The Handbook of Field Marketing
The Handbook of Field Marketing

Author: Alison Williams

Publisher: Kogan Page Publishers

Published: 2008

Total Pages: 272

ISBN-13: 0749450258

DOWNLOAD EBOOK

If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success.The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research.

The Handbook of Field Marketing
The Handbook of Field Marketing

Author: Alison Williams

Publisher: Kogan Page Publishers

Published: 2009-06-03

Total Pages: 271

ISBN-13: 0749452900

DOWNLOAD EBOOK

If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.

Handbook of the Economics of Marketing
Handbook of the Economics of Marketing

Author:

Publisher: Elsevier

Published: 2019-09-19

Total Pages: 634

ISBN-13: 0444637656

DOWNLOAD EBOOK

Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. - Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing - Designed for economists already convinced of the benefits of applying economics tools to marketing - Written for those who wish to become quickly acquainted with the integration of marketing and economics

Handbook of Marketing
Handbook of Marketing

Author: Barton A Weitz

Publisher: SAGE

Published: 2006-08-11

Total Pages: 618

ISBN-13: 9781412921206

DOWNLOAD EBOOK

The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Handbook of Marketing Strategy
Handbook of Marketing Strategy

Author: Venkatesh Shankar

Publisher: Edward Elgar Publishing

Published: 2012

Total Pages: 529

ISBN-13: 1781005222

DOWNLOAD EBOOK

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

The Handbook of Market Intelligence
The Handbook of Market Intelligence

Author: Hans Hedin

Publisher: John Wiley & Sons

Published: 2014-06-30

Total Pages: 290

ISBN-13: 1118923626

DOWNLOAD EBOOK

An important update to this roadmap for the development of a corporate intelligence program Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight. For companies to thrive in the global post-recession marketplace, their management needs future-oriented business information. The Handbook of Market Intelligence provides a one stop shop, step-by-step roadmap for establishing, conducting and further developing corporate intelligence programs within an organisation and then shows how organisations can turn market data into actionable insights. • Full of best practice advice from hundreds of real-life international case studies • Outlines the anticipated future trends in Strategic Market Intelligence based on unique global survey data • Provides guidance on extracting relevant, useful and accurate market information that can be used for successful business development

Handbook of Marketing Decision Models
Handbook of Marketing Decision Models

Author: Berend Wierenga

Publisher: Springer Science & Business Media

Published: 2008-09-05

Total Pages: 621

ISBN-13: 0387782133

DOWNLOAD EBOOK

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

Handbook of Services Marketing and Management
Handbook of Services Marketing and Management

Author: Teresa Swartz

Publisher: SAGE

Published: 2000

Total Pages: 538

ISBN-13: 9780761916123

DOWNLOAD EBOOK

This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'

Handbook of Relationship Marketing
Handbook of Relationship Marketing

Author: Jagdish N Sheth

Publisher: SAGE

Published: 2000

Total Pages: 678

ISBN-13: 0761918108

DOWNLOAD EBOOK

As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core' of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints.

Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption
Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption

Author: Bogueva, Diana

Publisher: IGI Global

Published: 2018-03-02

Total Pages: 482

ISBN-13: 1522547584

DOWNLOAD EBOOK

As marketing professionals look for more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential. The Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption is a critical scholarly resource that examines the role of social marketing in understanding and changing behavior regarding the negative impacts of consuming animal-based foods. Featuring coverage on a broad range of topics, such as the psychology of meat consumption, food waste, and meat substitutes, this publication is geared towards academicians, students, and professionals seeking current research on social marketing interventions and the demarketing of meat.