By the 1930s, banks in America had transformed themselves from passive responders to aggressive seekers of business, converting toward a market orientation by developments in service philosophy, segmentation of customers, and by transformation of staff. Bankers focused on building confidence among the populace, increasing transaction speed, and increasing security of operations. They also developed special marketing mixes based on gender, age, and affinity groups. They were also aware of the need to develop a positive spirit among the bank staff to increase productivity and to create better customer relations.

Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context. Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives. This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.

"Successful Marketing Communications" is a comprehensive, introductory text that takes a practical approach to the subject of marketing communications. For students who need to gain a practical insight into promotional planning and implementation, this text covers all of the marketing communications content from certificate to advanced level. The text not only prepares students for the increasingly higher levels of CIM examinations, but also allows practitioners without expertise in this area to develop their own planning skills Written in plain English and with web references throughout - containing the most up-to-date resources and examples - the text offers practical insights into how to successfully find, brief and manage marketing communications service providers.

This multi-volume set gathers together the most important articles and essays to contribute to the development of the marketing phenomenon. The most comprehensive reference and research tool of its kind, it includes over 160 articles, combining the best of both the American and European literature and covering a period of more than 70 years.
Compiled by experts in marketing theory and practice, this set allows access to all those key articles only available otherwise in specialist libraries and institutions. The material is arranged thematically, with a thorough index and a new introduction to the set that places the material in a contemporary context.
Critical Perspectives in Marketing is the one-stop resource for both academics and practitioners.

A practical guide for inexperienced marketers who have to develop a marketing strategy

With technology being built into products of all kinds, many businesses are hiring scientists, engineers, and designers to fulfill strategic marketing and product management roles. "The Accidental Marketer" is a practical guide for employees who are now responsible for developing strategy. These marketers will be able to immediately and successfully apply the ten tools featured in the book to create powerful strategies that increase sales and profits for any product in any industry.Explains how great marketers uncover insights about customers that competitors miss and use new insights to create a range of strategic options for their marketing plansShows how the best marketers execute their strategies through developing innovative branding and communication plans and value propositions

"The Accidental Marketer" allows any inexperienced marketer to step into a new role and develop an effective strategy.

Like any other subject, the study of religion is a child of its time. Shaped and forged over the course of the twentieth century, it has reflected the interests and political situation of the world at the time. As the twenty-first century unfolds, it is undergoing a major transition along with religion itself. This volume showcases new work and new approaches to religion which work across boundaries of religious tradition, academic discipline and region. The influence of globalizing processes has been evident in social and cultural networking by way of new media like the internet, in the extensive power of global capitalism and in the increasing influence of international bodies and legal instruments. Religion has been changing and adapting too. This handbook offers fresh insights on the dynamic reality of religion in global societies today by underscoring transformations in eight key areas: Market and Branding; Contemporary Ethics and Virtues; Intimate Identities; Transnational Movements; Diasporic Communities; Responses to Diversity; National Tensions; and Reflections on 'Religion'. These themes demonstrate the handbook's new topics and approaches that move beyond existing agendas. Bringing together scholars of all ages and stages of career from around the world, the handbook showcases the dynamism of religion in global societies. It is an accessible introduction to new ways of approaching the study of religion practically, theoretically and geographically.

This book focuses on the interface between art and the marketplace, applying the tools and techniques of artistic appreciation to the marketing phenomenon. The contributors argue that, since standing out from the crowd is no less important than artistic ability, the mantle of imagination has been passed from the artist to the marketeer.

Related link: Series Editor website
eBook available with sample pages: 0203361288

This volume explores the diverse applications of advanced tools and technologies of the emerging field of big data and their evidential value in business. It examines the role of analytics tools and methods of using big data in strengthening businesses to meet today's information challenges and shows how businesses can adapt big data for effective businesses practices. This volume shows how big data and the use of data analytics is being effectively adopted more frequently, especially in companies that are looking for new methods to develop smarter capabilities and tackle challenges in dynamic processes. Many illustrative case studies are presented that highlight how companies in every sector are now focusing on harnessing data to create a new way of doing business.

Tough Times can be brought on by any number of factors: a down economy, Mother Nature, shifts in customers' needs, national tragedy--the list goes on and on. These types of changes can be extremely disruptive, even paralyzing, when we're not prepared for them. While many see no other option than to "sit tight" and "ride things out" when crisis strikes, true career professionals in selling understand that the only way to deal with adversity is to meet it head-on. That's why a positive attitude and a proactive approach to problem-solving are two of the most essential ingredients for success in selling--and why those who embrace them not only to survive but thrive, even in the most difficult of circumstances. Now, in his latest book, SELLING IN TOUGH TIMES, world-renowned selling expert Tom Hopkins puts his real-world, in-the-trenches experience to work and shares his plan to reverse the momentum of tough times--and even capitalize on them. With exercises to help you discover previously overlooked opportunities and eliminate waste, along with out-of-the-box methods for recruiting new customers and key tips on how to solidify your existing business, Hopkins gives you powerful ways to spur sales now and for years to come. Learn how to:
Mine your client list to generate new leadsKeep--and reward--your current customers so that they're loyal for life.Reduce the sales resistance that plagues tough times with tactics that overcome consumers' fears.Woo clients from your competition with 12 new strategies specially tailored for tough times.Cycles will come and go, but the principles of great selling and those who live by them stand firm. Find out how you can achieve your maximum selling potential, whatever the business climate, in SELLING IN TOUGH TIMES today.

'Cybermarketing' is a no-nonsense structured guide to using the Internet for marketing and is essential reading for all marketers and managers who need to know how to use the Internet to promote and sell their product.
This new edition both follows on the success of and adds significantly to the first edition by:
* Increasing the up to date case material
* Having a live Internet site to support the book
* Adding a collection of key URLs for market research purposes
* Adding a new section on marketing information systems
* More coverage on electronic direct and 1 to 1 marketing
* Covering intranets for Marcomms in more depth
* Building on 'Justifying the Business Case'
* Updated and expanded information on pricing and branding.
This new edition, confirms 'Cybermarketing' as both the most comprehensive and accessible guide to the net for marketing professionals at all levels.
Thorough revision based on successful 1st edition
Written by an author team who have advised some of the world's largest companies and consultancies on net strategy

Create a successful strategy for competition in the global marketplace Globalization of Business: Practice and Theory will give executives and business students a current, in-depth look at ways to become globally competitive in today's complex market. This essential guide offers you insight into issues every global businessperson needs to understand, such as the practice and theory of globalization, the nature of the global business environment, the roles of global corporations, strategic approaches for global business, and global leadership. By identifying competitive and innovative practices, networks, and alliances, Globalization of Business will help you become a successful leader in the global business community. This vital book contains new and updated information to help you and your company play a profitable and integral part in the international marketplace.Comprehensive and thorough, Globalization of Business will assist you in understanding the significance and challenges of globalization for today's companies. Using proven research and actual strategies of top corporations, this reference covers pertinent information about the global context of business. This book: explores the world's current economic, cultural, technological, and environmental affairs examines competitiveness at national and firm levels and outlines steps that competitive organizations undertake to sustain their advantage discusses and analyzes strategies for effective business performance identifies the roles of CEOs and gives a framework for identifying global managers evaluates the prospects for sustaining global leadership and shows the differences between global leadership and hegemony outlines the necessary steps for creating an integrated global economy Covering general and specific issues, this guide explains assumptions and theories of globalization in order to help you approach global issues with flexibility, attentiveness, and confidence. Globalization of Business will enable you to avoid common pitfalls and build a successful global firm that will benefit the entire business community.

Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. "Tourism Branding: Communities in Action", the first volume in a new and exciting book series, considers a traditional marketing subject from multidisciplinary perspectives. Refreshingly this book attempts to free branding research and practice in tourism fields from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion. Considering tourism branding as a community affair, this collection is distinguished from other publications by adopting a global and more multidisciplinary approach, and brings the subject of tourism branding outside of the conventional domains of marketing and destination. Special attention is given to the role and expectations of main tourism stakeholders, particularly residents, business, and government in the hosting community. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners of the field.

The book is best suited as a resource for students in seminars dealing with marketing's role in society. At present it is the only book devoted entirely to the linkage between marketing and the quality-of-life concept. Upper-division and graduate collections. "Choice"

This interdisciplinary collection of essays focuses on marketing's ability to improve the prevailing quality of life in a society. It provides general philosophies for marketing practitioners, teachers, and researchers to explore and evaluate, and offers specific criteria for practicing marketing with positive quality of life consequences.

Leading student textbook on sport marketing Fully revised new edition. Includes new chapter on new media, including social media. Chapters on customer service and promotion are substantially rewritten. Case studies and examples have been replaced to reflect current concerns. International examples, extensive pedagogical features Highly respected sport management authors

'The Channel Advantage' deals with one topic, and deals with it comprehensively and rigorously: how to construct a sales channel system that will yield world-class sales performance and durable competitive advantage. This book helps readers move decisively away from the notion of channel strategy as a sideline to the core business. Building a channel advantage is the core business today, and this is an essential text and reference for all serious marketing and sales professionals and students.
Channel innovation is separating market winners from market losers, and not just in leading-edge technology industries. In a business world where industry players are selling practically the same products at essentially the same prices at about the same cost, the only real source of sustainable competitive advantage is the sales channel: how you sell, not what you sell. Selling becomes a question of how to connect products with customers via the best mix of sales channels: the sales force, value-added partners, distributors, retail stores, telemarketing, and the Internet.
In short, how companies sell has become as important as what they sell. 'The Channel Advantage' explains how leading companies develop strategies that integrate e-commerce, telemarketing, sales forces, and distributors to achieve superior sales performance and sustainable competitive advantage.
Timothy R. Furey is chairman, CEO and co-founder of Oxford Associates, a privately held consulting firm specializing in sales and market strategy, e-commerce channel integration and market research, based in Bethesda, Maryland. Oxford has achieved an annual growth of more than forty percent since its creation in 1991 and wasnamed one of America's 500 fastest growing private companies by Inc. Magazine in 1997.
Furey, a pioneer in the use of hybrid sales and marketing strategies for blue chip companies, works extensively with senior management leadership teams to develop and implement go-to-market growth strategies. His clients include IBM, American Express, Marriott, Xerox, Fidelity Investments, Bristol-Myers Squibb, and Johnson & Johnson. Under his leadership, Oxford Associates has developed leading-edge strategies, business processes and systems for deploying and integrating multi-channel sales and marketing systems. They work to align products with the right customers via an appropriate mix of the Internet, telesales, distributors, value-added partners, and traditional sales force channels.
Mr. Furey is the co-author of THE CHANNEL ADVANTAGE (Butterworth-Heinemann, August 31, 1999), which is endorsed by the CEOs of America Online, Lotus Development, Ocean Spray, and Xerox. Mr. Furey also serves on the Board of Directors of Alpha Industries (Nasdaq: AHAA), a leading semiconductor manufacturer for wireless telephone applications.
Previously, Mr. Furey worked with Boston Consulting Group, Strategic Planning Associates, Kaiser Associates and the Marketing Science Institute. He earned a BA in Economics, cum laude, from Harvard University and an MBA from the Harvard Business School.
Lawrence G. Friedman is an internationally recognized channel strategy consultant whose clients have included companies such as Lotus, AT&T, Canon, Compaq Digital Equipment, Microsoft and Bell Atlantic. He also held executive level positions at Andersen Consulting and Huthwaite, Inc., the sales research firm thatdeveloped the SPIN Selling Model.
In 1996, Friedman, with Neil Rackham and Richard Ruff, co-authored the best-seller, GETTING PARTNERING RIGHT (McGraw-Hill). He is on the review board of the Journal of Selling and Major Account Management, which published his article, Multiple Channel Sales Strategy, in the April, 1999 issue.
His firm, The Sales Strategy Institute, works with clients to identify and evaluate new go-to-market opportunities and conducts in-depth channel strategy workshops and seminars. Mr. Friedman is a frequent guest speaker and lecturer on sales and channel strategy throughout the United States, Europe and Asia.
Mr. Friedman earned an MA from the University of Chicago.
The first rigorous and definitive guide looking at the whole field of channel strategy
Shows you how to evaluate new channels
Uses real life case studies illustrating cutting edge channel management

This book looks at how both advocacy groups in New Zealand and Australia use political marketing to conduct advocacy and support Israeli and Palestinian public diplomacy and nation branding. The focus lies on their marketing orientation, segmentation/ targeting/ positioning (STP), and internal marketing practices. The theoretical framework will draw upon several political marketing frameworks and concepts including the product/sales/market-oriented framework, the STP process, and Petitt's internal stakeholder marketing approaches. The book examines four case studies: (1) the Palestine Solidarity Network Aotearoa (PSNA), (2) the Israel Institute of New Zealand (IINZ), (3) the Australia/Israel & Jewish Affairs Council (AIJAC), and (4) the Australia Palestine Advocacy Network (APAN). To ensure balance and comparison, four groups representing both the pro-Israel and pro-Palestinian camps in NZ and Australia were selected. Other criteria included their broad scope of activity, approachability and accessibility, as well as connections to state actors through advocacy, public diplomacy, and nation branding.

This book details the exploratory stages of a research study that produced a framework for entrepreneurial endeavour and enterprise. It presents an unfolding discussion, throughout its chapters, regarding the entrepreneurial nature potential within us all, and the modes by which those involved in such activity, and associated innovative discoveries, can be informed by the skills and experience already in their possession. The book also provides, through its structure, a tool by which the entrepreneur, innovator, educator, student or those yet-to-be involved in the entrepreneurial arena can plan for the yet-to-be known eventualities of such endeavour. The parabolic scramble framework is backgrounded across the discussion of entrepreneurship and the necessity to deal with the tangible and intangibility of any venture, as well as other considered aspects that the entrepreneurial journey engenders.

The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. The book includes an analysis of brand nature and history and highlights the importance of semiotics in the management of brand identity. In summary they argue that brands cannot be held responsible for the imperfections and excesses of the worldwide economic and political systems, but that they can be signs of excellence and differentiation and vectors of values which favour multicultural understanding and put people in a position to generate progress.

This book deals with the process of improving our sensemaking capabilities into how to: scan environments actively to gather data that is relevant to pressing issues; interpret usefully what we see -- including recognizing and framing problems/opportunities and skills in transforming data into information; make effective decisions -- including creating useful rules for deciding how to decide, and how to talk with ourselves and others to receive and offer useful information, make wise choices, and implement decisions well; and evaluate well what we have done and what has occurred. These four topics are the activities of sensemaking -- an ongoing conversation with yourself and others about what is really happening and why it is occurring. Sensemaking involves placing stimuli into some kind of framework that is understandable to ourselves. Usually sensemaking is done automatically -- unconsciously -- without thinking actively about the usefulness or accuracy of our frames, or the process being used in our framing. However, sensemaking can be done consciously, that is, using controlled thinking instead of the usual automatic thinking processes. The contributions in this volume offer skill-building case exercises that are written to help you improve your sensemaking abilities.

Marketing Professional Services is a uniquely focused, incisive and practical introduction to new business planning, marketing and selling skills for those in the professional services sector. It is for professionals who have to sell to professionals.

Professionals of all types, from accountants and consultants to surveyors and solicitors who have trained in a specific technical skill will understand the power of good clear marketing practice reading this book. If you have to sell yourself and your service to clients this book shows you:
* The importance of winning new business in an increasingly competitive, deregulated market
* How to plan for winning new business including a full script for cold calls
* The techniques, skills and resources required in order to achieve your goals focusing on the three P's of Preparation, Prospection and Persistence
Individual chapters provide you with a basic grounding in separate sales and marketing issues - from prospecting and cold canvassing to direct marketing and public relations. The book includes sample interactive conversations and provides a constant source of reference for the professional sales person. It is based on long experience of training in this sector and is a short, practical and appropriate introduction to the key concepts.
Addresses the specific needs of a hitherto underpublished market
Light and pacy approach based on tested training materials
Written by a very experienced and articulate practitioner

Essentials of Services Marketing, 3rd Edition is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.

The retail industry is under significant pressure. Not only are retailers grappling with rising costs, but they are trying to keep up with rapidly changing consumer behaviours, technological advancements and ever-increasing competition. To win, retailers today have to learn how to serve customers equally well both on and offline. This means integrating the physical seamlessly with the digital and creating something that is flawlessly omnichannel as, more than ever, customers are seeking convenient, personalized and unified shopping experiences, regardless of when or where they choose to engage. An omnichannel approach to retail delivers the potential to boost footfall, enhance customer insight, improve service, grow loyalty and ultimately drive sales. Omnichannel Retail serves as a practical guide for businesses on how they can better serve customers to fuel their growth by harnessing the opportunity that being digitally enabled and data-driven brings. This fully updated new edition explains how to build engaging loyalty schemes, deliver personalized marketing and how to maximize the power of customer data. Featuring case studies from omnichannel leaders worldwide such as Asda, Woolworths Australia, Target and Pret A Manger, this book provides tangible and proven examples of how retailers can capitalize on the opportunity that our hyper-connected and always-on world presents.

This book coaches marketing practitioners and students how to best satisfy the needs of the older consumer population. It first highlights the heterogeneity of the older consumer market, then examines the specific needs of the older consumer. Lastly, the book highlights the most effective ways of reaching and serving older consumer segments for different products and services such as financial services, food and beverages, healthcare and pharmaceuticals, and travel among others. It presents segment-to-industry specific strategies that help marketers develop more refined and targeted micro-marketing strategies and customer relationship management (CRM) systems for building and retaining a large base of older customers. These strategies also help demonstrate how companies can make decisions that increase profitability not only by satisfying consumer needs and wants, but also by creating positive change and improvement in consumer well-being.

Looking ahead to the 21st century, Sustainable Tourism explains the current thinking process that underlies the emerging international principles of more sustainable development in travel and tourism.
Using international illustrations it draws on experience and good practice as they are being increasingly applied around the world in the late 1990s. In sharp contrast to the problem analysis approach adopted by so many authors to this subject, this book is focused on the pro-active role the private sector industry can play in partnership with the public sector to achieve solutions through its day-to-day operations and marketing, expecially in product enhancement and quality controls.
Case material, contributed by senior professionals in the industry, include:
*Kruger National Park, South Africa *Quicksilver Connections, Barrier Reef, Australia *Edinburgh's Old Town, UK *Ironbridge Gorge Museum, UK *Rutland Water, UK.
Industry illustrations are drawn from British Airways, Grecotel, Inter-Continental Hotels and Resorts, the International Federation of Tour Operators, P&O and TUI.
Professor Victor Middleton has had some thirty years' international experience of marketing practice covering most of the private and public sectors of travel and tourism. He holds appointments as Visiting Professor at Oxford Brookes University and University of Central Lancashire.
Dr Rebecca Hawkins runs her own business specialising in environmental aspects of tourism projects and has undertaken a number of pioneering programmes in this role. She was Deputy Director of the World Travel and Tourism Environment Research Centre at Oxford Brookes University, where she worked with VictorMiddleton.
First book on the subject from a marketing perspective
International focus with case studies from South Africa, Australia and Great Britain
Focus on good practice at selected tourism destinations