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Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication programme.
Relationship Marketing by Thorsten Hennig-Thurau Pdf
Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS
Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification by Anonim Pdf
"Today's buyers want to be engaged differently than in years past, and many traditional marketing tactics simply do not work anymore. Social media marketing is a revolutionary way to build solid relationships with buyers long before first contact. Marketing 2.0 demonstrates through strategies, tactics, and real world examples that the greatest risk to businesses is NOT adopting these indispensable social media marketing techniques" -- Cover.
Author : Fred L. Miller Publisher : ESRI, Inc. Page : 436 pages File Size : 44,6 Mb Release : 2007 Category : Business & Economics ISBN : 9781589480797
Bondarenko V., Sidorenko V., Hryshchenko A., Vyshnivska B., Nahorna O., Barylovych O., Riabchyk A., Zikranets M., Zbarskyi V., Mastylo A., Avramenko R., Galchynska J., Havryliuk Y., Kalkovska I., Heraimovych V., Humenyuk I., Golovnina O., Grydzhuk I.
Author : Bondarenko V., Sidorenko V., Hryshchenko A., Vyshnivska B., Nahorna O., Barylovych O., Riabchyk A., Zikranets M., Zbarskyi V., Mastylo A., Avramenko R., Galchynska J., Havryliuk Y., Kalkovska I., Heraimovych V., Humenyuk I., Golovnina O., Grydzhuk I. Publisher : International Science Group Page : 441 pages File Size : 51,8 Mb Release : 2024-04-16 Category : Technology & Engineering ISBN : 9798893721720
DEVELOPMENT OF MARKETING AT AGRICULTURAL AND PROCESSING ENTERPRISES by Bondarenko V., Sidorenko V., Hryshchenko A., Vyshnivska B., Nahorna O., Barylovych O., Riabchyk A., Zikranets M., Zbarskyi V., Mastylo A., Avramenko R., Galchynska J., Havryliuk Y., Kalkovska I., Heraimovych V., Humenyuk I., Golovnina O., Grydzhuk I. Pdf
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STRATEGIC DIRECTIONS OF MARKETING ACTIVITIES OF AGRICULTURAL ORGANIZATIONS by Bondarenko V., Lutsii О., Lutsii I., Riabchyk A., Vyshnivska B., Nahorna O., Barylovych O., Timchenko O., Golovnina O., Збарський В.К., Авраменко Р.Ф., Степанець І.П., Мастило А.Ф., Майстренко В.І. Pdf
The current state of development of the domestic economy is characterized by its crisis nature caused by the influence of external and internal environment factors. In the context of the economic crisis, the degree of market uncertainty is sharply increasing, which negatively affects the activities of individual enterprises, the industry and the economy of Ukraine as a whole. These problems are particularly acute for agricultural enterprises, since they must take into account both the peculiarities of the competitive (market) environment and the specifics of the industry. That is why there is a need to analyze the theoretical and analytical foundations of marketing activities of agricultural enterprises with a view to identifying the main ways to increase the efficiency of marketing measures to improve their economic activities. In the period of formation of market relations, Ukrainian enterprises faced a number of serious problems both at the macro and micro level. Nowadays, the marketing activities of an agricultural enterprise must develop harmoniously and, in the face of instability, have a developed strategy for survival in a situation that will ensure stable functioning in the market. At present, there are many types of enterprise strategies that have historically been formed during the period of marketing formation of enterprise activities, but in order to develop an enterprise's own strategy, it is necessary to take into account a large number of factors that are dynamic in space and time, including the regulatory and methodological regulation of the process of forming a marketing strategy. The result of the study is the development of proposals for improving the regulatory framework, which directly affects the formation of the marketing strategy of agricultural enterprises. In the course of the study, the author improves the technology of forming an enterprise's marketing strategy as a set of interdependent mechanisms, tools and processes, which, unlike the existing ones, provides for achieving the strategic goals of marketing activities by an economic entity on the basis of selection and choice of alternative options for its implementation. The article proposes to consider the main factors influencing the implementation of the marketing strategy at enterprises of Khmelnytskyi region, as well as the regulatory and methodological directions for improving marketing activities at the macro and micro levels. It is also proposed to use the methodology for determining the impact of macroand micro-environment factors on the marketing activities of agricultural enterprises The implementation of strategic development of agricultural enterprises on a market basis, strengthening of competition, and integration into the global economic space give priority to the effective functioning of agricultural producers. In a market environment, the economic efficiency of agricultural market participants largely depends on the development of effective marketing strategies for agricultural enterprises, the implementation of a flexible pricing policy, the organization of optimal sales channels for agricultural products, the ability to navigate the environment and anticipate major development trends. In the market environment, demand plays a decisive role, and supply of agricultural products is organized in relation to it. Prioritizing supply involves elements of risk and uncertainty. Therefore, the formation and development of the marketing strategy of agricultural enterprises is particularly relevant. It is also worth noting that in Ukraine there are practically no scientifically based approaches to the development of the marketing strategy of agricultural enterprises, its formation and practical use in the market environment. At the beginning of a full-scale war, during a period of chaos and uncertainty, the vast majority of businesses, companies, and brands became virtually helpless, as traditional approaches to marketing lost their meaning. In the first days of the war, social media were filled with pre-war information against the backdrop of military realities, which looked rather incorrect. At that time, most companies refused to interact with customers and chose a wait-and-see strategy, but once they recovered, they began to return to work. Our society was in crisis even before the Russian invasion, and having barely overcome the powerful waves of the COVID-19 pandemic, we were gradually adapting to the new realities of life. Even before the full-scale war, Ukrainians had been learning to adapt to stressful conditions, resulting in new consumption trends (living now, even in the face of instability; not putting anything off for later; getting your life together and forcing changes in traditional habits). During any shocks, both during the COVID-19 pandemic and in wartime, it is worth remembering the need to apply a meaningful, aggressive and effective corporate marketing policy in your practice. Traditionally, marketing demand has been driven by overproduction and oversupply in a highly competitive market. However, it is necessary to understand that any fundamental change in the market environment (crisis, pandemic, war) will lead to the main problem that a business owner will face - the limitation of the solvency of market demand in the quantitative and value categories. Accordingly, on the one hand, companies will face problems with product sales, sales and profit margins, and on the other hand, aggressive behavior of competitors with a limited market size. In this case, the consumer has many options at the best price and, therefore, he has absolute power over the seller's firm. Therefore, in order to eliminate or overcome such problems, it is necessary to skillfully build marketing plans for the strategic perspective, taking into account possible risks. Today, there is a need for a thorough study of strategic marketing in wartime and the postwar period The results of the research presented in the monograph are determined within the framework of the initiative topic of the Department of Marketing and International Trade of the National University of Life and Environmental Sciences of Ukraine "Development of Marketing at Agricultural and Processing Enterprises", state registration number 0120U100630.
Trump University books are practical, straightforward primers on the basics of doing business the Trump way—successfully. Written by leading experts and including an inspiring Foreword by Trump himself, these books present smart business wisdom illustrated by real-life examples from Trump and other world-renowned experts. Perfect for anyone who wants to get ahead in business without the cost of an MBA, these street-smart books provide real-world business advice based on the one thing you can't get in any business school—experience. In Trump University Marketing 101, Second Edition, you'll learn how to: Master the basics of great marketing to grow your business Adapt your marketing strategy to difficult economic conditions Understand customers, competitors, and markets Discover your target audiences Position your product or service against the competition Create a great brand from scratch Market residential and commercial properties effectively Develop powerful marketing plans Increase customer satisfaction Price your products for maximum profit Use advertising and the Internet to promote your business Employ guerrilla marketing techniques And much more!
Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
Marketing, management and production in educational and publication activites in former USSR countries and Eastern Europe by Wadim Strielkowski,Inna ?ábelková Pdf
Цель научного издания Маркетинг, менеджмент и организация производства в сфере образования и публикаций в условиях стран бывшего Советского Союза и Восточной Европы - привлечь внимание к проблемам современного подхода к маркетингу, менеджменту и организации производства в сфере образования и публикаций, способствовать совершенствованию методов и форм управления производством, обмену опытом и идеями в направлении повышения качества маркетинга и менеджмента в сфере образования и публикаций, его стандартизации, и развития академической мобильности.
Predatory Marketing by C. Britt Beemer,Robert L. Shook Pdf
"Predatory Marketing" is based on one powerful principle: find out what competitors do best and convince their customers that you can do it better. Applying this prescription to all aspects of marketing, this book reveals proven methods for winning customer satisfaction and loyalty. Includes special nationwide Consumer Mind Reader surveys conducted exclusively for this book.
Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today’s unprecedented disruption. As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution. Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination. As Chief Marketing Officer of Mastercard, one of the world’s most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful. In Quantum Marketing, readers will: Understand the evolution of marketing and how to be at the forefront of future change. Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry. Achieve breakthroughs in innovative thinking to compete in modern business. Gain perspective from top marketers across industries. Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.
Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi Pdf
Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and “stories” tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.
