Marketing Channel Strategy: An Omni-Channel Approach, Robert W. Palmatier, Eugene Sivadas, Louis W. Stern, Adel I. El-Ansary
Старое издание
Автор: Robert W. Palmatier, Eugene Sivadas, Louis W. Stern, Adel I. El-Ansary Название: Marketing Channel Strategy: An Omni-Channel Approach ISBN: 1138593931 ISBN-13(EAN): 9781138593930 Издательство: Taylor&Francis Рейтинг: Цена: 244990.00 T Наличие на складе: Невозможна поставка. Описание: This is the first book on the market to offer a completely unique, updated approach to channel marketing. The authors have adapted this text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly.
Автор: Wirtz Jochen Et Al Название: Services Marketing: People, Technology, Strategy (Eighth Edition) ISBN: 1944659013 ISBN-13(EAN): 9781944659011 Издательство: World Scientific Publishing Рейтинг: Цена: 52800.00 T Наличие на складе: Поставка под заказ. Описание: Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.
Автор: McIntyre Charles Название: Multi-Channel Marketing, Branding and Retail Design ISBN: 178635456X ISBN-13(EAN): 9781786354563 Издательство: Emerald Рейтинг: Цена: 108400.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds.
Автор: Orville Walker, John Mullins Название: Marketing Strategy: A Decision-Focused Approach ISBN: 1259010902 ISBN-13(EAN): 9781259010903 Издательство: McGraw-Hill Рейтинг: Цена: 65190.00 T Наличие на складе: Поставка под заказ. Описание: Covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing`s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making.
Автор: Kingsnorth Simon Название: Digital Marketing Strategy ISBN: 074947470X ISBN-13(EAN): 9780749474706 Издательство: TBS/GBS Рейтинг: Цена: 39590.00 T Наличие на складе: Поставка под заказ. Описание: Understand how to develop and implement digital techniques to your marketing strategy with this complete guide to the process of digital marketing.
Автор: Shareef Название: Mobile Marketing Channel ISBN: 3319312855 ISBN-13(EAN): 9783319312859 Издательство: Springer Рейтинг: Цена: 46570.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.
Автор: Christin Emrich Название: Multi-Channel-Communications- und Marketing-Management ISBN: 383490855X ISBN-13(EAN): 9783834908551 Издательство: Springer Рейтинг: Цена: 69650.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Der Erfolg oder Misserfolg eines Unternehmens h ngt heute mehr denn je davon ab, ob es in der Lage ist, sich den best ndig wechselnden Wettbewerbsbedingungen effektiv und schnell anzupassen. Dazu geh rt neben der Anpassung von Unternehmensstrukturen und -prozessen, Produkten und Marken auch eine angepasste Kommunikationsstrategie mit den Kunden, da sich auch die Kommunikationsbed rfnisse und -erwartungen von Konsumenten in rasanter Geschwindigkeit ver ndern. Das l sst sich vor allem aus den Trends zur Digitalisierung und zur Kommunikationsgesellschaft ableiten. Konsumenten werden heute t glich durch eine Vielzahl von Informationen berflutet. Nach Sch tzungen gehen auf einen Verbraucher t- lich im Durchschnitt 3. 500 Werbebotschaften nieder. Diese Tatsache markiert oft den Beginn eines Teufelskreises. W hrend Unternehmen versuchen, mit konomisch immer aufwendi- ren Aktionen f r ihre Produkte die entsprechende Aufmerksamkeit bei den Konsumenten zu erreichen, l sst die Wirkung dieser Bem hungen immer mehr zu w nschen brig. Konsum- ten lassen immer h ufiger die meisten dieser Werbebotschaften an sich abprallen, sie ignor- ren sie und entwickeln Abwehrstrategien (Gefahr der Hypertrophie, Reaktanz). Der Norm- fall ist heute dadurch gekennzeichnet, dass Kunden den Schwall undifferenzierter Mass- kommunikation, die durch Ans tze des klassischen Marketings produziert werden, als l stiges bel und sogar als pers nlich bel stigend und somit als st rend empfinden. Ein Ausweg aus diesem Teufelskreis der sich verst rkenden falsch verstandenen Kommuni- tionsflut liegt in der M glichkeit, den Konsumenten die Entscheidung zu berlassen, wann und mit welchen Kan len sie mit den Unternehmen kommunizieren m chten. Durch diesen Ansatz wird dem ver nderten Kundenverhalten Rechnung getragen, denn die Initiative f r den Dialog wechselt vom Unternehmen zum Kunden.
Автор: Santiago Lopez Название: Value-based Marketing Strategy ISBN: 162273033X ISBN-13(EAN): 9781622730339 Издательство: Неизвестно Рейтинг: Цена: 67440.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This book offers novel methods for developing Value-based marketing strategies aimed at increasing revenue and profits. The Value concept relates all the benefits offered by a product with its price and the effort required to obtain it. Global competition requires managing Value rather than individual products or brands. This fosters customer loyalty, and provides a solid basis for relationship marketing. The book takes a practical, step-by-step approach to explain: - How the forces of supply and demand interact with customer Value; - The relationships between benefits, quantities, prices and costs; - How to develop effective competitive strategies; - How to manage inventory and product mix efficiently; - How to apply the Value model to increase profitability, and solve major marketing problems. The book sets forth several new approaches for marketing and pricing decision-making: - The concept of Value integrates marketing, finance, economics and accounting, in order to link Value-based pricing with relationship marketing. - The law of supply and demand is restated with quantity as a function of Value instead of price; this makes it a more realistic and practical tool for understanding today s highly today s highly competitive business environment. - The confrontation and complementation concepts provide useful tools for guiding marketers into new segments, and pricing products accordingly. They play a key role for devising win-win strategies, not only with customers, but also with competitors. - The Value Matrix is a practical tool for understanding the product s positioning, analyzing its competition, setting prices and developing strategy. It aims at achieving an optimal balance between customer loyalty and product mix profitability. - The Value Life Cycle illustrates how Value acts as a force that constantly changes revenue, providing insight for developing strategies in each phase of the product s life cycle. - Analogies with physics illustrate how policy constraints create resistance to sales velocity, thereby determining the rate at which a firm advances towards its financial and marketing goals. - The strategy for pricing business services applies Value to balance supply with demand; this leads to increased revenue. - The marketing approach set forth unifies product portfolio and inventory management with Value-based pricing for maximizing income. Clear explanations and accessible language make this book ideal for marketing professionals and non-specialists. Advanced readers may refer to the appendices, where the subjects are analyzed further and the mathematical foundations are laid out; numerous solved problems of pricing and costs are included.
Автор: Dalgic Tevflik Название: Customer-oriented Marketing Strategy: Theory and Practice ISBN: 1606495208 ISBN-13(EAN): 9781606495209 Издательство: McGraw-Hill Рейтинг: Цена: 21680.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This pioneering two-volume biography (1862) explores the genius of the groundbreaking Romantic landscape and historical painter and printmaker J. M. W. Turner (1775-1851). In Volume 1, the author Walter Thornbury (1828-76) traces Turner`s `art life` from cockney prodigy to Royal Academician. Volume 2 illuminates Turner`s work and character, examining his relationships in the art world.
Автор: Lee Wilson Название: Data-Driven Marketing Content: A Practical Guide ISBN: 1789738180 ISBN-13(EAN): 9781789738186 Издательство: Emerald Рейтинг: Цена: 46060.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This practical content guide empowers businesses to understand, identify and act on big-data opportunities, producing superior business insights for prolific marketing gains.
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