Phronesis Marketing

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Phronesis Marketing

Corneliu Vilsan
Phronesis Marketing Book PDF

Author : Corneliu Vilsan
Publisher : Archway Publishing
Page : 228 pages
File Size : 51,9 Mb
Release : 2020-12-08
Category : Business & Economics
ISBN : 9781480896673

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Phronesis Marketing by Corneliu Vilsan Pdf

In recent years, the environment in which advertising operates has changed. As a result, company leaders are under rising pressure to increase turnover and profits ahead of the industry average while fighting for new consumers. Unfortunately, marketing, as an organizational function, has been downgraded from a strategic role to a marginalized tactical and sales support department. In a comprehensive guide that addresses these current challenges, seasoned marketing executive Corneliu Vilsan leads advertising professionals through a practical set of principles, tools, and case studies to help the marketing function recapture its strategic importance by returning to the basics to create results that can be measured, analyzed, and replicated. While closing the gap between theory and reality and reconciling rational thoughts with creative ones, Vilsan introduces the phronesis methodology to challenge assumptions and encourage the creation of business or case studies to advance marketing excellence. Included are training insights and a marketing effectiveness test that lay the groundwork so an organization can survive and thrive within today’s complex environments. Phronesis Marketing shares wisdom, principles, and tools that guide company leaders through a comprehensive roadmap to improve the strategic position of marketing within their organizations.

Marketing, Rhetoric and Control

Christopher Miles
Marketing Rhetoric and Control Book PDF

Author : Christopher Miles
Publisher : Routledge
Page : 363 pages
File Size : 54,6 Mb
Release : 2018-04-19
Category : Business & Economics
ISBN : 9781317212577

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Marketing, Rhetoric and Control by Christopher Miles Pdf

Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern organisation, a mysterious black box inside the otherwise rational and logical endeavour of enterprise, and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice. Constructing an interface between original, challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself, this text argues for a Sophistic interpretation of marketing. From this perspective, marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders, using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments. This book is aimed primarily at researchers and academics working in the fields of marketing, marketing communications, and the related disciplines of marketing theory, critical marketing, and digital marketing. It will also be of value to marketing academics in business schools, including those working in the areas of media and communication studies who have an interest in commercial and corporate communication, brand use of interactive media, and communication theory.

Competitive Marketing (RLE Marketing)

John O'Shaughnessy
Competitive Marketing RLE Marketing Book PDF

Author : John O'Shaughnessy
Publisher : Routledge
Page : 935 pages
File Size : 47,8 Mb
Release : 2014-09-15
Category : Business & Economics
ISBN : 9781317646006

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Competitive Marketing (RLE Marketing) by John O'Shaughnessy Pdf

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

EBOOK: Marketing Higher Education

Felix Maringe,Paul Gibbs
EBOOK Marketing Higher Education Book PDF

Author : Felix Maringe,Paul Gibbs
Publisher : McGraw-Hill Education (UK)
Page : 213 pages
File Size : 44,6 Mb
Release : 2008-12-16
Category : Education
ISBN : 9780335236862

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EBOOK: Marketing Higher Education by Felix Maringe,Paul Gibbs Pdf

How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, ‘University’, the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today.

Tourism, Knowledge and Learning

Eva Maria Jernsand,Maria Persson,Erik Lundberg
Tourism Knowledge and Learning Book PDF

Author : Eva Maria Jernsand,Maria Persson,Erik Lundberg
Publisher : Taylor & Francis
Page : 118 pages
File Size : 42,9 Mb
Release : 2022-09-29
Category : Business & Economics
ISBN : 9781000781267

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Tourism, Knowledge and Learning by Eva Maria Jernsand,Maria Persson,Erik Lundberg Pdf

This book contributes to the understanding of how tourism can be designed to provide conditions for learning. This involves learning for tourists, the tourist industry, public authorities and local communities. We explore how tourism, knowledge and learning can be used as means towards sustainable development through current, new or changed structures, concepts, activities and communication efforts. The book should be seen as both an inspiration for tourism actors (e.g. tourism attractions, policy makers and other industry actors), and a scholarly contribution to further research. A holistic approach distinguishes this book from most existing literature that focuses on separate units of tourism, for instance, personal or community well-being, nature-based tourism, cultural heritage tourism or tourism that is a result of researchers’ travels (so-called scientific tourism). The various contributors to the book provide a range of perspectives and experiences, from social sciences with a focus on marketing, innovation management, human geography and environmental law, to arts and humanities with a focus on heritage studies, archaeology and photography, and, finally, to natural sciences with a focus on marine sciences. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license

Policy Strategy and Innovation Primer

Charles Chao Rong Phua
Policy Strategy and Innovation Primer Book PDF

Author : Charles Chao Rong Phua
Publisher : Taylor & Francis
Page : 165 pages
File Size : 46,7 Mb
Release : 2023-02-10
Category : Political Science
ISBN : 9781000836493

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Policy Strategy and Innovation Primer by Charles Chao Rong Phua Pdf

Phua focuses on applying the best of corporate strategy and innovation tools and praxis into the policy process with the aim of devising a coherent policy strategy–innovation framework and process. Government and business strategies differ in their operating assumptions and variables, but the strategy process is more similar than is often perceived. Phua debunks the government versus business dichotomy and demonstrates the potential for cross-learning between both domains. Readers will benefit the most by reading this book in tandem with Phua’s other works on strategy also featured in this series. This book is an essential primer for academics, practitioners and learners of public policy, strategy, innovation and applied problem-solving.

The Virtues of Green Marketing

Erik Bengtson,Oskar Mossberg
The Virtues of Green Marketing Book PDF

Author : Erik Bengtson,Oskar Mossberg
Publisher : Springer Nature
Page : 173 pages
File Size : 43,9 Mb
Release : 2023-06-28
Category : Business & Economics
ISBN : 9783031329791

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The Virtues of Green Marketing by Erik Bengtson,Oskar Mossberg Pdf

This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable market economy. The work explores the transformative power inherent in green promises and sets a vision of what green marketers should strive for. Engaging with selected research on organizational theory, the authors negotiate the conflicting paradigms of rhetorical theory and their relation to the study of corporate legitimation practices. The resulting theoretical framework provides an analytical scheme that can be useful in various disciplines – such as sociology, economics, law, marketing theory, and communication. It also illustrates how we can find new answers to contemporary challenges by re-imagining rhetoric. This is an open access book.

Stand-out Marketing

Simon Kelly,Paul Johnston,Stacey Danheiser
Stand out Marketing Book PDF

Author : Simon Kelly,Paul Johnston,Stacey Danheiser
Publisher : Kogan Page Publishers
Page : 265 pages
File Size : 55,6 Mb
Release : 2020-12-03
Category : Business & Economics
ISBN : 9781789664836

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Stand-out Marketing by Simon Kelly,Paul Johnston,Stacey Danheiser Pdf

"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition. Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult. On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.

Advanced Marketing Management

Nikolaos Dimitriadis,Neda Jovanovic Dimitriadis,Jillian Ney
Advanced Marketing Management Book PDF

Author : Nikolaos Dimitriadis,Neda Jovanovic Dimitriadis,Jillian Ney
Publisher : Kogan Page Publishers
Page : 321 pages
File Size : 49,7 Mb
Release : 2018-11-03
Category : Business & Economics
ISBN : 9780749480387

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Advanced Marketing Management by Nikolaos Dimitriadis,Neda Jovanovic Dimitriadis,Jillian Ney Pdf

Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap that many of today's marketers face? Advanced Marketing Management prepares students for this new world of marketing. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently needed if marketers are to regain trust within their organizations. Using contemporary examples, business case studies and supporting pedagogy, Advanced Marketing Management will provide a critical exploration into the more advanced aspects of marketing management, including the gap that exists between formal marketing literature and real-world practice, discussion of multidisciplinary tools, and the crucial evolution of the '4Ps'. Summarizing a large body of literature and academic research on new developments, this book is the go-to guide for students, lecturers and practitioners, wanting to succeed as modern marketers. Online resources include lecture slides and further questions for group discussion.

The Routledge Companion to the Future of Marketing

Luiz Moutinho,Enrique Bigné,Ajay K. Manrai
The Routledge Companion to the Future of Marketing Book PDF

Author : Luiz Moutinho,Enrique Bigné,Ajay K. Manrai
Publisher : Routledge
Page : 506 pages
File Size : 46,6 Mb
Release : 2014-01-10
Category : Business & Economics
ISBN : 9781136242861

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The Routledge Companion to the Future of Marketing by Luiz Moutinho,Enrique Bigné,Ajay K. Manrai Pdf

The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge. Selected Contents: Part 1: New Paradigms and Philosophical Insights Part 2: Contributions from other Scientific Fields Part 3: Reconnecting with Consumers and Markets Part 4: New Methodological Insights in Scholarly Research in the Field

Innovations in Social Marketing and Public Health Communication

Walter Wymer
Innovations in Social Marketing and Public Health Communication Book PDF

Author : Walter Wymer
Publisher : Springer
Page : 389 pages
File Size : 54,8 Mb
Release : 2015-10-06
Category : Social Science
ISBN : 9783319198699

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Innovations in Social Marketing and Public Health Communication by Walter Wymer Pdf

​This volume presents the most current theoretical advances in the fields of social marketing and public health communications. The volume is divided in two parts. Part 1 contains chapters pertaining to research and theory reflecting improvements and contributions to theories that help improving quality of life. It includes literature reviews, conceptual research and empirical studies on social marketing communications, models to understand individual’s risky behaviors, and how to improve social interventions. The second part emphasizes applied research, consisting of best practices, applied experiments, and case studies on social marketing innovative practices with implications for quality of life.

The ABC's of Science, Technology & Innovation (STI) Policy

Joseph P. Lane
The ABC s of Science Technology Innovation STI Policy Book PDF

Author : Joseph P. Lane
Publisher : Springer Nature
Page : 227 pages
File Size : 42,8 Mb
Release : 2023-07-28
Category : Business & Economics
ISBN : 9783031344633

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The ABC's of Science, Technology & Innovation (STI) Policy by Joseph P. Lane Pdf

Innovation is a widely applied yet poorly understood term in the context of public policies and practices among Western nations. Technological innovations specifically have and will continue to advance civilization, shape modern society, and drive the economic health and geo-political standing of nations. This book offers a unique interpretation of science, technology & innovation (STI) policies in Western nations, particularly in regard to government-sponsored programs. The author challenges established thinking, directly addressing numerous myths that cloud our understanding of innovation and proposes a fresh perspective grounded in fundamental logic and analysis. Written in short chapters and presented in an alphabetically organized framework, this book addresses what is working and what isn’t working in current STI policies and suggests that the most efficient and effective way to generate technological innovations that yield the desired socio-economic benefits, is for national governments to sponsor directed scientific research and directed engineering development, and align both with the requirements of carefully managed commercial production. The book also features examples drawn from government data, scholarly literature, practitioner anecdotes and the author’s personal experience.

Philosophy of Technology after the Empirical Turn

Maarten Franssen,Pieter E. Vermaas,Peter Kroes,Anthonie W.M. Meijers
Philosophy of Technology after the Empirical Turn Book PDF

Author : Maarten Franssen,Pieter E. Vermaas,Peter Kroes,Anthonie W.M. Meijers
Publisher : Springer
Page : 325 pages
File Size : 55,6 Mb
Release : 2016-06-23
Category : Philosophy
ISBN : 9783319337173

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Philosophy of Technology after the Empirical Turn by Maarten Franssen,Pieter E. Vermaas,Peter Kroes,Anthonie W.M. Meijers Pdf

This volume features 16 essays on the philosophy of technology that discuss its identity, its position in philosophy in general, and the role of empirical studies in philosophical analyses of engineering ethics and engineering practices. This volume is published about fifteen years after Peter Kroes and Anthonie Meijers published a collection of papers under the title The empirical turn in the philosophy of technology, in which they called for a reorientation toward the practice of engineering, and sketched the likely benefits for philosophy of technology of pursuing its major questions in an empirically informed way. The essays in this volume fall apart in two different kinds. One kind follows up on The empirical turn discussion about what the philosophy of technology is all about. It continues the search for the identity of the philosophy of technology by asking what comes after the empirical turn. The other kind of essays follows the call for an empirical turn in the philosophy of technology by showing how it may be realized with regard to particular topics. Together these essays offer the reader an overview of the state of the art of an empirically informed philosophy of technology and of various views on the empirical turn as a stepping stone into the future of the philosophy of technology.

Ethics and Morality in Consumption

Deirdre Shaw,Michal Carrington,Andreas Chatzidakis
Ethics and Morality in Consumption Book PDF

Author : Deirdre Shaw,Michal Carrington,Andreas Chatzidakis
Publisher : Routledge
Page : 268 pages
File Size : 54,7 Mb
Release : 2016-04-14
Category : Business & Economics
ISBN : 9781317653943

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Ethics and Morality in Consumption by Deirdre Shaw,Michal Carrington,Andreas Chatzidakis Pdf

Ethical consumerism is on the rise. No longer bound to the counter-cultural fringes, ethical concerns and practices are reaching into the mainstream of society and being adopted by everyday consumers – from considering carbon miles to purchasing free-range eggs to making renewable energy choices. The wide reach and magnitude of ethical issues in society across individual and collective consumption has given rise to a series of important questions that are inspiring scholars from a range of disciplinary areas. These differing disciplinary lenses, however, tend to be contained in separate streams of research literature that are developing in parallel and in relative isolation. Ethics in Morality and Consumption takes an interdisciplinary perspective to provide multiple vantage points in creating a more holistic and integrated view of ethics in consumption. In this sense, interdisciplinary presupposes the consideration of multiple and distinct disciplines, which in this book are considered in delineated chapters. In addition, the Editors make an editorial contribution in the final chapter of the book by combining these separate disciplinary perspectives to develop a nascent interdisciplinary perspective that integrates these perspectives and presents platforms for further research.

Revaluing Ethics

Thomas W. Smith
Revaluing Ethics Book PDF

Author : Thomas W. Smith
Publisher : State University of New York Press
Page : 344 pages
File Size : 50,5 Mb
Release : 2001-10-25
Category : Philosophy
ISBN : 9780791489741

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Revaluing Ethics by Thomas W. Smith Pdf

Revaluing Ethics criticizes the notion that the Nicomachean Ethics is a moral textbook written for an indeterminate audience. Rather, Smith argues that the Ethics is a pedagogy and so must be read in light of the demands imposed by teaching and learning about politics in a tradition. Smith claims that the Ethics initially seeks common ground with ambitious, virile young citizens of ancient city-states who valorize honorable action and competition. Their love of honor can be a spur to virtue, but the competitive character of its pursuit also leads to despotic and factional politics. The drama of the Ethics lies in the dialectical engagement and transformation of a valorization of prestige and power. Aristotle shows how these commitments are paradoxically sterile when pursued in practice. In turn, Aristotle's strategy for reforming political life is to argue for the reorientation of his audience's desires away from the non-shareable external goods of political power and honor to shareable good. His strategy for reforming personal life is to argue for the reorientation of his audience's desires away from honor to a love of contemplation.