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Google Marketing

Google Marketing Book
Author : Mark Jansen
Publisher : Pearson Education
Release : 2011
ISBN : 9789043022668
Language : En, Es, Fr & De

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Book Description :

Handleiding voor eigenaren van commerciële websites om hun website via Google beter vindbaar te maken.

Marketing design

Marketing design Book
Author : Eveline van Zeeland
Publisher : Unknown
Release : 2020
ISBN : 9789462763364
Language : En, Es, Fr & De

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Book Description :

Praktische gids voor marketeers om met een combinatie van marketing analyse, product design en neuro marketing een stappenplan op te stellen voor marketing.

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.

Handbook of Marketing Scales

Handbook of Marketing Scales Book
Author : William O. Bearden,Richard G. Netemeyer,Kelly L. Haws
Publisher : SAGE
Release : 2010-12-10
ISBN : 1412980186
Language : En, Es, Fr & De

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Book Description :

The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. - Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research. - Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and “proven” for marketing scholars and professionals. - Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.

Principles of Marketing

Principles of Marketing Book
Author : Gary Armstrong,Stewart Adam,Sara Denize,Philip Kotler
Publisher : Pearson Australia
Release : 2014-10-01
ISBN : 1486002536
Language : En, Es, Fr & De

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Book Description :

The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy. The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement.

Olympic Marketing

Olympic Marketing Book
Author : Alain Ferrand,Jean-Loup Chappelet,Benoit Seguin
Publisher : Routledge
Release : 2012
ISBN : 0415587875
Language : En, Es, Fr & De

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Book Description :

The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.

Marketing Essentials

Marketing Essentials Book
Author : Jim Blythe
Publisher : Routledge
Release : 2010
ISBN : 0080966241
Language : En, Es, Fr & De

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Book Description :

'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.' Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing 'Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.' Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann's official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. •The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). •Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. •Past examination papers and examiners' reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. •Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE www.marketingonline.co.uk * Written specially for the Marketing Fundamentals module by the Senior Examiners * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam

Principles of Marketing Engineering 2nd Edition

Principles of Marketing Engineering  2nd Edition Book
Author : Gary L. Lilien,Arvind Rangaswamy,Arnaud De Bruyn
Publisher : DecisionPro
Release : 2013
ISBN : 0985764805
Language : En, Es, Fr & De

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Book Description :

The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.

Marketing Dictatorship

Marketing Dictatorship Book
Author : Anne-Marie Brady
Publisher : Rowman & Littlefield
Release : 2008
ISBN : 9780742540576
Language : En, Es, Fr & De

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Book Description :

Click here to hear Anne-Marie Brady's BBC World Service radio documentary titled "The Message from China" China's government is no longer a Stalinist-Maoist dictatorship, yet it does not seem to be moving significantly closer to democracy as it is understood in Western terms. After a period of self-imposed exclusion, Chinese society is in the process of a massive transformation in the name of economic progress and integration into the world economy. The Chinese Communist Party (CCP) is seeking to maintain its rule over China indefinitely, creating yet another "new" China. Propaganda and thought work play a key role in this strategy. In this important book, noted China scholar Anne-Marie Brady answers some intriguing questions about China's contemporary propaganda system. Why have propaganda and thought work strengthened their hold in China in recent years? How has the CCP government strengthened its power since 1989 when so many analysts predicted otherwise? How does the CCP maintain its monopoly on political power while dismantling the socialist system? How can the government maintain popular support in China when the uniting force of Marxist-Leninist-Maoist ideology is spent and discredited? What has taken the place of communist ideology? Examining propaganda and thought work in the current period offers readers a unique understanding of how the CCP will address real and perceived threats to stability and its continued hold on power. This innovative book is a must-read for everyone interested in China's growing role in the world community.

Airline Marketing and Management

Airline Marketing and Management Book
Author : Stephen Shaw
Publisher : Ashgate Publishing, Ltd.
Release : 2011
ISBN : 9781409401490
Language : En, Es, Fr & De

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Book Description :

Airline Marketing and Management examines the principles of marketing and demonstrates the ways in which these principles can be applied to today's airline industry. It has been thoroughly updated and expanded for this seventh edition, to keep pace with changes affecting the industry. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.

The Library Marketing Toolkit

The Library Marketing Toolkit Book
Author : Ned Potter
Publisher : Facet Publishing
Release : 2012-06-23
ISBN : 1856048063
Language : En, Es, Fr & De

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Book Description :

This Toolkit provides you with everything you need to successfully market any library. As libraries continue to fight for their survival amid growing expectations, competition from online sources and wavering public perceptions, effective marketing is increasingly becoming a critical tool to ensure the continued support of users, stakeholders and society as a whole. This unique practical guide offers expert coverage of every element of library marketing and branding for all sectors including archives and academic, public and special libraries, providing innovative and easy-to-implement techniques and ideas. The book is packed with case studies highlighting best practice and offering expert advice from thought-leaders including David Lee King and Alison Circle (US), Terry Kendrick and Rosemary Stamp (UK), Alison Wallbutton (New Zealand) and Rebecca Jones (Canada), plus institutions at the cutting-edge of library marketing including the British Library, New York Public Library, the National Archive, Cambridge University, JISC, the National Library of Singapore and the State Library of New South Wales. The key topics covered in the text are: • Seven key concepts for marketing libraries • Strategic marketing • The library brand • Marketing and the library building • An introduction to marketing online • Marketing with social media • Marketing with new technologies • Marketing and people • Internal marketing • Library advocacy as marketing • Marketing Special Collections and archives. Readership: The book is supplemented by a companion website and is essential reading for anyone involved in promoting their library or information service, whether at an academic, public or special library or in archives or records management. It’s also a useful guide for LIS students internationally who need to understand the practice of library marketing.

Influencer Marketing For Dummies

Influencer Marketing For Dummies Book
Author : Kristy Sammis,Cat Lincoln,Stefania Pomponi
Publisher : John Wiley & Sons
Release : 2015-11-20
ISBN : 111911392X
Language : En, Es, Fr & De

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Book Description :

The easy way to get 'in' with influencer marketing Are you a marketing guru looking to stay at the top of your game? Then you need to be in the know on influencer marketing. A hybrid of content marketing and native advertising, influencer marketing is an established trend in marketing that identifies and targets individuals with influence over potential buyers. Although this has usually meant focusing on popular celebrities and Internet personalities, there is a new wave of 'everyday consumers' that can have a large impact. In Influencer Marketing For Dummies, you'll find out how to market to those who rock social media—and, subsequently, grow your brand. Influencer marketing relies on building strong relationships with customers. With the help of this hands-on, friendly guide, you'll discover how to build superior customer service and experience, make strong interactions with customers, and encourage organic and authentic sharing about your brand. Measure the most impact that content has on your overall marketing strategy Find influencers: it's not just a numbers game or a 'who's who' of social media Engage with influencers once you've found them Recognize the best practices of influencer marketing and outreach If you're a marketer, media agency professional, business owner, or anyone else who works hard to bring brands, products, and services to the largest audience possible, Influencer Marketing For Dummies is the go-to guide you don't want to be without.

The Fundamentals of Marketing

The Fundamentals of Marketing Book
Author : Edward Russell
Publisher : AVA Publishing
Release : 2010
ISBN : 2940373728
Language : En, Es, Fr & De

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Book Description :

The Fundamentals of Marketing by Edward Russell is a guide to the essentials of marketing communications. This book teaches students how marketing organisations successfully move from product concept through to successful brand and the tools used to make brands as strong as they can be. It is fully illustrated with examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.

Business to business Marketing

Business to business Marketing Book
Author : Ray Wright
Publisher : Pearson Education
Release : 2004
ISBN : 9780273646471
Language : En, Es, Fr & De

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Book Description :

Business-to-business markets are markets where one business markets and sells products and services for an organisation's own use or to sell on to other businesses for their own use. This text provides an overview of business-to-business marketing.

Affiliate Marketing For Dummies

Affiliate Marketing For Dummies Book
Author : Ted Sudol,Paul Mladjenovic
Publisher : John Wiley & Sons
Release : 2019-12-12
ISBN : 1119628245
Language : En, Es, Fr & De

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Book Description :

Get Your Piece of the Hottest Business Online Today! Affiliate marketing is your route to earning some serious bucks. Thousands of companies both large & small like Amazon, Sears, Best Buy, Overstock, Lowe’s, Priceline & others have programs so you can profit from the thousands of products they offer. Affiliate marketing is ideal for bloggers looking to monetize their work. This is a multibillion-dollar market, and there are 10+ million people involved in the biz worldwide. There’s always room for more because the opportunity keeps growing as more and more companies offer affiliate programs. Affiliate Marketing For Dummies shows you how to get a slice of the pie! Choose the right affiliate product or service for you Find the best affiliate programs for you Find the best affiliate marketing strategies Affiliate Marketing for Dummies is your friendly step-by-step guide to getting in on this moneymaker—big time.

The Routledge Companion to Strategic Marketing

The Routledge Companion to Strategic Marketing Book
Author : Bodo B. Schlegelmilch,Russell S. Winer
Publisher : Routledge
Release : 2020-11-24
ISBN : 1351038656
Language : En, Es, Fr & De

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Book Description :

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Ethnic Marketing

Ethnic Marketing Book
Author : Guilherme Pires,John Stanton
Publisher : Routledge
Release : 2014-12-05
ISBN : 1135046387
Language : En, Es, Fr & De

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Book Description :

A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Hacking Marketing

Hacking Marketing Book
Author : Scott Brinker
Publisher : John Wiley & Sons
Release : 2016-03-21
ISBN : 1119183170
Language : En, Es, Fr & De

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Book Description :

Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Pioneers in Marketing

Pioneers in Marketing Book
Author : D.G. Brian Jones
Publisher : Routledge
Release : 2011-12-21
ISBN : 1136334378
Language : En, Es, Fr & De

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Book Description :

Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in this collection. Subsequent chapters describe the lives of Edward David Jones, Simon Litman, Henry Charles Taylor, Percival White, George Burton Hotchkiss, Theodore N. Beckman, David D. Monieson, and William R. Davidson, focusing on their intellectual and professional contributions to the marketing discipline. The biographies are based on rare archival materials, some personal interviews, and analysis of the subjects’ major works. The final chapter draws lessons from the collection for marketing students and teachers. Several important discoveries are reported that suggest opportunities for further research. These stories will inform and inspire students of marketing.

The SAGE Handbook of Marketing Ethics

The SAGE Handbook of Marketing Ethics Book
Author : Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
Publisher : SAGE
Release : 2020-10-05
ISBN : 1529738571
Language : En, Es, Fr & De

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Book Description :

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections