Kickstart Marketing

Kickstart Marketing
Author: Linda Hailey
Publsiher: Allen & Unwin
Total Pages: 264
Release: 2001-09-01
ISBN: 9781865083872
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Kickstart Marketing Book Excerpt:

"Takes you through a proven step-by-step system with lots of practical exercises to teach you how to analyse your situation and develop a strategic marketing plan tailored to your own business." - cover.

Building Models for Marketing Decisions

Building Models for Marketing Decisions
Author: Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publsiher: Springer Science & Business Media
Total Pages: 645
Release: 2000-02-29
ISBN: 9780792377726
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Building Models for Marketing Decisions Book Excerpt:

With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.

Business to business Marketing

Business to business Marketing
Author: Ray Wright
Publsiher: Pearson Education
Total Pages: 522
Release: 2004
ISBN: 9780273646471
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Business to business Marketing Book Excerpt:

Business-to-business markets are markets where one business markets and sells products and services for an organisation's own use or to sell on to other businesses for their own use. This text provides an overview of business-to-business marketing.

The Routledge Companion to Strategic Marketing

The Routledge Companion to Strategic Marketing
Author: Bodo B. Schlegelmilch,Russell S. Winer
Publsiher: Routledge
Total Pages: 480
Release: 2020-11-24
ISBN: 1351038656
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Routledge Companion to Strategic Marketing Book Excerpt:

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Ethnic Marketing

Ethnic Marketing
Author: Guilherme Pires,John Stanton
Publsiher: Routledge
Total Pages: 364
Release: 2014-12-05
ISBN: 1135046387
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Ethnic Marketing Book Excerpt:

A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Hacking Marketing

Hacking Marketing
Author: Scott Brinker
Publsiher: John Wiley & Sons
Total Pages: 288
Release: 2016-03-21
ISBN: 1119183170
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Hacking Marketing Book Excerpt:

Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Pioneers in Marketing

Pioneers in Marketing
Author: D.G. Brian Jones
Publsiher: Routledge
Total Pages: 210
Release: 2011-12-21
ISBN: 1136334378
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Pioneers in Marketing Book Excerpt:

Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in this collection. Subsequent chapters describe the lives of Edward David Jones, Simon Litman, Henry Charles Taylor, Percival White, George Burton Hotchkiss, Theodore N. Beckman, David D. Monieson, and William R. Davidson, focusing on their intellectual and professional contributions to the marketing discipline. The biographies are based on rare archival materials, some personal interviews, and analysis of the subjects’ major works. The final chapter draws lessons from the collection for marketing students and teachers. Several important discoveries are reported that suggest opportunities for further research. These stories will inform and inspire students of marketing.

The SAGE Handbook of Marketing Ethics

The SAGE Handbook of Marketing Ethics
Author: Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
Publsiher: SAGE
Total Pages: 576
Release: 2020-10-05
ISBN: 1529738571
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The SAGE Handbook of Marketing Ethics Book Excerpt:

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

Marketing Financial Services

Marketing Financial Services
Author: Mike Wright,Trevor Watkins
Publsiher: Routledge
Total Pages: 384
Release: 2010-02-17
ISBN: 113638023X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Financial Services Book Excerpt:

Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.

Social Media Marketing

Social Media Marketing
Author: Tracy L. Tuten
Publsiher: SAGE Publications Limited
Total Pages: 488
Release: 2020-11-28
ISBN: 1529736226
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Social Media Marketing Book Excerpt:

**Winner of the TAA 2017 Textbook Excellence Award** “Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.” TAA Judges Panel The market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice. 11 new case studies have been added to the 'Case Zone', including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. A must-have text for those studying social media marketing.

Developing Successful Global Strategies for Marketing Luxury Brands

Developing Successful Global Strategies for Marketing Luxury Brands
Author: Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia
Publsiher: IGI Global
Total Pages: 351
Release: 2021-03-26
ISBN: 1799858839
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Developing Successful Global Strategies for Marketing Luxury Brands Book Excerpt:

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

Marketing Research

Marketing Research
Author: Bruce Wrenn,Robert E. Stevens,David L. Loudon
Publsiher: Routledge
Total Pages: 482
Release: 2013-08-21
ISBN: 1135178518
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Research Book Excerpt:

Teach your students the most effective research strategies—including Internet surveys! Over the last few years changes in the marketing research process have been dramatic and far-reaching with the emergence of the Internet and other technologies. Marketing Research: Text and Cases, Second Edition, the completely updated edition of the classic Haworth textbook not only takes students step-by-step through cutting-edge design, conducting, and interpreting of market research, but is now updated to include Internet surveying. The topic of marketing research is comprehensively examined, including strategic and tactical decisions, choosing the proper research design, and successfully presenting results. The book provides clear explanations of complex issues and includes helpful charts, graphs, figures, sample questionnaires, and case studies which make important points easier to grasp. The practice cases (including an SPSS 11.0 data disk) offer engaging real-world problems that test the student’s research and analysis skills. Marketing Research: Text and Cases, Second Edition includes the updated and improved instructor’s manual, test bank, and PowerPoint slides. A brand-new section details procedures on how to successfully perform and effectively use Internet surveys, and includes a list of online survey providers, bulk email providers, and sample emails to use with online surveys. Stressing a practical, “hands on” project approach to learning, this guide not only prepares students for real-world experiences, but allows practitioners who are preparing market analysis reports needing background material to guide them through the process. Marketing Research: Text and Cases, Second Edition offers all the course-planning extras you need, including: thorough instructor’s manual sample syllabus research project tips, assignments, and forms test bank with true-false and multiple choice questions also available: 20-30 PowerPoint slides per chapter Marketing Research: Text and Cases, Second Edition gives instructors the tools they need for thorough course planning and is an ideal textbook for introductory marketing research courses and for practitioners looking for a guidebook.

The Routledge Companion to Ethnic Marketing

The Routledge Companion to Ethnic Marketing
Author: Ahmad Jamal,Lisa Peñaloza,Michel Laroche
Publsiher: Routledge
Total Pages: 362
Release: 2015-06-19
ISBN: 1136164227
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Routledge Companion to Ethnic Marketing Book Excerpt:

The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.

The Routledge Companion to Financial Services Marketing

The Routledge Companion to Financial Services Marketing
Author: Tina Harrison,Hooman Estelami
Publsiher: Routledge
Total Pages: 606
Release: 2014-12-05
ISBN: 1134095627
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Routledge Companion to Financial Services Marketing Book Excerpt:

Interest in Financial Services Marketing has grown hugely over the last few decades, particularly since the financial crisis, which scarred the industry and its relationship with customers. It reflects the importance of the financial services industry to the economies of every nation and the realisation that the consumption and marketing of financial services differs from that of tangible goods and indeed many other intangible services. This book is therefore a timely and much needed comprehensive compendium that reflects the development and maturation of the research domain, and pulls together, in a single volume, the current state of thinking and debate. The events associated with the financial crisis have highlighted that there is a need for banks and other financial institutions to understand how to rebuild trust and confidence, improve relationships and derive value from the marketing process. Edited by an international team of experts, this book will provide the latest thinking on how to manage such challenges and will be vital reading for students and lecturers in financial services marketing, policy makers and practitioners.

Data driven travel marketing

Data driven travel marketing
Author: Jacqueline Schmittem
Publsiher: LIT Verlag Münster
Total Pages: 87
Release: 2021
ISBN: 3643913346
Category: Electronic Book
Language: EN, FR, DE, ES & NL

Data driven travel marketing Book Excerpt:

A dynamic business environment, various digital marketing tools and the power of data are main challenges travel companies have to face. Up-to-dateness and flexibility are crucial for increasing competitiveness and surviving in the jungle of travel firms. But how can these challenges be managed? With a holistic view, business intelligence enhances data-driven decision-making, addresses challenges and brings firms to the next level. By combining data technologies with affiliate marketing, this book develops a data-driven concept for enhanced decision-making in affiliate travel marketing.

Text

Text
Author: William G. Zikmund
Publsiher: Unknown
Total Pages: 701
Release: 1999
ISBN: 1928374650XXX
Category: Electronic Book
Language: EN, FR, DE, ES & NL

Text Book Excerpt:

Compilation of Statutes Relating to the Consumer and Marketing Service and Closely Related Activities as of June 30 1971

Compilation of Statutes Relating to the Consumer and Marketing Service and Closely Related Activities  as of June 30  1971
Author: United States
Publsiher: Unknown
Total Pages: 338
Release: 1971
ISBN: 1928374650XXX
Category: Agricultural laws and legislation
Language: EN, FR, DE, ES & NL

Compilation of Statutes Relating to the Consumer and Marketing Service and Closely Related Activities as of June 30 1971 Book Excerpt:

Set includes revised editions of some issues.

Content Marketing Strategies For Dummies

Content Marketing Strategies For Dummies
Author: Diamond
Publsiher: John Wiley & Sons
Total Pages: 408
Release: 2015-12-21
ISBN: 1119154561
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Content Marketing Strategies For Dummies Book Excerpt:

Drive your content marketing campaign toward success Blogs and social platforms are all the rage right now—especially for strategists looking to cultivate influence among target audience members through content marketing. Content Marketing Strategies For Dummies explains how you can use content marketing to gain an edge over your competition, even in the most crowded of marketplaces. This timely text introduces you to the Five C Cycle: Company Focus, Customer Experience, Content Creation, Channel Promotion, and Closed-Loop Analysis. The Five C Cycle drives the creation and documentation of a targeted content marketing strategy, and allows you to approach your content marketing campaign with confidence. By helping you determine your company's focus, uncover your customers' experience with data, develop channel promotions across social platforms, create actionable online content, and use closed-loop analysis to build on previous success, this will become your go-to content marketing guide. Content marketing entails creating and curating content online via blog posts, social media platforms, and more. The goal is to acquire and retain customers by creating content that brings value to their lives, and that encourages them to engage with your brand. This easy-to-understand guide will help you do just that. Analyze customer data to better understand your target audience's journey Leverage social platforms, such as Facebook and Twitter, to develop channel promotions Create and curate intelligent, engaging content that leads to action Build upon your previous success with closed-loop analysis Whether you work for a large corporation, are part of a small business, are a solo thought leader, or are an educator, Content Marketing Strategies For Dummies tells you how to gain a critical, competitive advantage through targeted content marketing strategies.

International Digital Marketing in China

International Digital Marketing in China
Author: Lala Hu
Publsiher: Springer Nature
Total Pages: 99
Release: 2020-03-16
ISBN: 3030381609
Category: Business & Economics
Language: EN, FR, DE, ES & NL

International Digital Marketing in China Book Excerpt:

This book examines key issues in international digital marketing in China from a theoretical and empirical perspective. Divided into two main parts, it begins with an analysis of China’s cultural characteristics and business environment, with a particular emphasis on the Chinese digital context. The book goes on to present original empirical studies and an investigation into recent challenges and opportunities for international firms in the fashion sector. With nearly 900 million internet users and an e-commerce market volume of over one thousand billion US dollars, China is the world's largest digital market. While this creates significant opportunities for international firms, there are many factors to consider when approaching this market. In order to understand the Chinese digital scenario, the book analyzes the characteristics of local internet platforms and consumer patterns. The book also presents a real-world case study on a luxury retail firm operating in China, Florentia Village, and the results from a questionnaire on Chinese mobile shoppers. On this basis, it provides a conceptual framework and discusses the theoretical and managerial implications for international firms operating in China, making it an enlightening book for scholars, students, and practitioners alike.

Advances in Tourism Destination Marketing

Advances in Tourism Destination Marketing
Author: Metin Kozak,Juergen Gnoth,Luisa L.A Andreu
Publsiher: Routledge
Total Pages: 266
Release: 2009-09-10
ISBN: 1135218900
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advances in Tourism Destination Marketing Book Excerpt:

This volume provides original insight into the operational opportunities, challenges and constraints in managing Tourism Destination Marketing. It explores how the various tourist destination systems including tourist, places (as seen by the tourist), public and private tourism organisations and the social and physical environment can effectively communicate and co operate together at a profit for each. Advances in Destination Marketing offers a comprehensive review of a wide range of aspects related to marketing tourism products including networks in destinations, consumer experiences in destinations, destination branding, destination image, events in destinations and destination tourism products. Throughout the book a network analysis perspective is applied to offer alternative solutions of how each system can share network knowledge and system knowledge so profits can be created effectively and maximised. The exploration of new topics such as Destination Networks and Destination Branding as well as original international empirical research and case studies from well known researchers in the area, provides new thinking on Marketing Tourism Destinations. The relevance of the arguments and the salient conclusions are valuable in the study of an ever dynamic and burgeoning industry. This stimulating volume will be of interest to higher level students, academics, researchers within Tourism and practitioners in the industry.