Marketing: an introduction -- global edition, Armstrong, Gary Kotler, Philip
Старое издание
Автор: Armstrong Gary Название: Marketing: An Introduction, Global Edition 14 ISBN: 1292294868 ISBN-13(EAN): 9781292294865 Издательство: Pearson Education Цена: 99510 T Наличие на складе: Поставка под заказ. Описание: For undergraduate principles of marketing courses. Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices.
Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.
Автор: Armstrong, Gary Kotler, Philip Название: Marketing: an introduction, global edition 15 ISBN: 1292433108 ISBN-13(EAN): 9781292433103 Издательство: Pearson Education Цена: 107170 T Наличие на складе: Поставка под заказ. Описание: Whether it`s at work or in their relationships, as parents or managing their money, the Rules have described how happy and successful people behave for over 25 years. The Rules of Everything contains the top 100 rules from the bestselling Rules books, as voted for by readers, so you can follow the common-sense advice on how to be happier and more successful.
Автор: Charlesworth Название: An Introduction to Social Media Marketing ISBN: 0415856175 ISBN-13(EAN): 9780415856171 Издательство: Taylor&Francis Рейтинг: Цена: 63280.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: An Introduction to Social Media Marketing is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text, Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a a lighter, hands-on approach that is perfect for shorter courses and additional reading.
Автор: Charlesworth Название: An Introduction to Social Media Marketing ISBN: 0415856167 ISBN-13(EAN): 9780415856164 Издательство: Taylor&Francis Рейтинг: Цена: 178640.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: An Introduction to Social Media Marketing is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text, Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a a lighter, hands-on approach that is perfect for shorter courses and additional reading.
Автор: Gunter Barrie, Furnham Adrian Название: Consumer Profiles (Rle Consumer Behaviour): An Introduction to Psychographics ISBN: 1138832464 ISBN-13(EAN): 9781138832466 Издательство: Taylor&Francis Рейтинг: Цена: 51030.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992,introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.
Автор: Todd Kelsey Название: Introduction to Search Engine Marketing and AdWords ISBN: 1484228472 ISBN-13(EAN): 9781484228470 Издательство: Springer Рейтинг: Цена: 21420.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Use Google`s AdWords to create your ads. Each chapter goes beyond the tool itself, discussing helpful resources and important issues to keep in mind. If you are completely new to search engine marketing and AdWords and you want to learn the basics, this guide will introduce you to the content quickly.
Автор: Todd Kelsey Название: Introduction to Social Media Marketing ISBN: 1484228537 ISBN-13(EAN): 9781484228531 Издательство: Springer Рейтинг: Цена: 21420.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Statement of responsibility partially from cover.
Автор: Mark Anthony Camilleri Название: Travel Marketing, Tourism Economics and the Airline Product ISBN: 3319498487 ISBN-13(EAN): 9783319498485 Издательство: Springer Рейтинг: Цена: 79190.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This book provides a comprehensive introduction to travel marketing, tourism economics and the airline product. At the same time, it provides an overview on the political, socio-economic, environmental and technological impacts of tourism and its related sectors.This publication covers both theory and practice in an engaging style, that will spark the readers' curiosity. Yet, it presents tourism and airline issues in a concise, yet accessible manner. This will allow prospective tourism practitioners to critically analyze future situations, and to make appropriate decisions in their workplace environments. Moreover, the book prepares undergraduate students and aspiring managers alike with a thorough exposure to the latest industry developments.
"Dr. Camilleri provides tourism students and practitioners with a clear and comprehensive picture of the main institutions, operations and activities of the travel industry." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Evanston/Chicago, IL, USA
"This book is the first of its kind to provide an insightful and well-structured application of travel and tourism marketing and economics to the airline industry. Student readers will find this systematic approach invaluable when placing aviation within the wider tourism context, drawing upon the disciplines of economics and marketing." Brian King, Professor of Tourism and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong "The remarkable growth in international tourism over the last century has been directly influenced by technological, and operational innovations in the airline sector which continue to define the nature, scale and direction of tourist flows and consequential tourism development. Key factors in this relationship between tourism and the airline sector are marketing and economics, both of which are fundamental to the success of tourism in general and airlines in particular, not least given the increasing significance of low-cost airline operations. Hence, uniquely drawing together these three themes, this book provides a valuable introduction to the marketing and economics of tourism with a specific focus on airline operations, and should be considered essential reading for future managers in the tourism sector." Richard Sharpley, Professor of Tourism, School of Management, University of Central Lancashire, UK
"The book's unique positioning in terms of the importance of and the relationships between tourism marketing, tourism economics and airline product will create a distinct niche for the book in the travel literature." C. Michael Hall, Professor of Tourism, Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch, New Zealand
"A very unique textbook that offers integrated lessons on marketing, economics, and airline services. College students of travel and tourism in many parts of the world will benefit from the author's thoughtful writing style of simplicity and clarity." Liping A. Cai, Professor and Director, Purdue Tourism & Hospitality Research Center, Purdue University, West Lafayette, IN, USA
"An interesting volume that provides a good coverage of airline transportation matters not always well considered in tourism books. Traditional strategic and operational issues, as well as the most recent developments and emerging trends are dealt with in a concise yet clear and rational way. Summaries, questions and topics for discussion in each chapter make it a useful basis for both taught courses or self-education." Rodolfo Baggio, Professor of Tourism and Social Dynamics, Bocconi University, Milan, Italy
Автор: Katsov, Ilya Название: Introduction to algorithmic marketing ISBN: 0692989048 ISBN-13(EAN): 9780692989043 Издательство: Неизвестно Рейтинг: Цена: 61310.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.
"A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."
―Ali Bouhouch, CTO, Sephora Americas
"It is a must-read for both data scientists and marketing officers―even better if they read it together."
―Andrey Sebrant, Director of Strategic Marketing, Yandex
"The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."
―Victoria Livschitz, founder and CTO, Grid Dynamics
Table of Contents
Chapter 1 - Introduction
The Subject of Algorithmic Marketing
The Definition of Algorithmic Marketing
Historical Backgrounds and Context
Programmatic Services
Who Should Read This Book?
Summary
Chapter 2 - Review of Predictive Modeling
Descriptive, Predictive, and Prescriptive Analytics
Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.
"A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."
―Ali Bouhouch, CTO, Sephora Americas
"It is a must-read for both data scientists and marketing officers―even better if they read it together."
―Andrey Sebrant, Director of Strategic Marketing, Yandex
"The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."
―Victoria Livschitz, founder and CTO, Grid Dynamics
Table of Contents
Chapter 1 - Introduction
The Subject of Algorithmic Marketing
The Definition of Algorithmic Marketing
Historical Backgrounds and Context
Programmatic Services
Who Should Read This Book?
Summary
Chapter 2 - Review of Predictive Modeling
Descriptive, Predictive, and Prescriptive Analytics
Economic Optimization
Machine Learning
Supervised Learning
Representation Learning
More Specialized Models
Summary
Chapter 3 - Promotions and Advertisements
Environment
Business Objectives
Targeting Pipeline
Response Modeling and Measurement
Building Blocks: Targeting and LTV Models
Designing and Running Campaigns
Resource Allocation
Online Advertisements
Measuring the Effectiveness
Architecture of Targeting Systems
Summary
Chapter 4 - Search
Environment
Business Objectives
Building Blocks: Matching and Ranking
Mixing Relevance Signals
Semantic Analysis
Search Methods for Merchandising
Relevance Tuning
Architecture of Merchandising Search Services
Summary
Chapter 5 - Recommendations
Environment
Business Objectives
Quality Evaluation
Overview of Recommendation Methods
Content-based Filtering
Introduction to Collaborative Filtering
Neighborhood-based Collaborative Filtering
Model-based Collaborative Filtering
Hybrid Methods
Contextual Recommendations
Non-Personalized Recommendations
Multiple Objective Optimization
Architecture of Recommender Systems
Summary
Chapter 6 - Pricing and Assortment
Environment
The Impact of Pricing
Price and Value
Price and Demand
Basic Price Structures
Demand Prediction
Price Optimization
Resource Allocation
Assortment Optimization
Architecture of Price Management Systems
Summary
Автор: Gupta Ankur Название: Marketing: An Introduction ISBN: 1632407744 ISBN-13(EAN): 9781632407740 Издательство: Неизвестно Рейтинг: Цена: 150150.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This textbook attempts to understand the multiple branches that fall under the discipline of marketing and how such concepts have practical applications. Marketing is analysing consumer perception to set and meet organizational objectives. There are four primary aspects of any marketing strategy - product, place, price and promotion. Marketing comprises the development of campaigns that target customer needs and their conception of 'quality'. The chapters in this book are compiled to enable the readers to develop a comprehensive understanding of the subject and to gain insights into the some of its unexplored aspects. Easy to comprehend language and extensive use of examples makes this book is an ideal reference text for a broad spectrum of readers.
Автор: Mark Anthony Camilleri Название: Travel Marketing, Tourism Economics and the Airline Product ISBN: 3319842552 ISBN-13(EAN): 9783319842554 Издательство: Springer Рейтинг: Цена: 83850.00 T Наличие на складе: Поставка под заказ. Описание:
This book provides a comprehensive introduction to travel marketing, tourism economics and the airline product. At the same time, it provides an overview on the political, socio-economic, environmental and technological impacts of tourism and its related sectors.
This publication covers both theory and practice in an engaging style, that will spark the readers’ curiosity. Yet, it presents tourism and airline issues in a concise, yet accessible manner. This will allow prospective tourism practitioners to critically analyze future situations, and to make appropriate decisions in their workplace environments. Moreover, the book prepares undergraduate students and aspiring managers alike with a thorough exposure to the latest industry developments.
“Dr. Camilleri provides tourism students and practitioners with a clear and comprehensive picture of the main institutions, operations and activities of the travel industry.”
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Evanston/Chicago, IL, USA
“This book is the first of its kind to provide an insightful and well-structured application of travel and tourism marketing and economics to the airline industry. Student readers will find this systematic approach invaluable when placing aviation within the wider tourism context, drawing upon the disciplines of economics and marketing.”
Brian King, Professor of Tourism and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong
“The remarkable growth in international tourism over the last century has been directly influenced by technological, and operational innovations in the airline sector which continue to define the nature, scale and direction of tourist flows and consequential tourism development. Key factors in this relationship between tourism and the airline sector are marketing and economics, both of which are fundamental to the success of tourism in general and airlines in particular, not least given the increasing significance of low-cost airline operations. Hence, uniquely drawing together these three themes, this book provides a valuable introduction to the marketing and economics of tourism with a specific focus on airline operations, and should be considered essential reading for future managers in the tourism sector.”
Richard Sharpley, Professor of Tourism, School of Management, University of Central Lancashire, UK
“The book's unique positioning in terms of the importance of and the relationships between tourism marketing, tourism economics and airline product will create a distinct niche for the book in the travel literature.”
C. Michael Hall, Professor of Tourism, Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch, New Zealand
“A very unique textbook that offers integrated lessons on marketing, economics, and airline services. College students of travel and tourism in many parts of the world will benefit from the author's thoughtful writing style of simplicity and clarity.”
Liping A. Cai, Professor and Director, Purdue Tourism & Hospitality Research Center, Purdue University, West Lafayette, IN, USA
“An interesting volume that provides a good coverage of airline transportation matters not always well considered in tourism books. Trad
Автор: Bertil Hulten Название: Sensory Marketing: An Introduction ISBN: 1526423251 ISBN-13(EAN): 9781526423252 Издательство: Sage Publications Рейтинг: Цена: 50680.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Authored by Bertil Hulten, one of the world`s leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer, not only to increase the chance of an immediate sale but perceptions of the product which play into a customer`s return and brand loyalty for the future.
Автор: Bertil Hulten Название: Sensory Marketing: An Introduction ISBN: 1526423243 ISBN-13(EAN): 9781526423245 Издательство: Sage Publications Рейтинг: Цена: 147840.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Authored by Bertil Hulten, one of the world`s leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer, not only to increase the chance of an immediate sale but perceptions of the product which play into a customer`s return and brand loyalty for the future.
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