In Search Of A New Logic For Marketing
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In Search Of A New Logic For Marketing
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Author : Christian Gronroos
language : en
Publisher: Wiley
Release Date : 2008-03-10
In Search Of A New Logic For Marketing written by Christian Gronroos and has been published by Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-03-10 with Business & Economics categories.
The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.
The Experience Logic As A New Perspective For Marketing Management
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Author : Tonino Pencarelli
language : en
Publisher:
Release Date : 2018
The Experience Logic As A New Perspective For Marketing Management written by Tonino Pencarelli and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Marketing categories.
This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods.
Sustainability Marketing
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Author : Frank-Martin Belz
language : en
Publisher: John Wiley & Sons
Release Date : 2012-10-29
Sustainability Marketing written by Frank-Martin Belz and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-29 with Business & Economics categories.
The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com
Peopling Marketing Organization And Technology
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Author : Dirk vom Lehn
language : en
Publisher: Taylor & Francis
Release Date : 2024-01-31
Peopling Marketing Organization And Technology written by Dirk vom Lehn and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-01-31 with Business & Economics categories.
Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that organization. By analysing clear illustrative studies, this book explicates the interactionist attitude and demonstrates that production, placing, promotion, and pricing are achieved in, and through, marketing interaction. The studies investigate marketing interaction on street-markets, decision-making about the digitalization of supermarkets, the design of exhibitions and social media to generate memorable experiences, the interactive experiencing of exhibits, and the development of guiding visions in the promotion of Virtual Reality. The analyses reveal the practical and social organization of actions through which marketing and consumption are accomplished. By using different interactionist research methods, they show the contribution research using the interactionist attitude can make to marketing and consumer research, as well as to interactionist sociology concerned with marketing interaction. Aimed at academics, researchers, and students in the fields of marketing and consumer research, as well as in social psychology and sociology, this book will encourage scholars and students in marketing and consumer research to shift their focus from the symbolic to marketing interaction.
Humanistic Marketing
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Author : R. Varey
language : en
Publisher: Springer
Release Date : 2013-11-19
Humanistic Marketing written by R. Varey and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-19 with Business & Economics categories.
Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.
The Sage Handbook Of Marketing Theory
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Author : Pauline Maclaran
language : en
Publisher: SAGE
Release Date : 2009-12-04
The Sage Handbook Of Marketing Theory written by Pauline Maclaran and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-04 with Business & Economics categories.
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.
Marketing Discourse
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Author : Per Skålén
language : en
Publisher: Routledge
Release Date : 2007-12-14
Marketing Discourse written by Per Skålén and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-14 with Business & Economics categories.
The book offers a critical survey of the most important contributions to managerial marketing discourse from the earliest twentieth century onwards, articulating a social critique and evaluation of marketing.
Technology And Business Model Innovation Challenges And Opportunities
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Author : Bahaaeddin Alareeni
language : en
Publisher: Springer Nature
Release Date :
Technology And Business Model Innovation Challenges And Opportunities written by Bahaaeddin Alareeni and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Cultural Heritage Marketing
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Author : Izabella Parowicz
language : en
Publisher: Springer
Release Date : 2018-10-25
Cultural Heritage Marketing written by Izabella Parowicz and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-25 with Business & Economics categories.
Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services.
Marketing Strategy And Management
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Author : Michael J. Baker
language : en
Publisher: Bloomsbury Publishing
Release Date : 2017-09-16
Marketing Strategy And Management written by Michael J. Baker and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-16 with Business & Economics categories.
The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.
