Marketing Management Second Edition

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Services Marketing Management

Author : Hans Kasper
Publisher : Wiley Global Education
ISBN 13 : 0470091177
Total Pages : 572 pages
Book Rating : 4.4/5 (7 download)

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Book Synopsis Services Marketing Management by : Hans Kasper

Download or read book Services Marketing Management written by Hans Kasper and published by Wiley Global Education. This book was released on 2014-09-23 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt: In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes: A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept New coverage of electronic services Many 'Service Practice' boxes, featuring examples from all of the world End of chapter review questions and practical assignments Full length cases at the end of the book with accompanying exercises "This is a welcome second edition, firmly establishing it as a leading international text on strategic services marketing. Though completely revised, it retains the unique focus of the original on care for the individual and the understanding, creation and delivery of value to customers, with the authors bringing their topic vividly to life through numerous international examples. Clearly written and logically structured, it will be an invaluable resource for services marketing and management courses at all levels." —Professor Graham Hooley, Aston Business School "An up-to-date, comprehensive and truly global treatment of services marketing management with new insights for every reader." —Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of Discovering the Soul of Service "This book is a very valuable addition to the services marketing literature. Its logical structure and clarity of expression will make it extremely appealing to students and lecturers." —Steve Oakes, University of Liverpool "This is a must for students, teachers and practitioners in services marketing." —Kjell Grønhaug, Norwegian School of Economics and Business Administration "This is an academically rigorous text with a strong European focus – excellent." —Jill Brown, Portsmouth Business School "Services Marketing Management: a comprehensive and completely up-to-date book based on an excellent combination of modern theory and actual practice." —Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main "This excellent textbook has got what it strongly deserved: a second edition. I particularly appreciate: the consequent focus on market and customer orientation the integration of business-to-business services the overarching HRM perspective and the refined didactic approach not self-evident in other service management textbooks What a service for the reader!" —Bernd Günter, Heinrich-Heine Universität, Düsseldorf

Business to Business Marketing Management

Author : Alan Zimmerman
Publisher : Routledge
ISBN 13 : 1135079676
Total Pages : 727 pages
Book Rating : 4.1/5 (35 download)

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Book Synopsis Business to Business Marketing Management by : Alan Zimmerman

Download or read book Business to Business Marketing Management written by Alan Zimmerman and published by Routledge. This book was released on 2013-04-12 with total page 727 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific—except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics early in the text; detailed review of global B2B services marketing, trade shows and market research; This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it's comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.

Essentials of Marketing Management

Author : Geoffrey Lancaster
Publisher : Routledge
ISBN 13 : 1351709070
Total Pages : 784 pages
Book Rating : 4.3/5 (517 download)

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Book Synopsis Essentials of Marketing Management by : Geoffrey Lancaster

Download or read book Essentials of Marketing Management written by Geoffrey Lancaster and published by Routledge. This book was released on 2017-08-24 with total page 784 pages. Available in PDF, EPUB and Kindle. Book excerpt: The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

Marketing Management, 2nd Edition

Author : Arun Kumar & N. Meenakshi
Publisher : Vikas Publishing House
ISBN 13 : 8125942599
Total Pages : 942 pages
Book Rating : 4.1/5 (259 download)

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Book Synopsis Marketing Management, 2nd Edition by : Arun Kumar & N. Meenakshi

Download or read book Marketing Management, 2nd Edition written by Arun Kumar & N. Meenakshi and published by Vikas Publishing House. This book was released on 2011 with total page 942 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is a responsibility that necessarily belongs to the whole company and everyone in it.

Marketing Management: Text and Cases Indian Context

Author : Tapan K. Panda
Publisher : Excel Books India
ISBN 13 : 9788174465481
Total Pages : 780 pages
Book Rating : 4.4/5 (654 download)

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Book Synopsis Marketing Management: Text and Cases Indian Context by : Tapan K. Panda

Download or read book Marketing Management: Text and Cases Indian Context written by Tapan K. Panda and published by Excel Books India. This book was released on 2009 with total page 780 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Management

Author : Alain Jolibert
Publisher : Bloomsbury Publishing
ISBN 13 : 0230363679
Total Pages : 464 pages
Book Rating : 4.2/5 (33 download)

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Book Synopsis Marketing Management by : Alain Jolibert

Download or read book Marketing Management written by Alain Jolibert and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation. Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner. New to this edition: - New coverage of technology applications and developments and B2B marketing - Consistent focus on value creation throughout - More examples to illustrate theory - Enhanced pedagogy including long case studies and exercises in every chapter With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.

Marketing Management

Author : Luca M. Visconti
Publisher :
ISBN 13 : 9781138561410
Total Pages : 568 pages
Book Rating : 4.5/5 (614 download)

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Book Synopsis Marketing Management by : Luca M. Visconti

Download or read book Marketing Management written by Luca M. Visconti and published by . This book was released on 2020 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

Introduction to Sport Marketing

Author : Aaron C.T. Smith
Publisher : Routledge
ISBN 13 : 131769144X
Total Pages : 415 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Introduction to Sport Marketing by : Aaron C.T. Smith

Download or read book Introduction to Sport Marketing written by Aaron C.T. Smith and published by Routledge. This book was released on 2014-12-17 with total page 415 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Sport Marketing is an accessible and engaging introduction to key concepts and best practice in sport marketing. Aimed at students with little or no prior knowledge of marketing, the book outlines a step-by-step framework for effective sport marketing, from conducting market analysis and developing a strategy, through to detailed planning and implementation. The book has a wider scope than other sport marketing textbooks, recognising that students are just as likely to have to employ their marketing skills in community sport or the not-for-profit sector as in professional sport, and therefore represents the most realistic and useful sport marketing text currently available. Now in a fully revised and updated second edition, the book has expanded coverage of digital and social media, product innovation, services and relationship marketing, and key contemporary issues such as social responsibility and sustainability. It features a much wider range of international cases and examples, covering North America, Europe, and the vibrant and rapidly developing sport markets in Asia-Pacific, the Middle East and Latin America. Every chapter includes a range of useful features to help the reader to engage with fundamental principles and applied practice, such as problem-solving exercises and review questions. Introduction to Sport Marketing is an essential textbook for any degree-level sport marketing course.

Marketing Management

Author : Greg W. Marshall
Publisher :
ISBN 13 : 9781260381917
Total Pages : 0 pages
Book Rating : 4.3/5 (819 download)

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Book Synopsis Marketing Management by : Greg W. Marshall

Download or read book Marketing Management written by Greg W. Marshall and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually, digitally, and socially to a greater degree than ever before imagined. Enabled and informed by analytics and new technologies. Accountable to top management through diligent attention to metrics and measurement. Oriented toward service as driver of product. "Owned" by everybody in the firm to one degree or another"--

Digital Marketing Management

Author : Debra Zahay
Publisher : Business Expert Press
ISBN 13 : 1606499254
Total Pages : 146 pages
Book Rating : 4.6/5 (64 download)

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Book Synopsis Digital Marketing Management by : Debra Zahay

Download or read book Digital Marketing Management written by Debra Zahay and published by Business Expert Press. This book was released on 2015-01-27 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.

Global Marketing Management System

Author : Basil Janavaras
Publisher : World Scientific Publishing Company
ISBN 13 : 9813201096
Total Pages : 340 pages
Book Rating : 4.8/5 (132 download)

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Book Synopsis Global Marketing Management System by : Basil Janavaras

Download or read book Global Marketing Management System written by Basil Janavaras and published by World Scientific Publishing Company. This book was released on 2017-04-25 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and managers alike through the decision-making process of a company seeking global market opportunities. The book aims to provide a structure, platform, tools and a systematic step-by-step process designed to support the creation of a strategic and applied oriented methodology to global business planning and strategy formulation. It introduces the GMMS process as a demonstration of a successful application of using web-based tools in teaching international business. The book also facilitates the ability of students to enhance their understanding of decision making in international management and bridge the gap between theory and practice. More about GMMSO GMMSO4 Student User Guide (2 MB) What is GMMS? For Professors (2 MB) What is GMMS? For Consultants and SMEs (2 MB) Contents:The Global Marketing Management System:Introduction:Globalization and the Need for a Global Business EducationProject-based Learning and GMMSOUnderstanding the Firm's Strategic Position:Information ScanningPerforming a Firm Level Strategic AnalysisSummaryThe Search for Global Markets:The Decision Making ProcessPreliminary Screening of MarketsThe Process of Screening Countries Using Three Separate Screening Matrices Performing an in-Depth Market Analysis of the Two Best MarketsMarket and Company Sales PotentialAnalyzing Market/Country Specific Competitive AnalysisIdentification of Country-entry Conditions for the FirmAnalysis of Financial and Market Entry ConditionsCreating an Entry Strategy into a Selected Market:Selecting an Entry Mode into the Target MarketThe Business Environment of the Selected MarketCreating a Marketing Plan with Its Firm Specific Goals and ObjectivesDeveloping a Product StrategyDeveloping a Pricing StrategyCreation of a Promotional StrategyDeveloping of a Distribution StrategyCreation of a Financial StrategyCreating the Organizational Structure for the New MarketUnderstanding Exit Strategy and ScenariosSummaryThe GMMSO4 Software System:GMMSO4:What Is GMMSO?Bridge the GapBenefitsBackground to the Development of the Online Version of the GMMS MethodLearning OutcomesCase Study:Lafkiotis Winery Entry into United States: A Report Created by Using the GMMSO4 SystemLafkiotis Winery's Strategic AnalysisThe Search for Global MarketEntry Strategy into the US Market Readership: Students, instructors, researchers and professionals working in the fields of marketing management, global strategy and international business.

Direct Marketing Management

Author : Mary Lou Roberts
Publisher : Prentice Hall International (UK)
ISBN 13 : 9780130804341
Total Pages : 472 pages
Book Rating : 4.8/5 (43 download)

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Book Synopsis Direct Marketing Management by : Mary Lou Roberts

Download or read book Direct Marketing Management written by Mary Lou Roberts and published by Prentice Hall International (UK). This book was released on 1999 with total page 472 pages. Available in PDF, EPUB and Kindle. Book excerpt: This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.

Quantitative Modelling in Marketing and Management (second Edition)

Author : Luiz E. T. Al MOUTINHO
Publisher : World Scientific
ISBN 13 : 9814696358
Total Pages : 569 pages
Book Rating : 4.8/5 (146 download)

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Book Synopsis Quantitative Modelling in Marketing and Management (second Edition) by : Luiz E. T. Al MOUTINHO

Download or read book Quantitative Modelling in Marketing and Management (second Edition) written by Luiz E. T. Al MOUTINHO and published by World Scientific. This book was released on 2015-11-06 with total page 569 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The field of marketing and management has undergone immense changes over the past decade. These dynamic changes are driving an increasing need for data analysis using quantitative modelling. Problem solving using the quantitative approach and other models has always been a hot topic in the fields of marketing and management. Quantitative modelling seems admirably suited to help managers in their strategic decision making on operations management issues. In social sciences, quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. The first edition of "Quantitative Modelling in Marketing and Management" focused on the description and applications of many quantitative modelling approaches applied to marketing and management. The topics ranged from fuzzy logic and logical discriminant models to growth models and k-clique models. The second edition follows the thread of the first one by covering a myriad of techniques and applications in the areas of statistical, computer, mathematical as well as other novel nomothetic methods. It greatly reinforces the areas of computer, mathematical and other modeling tools that are designed to bring a level of awareness and knowledge among academics and researchers in marketing and management, so that there is an increase in the application of these new approaches that will be embedded in future scholarly output."--

Marketing Management

Author : Christie L. Nordhielm
Publisher : John Wiley & Sons
ISBN 13 : 1118014553
Total Pages : 434 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Marketing Management by : Christie L. Nordhielm

Download or read book Marketing Management written by Christie L. Nordhielm and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Management: The Big Picture organizes traditional Marketing Management theory and practice in a conceptually appealing way. The use of well-known examples and consumer commercials throughout the content ensures students will commit to memory and innovative method for structuring and solving marketing problems. The framework constitutes a disciplined approach to connecting marking variables to each other, inextricably linking marketing strategy concepts with their executional implications.

Applied Marketing

Author : Rochelle Grayson
Publisher : John Wiley & Sons
ISBN 13 : 1119713269
Total Pages : 386 pages
Book Rating : 4.1/5 (197 download)

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Book Synopsis Applied Marketing by : Rochelle Grayson

Download or read book Applied Marketing written by Rochelle Grayson and published by John Wiley & Sons. This book was released on 2021-06-21 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tomorrow's professionals need a practical, customer-centric understanding of marketing's role in business and critical thinking skills to help their organizations succeed. Applied Marketing, 1st Canadian Edition helps students learn practical, modern marketing concepts appropriate for the principles of marketing course by applying them to the latest business scenarios of relatable brands like This Bar Saves Lives and GoPro. This comprehensive yet concise text is co-authored by Professors Rochelle Grayson and Daniel Padgett and practitioner Andrew Loos, and blends current academic theory with an agency-owner perspective to help students get an insider's look at how top businesses operate. With many Canadian specific examples created specifically for this course, students can relate concepts learned in the classroom to marketing topics and events taking place in their backyard.

Marketing

Author : Paul Baines
Publisher : Oxford University Press
ISBN 13 : 019957961X
Total Pages : 792 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Marketing by : Paul Baines

Download or read book Marketing written by Paul Baines and published by Oxford University Press. This book was released on 2011 with total page 792 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Strategic Marketing Management

Author : Carol H. Anderson
Publisher :
ISBN 13 : 9780618338078
Total Pages : 0 pages
Book Rating : 4.3/5 (38 download)

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Book Synopsis Strategic Marketing Management by : Carol H. Anderson

Download or read book Strategic Marketing Management written by Carol H. Anderson and published by . This book was released on 2004 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features an integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments.Mini-cases offer more choices for flexible casework in and outside of class and the Marketing Plan appendix can be assigned throughout the semester. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios.