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Author: Geoffrey G. Jones
Publisher: Routledge
Published: 2014-09-19
Total Pages: 368
ISBN-13: 1317643828
DOWNLOAD EBOOKAn international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Author: Geoffrey Jones
Publisher: Routledge
Published: 2014-09-19
Total Pages: 208
ISBN-13: 131764381X
DOWNLOAD EBOOKAn international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Author: Gordon Foxall
Publisher: Routledge
Published: 2014-09-15
Total Pages: 235
ISBN-13: 1317646991
DOWNLOAD EBOOKThis book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing ‘mix’, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each ‘weapon’ in the marketing ‘armoury’ and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described. This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
Author: Richard S. Tedlow
Publisher: Routledge
Published: 2014-09-15
Total Pages: 256
ISBN-13: 1317663012
DOWNLOAD EBOOKThis book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over. This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics and business history. Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.
Author: Stanley Paliwoda
Publisher: Routledge
Published: 2013-01-04
Total Pages: 393
ISBN-13: 1135126674
DOWNLOAD EBOOKMarketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of researchers to analyse recent changes in world markets and marketing practices. It analyses, codifies and challenges existing literature on the subject; it offers industry specific studies of international marketing practices and their relative successes; and it presents valuable research findings on the increasingly important markets of China and Japan. The book is a three-fold contribution to the study and practice of International Marketing. Blending empirical studies with critical theory, the collection sheds much desired light on this important and often-neglected area.
Author: Nigel Linacre
Publisher: Routledge
Published: 2014-09-15
Total Pages: 236
ISBN-13: 1317661710
DOWNLOAD EBOOKThe account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.
Author: John O'Shaughnessy
Publisher: Routledge
Published: 2014-09-15
Total Pages: 765
ISBN-13: 1317646010
DOWNLOAD EBOOKThis volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Author: Srinivas K. Reddy
Publisher: Routledge
Published: 2012-08-09
Total Pages: 345
ISBN-13: 0415540399
DOWNLOAD EBOOKRetailer's buying power has significantly increased in recent years as a result of a process of market concentration. As vertical relationships in marketing channels have strengthened their influence over the shape of the industry, the producer-distributor relationship has become more central to an understanding of both marketing practice and the conduct and performance of consumer goods industries. This comprehensive and detailed book covers the theory and practice of national and international retail and marketing channels. It provides a structural overview of the producer-distributor relationship as well as analyses of specific aspects of channel control and management. Finally, the book assesses the implications of new developments in the evolution of marketing channels. First published 1989.
Author: Gordon Foxall
Publisher: Routledge
Published: 2014-09-15
Total Pages: 283
ISBN-13: 1317647246
DOWNLOAD EBOOKThis volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.
Author: Peter W Turnbull
Publisher: Routledge
Published: 2013-04-02
Total Pages: 394
ISBN-13: 1135124345
DOWNLOAD EBOOKThis book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation arising from the internationalisation process.
