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Author: Victor P. Buell
Publisher: New York : McGraw-Hill
ISBN:
Category : Marketing
Languages : en
Pages : 1306
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Book Description
The broad scope and practical input from more than l00 recognized marketing authorities nationwide have made the Handbook of Modern Marketing an invaluable reference for all levels of marketing managers. This revised and updated edition covers recent developments in all areas of marketing, including globilization of major industries, innovations in the marketing of services, and technology's effect on marketing strategies. Explores consumer, industrial, services, and government markets.
Author: Victor P. Buell
Publisher: New York : McGraw-Hill
ISBN:
Category : Marketing
Languages : en
Pages : 1306
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Book Description
The broad scope and practical input from more than l00 recognized marketing authorities nationwide have made the Handbook of Modern Marketing an invaluable reference for all levels of marketing managers. This revised and updated edition covers recent developments in all areas of marketing, including globilization of major industries, innovations in the marketing of services, and technology's effect on marketing strategies. Explores consumer, industrial, services, and government markets.
Author:
Publisher:
ISBN: 9780007088546
Category : Marketing
Languages : en
Pages : 0
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Book Description
Author: Victor P. Buell
Publisher: McGraw-Hill Companies
ISBN:
Category : Business & Economics
Languages : en
Pages : 1516
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Book Description
Author: Mo Willan
Publisher: Bloomsbury Business
ISBN: 9781472963734
Category : Business & Economics
Languages : en
Pages : 384
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Book Description
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Handbook of Contemporary Marketing covers a wide range of themes in contemporary marketing, including: · Consumer behaviour; · The latest marketing research; · Services marketing; · Brand management; · Global marketing; and · Ethics in marketing. Each chapter includes case studies to illustrate and contextualize the themes covered, from companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. "Contemporary marketing" is the term used to cover the move from more traditional marketing techniques to those that more reflect consumer needs. It refers to strategies that, when implemented, offer greater support for their client base, with a product range that varies depending on what the target market desires, rather than what the company wants them to have. The channels used to underpin these strategies are also radically different--for example, the increasing use of social media versus print advertising. The Handbook of Contemporary Marketing moves away from the theory-based content widely available and instead focuses on a more practical and comprehensive approach, which the author has developed through more than 13 years of teaching at degree level.
Author: B. Narayan
Publisher:
ISBN: 9788172730147
Category : Marketing
Languages : en
Pages : 320
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Book Description
Author: Mohd Arif
Publisher: Independently Published
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
The Modern Marketer's Handbook: Navigating Business Growth Through Marketing Unlock the Power of Modern Marketing for Unprecedented Business Growth! In "The Modern Marketer's Handbook," dive into the dynamic world of contemporary marketing and discover the keys to achieving remarkable business growth. Crafted for both budding marketers and seasoned professionals, this comprehensive guide offers a roadmap to navigate the ever-evolving landscape of marketing in a digital age.
Author: Victor P. Buell
Publisher:
ISBN: 9780071001496
Category : Marketing
Languages : en
Pages :
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Book Description
Author: Frank Jefkins
Publisher: Ft Press
ISBN: 9780712108539
Category : Business & Economics
Languages : en
Pages : 339
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Book Description
The third edition of Modern Marketing continues to look at marketing from a practical viewpoint and maintains the lively, interesting style of earlier editions.
Author: Laurie Young
Publisher: John Wiley & Sons
ISBN: 1119978505
Category : Business & Economics
Languages : en
Pages : 516
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Book Description
This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: “how useful and relevant is this concept? Will it improve decision making? Does the damn thing have any credibility and does it work?” “This book combines a rigorous review of a wide range of marketing concepts with many practical examples and case studies. It can be read or dipped into both by seasoned professionals and by those just embarking on their marketing career.” Sir Paul Judge, President, Chartered Institute of Marketing “Laurie Young casts an experienced and skeptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities.” Professor George Day, The Wharton School, Chairman of the American Marketing Association “Laurie Young has produced nothing less than the A-Z of marketing. He has journeyed far and wide mapping out hundreds of business, marketing and communications models to produce an extremely useful industry atlas. Certainly it will find a well-thumbed home on my bookshelf.” Hamish Pringle, Director General, Institute of Practitioners in Advertising “This book is much needed by marketing. Its value is in challenging concepts, some of which have been the accepted norm for a long time. But as this book shows, some of these may no longer be relevant and appropriate for marketers in today’s consumer environment.” Mike Johnston, CEO, Dairy Council of Northern Ireland and former Chairman of the Chartered Institute of Marketing “Senior marketers, like those who make up the membership of the Marketing Society, hone the methods and techniques they favour as their career develops. Laurie Young clearly did that and an experienced voice shines through this critique. It is heartening to find that so many concepts have a long history of producing real value for businesses but alarming to find so many of the theorists’ favourites to be so groundless.” Hugh Burkitt, CEO, The Marketing Society
Author: Frank Jefkins
Publisher:
ISBN: 9780712110235
Category : Consumer behavior
Languages : en
Pages : 294
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Book Description
