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Fundamentals Of Marketing 2e
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Book Synopsis Fundamentals of Marketing 2e by : Paul Baines
Download or read book Fundamentals of Marketing 2e written by Paul Baines and published by Oxford University Press, USA. This book was released on 2021-01-12 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.
Book Synopsis Fundamentals Of Digital Marketing, 2e by : Bhatia
Download or read book Fundamentals Of Digital Marketing, 2e written by Bhatia and published by Pearson Education India. This book was released on with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: Staying true to its former, Fundamentals of Digital Marketing, second edition, is an honest attempt to capture and showcase the evolving Indian landscape of digital marketing to an audience that had for long viewed this academic field from an external (non-Indian) lens or through the eyes of online training modules without delving into the building blocks that constitute this multi-disciplinary area of study. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits. Features: • Inclusion of Practical Exercises across digital marketing assessment and strategy phases including consumer analysis, market trend assessment, and competitive research • Implementation exercises on developing owned media and earned presence along with executing paid promotions • Project brief towards understanding and implementing multiple marketing analytics techniques deployed across the digital marketing landscape • Introduction of a new section on Google Analytics (GA) to help upcoming marketers gain a view of why GA is one of the most preferred analytics tools for marketers to understand website actions, engage better with visitors and analyze campaign data • Inclusion of digital marketing trends (that gained prominence in 2018) including voice marketing, micro-influencers, GDPR, growth hacking and conversion rate optimization Table of Contents: UNIT I: BASICS OF DIGITAL MARKETING Chapter 1: Introduction to Digital Marketing Chapter 2: Digital Marketing Models Creation Chapter 3: The Consumer for Digital Marketing UNIT II: DIGITAL MARKETING STRATEGY DEVELOPMENT Chapter 4: Digital Marketing Assessment Phase Chapter 5: Digital Marketing Strategy Definition UNIT III: DIGITAL MARKETING PLANNING AND SETUP Chapter 6: Digital Marketing Communications and Channel Mix Chapter 7: Digital Marketing Operations Set-up UNIT IV: DIGITAL MARKETING EXECUTION Chapter 8: Digital Marketing Campaign Management Chapter 9: Digital Marketing Execution Elements UNIT V: DIGITAL BUSINESS - PRESENT AND FUTURE Chapter 10: Digital Marketing-Landscape and Emerging Areas Chapter 11: A Career in Digital Marketing
Book Synopsis Digital Marketing Fundamentals by : Marjolein Visser
Download or read book Digital Marketing Fundamentals written by Marjolein Visser and published by Routledge. This book was released on 2019-11-04 with total page 809 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html
Download or read book Marketing written by Paul Baines and published by Oxford University Press, USA. This book was released on 2011 with total page 792 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is it that excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Determining how to use social networking sites to successfully market a product? Marketing, Second Edition, presents marketing examples and issues from exciting real-life situations. Packed full of case studies from international organizations including Innocent, Orange, HMV, and Oxfam, it enables students to see first hand what top marketers actually do and how they tackle the decisions they have to make. The text also discusses the theory that supports those skills vital to marketing success across all areas of society, from dealing with skeptical consumers, selling products to the government, and deciding which pricing approach to adopt to the ethical implications of marketing to children and the best ways to use social networking sites in marketing efforts. Employing a lively writing style, the authors encourage students to explore beyond classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further.
Book Synopsis Fundamentals of Business (black and White) by : Stephen J. Skripak
Download or read book Fundamentals of Business (black and White) written by Stephen J. Skripak and published by . This book was released on 2016-07-29 with total page 442 pages. Available in PDF, EPUB and Kindle. Book excerpt: (Black & White version) Fundamentals of Business was created for Virginia Tech's MGT 1104 Foundations of Business through a collaboration between the Pamplin College of Business and Virginia Tech Libraries. This book is freely available at: http://hdl.handle.net/10919/70961 It is licensed with a Creative Commons-NonCommercial ShareAlike 3.0 license.
Download or read book Marketing written by Paul Baines and published by Oxford University Press, USA. This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: How does Samsung use data to improve customers' omnichannel shopping experiences? How does Ipsos MORI develop cross-cultural market research insights to inform innovation at Unilever? How do Swedish retail giants collaborate rather than compete in the fight for more sustainable consumption? With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, fifth edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society. The fifth edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, and issues as topical as showrooming, microtargeting in US presidential elections, fast fashion, and 'femvertising' illustrate the theoretical frameworks, models, and concepts outlined in each 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. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Akestam Holst to H&M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry. 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; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module. This book is accompanied by the following online resources. For everyone: Case insight videos Industry foresight videos Library of video links For students: Author audio podcasts Multiple-choice questions Flashcard glossary Internet activities Research insights Web links For lecturers: VLE content PowerPoint slides Test bank Essay questions Tutorial activities Discussion question pointers Figures and tables from the book Case insight video transcripts
Book Synopsis Fundamentals of Marketing by : Paul Baines
Download or read book Fundamentals of Marketing written by Paul Baines and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Fundamentals of Marketing by : Edward Russell
Download or read book The Fundamentals of Marketing written by Edward Russell and published by Bloomsbury Publishing. This book was released on 2017-11-02 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising. The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.
Book Synopsis Fundamentals of Advertising by : John Wilmshurst
Download or read book Fundamentals of Advertising written by John Wilmshurst and published by Routledge. This book was released on 2010-02-17 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques. Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.
Book Synopsis Fundamentals of Sport Marketing by : Brenda G. Pitts
Download or read book Fundamentals of Sport Marketing written by Brenda G. Pitts and published by Fitness Information Technology. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Fundamentals of Sport Marketing" has long been the premier textbook in its field, and this updated, expanded fourth edition once again delivers superior content for aspiring sport marketers. As the most contemporary, comprehensive text of its kind, Fundamentals of Sport Marketing, 4th Edition, is a must-have resource for current data, trends, and concepts critical to success in the ever-changing world of sport. Students just beginning to explore their options in the sporting industry will gain a firm foundational understanding of sport marketing principles and strategies. As they explore the text, they will encounter a broad range of topics, including in-depth analyses of marketing mix components, media relations in sport, and use of licensing and logos in the sport industry. A brand-new chapter covers social media and its increasing impact on sport marketing. The authors, Dr Brenda Pitts and Dr David K Stotlar are internationally well-known experts in the sport industry. Their extensive experience both consulting and working in the field allows them to share their unique insights with the newest generation of sport marketers.
Book Synopsis The Fundamentals of Marketing by : Russell Edward
Download or read book The Fundamentals of Marketing written by Russell Edward and published by AVA Publishing. This book was released on 2010 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Designed to give readers a broad understanding of the stages and methodologies used in the marketing process, this book includes case studies and historical references relevant to the development and growth of marketing concepts practiced today.
Book Synopsis The Essentials of Marketing Research by : Lawrence S. Silver
Download or read book The Essentials of Marketing Research written by Lawrence S. Silver and published by Routledge. This book was released on 2013 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. This book guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis and Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.
Book Synopsis Essentials of Marketing Research by : Kenneth E. Clow
Download or read book Essentials of Marketing Research written by Kenneth E. Clow and published by SAGE. This book was released on 2013-01-09 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.
Book Synopsis Marketing Fundamentals by : Bronislaw Johannes Verhage
Download or read book Marketing Fundamentals written by Bronislaw Johannes Verhage and published by . This book was released on 2013 with total page 748 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Financial Services Marketing by : Christine Ennew
Download or read book Financial Services Marketing written by Christine Ennew and published by Routledge. This book was released on 2007-01-18 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly important and competitive sector, Financial Services Marketing adopts a fresh approach in terms of structure, and is organised around the core marketing activities of marketing for acquisition and marketing for retention. Financial Services Marketing features: * Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US. * Comprehensive coverage, focusing on both B2B and B2C marketing. * Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility. Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.
Book Synopsis Principles of Marketing by : John F. Tanner, Jr.
Download or read book Principles of Marketing written by John F. Tanner, Jr. and published by Ingram. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Business-to-Business Marketing by : Ross Brennan
Download or read book Business-to-Business Marketing written by Ross Brennan and published by SAGE. This book was released on 2010-10-20 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined. - Featuring updated case studies and a range of new examples. - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability. - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies. Praise for the Second Edition: 'I found that the first edition of Brennan, Canning and McDowell's text was excellent for raising students' awareness and understanding of the most important concepts and phenomena associated with B2B marketing. The second edition should prove even more successful by using several new case studies and short 'snapshots' to illustrate possible solutions to common B2B marketing dilemmas, such as the design and delivery of business products and services, the selection of promotional tools and alternative routes to market. The new edition also deals clearly with complex issues such as inter-firm relationships and networks, e-B2B, logistics, supply chain management and B2B branding' - Michael Saren, Professor of Marketing, University of Leicester 'This textbook makes a unique contribution to business-to-business teaching: not only does it provide up-to-date cases and issues for discussion that reach to the heart of business-to-business marketing; it also brings in the latest academic debates and makes them both relevant and accessible to the readers. A fantastic addition to any library or course' - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School 'The advantage of the approach taken by Brennan and his colleagues is that this book manages to convey both the typical North American view of B2B marketing as the optimisation of a set of marketing mix variables, and the more emergent European view of B2B Marketing as being focused on the management of relationships between companies. This updated second edition sees the addition of a number of 'snapshots' in each chapter that bring the subject alive through the description of current examples, as well as some more expansive end-of-chapter case studies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing' - Peter Naudé, Professor of Marketing, Manchester Business School 'The strength of this text lies in the interconnection of academic theory with real world examples. Special attention has been given to the role that relationships play within the Business-to business environment, linking these to key concepts such as segmentation, targeting and marketing communications, which importantly encompasses the role personal selling as relationshipmmunications building and not just order taking. With good coverage of international cultural differences this is a valuable resource for both students of marketing and sales' - Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway University of London 'The text provides an authoritative, up-to-date review of organisational strategy development and 'firmographic' market segmentation. It provides a comprehensive literature review and empiric examples through a range of relevant case studies. The approach to strategy formulation, ethics and corporate social responsibility are especially strong' - Stuart Challinor, Lecturer in Marketing, Newcastle University 'This revised second edition offers an excellent contemporary view of Business-to-Business Marketing. Refreshingly, the text is packed with an eclectic mix of largely European case studies that make for extremely interesting reading. It is a 'must read' for any undergraduate or postgraduate Marketing student' - Dr Jonathan Wilson, Senior Lecturer, Ashcroft International Business School, Anglia Ruskin University, Cambridge
