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Author: Stephan Dahl Publisher: SAGE ISBN: 1473910684 Category : Business & Economics Languages : en Pages : 289
Book Description
Social media has quickly become part of the fabric of our daily lives, and as we have flocked to it, so have most companies and organisations from every sector and industry. It is now the place to attract and sustain our attention. But how is it a new marketing activity and how is it similar to previous practice and customer behaviour? Does it require new modes of thinking about human networks and communications or do the existing conceptual models still apply? This book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, and applies them to fun real-life examples and case studies from a range of industries, companies and countries. These include Unilever, Snickers, American Express, Volkswagen and Amnesty International, and span campaigns run across different platforms in countries such as China, Canada, Sweden and Singapore. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. Discussion questions and further reading are provided throughout, and the book is accompanied by a companion website.
Author: Stephan Dahl Publisher: SAGE ISBN: 1473910684 Category : Business & Economics Languages : en Pages : 289
Book Description
Social media has quickly become part of the fabric of our daily lives, and as we have flocked to it, so have most companies and organisations from every sector and industry. It is now the place to attract and sustain our attention. But how is it a new marketing activity and how is it similar to previous practice and customer behaviour? Does it require new modes of thinking about human networks and communications or do the existing conceptual models still apply? This book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, and applies them to fun real-life examples and case studies from a range of industries, companies and countries. These include Unilever, Snickers, American Express, Volkswagen and Amnesty International, and span campaigns run across different platforms in countries such as China, Canada, Sweden and Singapore. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. Discussion questions and further reading are provided throughout, and the book is accompanied by a companion website.
Author: Shelby D. Hunt Publisher: Routledge ISBN: 1317465148 Category : Business & Economics Languages : en Pages : 512
Book Description
One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.
Author: Pauline Maclaran Publisher: SAGE Publications Limited ISBN: 9781847870001 Category : Business & Economics Languages : en Pages : 0
Book Description
Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.
Author: Stephen Dann Publisher: Bloomsbury Publishing ISBN: 023036473X Category : Business & Economics Languages : en Pages : 488
Book Description
Combining academic rigour and practical application, E-Marketing brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.
Author: Linda Brennan Publisher: Edward Elgar Publishing ISBN: 1782548157 Category : Business & Economics Languages : en Pages : 449
Book Description
This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most valid
Author: Walter B. Wentz Publisher: ISBN: Category : Business & Economics Languages : en Pages : 712
Book Description
Marketing and the firm; Marketing decision values; Marketing resources management; Consumer behavior; Price decisions; Product decisions; Distribution decision; promotion decisions; marketing research; Law and marketing.
Author: Adele J. Huber Publisher: Springer Science & Business Media ISBN: 3834965952 Category : Business & Economics Languages : en Pages : 147
Book Description
the strategies' performance outcomes. Drawing on organizational learning theory, she identifies the organizational abilities and processes that constitute a firm's Strategy Implementation Capability construct and shows empirically that the concept is very valuable in explaining how innovative strategies translate into a firm's performance.
Author: Stephan Dahl
Author: Stephan Dahl
Author: William L. Cron
Author: Shelby D. Hunt
Author: Pauline Maclaran
Author: Stephen Dann
Author: Linda Brennan
Author: American Marketing Association. Winter Educator's Conference
Author: Walter B. Wentz
Author: Prof Pierre Joubert
Author: Adele J. Huber