Marketing PDF Download

Author: Gary Armstrong
Publisher: Pearson Educación
ISBN: 9789702604006
Category : Business & Economics
Languages : en
Pages : 686

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Book Description
Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.

Author: Águeda . . . [et al. Esteban Talaya
Publisher: ESIC Editorial
ISBN: 8473568915
Category : Business & Economics
Languages : es
Pages : 211

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Book Description
El actual dinamismo de las acciones de Marketing que realizan las empresas y las amplias posibilidades que supone la utilización de internet, las redes sociales y los dispositivos móviles configuran cambios constantes en las preferencias y gustos de los consumidores. Con vocación de presentar de forma clara, práctica y actualizada este dinamismo junto con los conceptos relevantes de la estrategia comercial nace la obra Fundamentos de Marketing. Distinguir entre marketing estratégico y operativo, analizar la dirección de marketing en la empresa, estudiar el comportamiento del consumidor y de las organizaciones, analizar el entorno de marketing, conocer la demanda y la competencia, segmentar el mercado e incidir en la necesidad de las investigaciones comerciales son algunos de los principales temas que conforman Fundamentos de Marketing. Esta obra es fruto del trabajo de un conjunto de profesores universitarios con una dilatada experiencia que han sabido aunar en este libro las bases consensuadas del conocimiento del Marketing junto con el aprendizaje procedente de las mejores prácticas comerciales realizadas por las principales empresas nacionales e internacionales, todo ello adaptado a la realidad de la actuales condiciones de los mercados. Además, los lectores tendrán acceso web a un material complementario de los temas tratados en el libro no incluidos en el texto: vídeos, noticias, informes, gráficos y esquemas, enlaces de interés, entre otros.

Author: Michel Desbordes
Publisher: Routledge
ISBN: 1136380647
Category : Business & Economics
Languages : en
Pages : 546

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Book Description
Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also become a benchmarking standard for other sports to learn from worldwide. The practices and processes of such an established industry are important lessons for those sports which are yet to maximise on their potential earnings, and provide interesting lessons in sports marketing in general. Marketing and Football: an international approach is the first book to provide a comprehensive and entirely global approach to this subject. Written by an international team of contributors who are keen researchers in the field, it examines in two parts: the study of football marketing in Europe and the development of a marketing dedicated to football, with the question of the European example being used worldwide. A ground breaking text, it provides the reader with: * Contributions from the UK, Norway, France, Italy, Germany, Spain, Portugal, Ireland, Finland, Scotland, Brazil, Japan, USA, Canada, Argentina, Korea and Australia * Interviews with professional sports marketers representing some of the biggest clubs worldwide: Juventus Turin, FC Barcelona, Milan AC, Inter Milan, AS Rome, Olympique Lyonnais, Vicenza, SE Palmeiras, Atletico Mineiro, Atletico PR Marketing and Football: an international approach is a seminal text which will pave the way for future academics and practitioners to work, it is the first book to discuss and move towards a marketing dedicated to football.

Author: Cristina Calvo Porral, John L. Stanton
Publisher: ESIC
ISBN: 8417129456
Category : Business & Economics
Languages : en
Pages : 473

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Book Description
Mrketing reversed prior business logic 50 years ago and said «the customer is king», and the companies began to recognize that it was not just the product that was the most important aspect of their business. Companies recognized that consumers had a myriad of choices of product offerings and marketing was responsible to ensure that the company?s products had the benefits and attributes that customers wanted and were willing to pay for. Today, considering the technology development, which influences every function of the company, the focus of the successful marketing oriented companies has changed from «the customer is king» to «the customer is a dictator!!!». However, and despite the new trends in marketing, like any social science, marketing has basic principles, and these principles need to be considered when making any type of marketing decisions. So, the major step of a student of marketing, whether it is a young university student or an experienced business executive, is to understand the principles of marketing, and reading the present book will be the first step in accomplishing this task. This book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same. The present book presents these basic marketing principles and tries to capture the essence of practical and modern marketing today. Therefore, the purpose of Principles of Marketing is to introduce readers to the fascinating world of marketing today, in an easy, enjoyable and practical way, offering an attractive text from which to learn about and teach marketing.

Author: Silvia Sivera
Publisher: Editorial UOC
ISBN: 8491161414
Category : Business & Economics
Languages : en
Pages : 192

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Book Description
El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.

Author: Androniki Kavoura
Publisher: Springer
ISBN: 3030124533
Category : Business & Economics
Languages : en
Pages : 1284

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Book Description
This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.

Author: Medina-Quintero, Jose Melchor
Publisher: IGI Global
ISBN: 1668465930
Category : Business & Economics
Languages : en
Pages : 404

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Book Description
A level of decision making is concerned with deciding the organization’s objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization’s future and its environment as well as matching the organization’s characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.

Author: K Mondal
Publisher: Infinite Study
ISBN:
Category :
Languages : en
Pages : 129

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Book Description
“Neutrosophic Sets and Systems” has been created for publications on advanced studies in neutrosophy, neutrosophic set, neutrosophic logic, neutrosophic probability, neutrosophic statistics that started in 1995 and their applications in any field, such as the neutrosophic structures developed in algebra, geometry, topology, etc.

Author: Florentin Smarandache
Publisher: Infinite Study
ISBN: 1599735156
Category :
Languages : en
Pages : 130

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Book Description
Abstract: Contributors to current issue (listed in papers' order): K Mondal, S. Pramanik, F. Smarandache, M. A. Malik, A. Hassan, S. Broumi, S. K. De, I. Beg, A. N. H. Zaied, H. M. Naguib, N. Shah, A. A. Salama, M. Eisa, H. E. Ghawalby, A. E. Fawzy, M. Sarkar, S. Dey, T. K. Roy, S. Karatas, C. Kuru, P. J. M. Vera, C. F. M. Delgado, M. P. Gónzalez, M. L. Vázquez, Tuhin Bera, and Nirmal Kumar Mahapatra. Papers in current issue (listed in papers' order): Multi-attribute Decision Making based on Rough Neutrosophic Variational Coefficient Similarity Measure; Regular Single Valued Neutrosophic Hypergraphs; Triangular Dense Fuzzy Neutrosophic Sets; Applications of Fuzzy and Neutrosophic Logic in Solving Multi-criteria Decision Making Problems; Irregular Neutrosophic Graphs; Neutrosophic Features for Image Retrieval; Truss Design Optimization using Neutrosophic Optimization Technique; Marketing skills as determinants that underpin the competitiveness of the rice industry in Yaguachi canton. Application of SVN numbers to the prioritization of strategies; Classical Logic and Neutrosophic Logic. Answers to K. Georgiev; Regular Bipolar Single Valued Neutrosophic Hypergraphs; Neutrosophic Topology; Neutrosophic crisp Sets via Neutrosophic crisp Topological Spaces; Rough Neutrosophic TOPSIS for Multi-Attribute Group Decision Making; Introduction to Neutrosophic Soft Groups. Keywords: neutrosophy, neutrosophic set, neutrosophic logic, neutrosophic probability, neutrosophic statistics, neutrosophic measure, neutrosophic applications.

Author: Gloria Jiménez-Marín
Publisher: Routledge
ISBN: 1000369293
Category : Business & Economics
Languages : en
Pages : 87

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Book Description
Entrepreneurs who start out with no network, no money, no market and scarce resources find a big contrast between what they read in books and the success stories from the Valley and their reality, specially first-timers. Most entrepreneurial books focus on the Business Canvas Model, simplifying the process of building a start-up. Many entrepreneurs who have no previous business experience embrace quick and lean methods without the foundations needed to build solid value proposals. This book stands out because it deals with entrepreneurship in environments far removed from large cities with fewer infrastructures, connections and resources but which also need companies that provide services to citizens and society. This book focuses on the basics, treating each part of the business canvas as a discipline itself that must be mastered. The book illustrates key lessons learned and offers guidance on essential topics for new venture success in mainstream markets. It expands critical lessons learned and points of guidance across several key topics for new venture creation. Noteworthy is the role of context, financial understanding, building business development skills and start-up communications. Entrepreneurship for Rural Start-ups will be of interest to students, academics and researchers in the field of entrepreneurship, and will be of use to individuals looking to start a local business to take advantage of the rural environment and the possibilities it offers.