Kickstart Marketing

Kickstart Marketing

Author: Linda Hailey

Publisher: Allen & Unwin

ISBN: 1865083879

Category: Business & Economics

Page: 268

View: 427

"Takes you through a proven step-by-step system with lots of practical exercises to teach you how to analyse your situation and develop a strategic marketing plan tailored to your own business." - cover.

Applied Marketing

Applied Marketing

Author: Uwe Kamenz

Publisher: Springer-Verlag

ISBN: 9783642189814

Category: Business & Economics

Page: 1081

View: 818

Anwendungsorientiertes Marketing bezeichnet die wissenschaftliche Auseinandersetzung mit der Umsetzung der Marketingtheorie für die Praxis. Dieses Applied Marketing ist die einzigartige Domäne der Marketingprofessoren an den Fachhochschulen. Zum 30jährigen Bestehen der Arbeitsgemeinschaft für Marketing (AfM), der Vereinigung der Marketingprofessoren an den deutschen Fachhochschulen, stellen 73 Marketingprofessorinnen und -professoren für alle entscheidenden Bereiche des Marketing wie Strategisches Marketing, Innovationsmarketing, E-Business, Marktforschung, Kundenbeziehungsmanagement, Markenmanagement, Marketinginstrumentalpolitik, Vertriebsmanagement, Hochschulmarketing, Internationales Marketing, Internes Marketing und B-to-B-Marketing, den Stand der anwendungsorientierten Marketingwissenschaft dar.

Social Media Marketing und Recht

Social Media Marketing und Recht

Author: Thomas Schwenke

Publisher: O'Reilly Germany

ISBN: 9783868991437

Category: Computers

Page: 576

View: 968

Kaum ein Unternehmen, Freiberufler oder Künstler verzichtet heute noch auf eine Facebook-Präsenz, einen Twitter-Kanal oder die Vorteile des Fotoportals Flickr, um die eigenen Produkte, Dienstleistungen und Werke bekannter zu machen. Doch so wichtig das Social Media Marketing für die Selbstpräsentation im Web ist, so vielfältig sind die rechtlichen Fallen, in die man als juristischer Laie tappen kann. Ob es um das Impressum, die Einbindung fremden Contents oder den Umgang mit Wettbewerbern geht – das Buch erklärt klar und verständlich, was zu beachten ist. Der Autor, Rechtsanwalt Thomas Schwenke ist Mitinhaber der Berliner Kanzlei Schwenke & Dramberg und hat sich auf den Bereich Social Media Marketing spezialisiert. Er berät regelmäßig Marketingkunden zu Webthemen, bloggt und ist auch bei den Medien als Experte sehr begehrt (Heute Journal, Stern u.v.m.). Thomas Schwenkes große Stärke: juristische Inhalte so zu erklären, dass wirklich jeder sie versteht. Für wen ist dieses Buch? Wenn Sie als Praktiker mit Social Media Marketing zu tun haben, ist dieses Buch genau richtig für Sie. Es richtet sich u.a. an Marketing- und PR-Profis, Social Media-Manager und Freiberufler. Sehr hilfreich ist es auch für Personen mit juristischer Vorbildung, die wissen möchten, wie sich rechtliche Regeln in den sozialen Medien auswirken.

Building Models for Marketing Decisions

Building Models for Marketing Decisions

Author: Peter S.H. Leeflang

Publisher: Springer Science & Business Media

ISBN: 0792377729

Category: Business & Economics

Page: 682

View: 639

With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.

The Routledge Companion to Strategic Marketing

The Routledge Companion to Strategic Marketing

Author: Bodo B. Schlegelmilch

Publisher: Routledge

ISBN: 9781351038652

Category: Business & Economics

Page: 480

View: 657

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Pioneers in Marketing

Pioneers in Marketing

Author: D.G. Brian Jones

Publisher: Routledge

ISBN: 9781136334375

Category: Business & Economics

Page: 210

View: 559

Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in this collection. Subsequent chapters describe the lives of Edward David Jones, Simon Litman, Henry Charles Taylor, Percival White, George Burton Hotchkiss, Theodore N. Beckman, David D. Monieson, and William R. Davidson, focusing on their intellectual and professional contributions to the marketing discipline. The biographies are based on rare archival materials, some personal interviews, and analysis of the subjects’ major works. The final chapter draws lessons from the collection for marketing students and teachers. Several important discoveries are reported that suggest opportunities for further research. These stories will inform and inspire students of marketing.

The SAGE Handbook of Marketing Ethics

The SAGE Handbook of Marketing Ethics

Author: Lynne Eagle

Publisher: SAGE

ISBN: 9781529738575

Category: Business & Economics

Page: 576

View: 884

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections

Marketing Financial Services

Marketing Financial Services

Author: Mike Wright

Publisher: Routledge

ISBN: 9781136380235

Category: Business & Economics

Page: 384

View: 316

Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.

Social Media Marketing

Social Media Marketing

Author: Tracy L. Tuten

Publisher: SAGE

ISBN: 9781529736229

Category: Business & Economics

Page: 489

View: 182

A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.