Author : David Jobber
Publisher :
Page : pages
File Size : 47,34 MB
Release : 2006-02-01
Category :
ISBN : 9780077122287
Foundations of Marketing 2/e is a thorough, up-to-date and exciting introductory textbook that is ideal for students studying marketing for the first time. The book presents a solid grounding in the fundamentals of contemporary marketing, and is full of lively and recent examples of marketing designed to educate and inspire.
Author : John Fahy
Publisher : McGraw-Hill Europe
Page : 0 pages
File Size : 14,80 MB
Release : 2012
Category : Marketing
ISBN : 9780077137014
This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.
Author : John Fahy
Publisher : McGraw Hill
Page : 454 pages
File Size : 25,63 MB
Release : 2019-03-01
Category : Business & Economics
ISBN : 1526847353
Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy. Discover: How marketing adds value to customers and organizations How innovative brand positioning drives commercial success How new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels How marketing planning and strategy gives direction to an organization’s marketing effort and co-ordinates its activities. Key features: Marketing Spotlights showcase the marketing innovations of brands including Adidas, Crayola, Samsung and KFC. Marketing in Action boxes offer varied examples of real companies’ campaigns in the UK, Scandinavia, The Netherlands and internationally. Critical Marketing Perspective boxes encourage critical thinking of ethical debates to stimulate student discussion about socially responsible practice and encourage critical analysis of these issues. 12 brand new end of chapter Case Studies including Fjallraven, Primark, Uber and BrewDog give in-depth analysis of companies’ marketing strategies, with dedicated questions to provoke student enquiry. Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix.
Author : Allan J Kimmel
Publisher : Routledge
Page : 406 pages
File Size : 49,42 MB
Release : 2018-01-12
Category : Business & Economics
ISBN : 1315436078
This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them. The book provides comprehensive coverage of: Motivation: the human needs at the root of many consumer behaviors and marketing decisions. Perception: the nature of perceptual selection, attention, and organization and how they relate to the evolving marketing landscape. Decision making: how and under what circumstances it is possible to predict consumer choices, attitudes, and persuasion. Personality and lifestyle: how insight into consumer personality can be used to formulate marketing plans. Social behavior: the powerful role of social influence on consumption. Now featuring case studies throughout to highlight how psychological research can be applied in the marketplace, and insightful analysis of the role of digital media and new technologies, this award-winning textbook is required reading for anyone interested in this fascinating and evolving subject.
Author : Shelby D. Hunt
Publisher : Routledge
Page : 512 pages
File Size : 25,42 MB
Release : 2014-12-18
Category : Business & Economics
ISBN : 1317465148
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.
Author : D.G. Brian Jones
Publisher : Routledge
Page : 232 pages
File Size : 34,8 MB
Release : 2017-12-12
Category : Business & Economics
ISBN : 1317295951
The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an applied branch of economics. This book tells a different story describing the influence of the German Historical School on institutional economists and economic historians who pioneered the study of marketing in America and Britain during the late 19th and early 20th centuries. Drawing from archival materials at the University of Wisconsin, Harvard Business School, and the University of Birmingham, this book documents the early intellectual genealogy of marketing science and traces the ideas that early American and British economists borrowed from German scholars to study and teach marketing. Early marketing scholars both in America and Britain openly credited the German School, and its ideology based on social welfare and distributive justice was a strong motivation for many institutional economists who studied marketing in America, predating the modern macro-marketing school by many decades. Challenging many traditional beliefs, this book provides an authoritative new narrative of the origins of marketing thought. It will be of great interest to educators, scholars and advanced students with an interest in marketing theory and history, and in the history of economic thought.
Author : Jeff Larson
Publisher :
Page : 0 pages
File Size : 29,68 MB
Release : 2017
Category : Electronic commerce
ISBN : 9780998713816
Author : Shelby D. Hunt
Publisher : M.E. Sharpe
Page : 352 pages
File Size : 43,57 MB
Release : 2002
Category : Business & Economics
ISBN : 9780765609304
Shelby Hunt's revision of "Foundations of Marketing Theory" continues the tradition of the previous three by providing a clear framework for advancing marketing thought and research.
Author : Christian Gronroos
Publisher : Wiley
Page : 0 pages
File Size : 40,24 MB
Release : 2008-03-10
Category : Business & Economics
ISBN : 9780470061299
The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.
Author : Brenda G. Pitts
Publisher : Fitness Information Technology
Page : 0 pages
File Size : 35,11 MB
Release : 2013
Category : Sports
ISBN : 9781935412403
"Fundamentals of Sport Marketing" has long been the premier textbook in its field, and this updated, expanded fourth edition once again delivers superior content for aspiring sport marketers. As the most contemporary, comprehensive text of its kind, Fundamentals of Sport Marketing, 4th Edition, is a must-have resource for current data, trends, and concepts critical to success in the ever-changing world of sport. Students just beginning to explore their options in the sporting industry will gain a firm foundational understanding of sport marketing principles and strategies. As they explore the text, they will encounter a broad range of topics, including in-depth analyses of marketing mix components, media relations in sport, and use of licensing and logos in the sport industry. A brand-new chapter covers social media and its increasing impact on sport marketing. The authors, Dr Brenda Pitts and Dr David K Stotlar are internationally well-known experts in the sport industry. Their extensive experience both consulting and working in the field allows them to share their unique insights with the newest generation of sport marketers.
