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Author: McCarthy
Publisher: Irwin Professional Publishing
ISBN: 9780256100327
Category :
Languages : en
Pages :
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Book Description
Author: McCarthy
Publisher: Irwin Professional Publishing
ISBN: 9780256100327
Category :
Languages : en
Pages :
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Book Description
Author: E. Jerome McCarthy
Publisher: Richard d Irwin
ISBN: 9780256242058
Category :
Languages : en
Pages :
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Author: Edmund Jerome McCarthy
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Author: William D. Perreault
Publisher:
ISBN: 9780072557985
Category : Business
Languages : en
Pages : 214
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Book Description
Author: Edmund Jerome McCarthy
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 1998
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Author: McCarthy
Publisher: Irwin Professional Publishing
ISBN: 9780256188370
Category :
Languages : en
Pages :
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Author: William D. Perreault (Jr.)
Publisher: Irwin/McGraw-Hill
ISBN: 9780072864700
Category : Business & Economics
Languages : en
Pages : 228
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Book Description
Author: Siegel
Publisher: Irwin Professional Publishing
ISBN: 9780256204766
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
Author: Stephan Dahl
Publisher: SAGE
ISBN: 1473910684
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Social media has quickly become part of the fabric of our daily lives, and as we have flocked to it, so have most companies and organisations from every sector and industry. It is now the place to attract and sustain our attention. But how is it a new marketing activity and how is it similar to previous practice and customer behaviour? Does it require new modes of thinking about human networks and communications or do the existing conceptual models still apply? This book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, and applies them to fun real-life examples and case studies from a range of industries, companies and countries. These include Unilever, Snickers, American Express, Volkswagen and Amnesty International, and span campaigns run across different platforms in countries such as China, Canada, Sweden and Singapore. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. Discussion questions and further reading are provided throughout, and the book is accompanied by a companion website.
Author: Robert East
Publisher: SAGE
ISBN: 1446241858
Category : Business & Economics
Languages : en
Pages : 345
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Book Description
'A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing' Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania 'Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry' Fergus Hampton, Managing Director, Millward Brown Precis Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructor's Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.
