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Author: Graeme Drummond
Publisher: Routledge
ISBN: 1136392262
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing. The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject. A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.
Author: Graeme Drummond
Publisher: Routledge
ISBN: 1136392270
Category : Business & Economics
Languages : en
Pages : 295
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Book Description
Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing. The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject. A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.
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: Joseph C. Seibert
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 760
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Book Description
Author: Tony Kent
Publisher: Routledge
ISBN: 1134076681
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Flagships are the physical apogee of consumerism, places where brand experiences are most defined and interactions with consumers are highly refined. This book marks the first comprehensive study of the concept of the flagship, bringing together a range of scholarly insights from the field, covering issues such as consumerism, areas of consumption and experimental marketing theory and practise. The ways in which flagship projects communicate brand values, both externally and internally, form an important part of this book, and provide new perspectives on late twentieth century commercial and cultural policy and practice. Kent and Brown offer a truly interdisciplinary approach to the concept, offering a variety of perspectives on the debates surrounding flagship function and its role as a place of consumption. Chapters focus on the development of prestigious stores, hotels and arts and cultural centres, as showcases for branded experiences and products and as demonstrations of commercial and public policy. Cases and examples include The Eden Project in the UK, automotive showrooms in Germany, hotels in Dubai and Las Vegas, and Vienna's cultural quarter. Theoretical discussion explores the tensions between costs and profitability, conspicuous consumption and the sustainability of iconic forms. The book enables readers to explore the flagship concept from different perspectives, and while a marketing approach predominates, it provides a disciplinary challenge which will open up new ways of understanding the concept.
Author: John Burnett
Publisher: State University of New York Oer Services
ISBN: 9781641760119
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
"Integrated Marketing" boxes illustrate how companies apply principles.
Author: Graeme Drummond
Publisher: Routledge
ISBN: 1136392262
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing. The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject. A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.
Author: Gary Armstrong
Publisher: Pearson
ISBN: 9780137704095
Category :
Languages : en
Pages : 0
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Book Description
For principles of marketing courses. An engaging and practical introduction to marketing Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn leaves students with a richer understanding of basic marketing concepts, strategies and practices. The 15th Edition features updated chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, students get ample practice applying marketing concepts to real-world company scenarios. Hallmark features of this title Real companies, real marketing practices Chapter-Opening vignettes examine real companies and their operations, and spark student interest. Digital Marketing, Marketing Ethics, and Marketing by the Numbers applications facilitate discussion of current issues and company situations in areas such as mobile and social marketing, social responsibility, and financial marketing analysis. Resources to develop employability skills A sample Marketing Plan helps students apply important marketing planning concepts. A Careers in Marketing section helps students explore marketing career paths. It also lays out a process for landing a marketing job that best matches their skills and interests. New and updated features of this title Coverage of the latest trends and practices NEW and UPDATED: Discussions, examples and figures get students thinking about recent developments in customer engagement marketing, digital and other marketing technologies, marketing communications, brand content creation, and recent disruptions in the marketing environment. NEW and REVISED: Marketing at Work features examine real brand marketing strategies and contemporary marketing issues from companies such as Amazon, Google, Starbucks, Apple and Walmart. Reorganized structure and content NEW: A new, stand-alone digital marketing strategy chapter focuses on special considerations in preparing digital marketing campaigns (Chapter 14). REVISED: Chapters 15 and 16 on global marketing and sustainable marketing contain new organizing frameworks, concepts and examples. Hands-on, learner-based applications NEW: All 16 cases in the Company Case Appendix are new, offering opportunities for students to apply major marketing concepts and critical thinking to real company and brand situations. NEW and UPDATED: End-of-chapter material, including discussion questions, critical-thinking exercises, and other applications, help students apply analytical thinking to relevant concepts in each chapter. Features of MyLab Marketing for the 15th Edition Learn more about MyLab Marketing. 3 NEW and UPDATED: Mini-Sims and Team Mini-Sims put students in professional roles and give them the opportunity to apply course concepts and develop decision-making skills through real-world business challenges. NEW: Case Study Library assignments consist of text and video cases, and a variety of assessments and teaching notes. In this new assignment series, students apply their critical-thinking skills to current, real-world business examples that align to the chapter concepts. NEW: Marketing Plan assignments let students showcase their comprehension and creativity as they develop the various parts of a marketing plan throughout the semester. NEW and UPDATED: Engaging Videos and Podcasts explore business topics related to the concepts students are learning about in class. Integrated Short Quizzes assess students' comprehension. UPDATED: Dynamic Study Modules help students study chapter topics by adapting to their performance in real time. Marketing by the Numbers assignments let students practice their analytic skills, improving their understanding of the quantitative aspects of marketing.
Author: Jim Blythe
Publisher: SAGE
ISBN: 1446200043
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you′ - Emeritus Professor Michael J Baker `Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read′ - Heather Skinner, Principal Lecturer, Glamorgan Business School The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today. Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image. Each entries features: - Useful definition box - Summary of the concept - A broader discussion - Examples and illustrations - Key literature references This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing. The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
Author: Arthur Asa Berger
Publisher: Left Coast Press
ISBN: 1611327520
Category : Business & Economics
Languages : en
Pages : 145
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Book Description
From AdBusters to viral marketing, this brief dictionary of ideas and concepts contains over 100 extended, illuminating entries to bring the novice up to speed on the advertising/marketing world and the ideas that underlie it. For the neophyte professional, it describes the various players and strategies of the industry. For the student, it summarizes the key ideas of the most important cultural theorists introduced in advertising and marketing courses. For everyone, it helps explain the cultural, economic, and psychological role that advertising concepts play in society. A handy introduction for students and a quick reference for young professionals.
Author: Mekong Project Development Facility
Publisher:
ISBN:
Category :
Languages : en
Pages : 91
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Book Description
