Download or read book Le Marketing Management written by Paul-Laurent Zaccarie and published by . This book was released on 1970 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing management written by Philip Kotler and published by . This book was released on 2017-05-05 with total page 877 pages. Available in PDF, EPUB and Kindle. Book excerpt: Découvrez la 15e édition du best-seller mondial du marketing ! L'accent est mis sur les trois bouleversements majeurs qui transforment les pratiques du marketing et les comportements de consommation : les nouvelles technologies, la mondialisation et la responsabilité sociale des entreprises. Entièrement revu, le plan reflète les réalités marketing les plus actuelles : - La partie 3 consacrée à la relation client intègre d'emblée la dimension internationale et la mondialisation. - La partie 4 est centrée sur l'élaboration d'une stratégie de marque avec la mise en oeuvre de la démarche STP (Segmenting, Targeting, Positioning). - La partie 5 regroupe l'étude de l'offre, y compris le développement des innovations, dans la perspective de création de valeur. - Un chapitre inédit est entièrement consacré à la communication digitale (marketing offline et sur mobile, médias sociaux...). - Et toujours un exposé parfaitement adapté au contexte français et européen. Marketing Management, 15e édition, c'est surtout le marketing tel qu'il est mis en oeuvre sur le terrain : - 70 mini-cas et 23 études de cas complètes illustrent les best practices de marques qui font désormais référence en matière de marketing (Facebook, Twitter, Dacia Logan, Amazon, Netflix, Apple, RedBull, L'Oréal, Google Glass, Free...). - De très nombreux secteurs sont étudiés et illustrés, en B-to-C comme B-to-B, depuis Harley Davidson, Louis Vuitton, Michel & Augustin et Canal+ jusqu'à Ideo, SFR, Autolib, Airbnb et les sites de rencontre en ligne... Une mise en pratique facilitée par de nombreux encadrés et de nombreuses activités : - En images et en couleurs, les dernières campagnes marquantes illustrées par plus de 150 photos. - Les résultats chiffrés des études les plus récentes. - Une vingtaine de "check-lists" pour faciliter la mémorisation. - Plus de 70 "zooms" pour approfondir les concepts. - Des exercices de réflexion et une étude de cas par chapitre. ... et en cadeau : 700 QCM autocorrectifs pour réviser ou vérifier ses connaissances !
Download or read book Marketing Management written by Alain Jolibert and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation. Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner. New to this edition: - New coverage of technology applications and developments and B2B marketing - Consistent focus on value creation throughout - More examples to illustrate theory - Enhanced pedagogy including long case studies and exercises in every chapter With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.
Download or read book Education and Research for Marketing and Quality Management in Libraries La formation et la recherche sur le marketing et la gestion de la qualit en biblioth que written by Réjean Savard and published by Walter de Gruyter. This book was released on 2013-02-07 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: The International Federation of Library Associations and Institutions (IFLA) is the leading international body representing the interests of library and information services and their users. It is the global voice of the information profession. The series IFLA Publications deals with many of the means through which libraries, information centres, and information professionals worldwide can formulate their goals, exert their influence as a group, protect their interests, and find solutions to global problems.
Download or read book Marketing Management and Communications in the Public Sector written by Martial Pasquier and published by Routledge. This book was released on 2012-03-12 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.
Download or read book Essentials of Marketing Management written by Geoffrey Lancaster and published by Routledge. This book was released on 2017-08-24 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.
Download or read book Aerospace Marketing Management written by Philippe Malaval and published by Springer Science & Business Media. This book was released on 2013-11-12 with total page 600 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents an overall picture of both B2B and B2C marketing strategies, concepts and tools, in the aeronautics sector. This is a significant update to an earlier book successfully published in the nineties which was released in Europe, China, and the USA. It addresses the most recent trends such as Social Marketing and the internet, Customer Orientation, Project Marketing and Con current Engineering, Coopetition, and Extended Enterprise. Aerospace Marketing Management is the first marketing handbook richly illustrated with executive and expert inputs as well as examples from parts suppliers, aircraft builders, airlines, helicopter manufacturers, aeronautics service providers, airports, defence and military companies, and industrial integrators (tier-1, tier-2). This book is designed as a ready reference for professionals and graduates from both Engineering and Business Schools.
Download or read book Marketing Management written by Luca M. Visconti and published by Routledge. This book was released on 2013-03-01 with total page 702 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives to better comprehend their relationships in markets. This book highlights the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution, among others. With global contributions grounded in the authors’ primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.
Download or read book Framework for Marketing Management Global Edition written by Philip Kotler and published by Pearson Higher Ed. This book was released on 2013-03-06 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: For graduate and undergraduate marketing management courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
Download or read book Marketing management written by Philip Kotler and published by Pearson. This book was released on 2009 with total page 900 pages. Available in PDF, EPUB and Kindle. Book excerpt: Toujours plus à jour : la communication de masse ou personnalisée (fini la distinction médial hors média !) ; les pratiques émergentes fondées sur les nouvelles technologies (marketing interactif, sur mobile...) ; le pouvoir accru des consommateurs et le marketing participatif ; la force des stratégies low colt dans le contexte de crise ; le rôle du marketing dans la responsabilité sociale de l'entreprise. Toujours plus pédagogique : une parfaite adaptation au contexte français et européen ; de multiples exemples réels et inédits (Vélib', Facebook, Naturalia, la Wii, Red Bull, Tata, Innocent, l'iPhone, Wikipédia, Xerox, etc.) ; en images et en couleurs, les dernières campagnes marquantes ; des exercices et une étude de cas dans chaque chapitre. Toujours plus innovante : Un CD-ROM avec : Inédit ! Les Flashcards, un outil de révision interactif des notions et définitions ; Des quiz d'autoévaluation (QCM, Vrai/Faux, questions de réflexion ou d'application) ; Un lexique français-anglais du marketing. Sur www.marketing-management.pearson.fr : Inédit ! Pearson Mytest, un formidable outil de création et de personnalisation de tests, avec une banque de 50 questions corrigées par chapitre. Inédit ! Des cas vidéos ; Les corrigés des exercices et études de cas du livre.[Source : 4e de couv.]
Download or read book The Global Marketing Management System written by Basil John Janavaras and published by Prentice Hall. This book was released on 1998 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Global Marketing Management System (GMMS) provides a comprehensive, systematic and integrative planning process designed to guide students and managers through the decision-making process of a company seeking global market opportunities.
Download or read book Market Driven Management written by Jean-Jacques Lambin and published by Bloomsbury Publishing. This book was released on 2012-07-19 with total page 676 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth. New to this edition: - Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn - Broad international perspective - Thoroughly revised to reflect the latest academic thinking and research With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.
Download or read book Marketing 5 0 written by Philip Kotler and published by John Wiley & Sons. This book was released on 2021-01-27 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.
Download or read book Marketing Management written by Johanne Brunet and published by . This book was released on 2017-06 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing Management in Action written by Victor P. Buell and published by . This book was released on 1966 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Fashion Marketing written by Caroline Le Bon and published by Business Expert Press. This book was released on 2014-10-10 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration and personal wellness). Fashion greatly influences public interest, media coverage, and product success. The global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products’ success while communicating and managing customers’ image? How can companies maintain customer loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers’ best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets.
