Phronesis Marketing
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Phronesis Marketing
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Author : Corneliu Vilsan
language : en
Publisher: Archway Publishing
Release Date : 2020-12-08
Phronesis Marketing written by Corneliu Vilsan and has been published by Archway Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-08 with Business & Economics categories.
In recent years, the environment in which advertising operates has changed. As a result, company leaders are under rising pressure to increase turnover and profits ahead of the industry average while fighting for new consumers. Unfortunately, marketing, as an organizational function, has been downgraded from a strategic role to a marginalized tactical and sales support department. In a comprehensive guide that addresses these current challenges, seasoned marketing executive Corneliu Vilsan leads advertising professionals through a practical set of principles, tools, and case studies to help the marketing function recapture its strategic importance by returning to the basics to create results that can be measured, analyzed, and replicated. While closing the gap between theory and reality and reconciling rational thoughts with creative ones, Vilsan introduces the phronesis methodology to challenge assumptions and encourage the creation of business or case studies to advance marketing excellence. Included are training insights and a marketing effectiveness test that lay the groundwork so an organization can survive and thrive within today’s complex environments. Phronesis Marketing shares wisdom, principles, and tools that guide company leaders through a comprehensive roadmap to improve the strategic position of marketing within their organizations.
Phronesis Marketing
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Author : Corneliu Vîlsan
language : ro
Publisher: Editura Cuantic
Release Date : 2023-04-20
Phronesis Marketing written by Corneliu Vîlsan and has been published by Editura Cuantic this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-20 with Business & Economics categories.
Această carte se adresează celor care nu au impresia că știu deja totul despre publicitate: – celor care lucrează în publicitate, ca și – clienților agențiilor de publicitate; – celor care au vechime în domeniul marketingului, dar și – celor care se află în situația de a lua, în cunoștință de cauză, decizii de marketing și de alocare a bugetului, – celor care desfășoară cercetări de piață, analizează date și își adaptează în mod constant strategiile de marketing la un mediu de afaceri aflat în permanentă schimbare, în scopul obținerii celor mai bune rezultate. Dacă ești deținătorul unei afaceri mici care are ambiția de a ajunge o afacere mare sau dacă lucrezi deja de multă vreme în marketing în cadrul unei organizații mari, această carte este pentru tine. Te va ajuta să începi de la zero sau îți va da idei noi despre cum să îți îmbunătățești strategia de marketing și cum să o implementezi mai bine pentru a obține rezultate profitabile pe termen lung „Sunt absolut încântat de cât de bună – și necesară – este această carte. Ești un David Ogilvy din perspectiva clientului!” Rory Sutherland, vicepreședinte Ogilvy UK, autor al cărții Alchemy: The Surprising Power Of Ideas That Don’t Make Sense Vîlsan este o raritate, un CMO cu decenii de experiență practică, dar care a reușit să dedice timp și studiului celor mai recente teorii, iar acum scrie o carte despre cum se raportează teoria și practica una la cealaltă.” Paul Feldwick, autorul cărții The Anatomy of Humbug
Marketing Rhetoric And Control
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Author : Christopher Miles
language : en
Publisher: Routledge
Release Date : 2018-04-19
Marketing Rhetoric And Control written by Christopher Miles and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-19 with Business & Economics categories.
Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern organisation, a mysterious black box inside the otherwise rational and logical endeavour of enterprise, and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice. Constructing an interface between original, challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself, this text argues for a Sophistic interpretation of marketing. From this perspective, marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders, using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments. This book is aimed primarily at researchers and academics working in the fields of marketing, marketing communications, and the related disciplines of marketing theory, critical marketing, and digital marketing. It will also be of value to marketing academics in business schools, including those working in the areas of media and communication studies who have an interest in commercial and corporate communication, brand use of interactive media, and communication theory.
Competitive Marketing Rle Marketing
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Author : John O'Shaughnessy
language : en
Publisher: Routledge
Release Date : 2014-09-15
Competitive Marketing Rle Marketing written by John O'Shaughnessy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-15 with Business & Economics categories.
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Pragmalytics
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Author : Cesar A. Brea
language : en
Publisher: iUniverse
Release Date : 2012-10-30
Pragmalytics written by Cesar A. Brea and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-30 with Business & Economics categories.
The promise of marketing analytics in the age of Big Data is the ability to make your marketing efforts much more targetable, trackable, and testable. But in practice, realizing this promise is hard -- logically, technically, and especially organizationally. Pragmalytics helps you address this challenge with practical techniques and real-world examples, to help you better navigate the modern marketing forest among ever-denser thickets of data, channels, and tools. REACTIONS TO "PRAGMALYTICS" "This is really good... full of common sense approaches that not only blend analytics and creativity, but hold everyone's thinking to a behavioral set of imperatives... a grounded human starting place that lets you make better decisions." -Ben Kline, ex CSO/CMO, Leo Burnett "This is a must read for business executives confronting the digital imperative. Brea's lively prose is on-point, provocative, and actionable." -Bob Neuhaus, Global Sector Head - Financial Services, TNS "This book presents practical advice with good examples and an easy-to-read style. I recommend it to senior marketing executives trying to approach multi-channel strategies in a more manageable way." -Jeffrey Hupe, Founder, Phronesis Group, LLC, and former VP Global Strategy and Innovation, The Nielsen Group
Policy Strategy And Innovation Primer
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Author : Charles Chao Rong Phua
language : en
Publisher: Taylor & Francis
Release Date : 2023-02-10
Policy Strategy And Innovation Primer written by Charles Chao Rong Phua and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-02-10 with Political Science categories.
Phua focuses on applying the best of corporate strategy and innovation tools and praxis into the policy process with the aim of devising a coherent policy strategy–innovation framework and process. Government and business strategies differ in their operating assumptions and variables, but the strategy process is more similar than is often perceived. Phua debunks the government versus business dichotomy and demonstrates the potential for cross-learning between both domains. Readers will benefit the most by reading this book in tandem with Phua’s other works on strategy also featured in this series. This book is an essential primer for academics, practitioners and learners of public policy, strategy, innovation and applied problem-solving.
The Abc S Of Science Technology Innovation Sti Policy
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Author : Joseph P. Lane
language : en
Publisher: Springer Nature
Release Date : 2023-07-28
The Abc S Of Science Technology Innovation Sti Policy written by Joseph P. Lane and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-28 with Business & Economics categories.
Innovation is a widely applied yet poorly understood term in the context of public policies and practices among Western nations. Technological innovations specifically have and will continue to advance civilization, shape modern society, and drive the economic health and geo-political standing of nations. This book offers a unique interpretation of science, technology & innovation (STI) policies in Western nations, particularly in regard to government-sponsored programs. The author challenges established thinking, directly addressing numerous myths that cloud our understanding of innovation and proposes a fresh perspective grounded in fundamental logic and analysis. Written in short chapters and presented in an alphabetically organized framework, this book addresses what is working and what isn’t working in current STI policies and suggests that the most efficient and effective way to generate technological innovations that yield the desired socio-economic benefits, is for national governments to sponsor directed scientific research and directed engineering development, and align both with the requirements of carefully managed commercial production. The book also features examples drawn from government data, scholarly literature, practitioner anecdotes and the author’s personal experience.
Philosophy Of Technology After The Empirical Turn
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Author : Maarten Franssen
language : en
Publisher: Springer
Release Date : 2016-06-23
Philosophy Of Technology After The Empirical Turn written by Maarten Franssen and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-23 with Philosophy categories.
This volume features 16 essays on the philosophy of technology that discuss its identity, its position in philosophy in general, and the role of empirical studies in philosophical analyses of engineering ethics and engineering practices. This volume is published about fifteen years after Peter Kroes and Anthonie Meijers published a collection of papers under the title The empirical turn in the philosophy of technology, in which they called for a reorientation toward the practice of engineering, and sketched the likely benefits for philosophy of technology of pursuing its major questions in an empirically informed way. The essays in this volume fall apart in two different kinds. One kind follows up on The empirical turn discussion about what the philosophy of technology is all about. It continues the search for the identity of the philosophy of technology by asking what comes after the empirical turn. The other kind of essays follows the call for an empirical turn in the philosophy of technology by showing how it may be realized with regard to particular topics. Together these essays offer the reader an overview of the state of the art of an empirically informed philosophy of technology and of various views on the empirical turn as a stepping stone into the future of the philosophy of technology.
Ethics And Morality In Consumption
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Author : Deirdre Shaw
language : en
Publisher: Routledge
Release Date : 2016-04-14
Ethics And Morality In Consumption written by Deirdre Shaw and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-14 with Business & Economics categories.
Ethical consumerism is on the rise. No longer bound to the counter-cultural fringes, ethical concerns and practices are reaching into the mainstream of society and being adopted by everyday consumers – from considering carbon miles to purchasing free-range eggs to making renewable energy choices. The wide reach and magnitude of ethical issues in society across individual and collective consumption has given rise to a series of important questions that are inspiring scholars from a range of disciplinary areas. These differing disciplinary lenses, however, tend to be contained in separate streams of research literature that are developing in parallel and in relative isolation. Ethics in Morality and Consumption takes an interdisciplinary perspective to provide multiple vantage points in creating a more holistic and integrated view of ethics in consumption. In this sense, interdisciplinary presupposes the consideration of multiple and distinct disciplines, which in this book are considered in delineated chapters. In addition, the Editors make an editorial contribution in the final chapter of the book by combining these separate disciplinary perspectives to develop a nascent interdisciplinary perspective that integrates these perspectives and presents platforms for further research.
Marketing
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Author : Patrick Forsyth
language : en
Publisher: John Wiley & Sons
Release Date : 2009-09-09
Marketing written by Patrick Forsyth 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 2009-09-09 with Business & Economics categories.
The late great Peter Drucker defined marketing as “looking at the business through the customers’ eyes.” Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business. This guide explains what marketing is and the techniques marketers use. Topics covered include: • The marketing mix • Pricing policy • Different methods of market research This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization.