Strategic Marketing
Strategic Marketing

Author: Russell Abratt

Publisher: Routledge

Published: 2018-07-04

Total Pages: 148

ISBN-13: 0429951558

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This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

Services Marketing: Concepts, Strategies, & Cases
Services Marketing: Concepts, Strategies, & Cases

Author: K. Hoffman

Publisher: Cengage Learning

Published: 2016-01-01

Total Pages: 480

ISBN-13: 9781285429786

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Readers examine the use of services marketing as a competitive tool from a uniquely broad perspective with Hoffman/Bateson’s SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. A wealth of real examples feature a variety of businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and other services. Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, giving readers valuable insights and important skills for success in business today. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Marketing Concepts And Cases
Marketing Concepts And Cases

Author: Rajagopal

Publisher: New Age International

Published: 2000

Total Pages: 204

ISBN-13: 9788122411546

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In The Present Environment Of Increasing Global Competition, Marketing Has Emerged As The Key Factor In Any Commercial Enterprise. This Book Explains The Basic Principles, Strategies And Activities Involved In Marketing Management.Starting With The Fundamental Marketing Concepts, The Book Explains The Various Dimensions Of The Entire Marketing Management Process. It Then Discusses The Important Element Of Advertising With Reference To The Relevant Legal Provisions. Marketing Research Is Explained In Detail Along With Research Design And Mis. Analysis And Forecasting Of Consumer Behaviour Is Discussed Next, Followed By An Analysis Of Sales Management.Relevant Case Studies Drawn From The Indian Context Have Been Presented Throughout The Book To Illustrate The Basic Concepts And Strategies. Flow Charts And Diagrams Have Also Been Included For An Easier Grasp Of The Discussion.All These Features Make This Book An Excellent Text For Marketing Management Students. Professionals And Consultants Would Also Find It Very Useful.

Digital Sport Marketing
Digital Sport Marketing

Author: Alan Seymour

Publisher: Routledge

Published: 2020-09-10

Total Pages: 236

ISBN-13: 1351789929

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Digital sport marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business. This is the only textbook to introduce core principles and best practice in digital sports marketing, focusing on key issues, emerging topics and practical techniques. The book surveys the new international digital landscape in sport business and explains how to apply digital marketing across key areas from fan engagement and public relations to strategic communication and branding. Every chapter includes discussion of key concepts, an in-depth case study, and an in-depth conversation with a leading industry practitioner that demonstrates how digital marketing works in the real world. Full of useful features, this is an essential textbook for any sport marketing, sport management, sport business or sport development course.

Marketing Tourism and Hospitality
Marketing Tourism and Hospitality

Author: Richard George

Publisher: Springer Nature

Published: 2021-05-08

Total Pages: 509

ISBN-13: 3030641112

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This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.

Modern Marketing Research
Modern Marketing Research

Author: Fred M.. Feinberg

Publisher: Thomson South-Western

Published: 2013

Total Pages: 689

ISBN-13: 9781133191025

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Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.

Essentials of Services Marketing
Essentials of Services Marketing

Author: K. Douglas Hoffman

Publisher: South Western Educational Publishing

Published: 2001

Total Pages: 608

ISBN-13: 9780030288920

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The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.

Flagship Marketing
Flagship Marketing

Author: Tony Kent

Publisher: Routledge

Published: 2009-03-14

Total Pages: 288

ISBN-13: 1134076681

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Flagships are the physical apogee of consumerism, places where brand experiences are most defined and interactions with consumers are highly refined. This book marks the first comprehensive study of the concept of the flagship, bringing together a range of scholarly insights from the field, covering issues such as consumerism, areas of consumption and experimental marketing theory and practise. The ways in which flagship projects communicate brand values, both externally and internally, form an important part of this book, and provide new perspectives on late twentieth century commercial and cultural policy and practice. Kent and Brown offer a truly interdisciplinary approach to the concept, offering a variety of perspectives on the debates surrounding flagship function and its role as a place of consumption. Chapters focus on the development of prestigious stores, hotels and arts and cultural centres, as showcases for branded experiences and products and as demonstrations of commercial and public policy. Cases and examples include The Eden Project in the UK, automotive showrooms in Germany, hotels in Dubai and Las Vegas, and Vienna's cultural quarter. Theoretical discussion explores the tensions between costs and profitability, conspicuous consumption and the sustainability of iconic forms. The book enables readers to explore the flagship concept from different perspectives, and while a marketing approach predominates, it provides a disciplinary challenge which will open up new ways of understanding the concept.