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Get a solid grasp of the methods, processes, and issues surrounding
marketing communications and develop your career with an
industry-leading text that blends theory with contemporary
marketing practice. Marketing Communications, 9th edition by Fill
and Turnbull is the leading text that introduces you to the key
topics of the subject. Ideal for undergraduate and postgraduate
students in Marketing and related fields, this textbook guides you
through the processes and actions of engaging audiences with
brands, products, and services, from theory to practice. From
introducing the subject and setting learning expectations to
analysing and interpreting consumer behaviour, this latest edition
follows a clear, streamlined structure that focuses on the
strategic and tactical aspects of how brands engage audiences. With
an approachable style and language that is easy to understand, the
text delivers a rich blend of academic and practitioner materials
that will help you understand the complexities of marketing
communications. The book includes examples of contemporary,
innovative marketing practices drawn from some of the world's
leading brands and agencies, allowing you to explore the theories
and ideas and acquire critical insight into the marketing
communications landscape. The plethora of useful features and
examples will encourage you to discuss and consider multiple
interpretations around the major topics, providing you with the
tools you need to develop your career in the field. Marketing
Communications 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.
Butterworth-Heinemann s CIM Coursebooks have been designed to match
the syllabus and learning outcomes of our new qualifications and
should be useful aids in helping students understand the
complexities of marketing. The discussion and practical application
of theories and concepts, with relevant examples and case studies,
should help readers make immediate use of their knowledge and
skills gained from the qualifications. Professor Keith Fletcher,
Director of Education, The Chartered Institute of Marketing Here in
Dubai, we have used the Butterworth-Heinemann Coursebooks in their
various forms since the very beginning and have found them most
useful as a source of recommended reading material as well as
examination preparation. Alun Epps, CIM Centre Co-ordinator, Dubai
University College, United Arab EmiratesButterworth-Heinemann s
official CIM Coursebooks are the definitive companions to the CIM
professional marketing qualifications. The only study materials to
be endorsed by The Chartered Institute of Marketing (CIM), all
content is carefully structured to match the syllabus and is
written in collaboration with the CIM faculty. Now in full colour
and a new student friendly format, key information is easy to
locate on each page. Each chapter is packed full of case studies,
study tips and activities to test your learning and understanding
as you go along. The coursebooks are the only study guide reviewed
and approved by CIM (The Chartered Institute of Marketing). Each
book is crammed with a range of learning objectives, cases,
questions, activities, definitions, study tips and summaries to
support and test your understanding of the theory. Past examination
papers and examiners reports are available online to enable you to
practise what has been learned and help p
'Butterworth-Heinemann's CIM Coursebooks have been designed to
match the syllabus and learning outcomes of our new qualifications
and should be useful aids in helping students understand the
complexities of marketing. The discussion and practical application
of theories and concepts, with relevant examples and case studies,
should help readers make immediate use of their knowledge and
skills gained from the qualifications.' Professor Keith Fletcher,
Director of Education, The Chartered Institute of Marketing 'Here
in Dubai, we have used the Butterworth-Heinemann Coursebooks in
their various forms since the very beginning and have found them
most useful as a source of recommended reading material as well as
examination preparation.' Alun Epps, CIM Centre Co-ordinator, Dubai
University College, United Arab Emirates Butterworth-Heinemann's
official CIM Coursebooks are the definitive companions to the CIM
professional marketing qualifications. The only study materials to
be endorsed by The Chartered Institute of Marketing (CIM), all
content is carefully structured to match the syllabus and is
written in collaboration with the CIM faculty. Now in full colour
and a new student friendly format, key information is easy to
locate on each page. Each chapter is packed full of case studies,
study tips and activities to test your learning and understanding
as you go along. *The coursebooks are the only study guide reviewed
and approved by CIM (The Chartered Institute of Marketing). *Each
book is crammed with a range of learning objectives, cases,
questions, activities, definitions, study tips and summaries to
support and test your understanding of the theory. *Past
examination papers and examiners' reports are available online to
enable you to practise what has been learned and help prepare for
the exam and pass first time. *Extensive online materials support
students and tutors at every stage. Based on an understanding of
student and tutor needs gained in extensive research, brand new
online materials have been designed specifically for CIM students
and created exclusively for Butterworth-Heinemann. Check out exam
dates on the Online Calendar, see syllabus links for each course,
and access extra mini case studies to cement your understanding.
Explore marketingonline.co.uk and access online versions of the
coursebooks and further reading from Elsevier and
Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME,
ANY PLACE www.marketingonline.co.uk
Why should and how can organisations manage their reputations? All
organisations, the executives who direct them, the employees who
create value and their stakeholders who influence them, all
interact and can impact corporate reputation. In a 24/7 media
environment, where even a tweet can shape impressions, the
importance of reputation management has never been higher. Every
single move, decision taken and each isolated event that involves a
company or public figure, is scrutinised, documented and publicised
globally, compounding the task of reputation managers. Just ask BP,
Toyota or Tiger Woods.
How does Samsung use data to improve customers' omnichannel
shopping experiences? How does Ipsos MORI develop cross-cultural
market research insights to inform innovation at Unilever? How do
Swedish retail giants collaborate rather than compete in the fight
for more sustainable consumption? With insights from leading
practitioners and exploration of the latest issues to affect
consumers and businesses alike, Marketing, fifth edition, answers
these questions and more, providing the skills vital to
successfully engage with marketing across all areas of society. The
fifth edition sees a broader range of examples and Market Insights
within each chapter, with contributions from academics and
specialists. Companies as diverse as Dolce and Gabbana, Groupon,
and KBC Bank, and issues as topical as showrooming, microtargeting
in US presidential elections, fast fashion, and 'femvertising'
illustrate the theoretical frameworks, models, and concepts
outlined in each chapter, giving a fully integrated overview of not
just what marketing theory looks like in practice but how it can be
used to promote a company's success. Video interviews with those in
the industry offer a truly unique insight into the fascinating
world of a marketing practitioner. The authors speak to marketing
professionals from a range of companies, from Ipsos MORI to Adnams,
Akestam Holst to H&M, who talk through how they dealt with a
marketing problem facing their company and what career advice they
would offer to those starting out in the industry. Review and
discussion questions conclude each chapter, prompting readers to
examine the themes discussed in more detail and encouraging them to
engage critically with the theory. Links to seminal papers
throughout each chapter also present the opportunity to take
learning further; with a suite of online resources designed to
stimulate, assess, and consolidate learning, Marketing is the
complete package for any introductory marketing module. This book
is accompanied by the following online resources. For everyone:
Case insight videos Industry foresight videos Library of video
links For students: Author audio podcasts Multiple-choice questions
Flashcard glossary Internet activities Research insights Web links
For lecturers: VLE content PowerPoint slides Test bank Essay
questions Tutorial activities Discussion question pointers Figures
and tables from the book Case insight video transcripts
The once predictable world of business (B2B) marketing is changing.
It is now a complex and challenging environment populated by an
increasing number of channels, fast developing technology and the
expectation that everything and everyone is accountable. It is
characterised by changing buyer behaviours and an emphasis on
conversations and connectedness. Despite these complexities and
challenges, at the root of business marketing remains the need to
find, develop and maintain relationships. Accordingly, this book is
anchored to two main principles, namely, generating demand and
building fruitful marketing based relationships. To drive demand,
establish relationships that of mutual value, and to weave a route
through the various complexities, it is important to understand the
nature and changing perspectives of B2B buyers. From this knowledge
organisations are better placed to create more buyer-centric demand
generation strategies. Business Marketing is underpinned and shaped
by these ideas. Demand generation issues are recognised throughout
the book and a chapter is dedicated to understanding relationship
marketing principles.This is an applied text, in the sense that the
theory and concepts of business marketing are interpreted in the
light of business practice. This marketing management perspective
is important structural feature of the book Each chapter opens with
a 'slice of life.' These are commentaries written by Scot McKee,
recalling his experiences of customers, events and issues over the
last 20 years when running his own B2B marketing agency, Birddog.
with each chapter containing a number of brief examples of business
practice that demonstrate marketing theory in action. In addition
each chapter contains a question, designed to encourage readers to
consider the issues at hand. A range of organisations are used to
illustrate practice, from the large multinational blue chip
organisations to small and medium-sized companies with relatively
scarce resources, and from the commercial and private companies to
the not-for-profit and public sector organisations. Business
Marketing is suitable for senior undergraduate and postgraduate
students of marketing in universities or on professional diploma
courses.
'Integrated Marketing Communications 2001-2002' is a specifically
tailored coursebook for students undertaking the Integrated
Marketing Communications module of the CIM Certificate.
Butterworth-Heinemann have worked closely with the Education
Division of the CIM to ensure that all aspects of the text are
up-to-date and correspond to the CIM's requirements, making this
title the definitive companion to this year's course. Its
comprehensive content and user-friendly text layout are designed to
facilitate learning, with questions, activities, definitions and
study tips to support the theory, while the structured study units
link the information directly to the CIM syllabus.
The new edition of this text contains:
7a firmly international perspective and a more strategic
focus
7new material to cover e-marketing issues, and more emphasis placed
on integrated marketing communications and internal marketing
7new and up to date examples and case studies to illustrate the
theory
7additional text references and website references
7preparatory aids for the final exam, including the most recent
exam papers, examiners' marking schemes and specimen answers
Comprehensive yet uniquely accessible, it provides essential
support for anyone undertaking a CIM course.
completely revised and updated by the Senior Examiner for the
Integrated Marketing Communications module to fit in with the CIM
syllabus
officially endorsed by the CIM
approved by the CIM Chief Examiner
This study text focuses on marketing communications. It is part of
a range of CIM study texts which carry the full recommendation of
the CIM examiners.
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