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| Author | : V. Kumar |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 360 |
| Release | : 2021-09-27 |
| Genre | : Business & Economics |
| ISBN | : 1838675639 |
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
| Author | : V. Kumar |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 273 |
| Release | : 2021-09-27 |
| Genre | : Business & Economics |
| ISBN | : 1838675655 |
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
| Author | : David W Stewart |
| Publisher | : Routledge |
| Total Pages | : 382 |
| Release | : 2016-02-05 |
| Genre | : Business & Economics |
| ISBN | : 1317274822 |
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
| Author | : Les Binet |
| Publisher | : |
| Total Pages | : 132 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : |
This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketing investment.
| Author | : Allan R. Kuse |
| Publisher | : Cambridge Scholars Publishing |
| Total Pages | : 469 |
| Release | : 2020-11-25 |
| Genre | : Business & Economics |
| ISBN | : 1527562816 |
This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair’s thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors’ comments prior to each chapter provide context to the collection as a whole and Blair’s individual presentations and papers are the heart of the book. It will appeal to advertising and marketing professionals who are seeking specific guidance for planning advertising and justifying expenditures, as well as marketing academics and scholars interested in the history of advertising.
| Author | : Trevor A. Smith |
| Publisher | : Springer Nature |
| Total Pages | : 218 |
| Release | : 2022-09-27 |
| Genre | : Business & Economics |
| ISBN | : 3031098617 |
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. SMEs generally face financial constraints that limit their ability to carry out the marketing function. Addressing this limitation, the author presents conceptual models based on the resource based view and the knowledge based view to show how marketing capabilities can lead to performance improvement in the SMEs. The lessons learnt provide guidance in the practice of marketing for small and medium firms to be more effective in their marketing investments and make wiser marketing decisions. This book will prove useful for both researchers and practitioners by extending knowledge on marketing performance management in the SMEs.
| Author | : Roy A. Young |
| Publisher | : John Wiley & Sons |
| Total Pages | : 290 |
| Release | : 2006-10-11 |
| Genre | : Business & Economics |
| ISBN | : 0470054506 |
Praise for Marketing Champions "Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow." --Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how." --Seth Godin, author of Small Is the New Big "This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results." --Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader "The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company." --Jerry Noonan, Spencer Stuart
| Author | : Angela Y. Lee |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 188 |
| Release | : 2024-06-24 |
| Genre | : Business & Economics |
| ISBN | : 1802629572 |
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars provide new insights, approaches and directions to set out for research on consumer vulnerabilities.
| Author | : Nripendra P. Rana |
| Publisher | : Springer Nature |
| Total Pages | : 337 |
| Release | : 2019-11-11 |
| Genre | : Business & Economics |
| ISBN | : 3030243745 |
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
| Author | : Heather Fitzpatrick |
| Publisher | : John Wiley & Sons |
| Total Pages | : 352 |
| Release | : 2017-05-15 |
| Genre | : Business & Economics |
| ISBN | : 1937352676 |
Although marketing-related expenses are a significant portion of most organizations’ budgets, it is often frustrating for those with budget oversight to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential of your marketing and accurately evaluate the returns. You’ll learn: Why market leaders achieve significantly greater returns on their marketing than others within their market. The 3 main reasons most marketing plans fail to live up to their potential, and the steps you must take to avoid these pitfalls. How to evaluate your marketing investment’s likely ROI before you invest the money. When and how to assess the financial returns of your marketing efforts. How well your own organization is performing in the management of its marketing investments. The book includes: Case studies from companies of various sizes and in a cross-section of industries, including not-for-profits 4 tests to use prior to the approval of a marketing budget A marketing performance evaluation tool to assess and improve your organization’s marketing management
