Readings In Modern Marketing

Author by : John A. Quelch
Languange : en
Publisher by : Chinese University Press
Format Available : PDF, ePub, Mobi
Total Read : 59
Total Download : 494
File Size : 50,6 Mb
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Description : Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals, such as Harvard Business Review, Sloan Management Review, Strategy and Business, Business Horizons, in the past two decades. Topics covered include marketing and business strategy, managing product lines, pricing, managing the point of sales, global marketing, building global brands, marketing and the new technologies, marketing and society, and so forth. A fine representation of the author's sound scholarship, Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference.


Modern Marketing

Author by : D. CHANDRA BOSE
Languange : en
Publisher by : PHI Learning Pvt. Ltd.
Format Available : PDF, ePub, Mobi
Total Read : 99
Total Download : 387
File Size : 44,9 Mb
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Description : Today, with wide access to information of every kind, and with advancements in technology, new vistas have been opened for marketers. They are often faced with huge challenges and tough competitions to cope with the growing demands of the consumers for quality products. This comprehensive text elucidates contemporary concepts and ideas to help overcome the challenges and obstacles faced by marketers in achieving marketing objectives of an organization. Divided into 23 chapters, the book begins with a brief introduction to the marketing concepts, its history, objectives and various channels. It then goes on to explain the functions of marketing, physical distribution, and pricing strategies for goods and services. The book also shows how a product should be branded and packaged; besides discussing the ways to market a product through proper channels. Dr. Chandra Bose, with his rich and long experience, demonstrates how studying consumer behaviour and consumer preferences can bring about a difference in the sales figures of a product. He devotes a chapter on Marketing Research and Information System, which deals with the emerging trends in the field. The book concludes with detailed discussion on the innovative strategies to market specific products belonging to different sectors such as agriculture, industry and consumer products. Primarily intended as a text for the undergraduate students of Commerce of all universities, this book could prove equally useful for the undergraduate and postgraduate students of management.


The Emergence Of Modern Marketing

Author by : R.A. Church
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 87
Total Download : 449
File Size : 40,7 Mb
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Description : Modern marketing and advertising deeply influence the way we in which perceive the world and define our identity. Yet many of today's marketing and advertising practices are themselves products of earlier times. The development of brands, of advertising techniques and modern retailing are all associated with economic and business development of earlier periods. This collection of essays considers the emergence of modern marketing by examining product differentiation and brand creation, distribution and retailing strategies as well as advertising in a range of case studies covering the United States, Continental Europe and the United Kingdom. It highlights important innovations in marketing whilst underlining some surprising continuities, and is a valuable reference for undergraduate and postgraduate students of marketing and advertising.


Marketing Management

Author by : R S N Pillai
Languange : en
Publisher by : S. Chand Publishing
Format Available : PDF, ePub, Mobi
Total Read : 40
Total Download : 785
File Size : 41,7 Mb
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Description : Written in simple and conversational language.Main points are given in Bold Letters or in Boxes. Themes are easily understandable, even to a lay-man.A good number of case studies are included and each chapter has been discussed in detail & discussed throughly.


Modern Marketing Communications

Author by : Frank Jefkins
Languange : en
Publisher by : Springer Science & Business Media
Format Available : PDF, ePub, Mobi
Total Read : 97
Total Download : 404
File Size : 45,5 Mb
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Description : Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.


New Way Modern Marketing

Author by : Amaury Capdeville Chapuzet
Languange : en
Publisher by : BookRix
Format Available : PDF, ePub, Mobi
Total Read : 72
Total Download : 623
File Size : 47,9 Mb
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Description : This book discusses strategy and understanding of marketing, marketing communications, and digital marketing. In understanding marketing in today's digital era, it is only natural that the marketing of a business can utilize the internet as a marketing medium. Not only promotional media but marketing as a whole, including maintaining and caring for consumer loyalty. So this book discusses 3 things about the substance of marketing in the digital era, namely: Marketing Digital Marketing Marketing Communication This book teaches how to understand marketing in a true sense not just to increase sales but how to develop loyalty and build a massive and widespread positioning of a product or business using the internet. We hope that this book will provide readers with practical knowledge to develop more effective business marketing and increase competitiveness in today's digital era.


Customer Experience In Modern Marketing

Author by : James Seligman
Languange : en
Publisher by : Lulu.com
Format Available : PDF, ePub, Mobi
Total Read : 44
Total Download : 726
File Size : 53,9 Mb
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Description : Customer Experience Management in Modern Marketing is a dynamic approach to the co-creation of value through the relationship. The book, chapter by chapter provides information, examples of how to develop and create a lasting experience for your customers


Modern Marketing Thought

Author by : John Howard Westing
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 97
Total Download : 120
File Size : 46,9 Mb
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Description : Articles on various points of view on everyday marketing subjects.


Contemporary Marketing And Consumer Behavior

Author by : John F. Sherry
Languange : en
Publisher by : SAGE Publications
Format Available : PDF, ePub, Mobi
Total Read : 63
Total Download : 609
File Size : 42,9 Mb
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Description : This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.


Contemporary Marketing

Author by : Tapan Kumar Panda
Languange : en
Publisher by : ICFAI Books
Format Available : PDF, ePub, Mobi
Total Read : 50
Total Download : 726
File Size : 47,8 Mb
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Description : This book presents marketing as an ever-evolving management discipline. Here, the reader traverses the path of evolution of marketing, marriage of marketing with IT and a projection of marketing into the future. It spans ancient marketing practices, high-


Global Perspectives On Contemporary Marketing Education

Author by : Smith, Brent
Languange : en
Publisher by : IGI Global
Format Available : PDF, ePub, Mobi
Total Read : 32
Total Download : 132
File Size : 43,9 Mb
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Description : A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills and knowledge of how to remain competitive in the global market. As companies compete for international standing, the value of marketing professionals with well-rounded experience, exposure, and education has skyrocketed. Global Perspectives on Contemporary Marketing Education addresses this need by considering the development and education of marketing professionals in an age of shifting markets and heightened consumer engagement. A compendium of innovations, insights, and ideas from marketing professors and professionals, this title explores the need for students to be prepared to enter the sophisticated global marketplace. This book will be invaluable to marketing or business students and educators, business professionals, and business school administrators.


Fundamentals Of Modern Marketing

Author by : Edward W. Cundiff
Languange : en
Publisher by : Prentice Hall
Format Available : PDF, ePub, Mobi
Total Read : 94
Total Download : 667
File Size : 41,8 Mb
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Description :


Political Marketing

Author by : Kostas Gouliamos
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 31
Total Download : 573
File Size : 47,5 Mb
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Description : A guiding principle in creating Political Marketing has been to examine the ways in which culture, politics, and society interrelate in the field of political marketing. In the course of the book, the editors and contributors consider ‘culture’ as a distinctive concept with transformative capacities that need further and deeper development in the engineering of the political marketing process. This may be introduced and, consequently, lead to broad formulation of a ‘campaign culture’. Indeed, understanding and adapting a broader ‘campaign culture’, political marketing models may be seen as sets of pathways of key resources resulting viability in human assets, forms of influence, class stratification, alternative flows of information or networking and intercultural knowledge – sharing activity. This book consists of 18 chapters which deal with aspects of political marketing and ‘campaign culture.’ Theoretical chapters are found first, followed by two chapters that deal with theoretical issues which became a subject of research. Next presented are the articles that study aspects of electoral behavior, followed by the papers that analyze aspects of nationalism & national identity. Finally, the book concludes with three case studies on various issues in political marketing.


Modern Marketing

Author by : Burton Marcus
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 52
Total Download : 641
File Size : 47,5 Mb
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Description :


Essentials Of Marketing

Author by : Anonim
Languange : en
Publisher by : Bookboon
Format Available : PDF, ePub, Mobi
Total Read : 13
Total Download : 435
File Size : 46,5 Mb
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Direct And Database Marketing

Author by : Graeme McCorkell
Languange : en
Publisher by : Kogan Page Publishers
Format Available : PDF, ePub, Mobi
Total Read : 80
Total Download : 389
File Size : 52,6 Mb
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Description : Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.


Federal Trade Commission Decisions

Author by : United States. Federal Trade Commission
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 52
Total Download : 409
File Size : 42,5 Mb
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Description :


Principles Of Marketing

Author by : Philip Kotler
Languange : en
Publisher by : Pearson Education
Format Available : PDF, ePub, Mobi
Total Read : 76
Total Download : 701
File Size : 47,6 Mb
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Description : A comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships.


Advertising

Author by : Dean M. Krugman
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 70
Total Download : 165
File Size : 53,6 Mb
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Description :


The Invisible Touch

Author by : Harry Beckwith
Languange : en
Publisher by : Hachette UK
Format Available : PDF, ePub, Mobi
Total Read : 90
Total Download : 321
File Size : 47,6 Mb
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Description : This guide shows how markets work and how prospective clients think. It delivers business wisdom aimed at keeping clients by utilising the keys to modern marketing - price, brand, packaging and relationships.


Basics Of Marketing Management Theory Practice

Author by : Rudani R.B.
Languange : en
Publisher by : S. Chand Publishing
Format Available : PDF, ePub, Mobi
Total Read : 60
Total Download : 118
File Size : 45,5 Mb
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Description : Introduction To Marketing 1 – 42 2. Emerging Issues In Marketing 43 – 66 3. Marketing Environment And Demand Forecasting 67 – 81 4. Consumer Behavior And Market Segmentation 82 – 119 5. Product Decisions 120 – 152 5.1. Product-Related Strategies 153 – 174 6. Pricing Decisions 175 – 189 7. Market Promotion Mix 190 – 198 7.1. Advertising 199 – 235 7.2. Personal Selling And Sales Force Management 236 – 262 7.3. Sales Promotion 263 – 268 7.4. Publicity And Public Relations 269 – 283 8. Physical Distribution And Channel Of Distribution 284 – 305 9. Marketing Information System And Marketing Research 306 – 341 10. Rural Marketing 342 – 357 11. Marketing Of Services 358 – 264 12. Elements Of Retailing 365 – 387 13. International Marketing 388 – 399 14. Marketing Control 400 – 413 15. Analysing Competition 414 – 430 16. Case Study – Marketing Cases And Analysis 431 – 448 17. Project Report In Marketing – Practical Study 449 – 469 Bibliography


Marketing 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 : 98
Total Download : 747
File Size : 55,9 Mb
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Description : An excellent book for commerce students appearing in competitive, professional and other examinations.1. Introduction to Marketing : Nature, Scope and Importance, 2. Care Concepts of Marketing, 3. Marketing Environment, 4. Market Segmentation, 5. Targeting, Positioning and Re-Positioning, 6. Buying Motives, 7. Introduction to Marketing-Mix, 8. Product and Product Planning, 9. New Product Development, 10. Product Life-Cycle, 11. Branding and Packaging, 12. Distribution : Type and Selection of Channels, 13. Middleman : Whole Saler and Retailer, 14. Physical Distribution of Goods, 15. Pricing Policies, Strategies and Price Determination, 16. Promotion—Methods of Promotion and Optimum Promotion Mix, 17. Introduction to Advertising, 18. Selection of Advertising Media, 19. Personal Selling, 20. Sales Promotion, 21. Publicity and Public Relation, 22. Marketing Research and Information System, 23. Consumer Behavior.


The Development Of Marketing Management

Author by : Kazuo Usui
Languange : en
Publisher by : Ashgate Publishing, Ltd.
Format Available : PDF, ePub, Mobi
Total Read : 99
Total Download : 122
File Size : 48,9 Mb
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Description : This book explores the development of US marketing management thought in the early part of the 20th century, focusing on the relationship between the thought and historical contexts rather than on theoretical developments.


Contemporary Issues In Marketing

Author by : Ayantunji Gbadamosi
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 15
Total Download : 125
File Size : 52,8 Mb
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Description : As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.


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 : 76
Total Download : 302
File Size : 50,6 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.


Report

Author by : United States. Congress. House
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 51
Total Download : 374
File Size : 54,8 Mb
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Description :


Report

Author by : United States. Congress. Senate
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 48
Total Download : 799
File Size : 48,8 Mb
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Description :