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Author: Stephen L. Vargo
Publisher: Emerald Group Publishing
ISBN: 1780529139
Category : Business & Economics
Languages : en
Pages : 269
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Book Description
This special issue of the Review of Marketing Research is devoted to a better understanding of the role of value in markets and marketing.
Author: Stephen L. Vargo
Publisher: Emerald Group Publishing
ISBN: 1780529139
Category : Business & Economics
Languages : en
Pages : 269
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Book Description
This special issue of the Review of Marketing Research is devoted to a better understanding of the role of value in markets and marketing.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Lawrence J. Gitman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 1455
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Book Description
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Author: Robert F. Lusch
Publisher: Routledge
ISBN: 1317454634
Category : Business & Economics
Languages : en
Pages : 676
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Book Description
Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.
Author: Lucas Simons
Publisher: Routledge
ISBN: 0429628579
Category : Business & Economics
Languages : en
Pages : 415
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Book Description
We are at the beginning of the sustainability era. The biggest challenge of our generation is to reach the Sustainable Development Goals. For this we must be willing to understand and change the root causes that create these challenges in the first place. The system itself needs to change. But how to do that? This ground-breaking book Changing the Game reveals the missing insights and strategies to actually achieve system change. The authors Lucas Simons and André Nijhof bring decades of real life and academic experience, and state that most of the sustainability challenges are actually caused by the same system failures, every time. Therefore, the way to accelerate and manage system change is also similar every time – if you know where to look and how to act. The theory of sustainable market transformation and system change is described in a compelling and easy to understand eight-step approach applied to eight different sectors. The authors, together with respected sector experts, describe the drivers, triggers and dominant thinking in each of these sectors as well as the strategies needed to move towards higher levels of sustainability. This book is highly accessible and engaging, and is perfect for use by professionals, leaders and students for understanding how to move markets to a more sustainable future.
Author: Iman Bayatra
Publisher: Packt Publishing Ltd
ISBN: 183763243X
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
Harness expert insights from Google, Meta, and TikTok to ace product launch, delight your customers, and accelerate growth with inbound strategies and outbound tactics Key Features Sharpen your product marketing skills to make an impact within your organization Unlock deeper insights through real-world examples to shape product development and drive exponential growth Discover product marketing strategies, templates, and frameworks in this one-stop guide Purchase of the print or Kindle book includes a free PDF eBook Book DescriptionIn the ever-evolving product landscape, the significance of building the right product and bringing it effectively to the right market cannot be overstated. With this book, you’ll learn how to bridge the gap between your product and the market to meet customer needs effectively. Equipped with a comprehensive understanding of product marketing and its key functions—inbound and outbound strategies—you’ll discover how these strategies interweave throughout the product launch process and how to effectively leverage them to bring a product to market. This product marketing book will help you master the inbound strategies, influencing product development by conducting market and customer research, analyzing the competitive landscape, identifying customer segments, and building buyer personas to identify gaps and drive product innovation. Next, you’ll get to grips with outbound strategies, the driving force behind product adoption and sustained exponential growth. You’ll create and test messaging and positioning, build the go-to-market (GTM) plan, enable your sales team to maximize effectiveness, and ensure a product-market fit throughout the different stages of the buyer journey with impactful collaboration internally and externally for creating value. By the end of this book, you’ll have transformed into a product marketing expert enhancing product innovation, driving product adoption, and accelerating growth.What you will learn Understand the power of product marketing as you explore inbound and outbound strategies Leverage customer data to uncover insights and fuel innovation Develop impactful messaging to capture your audience’s attention Discover key strategies in customer segmentation and how to build buyer personas Examine each stage of the GTM plan and identify winning strategies Apply the right tactics at each stage of the customer journey to drive product adoption Ensure internal and external stakeholders buy-in to create value Who this book is forIf you’re a product marketer, product marketing leader, or marketing manager looking to get to grips with product marketing and identify blind spots in your product marketing strategies, primarily in B2B tech, this book is for you. Product managers seeking to develop their product marketing skillset will find this book especially useful. However, basic knowledge of product marketing is all you need to get the most out of this book.
Author: Stephen L. Vargo
Publisher: SAGE
ISBN: 152645548X
Category : Business & Economics
Languages : en
Pages : 801
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Book Description
The SAGE Handbook of Service-Dominant Logic, edited by Robert Lusch and Stephen Vargo, is an authoritative guide to scholars across disciplines who are conducting or wish to conduct research on S-D logic.
Author: Maria Mavri
Publisher: Springer Nature
ISBN: 3031584376
Category :
Languages : en
Pages : 480
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Book Description
Author: Pauline Maclaran
Publisher: Routledge
ISBN: 1136412913
Category : Business & Economics
Languages : en
Pages : 269
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Book Description
Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities. In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides: · The latest knowledge based on a series of major seminars in the field · The insights of a leading team of international contributors with an interdisciplinary perspective . A clear map of the domain of critical marketing · A rigorous analysis of the implications for future thinking and research. For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.
Author: University of Arizona. Agricultural Experiment Station
Publisher:
ISBN:
Category : Agriculture
Languages : en
Pages : 1274
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Book Description
