Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

Download or read book The Roaster s Manifesto Unleashing the Art and Science of Specialty Coffee Roasting written by Kurniawan Arif Maspul and published by Literasi Nusantara Abadi Grup. This book was released on 2023-05-08 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coffee is more than just a drink. It’s a ritual, a source of comfort, and a way to connect. And for those passionate about coffee, there’s nothing quite like the experience of roasting your own beans. But specialty coffee roasting is more than just a technical skill. It’s an art and a science, a way to express creativity, connect with the world, and positively impact the environment and the people who produce the coffee we love. This is the message of “The Roaster’s Manifesto,” a book that goes beyond the basics of coffee roasting to explore its more profound meaning and potential. The book covers everything from the history of coffee roasting to the business and entrepreneurship of starting a specialty coffee roasting business. But it goes beyond that, exploring the art and science of coffee roasting in an inspiring and profound way.

Download or read book Advances in Hospitality and Leisure written by Joseph S. Chen and published by Emerald Group Publishing. This book was released on 2016-12-19 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Hospitality and Leisure delivers refreshing insights from a host of scientific studies in the domains of hospitality, leisure and tourism.

Download or read book Factors impacting on customers loyalty in retail sector Case study of Waitrose written by Kat Szydlowska and published by GRIN Verlag. This book was released on 2018-06-06 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Case Study from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.1, Cardiff Metropolitan University, language: English, abstract: The objectives of this study are: 1. To examine the impact of customer service on the customer loyalty in Waitrose store. 2. To analyse the role of corporate social responsibility in the selecting particular products among the customers of Waitrose. 3. To investigate the influence of the loyalty programs on the customers loyalty in Waitrose. Nowadays, when the competition is high and it’s difficult to get through to the market, it’s important to invest in relationship with customers. People, who are loyal to a particular brand, have high level of satisfaction, therefore world of mouth is important to gain more customers in the future. Waitrose is one of the largest grocery retailers in the United Kingdom. In 2011, the store introduced My Waitrose card- the type of loyalty scheme. This service enables customers to drink tea or coffee for free, discounts on specific products, free food magazine and access to other promotions in particular period. The store focus mainly on sales from quality, organic, free range products, what distinguishes it from other supermarkets. Within couple of years, Waitrose received many awards and acclaims e.g. Big Society Award and Best Loyalty Scheme.

Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Download or read book Proceedings of the International Conference on Entrepreneurship Leadership and Business Innovation ICELBI 2022 written by Donard Games and published by Springer Nature. This book was released on 2024-02-10 with total page 757 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an open access book.The International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI) is a pioneer conference on entrepreneurship, leadership, and innovation in the higher education environment that focuses on the research-oriented output from academics and practitioners. The conference’s theme, ‘Fostering university-based entrepreneurship in the digital economy era,’ encourages entrepreneurship activists to become a catalyst for creating creative jobs and increasing economic growth, especially in the digital era.

Download or read book Heritage Culture and Society written by Salleh Mohd Radzi and published by CRC Press. This book was released on 2016-10-26 with total page 1017 pages. Available in PDF, EPUB and Kindle. Book excerpt: Heritage, Culture and Society contains the papers presented at the 3rd International Hospitality and Tourism Conference (IHTC2016) & 2nd International Seminar on Tourism (ISOT 2016), Bandung, Indonesia, 10—12 October 2016). The book covers 7 themes: i) Hospitality and tourism management ii) Hospitality and tourism marketing iii) Current trends in hospitality and tourism management iv) Technology and innovation in hospitality and tourism v) Sustainable tourism vi) Gastronomy, foodservice and food safety, and vii) Relevant areas in hospitality and tourism Heritage, Culture and Society is a significant contribution to the literature on Hospitality and Tourism, and will be of interest to professionals and academia in both areas.

Download or read book Mastering the Craft A Comprehensive Guide to Becoming a Professional Barista written by Kurniawan Arif Maspul and published by Literasi Nusantara Abadi Grup. This book was released on 2023-05-08 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Mastering the Craft: A Comprehensive Guide to Becoming a Professional Barista” is an informative book that provides a detailed overview of the skills, knowledge, and qualities required to become a successful barista. The book covers various topics, including coffee brewing and extraction, customer service, business management and operations, marketing and branding, and career development.

Download or read book Case Studies in Strategic Planning written by Hakan Butuner and published by CRC Press. This book was released on 2016-02-22 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Case Studies in Strategic Planning shows you how to do systematic strategic planning in real-life cases, regardless of your level of expertise. The simplified version of this methodology and its analysis tools, based on fundamentals, are easily understood and universally applied to any type of business for developing strategic plans. More important

Download or read book ICE BEES 2021 written by Kemal Budi Mulyono and published by European Alliance for Innovation. This book was released on 2022-03-17 with total page 1057 pages. Available in PDF, EPUB and Kindle. Book excerpt: We proudly present the proceedings of 4th International Conference on Economics, Business and Economic Education Science 2021 (ICE-BEES 2021). It has focus on the innovations in economics, business, education, environment, and sustainable development. The issue of economics and sustainable development is important today. Especially in the time of Covid-19. Not only globally, but also Indonesia nationally to the local level. There are several important issues relating to this, both institutionally and the relationships between individuals and groups in supporting the agenda of sustainable development. More than 200 manuscripts were presented at this conference with 101 of them selected to be published in proceedings. We hope by this conference, discussions on the importance of sustainable development will increasingly become an important concern together. Brings better response from the government and social relations for development.

Download or read book B2B Brand Management written by Philip Kotler and published by Springer Science & Business Media. This book was released on 2006-09-22 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Download or read book Ethics in Marketing written by Patrick E. Murphy and published by Routledge. This book was released on 2016-12-13 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain. Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent situations in European, North American, Chinese, Indian and South American companies. Well known multinationals like Coca Cola, Facebook, VISA and Zara are featured. This second edition of Ethics in Marketing has been thoroughly updated and includes new international cases from globally recognized organizations on gift giving, sustainability, retail practices, multiculturalism, sweat shop labor and sports sponsorship. This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement for other marketing classes.

Download or read book Customer Loyalty written by Jill Griffin and published by Jossey-Bass. This book was released on 1997-06-26 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studies show that customer satisfaction does not equate with continued sales--it is the "loyal" customer who resists the competitor's tempting offers. This pragmatic guide outlines a savvy, seven-step process for turning prospects into customers and customers into loyal advocates.

Download or read book JMR Journal of Marketing Research written by and published by . This book was released on 1981 with total page 628 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences written by Musso, Fabio and published by IGI Global. This book was released on 2019-10-11 with total page 596 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.

Download or read book Customer Behavior written by Jagdish N. Sheth and published by South Western Educational Publishing. This book was released on 1999 with total page 900 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a book about the behaviour of customers around the world. Comprehensive in its coverage and managerial in its focus, the book dwells on the traditional issues in the field, and then extends them to emerging topics.

Download or read book The Quality Brew written by Gana Shruthy M.K. and published by Taylor & Francis. This book was released on 2024-11-08 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coffee is a major commodity of export in developing countries. In India, it generates significant revenues besides providing employment to many. This book critically looks into various aspects of the coffee production and marketing industry and its potential for promoting sustainable development, poverty alleviation and providing decent work. The small-holder dominated coffee sector is under unprecedented crisis attributed to a host of factors like declining productivity, incidences of new pests and diseases, adverse price trends and issues related to global warming induced climate change. Supported with primary survey and secondary data, this book explores challenges related to coffee production and its economic importance in India. It analyses factors affecting productivity of Robusta and Arabica varieties of coffee— and offers important inferences about the relationship between age and productivity of the plants and factors that guarantee high productivity. The book also sheds light on institutional interventions and the use of IT applications, along with online trading, in the coffee sector. Comprehensive and insightful, the book will be of interest to students and researchers of agriculture studies, agricultural economics, horticulture with a special focus on spices and plantation, sustainability studies, development studies and crop science. It will also be useful to stakeholders of plantation crops, such as, growers, as well as policy makers, processors, traders and exporters at different levels.