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What is marketing? How is value created in the marketing process? How do I develop a marketing plan? How do I conduct market research? Is the Internet the best way for me to market my product or service, or is it a complementary distribution channel?
Introduction to Marketing 5e answers these and many other topical questions. This completely updated fi fth edition focuses on Consumer Behaviour, Market Segmentation, Target and Positioning, Integrated Marketing, Marketing, Internet Marketing and Services Marketing – information that is essential to any academic or professional working in the area of marketing.
Four-time New York Times bestselling author Gary Vaynerchuk offers new lessons and inspiration drawn from the experiences of dozens of influencers and entrepreneurs who rejected the predictable corporate path in favor of pursuing their dreams by building thriving businesses and extraordinary personal brands.
In his 2009 international bestseller Crush It, Gary insisted that a vibrant personal brand was crucial to entrepreneurial success, In Crushing It!, Gary explains why that’s even more true today, offering his unique perspective on what has changed and what principles remain timeless. He also shares stories from other entrepreneurs who have grown wealthier—and not just financially—than they ever imagined possible by following Crush It principles. The secret to their success (and Gary’s) has everything to do with their understanding of the social media platforms, and their willingness to do whatever it took to make these tools work to their utmost potential. That’s what Crushing It! teaches readers to do.
In this lively, practical, and inspiring book, Gary dissects every current major social media platform so that anyone, from a plumber to a professional ice skater, will know exactly how to amplify his or her personal brand on each. He offers both theoretical and tactical advice on how to become the biggest thing on old standbys like Twitter, Facebook, YouTube, Instagram, Pinterest, and Snapchat; podcast platforms like Spotify, Soundcloud, iHeartRadio, and iTunes; and other emerging platforms such as Musical.ly. For those with more experience, Crushing It! illuminates some little-known nuances and provides innovative tips and clever tweaks proven to enhance more common tried-and-true strategies.
Crushing It! is a state-of-the-art guide to building your own path to professional and financial success, but it’s not about getting rich. It’s a blueprint to living life on your own terms.
“We need to innovate!” - every CEO ever!
Innovation is not about changing your product, it’s about changing your mindset. It’s not about doing something new, it’s about stopping doing something old. This entire book rehashes these two lines in as many ways as ground-breaking (if you dropped him off a high platform wearing heavy shoes) business thinker Richard Mulholland was able to do in around 125 pages.
Changing the legacy mindset is not easy, but hot-damn, it’s worthwhile. Legacide, the book, hopes to do just that.
Understanding consumers and the way they behave is crucial to the success of any business. In these times of economic uncertainty and reduced customer expenditure, ensuring that the consumer's wants and needs are met, forms part of the strategic planning of all organisations - big or small. Consumers, by means of their buying behaviour, exert influence on businesses and compel them to act in certain ways. Understanding consumer behaviour is therefore imperative, as it provides information to businesses on how to plan their marketing activities and sustain themselves as commercially viable and useful entities.
Business-to-business marketing is the first B2B marketing book in South Africa written by local academics. Its content therefore includes material to which South African students of B2B marketing can relate more easily. This book is about businesses marketing their products and services to other businesses and covers concepts related to this environment. It gives valuable insights into business-to-business marketing management, as well as analysing B2B buying practices, supply chain management, the selection of business customers and the development of a B2B marketing strategy. It provides readers with an understanding of what B2B marketing is and how it differs from business-to-consumer (B2C) marketing. The book has a strong theoretical basis, while also exploring many case studies from a South African perspective.
The all-new Applied Marketing Cases is an engaging collection of case studies written by owners, entrepreneurs and corporates (from SMMEs to larger companies). They share their frustrations, successes and challenges on starting and running successful businesses. The stories are unique and inspiring to students, practitioners and would-be entrepreneurs.
Simple, relevant and practical, Applied Marketing Cases is a must-read for entrepreneurs and business students alike.
Prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful to current or future professionals at any stage of career development. This edition emphasizes how to use social media techniques, detailed in the book, to develop and maintain a strong personal brand. Helpful discussions also address a full range of online and offline elements you can use to create a viable personal branding strategy. You learn how to use graphical concepts to structure and strategize within what is otherwise a chaotic social media milieu. This edition summarizes many of today's best practices for marketing activities on social media platforms to assist you in functioning most effectively and dealing with the rapid change that is a hallmark of social media.
The Four Legs Of The Table is a master class in the balanced management style and system of 'the four legs' – Administration, merchandise, promotions / social responsibility, people – with the sovereign consumer on top of the table. It is a lesson on how to run a successful business based on consumer sovereignty and the principle that making money is the reward rather than the reason today.
Raymond Ackerman built his retail chain during and after apartheid, and he stands his ground on the question of ethics - he believes it is possible to hold to a set of business principles and still be financially successful, whatever the circumstances. In an age of corporate greed, The Four Legs Of The Table is a welcome antidote to some of capitalism's spectacular failures.
All royalties from The Four Legs Of The Table go to the Raymond Ackerman academy of entrepreneurial development. The Academy, endowed by the Ackerman family, is intended to enhance the career prospects of disadvantaged South African school–leavers.
Applied strategic marketing discusses the strategic role of marketing management in modern organisations. The focus is on how managers choose and manage the markets they serve, how they handle competition and what strategies they devise in order to build brand value and customer relationships. This book guides the reader through the different phases of the strategic planning process and provides a framework for designing and implementing a marketing plan. Building on the success of the third edition's chapters customer analysis, brand and relationship building strategies and measurements of marketing strategies, the revised fourth edition also deals with contemporary issues such as globalisation, sustainability and innovation. Applied strategic marketing in anchored in the South African environment and discusses the impact of global trends. This book offers great value to students and practitioners of strategic marketing.
The first 1 000 days of running your own business are a little like raising a child: it needs to be nurtured, fed, mollycoddled and disciplined if it is to survive and grow. No-one knows this more than Jess Mouneimne, a young entrepreneur and marketing agency owner plus mom-of-two.
Having established and run three successful SMEs, Jess has faced adversity, failure, betrayal and personal demons. But she has managed to beat them all and lived to tell the tale. A keen boxer, Jess likens business to a bout in the ring. You need to know how to roll with the punches, avoid those left hooks and above all, have someone in your corner to advise and encourage you throughout the fight. If you have your own small or medium enterprise, or if you are thinking about starting a new venture of this kind, then you need to read this book.
In her own inimitable, humorous way, Jess offers practical advice on:
This is not just another generic business book. Through Jess’s personal experience and stories, you will learn about establishing and running an SME specifically in the South African market. Just like the wealth of this country, the content of the book is gold-dust – it’s worth sifting through to find the invaluable nuggets that will enable you to find personal wealth and professional success.
Being Boss will teach you how to be just that – the head of your own company without going insane or broke in the process.
A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An introduction is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. This book has a strong focus on the principles of marketing, the importance and use of social media, and the integration of marketing principles with other business functions. The book is written in an accessible style and is presented in an easy-to-understand format which makes teaching and learning about the principles of marketing much simpler. Marketing: An introduction is written by authors with many years of experience in the field of marketing, who have published a number of books and articles on this subject.
Packed with real-world examples and business cases, ELECTRONIC COMMERCE, 11E continues to lead the market with its cutting-edge coverage of all things e-commerce.
Comprehensive coverage of emerging online business strategies, up-to-the-minute technologies, and the latest developments from the field equips readers with a solid understanding of the dynamics of this fast-paced industry.
The new edition offers thorough discussions of e-commerce growth in China and the developing world, social media and online marketing strategies, technology-enabled outsourcing, online payment processing systems, and much more. In addition, "Business Case Approaches" and "Learning From Failure" boxes highlight the experiences of actual companies to illustrate real-world practice in action.
The electronic age has brought many changes to the world of marketing and sales. More people are communicating in cyberspace to access more information about products, services and brands. New methods of selling and communicating with customers are invented virtually on a daily basis. And the extended use of social media is placing new demands on marketers, sales managers and sales practitioners around the world.
Despite this upheaval, retailers and marketers believe that personal selling — the age-old art of person-to-person communication between a salesperson and a prospective customer, is here to stay — although it should be adapted to incorporate technological developments.
In this fourth edition of Personal Selling, the authors outline the key steps in the selling process that lead to a successful sale, from prospecting for a sale to the follow-up once the sale has been completed. In addition, it explains the role and place of personal selling, the impact it has on the economy, and how it ties in with and supports marketing. The importance of communication in the act of selling, as well as different approaches and sales presentation methods, are explained and clarified, and a comprehensive discussion on how sales people should manage themselves and their time is included.
Teaching you how to use online tools to reach your customers. In today's increasingly digital world, marketing is going online. From companies to individuals, people are seeking new and creative ways to promote their products and themselves in the virtual realm. Websites, email and social media are reaching out to customers at home, in the office or on the move, and finding ways to engage with them. The virtual world has many benefits, but not everyone is familiar enough with digital channels to use them to maximum potential. This is where e-Marketing in the South African context comes into play. This comprehensive book focuses on the critical issues associated with e-marketing in the South African context. It is written in an easy-to-read and practical fashion that will help readers grasp the relevant technologies and concepts presented in the book. And it provides a strategic perspective as well as metrics to help achieve the goal of successful e-marketing.
Whether you work in a small or large firm, Fundamentals of e-marketing will provide you with what you need to know to take advantage of the ever-expanding e-marketspace. Key features: The context of marketing; websites as a marketing tool; banner advertising; search engine marketing; blogs; affiliate marketing; viral marketing; social media marketing; mobile marketing; e-marketing strategies.
Examine the latest developments in online business with cutting-edge coverage, real examples, actual business cases, and hands-on applications found in the market-leading ELECTRONIC COMMERCE, 12E. With comprehensive coverage of emerging strategies and today's most important technologies, this popular book equips you with a solid understanding of the dynamics of this fast-paced industry. The new edition offers thorough discussions of e-commerce growth in the rapidly-developing economies of China, India, and Brazil. You also examine key topics, such as social media and online marketing strategies, technology-enabled outsourcing, and online payment processing systems. New intriguing "Learning From Failure" segments help you draw important lessons from the experiences of actual companies as you review real-world e-commerce practices in action.
In the developed world, which is a mature market, many businesses are finding that opportunities for growth have declined. As a result, they are seeking growth opportunities in developing economies. Africa is an emerging market, with some countries outpacing developed nations in economic growth. It has the fastest growing population and an exploding middle class with more disposable income. The continent is open for business and has become an investment destination of choice.
Marketing in Africa covers the key aspects of marketing in non-traditional markets and explains important marketing concepts. The book is about understanding the lucrative African markets, including informal markets, and how to market to them.
Relationship Marketing has been written in a highly accessible way
to ensure clear understanding and ignite the reader's interest. The
author presents a critical overview of the subject to enable
students to engage with issues, and discuss and debate points
raised in the text. A wealth of case studies are included
throughout allowing students to see how the theory may be
transferred through to practice for example BMW Mini, Guiness and
Information and Communication Technology (ICT) is indispensable in the spheres of business, government, education and entertainment. It makes internet marketing, e-government, e-learning and online chat services possible, as well as e-commerce. Today, no business training is complete without covering at least the basics of e-commerce. But although e-commerce opens up new opportunities, it also presents threats and risks. The success of e-commerce hinges on security and trust. Every business manager should therefore have a fundamental awareness of the meaning of e-commerce and ICT security and risk management. The success of e-commerce also hinges on building relationships. Managing e-commerce in business (third edition) explores the ways in which entrepreneurs and managers can make use of e-commerce related aspects to improve their contact with their customers and enhance their business and marketing strategies.
International marketing combines foundational marketing theory and practice and illustrates the latest advances in international trade agreements and legislation with specific reference to the Southern African region. The text combines foundational international marketing theory with practical experience. International marketing is the only South African-based textbook written by a team of South African academics and practitioners.
For students, managers and senior executives studying Brand Management. Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
As an introduction to branding, Fundamentals of branding provides students with an overview of the building blocks of branding, which include: the influence of branding on marketing decisions; the role and place of branding in the organisation; the various elements of branding; packaging the brand; positioning the brand; planning, leveraging and extending the brand; evaluating the brand. The book contains a chapter with real-life branding case studies which illustrates the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.
To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real. In The Complete Guide to B2B Marketing, King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to: Systematically assess your context and customer, via personas, profiles, and other powerful techniques Choose among today's panoply of marketing options, tools, and techniques Build a more agile B2B marketing organization, and link its goals more tightly to strategy More accurately estimate marketing spend and ROI Systematically optimize demand generation and many other key functions Leverage higher-value approaches to web/mobile, SEO, and customer community-building Gain more value from corporate standards and your creative services vendors Discover what worked and what didn't, and use this knowledge to improve more quickly You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable - whatever your company's size, product, service, or industry.
When he was just twenty-three years old, Evan Spiegel, the brash CEO of the social network Snapchat, stunned the world when he and his co-founders walked away from a three-billion-dollar offer from Facebook: how could an app teenagers use to text dirty photos dream of a higher valuation? Was this hubris, or genius?
In How To Turn Down A Billion Dollars, Billy Gallagher takes us inside the rise of one of Silicon Valley’s hottest start-ups. Snapchat began as a late-night dorm room revelation before Spiegel went on to make a name for himself as a visionary C EO worth billions, linked to celebrities like Taylor Swift and his fiancée, Miranda Kerr.
A fellow Stanford undergrad and fraternity brother of the company’s founding trio, Billy Gallagher has covered Snapchat from the start. His inside account offers an entertaining trip through the excess and drama of the hazy early days with a professional insight into the challenges Snapchat faces as it transitions from a playful app to one of the tech industry’s preeminent public companies. In the tradition of great business narratives, How To Turn Down A Billion Dollars offers the definitive account of a company whose goal is no less than to remake the future of entertainment.
Marketing is not a function by itself or a task for just one person - its success depends on several activities in the marketing value chain. Understanding this value chain is important for companies to stay relevant, and crucial for seeing a return on their investment in marketing. Companies employ and interact with many members of the marketing value chain, and therefore need to be familiar with the relationships between each link in this chain. Marketing Value Chain is about understanding this value chain, where marketing fits into the chain, and what role marketers play within it.
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