Marketing

Pages: 976,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2016,
Cover: Hardback,
Dimensions: 216x278x40mm

The classic Marketing Management is an undisputed global best-seller - an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book - and adds: * A structure designed specifically to fit the way the course is taught in Europe. * Fresh European examples which make students feel at home. * The inclusion of the work of prominent European academics. * A focus on the digital challenges for marketers. * An emphasis on the importance of creative thinking and its contribution to marketing practice. * New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes.show more

Weight: 2.25 KG
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Pages: 224,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2015,
Cover: Paperback,
Dimensions: 136x204x16mm

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market - and stays there; position a follower so that it can occupy a niche not claimed by the leader; avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: use leading ad agency techniques to capture the biggest market share and become a household name; build your strategy around your competition's weaknesses; reposition a strong competitor and create a weak spot; use your present position to its best advantage; choose the best name for your product; determine when-and why-less is more; and analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.show more

Weight: 0.18 KG
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Pages: 606,
Specialty: Marketing,
Publisher: Wiley,
Publication Year: 2009,
Cover: Paperback,
Dimensions: 190x246x30mm

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand stories to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using non-traditional media to reach groups not locking into normal channels . This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. show more

Weight: 1.12 KG
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Pages: 760,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2016,
Cover: Paperback,
Dimensions: 195x241x27mm

This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations. With contributions from brand owners and their advertising agencies from around the world, the book provides a unique blend of the theory and practice of brand communications. Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing communications comes alive in this book as they share their expertise and experience. Its strong theoretical underpinning and selection of contemporary case studies makes this the definitive text for undergraduate and postgraduate students in marketing, marketing with psychology, advertising, business studies and other marketing-related programmes. It is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising.show more

Weight: 1.4 KG
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Pages: 648,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2015,
Cover: Paperback,
Dimensions: 197x264x24mm

The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.show more

Weight: 1.21 KG
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Pages: 896,
Specialty: Marketing,
Publisher: Oxford UP,
Publication Year: 2008,
Cover: Paperback,
Dimensions: 196x264x36mm

Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant. Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking. It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights. Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree. Online Resource Centre and DVD: For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching. For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers to help students test their own learning.show more

Weight: 1.9 KG
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Specialty: Marketing,
Publisher: McGraw-Hill,
Publication Year: 2004,
Cover: Mixed media product,
Dimensions: 198.12x248.92x27.94mm

This text emphasizes that media audiences can take more active roles as media consumers and have a deeper understanding of the influence the media have in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries.show more

Weight: 1.13 KG
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Pages: 290,
Specialty: Marketing,
Publisher: Dar Wael,
Publication Year: 2002,
Cover: Hardback

Weight: 0.67 KG
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Pages: 744,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2016,
Cover: Paperback,
Dimensions: 194x248x26mm

Albaum, Duerr & Josiassen, International Marketing and Export Management, 8e International Marketing and Export Management 8e offers an accessible state-of-the-art text in international marketing. The book covers the evolving internationally competitive landscape that almost all firms and consumers find themselves acting in today. Consumers because they often make consumption choices where there are international options, and firms because they either compete internationally or have international competitors in their domestic market. The eighth edition retains its clear and comprehensive coverage of the opportunities for companies of all sizes and in all industries in the export of goods, services, intellectual property and business models. Written in a no-nonsense style, the book has been updated to offer the most up-to-date discussion of the literature in the area. Key features include: * A thorough outline of the international environment that firms and consumers find themselves in. * In terms of critical literature this text makes extensive use of truly international marketing theories and models, rather than merely using generic marketing theories and models in an international context. * Comprehensive coverage of international consumer behaviour such as country-of-origin theories and models. * Increased coverage of the service sector. * Greater emphasis on corporate social responsibility and ethics. The book is ideal for undergraduate and postgraduate students taking modules in International Marketing, Export Marketing, International Trade or International Business. About the authors Gerald Albaum is Research Professor at the Robert O. Anderson Schools of Management, University of New Mexico, and Professor Emeritus of Marketing at the University of Oregon, USA. He is also Senior Research Fellow at the IC2 Institute, University of Texas, Austin, USA. He has been a visiting professor and scholar at universities in Canada, Denmark, New Zealand, Australia, Turkey, France, Finland and Hong Kong. Edwin Duerr is a Professor Emeritus of International Business at San Francisco State University, USA. He has been a visiting professor at universities in Japan, Brazil, Germany, Denmark, Sweden and the Netherlands, and has extensive consulting business around the globe. He is also Senior Editor of The Journal of International Business and Economy. Alexander Josiassen is Centre Director at the Department of Marketing, Copenhagen Business School, Denmark. Alexander is also a visiting professor at RMIT University, Australia. He has won several international awards for his research and teaching in the area of international marketing and management. Alexander is a frequent key note speaker at international conferences and consultant of major international corporations.show more

Weight: 1.23 KG
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