Marketing

Pages: 238,
Specialty: Marketing,
Publisher: Taylor & Francis,
Publication Year: 2019,
Cover: Paperback,
Dimensions: 171x248x13.21mm

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology. show more

Weight: 0.47 KG
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Pages: 576,
Specialty: Marketing,
Publisher: Wiley,
Publication Year: 2006,
Cover: Paperback,
Dimensions: 195.6x256.5x30.5mm

In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes: A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value conceptNew coverage of electronic servicesMany 'Service Practice' boxes, featuring examples from all of the worldEnd of chapter review questions and practical assignmentsFull length cases at the end of the book with accompanying exercises "This is a welcome second edition, firmly establishing it as a leading international text on strategic services marketing. Though completely revised, it retains the unique focus of the original on care for the individual and the understanding, creation and delivery of value to customers, with the authors bringing their topic vividly to life through numerous international examples. Clearly written and logically structured, it will be an invaluable resource for services marketing and management courses at all levels." -Professor Graham Hooley, Aston Business School "An up-to-date, comprehensive and truly global treatment of services marketing management with new insights for every reader." -Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of Discovering the Soul of Service "This book is a very valuable addition to the services marketing literature. Its logical structure and clarity of expression will make it extremely appealing to students and lecturers." -Steve Oakes, University of Liverpool "This is a must for students, teachers and practitioners in services marketing." -Kjell Gronhaug, Norwegian School of Economics and Business Administration "This is an academically rigorous text with a strong European focus - excellent." -Jill Brown, Portsmouth Business School "Services Marketing Management: a comprehensive and completely up-to-date book based on an excellent combination of modern theory and actual practice." -Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main "This excellent textbook has got what it strongly deserved: a second edition. I particularly appreciate: the consequent focus on market and customer orientationthe integration of business-to-business servicesthe overarching HRM perspective andthe refined didactic approach not self-evident in other service management textbooks What a service for the reader!" -Bernd Gunter, Heinrich-Heine Universitat, Dusseldorf show more

Weight: 1.34 KG
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Pages: 800 ,
Specialty: Marketing,
Publisher: World Scientific Publishing Co Inc,
Publication Year: 2016,
Cover: Paperback

Weight: 1.5 KG
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Pages: 320,
Specialty: Marketing,
Publisher: Macmillan,
Publication Year: 2002,
Cover: Paperback,
Dimensions: 189x246mm

This text has been substantially updated to cover all the most recent developments in services marketing, such as technological advances, and to make sure that the case studies and examples are as relevant and current as possible. The case studies come from a wider range of countries and types of industries, to ensure that the text caters appropriately for the student market. The book offers a comprehensive set of pedagogical tools and, as well as the case studies, each chapter contains learning objectives and end-of-chapter discussion questions and case study questions. The text also has an accompanying web site with an instructor's manual and OHP slides.show more

Weight: 0.63 KG
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Pages: 248,
Specialty: Marketing,
Publisher: Taylor & Francis,
Publication Year: 2016,
Cover: Hardback,
Dimensions: 142x218x20mm

This book focuses on how everyday media such as Facebook, iTunes and Google can be understood in new ways for the 21st century through ideas of convergence. Key chapters explore the development of the internet, the rise of social media and the new opportunities for audiences to create, collaborate upon and share their own media.

Weight: 0.23 KG
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Pages: 288,
Specialty: Marketing,
Publisher: Wiley,
Publication Year: 2007,
Cover: Paperback,
Dimensions: 188x231.1x17.8mm

Strategic Market Relationships, 2nd Edition develops the reader's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic.* Continues to map relationships from strategy to implementation* Text more clearly divided into strategy and implementation parts* Continues to focus on close relationships and on the management of relationships* Continues with introductory case illustration and end of chapter teaching cases with many new ones* All chapter updated with new research since the last publication* Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development* New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships* New chapter on organizing relationships* New chapter on people and relationships* E-relationship chapter integrated into chapter on communication and dialogue in a relationship* New chapter on channel relationships* Chapter on relationship performance restructured around costs and value.* Ethics and researching relationships expanded in the conclusion chapter show more

Weight: 0.52 KG
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Pages: 744,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2013,
Cover: Paperback,
Dimensions: 216x274x24mm

For undergraduate and graduate marketing strategy courses. A comprehensive, practice-driven approach to developing decision-making skills in marketing. Decision-making in marketing is first and foremost, a skill. And since all skills are learned through practice, Strategic Marketing Problems: Cases and Comments balances the concepts and tools used for solving marketing problems with numerous case studies that challenge students to apply what they've learned. This edition features a new chapter on chapter on marketing channel and supply chain strategy and management and ten new cases.

Weight: 1.32 KG
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Pages: 315,
Specialty: Marketing,
Publisher: Pearson,
Publication Year: 2009,
Cover: Hardback,
Dimensions: 157.48x236.22x27.94mm

The global phenomenon that has sold 3.5 million copies, is published in a record-breaking 43 languages and is a bestseller across five continents--now updated and expanded with new content. This global bestseller, embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success. Now updated with fresh content from the authors, Blue Ocean Strategy argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), the authors argue that lasting success comes not from battling competitors but from creating "blue oceans"--untapped new market spaces ripe for growth. Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. This expanded edition includes: - A new preface by the authors: Help! My Ocean Is Turning Red- Updates on all cases and examples in the book, bringing their stories up to the present time- Two new chapters and an expanded third one--Alignment, Renewal, and Red Ocean Traps--that address the most pressing questions readers have asked over the past 10 years A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Consider this your guide to creating uncontested market space--and making the competition irrelevant. To learn more about the power of blue ocean strategy, visit blueoceanstrategy.com. There you'll find all the resources you need--from ideas in practice and cases from government and private industry, to teaching materials, mobile apps, real-time updates, and tips and tools to help you make your blue ocean journey a success.show more

Weight: 0.54 KG
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Pages: 288,
Specialty: Marketing,
Publisher: Wiley,
Publication Year: 2006,
Cover: Paperback,
Dimensions: 190x232x18mm

The Business Marketing Course is an important and insightful book that brings together the main theories and contributions of the Industrial Marketing and Purchasing Group in a student-friendly form. The book provides complete coverage of the role of business relationships and networks in domestic and international business - a topic that is now gaining widespread attention among researchers and practitioners and is a vital part of student learning. Professor Ian F. Wilkinson, School of Marketing, University of New South Wales, Australia The second edition of this fine book offers another step forward in terms of structure, coverage and significance. The thoughtful use of figures, tables, boxes and assignments provides further clarity for students. Professor Luis Araujo, Department of Marketing, Lancaster University, UK The new edition of this widely used business marketing text has been completely revised and rewritten. The Business Marketing Course provides a comprehensive insight into business marketing in a compact and accessible format that provides the ideal foundation for courses on business or industrial marketing. The new edition concentrates on the reality facing business marketers operating in complex and dynamic business networks. The book provides a structured approach to both technology and the development of the marketer s offerings as well as an expanded guide on how to analyse business networks and customers and how to develop marketing strategy. The book is essential reading for students who are studying business markets. It is also an excellent guide for all managers who would like a clearer understanding of the complexity of networks in which they operate. The book is still firmly based on the ideas of the IMP (Industrial Marketing and Purchasing) Group.It includes a new chapter on how marketers can work effectively with colleagues in other functional areas.The new edition is presented in a highly readable style with extensive use of examples and illustrations. Each chapter in the book concludes with a study assignment based on the authors own experience of teaching business marketing. show more

Weight: 0.56 KG
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