Book Description
Second edition
Marketing in a Nutshell 2
Author : Sheri Bridges
Publisher :
Page : 102 pages
File Size : 44,31 MB
Release : 2013-08
Category : Business & Economics
ISBN : 9780983415725
Marketing in a Nutshell
Author : Mike Meldrum
Publisher : Elsevier
Page : 305 pages
File Size : 31,83 MB
Release : 2007-03-08
Category : Business & Economics
ISBN : 0080468551
Book Description
Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors' marketing know-how and expert insights accessible to all. - Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice - Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques - Credible and expert marketing insights from leading marketing consultants especially for non-specialists
Blindsight
Author : Matt Johnson
Publisher : BenBella Books
Page : 243 pages
File Size : 42,34 MB
Release : 2020-05-19
Category : Business & Economics
ISBN : 1950665232
Book Description
Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.
Sustainable Marketing
Author : Donald A. Fuller
Publisher : SAGE Publications
Page : 409 pages
File Size : 31,3 MB
Release : 1999-02-02
Category : Business & Economics
ISBN : 1452221324
Book Description
Sustainable Marketing is structured around the traditional "4Ps" of marketing and explains how marketing mix decisions can and do influence environmental outcomes. Throughout the book, Donald A. Fuller advocates the conversion of consumption systems to a sustainable paradigm that represents a circular use of resources, not the linear approach (materials >products >consumption >disposal) that leads to the pollution of ecosystems. The bookâ²s running theme is that marketers can reinvent strategy and craft "win-win-win" solutions, where customers win (obtaining genuine benefits), organizations win (achieving financial objectives), and ecosystems win (ecosystem functioning is preserved or enhanced). The theme is vividly illustrated by 49 in-text exhibits of successful corporate environmental initiatives.
Unfair Competition Law
Author : Frauke Henning-Bodewig
Publisher : Kluwer Law International B.V.
Page : 274 pages
File Size : 39,36 MB
Release : 2006-01-01
Category : Law
ISBN : 9041123296
Book Description
The book delineates, with extraordinary clarity and precision, the working of unfair competition law throughout the European Union. Its four comprehensive chapters encompass: basic considerations of definition, subject matter, enforcement, and applicable law: international provisions under the Paris convention, TRIPS, and WIPO model law; analysis of relevant EC directives and regulations and ECJ jurisprudence; and extensive discussions of the national unfair competition laws of all 25 Member States. For each Member State, specific topics covered include such considerations as the following: sources of law; competition law in a nutshell; regulation of advertising; direct marketing; sales promotion; risk of confusion; disparagement, defamation; misappropriation, imitation; impediment of competitors; and breach of the law. The author also provides a selected bibliography of sources for each country. It would be difficult to find a more useful analysis of European Unfair Competition Law than this systematic study. It is practical, thorough, clarifying, and readable, all at the same time. The author untangles the most complex of apparent contradictions with impressive skill. Copies of this book will quickly take their places on the working shelves of interested practitioners, academics, and officials throughout Europe.
Marketing in a Nutshell 3
Author : Sheri Bridges
Publisher : Phandango
Page : 102 pages
File Size : 46,76 MB
Release : 2017-06-25
Category : Business & Economics
ISBN : 9780983415732
Book Description
Video Marketing For Dummies
Author : Kevin Daum
Publisher : John Wiley & Sons
Page : 24 pages
File Size : 19,11 MB
Release : 2012-05-08
Category : Business & Economics
ISBN : 1118188764
Book Description
A good marketing video can grab customers' attention and maybe even boost your profits. Get the expertise of four video marketing pros, for maximum return on video investment, so you can create a buzz-worthy video and reach the right audience.
Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing
Author : Will Leach
Publisher : Lioncrest Publishing
Page : 256 pages
File Size : 49,30 MB
Release : 2018-10-09
Category : Business & Economics
ISBN : 9781544512402
Book Description
Your nonconscious mind will filter out more than 99 percent of marketing you
Building Models for Marketing Decisions
Author : Peter S.H. Leeflang
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 12,26 MB
Release : 2013-06-29
Category : Business & Economics
ISBN : 146154050X
Book Description
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.
The End of Marketing
Author : Carlos Gil
Publisher : Kogan Page Publishers
Page : 241 pages
File Size : 12,83 MB
Release : 2019-10-03
Category : Business & Economics
ISBN : 0749497599
Book Description
WINNER: American Book Fest Best Book Awards 2020 - Marketing and Advertising category WINNER: NYC Big Book Award 2020 - Business: Small Business and Entrepreneurship category WINNER: BookAuthority Best New Book to Read in 2020 - Social Media Marketing category FINALIST: Business Book Awards 2020 - International Business Book category Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.
