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Complementing Dibb and Simkin's established reputation in their field, this text presents a punchy overview of the leading 50 themes of marketing, each concisely summarized for revision purposes or quick-learning. While appealing primarily to students undertaking marketing exams, many practitioners will also find this 'glossary of current marketing' hard to resist. The title builds on the earlier works of Dibb and Simkin, whose Houghton Mifflin text, 'Marketing: Concepts and Strategies', is the current business school market leading text in the United Kingdom, while their Thomson Learning text, 'The Marketing Casebook: Cases and Concepts', has just been revised and is the most widely used marketing casebook. From understanding customers, branding and positioning, relationship marketing, social responsibility through to value-based marketing and one-to-one marketing, this book covers all the issues the modern marketer must address. The text itself is organized into short structured chapters, the Briefs, each including: * Core definitions * A bulleted key point overview * Thorough yet concise explanation of the concept and primary issues * Illustrative examples * A selection of examination style case, essay and applied questions * Recommended further reading and sources. Together these offer a rounded, concise and topical appreciation of each theme within a clear and accessible framework designed to aid revision. Also included are revision tips and 'golden rules' for tackling examinations, specimen examination papers with answer schemes, and a full glossary of key marketing terms.
International Marketing: Second Asia–Pacific Edition is a thorough revision reflecting contemporary developments in international marketing. The text maintains the strengths of the original Global Marketing Management text by Masaaki Kotabe and Kristiaan Helsen, and is presented in an engaging and accessible style. The book aims to help Australasian students understand contemporary international marketing activities and issues in an increasingly competitive marketplace. The use of real-world examples of both small and medium-sized enterprises (SMEs) and multinational corporations (MNCs) operating in the Asia–Pacific region provides a strong theoretical and conceptual foundation of international and global marketing perspectives. A key underlying theme of the text is that while it may not be possible for all organisations in the Asia–Pacific region to market their products and services on a truly global scale, organisations that operate in any marketplace need to understand and be aware of competition from both local SMEs and MNCs that are increasingly attempting to operate globally.
This comprehensive book is a core text that covers all areas of marketing. It is written in a straightforward style, and is intended for diploma and degree level students who are studying the subject for the first time. It gives guidance on how to study for exam success and extend knowledge by setting personal objectives and collecting information to revise effectively. Advice on how to pass marketing examinations is given through typical questions, suggested solutions and comments from marketing examiners. The book discusses consumer and organizational buyer behaviour; segmentation; targeting; product and service positioning; pricing; channels of distribution; logistics; advertising; sales promotion; public relations; product issues; e-marketing; sales forecasting; and marketing research and information systems. Strategic issues like portfolio analysis, reverse marketing, and stages of the marketing planning process and its place in the corporate plan are explained. Furthermore, key definitions, marketing theories with author references, explanatory figures, diagrams and examples of marketing practice are also provided.
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The formation and development of market relations in the Ukrainian economy necessitate the improvement of the management mechanism of agricultural enterprises, the orientation of the management system to market conditions, and the ability to respond quickly and flexibly to changes in the environment and within the enterprise. Currently, only a small proportion of enterprises use marketing management methods in their business operations, and only a few of them use a systematic approach to organizing management based on marketing. Military actions on the territory of our country have had a great impact on this course of events and the development of enterprises at the present time. Marketing management of an enterprise is an opportunity to organize its activities on the principles of optimal use of the available potential and obtaining the greatest profit, taking into account the satisfaction of consumer needs. An analysis of the company's capabilities allows to obtain reliable information on the state of assets and liabilities of production, to analyze the external marketing environment. A systematic approach to organizing management and developing a marketing strategy is a scientifically sound way to increase profitability, save costs and improve the company's market position. An integral part of the company's marketing management system is to ensure proportionality of development, support and preservation of social guarantees for employees. However, after the Russian Federation started military operations on the territory of Ukraine, agricultural enterprises experienced major problems in production, sales, and procurement of inputs. The big problems caused by the war are clearly visible in logistics processes - losses in trade relations by sea, suspended river traffic, heavy load on border crossing points on railways and highways, lack of air traffic. Due to the constant bombardment by the Russian aggressor, a large number of critical infrastructure facilities have been damaged, forcing our companies to significantly increase the cost of processing agricultural products and thus stay afloat without stopping their operations. A large number of companies from the east and south were forced to move to the western and central parts of the country to resume their operations. However, given that in Ukraine marketing management of agricultural enterprises is a separate, very large and problematic aspect, the theoretical and methodological framework is not sufficiently covered, there are problematic issues, and the strategy for the transition of enterprises from outdated forms and methods of management and business to new, scientifically based market methods, such as marketing management, has not been developed. This will allow our enterprises to develop and meet the needs of consumers and at the same time ensure the country's food security in this difficult military period for Ukraine. The results of the research presented in this monograph are determined within the framework of the initiative topic of the Department of Marketing and International Trade of the National University of Life and Environmental Sciences of Ukraine "Development of Marketing at Agricultural and Processing Enterprises", state registration number 0120U100630.
Here is practical advice for anyone who wants to build their business by selling overseas. The International Trade Administration covers key topics such as marketing, legal issues, customs, and more. With real-life examples and a full index, A Basic Guide to Exporting provides expert advice and practical solutions to meet all of your exporting needs.
Get the full coverage you need for the PMP® Exam! Get the preparation you need for the challenging Project Management Professional (PMP®) certification exam in this comprehensive study guide. In addition to coverage of all exam objectives, you'll find practical advice including "How This Applies to Your Current Project" and "Real World Scenario" sidebars, as well as coverage for the Certified Associate in Project Management (CAPM®) exam, and much more. Full coverage of all exam objectives in a systematic approach, so you can be confident you're getting the instruction you need for the exam Practical hands-on exercises to reinforce critical skills Real-world scenarios that put what you've learned in the context of actual job roles Challenging review questions in each chapter to prepare you for exam day Exam Essentials, a key feature in each chapter that identifies critical areas you must become proficient in before taking the exam A handy tear card that maps every official exam objective to the corresponding chapter in the book, so you can track your exam prep objective by objective The accmpanying CD features: The Sybex test engine, which includes all of the chapter review questions and bonus exams. Electronic flashcards that reinforce your understanding and run on your PC, Pocket PC, or Palm handheld. More than two hours of audio instruction so you can fine-tune your project management skills. The entire book in searchable and printable PDF. Order today so you can study anywhere, any time, and approach the exam with confidence. (PMP, Project Management Professional, and CAPM are registered marks of the Project Management Institute, Inc.)
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