The Handbook Of Field Marketing

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The Handbook Of Field Marketing

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Author : Alison Williams
language : en
Publisher: Kogan Page Publishers
Release Date : 2008

The Handbook Of Field Marketing written by Alison Williams and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.

If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success.The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research.

Handbook Of Field Marketing

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Author : Alisin Williams
language : en
Publisher:
Release Date : 2008-01-01

Handbook Of Field Marketing written by Alisin Williams and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-01-01 with categories.

The Handbook Of Field Marketing

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Author : Alison Williams
language : en
Publisher: Kogan Page Publishers
Release Date : 2009-06-03

The Handbook Of Field Marketing written by Alison Williams and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-03 with Business & Economics categories.

If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.

Handbook Of Marketing

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Author : Barton A Weitz
language : en
Publisher: SAGE
Release Date : 2002-11-04

Handbook Of Marketing written by Barton A Weitz and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-11-04 with Business & Economics categories.

The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Handbook Of Marketing Strategy

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Author : Venkatesh Shankar
language : en
Publisher: Edward Elgar Publishing
Release Date : 2012

Handbook Of Marketing Strategy written by Venkatesh Shankar and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

Handbook Of Marketing Decision Models

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Author : Berend Wierenga
language : en
Publisher: Springer Science & Business Media
Release Date : 2008-09-05

Handbook Of Marketing Decision Models written by Berend Wierenga and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-05 with Business & Economics categories.

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

Handbook Of Islamic Marketing

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Author : Özlem Sandıkcı
language : en
Publisher: Edward Elgar Publishing
Release Date : 2011-01-01

Handbook Of Islamic Marketing written by Özlem Sandıkcı and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-01 with Business & Economics categories.

ÔThis is an especially timely publication, given the current metamorphosis of politics in the Middle East and North Africa. ...zlem Sandõkcõ and Gillian Rice are to be congratulated for having sensed the need for a Handbook that will alert marketers to the vast market opportunities offered by Muslim consumers. It is essential to become attuned to the values and principles of Islamic cultures that will drive consumption, product and service choices, brand preference, and brand loyalty in coming years. The scholars who have contributed to this Handbook come from many different backgrounds to offer a kaleidoscope of research and recommendations on how best to serve this previously overlooked segment of consumers who make up a quarter of world markets.Õ Ð Lyn S. Amine, Saint Louis University, US ÔThis ambitious and timely collection will be enormously valuable to readers in the practice and study of the growing field of Muslim marketing and branding. Essays range expertly across key sectors (notably finance, food, and fashion) and territories (of Muslim majority and minority population). Contributors elaborate the diversity of Muslim experiences, beliefs, and practices that must be taken into account by marketing professionals seeking to exploit this newly recognized market. Academic authors provide helpful postscripts for marketers, making clear the links between their nuanced historicized understanding of contemporary transnational, global, and local forms of Muslim identity and practice. This book provides an essential guide to those who study and those who participate in Muslim branding and marketing.Õ Ð Reina Lewis, London College of Fashion, UK The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets. This comprehensive Handbook provides an essential introduction to the newly emerging field of Islamic marketing. It is invaluable for researchers and students in international marketing who are interested in the intersection of Islam and marketing as well as those from anthropology and sociology studying Muslim consumers and businesses. The book also supplies vital knowledge for Muslim and non-Muslim business leaders generating commerce in Islamic communities.

Handbook Of Research On Mobile Marketing Management

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Author : Pousttchi, Key
language : en
Publisher: IGI Global
Release Date : 2009-11-30

Handbook Of Research On Mobile Marketing Management written by Pousttchi, Key and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-30 with Computers categories.

"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.

Selling The Invisible

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Author : Harry Beckwith
language : en
Publisher: Business Plus
Release Date : 2000-10-15

Selling The Invisible written by Harry Beckwith and has been published by Business Plus this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-10-15 with Business & Economics categories.

SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.

Handbook Of Services Marketing And Management

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Author : Teresa Swartz
language : en
Publisher: SAGE
Release Date : 2000

Handbook Of Services Marketing And Management written by Teresa Swartz and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.

"What a rarity to see a who′s who of thought leaders on any subject create original material for an anthology. It′s a real collegial tribute to Teresa A. Swartz and Dawn Iacobucci that they have been able to assemble such a treasure of original material--including some of the last from our late friend and colleague, Eric Langeard--on topics important to services marketing and management." --James Heskett, Harvard Business School "The Handbook of Services Marketing and Management provides an excellent introduction to the topics and issues that define service marketing today. Editors Swartz and Iacobucci have recruited many of the leading names in service research to write the chapters in the book, ensuring that the Handbook will be a valuable reference for years to come." --Roland T. Rust, Journal of Service Research "This Handbook contains an impressive collection of cutting-edge contributions that should be of keen interest to service researchers and practitioners. It represents some of the best and most recent thinking on a wide range of service topics." --A. Parasuraman, University of Miami, FL "Service business today constitute the largest sector in advanced economies. This new Handbook provides a wealth of stimulating ideas and guidelines for improving the quality and effectiveness of service offerings." --Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University"Services, because of their intangibility, variability, and perishability, call for management and marketing skills of a high order. This new Handbook belongs in the working library of managers charged with managing and marketing the service offerings of hotels, restaurant chains, airlines, telecommunications companies, entertainment companies, professional services firms, and countless other services industries." --Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University Despite the growth in services research and the dominance of services in the world economy, no one book has emerged as a comprehensive guide for researchers and professionals-until now! The Handbook of Services Marketing and Management presents state-of-the-art perspectives in the foundations of services, while simultaneously challenging and expanding current services practices. Editors Teresa A. Swartz and Dawn Iacobucci invited the world′s leading experts on services marketing and management to author individual chapters. The result is an experienced, international, eclectic, and cross-disciplinary mix of authors, all contributing cutting-edge material on the frontiers of service research. This handbook includes a unique mix of both in-depth chapters as well as shorter, more focused "mini" chapters, which treat emerging issues in the field of services. This structure makes the Handbook the most thorough reference possible. The Handbook of Services Marketing and Management should have a place on the bookshelves of every academic, graduate student, and professional in the critical area of services.