Summary: Marketing Warfare
Summary: Marketing Warfare

Author: BusinessNews Publishing,

Publisher: Primento

Published: 2014-10-14

Total Pages: 41

ISBN-13: 2511018004

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The must-read summary of Al Ries and Jack Trout’s book: “Marketing Warfare: How Corporations Are Applying Military Strategies to Business”. This complete summary of the ideas from Al Ries and Jack Trout’s book “Marketing Warfare” shows how important it is for companies to stay ahead of their competitors in today’s overcrowded market. The authors explain how leaders can adopt military strategies to use in their operations in order to gain a considerable competitive advantage. By following their advice, you can use this approach to defend your business territory and conquer any competitors that threaten your position. Added-value of this summary: • Save time • Understand the key concepts • Expand your business knowledge To learn more, read “Marketing Warfare” and start making use of military strategies to get ahead of the competition and gain loyal customers.

Fundamentals of Marketing
Fundamentals of Marketing

Author: Paul Baines

Publisher: Oxford University Press

Published: 2017

Total Pages: 403

ISBN-13: 0198748574

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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 they incorporate 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 theoretical understanding 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 and online 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 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 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

Marketing
Marketing

Author: Paul Baines

Publisher: Oxford University Press, USA

Published: 2011

Total Pages: 792

ISBN-13: 019957961X

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What is it that excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Determining how to use social networking sites to successfully market a product? Marketing, Second Edition, presents marketing examples and issues from exciting real-life situations. Packed full of case studies from international organizations including Innocent, Orange, HMV, and Oxfam, it enables students to see first hand what top marketers actually do and how they tackle the decisions they have to make. The text also discusses the theory that supports those skills vital to marketing success across all areas of society, from dealing with skeptical consumers, selling products to the government, and deciding which pricing approach to adopt to the ethical implications of marketing to children and the best ways to use social networking sites in marketing efforts. Employing a lively writing style, the authors encourage students to explore beyond classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further.

Mass Communication, Advertising and Marketing Research at the Strategic and Operational Levels of War
Mass Communication, Advertising and Marketing Research at the Strategic and Operational Levels of War

Author: U. S. Army U.S. Army War College

Publisher: CreateSpace

Published: 2015-04-08

Total Pages: 30

ISBN-13: 9781511636483

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U.S. Army leaders acknowledge the importance of the Human Domain, and it is therefore in the Army's best interest to retain the capabilities and knowledge built over the past 12 years. Failure to maintain these capabilities will inevitably mean redeveloping them during the next conflict at the cost of national treasure, e.g. American lives and dollars. Historically, the Army's improvements in process and technique draw directly from lessons learned in conflict. However, there is value in looking at empirical research drawn from fields with relevant parallels to practices used by influence operators. Within academia, there exists a vast amount of research on techniques and procedures influence operators can utilize. This study sought to identify how Army influence operators can benefit from outside institutions, and not rely solely on our experiences to further our capabilities. Therefore, this paper looked at what mass communication, advertising, and marketing research influence operators can adapt and implement at the strategic and operational levels of war. As a result, this study identified four reinforcing takeaways from the academic literature and two distinct recommendations for implementation, an additional step in the doctrinal process and training for our influence operators in communication strategy design that better supports the military campaign.