Author: Norman Hart
Publisher: Routledge
ISBN: 1136008330
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
The CIM Marketing Dictionary the 5th edition of the best-selling Dictionary of Marketing now contains over 3,000 terms. This greatly expanded dictionary spans the complete range of present-day marketing and associated terminology. Marketers will also find over 400 new entries covering the latest jargon they need to know in IT. In compiling this selection, the editor has drawn on his own extensive experience and sought the views of all the leading trade and professional associations. The CIM Marketing Dictionary will prove invaluable to all marketing professionals including marketing managers and directors, sales, marketing communications managers, specialists involved in purchasing, export and many other fields. Students of this subject will also find this book an essential reference point.
Author: Norman A. Hart
Publisher: Routledge
ISBN: 0750623462
Category : Marketing
Languages : en
Pages : 329
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Book Description
The CIM Marketing Dictionary the 5th edition of the best-selling Dictionary of Marketing now contains over 3,000 terms. This greatly expanded dictionary spans the complete range of present-day marketing and associated terminology. Marketers will also find over 400 new entries covering the latest jargon they need to know in IT. In compiling this selection, the editor has drawn on his own extensive experience and sought the views of all the leading trade and professional associations. The CIM Marketing Dictionary will prove invaluable to all marketing professionals including marketing managers and directors, sales, marketing communications managers, specialists involved in purchasing, export and many other fields. Students of this subject will also find this book an essential reference point.
Author: Norman A. Hart
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 206
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Book Description
The CIM Marketing Dictionary the 5th edition of the best-selling Dictionary of Marketing now contains over 3,000 terms. This greatly expanded dictionary spans the complete range of present-day marketing and associated terminology. Marketers will also find over 400 new entries covering the latest jargon they need to know in IT. In compiling this selection, the editor has drawn on his own extensive experience and sought the views of all the leading trade and professional associations. The CIM Marketing Dictionary will prove invaluable to all marketin.
Author: Helen Peck
Publisher: Routledge
ISBN: 1136369031
Category : Business & Economics
Languages : en
Pages : 525
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Book Description
Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.
Author: Tony Yeshin
Publisher: Routledge
ISBN: 1136395067
Category : Business & Economics
Languages : en
Pages : 372
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Book Description
Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.
Author: Peter Doyle
Publisher: Routledge
ISBN: 1136015221
Category : Business & Economics
Languages : en
Pages : 237
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Book Description
Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective. Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.
Author: Michael Roe
Publisher: Routledge
ISBN: 1136007458
Category : Business & Economics
Languages : en
Pages : 167
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Book Description
Marketing Professional Services is a uniquely focused, incisive and practical introduction to new business planning, marketing and selling skills for those in the professional services sector. It is for professionals who have to sell to professionals. Professionals of all types, from accountants and consultants to surveyors and solicitors who have trained in a specific technical skill will understand the power of good clear marketing practice reading this book. If you have to sell yourself and your service to clients this book shows you: * The importance of winning new business in an increasingly competitive, deregulated market * How to plan for winning new business including a full script for cold calls * The techniques, skills and resources required in order to achieve your goals focusing on the three P's of Preparation, Prospection and Persistence Individual chapters provide you with a basic grounding in separate sales and marketing issues - from prospecting and cold canvassing to direct marketing and public relations. The book includes sample interactive conversations and provides a constant source of reference for the professional sales person. It is based on long experience of training in this sector and is a short, practical and appropriate introduction to the key concepts.
Author: Malcolm McDonald
Publisher: Butterworth-Heinemann
ISBN: 0080569560
Category : Business & Economics
Languages : en
Pages : 596
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Book Description
At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan.In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks. An international marketing bestseller New two colour internal design with new page layout and features providing maximum clarityFocuses on key recent developments in marketing techniques and provides a range of practical marketing tools
Author: Pauline Bickerton
Publisher: Taylor & Francis
ISBN: 1136412212
Category : Business & Economics
Languages : en
Pages : 373
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Book Description
'Cybermarketing' is a no-nonsense structured guide to using the Internet for marketing and is essential reading for all marketers and managers who need to know how to use the Internet to promote and sell their product. This new edition both follows on the success of and adds significantly to the first edition by: * Increasing the up to date case material * Having a live Internet site to support the book * Adding a collection of key URLs for market research purposes * Adding a new section on marketing information systems * More coverage on electronic direct and 1 to 1 marketing * Covering intranets for Marcomms in more depth * Building on 'Justifying the Business Case' * Updated and expanded information on pricing and branding. This new edition, confirms 'Cybermarketing' as both the most comprehensive and accessible guide to the net for marketing professionals at all levels.
Author: Nigel F. Piercy
Publisher: Routledge
ISBN: 1136010254
Category : Business & Economics
Languages : en
Pages : 365
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Book Description
'Tales from the Marketplace: Stories of Revolution, Reinvention and Renewal' is a highly innovative approach to building an understanding of the realities of market-led strategic change in companies. It provides an engaging, honest, and effective understanding of real market strategy in major organizations by focussing on the forces behind value-driven strategy. Nigel Piercy provides new and incisive insights into strategy and marketing through business "stories" that are contemporary and provocative. These new "stories" depict how major organizations have experienced revolution in their traditional markets - created by new types of competitors with new business models. The search for superior value is overtaking traditional brand and relationship strategies. The challenge to companies is reinvention and renewal and the alternative is obsolescence and decline. After all, did the major banks really expect to be competing with supermarkets, car companies, Virgin and internet-based companies to provide retail bank services? The book is based on the author's view that: · Business is exciting, turbulent and unpredictable - the "stories" we read and study should be too! · From Dell Computers and easyJet to Amazon.com and Skoda Cars, it is the most innovative companies that have most to teach us about reinvention and new business models · The inflexible analytical frameworks of the past no longer apply - "stories" of reinvention and renewal show the creative strategies developed by companies to cope with threats and exploit opportunities around them. 'Tales from the Marketplace' is essential, timely and designed to be highly readable for managers. It also provides an innovative approach for undergraduate and MBA level teachers and students, and for participants on executive programmes in marketing and strategic management.
