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| Author | : Paul Baines |
| Publisher | : Oxford University Press, USA |
| Total Pages | : 404 |
| Release | : 2021-01-12 |
| Genre | : |
| ISBN | : 0198829256 |
Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.
| Author | : Geraldine McKay |
| Publisher | : Goodfellow Publishers Ltd |
| Total Pages | : 246 |
| Release | : 2018-03-06 |
| Genre | : Business & Economics |
| ISBN | : 1910158992 |
Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society.
| Author | : Adrian Mackay |
| Publisher | : Routledge |
| Total Pages | : 388 |
| Release | : 2012-05-04 |
| Genre | : Business & Economics |
| ISBN | : 1136401717 |
The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing. 'The Fundamentals and Practice of Marketing' has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes: * New chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; * Material on: services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment * A range of new examples The book is accompanied by online resources for tutors which include: guidance notes on teaching methods for each chapter, case studies with suggested solutions and approaches, questions for discussion, and OHP masters.
| Author | : Marilyn A Stone |
| Publisher | : Routledge |
| Total Pages | : 616 |
| Release | : 2007-01-24 |
| Genre | : Business & Economics |
| ISBN | : 1134197438 |
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974
| Author | : David Jobber |
| Publisher | : |
| Total Pages | : 1022 |
| Release | : 2007 |
| Genre | : Marketing |
| ISBN | : 9780077114152 |
This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing, colour images and adverts to demonstrate marketing principles in practice.
| Author | : Sonny Nwankwo |
| Publisher | : Routledge |
| Total Pages | : 480 |
| Release | : 2010-12-02 |
| Genre | : Business & Economics |
| ISBN | : 1136879072 |
Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.
| Author | : Adrian Palmer |
| Publisher | : Oxford University Press |
| Total Pages | : 575 |
| Release | : 2012-03-29 |
| Genre | : Business & Economics |
| ISBN | : 0199602131 |
This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.
| Author | : Judi Strebel |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2022-12-11 |
| Genre | : |
| ISBN | : |
Marketing Fundamentals for Future Professionals offers concise yet comprehensive coverage of the language and theory of marketing and shows how marketing principles can be used in both personal and professional life. Modeled on practice-oriented handbooks, this easily adaptable text explains how marketing principles are fundamental to business and become life skills relevant to careers and relationships. Each chapter opens with an explanation of why students need to understand and master the content and how it can help them. Students learn about consumer behavior, segmentation and targeting, positioning, and product development and management. The book also discusses branding, services, promotional theory, personal selling, and strategic marketing. The second edition has been thoroughly updated, including current examples from the field, and incorporates invaluable feedback from students. Marketing Fundamentals for Future Professionals is theoretically grounded yet highly practical. It is well suited to undergraduate business courses and is especially helpful for anyone looking for a solid foundation in the marketing discipline regardless of where they are in their careers.
| Author | : Marjolein Visser |
| Publisher | : Routledge |
| Total Pages | : 834 |
| Release | : 2019-11-04 |
| Genre | : Business & Economics |
| ISBN | : 1000035328 |
Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html
| Author | : Shintaro Okazaki |
| Publisher | : Peter Lang Incorporated, International Academic Publishers |
| Total Pages | : 0 |
| Release | : 2012 |
| Genre | : Internet marketing |
| ISBN | : 9781433115615 |
The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. Yet despite an increasing number of research publications and books focused on general business issues, many key concepts have seldom been explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of «why» so that theories can be advanced. Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background. This is a student-friendly text with up-to-date examples and issues presented throughout. Bibliographic references as well as a comprehensive glossary are provided at the end of the book.
