The Practice Of Marketing Management
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The Practice Of Marketing Management
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Author : William A. COHEN
language : en
Publisher:
Release Date : 1988
The Practice Of Marketing Management written by William A. COHEN and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with categories.
Principles And Practice Of Marketing
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Author : Jim Blythe
language : en
Publisher: SAGE
Release Date : 2013-11-05
Principles And Practice Of Marketing written by Jim Blythe and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-05 with Business & Economics categories.
When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you′re out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about advertising and communications in part, but it′s also about many other things which all aim to create value for customers, from product research and innovation to after-care service and maintaining relationships. It′s a rich and fascinating area of management waiting to be explored - so welcome to Marketing! Jim Blythe′s Principles and Practice of Marketing will ease you into the complexities of Marketing to help you achieve success in your studies and get the best grade. It provides plenty of engaging real-life examples, including brands you know such as Netflix and PayPal - marketing is not just about products, but services too. Marketing changes as the world changes, and this textbook is here to help, keeping you up to speed on key topics such as digital technologies, globalization and being green.
Strategic Marketing Management Theory And Practice
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date : 2019-01-01
Strategic Marketing Management Theory And Practice written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-01 with Business & Economics categories.
Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. Specifically, we discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two focuses on understanding the market in which a company operates. Specifically, we examine how consumers make choices and outline the main steps in the customer decision journey that lead to the purchase of a company’s offerings. We further discuss the ways in which companies conduct market research to gather market insights in order to make informed decisions and develop viable courses of action. Part Three covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. The discussion of the strategic aspects of marketing management includes an in-depth analysis of the key principles of creating market value in a competitive context. The next three parts of the book focus on the marketing tactics, viewed as a process of designing, communicating, and delivering value. Part Four describes how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. In Part Five, we address the ways in which companies manage their marketing communication and the role of personal selling as a means of persuading customers to choose, purchase, and use a company’s offerings. Part Six explores the role of distribution channels in delivering the company’s offerings to target customers by examining the value-delivery process both from a manufacturer’s and a retailer’s point of view. The seventh part of the book focuses on the ways in which companies manage growth. Specifically, we discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage, managing sales growth, and managing product lines. We further address the process of developing new market offerings and the ways in which companies manage the relationship with their customers. The final part of this book presents a set of tools that illustrate the practical application of marketing theory. Specifically, Part Eight delineates two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company’s business model. This part also contains examples of two marketing plans—one dealing with the launch of a new offering and the other focused on managing an existing offering.
Marketing Principles And Practice
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Author : Svend Hollensen
language : en
Publisher:
Release Date : 2021-03-07
Marketing Principles And Practice written by Svend Hollensen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-07 with categories.
Ranked among the best marketing management books in the world by Domendos.com This updated and extended 4th edition of this bestseller, chosen by Domendos.com as one of the best marketing management books in the world, provides a comprehensive introduction to marketing and strategic marketing management. The book offers a clear and easy-to-understand overview of the latest developments in marketing - in all aspects. The most important theoretical aspects are explained in an easily accessible way to facilitate the transfer of this knowledge into real decision-making situations. In addition, the book not only integrates all relevant aspects of strategic and operative marketing, but also structures them using the marketing management process in such a way that both students and practitioners get a comprehensive and holistic overview of how everything fits together. Consequently, this textbook continues to set a benchmark for achievement in marketing and strategic marketing management guides. 'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for students and young professionals everywhere.' Christoph Schweizer, Managing Director, TraveKom GmbH 'This exciting textbook provides a concise introduction to the theory and practice of Marketing Management in the 21st century. It is systematically structured according to the marketing management process and written in a clear, lively and practical style. Highly recommended to students, educators and managers everywhere.' Prof. Dr. Marko Sarstedt, Chair of Marketing, Otto-von-Guericke-Universität Magdeburg, Germany The authors Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
Cim Revision Cards Marketing Management In Practice
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Author : John Williams
language : en
Publisher: Routledge
Release Date : 2012-05-04
Cim Revision Cards Marketing Management In Practice written by John Williams and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-04 with Business & Economics categories.
Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised
Ebook Principles And Practice Of Marketing
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Author : JOBBER, DAVID
language : en
Publisher: McGraw Hill
Release Date : 2009-12-16
Ebook Principles And Practice Of Marketing written by JOBBER, DAVID and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-16 with Business & Economics categories.
EBOOK: Principles and Practice of Marketing
Ebook Principles And Practice Of Marketing
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Author : JOBBER, DAVID/E
language : en
Publisher: McGraw Hill
Release Date : 2016-03-16
Ebook Principles And Practice Of Marketing written by JOBBER, DAVID/E and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-16 with Business & Economics categories.
EBOOK: Principles and Practice of Marketing
Marketing
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Author : Svend Hollensen
language : en
Publisher:
Release Date : 2020-05-25
Marketing written by Svend Hollensen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-25 with categories.
Ranked among the best marketing management books in the world by Domendos.com This updated and extended 3rd edition of this bestseller, chosen by Domendos.com as one of the best marketing management books in the world, provides a comprehensive introduction to marketing and strategic marketing management. The book offers a clear and easy-to-understand overview of the latest developments in marketing - in all aspects. The most important theoretical aspects are explained in an easily accessible way to facilitate the transfer of this knowledge into real decision-making situations. In addition, the book not only integrates all relevant aspects of strategic and operative marketing, but also structures them using the marketing management process in such a way that both students and practitioners get a comprehensive and holistic overview of how everything fits together. Consequently, this textbook continues to set a benchmark for achievement in marketing and strategic marketing management guides. 'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for marketing students and young professionals everywhere.' Christoph Schweizer, Managing Director, TraveKom GmbH 'This exciting textbook provides a concise introduction to the theory and practice of Marketing in the 21st century. It is systematically structured according to the marketing management process and written in a clear, lively and practical style. Highly recommended to marketing students, educators and marketing managers everywhere.' Prof. Dr. Marko Sarstedt, Chair of Marketing, Otto-von-Guericke-Universität Magdeburg, Germany The authors Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
Marketing Management
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Author : Philip Kotler
language : en
Publisher: Prentice Hall
Release Date : 2004
Marketing Management written by Philip Kotler and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Marketing categories.
Appropriate for undergraduate and graduate Marketing Management and Marketing Strategy courses at the university level, and some colleges. Managerial Orientation. This book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. Analytical Approach. This book presents a framework for analyzing recurrent problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. Multidisciplinary Perspective. This book draws on the rich findings of various scientific disciplines - economics, behavioral science, management theory, and mathematics - for fundamental concepts and tools. Universal Applications. This book applies marketing thinking to the complete spectrum of marketing: products and services, consumer and business markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and intermediary businesses, and low- and high-tech industries. Comprehensive and Balanced Coverage.This book covers all the topics an informed marketing manager needs to understand to carry out strategic, tactical, and administrative marketing. Instruction Through Examples: provision of rich, in-depth examples from Canadian companies and organizations as well as organizations from around the world allow students to by seeing marketing management techniques brought to life as they are employed in the everyday practice of today's leading organizations.
Customer Engagement In Theory And Practice
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Author : Katarzyna Żyminkowska
language : en
Publisher: Springer
Release Date : 2019-02-27
Customer Engagement In Theory And Practice written by Katarzyna Żyminkowska and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-27 with Business & Economics categories.
Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.