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Author: Rajagopal Publisher: Springer Nature ISBN: 3030339262 Category : Business & Economics Languages : en Pages : 312
Book Description
This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.
Author: Rajagopal Publisher: Springer Nature ISBN: 3030339262 Category : Business & Economics Languages : en Pages : 312
Book Description
This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.
Author: Bob Gilbreath Publisher: McGraw Hill Professional ISBN: 0071627588 Category : Business & Economics Languages : en Pages : 304
Book Description
THE NEW LAW OF MARKETING “The Next Evolution of Marketing is a true beacon for all brand builders. Many books claim that, Bob’s book delivers.” Jim Stengel, former Global Marketing Officer, Procter & Gamble “Some timeless truths restored for modern marketing—and many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen.” Sir Martin Sorrell, CEO, WPP “Persuasion has given way to sharing, and marketing will never be the same.” John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of The Brand Bubble ”Bob Gilbreath brilliantly shows why we’re no longer living in our fathers’ marketing era. Better yet, he details how marketing works best when it adds value to people’s lives, and he provides a playbook for success.” David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave “This book provides a framework and compelling examples for creating the next generation of cultureleading brands.” Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company ABOUT THE BOOK: Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers! The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them. Marketing strategist Bob Gilbreath’s hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. This groundbreaking methodology engages customers and wins their business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. In The Next Evolution of Marketing, Gilbreath unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including: Samsung’s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States Dove’s Campaign for Real Beauty and its viral video “Evolution,” which has been viewed more than 100 million times Burger King’s Xbox advergames, which helped boost the company’s profits by 40 percent in one year This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers’ needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives. You simply cannot afford to get left behind in advertising’s “golden age” of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution.
Author: Jagdish N. Sheth Publisher: John Wiley & Sons ISBN: 0471635278 Category : Business & Economics Languages : en Pages : 262
Book Description
This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work.
Author: Eon Ranger Publisher: First Class Consulting Corporation ISBN: Category : Art Languages : en Pages : 159
Book Description
The Marketing Evolution: Mastering Strategies for Consumer Synergy by Eon B. Ranger is a groundbreaking manual that redefines the realm of effective marketing. Ranger's comprehensive exploration of evolving marketing strategies is punctuated with real-world case studies and insightful FAQs, offering readers invaluable insights into the fusion of marketing practices with various facets of organizational operations. Each chapter intricately dissects the integration of marketing within a corporate framework, spotlighting crucial elements such as financial synchronization, operational streamlining, collaborative human resources, and the seamless implementation of marketing strategies aligned with overarching corporate objectives. The book underscores the critical significance of comprehending the interconnected nature of these functions and their collective influence on shaping impactful marketing initiatives and overall business expansion. From dispelling prevalent marketing misconceptions to unveiling the transformative potential of data-driven insights and cohesive communication, "The Marketing Evolution: Mastering Strategies for Consumer Synergy" is a game-changing playbook for marketers navigating the intricate modern business landscape. With an emphasis on fostering cross-functional collaboration and adopting a holistic approach to marketing, this book arms businesses with the necessary tools to cultivate enduring customer relationships, propel brand growth, and foster sustainable brand communities.
Author: Don Schultz Publisher: Routledge ISBN: 1317979605 Category : Business & Economics Languages : en Pages : 179
Book Description
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Author: Philip Kotler Publisher: John Wiley & Sons ISBN: 1119668549 Category : Business & Economics Languages : en Pages : 224
Book Description
Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.
Author: Gad Saad Publisher: Psychology Press ISBN: 1135608253 Category : Business & Economics Languages : en Pages : 361
Book Description
The Evolutionary Bases of Consumption by Gad Saad applies Darwinian principles in understanding our consumption patterns and the products of popular culture that most appeal to individuals. The first and only scholarly work to do so, this is a captivating study of the adaptive reasons behind our behaviors, cognitions, emotions, and perceptions. Thi
Author: Christian Sarkar Publisher: Penguin Random House India Private Limited ISBN: 9354920233 Category : Business & Economics Languages : en Pages : 210
Book Description
What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.
Author: Rajagopal
Author: Rajagopal
Author: Bob Gilbreath
Author: Robert Bartels
Author: Jagdish N. Sheth
Author: Eon Ranger
Author: Don Schultz
Author: Robert Bartels
Author: Philip Kotler
Author: Gad Saad
Author: Christian Sarkar