Download or read book The Interaction Between Advertising and Personal Selling written by William Rigby Swinyard and published by . This book was released on 1976 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Download or read book PRINCIPLES OF MARKETING SECOND EDITION written by KAPOOR, NEERU and published by PHI Learning Pvt. Ltd.. This book was released on 2021-10-25 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book, designed for the undergraduate and postgraduate courses of commerce, arts and management offered at various universities including the University of Delhi helps students understanding the basics of marketing, which is the fundamental activity for every business these days. An effort has been made to present the information in the most simplified manner so that each and every student should be able to grasp the concepts easily. The book thoroughly covers a wide range of topics and issues, such as, the concept, nature, importance, limitations and evolution of marketing. The concept of marketing-mix, marketing environment, consumer buying behaviour, market segmentation, product, price, place and promotion decisions are well explained. Focus is also laid on discussing the new emerging concepts, such as, retailing, rural marketing, green marketing, customer relationship marketing, digital marketing and consumerism. The unique features of the book are: • Includes learning outcomes to make the students aware of what they will take away after reading the chapter. • Use of illustrations and diagrams for better understanding and grasping of the concepts. • Incorporates latest developments in the field of marketing from the corporate world to relate theory to practical knowledge. • Provides, 'Things to Remember' at the end of each chapter for a quick review of important topics. • Gives chapter-end short- and long-answer questions to give students an opportunity to test their understanding of the subject and application in the real world. TARGET AUDIENCE • BBA/BCom/BA • MCom • MBA
Download or read book Fundamentals of Marketing written by Geraldine McKay and published by Goodfellow Publishers Ltd. This book was released on 2018-03-06 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society.
Download or read book The Marketing Book written by Michael John Baker and published by Routledge. This book was released on 2008 with total page 684 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taking into account the emergence of new subjects and authorities, the editors have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.
Download or read book EBOOK Marketing The Core written by KERIN and published by McGraw Hill. This book was released on 2017-01-26 with total page 608 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Marketing: The Core
Download or read book The Routledge Companion to Strategic Marketing written by Bodo B. Schlegelmilch and published by Routledge. This book was released on 2020-11-24 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.
Download or read book Marketing Management written by F. Lao and published by Rex Bookstore, Inc.. This book was released on 1998 with total page 554 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Business Studies for Class 12 CBSE NCERT Solved Examination 2023 2024 By Poonam Gandhi written by Poonam Gandhi and published by VK Global Publications. This book was released on with total page 657 pages. Available in PDF, EPUB and Kindle. Book excerpt: Key Highlights of the book: Updated and revised as per the latest CBSE syllabus. Solved CBSE Sample Paper 2023 has been attached at the end of the textbook. Examination Questions (Previous year questions)released by the CBSE board have been included within the chapter. Flow charts and examples have been provided wherever necessary. At the end of each chapter, questions asked in the last 9 years’ Board Exams are given to help students prepare alongside. The Main Features of the book are: Each chapter begins with the learning objectives. After every topic, Objective Type Questions and Case Studies are given based on the latest CBSE Sample Paper. (Hints of their answers are given at the end of each chapter.) Keywords of each topic are given at the end of each topic, to help students solve case studies. A flow chart of each is given at the end to recap the topics covered in that chapter. Quick revision is given to revise all the topics in a short time. At the end of each chapter, questions asked in the last 9 years' Board Exam are given, so that the students get an idea of the types of questions expected from the chapter.(Hints of answers to these questions are also given). Case Studies are framed as per the NCERT. The language is very simple and the style is examination oriented. The subject is presented in a self-explanatory manner, so that students may find it easy to understand. Topics are explained in points, so that students may find it easy to learn and understand. Charts and diagrams are drawn after every topic.
Download or read book The SAGE Handbook of Social Marketing written by Gerard Hastings and published by SAGE. This book was released on 2011-11-15 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.
Download or read book Marketing Information Guide written by and published by . This book was released on 1971 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing Communications written by Lynne Eagle and published by Routledge. This book was released on 2020-09-22 with total page 515 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers’ strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors’ guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.
Download or read book Fundamentals of Marketing For B Com Sem 4 According to NEP 2020 written by R.C. Agarwal and published by SBPD Publishing House. This book was released on 2023-04-27 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Table of Content:- 1. Marketing : Meaning (Micro and Macro Meaning), Nature, Scope and Importance 2. Marketing Concept 3. The Concept of Marketing Mix 4. Marketing Environment 5. Consumer Behaviour 6. Market Segmentation and Positioning 7. Product 8. Product Identification–Brand, Trademark, Packaging and Labelling 9. Product Life-Cycle 10. New Product Development 11. Pricing Decisions 12. Promotion Decisions 13. Personal Selling 14. Advertisement Management 15. Sales Promotion 16. Channels of Distribution 17. Wholesaler or Wholesale Distribution Management 18. Retail Distribution Management 19. Physical Distribution Management 20. Recent Development in Marketing. More Information:- The authors of this book are R.C. Agarwal & Dr. N. S. Kothari.
Download or read book Marketing Decisions Under Uncertainty written by Dung Nguyen and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Remarkable advance in quantitative marketing research in the last two decades, incorporating applied microeconomic theories, operations research and management applications, has brought the field of marketing alongside with finance, accounting and productionto within an executive'sreach for a sophisticatedtoolbox for decision making in an increasingly competitive and complex business environment. A quick look at Marketing, a recently published book edited by Eliashberg and Lilien would indicate even to the casual reader the extent of such methodological progress made by marketing scholars. Even in such an impressive and nearly exhaustive collection oftopics, with the notable exception pointed out by the editors of applicationsofthe scanner data, and in spite of the reference to it, an important omission is related to the issues ofmarketing decisions under conditions ofuncertainty. It is fairly obvious to the marketing executive and academician alike to recognize the important role uncertaintyplays in marketingdecisions such as pricing, promotion, advertising, sales force management, and others. The major purpose of this study is to address certain major marketing decision variables within the general context of an uncertain environment. While there have been significant progresses in analyzing marketing behaviors in a stochastic environment,the sourcesscatteramong differentmanagementandmarketingjoumals; and to the extent that these issues are addressed at all, they have aimed mainly at each separate, specifictopic at a time. Thus, our effort to bring these studies together in the same framework should facilitate our in-depth analysis of these important phenomena.
