The Fundamentals of Marketing

Author: Russell Edward

Publisher: Bloomsbury Publishing

ISBN: 1350034622

Category: Business & Economics

Page: 192

View: 8993

This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising. The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.
Posted in Business & Economics

Fundamentals of Marketing

Author: Marilyn A. Stone,John Desmond

Publisher: Routledge

ISBN: 1134197438

Category: Business & Economics

Page: 512

View: 7786

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974
Posted in Business & Economics

Fundamentals of marketing

Author: William J. Stanton,Michael J. Etzel,Bruce J. Walker

Publisher: McGraw-Hill Companies

ISBN: N.A

Category: Business & Economics

Page: 668

View: 1870

Posted in Business & Economics

Fundamentals of Marketing

Author: W. G. Leader,N. Kyritsis

Publisher: Nelson Thornes

ISBN: 9780748703883

Category: Marketing

Page: 276

View: 9656

Posted in Marketing

Fundamentals of Marketing

Author: Paul Baines,Chris Fill,Sara Rosengren,Paolo Antonetti

Publisher: Oxford University Press

ISBN: 0198748574

Category: Marketing

Page: 376

View: 5388

Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do theyincorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not? Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to help build their theoreticalunderstanding of marketing into skilful practice. Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. With cases featuring international companies such as YouTube, Kopparberg,and Nestle, and exploring issues such as greenwashing, guilt appeals, and responsible branding, the book goes beyond marketing theory to illustrate marketing at work in the business world, and how it can be used to promote a company's success. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further and read in depth on selected topics. A fully integrated Online Resource Centre allows you to learn from real-life marketers whose video interviews expand on the book's Case Insights to offer a more in-depth view of their world. From Withers Worldwide to Aston Martin, Lanson International to Spotify, household names as well as SMEs andonline businesses discuss their real-life marketing dilemmas and how they navigated their way to a positive outcome. Test bank questions, internet activities, and web links also allow you to test your learning and explore key concepts further. Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing. The book is accompanied by an Online Resource Centre that features: * For everyone:* Case Insight videos* Library of video links* WorksheetsFor students:* Author audio podcasts* Multiple-choice questions* Flashcard glossaries* Employability guidance and marketing careers insights* Internet activities* Research insights* Web links For lecturers:* VLE content* PowerPoint slides* Test bank* Essay questions* Tutorial activities* Marketing resource bank* Pointers on answering the discussion question at the end of each chapter of the book* Figures and tables from the book in electronic format* Transcripts of the Case Insight videos
Posted in Marketing

Fundamentals of Business Marketing Research

Author: David Alan Reid,Richard E. Plank

Publisher: Psychology Press

ISBN: 9780789023124

Category: Business & Economics

Page: 283

View: 7245

Get a thorough review of vital research issues! Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on “Business Marketing: A Twenty Year Review,” a thorough study of industrial/business research from 1978-1997 with critical commentary from a distinguished panel of business academics and the response of the study's authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that's anything but business as usual. Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for business marketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book's give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing). The original study, its criticisms, and the authors' subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including: business marketing strategy organizational buying behavior and purchasing management business marketing research methodology products/services pricing management issues distribution/logistics and supply chain management promotion Fundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and as an academic text for doctoral studies.
Posted in Business & Economics

Fundamentals of marketing

Author: Penton Education Division

Publisher: N.A

ISBN: N.A

Category: Business & Economics

Page: 113

View: 6285

Posted in Business & Economics

Fundamentals of Marketing

Author: N.A

Publisher: McGraw-Hill Australia Pty Lt

ISBN: 9780074707647

Category: Marketing

Page: 856

View: 8706

This long awaited fourth edition will once again provide contemporary coverage of the customer-oriented, managerial approach to marketing principles and practice within the Pacific Region. The text continues to present Marketing as a total, integrated system of business. Looks at global marketing, services marketing and more.
Posted in Marketing

Fundamentals of Marketing

An African Perspective

Author: Francis N. Kibera,B. Chege Waruingi

Publisher: N.A

ISBN: N.A

Category: Marketing

Page: 259

View: 392

Posted in Marketing

Fundamentals of Marketing Research

Author: Scott M. Smith,Gerald S. Albaum

Publisher: SAGE

ISBN: 9780761988526

Category: Business & Economics

Page: 881

View: 9530

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.
Posted in Business & Economics

The Fundamentals of Hospitality Marketing

Author: Steve Mawson

Publisher: Cengage Learning EMEA

ISBN: 9780826448323

Category: Business & Economics

Page: 116

View: 3599

The Fundamentals of Hospitality Marketing is essential reading for students on degree- and diploma-level courses in leisure and tourism. Practitioners in the industry who have not had the opportunity for a formal course of marketing training and who want to increase their knowledge and understanding of marketing will also find this book of great benefit.Carefully structured to be used in the teaching weeks of one semester, this is the first short, concise, affordable marketing textbook for students of hospitality. Each section of the book is directly related to the hospitality industry through the use of up-to-date examples.
Posted in Business & Economics

The Fundamentals of Corporate Communication

Author: Richard R. Dolphin

Publisher: Routledge

ISBN: 075064186X

Category: Business & Economics

Page: 221

View: 2942

The Fundamentals of Corporate Communications gives professionals and students in marketing a comprehensive and incisive overview of what modern corporate communications is, and what it can achieve. The author has drawn on extensive business experience in the area and wide ranging research in major corporations to produce an authoritative account of best practice - backed by numerous cases and examples. The book demonstrates how corporate communications affects today's marketing mix and explains how it can support wider marketing objectives. The key elements are covered in depth: * Who are the key audiences in the present business climate * The role of Corporate Image and Identity in the communications process * How communications informs and affects corporate strategy development * What are the tools of modern communications- from lobbying to brand building * Using communications in a crisis * Who should be communicator and why The book is both highly practical, it is grounded in real business issues, and rigorous in covering the concepts accessibly. It will be an essential text and reference for practitioners and students of marketing. Practical approach and style which will engage professional readership Uses many contemporary business cases and examples No other research of such depth has taken place in the UK recently indicating that this is a unique statement of present best practice
Posted in Business & Economics

Fundamentals of marketing

Author: Montrose S. Sommers,James G. Barnes

Publisher: N.A

ISBN: 9780070872523

Category: Business & Economics

Page: 740

View: 9215

Sommers, Barnes, Fundamentals of Marketing, 9th Canadian Edition is back - hotter than ever in full-colour, hardcover, with a new 8 1/2 x 11 trim size. It is the most highly integrated text on the market, incorporating Internet, multimedia and the "New Marketing" throughout: in text materials and boxed examples, chapter opening cases, and part-ending cases.This book was the first on the market to incorporate WWW addresses and in this edition the authors go well beyond that with an in-depth look at how companies are making technology an important part of their successful marketing strategies. The authors have also made it a priority to integrate other important and current themes such as global marketing, customer relationships, small business and entrepreneurship. There is a new emphasis throughout the book on the new view of marketing, focusing on current applications of service quality, customer retention, and customer relationships. Global examples and coverage are integrated throughout.This edition offers a completely new design, a revised supplements package, a new interactive web page, and CBC video cases.
Posted in Business & Economics

Fundamentals of marketing, additional dimensions

selections from the literature

Author: Jack Lawrence Taylor

Publisher: McGraw-Hill Companies

ISBN: N.A

Category: Business & Economics

Page: 485

View: 8947

Posted in Business & Economics

Fundamentals of Business-to-Business Marketing

Mastering Business Markets

Author: Michael Kleinaltenkamp,Wulff Plinke,Ian Wilkinson,Ingmar Geiger

Publisher: Springer

ISBN: 3319124633

Category: Business & Economics

Page: 330

View: 7179

​This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Not only are the principles of business marketing addressed, but also deep knowledge of organizational buying and market research on business markets. The book sets the stage for developing marketing programs for business markets in their different facets.
Posted in Business & Economics

Fundamentals of marketing

Author: O. C. Ferrell,William M. Pride

Publisher: Houghton Mifflin Harcourt (HMH)

ISBN: N.A

Category: Business & Economics

Page: 543

View: 4167

Posted in Business & Economics

Fundamentals of Marketing

Author: Raju

Publisher: Excel Books India

ISBN: 9788174466235

Category: Marketing

Page: 174

View: 1338

Posted in Marketing

Fundamentals of Advertising

Author: John Wilmshurst,Adrian Mackay

Publisher: Routledge

ISBN: 1136401644

Category: Business & Economics

Page: 384

View: 8736

The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques. Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.
Posted in Business & Economics