The Marketer S Handbook

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The Marketer's Handbook

Laurie Young
The Marketer s Handbook Book PDF

Author : Laurie Young
Publisher : John Wiley & Sons
Page : 421 pages
File Size : 48,7 Mb
Release : 2011-04-22
Category : Business & Economics
ISBN : 9781119978503

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The Marketer's Handbook by Laurie Young Pdf

This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: “how useful and relevant is this concept? Will it improve decision making? Does the damn thing have any credibility and does it work?” “This book combines a rigorous review of a wide range of marketing concepts with many practical examples and case studies. It can be read or dipped into both by seasoned professionals and by those just embarking on their marketing career.” Sir Paul Judge, President, Chartered Institute of Marketing “Laurie Young casts an experienced and skeptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities.” Professor George Day, The Wharton School, Chairman of the American Marketing Association “Laurie Young has produced nothing less than the A-Z of marketing. He has journeyed far and wide mapping out hundreds of business, marketing and communications models to produce an extremely useful industry atlas. Certainly it will find a well-thumbed home on my bookshelf.” Hamish Pringle, Director General, Institute of Practitioners in Advertising “This book is much needed by marketing. Its value is in challenging concepts, some of which have been the accepted norm for a long time. But as this book shows, some of these may no longer be relevant and appropriate for marketers in today’s consumer environment.” Mike Johnston, CEO, Dairy Council of Northern Ireland and former Chairman of the Chartered Institute of Marketing “Senior marketers, like those who make up the membership of the Marketing Society, hone the methods and techniques they favour as their career develops. Laurie Young clearly did that and an experienced voice shines through this critique. It is heartening to find that so many concepts have a long history of producing real value for businesses but alarming to find so many of the theorists’ favourites to be so groundless.” Hugh Burkitt, CEO, The Marketing Society

Handbook of Marketing Strategy

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

Author : Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Publisher : Edward Elgar Publishing
Page : 529 pages
File Size : 43,7 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.

Handbook of the Economics of Marketing

Anonim
Handbook of the Economics of Marketing Book PDF

Author : Anonim
Publisher : Elsevier
Page : 632 pages
File Size : 42,9 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

Handbook of Marketing

Barton A Weitz,Robin Wensley
Handbook of Marketing Book PDF

Author : Barton A Weitz,Robin Wensley
Publisher : SAGE
Page : 618 pages
File Size : 51,7 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.

The Mobile Marketing Handbook

Kim Dushinski
The Mobile Marketing Handbook Book PDF

Author : Kim Dushinski
Publisher : Information Today
Page : 0 pages
File Size : 49,8 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.

Handbook of Marketing

Barton A Weitz,Robin Wensley
Handbook of Marketing Book PDF

Author : Barton A Weitz,Robin Wensley
Publisher : SAGE
Page : 610 pages
File Size : 48,6 Mb
Release : 2002-11-04
Category : Business & Economics
ISBN : 0761956824

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Handbook of Marketing by Barton A Weitz,Robin Wensley Pdf

NEW IN PAPERBACK 'The Handbook of Marketing is different... that Barton Weitz and Robin Wensley are its editors should suggest something out of the ordinary. A glance at the contributors (e.g., Wilkie. Webster, Day, Shocker, Keller, Hauser, Winer, Stewart. Parasuraman. Zeithaml) puts the matter to rest. The Handbook is an extraordinary effort. The blurb on the dust jacket is an understatement-the "Handbook will be invaluable to advanced undergraduates, graduate students, academics, and thoughtful practitioners in marketing"-the book is far more than that..... in short, the Handbook is probably invaluable to all academic researchers' - Journal of Marketing 'Handbook of Marketing is a rich compilation of thorough reviews in the field of marketing management. The editors have selected premier marketing scholars and have given them the opportunity to examine their area of expertise in a format much less confining than those provided by the major journals in the field. The authors have taken this opportunity and have done an outstanding job not only of reviewing and structuring the extensive body of thought in many major areas of marketing management but also of providing valuable suggestions for further research. They have brought together major contributions from the field of marketing and from other related disciplines. I strongly encourage marketing scholars to consider Handbook of Marketing. The text will certainly appeal to those with interests in marketing management; it may also be useful to those who are more focused on methodological issues but interested in topics that need additional, rigorous investigation.... In summary, Weitz and Wensley should be congratulated for the excellent work in developing Handbook of Marketing. The book fills a major void in the marketing literature on marketing management and will serve the discipline for many years to come' - Journal of Marketing Research 'This text achieves the rare goal of covering marketing clearly and deeply, with no unnecessary examples or pretty pictures. For the enquiring mind, it is a wonderful link between a basic knowledge of marketing concepts and a grasp of where research in marketing is taking us' - Ken Simmonds, Emeritus Professor of Marketing and International Business, London Business School The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. - A high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics - With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise - Each chapter provides the necessary background for study and research of specific empirical and theoretical topics in marketing. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing. International Advisory Board: Sonke Albers Christian-Albrechts-University of Kiel, Germany / Erin Anderson INSEAD, France / Rick Bagozzi Rice University, USA / Patrick Barwise London Business School / Rod Brodie University of Auckland / Anne T Coughlan Northwestern University / George Day University of Pennsylvania / Lars Gunnar-Mattsson Stockholm School of Economics / Hubert Gatignon INSEAD, France / Håkan Håkansson The Norwegian School of Management / Stephen J. Hoch University of Pennsylvania, USA / Kevin Keller Dartmouth College, USA / Donald Lehmann Columbia University, USA / Gilles Laurent HEC, France / Leonard Lodish University of Pennsylvania / Richard Lutz University of Florida / David Midgley INSEAD, France / David Montgomery Stanford University, USA / William Perreault University of North Carolina, USA / John Roberts Stanford University, USA / Allan Shocker University of Minnesota / Piet Vanden Abeele Vlerick Leuven Gent Management School, Belgium / Russell Winer University of California, Berkeley, USA / Dick Wittink Yale School of Management, USA

The Handbook of Field Marketing

Alison Williams,Roddy Mullin
The Handbook of Field Marketing Book PDF

Author : Alison Williams,Roddy Mullin
Publisher : Kogan Page Publishers
Page : 271 pages
File Size : 52,6 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.

Handbook of Marketing and Finance

Shankar Ganesan
Handbook of Marketing and Finance Book PDF

Author : Shankar Ganesan
Publisher : Edward Elgar Publishing
Page : 337 pages
File Size : 52,9 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781849806046

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Handbook of Marketing and Finance by Shankar Ganesan Pdf

Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

Handbook of Research on Gender and Marketing

Susan Dobscha
Handbook of Research on Gender and Marketing Book PDF

Author : Susan Dobscha
Publisher : Edward Elgar Publishing
Page : 352 pages
File Size : 41,7 Mb
Release : 2019
Category : Electronic
ISBN : 9781788115384

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Handbook of Research on Gender and Marketing by Susan Dobscha Pdf

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.

The Marketer's Handbook

Mark J. Hiltz
The Marketer s Handbook Book PDF

Author : Mark J. Hiltz
Publisher : Markcheck Publishing
Page : 2717 pages
File Size : 41,9 Mb
Release : 2001
Category : Business & Economics
ISBN : 9780968559338

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The Marketer's Handbook by Mark J. Hiltz Pdf

The Marketer's Handbook: A Checklist Approach is a dream tool for marketing practitioners looking to increase performance. It delivers a powerful wealth of practical marketing information in checklist form. Armed with this resource, you will gain priceless marketing know-how with leading ideas, proven strategies & practical information organized in a quick & easy-to-use reference format. This handbook will help you to focus in on specific areas to ensure that you haven't forgotten anything. The wealth of information contained in each chapter is there to help you think about &consider just what it is that you have to do. The checklists help to identify, remind & prompt, & evolve questions to ask, on ideas, issues & considerations, that need to be acted upon. Checklists trigger thoughts & help to generate new ideas & new ways of doing things. Use the checklists to help you plan marketing programs, undertake research, develop strategies, segment your target market, develop products, setpricing, plan promotional activities & all of the other marketing related functions. The Marketer's Handbook: A Checklist Approach arms you with what you need to win. Free sample checklists are available to look at prior to ordering. ISBN: 0-9685593-3-6, CD-ROM, 2,715 pages, Price: $395.00 plus shipping & applicable taxes. E-mail: [email protected]. Web site: www.markcheck.com. Marcheck Publishing, P.O. Box 56058, Ottawa, DN, Canada KIR 721.

The Marketing Director's Handbook

Guy Tomlinson,Tim Arnold
The Marketing Director s Handbook Book PDF

Author : Guy Tomlinson,Tim Arnold
Publisher : The Marketing Directors
Page : 396 pages
File Size : 49,7 Mb
Release : 2024-05-21
Category : Business & Economics
ISBN : 9780955886010

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The Marketing Director's Handbook by Guy Tomlinson,Tim Arnold Pdf

The Marketing Director's Handbook is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. It is truly unique. In 30 chapters it is structured to help you undertake key marketing activities and solve marketing problems. It is jam-packed with insights, ideas to ensure business and personal success. Orders from www.the.marketingdirectors.co.uk qualify for a free copy of Chapter 31, Managing Digital Marketing. This is only available in pdf form so we can keep it as up-to-date as possible with latest developments.

Handbook of Research on Identity Theory in Marketing

Americus Reed II,Mark Forehand
Handbook of Research on Identity Theory in Marketing Book PDF

Author : Americus Reed II,Mark Forehand
Publisher : Edward Elgar Publishing
Page : 496 pages
File Size : 54,9 Mb
Release : 2019-12-27
Category : Business & Economics
ISBN : 9781788117739

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Handbook of Research on Identity Theory in Marketing by Americus Reed II,Mark Forehand Pdf

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.

The Marketing Operations Handbook

Michael McKinnon
The Marketing Operations Handbook Book PDF

Author : Michael McKinnon
Publisher : Unknown
Page : 135 pages
File Size : 42,9 Mb
Release : 2021-11-11
Category : Electronic
ISBN : 9798495346598

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The Marketing Operations Handbook by Michael McKinnon Pdf

The discipline of marketing operations began back in 1923 when Scientific Advertising wrote "There is a science to advertising. Experienced advertisers have watched and recorded, tested, and logged, and left records of countless campaigns. In these conditions, advertising and merchandising become a science. Principles are learned and proven by repeated tests." Marketing operations remained in the shadows relegated to measuring radio spots, conducting market research, and analyzing UPC data to predict consumer buying behavior. Then the internet changed everything. Allowing marketers to track digital buying signals and respond with target messaging, marketers were opened up to a world of consumer data and technology. In the early 2000s, marketing departments bought technology at a rapid pace to keep up with the ever-changing demands of an increasingly sophisticated consumer. Modern marketing operations was born as CMOs realized their technology stacks would not deliver without oversight and governance. With over 8000 marketing technologies available today, Marketing Operations has become a critical function that is responsible for executing the CMO's strategy. The Marketing Operations Handbook will give you a roadmap for high-performing marketing operations groups. From assessing the maturity of the function, to conducting annual planning and delivering metrics that drive the business forward, this book gives you the tools needed to make your marketing operations department an indispensable part of your organization.

The Guerrilla Marketing Handbook

Jay Conrad Levinson,Seth Godin
The Guerrilla Marketing Handbook Book PDF

Author : Jay Conrad Levinson,Seth Godin
Publisher : Houghton Mifflin Harcourt
Page : 404 pages
File Size : 50,8 Mb
Release : 1994
Category : Business & Economics
ISBN : 0395700132

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The Guerrilla Marketing Handbook by Jay Conrad Levinson,Seth Godin Pdf

Marketing strategy for maximum return, for large & small businesses.

Handbook of Marketing and Society

Paul N. Bloom,Gregory Thomas Gundlach
Handbook of Marketing and Society Book PDF

Author : Paul N. Bloom,Gregory Thomas Gundlach
Publisher : SAGE
Page : 570 pages
File Size : 43,5 Mb
Release : 2001
Category : Business & Economics
ISBN : 0761916261

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Handbook of Marketing and Society by Paul N. Bloom,Gregory Thomas Gundlach Pdf

Marketing scholars have a long history of conducting research on how marketing affects the welfare of society. A significant body of knowledge has developed to look beyond marketing's impact on the corporate bottom line towards the affects of marketing on consumer sovereignty, public health, economic growth, and other aspect of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need! Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively. Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.