The 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.
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.
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.
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
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.
Brand Intimacy
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Author : Mario Natarelli
language : en
Publisher: Hatherleigh Press
Release Date : 2017-10-23
Brand Intimacy written by Mario Natarelli and has been published by Hatherleigh Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-23 with Business & Economics categories.
From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.
Strategic Marketing And The Future Of Consumer Behaviour
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Author : Theo Poiesz
language : en
Publisher: Edward Elgar Publishing
Release Date : 2007
Strategic Marketing And The Future Of Consumer Behaviour written by Theo Poiesz 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 2007 with Business & Economics categories.
The authors of this book reconsider the dominant marketing paradigm in the context of a contemporary market in which marketing developments increasingly restrict the effectiveness of marketing activities. Consumers are thus overloaded with products, services, channels and information, but fail to grasp the differential value of the commercial offers being made. Theo B.C. Poiesz and W. Fred van Raaij develop a new marketing perspective that differs dramatically from the current concept. They do this via the extrapolation AND COMBINATION of several major trends: the formation of product and service packages, the development of long-term relationships, the increasing focus on individualization, and technological developments. The book introduces the 'Virtual Guardian Angel', a system that can assist buyers, both in consumer and industrial markets, in making purchase and consumption decisions, incorporating the long-term consequences and integrating the formerly separate decisions. It will affect the structure and functioning of markets and will require companies to consider new strategic options. The new marketing paradigm questions the definition and relevance of a number of well-known marketing concepts such as innovation, communication, and distribution, and consumer concepts such as needs, satisfaction, and loyalty. Providing a critical view on new synergies in present-day marketing practices, this book will be invaluable to those interested in marketing strategy and consumer behaviour, including scholars of marketing and business management, and marketing practitioners.
Service Management
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Author : Jay Kandampully
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-12-09
Service Management written by Jay Kandampully 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 2011-12-09 with Business & Economics categories.
“Great retailers are great at service. No exceptions. This book offers a wealth of insight into delivering excellent retail service.” ---Leonard L. Berry, Distinguished Professor of Marketing, N.B Zale Chair in Retailing and Market Leadership, Mays Business School, Texas A&M University "With a growing understanding of service as a phenomenon and perspective of business and marketing, retailers are increasingly seeing the need to transform from distribution of products to service providers. This book includes considerable insight regarding the importance of the service perspective and how it can be implemented in retailing." --Christian Grönroos, Professor of Service and Relationship Marketing, CERS Centre for Relationship Marketing and Service Management, Hanken School of Economics, Finland "Consisting of chapters written by leading scholars in service management and retailing from around the world, this comprehensive book offers rich insights for how retailers can excel and achieve sustainable competitive advantage by invoking and implementing service management principles. This enlightening book is a valuable resource for students, researchers and practitioners with an interest in retailing." --A. "Parsu" Parasuraman, Professor of Marketing & The James W. McLamore Chair, School of Business Administration, University of Miami Coral Gables, Florida "Service excellence and service innovation are critical for success in today’s competitive retail marketplace. Service Management: The New Paradigm in Retailing provides a contemporary and transformative lens for accomplishing these essential goals." --Mary Jo Bitner, Professor, Director Center for Services Leadership, W.P. Carey School of Business, Arizona State University
Marketing Made Human
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Author : Malene Bendtsen
language : en
Publisher: Publishing Rebel
Release Date : 2022-01-15
Marketing Made Human written by Malene Bendtsen and has been published by Publishing Rebel this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-15 with Business & Economics categories.
MARKETING MADE HUMAN is mindset shifting personal branding book and a practical guide for marketing in the 2020s. It breaks down cemented perceptions and beliefs around marketing and empowers entrepreneurs to fall in love with marketing, so they can have a bigger impact in the world and unlimited business success. NOW is the best time ever to connect with your true tribe and build a lovable personal brand that customers will happily and voluntarily promote. This book will change your view of marketing forever. It breaks down cemented perceptions and beliefs around marketing and brand building and empowers entrepreneurs to fall in love with marketing, so they can have a bigger impact in the world and unlimited business success. Understanding fundamental human desires and their role in purchasing decisions opens up new ways of approaching your marketing role in the 2020s. The mission is to put human connection and fundamental human desires at the center of marketing, and thereby release entrepreneurs from the discomfort and fear often associated with marketing. The book provides a framework to design novel marketing strategies that will, in fact, be helpful to and supported by your customers. Hopefully, you will feel inspired to tap into this new marketing paradigm to create a lovable brand and grow into a successful personal brand, and a confident marketer and leader of your tribe. This book will: - Demystify why you (with good reason) may have felt reluctant to marketing and sales, and outline a new paradigm to help you feel inspired and capable instead - Show you how fundamental human desires are driving customer happiness like never before and how you can leverage that in your marketing - Shed light on the forces driving immunity to traditional marketing and explain how social media platforms are responding to consumer demand to be ‘unreachable’ by traditional marketing, while increasingly empowering consumers to act as voluntary marketers - Teach you how you, as a personal brand entrepreneur, can leverage factors commonly ignored by bigger brands making authentic personal branding a cornerstone in your business success - Help you find the courage to fully step into your role and take full ownership of the empowering force you truly are to your most desired audience - Show you where to focus your efforts with generous human interaction and solid guidance to turn customers into engaged brand ambassadors - Outline how to build sales funnels in this new marketing paradigm and which metrics to use to measure your business success The book also offers a complimentary personal branding workbook with templates to complete the exercises and a complimentary 3-day mini-course to help you immediately connect more strongly with your audience.