Marketing Theory Practice And Perspectives

Author : Dr. Qaisar Abbas Fatimi
Publisher : Dr. Qaisar Abbas Fatimi
Page : 256 pages
File Size : 52,8 Mb
Release : 2024-03-10
Category : Business & Economics
ISBN : 9798883764966

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Marketing: Theory, Practice and Perspectives by Dr. Qaisar Abbas Fatimi Pdf

Imagine a small coffee shop in a quaint neighborhood, which, through the power of effective marketing, transforms into a global phenomenon. Picture a startup with a revolutionary idea, using just the right blend of marketing strategies to become a household name. These stories, and countless others, form the tapestry of marketing's rich and varied history, a tapestry this book aims to explore and elucidate. At the heart of our journey is the quest to understand the essence of marketing. We begin in the past, delving into the foundational theories crafted by pioneers of the trade. These theories, like the story of David Ogilvy who revolutionized advertising with his focus on direct, customer-centric messaging, lay the groundwork for all that marketing has become today. As we move through the chapters, we encounter the practices that have shaped the present landscape of marketing. We tell tales of companies like Nike, which harnessed the power of brand storytelling to build an empire, and of small businesses that leveraged social media marketing to compete with industry giants. These stories illuminate the practical applications of marketing theories, demonstrating their power and versatility. In addressing ethical and sustainable marketing, we recount narratives of brands like Patagonia, which has woven environmental responsibility into its marketing fabric, inspiring a generation of conscious consumers and marketers alike. These tales underscore the growing importance of ethics in marketing, highlighting the shift towards more responsible business practices. The digital revolution in marketing brings its own set of stories. We delve into the world of AI and VR, recounting how these technologies are creating new frontiers in customer engagement, much like how Spotify uses data analytics to personalize user experiences, redefining the music industry's marketing strategies. Data-driven marketing strategies are no less dramatic. We explore how Netflix's data analytics have not just shaped marketing campaigns but also content creation, turning viewer preferences into blockbuster hits. Our global perspective includes tales of cross-cultural marketing successes and faux pas, learning from brands that have skillfully navigated the complex tapestry of global markets, and from those who stumbled, offering invaluable lessons in the importance of cultural sensitivity. As we peer into the future, we share predictions and possibilities, like the potential impact of blockchain technology on marketing transparency and customer trust. These forward-looking perspectives prepare our readers for the exciting, uncharted territories of marketing yet to come. In crafting "Marketing: Theory, Practice, and Perspectives," the goal was not just to create a book but to weave a story – a story that captures the imagination, imparts wisdom, and inspires action. It is a story that invites you, the reader, to be a part of this incredible world of marketing, to learn from its past, engage with its present, and shape its future.

Author : Ronald F. Bush,Shelby D. Hunt
Publisher : Marketing Classics Press
Page : 327 pages
File Size : 43,6 Mb
Release : 2011-10-15
Category : Business & Economics
ISBN : 9781613112281

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Marketing Theory: Philosophy of Science Perspectives by Ronald F. Bush,Shelby D. Hunt Pdf

Author : Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
Publisher : SAGE
Page : 546 pages
File Size : 51,7 Mb
Release : 2009-12-04
Category : Business & Economics
ISBN : 9781446206980

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The SAGE Handbook of Marketing Theory by Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski Pdf

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Author : Guilherme D. Pires,John Stanton
Publisher : Routledge
Page : 336 pages
File Size : 50,7 Mb
Release : 2018-12-17
Category : Business & Economics
ISBN : 9781315454870

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Ethnic Marketing by Guilherme D. Pires,John Stanton Pdf

Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.

Author : Ronald F. Bush,Shelby D. Hunt
Publisher : Unknown
Page : 315 pages
File Size : 54,5 Mb
Release : 1982
Category : Marketing
ISBN : OCLC:8389613

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Marketing Theory by Ronald F. Bush,Shelby D. Hunt Pdf

Author : Michael J Baker,Michael Saren
Publisher : SAGE
Page : 545 pages
File Size : 53,9 Mb
Release : 2016-05-16
Category : Business & Economics
ISBN : 9781473942660

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Marketing Theory by Michael J Baker,Michael Saren Pdf

Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing. In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart. Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.

Author : Mark Tadajewski,Robert Cluley
Publisher : SAGE Publications Limited
Page : 0 pages
File Size : 47,7 Mb
Release : 2013-12-27
Category : Business & Economics
ISBN : 1446273601

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International Perspectives of Marketing Theory by Mark Tadajewski,Robert Cluley Pdf

This four-volume major work brings together the key articles on marketing theory, with a distinctive focus on international developments in the field. In the past few years, the theoretical and conceptual basis of the discipline has been scrutinised and deepened via exposure to alternative ways of understanding marketing and consumer practice. This has occurred as a result of some truly exemplary research being conducted outside of marketing's traditional empirical context; the United States. This major work seeks to engage with this rather underexplored dimension of marketing theory, taking in literature which, for example, situates contemporary business marketing practices in a global context by comparing the systems in West Africa, Argentina, and the United States, while other contributions explore Chinese, Russian and West European practices. This comprehensive, global approach to the topic makes for an invaluable resource for scholars in the field worldwide. Volume One: Performing Marketing Volume Two: Managing Marketplace Relations Volume Three: The Boundaries of Marketing and Consumer Practice Volume Four: Transforming Marketing, Consumer and Society Dynamics

Author : Dawn Burton
Publisher : Routledge
Page : 328 pages
File Size : 49,5 Mb
Release : 2008-11-21
Category : Business & Economics
ISBN : 9781134060177

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Cross-Cultural Marketing by Dawn Burton Pdf

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies. Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including: Cross-cultural consumer behaviour Cross-cultural management practice Promotional strategies Product development Distribution Marketing research methods Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

Author : Katarzyna Żyminkowska
Publisher : Springer
Page : 175 pages
File Size : 40,5 Mb
Release : 2019-02-27
Category : Business & Economics
ISBN : 9783030116774

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Customer Engagement in Theory and Practice by Katarzyna Żyminkowska Pdf

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.

Author : Katy Mason,Hans Kjellberg,Johan Hagberg
Publisher : Routledge
Page : 250 pages
File Size : 55,6 Mb
Release : 2018-10-11
Category : Business & Economics
ISBN : 9781315300221

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Marketing Performativity by Katy Mason,Hans Kjellberg,Johan Hagberg Pdf

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing–theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and ‘performed’ in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.

Author : Michael John Baker
Publisher : Taylor & Francis
Page : 752 pages
File Size : 50,6 Mb
Release : 2001
Category : Marketing
ISBN : 0415213983

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Marketing by Michael John Baker Pdf

Author : Jerome B. Kernan,Montrose S. Sommers
Publisher : Unknown
Page : 128 pages
File Size : 46,8 Mb
Release : 1968-06-01
Category : Electronic
ISBN : 0891973346

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Perspectives in Marketing Theory by Jerome B. Kernan,Montrose S. Sommers Pdf

Author : Terry Smith
Publisher : Walter de Gruyter GmbH & Co KG
Page : 263 pages
File Size : 52,9 Mb
Release : 2020-01-20
Category : Business & Economics
ISBN : 9783110631890

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The Roots and Uses of Marketing Knowledge by Terry Smith Pdf

Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In “The roots and uses of marketing knowledge: a critical inquiry into the theory and practice of marketing”, the author engages with the vital conversation about how marketing knowledge is created, disseminated and consumed, looking beyond the traditional reification of practice in theory and verification of theory in practice. The ontology of this work is anchored in subjective individual meaning; the epistemological stance assumes that this meaning is socially constructed. Consequently, rich empirical data, grounded in the context of experiential evidence, is extracted from a comprehensive range of marketing constituencies: academics, practitioners, managers, consultants, authors, lecturers and students. In its examination of the polarities, hybridity and iterative flow of marketing knowledge creation and consumption, this text posits a cohesive argument for a theory/practice bipartite fusion not dichotomy, adding valuable insights into the textual, contextual and pedagogical representations of marketing knowledge. The history and future of marketing knowledge is examined with the aid of instructive illustrations and insightful first-hand experience. Drawing on extensive qualitative research from a broad range of influential producers and vital consumers, Dr. Smith presents a relevant, exciting marketing knowledge framework which will be a vital resource for academics, students and practitioners.

Author : Alf H. Walle
Publisher : Bloomsbury Publishing USA
Page : 262 pages
File Size : 49,6 Mb
Release : 2001-12-30
Category : Business & Economics
ISBN : 9780313004698

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Exotic Visions in Marketing Theory and Practice by Alf H. Walle Pdf

An anthropologist, folklorist, and literary critic besides being a marketing professor, Alf H. Walle takes a refreshingly interdisciplinary look at the impact of modern social thought upon marketing and social research. Tracing key ideas back to their intellectual roots, Walle shows how the evolution of social theory, and the controversies it has engendered, can and should transform the way marketers approach consumers. He provides a theoretic underpinning for qualitative consumer research and presents a lucid theoretical and methodological overview for qualitative methods in marketing, research that parallels what others, such as Shelby Hunt, have provided for scientific methods in marketing. His book is a provocative, thoughtful, and probing study of qualitative social theory and its important contributions to marketing and consumer research. It is of value to both practitioners and academics. Arguing that the social structural methods have been largely ignored, Walle rehabilitates this general method and compares it to poststructural alternatives. Walle shows that to understand the evolution of modern social theory, one must come to grips with the work of three towering pioneers: Immanuel Kant, Friedrich Hegel, and Karl Marx, and that researchers must understand and appreciate the contributions and influence of pioneers in order to avoid the myopic vision of our own time. Praising Hegel's metaphor of cultures as living organisms and his forging of the concept we now call National Character, Walle points to Hegel as the pioneering social structuralist and as the man who, as a negative example, inspired the poststructuralists to action. Walle ends with a well reasoned analysis of poststructural thought in marketing-consumer research, and suggests that conflict theory--an alternative to poststructural methods that evolved from social structural roots--is often more appropriate than poststructural analysis in marketing and consumer research. Relating both conflict theory and poststructural analysis to the actual needs of marketing consumer researchers, Exotic Visions in Marketing Theory and Practice provides unique, practical insights for those who teach market research as well as practitioners who pursue it for a living.

Author : Ivana Beveridge
Publisher : Routledge
Page : 181 pages
File Size : 55,5 Mb
Release : 2020-11-17
Category : Business & Economics
ISBN : 9781000218091

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Intercultural Marketing by Ivana Beveridge Pdf

With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.