Author : Andrew MacLaren
Publisher : Goodfellow Publishers Ltd
Page : 246 pages
File Size : 18,26 MB
Release : 2017-08-20
Category : Business & Economics
ISBN : 191139620X
Marketing Perspectives develops beyond the core concepts of marketing to introduce important points of view on contemporary marketing.This book also offers some interesting and useful perspectives on marketing that aren't so often covered, for example managing a marketing budget and an historical perspective on marketing.
Author : Nripendra P. Rana
Publisher : Springer Nature
Page : 337 pages
File Size : 15,15 MB
Release : 2019-11-11
Category : Business & Economics
ISBN : 3030243745
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Merlin Stone
Publisher : Kogan Page Publishers
Page : 244 pages
File Size : 38,12 MB
Release : 2000
Category : Business & Economics
ISBN : 9780749427009
Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.
Author : Ashok ShripadraoKurkoti
Publisher : Archers & Elevators Publishing House
Page : pages
File Size : 22,22 MB
Release :
Category : Antiques & Collectibles
ISBN : 9385640631
Author : James Seligman
Publisher : Lulu.com
Page : 264 pages
File Size : 19,80 MB
Release : 2018-09-19
Category : Business & Economics
ISBN : 0244417474
Organizations that want to deliver required outcomes can do so by shifting gears from traditional 'command and control tactics', to a more collaborative way of working with customer interactions, ensuring relevant skills and capabilities are made available. By investing in technology, organizations that support the customer experience can provide accurate forecasting, customer in sight, and the skills and capabilities regardless of their location and time zone. Processes that span the back office to the front office should provide real time insight into the interpersonal experience journeys and enable co-creation of goods and services.
Author : Neil Richardson
Publisher : Kogan Page Publishers
Page : 256 pages
File Size : 40,84 MB
Release : 2015-02-03
Category : Business & Economics
ISBN : 0749472103
Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness. Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.
Author : Thorsten Hennig-Thurau
Publisher : Springer Science & Business Media
Page : 454 pages
File Size : 23,6 MB
Release : 2013-06-29
Category : Business & Economics
ISBN : 3662097451
Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS
Author : Rick Boulware
Publisher : Infobase Publishing
Page : 529 pages
File Size : 47,10 MB
Release : 2014-05-14
Category : Business & Economics
ISBN : 1438109865
Buying, selling, budgeting, and saving are fundamental business practices that almost everyone understands on a basic level.
Author : John J. Murphy
Publisher : John Wiley & Sons
Page : 416 pages
File Size : 11,96 MB
Release : 2005-11-18
Category : Business & Economics
ISBN : 0470016345
A company exists to make profit, and everything it does is a step towards that goal. Many firms are trying to get closer to their customers, but few realise how crucial this is to corporate value. Indeed, the long-term value of a company is perhaps best described as the sum of future profits from customers, discounted to a present value. Tackling two hot topics in business - CRM and corporate value - and based on a study undertaken by the Customer Management Leadership Group, John Murphy's new book links customer management directly to company profitability for the first time. By implementing its Customer Management Integration Framework, a company can see cash flows for each customer relationship, and use that information to effectively manage key customers for higher and more resilient levels of profitability.
Author : Jim Blythe
Publisher : SAGE
Page : 154 pages
File Size : 13,74 MB
Release : 2006-10-18
Category : Business & Economics
ISBN : 1847878903
Studying Marketing is packed full of lively debate and funny anecdotes covering topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven′t heard about in their lectures. Conceived by Chris Grey as an antidote to conventional textbooks, each book in the ‘Very Short, Fairly Interesting and Reasonably Cheap’ series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way. Suitable for Marketing students at Undergraduate and Postgraduate level. Along with professionals involved in marketing and anyone interested in how marketing works.
