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Principles of Marketing, Scandinavian Edition is an ideal
introductory text for undergraduate students and practitioners
alike. This book, the third 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
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 with a focus on Scandinavian and European companies. The
book describes and explains how these companies deal with
challenges in domestic and international markets. Set within a
Scandinavian context, the text is nonetheless global in scope and
thus very relevant for modern marketers. This third edition has
been thoroughly revised to reflect current marketing theory and
practice with a particular focus on sustainability, digitization
and changes in consumer behaviour.
Marknadsfoering: Teori och tillampningar utgoer en utmarkt och
uppskattad introduktion till marknadsfoeringsomradet. Boken utgar
fran Kotlers och Armstrongs teori- och modellvarld och knyter an
till den referensram som miljontals marknadsfoerare varlden oever
anvander som utgangspunkt foer marknadsfoeringsbeslut.
The car - once everybody's dream and a key status symbol in most
countries and cultures - has been extensively questioned in the
last decades and in the last few years particularly. Urbanisation,
traffic congestion, pollution problems, heavy reliance on scarce
oil supplies, safety issues and ever-growing competition, have all
provided significant business challenges for the automotive
industry. Many car manufacturers have had to fundamentally rethink
their design, brand and marketing strategies to thrive in a savvy,
consumer-led culture, and markets that are becoming increasingly
restrictive in size and opportunity. Auto Brand provides a roadmap
to branding and marketing success in the automotive industry from a
leading industry expert, featuring case studies from major car
brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche,
Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes
findings from 100 interviews conducted with CEOs, marketing
managers, sales managers and sales people, from manufacturer level
to small rural dealers, as well as industry experts, policy makers,
free-stranding repair shops and professional organizations. Auto
Brand is essential reading for marketing managers, sales managers,
CEOs, development managers and dealers in all types of companies in
the car industry including: manufacturers, national sales
companies/importers, dealers, finance companies, insurance
companies, free-standing repair shop channels and more. It is the
first book to specifically address how to deal with the challenges
facing the automotive industry and illustrates how companies can
take advantage of new technologies, adapt to emerging trends in
consumer behaviour, improve profitability and build even more
successful brands in the future.
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.
Generation Y in Consumer and Labor 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.
Dieses Buch beschreibt die Auswirkungen des globalen Wettbewerbs
auf Automobilhandel, -vertrieb und -produktion: Urbanisierung,
weniger Fuhrerscheinpruflinge, hoehere Kosten fur Autonutzung,
harte Konkurrenz unter den Herstellern und ein drastisch
verandertes Konsumentenverhalten bestimmen die Markte. Ergo: Die
Automobilbranche muss dringend umdenken! Anders Parment bietet die
fundierte Grundlage dafur. Er analysiert, wie Kundenpraferenzen
entstehen, welche Faktoren das komplexe Umfeld des
Automobilvertriebs beeinflussen und welche Best-Practice-Beispiele
aus anderen Branchen als Vorbild fur Vertriebsstrategien und
nachhaltige Geschaftsmodelle dienen koennen. Die Ausfuhrungen
basieren auf umfangreichem Datenmaterial aus Umfragen, aktuellen
Studien und Beratungsprojekten. Ein zukunftsweisendes Buch fur
samtliche Player in der Automobilbranche.
The car - once everybody's dream and a key status symbol in most
countries and cultures - has been extensively questioned in the
last decades and in the last few years particularly. Urbanisation,
traffic congestion, pollution problems, heavy reliance on scarce
oil supplies, safety issues and ever-growing competition, have all
provided significant business challenges for the automotive
industry. Many car manufacturers have had to fundamentally rethink
their design, brand and marketing strategies to thrive in a savvy,
consumer-led culture, and markets that are becoming increasingly
restrictive in size and opportunity. Auto Brand provides a roadmap
to branding and marketing success in the automotive industry from a
leading industry expert, featuring case studies from major car
brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche,
Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes
findings from 100 interviews conducted with CEOs, marketing
managers, sales managers and sales people, from manufacturer level
to small rural dealers, as well as industry experts, policy makers,
free-stranding repair shops and professional organizations. Auto
Brand is essential reading for marketing managers, sales managers,
CEOs, development managers and dealers in all types of companies in
the car industry including: manufacturers, national sales
companies/importers, dealers, finance companies, insurance
companies, free-standing repair shop channels and more. It is the
first book to specifically address how to deal with the challenges
facing the automotive industry and illustrates how companies can
take advantage of new technologies, adapt to emerging trends in
consumer behaviour, improve profitability and build even more
successful brands in the future.
This book deals with Automobile Marketing and how distribution
contributes to manufacturers' and dealers' competitiveness. Based
on a thorough analysis of the automobile industry, different
distribution solutions are investigated through applying a
framework of four strategic issues. First, the pressure to keep
distribution costs low while conveying a clear brand message gives
rise to decisions on solus or multi franchising. Second, the choice
of either selling through one channel that is likely to be
committed to the brand, or through multi channels, meaning
competition among channels. Third, the choice of selling the
products through own outlets or through franchised dealers, the
latter giving rise to conflicting interests. Fourth, the choice of
mechanisms for coordinating channel members' efforts and knowledge
exchange. The findings are presented as four distribution chain
configurations: the brand-based chain, the efficiency-based chain,
the flexibility-based chain and the premium aspiration chain, the
latter representing an inferior strategy by trying to be a premium
brand while lacking attractive products.
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