Marketing Management An International Perspective

Author : Dominique Turpin,Kamran Kashani
Publisher : Bloomsbury Publishing
Page : 498 pages
File Size : 44,8 Mb
Release : 1999-05-28
Category : Business & Economics
ISBN : 9781349275298

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Marketing Management: An International Perspective by Dominique Turpin,Kamran Kashani Pdf

Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is an ideal supplement to both marketing management or international marketing courses at both undergraduate and MBA level. Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is an invaluable resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case.

Author : Kamran Kashani
Publisher : Macmillan Pub Limited
Page : 487 pages
File Size : 50,8 Mb
Release : 1999-01-01
Category : Business & Economics
ISBN : 0333750071

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Marketing Management by Kamran Kashani Pdf

Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is an ideal supplement to both marketing management or international marketing courses at both undergraduate and MBA level. Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this new text is an invaluable resource students of business and marketing. Providing both text and cases, the book will be supported by a Tutor's Guide, based on the authors' own teaching experience, which will provide a roadmap and guidance on how to best use each case.

Author : Hans Kasper,Piet van Helsdingen,Mark Gabbott
Publisher : Wiley Global Education
Page : 572 pages
File Size : 52,9 Mb
Release : 2014-09-23
Category : Business & Economics
ISBN : 9780470091173

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Services Marketing Management by Hans Kasper,Piet van Helsdingen,Mark Gabbott Pdf

In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes: A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept New coverage of electronic services Many 'Service Practice' boxes, featuring examples from all of the world End of chapter review questions and practical assignments Full length cases at the end of the book with accompanying exercises "This is a welcome second edition, firmly establishing it as a leading international text on strategic services marketing. Though completely revised, it retains the unique focus of the original on care for the individual and the understanding, creation and delivery of value to customers, with the authors bringing their topic vividly to life through numerous international examples. Clearly written and logically structured, it will be an invaluable resource for services marketing and management courses at all levels." —Professor Graham Hooley, Aston Business School "An up-to-date, comprehensive and truly global treatment of services marketing management with new insights for every reader." —Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of Discovering the Soul of Service "This book is a very valuable addition to the services marketing literature. Its logical structure and clarity of expression will make it extremely appealing to students and lecturers." —Steve Oakes, University of Liverpool "This is a must for students, teachers and practitioners in services marketing." —Kjell Grønhaug, Norwegian School of Economics and Business Administration "This is an academically rigorous text with a strong European focus – excellent." —Jill Brown, Portsmouth Business School "Services Marketing Management: a comprehensive and completely up-to-date book based on an excellent combination of modern theory and actual practice." —Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main "This excellent textbook has got what it strongly deserved: a second edition. I particularly appreciate: the consequent focus on market and customer orientation the integration of business-to-business services the overarching HRM perspective and the refined didactic approach not self-evident in other service management textbooks What a service for the reader!" —Bernd Günter, Heinrich-Heine Universität, Düsseldorf

Author : Kamran Kashani,Dominique Turpin
Publisher : Palgrave Macmillan
Page : 487 pages
File Size : 50,7 Mb
Release : 1999
Category : Business & Economics
ISBN : 033375008X

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Marketing Management by Kamran Kashani,Dominique Turpin Pdf

This collection brings together over 20 real-life case studies of marketing management issues faced by leading international companies from America, Asia and Europe.

Author : Alan Zimmerman,Jim Blythe
Publisher : Routledge
Page : 713 pages
File Size : 45,6 Mb
Release : 2017-09-25
Category : Business & Economics
ISBN : 9781317190073

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Business to Business Marketing Management by Alan Zimmerman,Jim Blythe Pdf

Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships – except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe. Other unique features of this insightful study include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics and CSR early in the text; and detailed review of global B2B services marketing, trade shows, and market research. This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM, and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. Yet, it is comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.

Author : Luca M. Visconti,Lisa Peñaloza,Nil Toulouse
Publisher : Unknown
Page : 568 pages
File Size : 54,9 Mb
Release : 2020
Category : Export marketing
ISBN : 113856141X

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Marketing Management by Luca M. Visconti,Lisa Peñaloza,Nil Toulouse Pdf

Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

Author : Hans Kasper,Piet van Helsdingen,Wouter de Vries, Jr.
Publisher : Unknown
Page : 776 pages
File Size : 44,6 Mb
Release : 1999-07-27
Category : Business & Economics
ISBN : PSU:000043423248

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Services Marketing Management by Hans Kasper,Piet van Helsdingen,Wouter de Vries, Jr. Pdf

Services Marketing Management An International Perspective Services Marketing Management provides students with an understanding of services marketing in an international context. Based on the authors' views about the essence of marketing in concepts such as market orientation, long-term relationships, quality and, ultimately, satisfaction, this unique book includes the latest developments in Europe, Northern America and Australasia. The text is built around four themes: * The fundamentals of services marketing management * A new classification of services based on an extensive overview of existing classifications * The definition of four new types of services * The increasing trend to the internationalization of services The benefits of this book are threefold, the reader will: have an understanding of services marketing management in both a national and an international context; be able to manage a market-oriented service organization; and be able to deliver excellent service quality leading to long-term relationships with customers and employees. Numerous examples illustrate key points discussed in the text and each chapter concludes with a case study.

Author : Alan Zimmerman,Jim Blythe
Publisher : Routledge
Page : 727 pages
File Size : 47,6 Mb
Release : 2013-04-12
Category : Business & Economics
ISBN : 9781135079673

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Business to Business Marketing Management by Alan Zimmerman,Jim Blythe Pdf

Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific—except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics early in the text; detailed review of global B2B services marketing, trade shows and market research; This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it's comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.

Author : David J. Schaffner,William R. Schroder,Mary D. Earle
Publisher : McGraw-Hill Science, Engineering & Mathematics
Page : 0 pages
File Size : 52,7 Mb
Release : 1998
Category : Consumers
ISBN : 0070572062

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Food Marketing by David J. Schaffner,William R. Schroder,Mary D. Earle Pdf

Author : Ramaswamy
Publisher : Macmillan
Page : 916 pages
File Size : 51,9 Mb
Release : 2009-02
Category : Marketing
ISBN : 0230637299

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Marketing Management:Global Perspective Indian Context by Ramaswamy Pdf

FONT COLOR= FF0000 Winner of the First Prize of the FIP Awards for Excellence in Book Production 2009/FONT COLOR A Transformational Text on Marketing. . . Presents Marketing in an Altogether New Perspective Today, Marketing needs a

Author : Ivna Reic
Publisher : Routledge
Page : 358 pages
File Size : 50,7 Mb
Release : 2016-09-19
Category : Business & Economics
ISBN : 9781136289798

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Events Marketing Management by Ivna Reic Pdf

This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser’s perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin – the supply and the demand – in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. The use of technology, importance of sponsorship and PR are also considered. International case studies are integrated throughout to show practical realities of marketing and managing events and a range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This accessible and comprehensive account of Events Marketing and Management is essential reading for all students and future managers.

Author : Brian Toyne,Peter George Pakenham Walters
Publisher : Allyn & Bacon
Page : 734 pages
File Size : 44,6 Mb
Release : 1993-01-01
Category : Export marketing
ISBN : 0205141374

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Global Marketing Management by Brian Toyne,Peter George Pakenham Walters Pdf

Author : Brian Toyne,Peter George Pakenham Walters
Publisher : Allyn & Bacon
Page : 776 pages
File Size : 47,5 Mb
Release : 1989
Category : Empresas internacionales
ISBN : UCSD:31822004023651

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Global Marketing Management by Brian Toyne,Peter George Pakenham Walters Pdf

Author : Michael John Baker
Publisher : Taylor & Francis
Page : 730 pages
File Size : 51,6 Mb
Release : 2001
Category : Business & Economics
ISBN : 0415249880

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Marketing by Michael John Baker Pdf

Author : Alan Zimmerman,Jim Blythe
Publisher : Routledge
Page : 528 pages
File Size : 46,9 Mb
Release : 2013-04-12
Category : Business & Economics
ISBN : 9781135079680

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Business to Business Marketing Management by Alan Zimmerman,Jim Blythe Pdf

This textbook covers all the aspects of B2B marketing any marketer needs, be they student or professional. It's the only textbook to do so from a global standpoint, giving them the best possible perspective on a market that is often (and more frequently) conducted within a global environment. This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and sustainability.