New Marketing Paradigm
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The New Marketing Paradigm
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Author : Don E. Schultz
language : en
Publisher: McGraw Hill Professional
Release Date : 1994
The New Marketing Paradigm written by Don E. Schultz and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
New Marketing Paradigm
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Author : Robert Lauterborn
language : en
Publisher:
Release Date : 1994
New Marketing Paradigm written by Robert Lauterborn and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with categories.
A New Marketing Paradigm
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Author : Don Peppers
language : en
Publisher:
Release Date : 1995
A New Marketing Paradigm written by Don Peppers and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with categories.
The New Marketing Paradigm
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Author : MD Adnan Rahman
language : en
Publisher:
Release Date : 2024-05-22
The New Marketing Paradigm written by MD Adnan Rahman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-22 with Education categories.
Conceptualising Marketing Communication In The New Marketing Paradigm
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Author : Wilson Ozuem
language : en
Publisher: Universal-Publishers
Release Date : 2005
Conceptualising Marketing Communication In The New Marketing Paradigm written by Wilson Ozuem and has been published by Universal-Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
There has been a lot of interest among marketing practitioners and researchers in the concept of marketing communications as related to computer-mediated marketing environments as a result of the commercialization of the World Wide Web (WWW) as a marketing and communication medium. Despite growing interest, there is a dearth of research on the processual nature of communication between marketers and consumers. The overall aim of this study, therefore, is to expand our understanding of marketing communication within the computer-mediated marketing environments. This understanding is achieved in the thesis by incorporating ideas from traditional marketing communication models those based on a one-way, general outbound, linear model in which marketers deliver communication to customers and prospects and contemporary marketing communications theory within a contextualist framework, to examine the evolving marketing communication medium. Given the growing empowerment of customers through information technology that has created the interactive marketplace, the study aims to illuminate concretely that Internet exerts a mediating influence on the relationship between marketers and consumers. Following this articulation, the study considers computer-mediated marketing environments as a technological development that increases the options for marketing communications. Placing marketing communication and computer-mediated marketing environments within a historical context of technology as consistent with social constructivist framework rather than thinking about the medium as an isolated phenomenon, builds the base for understanding the opportunities and difficulties associated with marketing communications and the Internet in contrast to capabilities for marketing prior to the Internet. The current study indicates that marketing communication in the computer-mediated marketing environments possess some fundamental uniqueness, which are ancillary and augment the consumption processes. The study proposed a conceptual framework for understanding marketing communication trajectory in the evolving interactive marketplace. The framework proposed provides a new base for developing a wide range of marketing communication programmes for practitioners and academic researchers.
The Development Of Integrated Marketing Communications Into Today S New Marketing Paradigm
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Author : Sherry Bradford
language : en
Publisher:
Release Date : 1994
The Development Of Integrated Marketing Communications Into Today S New Marketing Paradigm written by Sherry Bradford and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with categories.
Marketing Moves
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Author : Philip Kotler
language : en
Publisher: Harvard Business Press
Release Date : 2002
Marketing Moves written by Philip Kotler and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world, customers are scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality. Marketing Moves describes the next transformational imperative for marketing-and for any organization competing in our customer-ruled, technology-driven marketplace. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers in both the marketplace and the marketspace. And it appoints marketing as the lead driver in shaping and implementing this new strategy. The means for accomplishing this lies in a radically new marketing paradigm the authors call holistic marketing -a dynamic concept derived from the electronic connectivity and interactivity among companies, customers, and collaborators. This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders. Outlining a framework for implementing holistic marketing that calls for integrating customer demand management, internal and external resource allocation, and network collaboration-the authors show how holistic marketing can enable companies to: - Identify new value opportunities for renewing their markets - Efficiently create the most promising new value offerings - Deliver products, services, and experiences that more precisely match individual customer requirements - Consistently operate at the highest level of product quality, service, and speed Thought-provoking and practical, Marketing Moves shows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world. AUTHORBIO: Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago. Dipak C. Jain is Dean of the Kellogg Graduate School of Management. Suvit Maesincee is a Professor of Marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.
Special Issue Return On Marketing Investment
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Author : Nicholas Ashill
language : en
Publisher:
Release Date : 2007
Special Issue Return On Marketing Investment written by Nicholas Ashill and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with categories.
Total Relationship Marketing
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Author : Evert Gummesson
language : en
Publisher: Routledge
Release Date : 2002
Total Relationship Marketing written by Evert Gummesson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students. Customer Relationship Management (CRM) is a key feature throughout this newly revised edition Comprehensive coverage on the Internet, e-Business and one-to one marketing New examples, cases, concepts and references have been added to aid the reader
Service And New Marketing Paradigm
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Author : Yongjie Cao
language : en
Publisher:
Release Date : 1994
Service And New Marketing Paradigm written by Yongjie Cao and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Service industries categories.
