Continuing to Broaden the Marketing Concept PDF Download

Author: Dawn Iacobucci
Publisher: Emerald Group Publishing
ISBN: 1787548244
Category : Business & Economics
Languages : en
Pages : 328

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Book Description
Review of Marketing Research is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature, offer a critical commentary, develop an innovative framework and discuss future developments, as well as present specific empirical studies.

Author: Lawrence J. Gitman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 1455

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Book Description
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.

Author: V. Kumar
Publisher: Emerald Group Publishing
ISBN: 1838675655
Category : Business & Economics
Languages : en
Pages : 273

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Book Description
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.

Author: Henry Kyambalesa
Publisher: Routledge
ISBN: 1351781715
Category : Social Science
Languages : en
Pages : 244

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Book Description
This title was first published in 2000: Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.

Author: Angela Y. Lee
Publisher: Emerald Group Publishing
ISBN: 1802629556
Category : Business & Economics
Languages : en
Pages : 201

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Book Description
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars provide new insights, approaches and directions to set out for research on consumer vulnerabilities.

Author: David H. Maister
Publisher: Simon and Schuster
ISBN: 1471109658
Category : Business & Economics
Languages : en
Pages : 479

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Book Description
Professional service firms differ from other business enterprises in two distinct ways: first they provide highly customised services thus cannot apply many of the management principles developed for product-based industries. Second, professional services are highly personalised, involving the skills of individuals. Such firms must therefore compete not only for clients but also for talented professionals. Drawing on more than ten years of research and consulting to these unique and creative companies, David Maister explores issues ranging from marketing and business development to multinational strategies, human resources policies to profit improvement, strategic planning to effective leadership. While these issues can be complex, Maister simplifies them by recognising that 'every professional service firm in the world, regardless of size, specific profession, or country of operation, has the same mission statement: outstanding service to clients, satisfying careers for its people and financial success for its owners.'

Author: Frank R. Kardes
Publisher: Routledge
ISBN: 1351137700
Category : Psychology
Languages : en
Pages : 528

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Book Description
What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilize these methods? In the Handbook of Research Methods in Consumer Psychology, leading consumer psychologists summarize key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgments and opinions and to make consumption-related decisions. Kardes, Herr, and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgments and decisions. The book is split into five parts, demonstrating the breadth of the volume: classic approaches, contemporary approaches, online research methods, data analysis, and philosophy of science. A variety of leading researchers give insight into a wide range of topics, reflecting both long-standing debate and more recent developments in the field to encourage discussion and the advancement of consumer research. The Handbook of Research Methods in Consumer Psychology is essential reading for researchers, students, and professionals interested in consumer psychology and behavior.

Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337

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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author: Delbert I. Hawkins
Publisher: McGraw-Hill/Irwin
ISBN: 9780072865493
Category : Consumer Behavior
Languages : en
Pages : 0

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Book Description
Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

Author: Ira D. Glick
Publisher: Routledge
ISBN: 1351508385
Category : Social Science
Languages : en
Pages : 303

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Book Description
This book is based on extensive field research conducted by the investigators of Social Research Inc., interpreting the result of over 13,000 individuals. Members of TV audiences were studied to analyze their reactions to what TV offered them, in relation to their age, sex, social class, and personal characteristics. This information is here applied to understanding what television programs, performers, and commercials--by general type and also with illustrative case histories--are being watched. This book on first publication in 1962 provided the first clear image of the people in front of their TV sets, who they were, how they differed from each other, their views on sex and violence, boredom and enlightenment, taste and judgment. It tells us about the audiences and our stereotypes and their response to the new medium they could both see and hear. It destroys the myth of the "mass audience" and replaces it with a scientifically derived description of the many audiences for television, including its protesters, its embracers, and its accommodators. Programs looked at range from those still in production forty years later--The Price is Right--to those in perpetual rerun--The Twilight Zone---to those genres, like westerns, that have all but disappeared, and those that still prosper, like soap operas--in this case, 77 Sunset Strip. A section on performer images and their symbolic meanings considers television personas from Bob Hope through Walter Cronkite to Roy Rogers and Pat Boone. The final section analyzes commercials both by type and by placement and what audiences feel about them.