Download or read book Intentional Marketing written by Carol Ottolenghi and published by Rowman & Littlefield. This book was released on 2018-10-15 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. This book includes: Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensive Step-by-step guides to help define what you are marketing, why you are marketing it, and to whom Ways to identify everyone who affects funding, and how to turn them into stakeholders Ways to increase staff and stakeholder buy-in Examples of successful marketing efforts at other libraries Discussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to use Model feedback and assessment forms This book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness.
Download or read book Can We Do That written by Ed Young and published by Simon and Schuster. This book was released on 2010-05-11 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: No matter how you ask the questions, the answer is always the same. Yes you can! You can incorporate innovative strategies into your church ministrystrategies that will affect not only the way you do church but that will dramatically impact the lives of current church members and help you in reaching out to your community. In this refreshingly practically book, Andy Stanley and Ed Youngtwo of America's most innovative and effective church leadersdeliver twenty-four creative ministry tools that you can adapt and use to help your own church be all God intends it to be. The inspirational stories on North Point Community Church in Atlanta and the Fellowship Church in Dallas are stories of small church plants that have grown into churches with weekend attendance of nine and fifteen thousand. But the true success of these dynamic churches is not revealed in their big numbers but in the lives that have been forever changed by the life-giving message of Jesus. What you learn in the pages of this book will enable you to change the lives of those you serve -- forever.
Download or read book Demarketing written by Nigel Bradley and published by Routledge. This book was released on 2013-10-23 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: We all understand the basic principles underpinning marketing activity: to identify unfulfilled needs and desires and boost demand for the solutions a product is offering. The mantra is always "sell more". De-marketing tries for the very opposite. Why would a company actively try to decrease demand? There are many good reasons to do so: a firm cannot supply large enough quantities, or wants to limit supply to a region of narrow profit margin. Or, crucially, to discourage undesirable customers: those that could be bad for brand reputation, or in the case of the finance sector, high risk. De-marketing can yield effective solutions to these issues, effectively curtailing demand yet (crucially) not destroying it. Nevertheless, the fundamental negativity of de-marketing strategies often causes organisations to hide them from view and, as a result, they are rarely studied. This then is the first book to cast light on the secretive, counterintuitive world of de-marketing, deconstructing its mysteries and demonstrating how to incorporate them into a profit-driven marketing plan. A selection of thought leaders in strategic marketing mix theory with illustrative global cases, providing insight into how these strategies have been employed in practice and measuring their successes and failures. It’s a must-read for any student or researcher that wants to think differently about marketing.
Download or read book FCC Record written by United States. Federal Communications Commission and published by . This book was released on 2014-10 with total page 934 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Converted written by Neil Hoyne and published by Penguin. This book was released on 2022-02-22 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: • Understand the full value of each relationship • Engage in an ongoing conversation with your best customers • Ask the right questions so you can anticipate your customers’ needs • Find more great customers A real person is always on the other end of the transaction. Converted shows you how to win their hearts.
Download or read book Tourism Destination Marketing and Management written by Youcheng Wang and published by CABI. This book was released on 2011-03-01 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a comprehensive understanding of the concept and scope of the tourism industry in general and of destination marketing and management in particular. Taking an integrated and comprehensive approach, it focuses on both the macro and micro aspects of destination marketing and management. The book consists of 27 chapters presented in seven parts with the following themes: concept, scope and structure of destination marketing and management, destination planning and policy, consumer decision-making processes, destination marketing research, destination branding and positioning, destination product development and distribution, the role of emerging technologies in destination marketing, destination stakeholder management, destination safety, disaster and crisis management, destination competitiveness and sustainability, and challenges and opportunities for destination marketing and management. -- [Source inconnue].
Download or read book The Routledge Companion to the Future of Marketing written by Luiz Moutinho and published by Routledge. This book was released on 2014-01-10 with total page 698 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge. Selected Contents: Part 1: New Paradigms and Philosophical Insights Part 2: Contributions from other Scientific Fields Part 3: Reconnecting with Consumers and Markets Part 4: New Methodological Insights in Scholarly Research in the Field
Download or read book Leveraged Marketing Communications written by Taylor & Francis Group and published by Routledge. This book was released on 2021-05-31 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive book features recent works on Leveraged Marketing Communications (LMC)--an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.
Download or read book Image of Istanbul Impact of ECOC 2010 on the City Image written by Evinc Dogan and published by Transnational Press London. This book was released on 2016-07-31 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre décor while residents and visitors became the spectators. The images of Istanbul pile up in videos and posters to show the city in every aspect in which everything becomes mishmash and the message gets lost in the chaos. While Istanbul is depicted as a mystified city through Orientalist representations, this image of Istanbul moves between the opposite ends of the contrasting pairs, and in contestation. “Culture, defined as making sense of the world (Hall, 1997: 2), is an integral part of branding a place, which involves cultural exchange (Anholt, 2005: 140). Mega-events may be used as forms of advertising for city marketing and branding, where the signification is not only about production of meaning but also staging of the meaning. The cities hosting mega-events can be turned into the protagonists of the spectacle by showcasing their cultural products as well as cultural being. Thus, what staged there are the city, its image as well as the events. The mega-events are helpful to spread the word about the city, but the meaning is created also through imaging the city and positioning this image in the minds of the people.” CONTENT IntroductionChapter 1: Understanding and dissecting the city imageChapter 2. Marketing the city and the city imageChapter 3. Istanbul: European Capital of Culture 2010Chapter 4. Posters of Istanbul 2010Chapter 5. Istanbul in betweenConclusion
Download or read book Strategic Planning written by Peter J. Rea and published by John Wiley & Sons. This book was released on 1997-10-15 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Planning A Practical Guide Peter Rea, Ph.D., HaroldKerzner, Ph.D. In today's business world, now more than ever, theonly constant is change. With technology producing a steady streamof innovations, consumer preferences shifting rapidly, andworld-wide free trade increasing, successful managers face agrowing challenge to remain a step ahead of the future. Frombusiness students to corporate managers, anyone interested in thisdiscipline will find no resource more insightful and engaging thanStrategic Planning: A Practical Guide. From their extensiveexperience consulting with Fortune 500 companies, Rea and Kerznerhave succeeded in crafting the definitive introduction to strategicplanning and management policy and strategy--from the grass-rootsprinciples to the practical applications utilized by organizationstoday. Examining the integral roles of finance, marketing, learningcurves, research and development, inventory control, andmanufacturing techniques, Strategic Planning presents acomprehensive overview of the development and implementation ofcontemporary strategic planning models applicable to both small andlarge businesses. Rather than teaching complex, integrated theory,the authors offer a straight-forward approach to demonstratestrategic planning and management policy techniques. Withstep-by-step methods on how to apply relevant material, along withdiscussion questions, and problems designed to highlight thepractical application of particular issues, companies cansuccessfully formulate and implement strategic initiativesto: * Establish a clear direction for the future * Make decisions across levels and functions * Improve organizational performance * Build teamwork and expertise * Aid executives in thinking and behaving strategically * And more!
Download or read book The Routledge Handbook of Service Research Insights and Ideas written by Eileen Bridges and published by Routledge. This book was released on 2020-04-02 with total page 620 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Service Research Insights and Ideas offers authoritative coverage of current scholarship in the expanding discipline of service research. Original chapters from the world’s leading specialists in the discipline explore foundations and innovations in services, highlighting important issues relating to service providers, customers, and service design. The volume goes beyond previous publications by drawing together material from different functional areas, including marketing, human resource management, and service process design and operations. These topics are important in helping readers become knowledgeable about how different functional areas interact to create a successful customer experience. This book is ideal as a first port of call for postgraduate students desiring to get up to speed quickly in the services discipline. It is also a must-read for academics new to services who want to access cutting-edge research.
Download or read book Sports Law written by Patrick K. Thornton and published by Jones & Bartlett Publishers. This book was released on 2010-02-04 with total page 837 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sports Law looks at major court cases, statutes, and regulations that explore a variety of legal issues in the sports industry. The early chapters provide an overview of sports law in general terms and explore its impact on race, politics, religion, and everyday affairs. Later chapters address hot button issues such as gender equity, drug testing, and discrimination. Written from a sport management perspective, rather than from a lawyer’s, this text covers all the major areas presented in sports law today including: cases relating to torts, contracts, intellectual property, and agents. Factual scenarios throughout the text allow students to critically examine and apply sport management principles to legal issues facing the sports executive. Important Notice: The digital edition of this book is missing some of the images or content found in the physical edition.
Download or read book Place Reinvention written by Arvid Viken and published by Routledge. This book was released on 2016-04-08 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: Through an interdisciplinary range of case studies from across the Northern rim of Europe, this volume shows how place reinvention as a concept affects not only global cities but also marginal regions. Linking place reinvention to the economic, the symbolic and the political production of space, the volume puts forward insights into how 'marginal areas' understand their role in the global competition between places and regions through their branding strategies, playing with representations of the unique and the ordinary, urban and rural, reindustrialization and cultural economy. It also shows how and why some places seem to retain and strengthen their uniqueness, whilst others are losing their local distinctiveness in the struggle to survive.
Download or read book Guerrilla Marketing Volume 1 written by Jay Conrad Levinson and published by Morgan James Publishing. This book was released on 2021-10-05 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Guerrilla Marketers are unique, and they know it and promote it. Therefore, Jason Myers and Merrilee Kimble had to ask themselves: “How can we make this book unique?” After all, Guerrilla Marketing, since the original Guerrilla Marketing book was introduced by Jay Conrad Levinson in 1984, has supported and empowered entrepreneurs, small and medium sized businesses, solopreneurs, and people with ideas that they think can be a business. Where does it all begin? That’s a simple answer: with a strong foundation of Guerrilla Marketing. Jason and Merrilee spend the first section reviewing the strong foundational elements of Guerrilla Marketing and spend the remaining sections of Guerrilla Marketing sharing today’s Guerrilla Marketing tactics, tools, and tips. These are the Guerrilla Marketing resources that every business needs to succeed and generate profits. They also offer a FREE companion course to help entrepreneurs continue to build their rock-solid Guerrilla Marketing foundation. In the companion course, Jason and Merrilee dive deeper with video tutorials, exercises, and the tools entrepreneurs need to build that crucial foundation from which their Guerrilla Marketing success will be born. Guerrilla Marketing also contains 70+ free online tools for small businesses. Jason and Merrilee are continuing Jay Conrad Levison’s unconventional system of marketing. By understanding not only what marketing is but why it works, they give small and medium sized businesses (SMBs) the opportunity to think and grow big. When the power of one’s SMB is understood and what they can do with Guerrilla Marketing, it not only levels the playing field with competition, but it also tilts the playing field to their advantage.
Download or read book Marketing written by Michael R. Solomon and published by Pearson UK. This book was released on 2019 with total page 833 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students howmarketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. The 3rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what's happening in the world of marketing today. This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.
Download or read book Digital Marketing Expert Diploma Master s level City of London College of Economics 10 months 100 online self paced written by City of London College of Economics and published by City of London College of Economics. This book was released on with total page 2158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Overview In this course you will learn all you need to know to become a Digital Marketing Expert. As you surely know, Digital Marketing Specialists are in high demand and well paid. Content - Digital Marketing Strategy - Market Research - Crowdsourcing - Web Development and Design - Writing for the Web - Mobile Development - Email Marketing - Online Advertising - Affiliate Marketing - Search Engine Marketing - Search Engine Optimisation - PPC Advertising - And much more Duration 10 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.
Download or read book Integrated Marketing Communications in Football written by Argyro Elisavet Manoli and published by Routledge. This book was released on 2022-07-01 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book takes an important step forward in showing how Integrated Marketing Communications (IMC) have been applied within the English Premier League (EPL) – arguably the most commercialised and watched sport league in the world – and how it can and should be utilised in the context of other sports properties. Drawing on cutting-edge empirical research, the book offers a detailed view into the marketing communications practices of EPL clubs (such as brand management and communications alignment), the football clubs’ practitioners’ perspectives of IMC and the integration processes taking place within the clubs. It examines the key marketing communications practices that strategic IMC entails, including marketing strategies and goals, cross-functional communication, external communication management and brand management, and helps researchers and practitioners to understand how IMC can have the maximum positive impact on the brand of an organisation, by managing their content, channels, stakeholders and results. This book is fascinating reading for any researcher, advanced student or practitioner with an interest in sport management, the business of football, sport marketing or innovative approaches to marketing and business communications in other commercial spheres.
