Download or read book Fundamentals of Business Marketing Research written by David Alan Reid and published by Psychology Press. This book was released on 2004 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on Business Marketing: A Twenty Year Review, a thorough study of industrial/business research from 1978-1997 with critical commenta

Download or read book Digital Marketing Fundamentals written by Marjolein Visser and published by Routledge. This book was released on 2019-11-04 with total page 834 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html

Download or read book Fundamentals of Marketing written by Marilyn A Stone and published by Routledge. This book was released on 2007-01-24 with total page 616 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974

Download or read book The Fundamentals of Business to Business Sales Marketing written by John Coe and published by McGraw Hill Professional. This book was released on 2004 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Publisher Description

Download or read book Fundamentals of Airline Marketing written by Scott Ambrose and published by Routledge. This book was released on 2021-05-27 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitive global marketplace. Fundamentals of Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps—product, place, promotion, and price—in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience. Fundamentals of Airline Marketing: • is an accessible textbook on the fundamentals of marketing for commercial passenger air transportation; • chronicles the marketing innovations and controversies that have been central to the historic shift in airline fortunes; • demonstrates how airline decisions fit within the fundamentals of marketing and how the marketplace is continuing to evolve; • provides a bridge between key marketing principles and their specific application to the airline industry in each chapter. This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing.

Download or read book Content The Atomic Particle of Marketing written by Rebecca Lieb and published by Kogan Page Publishers. This book was released on 2017-06-03 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: DISTINGUISHED FAVOURITE: NYC Big Book Awards 2017 Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands. Written by a recognized industry thought leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to "owned" media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels. It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.

Download or read book The Fundamentals of Marketing written by Edward Russell and published by Bloomsbury Publishing. This book was released on 2017-11-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising. The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.

Download or read book Fundamentals of Business black and White written by Stephen J. Skripak and published by . This book was released on 2016-07-29 with total page 442 pages. Available in PDF, EPUB and Kindle. Book excerpt: (Black & White version) Fundamentals of Business was created for Virginia Tech's MGT 1104 Foundations of Business through a collaboration between the Pamplin College of Business and Virginia Tech Libraries. This book is freely available at: http://hdl.handle.net/10919/70961 It is licensed with a Creative Commons-NonCommercial ShareAlike 3.0 license.

Download or read book Marketing written by Dhruv Grewal and published by Irwin Professional Publishing. This book was released on 2009-01 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word Marketing, making it the most modern and forward thinking of all principles of marketing offerings. It seeks to apply the marketing concept. Marketing and its supplementary package was built from scratch by focusing on what the market wants. The motto, Marketing Creates Value permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics.

Download or read book R E D Marketing written by Greg Creed and published by HarperCollins Leadership. This book was released on 2021-06-08 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.

Download or read book The Fundamentals of Brand SERPs for Business written by Jason Barnard and published by Kalicube SAS. This book was released on 2022-01-11 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Google is key to managing the online presence of your business. Think of the Google search results for your brand name as a "digital business card"-the single most important online representation of your brand message. In The Fundamentals of Brand SERPs for Business, Jason Barnard uses exclusive insight from his business, Kalicube, to explain why Brand SERPs are a vital part of any digital marketing strategy. Google reflects the world's opinion of your brand, so learning how to tailor your Brand SERP elevates brand credibility, audience engagement, and overall success. With other brands leaving their online reputation to chance, now's the time to make your Brand SERP "sexy" and surpass the competition.

Download or read book Essentials of Marketing Research written by Kenneth E. Clow and published by SAGE. This book was released on 2013-01-09 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.

Download or read book Basic Marketing written by Mccarthy E. Jerome and published by McGraw-Hill/Irwin. This book was released on 1987-02-01 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Introducing Marketing written by John Burnett and published by State University of New York Oer Services. This book was released on 2018-07-11 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Integrated Marketing" boxes illustrate how companies apply principles.

Download or read book Marketing For Dummies written by Jeanette Maw McMurtry and published by John Wiley & Sons. This book was released on 2022-09-30 with total page 407 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pump up your business with the latest, greatest marketing techniques This updated edition of Marketing for Dummies will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more. You’ll discover what works, what doesn’t, and what is best for your business and budget. Learn the marketing and sales strategies that work in any economy Discover how to engage customers with trust and enthusiasm Understand post-pandemic changes in consumer attitudes Discover new tools and technologies for finding customers and inspiring loyalty Adapt your brand, pricing, and sales approach to make your business more valuable Avoid common marketing mistakes and learn how to measure the impact of your efforts In a post-pandemic, up or down economy, it’s harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins. For small to mid-size business owners and marketing professionals, Marketing For Dummies lets you harness the latest ideas to drive traffic, boost sales, and move your business forward.

Download or read book CIM Coursebook 03 04 Marketing Fundamentals written by Frank Withey and published by Routledge. This book was released on 2013-05-13 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts

Download or read book Marketing written by William M. Pride and published by South-Western Pub. This book was released on 2011-01-12 with total page 653 pages. Available in PDF, EPUB and Kindle. Book excerpt: Combines a thorough overview of essential marketing principles with a visually-engaging, reader-friendly presentation. This popular, proven text provides students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. You will find important topics drawn from the rapidly-changing world of modern business including social and environmental responsibility, sustainability, globalization, entrepreneurship, and marketing through transitional times.