Advertising And Imc

Author by : Sandra Moriarty
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 37
Total Download : 831
File Size : 47,9 Mb
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Description : Revised edition of Advertising & IMC, [2015]


Advertising Imc

Author by : Sandra Ernst Moriarty
Languange : en
Publisher by : Prentice Hall
Format Available : PDF, ePub, Mobi
Total Read : 33
Total Download : 513
File Size : 51,8 Mb
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Description : For introductory courses in advertising. An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress. This program will provide a better teaching and learning experience—for you and your students. Here's how: Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication–multi-platform, as well as multimedia– and the discussion is embedded seamlessly throughout the book. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.


Principles Of Advertising Imc

Author by : Tom Duncan
Languange : en
Publisher by : Irwin/McGraw-Hill
Format Available : PDF, ePub, Mobi
Total Read : 89
Total Download : 926
File Size : 50,9 Mb
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Description : Principles of Advertising and IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. Principles of Advertising and IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.


Advertising Management

Author by : Batra
Languange : en
Publisher by : Pearson Education India
Format Available : PDF, ePub, Mobi
Total Read : 63
Total Download : 833
File Size : 41,8 Mb
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The Entrepreneur S Guide To Advertising

Author by : James R. Ogden
Languange : en
Publisher by : ABC-CLIO
Format Available : PDF, ePub, Mobi
Total Read : 36
Total Download : 179
File Size : 44,7 Mb
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Description : Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers. * Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan


Integrated Marketing Communication

Author by : Robyn Blakeman
Languange : en
Publisher by : Rowman & Littlefield
Format Available : PDF, ePub, Mobi
Total Read : 42
Total Download : 605
File Size : 46,7 Mb
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Description : Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.


Marketing Communications

Author by : Paul Russell Smith
Languange : en
Publisher by : Kogan Page Publishers
Format Available : PDF, ePub, Mobi
Total Read : 12
Total Download : 859
File Size : 45,8 Mb
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Description : This new edition is up-to-the minute with the latest marketing buzz, with revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers.


Integrated Marketing Communications With Student Resource Access 12 Months

Author by : Bill Chitty
Languange : en
Publisher by : Cengage AU
Format Available : PDF, ePub, Mobi
Total Read : 56
Total Download : 195
File Size : 43,9 Mb
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Description : Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Each new copy of the text also offers 12 month access to a wealth of student online revision and learning tools: CourseMate Express + Search me! Marketing. Unique to the text is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.


Advertising N Promotion

Author by : Shah
Languange : en
Publisher by : Tata McGraw-Hill Education
Format Available : PDF, ePub, Mobi
Total Read : 87
Total Download : 284
File Size : 48,5 Mb
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The Sage Handbook Of Advertising

Author by : Gerard J Tellis
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 48
Total Download : 155
File Size : 52,6 Mb
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Description : 'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, M&C Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.


The Advertising Business

Author by : John Philip Jones
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 24
Total Download : 213
File Size : 45,9 Mb
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Description : This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.


Advances In Advertising Research Vol V

Author by : Ivana Bušljeta Banks
Languange : en
Publisher by : Springer
Format Available : PDF, ePub, Mobi
Total Read : 78
Total Download : 579
File Size : 48,6 Mb
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Description : Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.


Rural Marketing Text And Cases 2 E

Author by : Krishnamacharyulu C. S. G.
Languange : en
Publisher by : Pearson Education India
Format Available : PDF, ePub, Mobi
Total Read : 82
Total Download : 957
File Size : 41,7 Mb
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Description :


Advertising Principles And Practice

Author by : Sandra Moriarty
Languange : en
Publisher by : Pearson Australia
Format Available : PDF, ePub, Mobi
Total Read : 57
Total Download : 458
File Size : 44,8 Mb
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Description : The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells.


Advertising Theory

Author by : Shelly Rodgers
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 91
Total Download : 325
File Size : 40,7 Mb
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Description : Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory – and across advertising contexts – both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.


Nonprofit Marketing Best Practices

Author by : John Burnett
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 92
Total Download : 380
File Size : 54,5 Mb
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Description : From a leader in nonprofit marketing, a hands–on guide to the best practices in doing marketing for your organization. In today′s challenging economic climate, every nonprofit organization needs an organization–wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers. Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including: ∗ How to market intangibles ∗ Defining services and service products ∗ The unique characteristics of service products ∗ The marketing–related needs and wants of nonprofits ∗ Best practices marketing strategies and tactics ∗ Marketing successes, marketing failures, and company demographics Nonprofit leader John Burnett shares everything he′s learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization. Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must–have book equips you with the best practices in nonprofit marketing–what to do, what not to do, and how to do it better.


Marketing

Author by : Jon Groucutt
Languange : en
Publisher by : Kogan Page Publishers
Format Available : PDF, ePub, Mobi
Total Read : 58
Total Download : 832
File Size : 47,7 Mb
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Description : Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research: introduction; learning objectives; chapter sub headings - key issues; chapter summary; exercises and questions for review and critical thinking. At the end of the book there are additional notes and references to support student learning. Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people. FREE CD ROM FOR LECTURERS The authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher. CONTENTS Introduction What is marketing? The business and marketing environment Ethical marketing and social responsibility Buyer behaviour Segmenting, positioning and targeting Marketing research Marketing and strategy Products and brands Price and pricing strategies Promotion part 1 Promotion part 2 People, physical evidence and process Placement, distribution and logistics Marketing across borders: the international dimension Application: bringing the elements together Notes Reference Index Please view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt


Advertising

Author by : SHARMA, SANGEETA
Languange : en
Publisher by : PHI Learning Pvt. Ltd.
Format Available : PDF, ePub, Mobi
Total Read : 64
Total Download : 210
File Size : 45,7 Mb
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Description : Advertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, data analytics, and computer-aided designing has revolutionized the advertising world. This book provides an in-depth coverage of the concepts related to advertising, media planning, and nuances of advertising in each media source. Divided into five parts, the text covers advertising basics, advertising research and strategy, creativity and advertising, advertising media, and integrated marketing communications. The book describes how to develop and execute an effective advertising campaign by understanding consumers' mindset and conducting advertising research. It also enables the reader to assess, review and modify an advertising campaign through case studies of several brands. The third edition of the book appropriately incorporates a chapter on 'Digital Marketing', and 'Rural Marketing' along with revamping and reorganising contents of book to enhance the learning process. KEY FEATURES • A large number of ads, current as well as from the past, are used to elucidate the concepts. • The text helps the reader analyze an ad copy and find its relevance to the product. • Case studies on popular brands are provided throughout the text to assist the reader in understanding the key elements of successful brand building. • The book is primarily intended to serve as a text for postgraduate students of management and the students pursuing various courses in advertising. TARGET AUDIENCE • MBA • PG Diploma in Advertising & PR • PG Certificate Programme—Sales & Marketing Communication


A Reader In Marketing Communications

Author by : Philip Kitchen
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 69
Total Download : 938
File Size : 54,8 Mb
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Description : Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.


Advertising Management By Dr F C Sharma Ebook

Author by : Dr. F. C. Sharma
Languange : en
Publisher by : SBPD Publications
Format Available : PDF, ePub, Mobi
Total Read : 60
Total Download : 643
File Size : 43,6 Mb
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Description : An excellent book for commerce students appearing in competitive, professional and other examinations.1. Introduction to Advertising, 2. Scope and Forms of Advertising, 3. The Social and Economic Aspects of Advertising, 4. Ethics and Truths in Indian Advertising, 5. Introduction to Integrated Marketing Communications (IMC), 6. Communication—An Introduction, 7. Communication Process in Advertising, 8. Branding and Advertising, 9. Setting Advertising Objectives (Promotional Objectives), 10. Advertising Budget, 11. Advertising Agency, Organisation and Department, 12. Advertising Appeals, 13. Advertising Copy (Meaning, Components and Types), 14. Creativity in Advertising, 15. Planning an Advertising Campaign and Advertising Scheduling, 16. Media Planning and Strategy, 17. Advertising Research, 18. Testing or Evaluation of Advertising Effectiveness, 19. International Advertising.


Advertising Creative

Author by : Tom Altstiel
Languange : en
Publisher by : SAGE Publications
Format Available : PDF, ePub, Mobi
Total Read : 67
Total Download : 198
File Size : 50,8 Mb
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Description : Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.


Marketing Communications

Author by : Chris Fill
Languange : en
Publisher by : Pearson Education
Format Available : PDF, ePub, Mobi
Total Read : 57
Total Download : 837
File Size : 52,5 Mb
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Description : Building on its established structure and reputation, the fifth edition of "Marketing Communications "is geared toward students studying marketing or business studies at undergraduate level and postgraduate students on marketing related programmes. The book is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing. "Marketing Communications "adopts a critical perspective of the subject and unlike other texts in the field, which adopt a 'how-to' approach, this text provides readers with an insight into the 'why' about marketing communications. Comprehensive web site Enhance your teaching/learning with materials available on the companion web site. Visit www.pearsoned.co.uk/fill to access outline answers to the MiniCase questions, an Instructor's Manual, PowerPoint slides and, NEW TO THIS EDITION, podcasts, video and direction to key academic papers on marketing communications. There are opportunities for students and tutors to share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers. About the author Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is the Senior Examiner for the "Marketing Communications" module offered by the Chartered Institute of Marketing on the Professional Diploma programme and he is also responsible for the module "Managing Corporate Reputation" on the newly revised Postgraduate Diploma programme. 'This new edition is a superb text that covers the core areas of the subject area as well as the latest and contemporary developments that have impacted companies and consumers. Students will find this book interesting to read, with many relevant case studies, vignettes with questions, figures and diagrams that provide clear connections between theory and practice.' Professor T. C. Melewar PhD, Professor of Marketing and Strategy, Brunel University "'Marketing Communications" engages and stimulates the reader with interesting, contemporary and beautifully presented imagery and examples. This is an invaluable resource and should be on the bookshelf of every serious student of advertising and marketing.' Marian Norwood, Course Director BSc Hons Advertising, University of Ulster All Island Marketing Award Winner 'This book has always been THE definitive marketing communications 'authority' - but this new edition has superseded all my expectations in terms of delivering an exciting and authoritative text which stimulates the reader and explores the most apt and crucial contemporary key issues for tomorrow's recession-proof marketing communicators.' Dr Ruth Ashford, PhD, Chartered Marketer, MCIM, MAM, AIPM Head of Marketing and Retail Division, MMU Business School


International Advertising And Communication

Author by : Sandra Diehl
Languange : en
Publisher by : Springer Science & Business Media
Format Available : PDF, ePub, Mobi
Total Read : 26
Total Download : 524
File Size : 45,7 Mb
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Description : The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising


Strategic Integrated Marketing Communications

Author by : Larry Percy
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 34
Total Download : 179
File Size : 53,6 Mb
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Description : An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes


Handbook Of Public Relations

Author by : Robert L. Heath
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 30
Total Download : 300
File Size : 46,6 Mb
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Description : This is a comprehensive and detailed examination of the field, which reviews current scholarly literature. This contributed volume stresses the role PR plays in building relationships between organizations, markets, audiences and the public.


The Routledge Companion To Advertising And Promotional Culture

Author by : Matthew P. McAllister
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 23
Total Download : 924
File Size : 49,5 Mb
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Description : The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight sections: Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice. Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment. Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice. Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces. Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts. Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education. Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships. The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste. With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present.


Marketing Strategies

Author by : Ashok Ranchhod
Languange : en
Publisher by : Pearson Education
Format Available : PDF, ePub, Mobi
Total Read : 78
Total Download : 496
File Size : 48,9 Mb
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Description : Challenging traditional marketing concepts like the 4 Ps, Marketing Strategies examines the key factors affecting marketing in today's competitive business environment: sustainability, ethics, market orientation, the impact of technology and globalisation.


Managing Customer Relationships

Author by : Don Peppers
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 76
Total Download : 260
File Size : 49,9 Mb
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Description : In today’s competitive marketplace, customer relationshipmanagement is critical to a company’s profitability andlong-term success. To become more customer focused, skilledmanagers, IT professionals and marketing executives must understandhow to build profitable relationships with each customer and tomake managerial decisions every day designed to increase the valueof a company by making managerial decisions that will grow thevalue of the customer base. The goal is to build long-termrelationships with customers and generate increased customerloyalty and higher margins. In Managing Customer Relationships, DonPeppers and Martha Rogers, credited with founding thecustomer-relationship revolution in 1993 when they invented theterm "one-to-one marketing," provide the definitive overview ofwhat it takes to keep customers coming back for years to come. Presenting a comprehensive framework for customer relationshipmanagement, Managing Customer Relationships provides CEOs, CFOs,CIOs, CMOs, privacy officers , human resources managers, marketingexecutives, sales teams, distribution managers, professors, andstudents with a logical overview of the background, themethodology, and the particulars of managing customer relationshipsfor competitive advantage. Here, renowned customer relationshipmanagement pioneers Peppers and Rogers incorporate many of theprinciples of individualized customer relationships that they arebest known for, including a complete overview of the background andhistory of the subject, relationship theory, IDIC(Identify-Differentiate-Interact-Customize) methodology, metrics,data management, customer management, company organization, channelissues, and the store of the future. One of the first books designed to develop an understanding ofthe pedagogy of managing customer relationships, with an emphasison customer strategies and building customer value, ManagingCustomer Relationships features: Pioneering theories and principles of individualized customerrelationships An overview of relationship theory Contributions from such revolutionary leaders as Philip Kotler,Esther Dyson, Geoffrey Moore, and Seth Godin Guidelines for identifying customers and differentiating them byvalue and need Tips for using the tools of interactivity and customization tobuild learning relationships Coverage of the importance of privacy and customer feedback Advice for measuring the success of customer-basedinitiatives The future and evolution of retailing An appendix that examines the qualities needed in a firm’scustomer relationship leaders, and that provides fundamental toolsfor embarking on a career in managing customer relationships orhelping a company use customer value as the basis for executivedecisions The techniques in Managing Customer Relationships can help anycompany sharpen its competitive advantage.