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Author: John O'Shaughnessy
Publisher: Allen & Unwin Australia
ISBN: 9780046582432
Category : Marketing
Languages : en
Pages : 372
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Book Description
Author: John O'Shaughnessy
Publisher: Allen & Unwin Australia
ISBN: 9780046582432
Category : Marketing
Languages : en
Pages : 372
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Book Description
Author: Geoffrey G. Jones
Publisher: Routledge
ISBN: 1317643828
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Author: Colin Gilligan
Publisher: Routledge
ISBN: 1135133867
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
Author: John A. Dawson
Publisher: Routledge
ISBN: 1317647300
Category : Business & Economics
Languages : en
Pages : 380
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Book Description
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and processes in marketing, and the development conflicts occur in the marketing system, and how evolution and change in marketing systems is realised through the resolution of these conflicts. The major sectors and institutions in the marketing system are described and a detailed study is made of the ways they change and interact.
Author: J. George Frederick
Publisher: Routledge
ISBN: 1000082954
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
Author: Arnold K. Weinstein
Publisher: Routledge
ISBN: 1317638042
Category : Business & Economics
Languages : en
Pages : 219
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Book Description
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.
Author: Gordon Foxall
Publisher: Routledge
ISBN: 1317647009
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing ‘mix’, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each ‘weapon’ in the marketing ‘armoury’ and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described. This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
Author: Srinivas K. Reddy
Publisher: Routledge
ISBN: 1136245723
Category : Business & Economics
Languages : en
Pages : 345
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Book Description
Retailer’s buying power has significantly increased in recent years as a result of a process of market concentration. As vertical relationships in marketing channels have strengthened their influence over the shape of the industry, the producer-distributor relationship has become more central to an understanding of both marketing practice and the conduct and performance of consumer goods industries. This comprehensive and detailed book covers the theory and practice of national and international retail and marketing channels. It provides a structural overview of the producer-distributor relationship as well as analyses of specific aspects of channel control and management. Finally, the book assesses the implications of new developments in the evolution of marketing channels. First published 1989.
Author: Nigel Piercy
Publisher:
ISBN: 9781315764344
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company's exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.
Author: Peter W Turnbull
Publisher: Routledge
ISBN: 1135124272
Category : Business & Economics
Languages : en
Pages : 305
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Book Description
This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive original research by the International Marketing and Purchase Group. The book reports on that research, in particular pointing out the differences in approach by different national groups in Europe.
