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Author: Gary M. Armstrong Publisher: ISBN: 9781488620102 Category : Customer relations Languages : en Pages :
Book Description
An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.
Author: Gary M. Armstrong Publisher: ISBN: 9781488620102 Category : Customer relations Languages : en Pages :
Book Description
An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.
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: Svend Hollensen Publisher: Opresnik Management Guides ISBN: 9781720275244 Category : Business & Economics Languages : en Pages : 276
Book Description
'Marketing: Principles and Practice' is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses. The aim of this book is to deal with marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. In addition, the book not only integrates all relevant aspects of both strategic and operational marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. Consequently, this textbook concentrates on the essential marketing know-how for both, practitioners and students. '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, President Corporate Strategy & Business Development, Drägerwerk AG & Co. KGaA 'Marketing: Principles and Practice is an exciting textbook that provides a concise introduction to the theory and practice of Marketing in the 21st century organized around an innovative customer relationship perspective. Perfectly suited to students of one semester marketing courses, this invaluable source of knowledge presents a solid grounding in the fundamentals of contemporary marketing, in a clear, lively, practical and straightforward 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.
Author: Philip Kotler Publisher: Simon and Schuster ISBN: 1471109569 Category : Business & Economics Languages : en Pages : 253
Book Description
Since 1969, Philip Kotler's marketing text books have been read as the marketing gospel, as he has provided incisive and valuable advice on how to create, win and dominate markets. In KOTLER ON MARKETING, he has combined the expertise of his bestselling textbooks and world renowned seminars into this practical all-in-one book, covering everything there is to know about marketing. In a clear, straightforward style, Kotler covers every area of marketing from assessing what customers want and need in order to build brand equity, to creating loyal long-term customers. For business executives everywhere, KOTLER ON MARKETING will become the outstanding work in the field. The secret of Kotler's success is in the readability, clarity, logic and precision of his prose, which derives from his vigorous scientific training in economics, mathematics and the behavioural sciences. Each point and chapter is plotted sequentially to build, block by block, on the strategic foundation and tactical superstructure of the book.
Author: Jay Kandampully Publisher: Taylor & Francis ISBN: 1040025781 Category : Business & Economics Languages : en Pages : 188
Book Description
This book explores the service economy and challenges that all organizations face as goods and services make way for a world where customers (B2C) and businesses (B2B) seek seamless, thoughtful, and exceptional experiences. This book introduces readers to a range of interrelated topics and the application of service management and marketing theories which are fundamentally critical to the success of all enterprises seeking competitive advantage through enhanced customer experience. This book analyses management and marketing challenges in the service and experience economy and provides insights into how marketers and managers can strike a balance between supply, demand, price, and quality and leverage technology for operational efficiency and to better manage customer service and expectations. Through the coverage of critical foundational topics, from how value is created; the evolution of global economies from goods, services to experiences; foundations of customer-centric management; managing service workers; integrating human touch with high-tech service; and many others, the authors provide a holistic understanding of management in a complex, globally interconnected world. This book will be useful for students, researchers, and instructors of business management, marketing, commerce, and economics. It will also be of interest to professionals working in healthcare, retail, financial services, government hospitality, leisure, tourism, and other services.
Author: Robert W. Palmatier Publisher: Bloomsbury Publishing ISBN: 1350305286 Category : Business & Economics Languages : en Pages : 414
Book Description
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design
Author: Svend Hollensen Publisher: Independently Published ISBN: Category : Languages : en Pages : 170
Book Description
International Marketing: Principles and Practice. A management-oriented approach This innovative book provides a comprehensive introduction to international marketing and strategic marketing management. The book offers a clear and easy-to-understand overview of the latest developments in international 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 international strategic and operative marketing, but also structures them using the international 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 sets a new benchmark for achievement in international marketing and strategic marketing management guides. 'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of global marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for international 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 international marketing in the 21st century. It is systematically structured according to the international marketing management process and written in a clear, lively and practical style. Highly recommended to international marketing students, educators and global marketing managers everywhere.' Prof. Dr. Christian Scheiner, Director of the Institute for Entrepreneurship and Business Development, University of Lübeck 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.
Author: Colleen Crum Publisher: J. Ross Publishing ISBN: 1932159010 Category : Business & Economics Languages : en Pages : 257
Book Description
Effective demand management is becoming critical to acompany's profitability. Demand Management BestPractices: Process, Principles, and Collaborationprovides best practice solutions that will improveoverall business performance for supply chain partnersand all functions within a company impacted by the demandmanagement process. The ......
Author: Gary M. Armstrong
Author: Gary M. Armstrong
Author: John F. Tanner, Jr.
Author: Ben M. Enis
Author: Lawrence J. Gitman
Author: Svend Hollensen
Author: Philip Kotler
Author: Jay Kandampully
Author: Robert W. Palmatier
Author: Svend Hollensen
Author: Colleen Crum