Marketing Management


Book Description

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.




Humanistic Management in Latin America


Book Description

Humanistic management has been part of a growing conversation about a different approach to management that contributes to dignity in the workplace and better organisations overall. The theoretical concepts have mostly derived from developed countries. This book seeks to redress the balance and looks at the development and application of the concepts, approaches and models of inequality, corruption, poverty, and uncertainty in the context of Latin America. The book provides a comprehensive overview of what is happening in Latin America in terms of Humanistic Management and the promotion of the Sustainable Development Goals. The first section describes the development of Humanistic Management by reviewing two different schools that have strongly influenced the discipline: the Montreal School and the Saint Gallen School. Humanistic Management is then presented as a model that can be used by scholars and practitioners in Latin America. The third part aims to explore how Humanistic Management has been, and could be, implemented across different organizations and business sectors in Latin America. Part four examines the implications of Humanistic Management for external stakeholders such as customers and consumers, suppliers, community, government, and universities. Finally, the conclusion provides new approaches to Humanistic Management for Latin America. Humanistic Management in Latin America will serve as a key reference and resource for teachers, researchers, students, experts and policy makers, who want to acquire a broad understanding of social responsibility and business across the world.




Marketing Management in the 21st Century


Book Description

This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager - not just the marketer - needs to know about developing marketing strategy and managing the marketing process.




Marketing in the Emerging Markets of Latin America


Book Description

Marketing in the Emerging Markets of Latin America provides a much needed analysis of business and marketing in Latin America. The book highlights the diverse characteristics of the Latin American business and marketing environment and the dynamic nature of regional and country markets. Addressing a broad variety of historical, political, economic, social, cultural and legal issues, the book offers unique insights into the enormous opportunities and challenges the region presents for implementing effective marketing strategies. The book is an extremely valuable resource for academics, practitioners and anyone interested in doing business in or with Latin America.




Global Marketing


Book Description

This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students′ learning ′Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field ′Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students




Conversations with Marketing Masters


Book Description

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great – and a glimpse of the marketing future. The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.







Global Marketing Management


Book Description

'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment.




Innovation and Entrepreneurship


Book Description

This book aims to meet the needs of education and training in modern techniques of innovation and entrepreneurship, and focuses on the detailed presentation of successful business practices. As today's global economic landscape is changing rapidly, the ability of businesses to introduce new products and services to the market faster than their competitors is perhaps their most distinct competitive advantage. This becomes obvious by the significant market share that the most innovative companies gain while increasing profitability. Extensive research in this field has demonstrated that companies that are constantly innovating normally double their profits compared to others. Moreover, establishing successful practices and policies of innovation management, through which ideas evolve from conception through evaluation to implementation and commercialization, become the basis for economic growth at the firm, industry, national, regional, and global levels. Taking Greece as an example, this volume identifies systemic weaknesses in development of new products, risk capital, patenting, broadband penetration, lifelong training, investment in research on the part of firms, high-tech exports, and employment in medium-high-technology manufacturing that place the country at the bottom of the European Union in economic performance and threaten its potential to achieve sustainable growth. To address these weaknesses in Greece and similar countries around the world, the authors present a comprehensive overview of the principles of innovation and entrepreneurship, with particular respect to their relationships to knowledge, learning, and creativity. Drawing from a strong theoretical foundation, and illustrated through in-depth case studies and examples from both private and public sectors, the authors present a framework for innovation management that integrates research, education, practical application, and policy. Specific topics include technology transfer, intellectual property rights management, the practice of knowledge management intellectual capital investment, business incubators, and Cooperation Research and Development Agreements (CRADAs).