Download or read book The Essentials of Contemporary Marketing written by Mo Willan and published by Bloomsbury Publishing. This book was released on 2021-10-05 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs

Download or read book Contemporary Marketing Strategy written by Rajagopal and published by Springer. This book was released on 2019-02-01 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book develops knowledge and skills on building market-centric and competition-oriented models. Discussions in the book illustrate strategies for managing competitive market interventions through advanced marketing-mix elements across nine chapters. Various perspectives on innovation and technology for expanding and establishing business in competitive markets are critically reviewed in these chapters. This book examines advanced marketing-mix and several consumer-centric strategies to co-create new businesses in new markets by associating consumers.

Download or read book CRM written by Roger Joseph Baran and published by Routledge. This book was released on 2013 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book introduces students to CRM (customer relationship management), a strategic methodology that's being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exercises that connect theory with action), it is the one-stop-source for a comprehensive CRM course.

Download or read book Contemporary Issues in Digital Marketing written by Outi Niininen and published by Routledge. This book was released on 2021-11-29 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.

Download or read book Customer Relationship Management written by Roger J. Baran and published by Taylor & Francis. This book was released on 2016-12-08 with total page 457 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy. Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features: Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM New material on big data and the use of mobile technology An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole Cutting edge examples and images to keep readers engaged and interested A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.

Download or read book Contemporary Issues in Marketing written by Ayantunji Gbadamosi and published by SAGE. This book was released on 2019-09-02 with total page 626 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.

Download or read book Adcreep written by Mark Bartholomew and published by Stanford University Press. This book was released on 2017-05-23 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition technology, all enlisted to study and stimulate consumer desire. This marriage of advertising and technology has consequences. Businesses wield rich and portable records of consumer preference, delivering advertising tailored to your own idiosyncratic thought processes. They mask their role by using social media to mobilize others, from celebrities to your own relatives, to convey their messages. Guerrilla marketers turn every space into a potential site for a commercial come-on or clandestine market research. Advertisers now know you on a deeper, more intimate level, dramatically tilting the historical balance of power between advertiser and audience. In this world of ubiquitous commercial appeals, consumers and policymakers are numbed to advertising's growing presence. Drawing on a variety of sources, including psychological experiments, marketing texts, communications theory, and historical examples, Bartholomew reveals the consequences of life in a world of non-stop selling. Adcreep mounts a damning critique of the modern American legal system's failure to stem the flow of invasive advertising into our homes, parks, schools, and digital lives.

Download or read book Contemporary Issues in Social Media Marketing written by Bikramjit Rishi and published by Routledge. This book was released on 2017-07-28 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Download or read book Critical Marketing written by Mark Tadajewski and published by John Wiley & Sons. This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book will be essential reading for students and scholars in marketing, consumer research and cultural studies. It will also interest students of sociology and psychology."--BOOK JACKET.

Download or read book Contemporary Views on Marketing Practice written by Gary Frazier and published by Marketing Classics Press. This book was released on 2011-02-09 with total page 7 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contemporary Views on Marketing Practice Edited by Gary Fraiser and Jagdish ShethContemporary Views on Marketing Practice describes four main issues of marketing practice. Part one focuses on the marketing role in a contemporary business. Part two discusses strategic market planning and implementation. Part three addresses the marketing mix itself with product and price variables. Part four centers on the promotion and place variables. How the marketing managers within the company address these issues will cause the firm to either promote itself, or fail with its customers.Gary L. Frazier, DBA, is the Richard and Jarda Hurd Professor of Distribution Management, School of Business Administration, University of Southern California, Los Angeles. Professor Frazier's research has focused on the structuring and management of channels of distribution, especially how channel relationships are coordinated to create value for the channel's customers. He has conducted research on channels of distribution in Europe and India, as well as in the United States. He heads the Program in Distribution Management at USC, supported by distributors with over $10 billion in annual sales. Dr. Jagdish (Jag) N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. Prior positions, include the University of Southern California; the University of Illinois; the faculty of Columbia University; and, the Massachusetts Institute of Technology. Dr. Sheth is well known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy and geopolitical analysis.Marketing Classics Press was established to serve the field of Marketing by preserving the seminal work of the discipline and ensuring it is accessible to future generations of scholars. Founding authors and key associations have identified key works, which are available in electronic and print versions.

Download or read book Contemporary Marketing Management Strategies and Practices written by Prof Faheema Idrees Prof TM Kuthubudeen and published by . This book was released on 2010-02-01 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: In age of modern technology environment the book Contemporary Marketing Management: Strategies and Practices covers all aspects of marketing practices. Though the traditional marketing practices are still vibrant in the market, the contemporary marketing holds better scope in future. Online marketing is an area that is ready for more expansion of usage and extension of technology. The paradigm shift from traditional to modern marketing is a key factor based on three shifts namely, (i) Technological shift Growth from old to new technology, (Telemarketing to Email marketing), (ii) Conceptual shift Marketing to Integrated marketing, & (iii) Techno-conceptual database marketing which uses technology to conceptualize marketing. This book deals with contemporary practices in two categories namely ethical and unethical. There is a thin line of difference while detailing ethical and unethical practices. The subtle difference is often crossed with the help of creativity. Multi level marketing is considered as ethical in few countries and unethical in some other countries. Certain concepts overlap, and where staunch differentiation is so difficult such as Viral and Buzz marketing, though the same has been used in an interchangeable way.

Download or read book Contemporary Research in E marketing written by Sandeep Krishnamurthy and published by IGI Global. This book was released on 2005-01-01 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: Annotation E-marketing is intrinsically interdisciplinary with academic researchers in many fields conducting research in the area. This book brings the work being conducted in many disciplines to one outlet, encouraging cross-fertilisation of ideas and greater dissemination of key research concepts.

Download or read book Contemporary Issues in Digital Marketing written by John Branch and published by Libri Publishing Limited. This book was released on 2018 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: We live in the digital age. There are more than 3 billion people connected to the internet. For every 100 people on the planet, there are 96 mobile telephone subscriptions. And more and more of our everyday objects--cuddly toys, cars, even kettles--have created an "internet of things." Marketers, in particular, hope that so-called digital marketing will allow them to gain new customer insights, refine customer segmentation, and communicate to customers more efficiently and effectively. They anticipate that the digital age will offer possibilities for new product innovation, advanced methods for engaging customers and original vehicles for creating brand communities. Despite the pervasiveness of digital technologies, however, digital marketing is seemingly still in its infancy. Contributions from both academics and practitioners who are experts in the field explore the realities of digital marketing.

Download or read book Principles of Contemporary Marketing written by David L. Kurtz and published by Thomson South-Western. This book was released on 2011 with total page 662 pages. Available in PDF, EPUB and Kindle. Book excerpt: PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition has proven to be the premier teaching and learning solution for principles of marketing courses. This best seller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Fifteenth Edition continues the Kurtz and Boone tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition remains in a class by itself.

Download or read book Contemporary Marketing Mix for the Digital Era written by Nik Tehrani and published by . This book was released on 2008-10-02 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing is necessary for the success of a product, service, or business and with the pervasive and every increasing use of the Internet by the target markets all marketers need to include the Internet in their marketing plan. Dr. Nik Tehrani explains the importance of e-Marketing and presents the relationship of e-Marketing to e-Business. The exponential growth of e-Commerce has changed the face of retail and service marketing. To remain competitive in the marketplace all marketers must include the virtual world of marketing in their plans, thus helping sellers develop various marketing strategies. Marketers are the sellers' tool and Contemporary Marketing Mix for the Digital Era is the tool for successful marketers. Traditionally, the marketing strategy consists of the 4 Ps: Product, Price, Place, and Promotion. However, to develop a contemporary marketing strategy which includes the virtual world, other components need to be looked into. Dr. Tehrani illustrates the 11 Ps required for a successful e-Marketing strategy. The 11 Ps of e-Marketing strategy are an expansion upon the main 4 Ps. The reader is adeptly shown how People, Partnership, Productivity, Personalization, Physical Image, Protocol, and Privacy are elements of contemporary marketing. This book, illustrated with practical examples and case studies, summarizes these 11 Ps, explores the internal and external customers of all sellers, products both tangible and intangible that are offered by the sellers, the partnerships that help the sellers maintain a steady flow of products, and the pricing structure of e-Products. Making intangible products tangible, the methods required to push products, as well as the change of personalized services adapted to the Internet are covered; all in order to help marketers learn what is required by the sellers to sell their products effectively. This book additionally includes a comprehensive look at e-Business privacy issues and laws, as well as respect and maintenance of international protocols. This book is written for the marketing professionals, industry practitioners, academicians, and students alike so they may hone their marketing skills and keep up with the latest trends in the marketing filed. Dr. Tehrani addresses the changing marketing environment and the way to effectively change marketing strategies to meet the needs of conventional marketing by changing, and expanding marketing strategies.

Download or read book Contemporary Sport Marketing written by James J. Zhang and published by Routledge. This book was released on 2017-02-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport marketing scholars from 11 countries to address the most important global, regional, national, and community marketing issues in sport today. Presenting the latest cutting-edge research from countries including India, China, the UK and the USA, it includes case studies on successful marketing strategies in sports ranging from football and hockey to baseball and motor racing. The book combines both qualitative and quantitative studies to explore key topics such as: sport marketing in a globalized marketplace corporate social responsibility and sponsorship in sporting events the Olympic brand image and its values sport consumer behaviour and customer satisfaction new digital marketing channels. Contemporary Sport Marketing: Global perspectives is vital reading for all students and scholars of sport marketing, sport business and sport management, as well as for any professional working in the sport industry.

Download or read book Controversies in Contemporary Advertising written by Kim Bartel Sheehan and published by SAGE Publications. This book was released on 2013-07-18 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.