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This Is Marketing

This Is Marketing Book
Author : Seth Godin
Publisher : Penguin
Release : 2018-11-13
ISBN : 0525540849
Language : En, Es, Fr & De

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Book Description :

#1 Wall Street Journal Bestseller Instant New York Times Bestseller A game-changing approach to marketing, sales, and advertising. Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip. Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you: * How to build trust and permission with your target market. * The art of positioning--deciding not only who it's for, but who it's not for. * Why the best way to achieve your goals is to help others become who they want to be. * Why the old approaches to advertising and branding no longer work. * The surprising role of tension in any decision to buy (or not). * How marketing is at its core about the stories we tell ourselves about our social status. You can do work that matters for people who care. This book shows you the way.

Hospitality Marketing Management

Hospitality Marketing Management Book
Author : Robert D. Reid,David C. Bojanic
Publisher : John Wiley and Sons
Release : 2009-02-09
ISBN : 0470088583
Language : En, Es, Fr & De

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Book Description :

Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This popular textbook explores marketing and themes unique to hospitality and tourism, with a focus on the practical applications of marketing rather than marketing theory. It provides readers with the tools they need to successfully execute marketing campaigns for a hospitality business, no matter what their specialty.

Does Marketing Need Reform

Does Marketing Need Reform  Book
Author : Rajendra S. Sisodia
Publisher : M.E. Sharpe
Release : 2006
ISBN : 9780765616999
Language : En, Es, Fr & De

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Book Description :

Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.

Database Marketing

Database Marketing Book
Author : Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin
Publisher : Springer Science & Business Media
Release : 2008-01-23
ISBN : 9780387725789
Language : En, Es, Fr & De

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Book Description :

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)

Relationship Marketing

Relationship Marketing Book
Author : Thorsten Hennig-Thurau
Publisher : Springer Science & Business Media
Release : 2000-01-24
ISBN : 9783540669425
Language : En, Es, Fr & De

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Book Description :

The new focus of marketing is to shift away from transactional marketing and towards relationship marketing. Companies are realizing the economic value of stable, long term customer relationships based on a high degree of customer satisfaction, trust commitment and loyalty. The authors provide examples of successful relationship marketing in practice and give an overview of the fundamentals.

Marketing Plans

Marketing Plans Book
Author : Malcolm McDonald
Publisher : Butterworth-Heinemann
Release : 2007
ISBN : 0750683864
Language : En, Es, Fr & De

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Book Description :

Marketing Plans is simply the definitive guide to making plans that work. Adopting a ‘this is how you do it approach' McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated. This is an essential title for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. Now in its 6th edition, Marketing Plans is a highly renowned international bestseller. * A comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning * Retains the practical step-by-step approach that gives the book unique clarity * Incorporates all the latest thinking in e-marketing, CRM and new planning practices

Marketing Communications

Marketing Communications Book
Author : Paul Russell Smith,Jonathan Taylor
Publisher : Kogan Page Publishers
Release : 2004
ISBN : 9780749442651
Language : En, Es, Fr & De

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Book Description :

Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book. This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene. A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.

Nonprofit Marketing

Nonprofit Marketing Book
Author : Walter Wymer,Walter W. Wymer,Patricia Knowles,Roger Gomes
Publisher : SAGE
Release : 2006-03-06
ISBN : 9781412909235
Language : En, Es, Fr & De

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Book Description :

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples.

Marketing of High technology Products and Innovations

Marketing of High technology Products and Innovations Book
Author : Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater
Publisher : Pearson Prentice Hall
Release : 2010
ISBN : 9780136049968
Language : En, Es, Fr & De

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Book Description :

The only text on the market that provides readers with the marketing information they need to successfully market high-tech products. Introduction to World of High Technology Marketing; Strategic Market Planning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers; Technology and Product Management; Distribution Channels and Supply Chain Management in High-Tech Markets; Pricing Considerations in High-Tech Markets; Marketing Communication Tools for High-Tech Markets; Strategic Considerations in Marketing Communications; Strategic Considerations for the Triple Bottom Line in High-Tech Companies MARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.

Relationship Marketing and Customer Relationship Management

Relationship Marketing and Customer Relationship Management Book
Author : Annekie Brink
Publisher : Juta and Company Ltd
Release : 2009-09
ISBN : 9780702177392
Language : En, Es, Fr & De

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Book Description :

Presenting a dramatic shift in the way marketing is viewed and how its value is determined, this diverse resource focuses on the retention of customers through excellent customer service. Attending to the “4 Ps” of marketing, the guidebook addresses the ways in which a marketer can make decisions with the customer’s perspective as the priority. With strategies both for one-to-one marketing and for mass customization, this critical handbook offers information for today’s ever-adapting business environment.

Marketing Ethics

Marketing Ethics Book
Author : Bodo B. Schlegelmilch
Publisher : Cengage Learning EMEA
Release : 1998
ISBN : 9781861521910
Language : En, Es, Fr & De

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Book Description :

Marketing Ethics: An International Perspective examines the mainstream marketing ethics and theories, placing them in an international context. Throughout the text, country-specific differences are highlighted with particular attention to variations in business ethics. The book also investigates the means by which ethics can best be implemented into organisational/decision-making and focuses on some of the remaining challenges in business ethics. The text includes cases and key readings designed to illustrate major factors in business ethics drawn from real situations. Marketing Ethics: An International Perspective examines the mainstream marketing ethics and theories, placing them in an international context. Throughout the text, country-specific differences are highlighted with particular attention to variations in business ethics. The book also investigates the means by which ethics can best be implemented into organisational/decision-making and focuses on some of the remaining challenges in business ethics. The text includes cases and key readings designed to illustrate major factors in business ethics drawn from real situations.

Kellogg on Integrated Marketing

Kellogg on Integrated Marketing Book
Author : Dawn Iacobucci,Bobby J. Calder
Publisher : John Wiley & Sons
Release : 2002-11-12
ISBN : 9780471204763
Language : En, Es, Fr & De

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Book Description :

This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from: - Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang

The Marketing Planning Workbook

The Marketing Planning Workbook Book
Author : Sally Dibb,Lyndon Simkin
Publisher : Cengage Learning EMEA
Release : 1996
ISBN : 9781861523495
Language : En, Es, Fr & De

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Book Description :

The authors present a clear, systematic approach to marketing planning. They outline the main features of the key techniques & strategies, & present a guide to the ways to determine market objectives & develop a plan for their implementation.

Marketing Communications

Marketing Communications Book
Author : John Egan
Publisher : Cengage Learning EMEA
Release : 2007
ISBN : 9781844801213
Language : En, Es, Fr & De

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Book Description :

Marketing Communications is a core textbook for undergraduates and postgraduates studying for a marketing degree or qualification. It covers all areas of integrated marketing communications, advertising, selling and sales promotion, public relations, direct and internet marketing. Presenting the theory and practice through a range of case material and vignettes Marketing Communications is the ideal text for all students of Marketing. Marketing Communications is a core textbook for undergraduates and postgraduates studying for a marketing degree or qualification. It covers all areas of integrated marketing communications, advertising, selling and sales promotion, public relations, direct and internet marketing. Presenting the theory and practice through a range of case material and vignettes Marketing Communications is the ideal text for all students of Marketing.

Indian Agricultural Marketing

Indian Agricultural Marketing Book
Author : Jagdish Prasad,Arbind Prasad
Publisher : Mittal Publications
Release : 1995
ISBN : 9788170996156
Language : En, Es, Fr & De

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Book Description :

Contributed articles.

Building Models for Marketing Decisions

Building Models for Marketing Decisions Book
Author : Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publisher : Springer Science & Business Media
Release : 2000-02-29
ISBN : 9780792377726
Language : En, Es, Fr & De

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Book Description :

With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.

Problems in Marketing

Problems in Marketing Book
Author : Luiz Moutinho,Charles S Chien
Publisher : SAGE
Release : 2007-12-12
ISBN : 1849202621
Language : En, Es, Fr & De

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Book Description :

Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management. Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. Solutions are also available to lecturers by clicking on the companion website logo above.

Industrial Marketing

Industrial Marketing Book
Author : Krishna K. Havaldar
Publisher : Tata McGraw-Hill Education
Release : 2005
ISBN : 9780070588400
Language : En, Es, Fr & De

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Book Description :