Author: Mark Bartholomew Publisher: Stanford University Press ISBN: 1503602184 Category : Law Languages : en Pages : 248
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.
Author: Harry Beckwith Publisher: Business Plus ISBN: 0759521522 Category : Business & Economics Languages : en Pages : 137
Book Description
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.
Author: Fred M.. Feinberg Publisher: Thomson South-Western ISBN: 9781133191025 Category : Marketing Languages : en Pages : 689
Book Description
Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.
Author: R S N Pillai Publisher: S. Chand Publishing ISBN: 8121932440 Category : Business & Economics Languages : en Pages : 545
Book Description
Written in simple and conversational language.Main points are given in Bold Letters or in Boxes. Themes are easily understandable, even to a lay-man.A good number of case studies are included and each chapter has been discussed in detail & discussed throughly.
Author: Philip Kotler Publisher: ISBN: Category : Languages : en Pages : 459
Book Description
Marketing Management for the 21st century and beyond "Nothing further beyond in Modern Marketing" ~ IL GIORNALE DELLE PMI ~ "The 21st century book about Business, Marketing & Management" ~ DAILY TIMES ~ Essentials of Modern Marketing is not only about marketing and selling a product or service. It is about finding and building a future using the new tools of modern marketing. This book can lead your company to discover new talents, capabilities, and opportunities. It deals with modern 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. It concentrates on the essential marketing know-how for both, practitioners and students worldwide. Most marketing textbooks deal exclusively with the operational aspect of marketing or the strategic part. This modern marketing book not only integrates all relevant aspects of 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. This is achieved by the structure of the book which follows the marketing planning and decision-making process inside the enterprise. Due to COVID-19 and other uncertainties, all industries and businesses are challenged. In addition, organizations and companies alike are have to deal with constant change and mega trends such as digitization and disruption which calls for continuous innovation and change and tough decisions on staffing, procurement, finance and marketing. You need to think ahead on how to find new markets, create new marketing strategies, innovate new products and build new partnerships. Against this background, another unique feature of this book is that it touches base on very specific business-related topics such as AI for Marketer, Disruptive Digital Marketing Strategies, Creating Value through Design in order to provide a more holistic and comprehensive perspective on marketing management while discussing local case studies.
Author: Tony Quin Publisher: Soda Press ISBN: 9780999858509 Category : Business & Economics Languages : en Pages : 220
Book Description
"The Marketer's Playbook" is an invaluable step-by-step guide for how to construct a modern marketing system. Tony Quin, the founder of the Society of Digital Agencies (SoDA) along with Kevin Smith, President of IQ Agency, have crafted a comprehensive guide for any company trying to win customers in today's digitally dominated marketplace.
Author: Neil M. Brown Publisher: ISBN: 9780984931903 Category : Business & Economics Languages : en Pages : 216
Book Description
This breakthrough book is a comprehensive guide that covers all aspects of marketing in the construction industry, from building products and equipment, to A/E/C services, and retail, along with detailed examples of construction marketing implementation.
Author: Rand Fishkin Publisher: Penguin ISBN: 0735213321 Category : Business & Economics Languages : en Pages : 322
Book Description
Rand Fishkin, the founder and former CEO of Moz, reveals how traditional Silicon Valley "wisdom" leads far too many startups astray, with the transparency and humor that his hundreds of thousands of blog readers have come to love. Everyone knows how a startup story is supposed to go: A young, brilliant entrepreneur has a cool idea, drops out of college, defies the doubters, overcomes all odds, makes billions, and becomes the envy of the technology world. This is not that story. It's not that things went badly for Rand Fishkin; they just weren't quite so Zuckerberg-esque. His company, Moz, maker of marketing software, is now a $45 million/year business, and he's one of the world's leading experts on SEO. But his business and reputation took fifteen years to grow, and his startup began not in a Harvard dorm room but as a mother-and-son family business that fell deeply into debt. Now Fishkin pulls back the curtain on tech startup mythology, exposing the ups and downs of startup life that most CEOs would rather keep secret. For instance: A minimally viable product can be destructive if you launch at the wrong moment. Growth hacking may be the buzzword du jour, but initiatives can fizzle quickly. Revenue and growth won't protect you from layoffs. And venture capital always comes with strings attached. Fishkin's hard-won lessons are applicable to any kind of business environment. Up or down the chain of command, at both early stage startups and mature companies, whether your trajectory is riding high or down in the dumps: this book can help solve your problems, and make you feel less alone for having them.
Author: David H. Maister Publisher: Simon and Schuster ISBN: 1471109658 Category : Business & Economics Languages : en Pages : 536
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 Jefkins Publisher: Springer Science & Business Media ISBN: 9401168687 Category : Business & Economics Languages : en Pages : 241
Book Description
Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.
Author: Mark Bartholomew
Author: Harry Beckwith
Author: Fred M.. Feinberg
Author: R S N Pillai
Author: Philip Kotler
Author: Tony Quin
Author: Neil M. Brown
Author: Rand Fishkin
Author: David H. Maister
Author: Frank Jefkins