The Handbook Of Field Marketing

Author : Alison Williams,Roddy Mullin
Publisher : Kogan Page Publishers
Page : 271 pages
File Size : 41,9 Mb
Release : 2009-06-03
Category : Business & Economics
ISBN : 9780749452902

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The Handbook of Field Marketing by Alison Williams,Roddy Mullin Pdf

If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.

Author : Alisin Williams
Publisher : Unknown
Page : 128 pages
File Size : 52,9 Mb
Release : 2008-01-01
Category : Electronic
ISBN : 074945380X

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Handbook Of Field Marketing by Alisin Williams Pdf

Author : Barton A Weitz,Robin Wensley
Publisher : SAGE
Page : 618 pages
File Size : 48,6 Mb
Release : 2006-08-11
Category : Business & Economics
ISBN : 1412921201

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Handbook of Marketing by Barton A Weitz,Robin Wensley Pdf

The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Author : Anonim
Publisher : Elsevier
Page : 632 pages
File Size : 51,5 Mb
Release : 2019-09-19
Category : Business & Economics
ISBN : 9780444637659

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Handbook of the Economics of Marketing by Anonim Pdf

Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing Designed for economists already convinced of the benefits of applying economics tools to marketing Written for those who wish to become quickly acquainted with the integration of marketing and economics

Author : Berend Wierenga
Publisher : Springer Science & Business Media
Page : 630 pages
File Size : 50,6 Mb
Release : 2008-09-05
Category : Business & Economics
ISBN : 9780387782133

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Handbook of Marketing Decision Models by Berend Wierenga Pdf

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

Author : Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Publisher : Edward Elgar Publishing
Page : 529 pages
File Size : 43,6 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781781005224

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Handbook of Marketing Strategy by Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton Pdf

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

Author : Julian Cummins,Roddy Mullin
Publisher : Kogan Page Publishers
Page : 280 pages
File Size : 43,9 Mb
Release : 2010-04-03
Category : Business & Economics
ISBN : 9780749460051

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Sales Promotion by Julian Cummins,Roddy Mullin Pdf

Packed with practical examples as well as updated and new case studies, Sales Promotion details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Sales Promotion includes new developments in the field, exploring the use of new media such as SMS, MMS, interactive TV and web-based advertising. It also considers the effects of the 2005 Gambling Act, and each chapter features a new interactive self-study question-and-feedback section. Sales Promotion is a core text of the ISP diploma, and the author has utilized graduate feedback to make the fourth edition relevant to students, whilst preserving its status as a potent tool for sales and marketing professionals. Whether your company is a small start-up or an international business, Sales Promotion can help you to get ahead and stay ahead of your competitors. Topics covered include: the purpose of sales promotion; what sales promotion can do for you; how to use different techniques, including joint promotions, price promotions and off-the-shelf promotions; how to implement an integrated market strategy; maintaining a crucial creative edge; the best ways to use suppliers; researching and evaluating your promotion.

Author : Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
Publisher : SAGE
Page : 975 pages
File Size : 51,6 Mb
Release : 2020-10-05
Category : Business & Economics
ISBN : 9781529738575

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The SAGE Handbook of Marketing Ethics by Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor Pdf

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections

Author : Dogan Gursoy,Christina G. Chi
Publisher : Routledge
Page : 710 pages
File Size : 47,7 Mb
Release : 2018-04-27
Category : Business & Economics
ISBN : 9781351588270

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The Routledge Handbook of Destination Marketing by Dogan Gursoy,Christina G. Chi Pdf

This book examines key contemporary marketing concepts, issues and challenges that affect destinations within a multidisciplinary global perspective. Uniquely combining both the theoretical and practical approaches, this handbook discusses cutting edge marketing questions such as innovation in destinations, sustainability, social media, peer-to-peer applications and web 3.0. Drawing from the knowledge and expertise of 70 prominent scholars from over 20 countries around the world, The Routledge Handbook of Destination Marketing aims to create an international platform for balanced academic research with practical applications, in order to foster synergetic interaction between academia and industry. For these reasons, it will be a valuable resource for both researchers and practitioners in the field of destination marketing.

Author : Bogueva, Diana,Marinova, Dora,Raphaely, Talia
Publisher : IGI Global
Page : 453 pages
File Size : 43,7 Mb
Release : 2018-03-02
Category : Business & Economics
ISBN : 9781522547587

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Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption by Bogueva, Diana,Marinova, Dora,Raphaely, Talia Pdf

As marketing professionals look for more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential. The Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption is a critical scholarly resource that examines the role of social marketing in understanding and changing behavior regarding the negative impacts of consuming animal-based foods. Featuring coverage on a broad range of topics, such as the psychology of meat consumption, food waste, and meat substitutes, this publication is geared towards academicians, students, and professionals seeking current research on social marketing interventions and the demarketing of meat.

Author : Dadwal, Sumesh Singh
Publisher : IGI Global
Page : 532 pages
File Size : 45,6 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781799801337

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Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer by Dadwal, Sumesh Singh Pdf

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

Author : Kim Dushinski
Publisher : Information Today
Page : 0 pages
File Size : 52,8 Mb
Release : 2012
Category : Business & Economics
ISBN : 0910965900

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The Mobile Marketing Handbook by Kim Dushinski Pdf

"Focusing on the continuing integration of mobile marketing into the daily lives of consumers-locally, nationally, and globally-this updated second edition reflects the most current trends in mobile marketing and offers step-by-step guidelines to creating and maintaining successful moblie-marketing campaigns. Based on 20 years of experience in the field, this reference shows how this cost-effective strategy can be used successfully by businesses of any size and includes detailed information on legal implications and tracking, avoiding common mistakes, and the most current online resources for mobile marketers. The easy-to-follow tips on building stronger consumer relationships through apps and social networking will help any company put their message in the palms of customers' hands"--Provided by publisher.

Author : Roddy Mullin
Publisher : Kogan Page Publishers
Page : 196 pages
File Size : 44,8 Mb
Release : 2002
Category : Business & Economics
ISBN : 0749436778

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Direct Marketing by Roddy Mullin Pdf

Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area.

Author : Roddy Mullin
Publisher : Kogan Page Publishers
Page : 288 pages
File Size : 48,5 Mb
Release : 2014-09-03
Category : Business & Economics
ISBN : 9780749472474

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Promotional Marketing by Roddy Mullin Pdf

Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to gain competitive advantage, including off-the-shelf offers, joint promotions, price promotions, premium promotions and prize promotions. This fully updated edition features the latest best practice for working in digital channels including web- and mobile-based promotions. Promotional Marketing is a complete guide to planning, executing and evaluating promotional marketing campaigns covers the purpose of promotional marketing, what promotional marketing can do for businesses, the best ways to work with suppliers and how to use different techniques and implement an integrated marketing strategy.

Author : Nunkoo, Robin,Teeroovengadum, Viraiyan,Ringle, Christian M.
Publisher : Edward Elgar Publishing
Page : 392 pages
File Size : 43,7 Mb
Release : 2021-10-22
Category : Business & Economics
ISBN : 9781788976954

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Handbook of Research Methods for Marketing Management by Nunkoo, Robin,Teeroovengadum, Viraiyan,Ringle, Christian M. Pdf

Taking a multidisciplinary approach, this comprehensive Handbook comprises contributions from international researchers of diverse educational and research backgrounds. Chapters present methodological issues within marketing research, sharing the researchers’ experiences of what does and does not work, as well as discussing challenges and avenues for innovation.