Principles and Practice of Marketing


Author: David Jobber,Fiona Ellis-Chadwick
Publisher: N.A
ISBN: 9780077174149
Category: Business & Economics
Page: 813
View: 841
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Principles and Practice of Marketing


Author: David Jobber,Fiona Ellis-Chadwick
Publisher: McGraw-Hill Europe
ISBN: 9780077140007
Category: Business & Economics
Page: 885
View: 7648
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Principles and Practice of Marketing is back for a seventh edition and continues to set the benchmark forachievement in introductory marketing courses across Europe. This edition has been rigorously updated by Professor David Jobber and new co-author Fiona Ellis-Chadwickto offer a contemporary perspective on marketing, with the latest digital developments and ethical accountabilityemphasized throughout. Trusted by both students and lecturers this authoritative text is brought to life through engaging examples and interactive resources. You will discover: Behind the scenes secrets of marketing in the entertainment industry Why the Brazilian government have to respond to macroenvironmental forces to help save the Amazon rainforest How Ugg have managed to retain customer loyalty to the brand and sustain sales over the past decade Why Apple still remains on top in the Smartphone market How Toyota successfully re-launched their brand in South Africa Key Features: Full of up-to-date examples demonstrating marketing practice in a wide range of industries, including the fashion, travel and retail sectors Brand new Read the Research boxes that encourage students to read around key topics Brand new Mini Cases that will help students critically analyse the principles discussed ineach chapter A fully revised Digital Marketing and Social Media chapter plus vignettes throughout the book Restructured coverage of Marketing Communications in response to lecturer feedback 44 cases with insights from well-known companies such as Cadburys', Sony, Mercedes and ASOS Brand new Marketing Showcase videos from companies including innocent and BMW

Principles and Practice of Marketing


Author: David Jobber
Publisher: McGraw-Hill Education
ISBN: 9780077123307
Category: Marketing
Page: 946
View: 8443
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Principles and Practice of Marketing truly sets the benchmark for achievement in introductory marketing courses. David Jobber’s clear writing style, engaging examples and comprehensive coverage of all the essential concepts combine to make this book a trusted and stimulating choice to support your course. This sixth edition is fully updated to offer a contemporary perspective on marketing, with the latest digital developments and ethical accountability emphasised throughout. You’ll find this book packed with examples of marketing practice in well-known companies, brought to life through real print, video and online advertising examples. Find out: what challenges BMW faced in bringing the Mini E car to market how Nintendo regained supremacy in the videogame industry what Apple is doing to outsmart smartphone competitors why General Motors was vulnerable in the economic downturn how Cadbury relaunched their discontinued Wispa brand Interactive online resources support every chapter and integrate with the text to make Principles and Practice of Marketing the ultimate learning resource.

Principles of Services Marketing


Author: Adrian Palmer
Publisher: N.A
ISBN: 9780077152345
Category: Business & Economics
Page: 554
View: 7082
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Covering management of the service counter and recovery from service failure, customer care, and information as a source of competitive advantage, this text is introduced by a discussion of the difference between goods and service marketing.

Principles and Practice of Marketing


Author: Jim Blythe
Publisher: SAGE
ISBN: 1446297500
Category: Business & Economics
Page: 800
View: 2735
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When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you're out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about advertising and communications in part, but it's also about many other things which all aim to create value for customers, from product research and innovation to after-care service and maintaining relationships. It's a rich and fascinating area of management waiting to be explored - so welcome to Marketing! Jim Blythe's Principles and Practice of Marketing will ease you into the complexities of Marketing to help you achieve success in your studies and get the best grade. It provides plenty of engaging real-life examples, including brands you know such as Netflix and PayPal - marketing is not just about products, but services too. Marketing changes as the world changes, and this textbook is here to help, keeping you up to speed on key topics such as digital technologies, globalization and being green. The companion website offers a wealth of resources for both students and lecturers and is available at www.sagepub.co.uk/blythe3e. An electronic inspection copy is also available for instructors.

Economics for Business


Author: Begg,Ward
Publisher: N.A
ISBN: 9780077175283
Category:
Page: 482
View: 8875
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Principles of Marketing

A Value-Based Approach
Author: Ayantunji Gbadamosi,Ian Bathgate,Sonny Nwankwo
Publisher: Macmillan International Higher Education
ISBN: 1137243317
Category: Business & Economics
Page: 428
View: 6658
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Delivering value to customers is an integral part of contemporary marketing. For a firm to deliver value, it must consider its total market offering – including the reputation of the organization, staff representation, product benefits, and technological characteristics – and benchmark this against competitors' market offerings and prices. In Principles of Marketing each part of the marketing process is explored from the value perspective. The book also looks in detail at the impact of social media upon marketing practices and customer relationships, and the dramatic impact that new technologies have had on the marketing environment. Key Features: * Adopts a value-based approach throughout * Presents the fundamentals of marketing in a clear and concise manner * Fully developed pedagogy to aid student learning * Real-life international case studies show marketing in action * Dedicated chapter on social media and Internet marketing * ESL feature helps international students get to grips with complex vocabulary Principles of Marketing is an ideal companion for all undergraduate students taking an introductory course in marketing.

Foundations of Marketing


Author: John Fahy,David Jobber
Publisher: N.A
ISBN: 9780077167950
Category: Business & Economics
Page: 358
View: 3738
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Operations and Process Management


Author: Nigel Slack,Alistair Brandon-Jones,Robert Johnston,Alan Betts
Publisher: N.A
ISBN: 9781292017846
Category: Business logistics
Page: 576
View: 1386
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Written by best-selling authors in their field, the Fourth Edition of Operations and Process Management inspires a critical and applied mastery of the core principles and process which are fundamental to successfully managing business operations. Approaching the subject from a managerial perspective, this brand new text provides clear and concise coverage of the nature, principles, and practice of operations and process management.

Introduction to Marketing

Theory and Practice
Author: Adrian Palmer
Publisher: Oxford University Press
ISBN: 0199602131
Category: Business & Economics
Page: 576
View: 5243
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This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.

Brands and Branding


Author: Stephen Brown
Publisher: SAGE
ISBN: 1473988047
Category: Business & Economics
Page: 296
View: 6283
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A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.

Search Engine Marketing, Inc.

Driving Search Traffic to Your Company's Website
Author: Mike Moran,Bill Hunt
Publisher: IBM Press
ISBN: 0133039218
Category: Business & Economics
Page: 528
View: 607
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The #1 Step-by-Step Guide to Search Marketing Success...Now Updated and Reorganized to Help You Drive Even More Value For years, Search Engine Marketing, Inc. has been the definitive practical guide to driving value from search. Now, Mike Moran and Bill Hunt have completely rewritten their best-seller to present valuable new strategies, best practices, and lessons from experience. Their revamped and reorganized Third Edition introduces a holistic approach that integrates organic and paid search, and complements them both with social media. This new approach can transform the way you think about search, plan it, and profit from it. Moran and Hunt address every business, writing, and technical element of successful search engine marketing. Whatever your background, they help you fill your skills gaps and leverage the experience you already have. You’ll learn how search engines and search marketing work today, and how to segment searchers based on their behavior, successfully anticipating what they’re looking for. You’ll walk through formulating your custom program: identifying goals, assessing where you stand, estimating costs, choosing strategy, and gaining buy-in. Next, you’ll focus on execution: identifying challenges, diagnosing and fixing problems, measuring performance, and continually improving your program. You’ll learn how to Focus relentlessly on business value, not tactics Overcome the obstacles that make search marketing so challenging Get into your searcher’s mind, and discover how her behavior may change based on situation or device Understand what happens technically when a user searches—and make the most of that knowledge Create a focused program that can earn the support it will need to succeed Clarify your goals and link them to specific measurements Craft search terms and copy that attracts your best prospects and customers Optimize content by getting writers and tech people working together Address the critical challenges of quality in both paid and organic search Avoid overly clever tricks that can destroy your effectiveness Identify and resolve problems as soon as they emerge Redesign day-to-day operating procedures to optimize search performance Whether you’re a marketer, tech professional, product manager, or content specialist, this guide will help you define realistic goals, craft a best-practices program for achieving them, and implement it flawlessly. NEW COMPANION WEBSITE PACKED WITH TOOLS AND RESOURCES SEMincBook.com includes exclusive tools, deeper explorations of key search management techniques, and updates on emerging trends in the field mikemoran.com whunt.com SEMincBook.com

Digital Marketing Strategy

An Integrated Approach to Online Marketing
Author: Simon Kingsnorth
Publisher: Kogan Page Publishers
ISBN: 0749474718
Category: Business & Economics
Page: 344
View: 7316
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The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

Marketing

An Introduction
Author: Rosalind Masterson,David Pickton
Publisher: SAGE
ISBN: 9781446243947
Category: Business & Economics
Page: 528
View: 8089
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Electronic Inspection Copy avilable for instructors here 'A very good course support that also offers students interesting and updated case studies to study in groups during tutorials. This book provides a good balance of theoretical concepts and managerial insights to offer the students a comprehensive introduction to the vast subject of marketing' - Veronique Pauwels-Delassus, IESEG School of Management The Second Edition of Marketing: An Introduction gives students embarking on an introductory marketing course at undergraduate level a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-test questions, encouraging you to take an active role and apply what you've learned to your own experience. The book covers; the marketing environment, making sense of markets and buyer behaviour, the marketing mix and managing marketing. - Packed with activities and applications, it integrates the principles of marketing theory with the practice of marketing in the real world - Marketing challenges in each chapter illustrate decisions that face practitioners day-to-day, encouraging students to reflect on how they would handle situations in their future careers - E-focus, CRM focus, ethical focus, B2B focus and global focus boxes present hot topics in marketing and help you to relate these to students' own experience - End of chapter mini case studies featuring a range of organizations, products and techniques provide further illustrations of marketing in practice Designed specifically for students new to Marketing, the Second Edition of this much-loved book provides students with all they need know to succeed on their introductory course. Visit the Companion Website at www.sagepub.co.uk/masterson

Consumer Behaviour


Author: Zubin Sethna,Jim Blythe
Publisher: SAGE
ISBN: 1473988012
Category: Business & Economics
Page: 528
View: 9962
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Praised for its no nonsense approach to engaging students and conveying key learning outcomes and for striking a good balance between sociological and psychological aspects of consumer behaviour, the new edition now features increased coverage of social media, digital consumption and up-to-date marketing practice. Written from a European perspective, international in its scope and with an array of global international examples and cases from a variety of geographic locations and different industry sectors threaded throughout the text, students’ understanding and retention of the subject is encouraged through innovative learning features including: ‘how to impress your examiner’ boxes - ideas and tips for what an examiner may be looking for to help students get the best possible grades in their assessments. ‘consumer behaviour in action’ boxes – focus on consumer decisions allowing students to focus on the applications of the concepts and theories underpinning the motivations of consumers – something they are likely to do in their future careers as marketers. ‘challenging the status quo’ boxes – encouraging students to think outside the box, think critically and exercise their problem solving skills. The book is complimented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, multiple choice questions, case studies, interactive glossary, flashcards, multimedia links and selected author videos to make the examples in each chapter come to life. Suitable for Undergraduate students with little or no background knowledge of consumer behaviour.

Creative Approaches to Problem Solving

A Framework for Innovation and Change
Author: Scott G. Isaksen,K. Brian Dorval,Donald J. Treffinger
Publisher: SAGE
ISBN: 1412977738
Category: Business & Economics
Page: 292
View: 430
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Creative Approaches to Problem Solving (CAPS) is a comprehensive text covering the well-known, cited, and used system for problem solving and creativity known as Creative Problem Solving (CPS). CPS is a flexible system used to help individuals and groups solve problems, manage change, and deliver innovation. It provides a framework, language, guidelines, and set of easy-to-use tools for understanding challenges, generating ideas and transforming promising ideas into action. Features and Benefits: - Specific objectives in each chapter for the reader - This provides a clear focus for instruction or independent learning - Practical case study introduced in the beginning of each chapter and then completed as a "rest of the story" toward the end of the chapter - This feature provides an application anchor for the reader - Upgraded mix of graphics - These updated and refreshed graphics include tables, figures, and illustrative images that are designed to provide "pictures" to go along with the word. The aim has been to aid attention, retention, and practical application - Enhanced emphasis on flexible, dynamic process-- Enables users to select and apply CPS tools, components, and stages in a meaningful way that meets their actual needs - A framework for problem solving that has been tested and applied across ages, settings, and cultures-- Readers can apply a common approach to process across many traditional "boundaries" that have limited effectives. Creative Approaches to Problem Solving has been (and continues to be) used as a core text for faculty who are teaching courses in Creative Problem Solving or Creativity and Innovation as part of an MBA program, or in Education, a course on Creativity (often as a component of certification or endorsement requirements in gifted education). It is also used as a core text for those enrolled in professional development, continuing education, or executive education programmes.

The Marketing of Sport


Author: John G. Beech,Simon Chadwick
Publisher: Pearson Education
ISBN: 9780273688266
Category: Business & Economics
Page: 555
View: 5509
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The Marketing of Sport explores the latest developments in sports marketing with cutting-edge analysis by the world's leading sport marketing academics. International case studies, up-to-the-minute data and a wide-ranging list of websites provide an essential introduction to the key aspects of sport marketing

Marketing Communications

Engagements, Strategies and Practice
Author: Chris Fill
Publisher: Pearson Education
ISBN: 9780273687726
Category: Business & Economics
Page: 911
View: 9294
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This top-selling, respected book provides a traditional and comprehensive examination of marketing communications and is endorsed by the Chartered Institute of Marketing.

Marketing


Author: Paul Baines,Chris Fill,Sara Rosengren
Publisher: Oxford University Press
ISBN: 0198748531
Category: Marketing
Page: 736
View: 1022
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Do you want to know how a quintessentially British brand expands into the Chinese market, how organizations incorporate social media into their communication campaigns, or how a department store can channel its business online? What can you learn from these practices and how could it influence your career, whether in marketing or not? Marketing, 4th edition, will provide the skills vital to successfully engaging with marketing across all areas of society, from dealing with skeptical consumers, moving a business online, and deciding which pricing strategy to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to a business advantage. In this edition, a broader range of integrated examples and market insights within each chapter demonstrate the relevance of theory to the practice, featuring companies such as Porsche, Facebook, and L'Oreal. The diversity of marketing on a global scale is showcased by examples that include advertising in the Middle East, Soberana marketing in Panama, and LEGO's expansion into emerging markets. Theory into practice boxes relate these examples back the theoretical frameworks, models, and concepts outlined in the 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. For the fourth edition, the authors speak to a range of companies, from Withers Worldwide to Aston Martin, the City of London Police to Spotify, asking marketing professionals to talk you through how they dealt with a marketing problem facing their company. 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. Employing their widely-praised writing style, the authors continue to encourage you to look beyond the classical marketing perspectives by contrasting these with the more modern services and societal schools of thought, while new author, Sara Rosengren, provides a fresh European perspective to the subject. The fourth edition of the best-selling Marketing, will pique your curiosity with a fascinating, contemporary, and motivational insight into this dynamic subject. The book is accompanied by an Online Resource Centre that features: For everyone: Practitioner Insight videos Library of video links Worksheets For students: Author Audio Podcasts Multiple choice questions Flashcard glossaries Employability guidance and marketing careers insights Internet activities Research insights Web links For lecturers: VLE content PowerPoint Slides Test bank Essay Questions Tutorial Activities Marketing Resource Bank Pointers on Answering Discussion questions Figures and Tables from the book Transcripts to accompany the practitioner insight videos.

Fundamentals of Marketing


Author: Paul Baines,Chris Fill,Sara Rosengren,Paolo Antonetti
Publisher: Oxford University Press
ISBN: 0198748574
Category: Marketing
Page: 376
View: 2123
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Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do theyincorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not? Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to help build their theoreticalunderstanding of marketing into skilful practice. Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. With cases featuring international companies such as YouTube, Kopparberg,and Nestle, and exploring issues such as greenwashing, guilt appeals, and responsible branding, the book goes beyond marketing theory to illustrate marketing at work in the business world, and how it can be used to promote a company's success. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further and read in depth on selected topics. A fully integrated Online Resource Centre allows you to learn from real-life marketers whose video interviews expand on the book's Case Insights to offer a more in-depth view of their world. From Withers Worldwide to Aston Martin, Lanson International to Spotify, household names as well as SMEs andonline businesses discuss their real-life marketing dilemmas and how they navigated their way to a positive outcome. Test bank questions, internet activities, and web links also allow you to test your learning and explore key concepts further. Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing. The book is accompanied by an Online Resource Centre that features: * For everyone:* Case Insight videos* Library of video links* WorksheetsFor students:* Author audio podcasts* Multiple-choice questions* Flashcard glossaries* Employability guidance and marketing careers insights* Internet activities* Research insights* Web links For lecturers:* VLE content* PowerPoint slides* Test bank* Essay questions* Tutorial activities* Marketing resource bank* Pointers on answering the discussion question at the end of each chapter of the book* Figures and tables from the book in electronic format* Transcripts of the Case Insight videos