Author : John O'Shaughnessy
Publisher : Routledge
Page : 765 pages
File Size : 19,79 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317646010
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Author : John O'Shaughnessy
Publisher : Allen & Unwin Australia
Page : 372 pages
File Size : 40,50 MB
Release : 1984-01-01
Category : Marketing
ISBN : 9780046582432
Author : Nigel Piercy
Publisher :
Page : 0 pages
File Size : 40,52 MB
Release : 2015
Category : Business & Economics
ISBN : 9781315764344
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company's exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.
Author : Geoffrey G. Jones
Publisher : Routledge
Page : 368 pages
File Size : 26,26 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317643828
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Author : Arnold K. Weinstein
Publisher : Routledge
Page : 219 pages
File Size : 45,89 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317638042
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.
Author : Nigel Piercy
Publisher : Routledge
Page : 284 pages
File Size : 46,76 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317654013
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company’s exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.
Author : Richard S. Tedlow
Publisher : Routledge
Page : 246 pages
File Size : 40,91 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317663004
This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over. This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics and business history. Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.
Author : John O'Shaughnessy
Publisher : Routledge
Page : 749 pages
File Size : 32,93 MB
Release : 1995-01-01
Category : Business & Economics
ISBN : 9780415093170
This book combines analytical depth and width of coverage to present a truly comprehensive review of the theory and practice of marketing in a competitive environment.
Author : David F. Midgley
Publisher : Routledge
Page : 297 pages
File Size : 43,37 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317657918
This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.
Author : The Economist
Publisher : The Economist
Page : 193 pages
File Size : 14,45 MB
Release : 2014-01-28
Category : Business & Economics
ISBN : 1610393988
The Economist: Marketing for Growth is a guide to how marketing can and should become a business's most important driver of growth. Marketers play a crucial role in generating revenue, and they can play an equally important role in how revenues translate into profit. They can help a company achieve growth by being smarter or more efficient than its competitors, and do so in a sustainable way. Marketers have their ear to the ground and therefore are often the first to pick up on changing customer needs and behavior, and the forces at play in markets. This informs the development and improvement of products, processes and standard of service. The book explores how to identify the most valuable customers, the most effective ways to drive revenue growth, and the best ways to improve profitability. It combines insight and practical guidance, and is supported by a wealth of hard data and anecdotal evidence from a wide range of business in Britain, America, Europe and Asia, including Amazon, China Mobile, Dove, Goldman Sachs, Haier, ING Direct, Lenovo, Mini, Procter & Gamble, Red Bull, Target, Twitter, Virgin and Zara.
