Download or read book Marketing Knowledge written by Dominic Twose and published by Lulu.com. This book was released on 2019-04-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dominic Twose was Global Head of Knowledge Management at Millward Brown (the world's foremost brand and advertising research consultant) for 15 years. During this time he had access to the world's largest brand and advertising databases and hundreds of case studies from around the world. This book draws together all the key learning over that period. In a world full of opinions, this draws conclusions based on evidence. Conclusions about how brands grow, and the role of advertising. Reviews "A very useful little book, full of practical wisdom and common sense. Keep it by your computer, and steal from it mercilessly. I know I will." - Les Binet, Head of Effectiveness, adam&eveDDB "There can be no doubt that what the world of marketing needs is a bit more knowledge and a bit less ignorance. This, therefore, is a very timely and well written book from Dominic." Mark Ritson, Brand Consultant

Download or read book The Roots and Uses of Marketing Knowledge written by Terry Smith and published by Walter de Gruyter GmbH & Co KG. This book was released on 2020-01-20 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In “The roots and uses of marketing knowledge: a critical inquiry into the theory and practice of marketing”, the author engages with the vital conversation about how marketing knowledge is created, disseminated and consumed, looking beyond the traditional reification of practice in theory and verification of theory in practice. The ontology of this work is anchored in subjective individual meaning; the epistemological stance assumes that this meaning is socially constructed. Consequently, rich empirical data, grounded in the context of experiential evidence, is extracted from a comprehensive range of marketing constituencies: academics, practitioners, managers, consultants, authors, lecturers and students. In its examination of the polarities, hybridity and iterative flow of marketing knowledge creation and consumption, this text posits a cohesive argument for a theory/practice bipartite fusion not dichotomy, adding valuable insights into the textual, contextual and pedagogical representations of marketing knowledge. The history and future of marketing knowledge is examined with the aid of instructive illustrations and insightful first-hand experience. Drawing on extensive qualitative research from a broad range of influential producers and vital consumers, Dr. Smith presents a relevant, exciting marketing knowledge framework which will be a vital resource for academics, students and practitioners.

Download or read book Marketing Knowledge Management written by Gabriele Troilo and published by Edward Elgar Publishing. This book was released on 2006 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gabriele Troilo explores the entire marketing knowledge management process from a unique perspective. He emphasises the fact that in today's markets, competitive advantage is achieved by companies which are knowledge-based and market oriented. The role of marketing in a knowledge-based company is also underlined: its purpose is to generate marketing knowledge, share it with other departments, and promote its use. As a consequence, the author argues, the marketing department is no longer simply responsible for functional activities, but rather must become a diffuser of knowledge dispersed within the organization. Marketing Knowledge Management describes the individual phases of the process in detail, exploring marketing knowledge emersion, marketing knowledge generation and marketing knowledge sharing and use. The tools required to effectively implement any single phase are also discussed. Emphasising that marketing should broaden its scope to encompass effective marketing knowledge management, this book will be invaluable to: students, researchers and academics with an interest in knowledge management and all areas of marketing (including organizational aspects, marketing in an information age and marketing information systems). Practising marketeers will also find that this book provides essential reading material.

Download or read book MARKETING MANAGEMENT written by J. Paul Peter and published by McGraw-Hill/Irwin. This book was released on 2008-10-03 with total page 808 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Management, 9/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students’ knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.

Download or read book Using Market Knowledge written by Rohit Deshpande and published by SAGE. This book was released on 2001 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can we use market knowledge effectively? What needs to be done to move from market knowledge to market insight? These and other questions of significance to marketers, researchers, and scholars alike are addressed in this timely volume. Drawing on a collection of outstanding papers from the prestigious Marketing Science Institute, Editor Rohit Desphande, has assembled, in a single source, the key research on market knowledge management and the best information available for new ideas on what's next. The contributing authors are scholars from leading business schools including Harvard, MIT, and Wharton. Using Market Knowledge is appropriate for students in advanced marketing courses, scholars and faculty interested in improving their understanding of knowledge management, and professionals in market research firms.

Download or read book Consumer Behavior Knowledge for Effective Sports and Event Marketing written by Lynn R. Kahle and published by Routledge. This book was released on 2011-01-07 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.

Download or read book The Guide to the Product Management and Marketing Body of Knowledge written by Greg Geracie and published by Aipmm. This book was released on 2013 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Setting the Standard for Product Management and Marketing Many of the leading voices in the product management profession collaborated closely with working product managers to develop The Guide to the Product Management and Marketing Body of Knowledge (the ProdBOK(r) Guide). This effort was enhanced by project management, user experience, and business analyst thought leaders who further defined and optimized several essential working relationships that improve product manager effectiveness. As a result of this groundbreaking collaboration within the product management community and across the adjoining professions, the ProdBOK Guide provides the most comprehensive view of product management and marketing as they apply to a wide range of goods and services. The resulting standard provides product managers with essential knowledge to improve the practice of product management and deliver organizational results. This edition of the ProdBOK Guide: Introduces a product management lifecycle for goods and services Encompasses and defines traditional product development processes such as waterfall, as well as newer approaches that fall under the Agile umbrella Illustrates the various inputs and outputs that product managers should consider at each phase of the product management lifecycle Highlights how to optimize the working relationship between product management professionals and our counterparts in the project, program, portfolio management, user experience, and business analyst communities Describes essential tools that product managers should be aware of and utilize as they work to create value for their Organizations The ProdBOK Guide represents an industry-wide effort to establish a standard for the practice of product management. The book was sponsored by the Association of International Product Marketing and Management (AIPMM). Founded in 1998, AIPMM aims to help professionals like you attain a higher level of knowledge and enhance the results you bring to your organizations every day. About the Authors Greg Geracie is a recognized product management thought leader and the president of Actuation Consulting, a global provider of product management training, consulting, and advisory services to some of the world's most well-known organizations. Greg is the author of the global best seller Take Charge Product Management and led the development of the ProdBOK Guide as editor-in-chief. He is also an adjunct professor at DePaul University in Chicago, Illinois. Steven D. Eppinger is professor of management science and innovation at the Massachusetts Institute of Technology (MIT) Sloan School of Management. Professor Eppinger teaches MIT's executive programs in product development and complex project management. He has co-authored a leading textbook, Product Design and Development (5th edition, 2012, McGraw-Hill), which is used by hundreds of universities around the worl

Download or read book Knowledge Based Marketing written by Ian Chaston and published by SAGE. This book was released on 2004-04-07 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years even governments around the world are beginning to understand that knowledge is a critical contributor to stimulating the rapid growth of entire economies. It is argued that in a modern economy, knowledge is the most important resource within the companies based within any country. The advent of the Internet and automated e-business systems has provided an important catalyst for firms wishing to exploit the benefits of using knowledge to support their electronic trading activities. The vast majority of texts on knowledge management tend to focus on the information technology aspects of managing the concept. Although management of technology is critical, there is an equally important need for the provision of materials describing how knowledge can be utilized in the execution of functional management tasks. In view of this situation, the goal of this text is to show readers how to comprehend that knowledge can be utilized to underpin and enhance the marketing management function within organizations. The concept is presented by drawing upon various published sources and by the use of case materials to illustrate knowledge management in practice. Coverage includes; an introduction to the concept of knowledge management; the evolving pathway of marketing; how e-business is radically altering the execution of the marketing task; how firms can map external knowledge sources; the competencies that determine performance, alternative marketing positions; planning techniques; how knowledge informs product innovation; the effective execution of promotions; alternative options for exploiting knowledge to optimize pricing and distribution decisions; the role that knowledge management plays in service marketing strategies; and, the recognized problems associated with accelerating the use of knowledge within the marketing process.

Download or read book Introduction to Innovation in Marketing written by and published by Cybellium . This book was released on with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com

Download or read book A Normative Theory of Marketing Practice written by Jagdish Sheth and published by Marketing Classics Press. This book was released on 2011-05-15 with total page 15 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing for Nonprofit Organizations written by Stacy Landreth Grau and published by Oxford University Press. This book was released on 2021-01-01 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Successful nonprofit marketing can capture the attention of donors, volunteers, legislators, and service consumers. Recognition like this can lead to a successful organization for years to come. The second edition of Marketing for Nonprofit Organizations provides various strategies to build upon when marketing for nonprofit and social impact organizations. Stacy Landreth Grau integrates research-based insights and practice-based innovation with a comprehensive introduction to the basics of marketing for small- and medium-sized organizations. She breaks the academic research into understandable and digestible points within her chapters, making this a great primer for nonprofit professionals and anyone interested in working for or starting a nonprofit. The book provides readers with an indispensable overview of marketing. This new edition highlights new and innovative organizations and how they are using methods new to the field. Grau explains the fundamentals of marketing for nonprofits. It is an ideal resource for courses in both business schools and social work programs, as well as nonprofit managers who are ready to explore new and innovative ways to support their organization. Upon finishing this book, readers will know how to integrate important aspects of marketing into the fabric of an organization's mission, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation.

Download or read book Marketing Theory written by Michael J Baker and published by SAGE. This book was released on 2010-03-18 with total page 450 pages. Available in PDF, EPUB and Kindle. Book excerpt: Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings

Download or read book Rethinking Marketing written by Douglas Brownlie and published by SAGE. This book was released on 1999-03-23 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: `This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar

Download or read book Marketing Management Support Systems written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing management support systems are designed to make marketing managers more effective decision makers in this electronic era. Developments in information technology have caused a marketing data explosion, but have also provided a powerful set of tools that can transform this data into applicable marketing knowledge. Consequently, companies are making major investments in such marketing decision aids. This book is the first comprehensive, systematic textbook on marketing management support systems. The basic issue is the question of how to determine the most effective type of support for a given marketing decision maker in a particular decision situation. The book takes a demand-oriented approach. Decision aids for marketing managers can only be effective if they match with the thinking and reasoning process of the decision makers who use them. Consequently, the important questions addressed in this book are: how do marketing managers make decisions; how can marketing management support systems help to overcome several (cognitive) limitations of human decision makers; and what is the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?

Download or read book Marketing Metrics and Financial Performance written by Donald R. Lehmann and published by . This book was released on 2006-01-01 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Innovation and Marketing in the Pharmaceutical Industry written by Min Ding and published by Springer Science & Business Media. This book was released on 2013-10-31 with total page 763 pages. Available in PDF, EPUB and Kindle. Book excerpt: The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.

Download or read book Marketing Theory written by Shelby D. Hunt and published by Routledge. This book was released on 2014-12-18 with total page 619 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.