Case Studies For Marketing Students
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| Author | : Kisholoy Roy |
| Publisher | : Createspace Independent Publishing Platform |
| Total Pages | : 88 |
| Release | : 2016-04-25 |
| Genre | : |
| ISBN | : 9781532931468 |
This book is a compilation of case studies focusing on four fundamental areas of marketing viz. brand management, services marketing, retail marketing and sales management. The book is classified into four sections based on the above areas. Every care has been taken by the author to see to it that each section has case studies that contribute to the holistic understanding of a subject area. Conceptual understanding of the subject area along with application of theory is what this book offers. The questions at the end of each case study test the understanding of a case study by a student. The author hopes that this book will serve good to all students pursuing marketing management curriculum in various universities.
| Author | : M. Mercedes Galan-Ladero |
| Publisher | : Springer |
| Total Pages | : 254 |
| Release | : 2019-02-20 |
| Genre | : Business & Economics |
| ISBN | : 3030048438 |
Social marketing has become an indispensable tool for all types of organizations worldwide. This book presents high-quality cases on the development, implementation, and analysis of different social marketing campaigns that have been created by non-governmental organizations, public administrations, and even businesses. The respective cases reflect the fact that, although social marketing was initially employed by public administrations and NGOs, the number of campaigns developed by all type of organizations, including businesses, is on the rise; in fact, Corporate Social Marketing is now considered to be one of the main CSR initiatives at businesses around the globe. Pursuing an international approach, the cases in the book explore social marketing practices from a diverse set of countries and cultures around the world.
| Author | : Susanne Doppler |
| Publisher | : Woodhead Publishing |
| Total Pages | : 238 |
| Release | : 2020-08-21 |
| Genre | : Technology & Engineering |
| ISBN | : 0128177934 |
Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food customers face today. With a basis in literature review and theoretical background, the book illustrates specific case studies on food shopping experiences, food consumption experience in restaurants, and food experience and events, as well as insights on the methodological tools adopted throughout. Topics include food and food service design, the creation of customer loyalty through experiences, communication strategies like food promotion and event management, and defining product positioning in a competitive environment. This book is an excellent resource for industry professionals in the food and beverage sectors, including those who work in marketing, communication, hospitality, and management, as well as students studying business management, tourism management, event management, applied marketing, and consumer behavior. - Presents the challenges customers face in their away-from-home food shopping - Explains how customer food experiences can be created - Contains best practice examples of how food companies achieve a competitive advantage by creating memorable customer experiences
| Author | : M. Mercedes Galan-Ladero |
| Publisher | : Springer Nature |
| Total Pages | : 447 |
| Release | : 2021-03-27 |
| Genre | : Business & Economics |
| ISBN | : 3030654559 |
This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom.
| Author | : Dan Blank |
| Publisher | : |
| Total Pages | : 178 |
| Release | : 2017-03-07 |
| Genre | : Advertising |
| ISBN | : 9780998645216 |
Many people feel the drive to do creative work, but get overwhelmed by the process of connecting with an audience. If you want to share your voice and inspire people with your writing, art, craft, or creative idea, you have to provide your audience a new way of looking at the world, of knowing themselves, and connecting with others
| Author | : Kanwal Nayan Kapil |
| Publisher | : Pearson Education India |
| Total Pages | : 128 |
| Release | : 2011 |
| Genre | : |
| ISBN | : 9788131756331 |
| Author | : Alessio Cavicchi |
| Publisher | : Woodhead Publishing |
| Total Pages | : 410 |
| Release | : 2017-11-14 |
| Genre | : Technology & Engineering |
| ISBN | : 0081012608 |
Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product and defining product positioning in competitive environment. There is an emerging demand from food industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research. This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and food business professionals?, and which communication methods and practices have been relevant to make the most of R&D in the food industry? Through case studies, successful examples and practices are provided, with newer inputs for further theoretical investigation given. Both current and future professionals in the food industry will gain insights that can be used in their business environment. - Bridges the gap between scholars and practitioners in understanding consumers in the traditional food sector - Allows scientists and professionals to make the most of R&D outcomes - Advances consumer science research to address business problems in the food industry
| Author | : Gürhan Aktaş |
| Publisher | : Taylor & Francis |
| Total Pages | : 270 |
| Release | : 2022-06-09 |
| Genre | : Business & Economics |
| ISBN | : 1000600319 |
This international case study book provides 27 expertly curated case studies on the topic of tourism marketing, each with detailed implementation instructions for the instructor in order to maximise student participation and learning. The dynamic characteristic of the industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with such factors in real-life practices. Curated and developed by industry experts and practitioners, these case studies embody real-world scenarios with the aim of best preparing students for their future careers. This compelling set of case studies follows a logical and uniform structure and covers topics such as marketing mix, crisis management, digital marketing, quality development, product development and sustainability. With reflective questions throughout to aid both in-class discussion and self-study, this book is an ideal study resource for use in higher and vocational education, and its unique, teaching-led approach positions it as a vital study tool for instructors and students alike.
| Author | : M. Mercedes Galan-Ladero |
| Publisher | : Springer Nature |
| Total Pages | : 424 |
| Release | : 2021-12-02 |
| Genre | : Social Science |
| ISBN | : 3030832864 |
This book discusses how various social marketing campaigns have taken up and had an impact on important aspects of quality of life across the world. The chapters bring up case studies from different regions, showing how successful social marketing campaigns have been instrumental in addressing public health challenges, discrimination and exclusion, violence, and inequity; and in changing public perceptions in different countries and through public and nonprofit organizations, but also through businesses. Thus, this book approaches social marketing from a quality-of-life (QOL) marketing philosophy, taking an international perspective. It includes 26 case studies discussing how social marketing campaigns were developed and implemented in specific cases related to disease prevention and risk behavior, safe and healthy lifestyles, and inclusion and interpersonal relationships. It also covers social marketing campaigns related to COVID-19 in various countries. The book is both comprehensive and provides in-depth understanding of every case, and is useful for research, policy making, development communication and social marketing. Graduate students, researchers, practitioners, and social marketers alike will find this book interesting.
| Author | : Damian Ryan |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 224 |
| Release | : 2011-06-03 |
| Genre | : Business & Economics |
| ISBN | : 0749460636 |
With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape.
