Author by: Anders Parment Language: en Publisher by: Pearson Higher Ed Format Available: PDF, ePub, Mobi Total Read: 44 Total Download: 620 File Size: 54,9 Mb Description: Principles of Marketing Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This, the second Scandinavian edition, is true to Kotler and Armstrong’s classic conceptual framework, which has proved itself an exceptional introduction to marketing and has been used by millions of students all over the world. Principles of Marketing book outlines and discusses concepts and ideas that help students and practitioners develop an effective marketing strategy for today’s markets. Cases and examples are written to reflect current best practice in Scandinavian and European companies. The book describes and explains how these companies deal with challenges in domestic and international markets.
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Set within a Scandinavian context, the text is nonetheless global in scope and thus very relevant for modern marketers. Author by: Anders Parment Language: en Publisher by: Routledge Format Available: PDF, ePub, Mobi Total Read: 26 Total Download: 128 File Size: 47,5 Mb Description: Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred—thus the consumer and labor markets converge in some critical dimensions. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author’s experiences from hundreds of organizations where he has been involved as a consultant – offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.
CLEP® Principles of Marketing: At a Glance 5. A statement most consistent with the philosophy of the marketing concept would say that the key to success is (A) innovative product development (B) a persuasive sales force (C) an experienced team of marketing managers (D) customer satisfaction (E) minimization 6. Principles teaches the experience and process of actually doing marketingof Marketing —not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today’s environment: 1. Service-dominant logic—This textbook employs the term “offering” instead of the more traditional first P.
Author by: Nigel Bradley Language: en Publisher by: Routledge Format Available: PDF, ePub, Mobi Total Read: 43 Total Download: 243 File Size: 41,6 Mb Description: We all understand the basic principles underpinning marketing activity: to identify unfulfilled needs and desires and boost demand for the solutions a product is offering. The mantra is always 'sell more'. De-marketing tries for the very opposite.
Why would a company actively try to decrease demand? There are many good reasons to do so: a firm cannot supply large enough quantities, or wants to limit supply to a region of narrow profit margin. Or, crucially, to discourage undesirable customers: those that could be bad for brand reputation, or in the case of the finance sector, high risk. De-marketing can yield effective solutions to these issues, effectively curtailing demand yet (crucially) not destroying it.
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Nevertheless, the fundamental negativity of de-marketing strategies often causes organisations to hide them from view and, as a result, they are rarely studied. This then is the first book to cast light on the secretive, counterintuitive world of de-marketing, deconstructing its mysteries and demonstrating how to incorporate them into a profit-driven marketing plan. A selection of thought leaders in strategic marketing mix theory with illustrative global cases, providing insight into how these strategies have been employed in practice and measuring their successes and failures. It’s a must-read for any student or researcher that wants to think differently about marketing. Author by: Fred Selnes Language: en Publisher by: Akademika Pub Format Available: PDF, ePub, Mobi Total Read: 45 Total Download: 903 File Size: 41,5 Mb Description: This book provides a new framework for the fundamental principles in marketing management. The guiding principle is that marketing management entails holistic management of the factors companies employ to help form the customer preferences and that these factors are interrelated and interdependent.
This perspective constitutes a sharp departure from marketing-mix as an organising framework for marketing management - the fundamental principle in most contemporary marketing management textbooks. The holistic framework this book presents explicitly acknowledges that customer relationships and brands create value beyond the value of the products, and that these values are created across a portfolio of products. The book is primarily written for bachelor students of marketing. It will also prove useful for executive marketing managers, however, by virtue of its provision of a holistic framework for marketing management. Author by: Pauline Maclaran Language: en Publisher by: Routledge Format Available: PDF, ePub, Mobi Total Read: 28 Total Download: 273 File Size: 40,7 Mb Description: Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject.
This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities. In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides: The latest knowledge based on a series of major seminars in the field The insights of a leading team of international contributors with an interdisciplinary perspective. A clear map of the domain of critical marketing A rigorous analysis of the implications for future thinking and research. For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject. Author by: John Richardson Language: en Publisher by: Format Available: PDF, ePub, Mobi Total Read: 82 Total Download: 316 File Size: 47,7 Mb Description: This work describes marketing principles and techniques in the context of Australian travel and tourism.
It provides a broad picture of how Australian organizations, large or small, plan and carry out their marketing operations. Designed for the 1990s, a time of rapid change brought about by technology, globalization, concerns about the sustainability of travel and tourism, and the profitablility of the businesses which service it, the book aims to recognize the breadth of the Australian travel and tourism industry and the problems and opportunities that marketers in the industry face.