Marketing An Introduction


Author: Gary Armstrong,Philip T Kotler,Michael Harker,Ross Brennan
Publisher: Pearson Higher Ed
ISBN: 1292017546
Category: Business & Economics
Page: 648
View: 9022
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The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.

Marketing

An Introduction
Author: Rosalind Masterson,Nichola Phillips,David Pickton
Publisher: SAGE
ISBN: 152641581X
Category: Business & Economics
Page: 560
View: 2799
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Get 12 months FREE access to an interactive eBook* when you buy the paperback! (Print paperback version only, ISBN 9781473975859) * Previous edition winner of the British Book Design and Production Award for "Best Use of Cross Media 2014" * This easy to use resource allows students to switch from digital to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition welcomes a new 3rd author and has been fully updated to include: 31 New case studies (including 5 new end of chapter and 26 new ‘focus boxes’), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon’s drone delivery service. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory. A fully updated and streamlined interactive eBook led by student feedback. Focus boxes throughout the text such as Global, Consumer, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study. Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ’s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style. Suitable as core reading for undergraduate marketing students. *interactivity only available through Vitalsource eBook

Marketing

An Introduction
Author: Gary Armstrong,Philip Kotler
Publisher: N.A
ISBN: N.A
Category: Business & Economics
Page: 627
View: 7454
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Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.

Strategic Marketing

An Introduction
Author: Tony Proctor
Publisher: Routledge
ISBN: 1317834224
Category: Business & Economics
Page: 352
View: 1745
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Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them. From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of ‘strategic windows’ to improve its position. Core issues covered include: marketing strategy analyzing the business environment the customer in the market place targeting and positioning marketing mix strategy. This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management. A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415458160/

Marketing

An Introduction
Author: Gary Armstrong,Philip Kotler
Publisher: N.A
ISBN: 9780135094860
Category: Marketing
Page: 644
View: 4384
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Building upon an innovative and integrative marketing framework, this book positions marketing simply as the art and science of creating value for customers, in order to capture value from customers in return.

Principles of Marketing


Author: Philip T. Kotler,Gary Armstrong
Publisher: Pearson
ISBN: 0134461436
Category: Business & Economics
Page: 736
View: 2450
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For Principles of Marketing courses that require a comprehensive text. Help readers learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyLab Marketing MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information. If you would like to purchase both the physical text and MyLab Marketing, search for: 0134642317 / 9780134642314 Principles of Marketing Plus MyLab Marketing with Pearson eText -- Access Card Package Package consists of: 013449251X / 9780134492513 Principles of Marketing 0134518284 / 9780134518282 MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing

Hospitality Marketing


Author: David Bowie,Francis Buttle
Publisher: Routledge
ISBN: 1136398287
Category: Business & Economics
Page: 368
View: 4747
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Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers.

Marketing

An Introduction, Instructor's Manual in Print with Video Guide
Author: Armstrong
Publisher: N.A
ISBN: 9780131425934
Category:
Page: 384
View: 2591
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Marketing : an Introduction


Author: Pearson Education Canada
Publisher: Pearson Prentice Hall
ISBN: 9780131857209
Category: Business & Economics
Page: 619
View: 9056
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Marketing

An Introduction
Author: Michael Cant
Publisher: Juta and Company Ltd
ISBN: 9780702188565
Category: Marketing
Page: 236
View: 2170
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A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. This is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. The book begins by placing marketing in perspective in an organisation, and details how the marketing environment impacts on a business, the need for marketing information when making business decisions, the steps consumers take when making purchasing decisions, how to segment a market and target the specific segment based on the information obtained and the analysis of the marketing environment, and lastly how to structure the marketing mix of product, price, promotion and place to ensure success.

Service Marketing - an introduction


Author: Daniel Hischer
Publisher: GRIN Verlag
ISBN: 3638065421
Category: Business & Economics
Page: 15
View: 9229
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Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: Distinction, University of Strathclyde, 21 entries in the bibliography, language: English, abstract: A service has been described as a deed, act or performance. The literature suggests that differences between goods and services exist, resulting in four basic characteristics of services: intangibility, inseparability of production and consumption, heterogeneity, and perishability. Zeithaml and Bitner claim that intangibility is the key determinant of whether an offering is a service or product. These service characteristics have created problems and challenges for managers of services. A recurring theme in service companies is the difficulty managers experience in translating their understanding of customers’ expectations into service that employees can understand and execute. This proposition will be discussed in the following.

Marketing

an introduction
Author: William A. Stull,Roger W. Hutt
Publisher: South-Western Pub
ISBN: 9780538194501
Category: Business & Economics
Page: 426
View: 4043
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Strategic Marketing, An Introduction

Business, Marketing
Author: CTI Reviews
Publisher: Cram101 Textbook Reviews
ISBN: 1497003075
Category: Education
Page: 34
View: 3001
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Facts101 is your complete guide to Strategic Marketing, An Introduction. In this book, you will learn topics such as as those in your book plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

An Introduction to Social Media Marketing


Author: Alan Charlesworth
Publisher: Routledge
ISBN: 1135006156
Category: Business & Economics
Page: 228
View: 2640
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Social media has given marketers a way to connect with consumers in an unprecedented and revolutionary way, but the very newness of this medium is as challenging as it is exciting, particularly to those who aren't 'digital natives'. This is the first textbook for students that offers a step by step guide to this newly dominant marketing discipline. Mirroring its sister text Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a lighter, hands-on approach that is perfect for shorter courses and additional reading. Chapter exercises not only help develop knowledge, but test the learners' understanding of how the various concepts and models are best used by requiring them to investigate how they are best applied in real-world scenarios. The book is supported by the author's excellent website, which includes links to continually updated statistics as well as articles that keep the reader in touch with the constant changes to this dynamic area. Topics covered in this book include: Social networking Consumer reviews Social service and support Real-time social media marketing Blogging Viral marketing and influencers Advertising on social media And much more. An Introduction to Social Media Marketing is the first of its kind and ideal reading for students who want to work in a digital marketing environment, as well as the traditional marketer who wants to get to grips with this vibrant, and potentially lucrative facet of present-day marketing.

The Social Organisation of Marketing

A Figurational Approach to People, Organisations, and Markets
Author: John Connolly,Paddy Dolan
Publisher: Springer
ISBN: 3319515713
Category: Business & Economics
Page: 236
View: 2326
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The book examines the social processes which have shaped the development and organisation of various marketing practices and activities, and the markets associated with them. Drawing on the figurational-sociological approach associated with Norbert Elias the contributors explain how various markets and related marketing practices and activities are organised, enabled and constrained by the actions of people at different levels of social integration. Collectively, The Social Organisation of Marketing provides insights into topics such as the consumption and of wine in China, the advertising of Guinness, the management of on-line communities in Germany, the corporate social responsibility strategies of multinational energy corporations in Africa, the concept of talent management in contemporary organisations, the child consumer in Ireland, and the constraining and enabling influences of the American corporate organisational structure.

Business Ethics

Managing Corporate Citizenship and Sustainability in the Age of Globalization
Author: Andrew Crane,Dirk Matten
Publisher: Oxford University Press
ISBN: 0199697310
Category: Business ethics
Page: 605
View: 3431
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The fourth edition of Business Ethics explores throughout the text, in the context of business ethics, the three major challenges that businesses face when making ethical decisions:� Globalization� Sustainability� Corporate citizenship. Crane and Matten provides a truly global approach with a strong European perspective as well as examples from emerging economies and all around the world.The text's accessible style and easy-to-follow narrative ensure it is engaging for students new to the subject. The text features excellent case studies and unique pedagogical features that show how theory relates to real-life practice, including Ethics on Screen, Ethics Online and Ethics in Action. It also focuses on skills, such as key decision-making skills, through in-text features including Skill Checks, Think Theory boxes and Key Concept boxes. New to this editionExtended coverage of SMEs and social enterprise, world religions and business ethics, whistleblowing, personal decision-making and feminist ethicsUpdated cases, examples, and vignettes throughout featuring recent cases that have raised complex ethical issues including the News International phone-hacking scandal, the ethical challenges presented by social media, and changes to banking regulations to avert another financial crisisExtended coverage of Asian, Arabian, Latin American, and African perspectives on the ethical debates and dilemmas faced by businesses in their regionsNew in-text features highlight the business skills covered in each chapterEnhanced resources on the website including, for students, related video links for each chapter, a careers advice section, all EoS have been updated to feature a new recent film, to help engage students with business ethics through the very latest cultural coverage, and, for lecturers, a test bank of multiple choice questions