Автор: Oswald, Laura Название: Marketing semiotics ISBN: 019956650X ISBN-13(EAN): 9780199566501 Издательство: Oxford Academ Рейтинг: Цена: 54910.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the `semiotics` of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.
Название: Handbook of marketing scales ISBN: 1412980186 ISBN-13(EAN): 9781412980180 Издательство: Sage Publications Рейтинг: Цена: 163680.00 T Наличие на складе: Невозможна поставка. Описание: A clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behaviour and marketing research.
Автор: Raymond Frost Judy Strauss & Название: E-marketing ISBN: 1292000414 ISBN-13(EAN): 9781292000411 Издательство: Pearson Education Рейтинг: Цена: 81360.00 T Наличие на складе: Невозможна поставка. Описание: For courses in Internet Marketing or E-marketing This book teaches marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. It brings traditional marketing coverage up-to-date with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective. The focus is on the Internet and other technologies that have had a profound effect on how marketing is approached today. Included is coverage of marketing planning; legal and global environments; e-marketing strategy; and marketing mix and customer relationship management strategy and implementation issues. A major revision, this seventh edition reflects the disruption to the marketing field brought about by social media. As such it covers many new topics that represent the changes in e-marketing practice in the past two years. Because of the ever-changing landscape of the Internet, the authors suggest reading this book, studying the material, and then going online to learn more about topics of interest. Features: Better understanding of new concepts in today’s electronic marketplace is accomplished as the book puts that new terminology into traditional marketing frameworks. Readers are encouraged to exercise critical thinking and attention to their own online behavior in order to better understanding the e-marketer’s perspective, strategies, and tactics–to think like a marketer. Although the focus is on e-marketing in the United States, readers also see a global perspective in the coverage of market developments in both emerging and developed nations. An entire chapter devoted to law and ethics, and contributed by a practicing attorney, updates readers on the latest changes in this critical area. Readers are guided in learning a number of e-marketing concepts with the help of some outstanding pedagogical features:-Marketing concept grounding helps readers make the connection between tradition and today. Material in each chapter is structured around a principle of marketing framework, followed by a look at how the internet has changed the structure or practice, providing an ideal bridge from previously learned material.-Learning objectives set the pace and the goals for the material in each chapter.-Best practices from real companies tell success stories, including new examples of firms doing it right.-Graphical frameworks serve as unique e-marketing visual models illustrating how each chapter fits among others.-Chapter summaries help readers review and refresh the material covered.-Key terms are identified in bold text within the chapter to alert readers to their importance.-Review and discussion questions are another device to be used for refreshing readers’ understanding of the material in the chapter.-Web activities at the end of each chapter help readers become further involved in the content.-This revision reflects the disruption to the marketing field based on social media. A major revision from the sixth edition, it includes many new topics, as dictated by changes in e-marketing practice in the past two years.-Three important Appendices include internet adoption statistics, a thorough glossary, and book references. NEW. Students get a broader look at social media as it is now integrated throughout the book, instead of confined to one chapter. NEW. A look a new business models continues and strengthens the approach of learning from real life examples. Added and described in detail are such models as social commerce (and Facebook commerce), mobile commerce and mobile marketing, social CRM, crowsourcing, and many important be less pervasive models such as crowfunding, freemium, and flash sales. NEW.Chapters 12, 13 and 14 were completely rewritten to reflect the move from traditional marketing communication tools to the way practitioners current describe IMC online: owned, paid and earned media. NEW. Readers see examples of many new and interesting technologies that are today providing marketing opportunities, both in the Web 2.0 and 3.0 sections. NEW. The chapter-opening vignettes continue to play an important role in illustrating key points. Two new vignettes and new discussion questions about each chapter opening vignette are included. NEW.Included are many new images in every chapter, plus updated “Let’s Get Technical” boxes. NEW.Other chapter-specific additions that further enhance understanding of the concepts include:-More social media performance metrics (Ch. 2)-“Big data” and social media content analysis (Ch. 6)-New consumer behavior theory and “online giving” as a new exchange activity (Ch. 7)-Social media for brand building (Ch. 9)-App pricing and web page pricing tactics (Ch. 10)
Название: Innovations in social marketing and public health communication ISBN: 3319198688 ISBN-13(EAN): 9783319198682 Издательство: Springer Рейтинг: Цена: 130430.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Innovations in Social Marketing and Public Health Communication
Автор: Blattberg, Robert C. Kim, Byung-do Neslin, Scott A Название: Database marketing ISBN: 1441903321 ISBN-13(EAN): 9781441903327 Издательство: Springer Рейтинг: Цена: 79190.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Database marketing is at the crossroads of technology, business strategy, and customer relationship management. This is an essential read for those interested in database marketing, customer relationship management and customer optimization."
Автор: M. Sicard Название: Luxury, Lies and Marketing ISBN: 1349443077 ISBN-13(EAN): 9781349443079 Издательство: Springer Рейтинг: Цена: 41920.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Uncovers the truth about luxury brand marketing and shows that like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing the author provides frameworks to help companies with their own branding strategy
Автор: Saren, Michael Maclaran, Pauline Elliott, Richard Название: Critical marketing ISBN: 0750680660 ISBN-13(EAN): 9780750680660 Издательство: Taylor&Francis Рейтинг: Цена: 51030.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This text is designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing.
Автор: Lee, Kiefer; Carter, Steve Название: Global Marketing Management ISBN: 0199609705 ISBN-13(EAN): 9780199609703 Издательство: Oxford Academ Рейтинг: Цена: 85530.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
Автор: Nirmalya Kumar Название: Marketing as Strategy - The CEO`s Agenda for Driving Growth and Innovation ISBN: 1591392101 ISBN-13(EAN): 9781591392101 Издательство: McGraw-Hill Рейтинг: Цена: 30890.00 T Наличие на складе: Невозможна поставка. Описание: CEOs are more than frustrated by marketing`s inability to deliver results. Has the profession lost its relevance? This work argues that, while the function of marketing has lost ground, the importance of marketing as a mind-set-geared toward customer focus and market orientation-has gained momentum across the entire organization.
Автор: Gummesson, Evert Название: Total relationship marketing ISBN: 0750686332 ISBN-13(EAN): 9780750686334 Издательство: Taylor&Francis Рейтинг: Цена: 29040.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: A work on the subject of relationship marketing and CRM that presents an analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects.
Автор: Dowling, Grahame Название: The art and science of marketing : ISBN: 019928556X ISBN-13(EAN): 9780199285563 Издательство: Oxford Academ Рейтинг: Цена: 42230.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behaviour, et cetera) to provide insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process it questions the usefulness of some of the more recent marketing fads. Clearly written and presented the book is ideal for advanced and professional students of marketing, as well as marketing professionals.
Название: Marketing ISBN: 0071285466 ISBN-13(EAN): 9780071285469 Издательство: McGraw-Hill Рейтинг: Цена: 51470.00 T Наличие на складе: Поставка под заказ.
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