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Author: Rajagopal
Publisher: New Age International Limited Publishers
ISBN: 9788122419429
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Introduces fresh concepts and approaches in managing competition and strategies for leading ahead in business. This book includes discussions that are focused on contemporary business strategies and present synthesis on competitor analysis, marketing-mix strategies, brand management.
Author: Rajagopal
Publisher: New Age International Limited Publishers
ISBN: 9788122419429
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Introduces fresh concepts and approaches in managing competition and strategies for leading ahead in business. This book includes discussions that are focused on contemporary business strategies and present synthesis on competitor analysis, marketing-mix strategies, brand management.
Author: Susan Fournier
Publisher: Routledge
ISBN: 1136470972
Category : Business & Economics
Languages : en
Pages : 501
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Book Description
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Author: Michael J. Baker
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 0
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Book Description
Author: Michael J. Baker
Publisher:
ISBN: 9780333353998
Category : Business
Languages : en
Pages : 426
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Book Description
'For the student at undergraduate and postgraduate level, this book must become the standard reference to rival or replace Kotler, not least because it avoids any American bias and is a great deal less expensive.' International Journal of Advertising Selected for the Good Book Guide for Business.
Author: Katy Mason
Publisher: Routledge
ISBN: 1315300222
Category : Business & Economics
Languages : en
Pages : 250
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Book Description
Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing–theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and ‘performed’ in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 177
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Book Description
Author: Dr. Qaisar Abbas Fatimi
Publisher: Dr. Qaisar Abbas Fatimi
ISBN:
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Imagine a small coffee shop in a quaint neighborhood, which, through the power of effective marketing, transforms into a global phenomenon. Picture a startup with a revolutionary idea, using just the right blend of marketing strategies to become a household name. These stories, and countless others, form the tapestry of marketing's rich and varied history, a tapestry this book aims to explore and elucidate. At the heart of our journey is the quest to understand the essence of marketing. We begin in the past, delving into the foundational theories crafted by pioneers of the trade. These theories, like the story of David Ogilvy who revolutionized advertising with his focus on direct, customer-centric messaging, lay the groundwork for all that marketing has become today. As we move through the chapters, we encounter the practices that have shaped the present landscape of marketing. We tell tales of companies like Nike, which harnessed the power of brand storytelling to build an empire, and of small businesses that leveraged social media marketing to compete with industry giants. These stories illuminate the practical applications of marketing theories, demonstrating their power and versatility. In addressing ethical and sustainable marketing, we recount narratives of brands like Patagonia, which has woven environmental responsibility into its marketing fabric, inspiring a generation of conscious consumers and marketers alike. These tales underscore the growing importance of ethics in marketing, highlighting the shift towards more responsible business practices. The digital revolution in marketing brings its own set of stories. We delve into the world of AI and VR, recounting how these technologies are creating new frontiers in customer engagement, much like how Spotify uses data analytics to personalize user experiences, redefining the music industry's marketing strategies. Data-driven marketing strategies are no less dramatic. We explore how Netflix's data analytics have not just shaped marketing campaigns but also content creation, turning viewer preferences into blockbuster hits. Our global perspective includes tales of cross-cultural marketing successes and faux pas, learning from brands that have skillfully navigated the complex tapestry of global markets, and from those who stumbled, offering invaluable lessons in the importance of cultural sensitivity. As we peer into the future, we share predictions and possibilities, like the potential impact of blockchain technology on marketing transparency and customer trust. These forward-looking perspectives prepare our readers for the exciting, uncharted territories of marketing yet to come. In crafting "Marketing: Theory, Practice, and Perspectives," the goal was not just to create a book but to weave a story – a story that captures the imagination, imparts wisdom, and inspires action. It is a story that invites you, the reader, to be a part of this incredible world of marketing, to learn from its past, engage with its present, and shape its future.
Author: Harlan E. Spotts
Publisher: Springer
ISBN: 3319118455
Category : Business & Economics
Languages : en
Pages : 386
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Book Description
This volume includes the full proceedings from the 2004 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, entitled Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. It include papers aimed to create awareness of the issues, trends, and advances associated with current marketing theories and practices. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Pauline Maclaran
Publisher: SAGE
ISBN: 144620698X
Category : Business & Economics
Languages : en
Pages : 546
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Book Description
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.
Author: James Musgrave
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
Musgrave and Anniss begin their discussion by broadening the relationship focus from the traditionally defined, mechanistic roles between customer, employee, and organization to encompass the elements of structure, emotion, organization, and control - a shift that enables the reader to visualize both the dynamic nature of these interactions and their intangible aspects. The authors continue the process of strategic analysis by scoping, aligning, and profiling the relationship. These techniques allow the individual to define the interaction environment, bring together its perspectives, and isolate issues of contention or conflict.
