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| Author | : Guy R. Powell |
| Publisher | : John Wiley & Sons |
| Total Pages | : 304 |
| Release | : 2012-08-22 |
| Genre | : Business & Economics |
| ISBN | : 1118507827 |
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
| Author | : Phil Town |
| Publisher | : Random House |
| Total Pages | : 322 |
| Release | : 2010-03-11 |
| Genre | : Business & Economics |
| ISBN | : 1409060047 |
Who's going to provide for your future? There's a crisis looming in pensions. Investing in property is time-consuming and risky. Savings accounts yield very little return. If you're not careful, you could be looking at a very uncomfortable retirement. But surely the alternative - investing in the stock market - is risky, complicated and best left to the professionals? Phil Town doesn't think so. He made a fortune, and in Rule #1 he'll show you how he did it. Rule #1: - Sets out the five key numbers that really count when you're buying stocks and shares - Explains how to use new Internet tools to simplify research - Shows how to exploit the advantages of being an individual investor - Demonstrates how to pay fifty pence for every pound's worth of business This simple and straightforward method will guide you to 15% or better annual returns - in only 15 minutes a week. It's money in the bank!
| Author | : Richard Gay |
| Publisher | : Oxford University Press |
| Total Pages | : 558 |
| Release | : 2007-03-15 |
| Genre | : Business & Economics |
| ISBN | : 0199265852 |
'Online Marketing' provides a balance between theory & practice by recognising the advantages & drawbacks of doing business online. Supported by contemporary mini-cases, case studies & expert opinion from leading practitioners, this text covers: the changing online environment, online planning and more.
| Author | : Ross Brennan |
| Publisher | : SAGE Publications Limited |
| Total Pages | : 340 |
| Release | : 2024-02-08 |
| Genre | : Business & Economics |
| ISBN | : 1529678021 |
Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition: · Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms · New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen · Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter. The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen McGrath is Lecturer in Marketing at University College Cork, Ireland.
| Author | : |
| Publisher | : |
| Total Pages | : 946 |
| Release | : 1969 |
| Genre | : Marketing |
| ISBN | : |
| Author | : Dinesh C. Sharma |
| Publisher | : MIT Press |
| Total Pages | : 295 |
| Release | : 2015-03-20 |
| Genre | : Business & Economics |
| ISBN | : 0262328348 |
A history of how India became a major player in the global technology industry, mapping technological, economic, and political transformations. The rise of the Indian information technology industry is a remarkable economic success story. Software and services exports from India amounted to less than $100 million in 1990, and today come close to $100 billion. But, as Dinesh Sharma explains in The Outsourcer, Indian IT's success has a long prehistory; it did not begin with software support, or with American firms' eager recruitment of cheap and plentiful programming labor, or with India's economic liberalization of the 1990s. The foundations of India's IT revolution were laid long ago, even before the country's independence from British rule in 1947, as leading Indian scientists established research institutes that became centers for the development of computer science and technology. The “miracle” of Indian IT is actually a story about the long work of converting skills and knowledge into capital and wealth. With The Outsourcer, Sharma offers the first comprehensive history of the forces that drove India's IT success. Sharma describes India's early development of computer technology, part of the country's efforts to achieve national self-sufficiency, and shows that excessive state control stifled IT industry growth before economic policy changed in 1991. He traces the rise and fall (and return) of IBM in India and the emergence of pioneering indigenous hardware and software firms. He describes the satellite communication links and state-sponsored, tax-free technology parks that made software-related outsourcing by foreign firms viable, and the tsunami of outsourcing operations at the beginning of the new millennium. It is the convergence of many factors, from the tradition of technical education to the rise of entrepreneurship to advances in communication technology, that have made the spectacular growth of India's IT industry possible.
| Author | : Michelle Carvill |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 327 |
| Release | : 2024-01-04 |
| Genre | : Business & Economics |
| ISBN | : 1399411233 |
An exploration of some of the most high profile environmental and sustainability challenges facing businesses and consumers, and 101 of the most practical solutions from the world of marketing. In our fast-moving and consumer-driven world – in which more than 10 million people are Marketers – social and environmental issues are increasingly being moved to the top of boardroom agendas. Each and every company, and therefore every marketer, has a responsibility to learn about the changing landscape in which they operate, and to adapt their skills, creativity and influence accordingly. From the authors of Sustainable Marketing, awarded Highly Commended at the Business Book Awards 2022, Can Marketing Save the Planet? is the ultimate guidebook for this journey, taking a deep dive into some of the most high profile subjects and solutions that every marketer needs to know about. It details the main priorities that companies should consider, and provides a 101-topic directory of the practical and realistic ways in which marketers can drive positive impact, showing that, even in the age of consumerism, marketing CAN be a force for good.
| Author | : Ryan Deiss |
| Publisher | : John Wiley & Sons |
| Total Pages | : 375 |
| Release | : 2020-07-27 |
| Genre | : Business & Economics |
| ISBN | : 1119660491 |
Get digital with your brand today! Digital Marketing for Dummies has the tools you need to step into the digital world and bring your marketing process up to date. In this book, you’ll discover how digital tools can expand your brand’s reach and help you acquire new customers. Digital marketing is all about increasing audience engagement, and the proven strategy and tactics in this guide can get your audience up and moving! You’ll learn how to identify the digital markets and media that work best for your business—no wasting your time or money! Discover how much internet traffic is really worth to you and manage your online leads to convert web visitors into paying clients. From anonymous digital prospect to loyal customer—this book will take you through the whole process! Learn targeted digital strategies for increasing brand awareness Determine the best-fit online markets for your unique brand Access downloadable tools to put ideas into action Meet your business goals with proven digital tactics Digital marketing is the wave of the business future, and you can get digital with the updated tips and techniques inside this book!
| Author | : Frank N. Magill |
| Publisher | : Routledge |
| Total Pages | : 767 |
| Release | : 2014-04-23 |
| Genre | : History |
| ISBN | : 1134264623 |
First Published in 2004. Volume II provides the hard facts and the history behind the headlines; significant 20th-century events in the evolution of all aspects of business and commerce are described in chronologically-arranged articles. The text of each article is divided into two sections: Summary of the Event describes the event itself and the circumstances leading up to it, and Impact of the Event analyzes the influence of the event on the evolution of business practice or on a major industry in both the short and long terms. Each article concludes with a fully annotated Bibliography.
| Author | : Library of Congress. Cataloging Policy and Support Office |
| Publisher | : |
| Total Pages | : 1298 |
| Release | : 2002 |
| Genre | : Subject headings, Library of Congress |
| ISBN | : |
