The Handbook of Contemporary Marketing PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download The Handbook of Contemporary Marketing PDF full book. Access full book title The Handbook of Contemporary Marketing by Mo Willan. Download full books in PDF and EPUB format.
Author: Mo Willan Publisher: Bloomsbury Business ISBN: 9781472963734 Category : Business & Economics Languages : en Pages : 384
Book Description
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Handbook of Contemporary Marketing covers a wide range of themes in contemporary marketing, including: · Consumer behaviour; · The latest marketing research; · Services marketing; · Brand management; · Global marketing; and · Ethics in marketing. Each chapter includes case studies to illustrate and contextualize the themes covered, from companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. "Contemporary marketing" is the term used to cover the move from more traditional marketing techniques to those that more reflect consumer needs. It refers to strategies that, when implemented, offer greater support for their client base, with a product range that varies depending on what the target market desires, rather than what the company wants them to have. The channels used to underpin these strategies are also radically different--for example, the increasing use of social media versus print advertising. The Handbook of Contemporary Marketing moves away from the theory-based content widely available and instead focuses on a more practical and comprehensive approach, which the author has developed through more than 13 years of teaching at degree level.
Author: Mo Willan Publisher: Bloomsbury Business ISBN: 9781472963734 Category : Business & Economics Languages : en Pages : 384
Book Description
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Handbook of Contemporary Marketing covers a wide range of themes in contemporary marketing, including: · Consumer behaviour; · The latest marketing research; · Services marketing; · Brand management; · Global marketing; and · Ethics in marketing. Each chapter includes case studies to illustrate and contextualize the themes covered, from companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. "Contemporary marketing" is the term used to cover the move from more traditional marketing techniques to those that more reflect consumer needs. It refers to strategies that, when implemented, offer greater support for their client base, with a product range that varies depending on what the target market desires, rather than what the company wants them to have. The channels used to underpin these strategies are also radically different--for example, the increasing use of social media versus print advertising. The Handbook of Contemporary Marketing moves away from the theory-based content widely available and instead focuses on a more practical and comprehensive approach, which the author has developed through more than 13 years of teaching at degree level.
Author: Pauline Maclaran Publisher: SAGE ISBN: 144620698X Category : Business & Economics Languages : en Pages : 546
Book Description
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.
Author: Victor P. Buell Publisher: New York : McGraw-Hill ISBN: Category : Marketing Languages : en Pages : 1306
Book Description
The broad scope and practical input from more than l00 recognized marketing authorities nationwide have made the Handbook of Modern Marketing an invaluable reference for all levels of marketing managers. This revised and updated edition covers recent developments in all areas of marketing, including globilization of major industries, innovations in the marketing of services, and technology's effect on marketing strategies. Explores consumer, industrial, services, and government markets.
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: William O. Bearden Publisher: SAGE ISBN: 9780761910008 Category : Business & Economics Languages : en Pages : 568
Book Description
A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.
Author: Publisher: Elsevier ISBN: 0444637656 Category : Business & Economics Languages : en Pages : 632
Book Description
Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing Designed for economists already convinced of the benefits of applying economics tools to marketing Written for those who wish to become quickly acquainted with the integration of marketing and economics
Author: Annmarie Hanlon Publisher: SAGE ISBN: 1529788439 Category : Business & Economics Languages : en Pages : 425
Book Description
Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media
Author: Teresa Swartz Publisher: SAGE Publications ISBN: 1412973643 Category : Business & Economics Languages : en Pages : 534
Book Description
The Handbook is organized in six major sections: The service setting, demand management, service excellence and profitability, service recovery, service relationships, and firm-wide service issues. A unique structural feature of the Handbook is the inclusion of both in-depth chapters as well as shorter, more focused `mini' chapters. This variation enables the book to provide broader coverage through the inclusion of more topics.
Author: Tapan Kumar Panda Publisher: ICFAI Books ISBN: 8131405508 Category : Marketing Languages : en Pages : 267
Book Description
This book presents marketing as an ever-evolving management discipline. Here, the reader traverses the path of evolution of marketing, marriage of marketing with IT and a projection of marketing into the future. It spans ancient marketing practices, high-
Author: Mo Willan
Author: Mo Willan
Author: Pauline Maclaran
Author: Chenglu Wang
Author: Victor P. Buell
Author: Harry Beckwith
Author: William O. Bearden
Author: 
Author: Annmarie Hanlon
Author: Teresa Swartz
Author: Tapan Kumar Panda