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Author: Alison Williams
Publisher: Kogan Page Publishers
ISBN: 0749450258
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success.The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research.
Author: Alison Williams
Publisher: Kogan Page Publishers
ISBN: 0749450258
Category : Business & Economics
Languages : en
Pages : 272
Get Book Here
Book Description
If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success.The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research.
Author: Alison Williams
Publisher: Kogan Page Publishers
ISBN: 0749452900
Category : Business & Economics
Languages : en
Pages : 271
Get Book Here
Book Description
If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.
Author:
Publisher: Elsevier
ISBN: 0444637656
Category : Business & Economics
Languages : en
Pages : 634
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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: Harry Beckwith
Publisher: Business Plus
ISBN: 0759521522
Category : Business & Economics
Languages : en
Pages : 138
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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: Teresa Swartz
Publisher: SAGE
ISBN: 9780761916123
Category : Business & Economics
Languages : en
Pages : 538
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Book Description
This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'
Author: Curtis P. Haugtvedt
Publisher: Psychology Press
ISBN: 1136676201
Category : Psychology
Languages : en
Pages : 1784
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Book Description
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Author: Lynne Eagle
Publisher: SAGE
ISBN: 1529738571
Category : Business & Economics
Languages : en
Pages : 975
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Book Description
The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections
Author: David P. Diana
Publisher: John Wiley & Sons
ISBN: 0470609133
Category : Psychology
Languages : en
Pages : 260
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Book Description
Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners "This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places." —Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic "David's book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision." —Melinda Edwards, MD, Psychiatrist A hands-on guide to building a successful mental health practice There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice. Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on: Using customer-based selling to create a thriving practice Developing effective strategies for engaging clients, building credibility, and earning loyalty Identifying true prospects that will lead to long-term success Using power, influence, and persuasion to help grow your practice Creating an impression and being remembered Using Internet technology to start a conversation and build relevance A practical guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that "best in class" organizations and sales/marketing professionals use to generate an increase in market share, financial wealth, and overall achievement.
Author: Abhijit Vinayak Banerjee
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Author: Christian Homburg
Publisher: Springer
ISBN: 9783319574110
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.
