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Author: R. Brookes
Publisher: Springer
ISBN: 023050857X
Category : Business & Economics
Languages : en
Pages : 305
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Book Description
Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketeers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketeers and provides guidance for those who are implementing change processes to improve value creation capabilities.
Author: R. Brookes
Publisher: Springer
ISBN: 023050857X
Category : Business & Economics
Languages : en
Pages : 305
Get Book Here
Book Description
Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketeers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketeers and provides guidance for those who are implementing change processes to improve value creation capabilities.
Author: R. Brookes
Publisher: Springer
ISBN: 023050857X
Category : Business & Economics
Languages : en
Pages : 298
Get Book Here
Book Description
Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketeers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketeers and provides guidance for those who are implementing change processes to improve value creation capabilities.
Author: Cathy Hackl
Publisher:
ISBN: 9780996510677
Category : Augmented reality
Languages : en
Pages : 118
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Book Description
Author: El-Gohary, Hatem
Publisher: IGI Global
ISBN: 1799871940
Category : Business & Economics
Languages : en
Pages : 471
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Book Description
The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.
Author: Bruce D. Keillor
Publisher: Bloomsbury Publishing USA
ISBN: 1440803021
Category : Business & Economics
Languages : en
Pages : 192
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Book Description
This is an invaluable, applied "how to" guide to understanding the unique characteristics of the international business environment that provides critical information to all managers considering entering an overseas market. The global marketplace is a reality, yet there are virtually no books dedicated to understanding the international business environment. The accessible, practitioner-oriented information in this book provides businesspeople with the tools necessary to accurately analyze the complex global environment and the perspective to be successful in international markets. A resource for business managers as well as for college-level business students, the book covers all major areas of the international business environment, including the cultural aspects of international commerce environments as well as economic, political, and competitive challenges. Additionally, the author explains how a business entity can impact the market environment in which it operates.
Author: Robert Docters
Publisher: McGraw Hill Professional
ISBN: 0071772464
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS “Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches. . . . This book is full of intriguing, fresh insights which will expand your perspective on what is possible in maximizing revenue from your company’s products and services.” —Mark Greatrex, Chief Marketing Officer, Cox Communications, and former SVP, Global Still Beverages, The Coca Cola Company “To effectively price, managers must understand market context—the frame of reference for buyers. Context is far more important than the usual measures of price variation. I strongly recommend this readable and useful book to any business leader who suspects his or her company is falling short of achievable revenues.” —Dave Calhoun, Chairman and CEO, Nielsen Company, and former Vice Chairman, General Electric Company About the Book: A few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990s belief in “value.” Contextual Pricing describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can sell at radically different prices to the same target customer—if context is strategically managed. This fact is how Procter & Gamble, GE, Coca-Cola Company, Amazon, Google, Microsoft, and others make sure they get the best possible price. The use of context is changing the way companies price and sell in the new global economy. This readable and market-tested book describes the contextual pricing perspective, how it is being used in B2B and B2C markets, and how you can make the shift to contextual pricing in your own business. Whether you’re a CEO, P&L manager marketing director, sales manager, or entrepreneur, Contextual Pricing shows you how to: Understand how your customer will make buying decisions and the role of pricing in those decisions Establish better, more intuitive prices using context Develop contextual pricing strategies that defeat competitor pricing—how contextual pricing can be the antidote to destructive price wars Harmonize your pricing with branding, product development and channel strategies Increase your profits with proven pricing tools, such as scientific bundling, tiering, branding, upsell “hooks” and more Through its illuminating case-by-case studies, Contextual Pricing delivers a wide range of pricing techniques and customer insights that you won’t find anywhere else. You’ll learn how to avoid common pitfalls when raising or lowering prices and discover how you can compete in traditional or emerging digital marketplaces—and beat the competition through superior tactics, not through lower margins. When you know the secrets of Contextual Pricing, you can name your price, drive your sales, increase your profits, and own your success.
Author: Stanley Paliwoda
Publisher: Routledge
ISBN: 1135387109
Category : Business & Economics
Languages : en
Pages : 531
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Book Description
The third edition of an established text, this book provides comprehensive treatment of international marketing issues and includes expanded coverage of Eastern Europe and the Pacific Rim. New for this edition are the expanded use of mini cases within the text to illustrate the latest developments in marketing, together with expanded coverage of: South East Asia and the Pacific Rim, Central and Eastern Europe, Globalization, Culture, Financial aspects of marketing. Included throughout are self-assessment and discussion questions, key terms, references and bibliography.
Author: Henry Stuart
Publisher: Kogan Page Publishers
ISBN: 0749482877
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
If a picture is worth a thousand words, then virtual reality (VR) is priceless. This book offers everything you need to know about the opportunities of VR for brands to better connect with consumers. VR is booming - by 2025, the industry is expected to become bigger than TV. Virtual Reality Marketing is a comprehensive exploration of all things VR, providing readers with everything they need to know about the current VR landscape, and the unprecedented opportunity it offers brands to create unique emotional connections with consumers. A truly practical guide, Virtual Reality Marketing covers all aspects of the industry, including interactive and passive VR, 360 video, social VR marketing, and the role that influencers and bloggers are set to play in its development. It also looks to the future - exploring how VR is evolving and the changes it will undergo in the future. Packed with fascinating case studies, tips and strategies, and written by a recognized industry expert who has facilitated VR coverage for major international brands including Facebook, Audi, Google and Mercedes F1, this book is the leading resource for any reader looking to incorporate VR in their own marketing campaigns.
Author: Ari-Veikko Anttiroiko
Publisher: Routledge
ISBN: 1135129894
Category : Business & Economics
Languages : en
Pages : 221
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Book Description
Globalization affects urban communities in many ways. One of its manifestations is increased intercity competition, which compels cities to increase their attractiveness in terms of capital, entrepreneurship, information, expertise and consumption. This competition takes place in an asymmetric field, with cities trying to find the best possible ways of using their natural and created assets, the latter including a naturally evolving reputation or consciously developed competitive identity or brand. The Political Economy of City Branding discusses this phenomenon from the perspective of numerous post-industrial cities in North America, Europe, East Asia and Australasia. Special attention is given to local economic development policy and industrial profiling, and global city rankings are used to provide empirical evidence for cities’ characteristics and positions in the global urban hierarchy. On top of this, social and urban challenges such as creative class struggle are also discussed. The core message of the book is that cities should apply the tools of city branding in their industrial promotion and specialization, but at the same time take into account the special nature of their urban communities and be open and inclusive in their brand policies in order to ensure optimal results. This book will be of interest to scholars and practitioners working in the areas of local economic development, urban planning, public management, and branding.
Author: Loureiro, Sandra Maria Correia
Publisher: IGI Global
ISBN: 179982876X
Category : Business & Economics
Languages : en
Pages : 318
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Book Description
The increase in smartphone usage and new technologies embedded in smart devices have led to innovative developments and applications throughout a variety of industries. However, new techniques such as spatial augmented reality are becoming more affordable for business, allowing consumers to experience and interact with the world as they never have before. AR and VR have vast implications for management and can allow companies to increase their sustainability and reduce their CO2 footprint. Managerial Challenges and Social Impacts of Virtual and Augmented Reality is a pivotal reference source that provides vital research on the applications of VR, AR, and related technologies from the perspectives of managers and marketers in the industry and discusses the social impact of these technologies. While highlighting topics such as consumer analysis, privacy ethics, and relationship marketing, this book is ideally designed for managers, marketers, technology developers, managing directors, business professionals, academicians, students, and researchers seeking current studies on the evolution of interactive technology.
