Author: B. Narayan
Publisher:
ISBN: 9788172730147
Category : Marketing
Languages : en
Pages : 320

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Book Description

Author: Victor P. Buell
Publisher: New York : McGraw-Hill
ISBN:
Category : Marketing
Languages : en
Pages : 1306

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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: Edward W. Cundiff
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 504

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Book Description

Author: Mo Willan
Publisher: Bloomsbury Business
ISBN: 9781472963734
Category : Business & Economics
Languages : en
Pages : 384

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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: Fred M.. Feinberg
Publisher: Thomson South-Western
ISBN: 9781133191025
Category : Marketing
Languages : en
Pages : 689

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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: Sidney J. Levy
Publisher:
ISBN: 9780850133141
Category : Business & Economics
Languages : en
Pages : 1462

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Book Description
Regardless of your marketing management experience level, Dartnell's completely revised Marketing Manager's Handbook will guide you to create and executive winning marketing strategies. -- Contribution from 150 marketing experts on virtually every aspect of marketing. This handbook is the most comprehensive and practical guide available today about marketing management and how it's used. -- Organized into nine sections, this handbook is a comprehensive reference tool that offers a wonderful range of information and assistance to anyone who would better use contemporary marketing techniques to build their their business or their organization into all that it can possibly be. Whether you're looking for ways to organize your marketing staff, reward your employees, or determine sales rep's performance and job attitudes -- you will have at hand some of the best advice and ideas from experts in marketing management. If you're trying to: reach customers by market segmentation, determine customer wants and needs, develop an effective customer service strategy, go green, achieve brand dominance through customer learning, or determine strategic pricing -- you will learn to get the most out of each.

Author: Tony Quin
Publisher: Soda Press
ISBN: 9780999858509
Category : Business & Economics
Languages : en
Pages : 220

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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: Satinder Ahuja
Publisher: Academic Press
ISBN: 0123759811
Category : Medical
Languages : en
Pages : 604

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Book Description
Handbook of Modern Pharmaceutical Analysis, Second Edition, synthesizes the complex research and recent changes in the field, while covering the techniques and technology required for today's laboratories. The work integrates strategy, case studies, methodologies, and implications of new regulatory structures, providing complete coverage of quality assurance from the point of discovery to the point of use. - Treats pharmaceutical analysis (PA) as an integral partner to the drug development process rather than as a service to it - Covers method development, validation, selection, testing, modeling, and simulation studies combined with advanced exploration of assays, impurity testing, biomolecules, and chiral separations - Features detailed coverage of QA, ethics, and regulatory guidance (quality by design, good manufacturing practice), as well as high-tech methodologies and technologies from "lab-on-a-chip" to LC-MS, LC-NMR, and LC-NMR-MS

Author: D. Thakur N. Singh
Publisher: Deep and Deep Publications
ISBN: 9788176294225
Category : Business & Economics
Languages : en
Pages : 276

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Book Description
A useful guidebook for marketing managers/executives and students providing information on important principles and techniques of modern marketing such as Marketing Definitions, Marketing Management Process, Consumer Behavirour, Marketing Strategy, etc. Success in the fiercely competitive modern business world requires knowledge about customers' needs and wants and satisfying the customers with competitively superior offers. Marketing is that function in a business which defines customer targets and determines the best way to satisfy their needs and wants through superior offers and that too profitably. Marketing management means planning the conception, pricing, *, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives. Several sub-functions of the marketing management function are found-marketing research, product design, branding, packaging, labeling, advertising, physical distribution management [PDM], selling, pricing, etc. The emphasis in the future will be less on products and more on services, with education, transportation, governmental services and communication taking a greater proportionate share of marketing time and effort. In great measure than ever before technical competence in marketing will be needed, together with a positive attitude of mind and determination. This book now in second revised edition is aimed at describing the different facets of marketing principles and techniques and the managerial aspects of the marketing philosophy in an analytical and comprehensive fashion. This book is a basic text for all students of management and commerce and a ready reference guide for all marketing executives and would be managers. A useful guidebook for marketing managers/executives and students providing information on important principles and techniques of modern marketing such as Marketing Definitions, Marketing Management Process, Consumer Behavirour, Marketing Strategy, etc. Success in the fiercely competitive modern business world requires knowledge about customers' needs and wants and satisfying the customers with competitively superior offers. Marketing is that function in a business which defines customer targets and determines the best way to satisfy their needs and wants through superior offers and that too profitably. Marketing management means planning the conception, pricing, *, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives. Several sub-functions of the marketing management function are found-marketing research, product design, branding, packaging, labeling, advertising, physical distribution management [PDM], selling, pricing, etc. The emphasis in the future will be less on products and more on services, with education, transportation, governmental services and communication taking a greater proportionate share of marketing time and effort. In great measure than ever before technical competence in marketing will be needed, together with a positive attitude of mind and determination. This book now in second revised edition is aimed at describing the different facets of marketing principles and techniques and the managerial aspects of the marketing philosophy in an analytical and comprehensive fashion. This book is a basic text for all students of management and commerce and a ready reference guide for all marketing executives and would be managers.

Author: Nikolaos Dimitriadis
Publisher: Kogan Page Publishers
ISBN: 0749480386
Category : Business & Economics
Languages : en
Pages : 321

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Book Description
Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap that many of today's marketers face? Advanced Marketing Management prepares students for this new world of marketing. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently needed if marketers are to regain trust within their organizations. Using contemporary examples, business case studies and supporting pedagogy, Advanced Marketing Management will provide a critical exploration into the more advanced aspects of marketing management, including the gap that exists between formal marketing literature and real-world practice, discussion of multidisciplinary tools, and the crucial evolution of the '4Ps'. Summarizing a large body of literature and academic research on new developments, this book is the go-to guide for students, lecturers and practitioners, wanting to succeed as modern marketers. Online resources include lecture slides and further questions for group discussion.