Does Marketing Need Reform Fresh Perspectives On The Future

Author by : Jagdish N Sheth
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 50
Total Download : 570
File Size : 50,5 Mb
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Description : Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.


Does Marketing Need Reform Fresh Perspectives On The Future

Author by : Jagdish N Sheth
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 99
Total Download : 177
File Size : 42,6 Mb
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Description : Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.


Critical Marketing

Author by : Pauline Maclaran
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 28
Total Download : 534
File Size : 52,5 Mb
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Description : Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities. In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides: · The latest knowledge based on a series of major seminars in the field · The insights of a leading team of international contributors with an interdisciplinary perspective . A clear map of the domain of critical marketing · A rigorous analysis of the implications for future thinking and research. For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.


Handbook Of Advances In Marketing In An Era Of Disruptions

Author by : Atul Parvatiyar
Languange : en
Publisher by : SAGE Publications India
Format Available : PDF, ePub, Mobi
Total Read : 95
Total Download : 216
File Size : 51,8 Mb
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Description : We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality. This book is dedicated to Professor Jagdish N. Sheth and honours his sustained contribution as a management thinker, scholar, academician and corporate adviser in an illustrious career spanning over five decades.


Marketing

Author by : Paul Baines
Languange : en
Publisher by : Oxford University Press
Format Available : PDF, ePub, Mobi
Total Read : 59
Total Download : 733
File Size : 43,7 Mb
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Description : Do you want to know how a quintessentially British brand expands into the Chinese market, how organizations incorporate social media into their communication campaigns, or how a department store can channel its business online? What can you learn from these practices and how could it influence your career, whether in marketing or not? Marketing, 4th edition, will provide the skills vital to successfully engaging with marketing across all areas of society, from dealing with skeptical consumers, moving a business online, and deciding which pricing strategy to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to a business advantage. In this edition, a broader range of integrated examples and market insights within each chapter demonstrate the relevance of theory to the practice, featuring companies such as Porsche, Facebook, and L'Oreal. The diversity of marketing on a global scale is showcased by examples that include advertising in the Middle East, Soberana marketing in Panama, and LEGO's expansion into emerging markets. Theory into practice boxes relate these examples back the theoretical frameworks, models, and concepts outlined in the chapter, giving a fully integrated overview of not just what marketing theory looks like in practice, but how it can be used to promote a company's success. Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. For the fourth edition, the authors speak to a range of companies, from Withers Worldwide to Aston Martin, the City of London Police to Spotify, asking marketing professionals to talk you through how they dealt with a marketing problem facing their company. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further. Employing their widely-praised writing style, the authors continue to encourage you to look beyond the classical marketing perspectives by contrasting these with the more modern services and societal schools of thought, while new author, Sara Rosengren, provides a fresh European perspective to the subject. The fourth edition of the best-selling Marketing, will pique your curiosity with a fascinating, contemporary, and motivational insight into this dynamic subject. The book is accompanied by an Online Resource Centre that features: For everyone: Practitioner Insight videos Library of video links Worksheets For students: Author Audio Podcasts Multiple choice questions Flashcard glossaries Employability guidance and marketing careers insights Internet activities Research insights Web links For lecturers: VLE content PowerPoint Slides Test bank Essay Questions Tutorial Activities Marketing Resource Bank Pointers on Answering Discussion questions Figures and Tables from the book Transcripts to accompany the practitioner insight videos.


Ethical And Social Marketing In Asia

Author by : Bang Nguyen
Languange : en
Publisher by : Chandos Publishing
Format Available : PDF, ePub, Mobi
Total Read : 80
Total Download : 833
File Size : 45,5 Mb
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Description : There is a growing interest in firms’ adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing process, and Social Marketing is a concept that seeks to influence a target audience for the greater social good. Ethical and Social Marketing in Asia examines this so-far unexplored area, investigating why differing cultures and consumption behaviours require different emphasis in different markets. The diversity of the Asian countries provides a perplexing environment to the development and management of ethical and social marketing. The belief that bottom line profits is enough for a company, is often not favourably viewed by Asian countries emphasising collective, social and long term benefits for the people and country. Due to these interesting characteristics and complexities, the study of ethical and social marketing in Asia is a timely topic. The first chapters introduce Ethical Marketing in Asia, followed by case studies of how the approach is used across 14 diverse economies, geographically based on ‘clusters’; North East, (China, Taiwan, Japan, South Korea), South East (Singapore, Malaysia, Thailand, Vietnam, Cambodia, the Philippines, Indonesia) and South Asia (India, Pakistan, Bangladesh). The second part discusses Social Marketing using the same sequence of regions and economies and the third part explores the unique link to Fairness Management in Asia, followed by a conclusion. explores the nature of ethical and social marketing from an Asian perspective discusses current ethical and social marketing researches and practices in different areas, industries, commercial and non-commercial sectors serves as an invaluable resource for marketing academics and practitioners requiring more than anecdotal evidence of different ethical and social marketing applications compares and contrasts unethical situations covering important aspects related to ethics, society and fairness includes an interesting mix of theory, research findings and practices


Marketing Rhetoric And Control

Author by : Christopher Miles
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 92
Total Download : 269
File Size : 48,9 Mb
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Description : 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.


Consumer Behaviour

Author by : Michael Solomon
Languange : en
Publisher by : Pearson Higher Education AU
Format Available : PDF, ePub, Mobi
Total Read : 16
Total Download : 654
File Size : 41,7 Mb
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Description : Consumer behaviour is more than buying things; it also embraces the study of how having (or not having) things affects our lives and how possessions influence the way we feel about ourselves and each other - our state of being. The 3rd edition of Consumer Behaviour is presented in a contemporary framework based around the buying, having and being model and in an Australasian context. Students will be engaged and excited by the most current research, real-world examples, global coverage, managerial applications and ethical examples to cover all facets of consumer behaviour. With new coverage of Personality and incorporating real consumer data, Consumer Behaviour is fresh, relevant and up-to-date. It provides students with the best possible introduction to this fascinating discipline.


The Dominant Influence Of Marketing In The 21st Century

Author by : P. Kitchen
Languange : en
Publisher by : Springer
Format Available : PDF, ePub, Mobi
Total Read : 22
Total Download : 547
File Size : 54,8 Mb
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Description : Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'


The Dark Side Of Crm

Author by : Bang Nguyen
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 24
Total Download : 506
File Size : 40,5 Mb
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Description : Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences. Such bad behaviours, by firms and customers, have consequences for perceptions of trust and fairness, for endorsements and referrals, for repeat purchasing and loyalty, and ultimately for a firm’s profitability and RoI. The management of customer relationships is core to the success and even survival of the firm. As The Dark Side of CRM explores, this is an area fraught with difficulties, duplicitous practice and undesirable behaviours. These need acknowledging, mitigating and controlling. This book is the first of its kind to define these dark sides, exploring also how firms and policy-makers might address such behaviours and manage them successfully. With contributions from many of the leading exponents globally of CRM and understanding customers, The Dark Side of CRM is essential reading for students, researchers and practitioners interested in managing customers, relationship marketing and CRM, as well as social media and marketing strategy.


Contemporary Issues In Marketing And Consumer Behaviour

Author by : Elizabeth Parsons
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 63
Total Download : 392
File Size : 50,5 Mb
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Description : This second edition of Contemporary Issues in Marketing and Consumer Behaviour has been completely revised and updated to keep pace with the latest developments, exploring fresh new themes in brand cultures, postmodernism, gender, ethics and globalisation. Topics new to this edition include: * the moralised brandscape; * the politics of consumption; * the spaces and places of marketing; and * the relationship between marketing and psychoanalysis. This popular text successfully links marketing theory with practice, locating marketing ideas and applications within wider global, social and economic contexts. Written by three experts in the field, this title fills a gap in a growing market interested in these contemporary issues. Mapping neatly to a one-semester module, it provides a complete off-the-shelf teaching package for masters, MBA and advanced undergraduate modules in marketing and consumer behaviour and a useful resource for dissertation study at both undergraduate and postgraduate levels.


Handbook Of Research On Developing Sustainable Value In Economics Finance And Marketing

Author by : Akkucuk, Ulas
Languange : en
Publisher by : IGI Global
Format Available : PDF, ePub, Mobi
Total Read : 75
Total Download : 344
File Size : 52,5 Mb
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Description : In an age of rising environmental concerns, it has become necessary for businesses to pay special attention to the resources they are consuming and the long-term effects of the products they are creating. These concerns, coupled with the current global economic crisis, demand a solution that includes not only business, but politics, ecology, and culture as well. The Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing provides the latest empirical research findings on how sustainable development can work not just for organizations, but for the global economy as a whole. This book is an essential reference source for professionals and researchers in various fields including economics, finance, marketing, operations management, communication sciences, sociology, and information technology.


Olympic Marketing

Author by : Alain Ferrand
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 39
Total Download : 796
File Size : 42,7 Mb
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Description : The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.


Handbook Of Research On Strategic Fit And Design In Business Ecosystems

Author by : Hacioglu, Umit
Languange : en
Publisher by : IGI Global
Format Available : PDF, ePub, Mobi
Total Read : 72
Total Download : 606
File Size : 40,9 Mb
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Description : With advancing information technology, businesses must adapt to more efficient structures that utilize the latest in robotics and machine learning capabilities in order to create optimal human-robot cooperation. However, there are vital rising concerns regarding the possible consequences of deploying artificial intelligence, sophisticated robotic technologies, automated vehicles, self-managing supply modes, and blockchain economies on business performance and culture, including how to sustain a supportive business culture and to what extent a strategic fit between human-robot collaboration in a business ecosystem can be created. The Handbook of Research on Strategic Fit and Design in Business Ecosystems is a collection of innovative research that builds a futuristic view of evolving business ecosystems and a deeper understanding of business transformation processes in the new digital business era. Featuring research on topics such as cultural hybridization, Industry 4.0, and cybersecurity, this book is ideally designed for entrepreneurs, executives, managers, corporate strategists, economists, IT specialists, IT consultants, engineers, students, researchers, and academicians seeking to improve their understanding of future competitive business practices with the adoption of robotic and information technologies.


The Sage Handbook Of Marketing Theory

Author by : Pauline Maclaran
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 17
Total Download : 732
File Size : 51,5 Mb
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Description : Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.


A Concise Guide To Market Research

Author by : Marko Sarstedt
Languange : en
Publisher by : Springer
Format Available : PDF, ePub, Mobi
Total Read : 18
Total Download : 765
File Size : 46,8 Mb
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Description : This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed. The new edition uses IBM SPSS version 25 and offers the following new features: A single case and dataset used throughout the book to facilitate learning New material on survey design and all data analysis methods to reflect the latest advances concerning each topic Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more A glossary that includes definitions of all the keywords and other descriptions of selected topics Links to additional material and videos via the Springer Multimedia App


Handbook Of Marketing And Finance

Author by : Shankar Ganesan
Languange : en
Publisher by : Edward Elgar Publishing
Format Available : PDF, ePub, Mobi
Total Read : 17
Total Download : 943
File Size : 51,8 Mb
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Description : 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.


Beyond Multi Channel Marketing

Author by : Maria Palazzo
Languange : en
Publisher by : Emerald Group Publishing
Format Available : PDF, ePub, Mobi
Total Read : 55
Total Download : 856
File Size : 54,8 Mb
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Description : Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0.


Marketing Management

Author by : Philip Kotler
Languange : en
Publisher by : Pearson UK
Format Available : PDF, ePub, Mobi
Total Read : 75
Total Download : 719
File Size : 46,7 Mb
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Description : The classic Marketing Management is an undisputed global best-seller - an encyclopedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book - and adds: * A structure designed specifically to fit the way the course is taught in Europe. * Fresh European examples which make students feel at home. * The inclusion of the work of prominent European academics. * A focus on the digital challenges for marketers. * An emphasis on the importance of creative thinking and its contribution to marketing practice. * New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes.


The Handbook Of Technology Management Supply Chain Management Marketing And Advertising And Global Management

Author by : Hossein Bidgoli
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 34
Total Download : 886
File Size : 55,8 Mb
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Description : The discipline of technology management focuses on the scientific, engineering, and management issues related to the commercial introduction of new technologies. Although more than thirty U.S. universities offer PhD programs in the subject, there has never been a single comprehensive resource dedicated to technology management. "The Handbook of Technology Management" fills that gap with coverage of all the core topics and applications in the field. Edited by the renowned Doctor Hossein Bidgoli, the three volumes here include all the basics for students, educators, and practitioners


Organizational Ethics

Author by : Craig E. Johnson
Languange : en
Publisher by : SAGE Publications
Format Available : PDF, ePub, Mobi
Total Read : 44
Total Download : 418
File Size : 50,7 Mb
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Description : Every industry must confront unethical behavior in the workplace. Whether your students want to pursue careers in business, education, public service, or the military, they will need a solid foundational understanding of ethics and the impact their decisions will have on their organizations and their own lives. Organizational Ethics: A Practical Approach equips students with the knowledge and skills they need to make a positive difference in their workplace. Self-assessments, reflection opportunities, and application projects allow students to practice their ethical reasoning abilities. Each part of the book focuses on a different aspect of ethical organizational behavior, examining ethics at the individual, group, and organizational levels. The revised Fourth Edition includes a new feature titled Contemporary Issues in Organizational Ethics and new case studies on current topics such as fake news, sexual harassment, and cultural appropriation. This book shows how readers can develop their ethical expertise and provides opportunities to practice problem-solving to defend their decisions.


Review Of Marketing Research

Author by : Naresh Malhotra
Languange : en
Publisher by : Emerald Group Publishing
Format Available : PDF, ePub, Mobi
Total Read : 90
Total Download : 364
File Size : 55,7 Mb
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Description : This special issue of Review of Marketing Research is unique in that it contains chapters by marketing legends in their own words. Bagozzi, Hunt, Kotler, Kumar, Malhotra, Monroe, Sheth, Wind and Zaltman summarize not only their research but also the salient aspects of their academic life journeys.


Planetary Praxis Pedagogy

Author by : Shannon A. Moore
Languange : en
Publisher by : Springer
Format Available : PDF, ePub, Mobi
Total Read : 12
Total Download : 835
File Size : 42,7 Mb
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Description : “Good books make important points because their authors have something worthwhile to say. This book is more than a good book because its authors not only make important points but they do so in ways that exemplify the transdisciplinarity the authors write about. In eight interesting and insightful chapters the book connects pedagogy, marketing, development, immanence, race, resilience, technology, and the commons in ways that show the necessity and importance of transdisciplinary thinking. This is a book for those who seek deeper and more creative connections to a sustainable way of life, a way of life that opens up imaginative acts of hope.” – John Novak, Professor in the Department of Graduate and Undergraduate Studies in Education at Brock University; his research interests include: Philosophy of education, Invitational theory and practice, Educational leadership, and Social-cultural contexts of education


Marketing Strategy And Competitive Positioning 7th Edition

Author by : Prof Graham Hooley
Languange : en
Publisher by : Pearson UK
Format Available : PDF, ePub, Mobi
Total Read : 23
Total Download : 886
File Size : 45,8 Mb
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Description : Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.


The Marketing Book

Author by : Michael Baker
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 76
Total Download : 197
File Size : 49,8 Mb
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Description : The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.


Business To Business Marketing Management

Author by : Alan Zimmerman
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 67
Total Download : 445
File Size : 45,7 Mb
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Description : Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe. This new edition has been fully revised with new and updated case studies from a variety of regions. Every chapter has been brought in line with current business to business research, alongside new coverage of non-profit and government marketing, digital marketing, ethics, and corporate social responsibility. Other unique features include: • The placement of B2B in a strategic marketing context. • A full discussion of strategy in a global setting including hypercompetition. • A detailed review of global B2B services marketing, trade shows, and market research. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introductory B2B and intensive courses. It is also comprehensive enough to cover all the aspects of B2B marketing management that any marketer needs, whether they are students or practitioners seeking to improve their knowledge. The textbook is also accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides, test bank of questions, and practical exercises to aid student learning.


Ethics And Neuromarketing

Author by : Andrew R. Thomas
Languange : en
Publisher by : Springer
Format Available : PDF, ePub, Mobi
Total Read : 68
Total Download : 498
File Size : 45,8 Mb
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Description : This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.


Marketing 3e P

Author by : Paul Baines
Languange : en
Publisher by : Oxford University Press
Format Available : PDF, ePub, Mobi
Total Read : 25
Total Download : 317
File Size : 47,9 Mb
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Description : Linked to an online resource centre and instructor's DVD, this textbook introduces the basic principles of marketing. It includes numerous contemporary case studies, chapter summaries and review questions.


Encyclopedia Of E Business Development And Management In The Global Economy

Author by : Lee, In
Languange : en
Publisher by : IGI Global
Format Available : PDF, ePub, Mobi
Total Read : 62
Total Download : 865
File Size : 54,5 Mb
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Description : "This research book is a repository for academicians, researchers, and industry practitioners to share and exchange their research ideas, theories, and practical experiences, discuss challenges and opportunities, and present tools and techniques in all aspects of e-business development and management in the digital economy"--Provided by publisher.


Marketing Critique Le Consommateur Collaborateur En Question

Author by : COVA
Languange : en
Publisher by : Lavoisier
Format Available : PDF, ePub, Mobi
Total Read : 33
Total Download : 995
File Size : 53,8 Mb
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Description : Cet ouvrage est consacré à l'approche dite de marketing critique qui propose un regard décalé sur les discours générés par le marketing et ses alliés tels la sociologie de la consommation, la psychologie du consommateur, etc. Son but est de mettre en lumière dans les discours marketing ce qui relève d'un biais idéologique et non d'une démarche scientifique. Cette approche critique est particulièrement appliquée à la nouvelle logique du marketing, la SDL (Service Dominant Logic) qui donne une place centrale au processus de co-création entre le fournisseur et le consommateur. Le lecteur trouvera dans Marketing critique une panoplie d'idées innovantes qui devrait nourrir une réflexion managériale sur les stratégies permettant aux intervenants de nos sociétés de trouver des solutions novatrices pour répondre à des demandes de services et à des besoins fondamentaux dont celui de l'accès à l'énergie.