Author: HARRY L. HANSENPublisher:
ISBN:
Category :
Languages : en
Pages : 818
Book Description
MARKETING Text, case, and Readings
Author: HARRY L. HANSENServices Marketing: Text and Cases, 2/e
Author: Harsh V. VermaPublisher: Pearson Education India
ISBN: 9788131754474
Category : Services industries
Languages : en
Pages : 680
Book Description
Marketing Information Guide
Author: Marketing Research
Author: Harper W. BoydPublisher: McGraw-Hill/Irwin
ISBN: 9780256068139
Category : Business & Economics
Languages : en
Pages : 816
Book Description
Digital Marketing Strategy
Author: Glen L. UrbanPublisher: Prentice Hall
ISBN: 9780131831773
Category : Consumer behavior
Languages : en
Pages : 0
Book Description
Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.
Marketing In India, Cases And Readings -
Author: S.NeelameghamPublisher: Vikas Publishing House
ISBN: 9325956764
Category :
Languages : en
Pages :
Book Description
This book provides a comprehensive overview of the current marketing environment in India. It examines the changing dynamics of marketing management against the backdrop of globalization and liberalization, analysing how both marketers and consumers are adapting to radical changes. Insightful perspectives on key issues including market segmentation, brand strategy, product planning, advertising, pricing and distribution strategies as well as challenges of rural marketing are given. This Fourth Edition boasts of incisive coverage of all contemporary concepts and formats of marketing, including retailing, Internet marketing and telemarketing. It is further enriched by varied case studies that are drawn from the Indian experience and will go a long way to inculcate skills of analysis, logical thinking and decision making in students. Valuable not only to students and teachers of marketing management, the book is a must-have for practising managers who want to stay abreast with the latest developments in their field.
Market Entry Strategies
Author: Christoph LymberskyPublisher: Christoph Lymbersky
ISBN: 3981216202
Category : Business & Economics
Languages : en
Pages : 35
Book Description
Adcreep
Author: Mark BartholomewPublisher: Stanford University Press
ISBN: 1503602184
Category : Law
Languages : en
Pages : 291
Book Description
Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition technology, all enlisted to study and stimulate consumer desire. This marriage of advertising and technology has consequences. Businesses wield rich and portable records of consumer preference, delivering advertising tailored to your own idiosyncratic thought processes. They mask their role by using social media to mobilize others, from celebrities to your own relatives, to convey their messages. Guerrilla marketers turn every space into a potential site for a commercial come-on or clandestine market research. Advertisers now know you on a deeper, more intimate level, dramatically tilting the historical balance of power between advertiser and audience. In this world of ubiquitous commercial appeals, consumers and policymakers are numbed to advertising's growing presence. Drawing on a variety of sources, including psychological experiments, marketing texts, communications theory, and historical examples, Bartholomew reveals the consequences of life in a world of non-stop selling. Adcreep mounts a damning critique of the modern American legal system's failure to stem the flow of invasive advertising into our homes, parks, schools, and digital lives.
Distribution Data Guide
Author: Transnational Management
Author: Christopher A. BartlettPublisher: Cambridge University Press
ISBN: 1108422438
Category : Business & Economics
Languages : en
Pages : 575
Book Description
Transnational Management offers a uniquely global focus on strategic development, organizational capabilities and management challenges.