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Author: Kenneth Le Meunier-FitzHugh Publisher: Oxford University Press ISBN: 019256224X Category : Business & Economics Languages : en Pages : 177
Book Description
Very Short Introductions: Brilliant, Sharp, Inspiring Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Kenneth Le Meunier-FitzHugh Publisher: Oxford University Press ISBN: 019256224X Category : Business & Economics Languages : en Pages : 177
Book Description
Very Short Introductions: Brilliant, Sharp, Inspiring Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Kenneth Le Meunier-FitzHugh Publisher: Oxford University Press ISBN: 0192562258 Category : Business & Economics Languages : en Pages : 177
Book Description
Very Short Introductions: Brilliant, Sharp, Inspiring Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Winston Fletcher Publisher: Oxford University Press ISBN: 0199568928 Category : Business & Economics Languages : en Pages : 161
Book Description
How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Robert Jones Publisher: Oxford University Press ISBN: 0198749910 Category : Business & Economics Languages : en Pages : 161
Book Description
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.
Author: John Hendry Publisher: Oxford University Press ISBN: 0199656983 Category : Business & Economics Languages : en Pages : 153
Book Description
In this Very Short Introduction, John Hendry provides a lively introduction to the nature and principles of management. Tracing its development over the past century, Hendry looks not only at the jobs managers do today and their place in the culture of work, but also provides an insight into modern management theory.
Author: Jonathan Slack Publisher: OUP Oxford ISBN: 0191633941 Category : Science Languages : en Pages : 145
Book Description
The topic of stem cells has been very high profile in the media in recent years. There is much public interest in stem cells but also much confusion and misinformation, with some companies already offering 'stem cell products' and bogus 'stem cell therapies'. In this Very Short Introduction, Jonathan Slack introduces stem cells; what they are, what scientists do with them, what stem cell therapies are available today, and how they might be used in future. Despite important advances, clinical applications of stem cells are still in their infancy. Most real stem cell therapy today is some form of bone marrow transplantation. Slack introduces stem cells by explaining the difference between embryonic stem cells, which exist only in laboratory cultures, and tissue-specific stem cells, which exist in our bodies. Embryonic stem cells can become any cell type in the body, so diseases that may in future be treated by functional cells derived from these sorts of stem cell include diabetes, Parkinson's disease, heart disease, and spinal trauma. He then goes on to discuss the properties of tissue-specific stem cells and the important technique of bone marrow transplantation. Slack concludes by analysing how medical innovation has occurred in this area in the past, and draws out some of the lessons for the development of new therapies in the future. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Stephen Eric Bronner Publisher: Oxford University Press ISBN: 0190692693 Category : Philosophy Languages : en Pages : 161
Book Description
Critical theory emerged in the 1920s from the work of the Frankfurt School, the circle of German-Jewish academics who sought to diagnose -- and, if at all possible, cure -- the ills of society, particularly fascism and capitalism. In this book, Stephen Eric Bronner provides sketches of leading representatives of the critical tradition (such as George Lukács and Ernst Bloch, Theodor Adorno and Walter Benjamin, Herbert Marcuse and Jurgen Habermas) as well as many of its seminal texts and empirical investigations. This Very Short Introduction sheds light on the cluster of concepts and themes that set critical theory apart from its more traditional philosophical competitors. Bronner explains and discusses concepts such as method and agency, alienation and reification, the culture industry and repressive tolerance, non-identity and utopia. He argues for the introduction of new categories and perspectives for illuminating the obstacles to progressive change and focusing upon hidden transformative possibilities. In this newly updated second edition, Bronner targets new academic interests, broadens his argument, and adapts it to a global society amid the resurgence of right-wing politics and neo-fascist movements.
Author: Mark Bevir Publisher: Oxford University Press ISBN: 0199606412 Category : Political Science Languages : en Pages : 147
Book Description
Generally referring to all forms of social coordination and patterns of rule, the term 'governance' is used in many different contexts. In this Very Short Introduction, Mark Bevir explores the main theories of governance and considers their impact on ideas of governance in the corporate, public, and global arenas.
Author: Lawrence J. Gitman Publisher: ISBN: Category : Business & Economics Languages : en Pages : 1455
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: John Sutherland Publisher: Oxford University Press, USA ISBN: 0199214891 Category : History Languages : en Pages : 145
Book Description
For the last century, the tastes and preferences of readers of fiction have been reflected in the American and British bestseller lists, and this Very Short Introduction takes an engaging look through the lists to reveal what we have been reading - and why.
Author: Kenneth Le Meunier-FitzHugh
Author: Kenneth Le Meunier-FitzHugh
Author: Kenneth Le Meunier-FitzHugh
Author: Winston Fletcher
Author: Robert Jones
Author: John Hendry
Author: Jonathan Slack
Author: Stephen Eric Bronner
Author: Mark Bevir
Author: Lawrence J. Gitman
Author: John Sutherland