Marketing Management
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Author | : Russell S. Winer |
Publisher | : Prentice Hall |
Total Pages | : 0 |
Release | : 2007 |
Genre | : Marketing |
ISBN | : 9780131963344 |
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For upper-level undergraduate or MBA courses in Marketing Management. The only marketing management text with a strategic framework to take students beyond the basic concepts.
Author | : Christie L. Nordhielm |
Publisher | : John Wiley & Sons |
Total Pages | : 434 |
Release | : 2014-01-07 |
Genre | : Business & Economics |
ISBN | : 1118014553 |
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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.
Author | : Walter Wymer |
Publisher | : SAGE |
Total Pages | : 382 |
Release | : 2006-03-06 |
Genre | : Business & Economics |
ISBN | : 9781412909235 |
Download Nonprofit Marketing Book in PDF, Epub and Kindle
This textbook presents marketing concepts which are then supported with real-world examples. Key features include: treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples.
Author | : Greg W. Marshall |
Publisher | : |
Total Pages | : 0 |
Release | : 2022 |
Genre | : Marketing |
ISBN | : 9781260381917 |
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"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"--
Author | : Alan Zimmerman |
Publisher | : Routledge |
Total Pages | : 713 |
Release | : 2017-09-25 |
Genre | : Business & Economics |
ISBN | : 1317190076 |
Download Business to Business Marketing Management Book in PDF, Epub and Kindle
Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships – except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe. Other unique features of this insightful study include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics and CSR early in the text; and detailed review of global B2B services marketing, trade shows, and market research. This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM, and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. Yet, it is comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.
Author | : Kiefer Lee |
Publisher | : Oxford University Press, USA |
Total Pages | : 0 |
Release | : 2009 |
Genre | : Export marketing |
ISBN | : 9780199239429 |
Download Global Marketing Management Book in PDF, Epub and Kindle
'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment.
Author | : Ivna Reic |
Publisher | : Routledge |
Total Pages | : 358 |
Release | : 2016-09-19 |
Genre | : Business & Economics |
ISBN | : 1136289798 |
Download Events Marketing Management Book in PDF, Epub and Kindle
This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser’s perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin – the supply and the demand – in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. The use of technology, importance of sponsorship and PR are also considered. International case studies are integrated throughout to show practical realities of marketing and managing events and a range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This accessible and comprehensive account of Events Marketing and Management is essential reading for all students and future managers.
Author | : Martial Pasquier |
Publisher | : Routledge |
Total Pages | : 273 |
Release | : 2012-03-12 |
Genre | : Business & Economics |
ISBN | : 1136504591 |
Download Marketing Management and Communications in the Public Sector Book in PDF, Epub and Kindle
The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.
Author | : Dawn Iacobucci |
Publisher | : |
Total Pages | : 0 |
Release | : 2023 |
Genre | : Marketing |
ISBN | : 9789815097290 |
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Author | : Alexander Chernev |
Publisher | : |
Total Pages | : 283 |
Release | : 2009 |
Genre | : Marketing |
ISBN | : 9780982512630 |
Download Strategic Marketing Management Book in PDF, Epub and Kindle
Strategic Marketing Management (5th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.