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Author : William L. Cron,George S.. Low
Publisher : Unknown
Page : 360 pages
File Size : 41,6 Mb
Release : 2004
Category : Marketing
ISBN : 0877573093
Author : Stephan Dahl
Publisher : SAGE
Page : 289 pages
File Size : 48,8 Mb
Release : 2014-12-01
Category : Business & Economics
ISBN : 9781473910683
Social media has quickly become part of the fabric of our daily lives, and as we have flocked to it, so have most companies and organisations from every sector and industry. It is now the place to attract and sustain our attention. But how is it a new marketing activity and how is it similar to previous practice and customer behaviour? Does it require new modes of thinking about human networks and communications or do the existing conceptual models still apply? This book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, and applies them to fun real-life examples and case studies from a range of industries, companies and countries. These include Unilever, Snickers, American Express, Volkswagen and Amnesty International, and span campaigns run across different platforms in countries such as China, Canada, Sweden and Singapore. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. Discussion questions and further reading are provided throughout, and the book is accompanied by a companion website.
Author : Walter B. Wentz,Gerald I. Eyrich
Publisher : Unknown
Page : 712 pages
File Size : 44,8 Mb
Release : 1970
Category : Marketing
ISBN : UOM:39076005250357
Marketing and the firm; Marketing decision values; Marketing resources management; Consumer behavior; Price decisions; Product decisions; Distribution decision; promotion decisions; marketing research; Law and marketing.
Author : Prof Pierre Joubert,Prof Michael Goldman,Sean McCoy,Prof Frikkie Herbst,Ms Adri Jonker,Prof Johan Strydom
Publisher : Oxford University Press, USA
Page : 0 pages
File Size : 47,9 Mb
Release : 2014
Category : Business & Economics
ISBN : 0199044937
Strategic Marketing second edition applies and evaluates the theory of strategic marketing through southern African case studies.
Author : Stephen Dann,Susan Dann
Publisher : Bloomsbury Publishing
Page : 488 pages
File Size : 50,5 Mb
Release : 2017-09-16
Category : Business & Economics
ISBN : 9780230364738
Combining academic rigour and practical application, E-Marketing brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.
Author : William J. Kehoe
Publisher : Amer Marketing Assn
Page : 367 pages
File Size : 40,7 Mb
Release : 2003
Category : Business & Economics
ISBN : 0877573050
Author : Youcheng Wang,Abraham Pizam
Publisher : CABI
Page : 370 pages
File Size : 54,5 Mb
Release : 2011-03-01
Category : Electronic books
ISBN : 1845937007
This book offers a comprehensive understanding of the concept and scope of the tourism industry in general and of destination marketing and management in particular. Taking an integrated and comprehensive approach, it focuses on both the macro and micro aspects of destination marketing and management. The book consists of 27 chapters presented in seven parts with the following themes: concept, scope and structure of destination marketing and management, destination planning and policy, consumer decision-making processes, destination marketing research, destination branding and positioning, destination product development and distribution, the role of emerging technologies in destination marketing, destination stakeholder management, destination safety, disaster and crisis management, destination competitiveness and sustainability, and challenges and opportunities for destination marketing and management. -- [Source inconnue].
Author : Stephan Dahl
Publisher : SAGE
Page : 433 pages
File Size : 44,6 Mb
Release : 2018-03-31
Category : Business & Economics
ISBN : 9781526423009
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature. It offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania). Online resources for this book are available here Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.
Author : Linda Brennan,Wayne Binney,Lukas Parker,Torgeir Aleti,Dang Nguyen
Publisher : Edward Elgar Publishing
Page : 449 pages
File Size : 52,8 Mb
Release : 2014-12-31
Category : Business & Economics
ISBN : 9781782548157
This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most valid
Author : John R. Rossiter,Steven Bellman
Publisher : Prentice Hall
Page : 500 pages
File Size : 53,5 Mb
Release : 2005
Category : Business & Economics
ISBN : 1741032695
Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A..
Author : Vladimir Kvint
Publisher : Routledge
Page : 549 pages
File Size : 51,5 Mb
Release : 2015-10-05
Category : Business & Economics
ISBN : 9781317485575
In the twenty-first century, the global community constantly strives to bring structure and order to the world through strategic means. From the highest levels of governments and militaries to multilateral institutions, NGOs, and corporations, a strategy for the future of a company, region, country, or even the world is tantamount to success. Yet few understand what strategy actually is and how it can be developed, planned, and implemented. Strategy for the Global Market combines a fundamental study of the theory of strategy with its practical applications to provide a new approach to the global emerging market. Due to the technological transformations in communications and transportation, and the birth and development of both the global community and the global marketplace over the past twenty years, the world’s population and corporations are in much closer contact with their counterparts across the globe than ever before. This has led to increasing competition and even rivalries. Understanding the strategic environment, as well as solving problems either through amicable means or conflict, requires the powerful instrument of strategy to remain efficient and to triumph. Features of this book include: Methodology and practical recommendations for all stages of developing and implementing strategy. A comprehensive guide with explanations and descriptions, for the preparation and orderly compilation of all necessary strategy documents. Real-world examples taken from corporate, government, and military strategizing practices in emerging market countries and the global marketplace. This book should be on the desk of every national, regional, and military leader, corporate executive, manager, and student of strategy.
Author : Stephan Dahl
Publisher : Sage Publications Limited
Page : 360 pages
File Size : 40,6 Mb
Release : 2021-05-08
Category : Electronic
ISBN : 1529720818
The third edition of this popular text offers a uniquely scholarly approach towards the subject and has been fully updated to include technological advances in practice such as AI and virtual marketing, and a brand-new chapter on the rise of influencer culture and marketing.
Author : Rose Leahy,Pio Fenton,Holly Barry
Publisher : SAGE
Page : 218 pages
File Size : 45,5 Mb
Release : 2022-01-12
Category : Business & Economics
ISBN : 9781529786538
At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable. Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE). Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere. Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland. Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland. Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.
Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 49,6 Mb
Release : 2015
Category : Electronic
ISBN : 0190444010
Author : Goodluck Charles
Publisher : Cambridge Scholars Publishing
Page : 260 pages
File Size : 48,6 Mb
Release : 2016-09-23
Category : Business & Economics
ISBN : 9781443819275
This volume offers an excellent understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with greater emphasis on developing countries. Designed for academics, researchers, students, practitioners, and policy-makers in the fields of international marketing, international business, and international trade, the book provides in-depth knowledge and understanding of contemporary theories and their applications in international marketing functions and practices. It exposes the readers to the global environmental forces that impact on international marketing involvement and the basic marketing strategies suitable for international marketing. As such, it will enable the reader to develop skills for effective planning, organization, execution, and control of international marketing operations. While a great deal of effort has been spent on meaningfully integrating the theoretical foundations and actual business practices, various concepts are supported by compelling exhibits, industry-specific examples, and illustrations from developing countries. The questions at the end of each chapter are designed to test the readers’ understanding and application of what they have learned in actual situations.
