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Author : David Jobber,Fiona Ellis-Chadwick
Publisher : McGraw Hill
Page : 864 pages
File Size : 47,5 Mb
Release : 2019-08-01
Category : Business & Economics
ISBN : 9781526847249
EBOOK: Principles and Practice of Marketing, 9e
Author : David Jobber,Fiona Ellis-Chadwick
Publisher : Unknown
Page : 885 pages
File Size : 45,6 Mb
Release : 2019-03-29
Category : Marketing
ISBN : 152684723X
The ninth edition of McGraw-Hills leading textbook, Principles and Practice of Marketing, provides a contemporaryand modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, thisauthoritative text provides students with a core understanding of the wider context of marketing operations withincompanies, illustrated with innovative examples of marketing in practice. It has been updated with the latestdevelopments, such as trends towards social and ethical marketing and cutting-edge technological change
Author : Jim Blythe
Publisher : SAGE
Page : 1174 pages
File Size : 53,9 Mb
Release : 2013-11-05
Category : Business & Economics
ISBN : 9781446297506
When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you′re out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about advertising and communications in part, but it′s also about many other things which all aim to create value for customers, from product research and innovation to after-care service and maintaining relationships. It′s a rich and fascinating area of management waiting to be explored - so welcome to Marketing! Jim Blythe′s Principles and Practice of Marketing will ease you into the complexities of Marketing to help you achieve success in your studies and get the best grade. It provides plenty of engaging real-life examples, including brands you know such as Netflix and PayPal - marketing is not just about products, but services too. Marketing changes as the world changes, and this textbook is here to help, keeping you up to speed on key topics such as digital technologies, globalization and being green.
Author : David W. Cravens,Nigel Piercy
Publisher : Irwin/McGraw-Hill
Page : 760 pages
File Size : 41,8 Mb
Release : 2006
Category : Marketing
ISBN : PSU:000057257310
Strategic Marketing 8/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective andextends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Sciencećs Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.
Author : Warren J. Keegan,Mark C. Green
Publisher : Pearson Higher Ed
Page : 611 pages
File Size : 53,6 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781292069555
For undergraduate and graduate courses in global marketing The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing. MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.
Author : Brent Coker
Publisher : Pearson UK
Page : 215 pages
File Size : 53,5 Mb
Release : 2016-03-10
Category : Business & Economics
ISBN : 9781292087955
The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. Everyone wants their voice to be heard above the noise of other brands. But how do you get your messages to spread far and wide? It’s not just down to luck. If you want to make an impact, you need to make your marketing messages magnetic and, in this fascinating book, Brent Coker will show you how. Packed full of practical techniques, expert research and real-life examples, you’ll quickly uncover the nine secrets of irresistible marketing that will work whatever the size of your company. Discover the science behind the world’s most viral ideas, learn how to create messages that people can’t resist sharing and effortlessly build your brand.
Author : Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 47,8 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9781461540502
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author : Robert W. Palmatier,V. Kumar,Colleen M. Harmeling
Publisher : Springer
Page : 328 pages
File Size : 43,8 Mb
Release : 2017-08-29
Category : Business & Economics
ISBN : 9783319619859
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Author : Richard Louis Kohls,Joseph N. Uhl
Publisher : Unknown
Page : 568 pages
File Size : 51,8 Mb
Release : 2002
Category : Business & Economics
ISBN : WISC:89077308948
The ninth edition of "Marketing of Agricultural Products" contains completely updated content, tables, figures, and references including the 1997 Census of Agriculture and Business, as well as Trade data, and U.S. Department of Agriculture studies. It blends marketing and economic theory with real world analytical tools to assist readers in better understanding the food system and making profitable marketing decisions. This edition includes increased treatment of food value-adding and marketing management, including advertising, new product development, sales promotion, pricing, and logistics. For farmers, consumers, or those in food marketing.
Author : Gary Armstrong
Publisher : Unknown
Page : 627 pages
File Size : 41,8 Mb
Release : 2003
Category : Marketing
ISBN : 0136021190
Author : Milind Lele
Publisher : Marketing Classics Press
Page : 18 pages
File Size : 41,9 Mb
Release : 2011-05-15
Category : Business & Economics
ISBN : 9781613110737
Author : Philip Kotler,Waldemar Pfoertsch,Uwe Sponholz,Maximilian Haas
Publisher : Springer Nature
Page : 222 pages
File Size : 42,9 Mb
Release : 2023-07-18
Category : Business & Economics
ISBN : 9783031223938
H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.
Author : Chernev, Alexander
Publisher : Cerebellum Press
Page : 548 pages
File Size : 40,8 Mb
Release : 2018-01-01
Category : Business & Economics
ISBN : 9781936572182
Author : Erdener Kaynak
Publisher : Routledge
Page : 130 pages
File Size : 50,6 Mb
Release : 2014-02-04
Category : Business & Economics
ISBN : 9781317948865
Since the sudden opening of the markets in Central and Eastern Europe (CEE) in 1989, there has been a growing need to investigate the fundamental changes occurring in the countries’marketing environment, the lucrative market opportunities created by the changes, and the inscrutable marketing practice followed by local and international companies. Marketing in Central and Eastern Europe helps you understand the changes taking place in these valuable and challenging markets and introduces you to the emerging opportunities and effective marketing strategies to be employed in the region. Researchers specializing in CEE business; managers of international companies operating in or contemplating entering CEE markets; and students studying CEE business, East-West business, or marketing in transitional economies will better understand the region by examining issues of cross- cultural inquiry, commonality, and market segmentation. Marketing in Central and Eastern Europe also provides you with: a region-relevant market analysis to determine environmental dimensions of emerging markets a preliminary report on market-entry strategies in Poland an assessment of foreign direct investment opportunities in Hungary a study of Western-style marketing applied in transitional economies an analysis of marketization and Westernization used as classifying dimensions information on increasing the validity of post-command economy research and application Although the book’s chapters cover a variety of topics and use different research approaches and methodologies, they have a common theme--there is a great interest in, and an equally great need to scientifically investigate, rapidly emerging market opportunities, marketing-environment issues, and marketing-strategy problems with respect to transitional economies of Central and Eastern Europe.
Author : David Houle
Publisher : Sourcebooks, Inc.
Page : 15 pages
File Size : 46,5 Mb
Release : 2012-12-05
Category : Business & Economics
ISBN : 9781402282942
We are leaving the Information Age and transitioning into the Shift Age, a time of transformation and change that offers both great risk and incredible opportunity. In Entering the Shift Age, David Houle identifies and explains the dynamics and forces that have shaped our world and will continue to reshape our world for the next 20 years. He shows how the Shift Age means a world fully global yet focused on the individual, where the speed of change is so fast that change itself is the new norm. He also comments from the front lines of the Shift Age on issues and topics that affect our lives, from business and technology to environment, media and global culture. eBook 9 discusses how the three forces of the Shift Age will change brands and how they are marketed. Part 4: The Future of the Shift Age Introduction Chapter 21: Brands and Marketing
