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Author: Tony Proctor
Publisher:
Published: 1996
Total Pages: 0
ISBN-13: 9780412623509
DOWNLOAD EBOOKTony Proctor's Marketing Management provides a highly accessible & rigorous introduction to the theory & practice of marketing management. Clear analysis of the fundamental theories, concepts & techniques is integrated with marketing in practice.
Author: Mark S. Glynn
Publisher: Emerald Group Publishing
Published: 2012-04-04
Total Pages: 370
ISBN-13: 1780525761
DOWNLOAD EBOOKThis book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.
Author: Francis Buttle
Publisher: SAGE
Published: 1996-05-28
Total Pages: 230
ISBN-13: 9781853963131
DOWNLOAD EBOOK`This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Dont argue. Just read the book!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.
Author: Alan Zimmerman
Publisher: Routledge
Published: 2013-04-12
Total Pages: 683
ISBN-13: 1135079676
DOWNLOAD EBOOKBusiness to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific—except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics early in the text; detailed review of global B2B services marketing, trade shows and market research; This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it's comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.
Author: Adamantios Diamantopoulos
Publisher: Springer Science & Business Media
Published: 2013-01-31
Total Pages: 604
ISBN-13: 3834937223
DOWNLOAD EBOOKQuantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers – among them worldwide leading scholars – offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems.
Author: Olga Mitterfellner
Publisher: Routledge
Published: 2019-11-14
Total Pages: 284
ISBN-13: 042983716X
DOWNLOAD EBOOKSome of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry. Covering subjects including the history of consumerism, fashion marketing, the creative direction of the fashion brand and the use of bloggers and celebrities as marketing tools, this book delineates the opportunities and challenges facing the future of fashion media in the twenty-first century. Examining the last 100 years of marketing and communications, current theory and practice, as well as questions on the ethics of the fashion industry, this broad-ranging and critical text is perfect for undergraduate and postgraduate students of fashion marketing, branding and communication.
Author: Michael J. Baker
Publisher:
Published: 1995
Total Pages: 416
ISBN-13: 9780333650394
DOWNLOAD EBOOKAuthor: Eric C. Schwarz
Publisher: Routledge
Published: 2017-12-18
Total Pages: 424
ISBN-13: 1351667629
DOWNLOAD EBOOKEffective marketing is essential for any successful sport organization, from elite international teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. This new edition goes beyond the introductory marketing course by exploring advanced marketing theories related to social responsibility, global issues, information systems, consumer behavior, product management, logistics, sales, promotions, and social/digital/mobile media. New to the edition are sections on branding, destination marketing, and performance evaluation that demonstrate how to measure impacts through sport marketing and how to use analytics to determine sport marketing success. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world and a companion website includes an impressive array of additional teaching and learning resources. Advanced Theory and Practice in Sport Marketing goes further than any other textbook to prepare students for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business.
Author: Mark Tadajewski
Publisher: SAGE Publications Limited
Published: 2013-12-27
Total Pages: 0
ISBN-13: 9781446273609
DOWNLOAD EBOOKThis four-volume major work brings together the key articles on marketing theory, with a distinctive focus on international developments in the field. In the past few years, the theoretical and conceptual basis of the discipline has been scrutinised and deepened via exposure to alternative ways of understanding marketing and consumer practice. This has occurred as a result of some truly exemplary research being conducted outside of marketing's traditional empirical context; the United States. This major work seeks to engage with this rather underexplored dimension of marketing theory, taking in literature which, for example, situates contemporary business marketing practices in a global context by comparing the systems in West Africa, Argentina, and the United States, while other contributions explore Chinese, Russian and West European practices. This comprehensive, global approach to the topic makes for an invaluable resource for scholars in the field worldwide. Volume One: Performing Marketing Volume Two: Managing Marketplace Relations Volume Three: The Boundaries of Marketing and Consumer Practice Volume Four: Transforming Marketing, Consumer and Society Dynamics
Author: Dawn Burton
Publisher: Routledge
Published: 2008-11-21
Total Pages: 328
ISBN-13: 1134060173
DOWNLOAD EBOOKThis groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need for cross-cultural marketing in multi-cultural societies.
