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Author : Ronald F. Bush,Shelby D. Hunt
Publisher : Marketing Classics Press
Page : 327 pages
File Size : 55,9 Mb
Release : 2011-10-15
Category : Business & Economics
ISBN : 9781613112281
Author : Jerome B. Kernan,Montrose S. Sommers
Publisher : Unknown
Page : 128 pages
File Size : 50,8 Mb
Release : 1968-06-01
Category : Electronic
ISBN : 0891973346
Author : Michael John Baker
Publisher : Taylor & Francis
Page : 752 pages
File Size : 46,5 Mb
Release : 2001
Category : Marketing
ISBN : 0415213983
Author : Ronald F. Bush,Shelby D. Hunt
Publisher : Unknown
Page : 315 pages
File Size : 43,8 Mb
Release : 1982
Category : Marketing
ISBN : OCLC:8389613
Author : Mark Tadajewski,Robert Cluley
Publisher : SAGE Publications Limited
Page : 0 pages
File Size : 54,9 Mb
Release : 2013-12-27
Category : Business & Economics
ISBN : 1446273601
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 : Douglas Brownlie,Paul Hewer,Mark Tadajewski
Publisher : Routledge
Page : 306 pages
File Size : 55,8 Mb
Release : 2014-10-14
Category : Business & Economics
ISBN : 9781317850212
Expanding disciplinary Space: On the Potential of Critical Marketing provides an introduction to the major perspectives in critical marketing studies. It contains theoretical reflections on critical marketing whilst building on the key concepts and ideas, which are vital to the subject, through detailed empirical studies. An international collection of marketing experts discuss the eclectic character and potential of the critical turn within marketing theory and practice. Chapters explore topics such as marketing academia, consumer research, political marketing, marketing ethics, postcolonial epistemic ideology in marketing, marketing theory, and marketing for community development. The text is essential reading for all those interested in contemporary developments in marketing theory and practice irrespective of the discipline from which they originate. This book was originally published as a special issue of the Journal of Marketing Management.
Author : Tonino Pencarelli,Fabio Forlani
Publisher : Springer
Page : 220 pages
File Size : 40,5 Mb
Release : 2018-04-13
Category : Business & Economics
ISBN : 9783319775500
This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods.
Author : Luca M. Visconti,Lisa Peñaloza,Nil Toulouse
Publisher : Unknown
Page : 568 pages
File Size : 55,7 Mb
Release : 2020
Category : Export marketing
ISBN : 113856141X
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 : Michael J Baker,Michael Saren
Publisher : SAGE
Page : 545 pages
File Size : 40,7 Mb
Release : 2016-05-16
Category : Business & Economics
ISBN : 9781473942660
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 : Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
Publisher : SAGE
Page : 546 pages
File Size : 44,9 Mb
Release : 2009-12-04
Category : Business & Economics
ISBN : 9781446206980
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 : Pauline Maclaran,Michael Saren,Mark Tadajewski
Publisher : SAGE Publications Limited
Page : 0 pages
File Size : 47,8 Mb
Release : 2008-01-18
Category : Business & Economics
ISBN : 1847870007
Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.
Author : Pauline Maclaran,Michael Saren,Christina Goulding,Richard Elliott,Miriam Caterall
Publisher : Routledge
Page : 269 pages
File Size : 41,6 Mb
Release : 2012-06-25
Category : Business & Economics
ISBN : 9781136412912
Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities. In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides: · The latest knowledge based on a series of major seminars in the field · The insights of a leading team of international contributors with an interdisciplinary perspective . A clear map of the domain of critical marketing · A rigorous analysis of the implications for future thinking and research. For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.
Author : Dr. Qaisar Abbas Fatimi
Publisher : Dr. Qaisar Abbas Fatimi
Page : 256 pages
File Size : 47,6 Mb
Release : 2024-03-10
Category : Business & Economics
ISBN : 9798883764966
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 : Florian Siems
Publisher : Springer
Page : 230 pages
File Size : 54,6 Mb
Release : 2008-11-03
Category : Business & Economics
ISBN : 9780230594890
The world of pricing has been changing at a fast pace. There has been a development of new dynamic pricing strategies, an explosion of new pricing tactics, and a focus on smarter buyers. This book focuses on those developments and highlights new perspectives for pricing strategies.
Author : Elaine L Ritch,Julie McColl
Publisher : Emerald Group Publishing
Page : 201 pages
File Size : 50,5 Mb
Release : 2021-03-01
Category : Business & Economics
ISBN : 9781839095566
Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of marketing,branding and consumer behaviour.