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Understand the core concepts of marketing explained in a real-life
context Essentials of Marketing, 8th edition, by Martin and Blythe,
provides you with an accessible, lively, and engaging introduction
to marketing. It employs a practical approach to explain
traditional marketing techniques and theories, and offers the most
up-to-date critical perspectives on contemporary themes and
concepts in marketing. Using current case studies, in-chapter
global examples and activities based on real-life issues and
contexts, the text provides everything you need as an undergraduate
or postgraduate student to excel in your course. It also serves as
an essential guide to new marketers setting off on their marketing
careers. This new edition considers contemporary issues and recent
global developments, such as the Covid-19 pandemic, ethical
concerns, sustainability, augmented reality, digital marketing and
social media trends. Critical thinking sections encourage you to
think more deeply about marketing issues contained within the text.
Benefit from new and updated features such as: Revised chapters
such as the one on segmentation reflect the growing importance of
the individual customer and customer persona characteristics.
End-of-chapter review questions that compound your understanding
and show how to apply the concepts covered in real life contexts.
New case studies to show how marketing theory is applied in the
real world. With a full range of online resources, this text gives
you thorough insight into the principles of marketing and their
application in real-life industry.
'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
* Unlike the competing texts, this takes a truly global
perspective, full of real-life case studies from a broad range of
regions and organizations, which bring the in-depth theory to life
* The new edition features new and updated case studies, new
coverage of non-profit and government marketing, online marketing,
ethics and corporate social responsibility * The text itself is
structured around pedagogy designed to facilitate learning,
including chapter review questions, case studies with follow-up
questions, and a rich collection of diagrams and figures *
Supplemented by extensive online resources
We all understand the basic principles underpinning marketing
activity: to identify unfulfilled needs and desires and boost
demand for the solutions a product is offering. The mantra is
always "sell more". De-marketing tries for the very opposite. Why
would a company actively try to decrease demand? There are many
good reasons to do so: a firm cannot supply large enough
quantities, or wants to limit supply to a region of narrow profit
margin. Or, crucially, to discourage undesirable customers: those
that could be bad for brand reputation, or in the case of the
finance sector, high risk. De-marketing can yield effective
solutions to these issues, effectively curtailing demand yet
(crucially) not destroying it. Nevertheless, the fundamental
negativity of de-marketing strategies often causes organisations to
hide them from view and, as a result, they are rarely studied. This
then is the first book to cast light on the secretive,
counterintuitive world of de-marketing, deconstructing its
mysteries and demonstrating how to incorporate them into a
profit-driven marketing plan. A selection of thought leaders in
strategic marketing mix theory with illustrative global cases,
providing insight into how these strategies have been employed in
practice and measuring their successes and failures. It's a
must-read for any student or researcher that wants to think
differently about marketing.
We all understand the basic principles underpinning marketing
activity: to identify unfulfilled needs and desires and boost
demand for the solutions a product is offering. The mantra is
always "sell more". De-marketing tries for the very opposite. Why
would a company actively try to decrease demand? There are many
good reasons to do so: a firm cannot supply large enough
quantities, or wants to limit supply to a region of narrow profit
margin. Or, crucially, to discourage undesirable customers: those
that could be bad for brand reputation, or in the case of the
finance sector, high risk. De-marketing can yield effective
solutions to these issues, effectively curtailing demand yet
(crucially) not destroying it. Nevertheless, the fundamental
negativity of de-marketing strategies often causes organisations to
hide them from view and, as a result, they are rarely studied. This
then is the first book to cast light on the secretive,
counterintuitive world of de-marketing, deconstructing its
mysteries and demonstrating how to incorporate them into a
profit-driven marketing plan. A selection of thought leaders in
strategic marketing mix theory with illustrative global cases,
providing insight into how these strategies have been employed in
practice and measuring their successes and failures. It's a
must-read for any student or researcher that wants to think
differently about marketing.
* Unlike the competing texts, this takes a truly global
perspective, full of real-life case studies from a broad range of
regions and organizations, which bring the in-depth theory to life
* The new edition features new and updated case studies, new
coverage of non-profit and government marketing, online marketing,
ethics and corporate social responsibility * The text itself is
structured around pedagogy designed to facilitate learning,
including chapter review questions, case studies with follow-up
questions, and a rich collection of diagrams and figures *
Supplemented by extensive online resources
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
This book constitutes the thoroughly refereed post-conference
proceedings of the workshop on Usable Security, USEC 2012, and the
third Workshop on Ethics in Computer Security Research, WECSR 2012,
held in conjunction with the 16th International Conference on
Financial Cryptology and Data Security, FC 2012, in Kralendijk,
Bonaire. The 13 revised full papers presented were carefully
selected from numerous submissions and cover all aspects of data
security. The goal of the USEC workshop was to engage on all
aspects of human factors and usability in the context of security.
The goal of the WECSR workshop was to continue searching for a new
path in computer security that is Institutional review boards at
academic institutions, as well as compatible with ethical
guidelines for societies at government institutions.
When you think of marketing you may think of the adverts that pop
up at the side of your screen or the billboards you see when you're
out - all those moments in the day when somebody is trying to grab
your attention and sell you something Marketing is about
advertising and communications in part, but it's also about many
other things which all aim to create value for customers, from
product research and innovation to after-care service and
maintaining relationships. It's a rich and fascinating area of
management waiting to be explored - so welcome to Marketing Jim
Blythe's Principles and Practice of Marketing will ease you into
the complexities of Marketing to help you achieve success in your
studies and get the best grade. It provides plenty of engaging
real-life examples, including brands you know such as Netflix and
PayPal - marketing is not just about products, but services too.
Marketing changes as the world changes, and this textbook is here
to help, keeping you up to speed on key topics such as digital
technologies, globalization and being green. The companion website
offers a wealth of resources for both students and lecturers and is
available at www.sagepub.co.uk/blythe3e. An electronic inspection
copy is also available for instructors.
The SAGE Course Companion on Marketing is an accessible
introduction to the subject that will help readers to extend their
understanding of key concepts and enhance their thinking skills in
line with course requirements. It provides support on how to revise
for exams and prepare for and write assessed pieces. Readers are
encouraged not only to think like a marketer but also to think
about the subject critically. Designed to compliment existing
textbooks for the course, the companion provides: - Easy access to
the key themes in Marketing - Helpful summaries of the approach
taken by the main course textbooks - Guidance on the essential
study skills required to pass the course - Sample exam questions
and answers, with common themes that must always be addressed in an
exam situation - Quotes from leading thinkers in the field to use
in exams and essays - Taking it Further sections that suggest how
readers can extent their thinking beyond the "received wisdom" The
SAGE Course Companion on Marketing is much more than a revision
guide for undergraduates; it is an essential tool that will help
readers take their course understanding to new levels and help them
achieve success in their undergraduate course.
`If you want a clear, well written and authoritative introduction
to the ideas and concepts that underpin the marketing discipline,
this is the book for you' - Emeritus Professor Michael J Baker
`Each section draws the reader in to the story - the what and why
of marketing, and also deals well with how. While it is educational
and informing it is also a jolly good read' - Heather Skinner,
Principal Lecturer, Glamorgan Business School The perfect quick
reference text for your marketing course, Key Concepts in Marketing
introduces and examines the key issues, methods, models and debates
that define the field of marketing today. Over 50 essential
concepts are covered, including the marketing mix, branding,
consumerism, marketing communication and corporate image. Each
entries features: - Useful definition box - Summary of the concept
- A broader discussion - Examples and illustrations - Key
literature references This extremely readable and accessible format
provides the reader a wealth of information at their fingertips,
and provides a valuable reference to any student of marketing. The
SAGE Key Concepts series provides students with accessible and
authoritative knowledge of the essential topics in a variety of
disciplines. Cross-referenced throughout, the format encourages
critical evaluation through understanding. Written by experienced
and respected academics, the books are indispensable study aids and
guides to comprehension.
Studying Marketing is packed full of lively debate and funny
anecdotes covering topics marketing students are familiar with,
such as key thinkers and concepts, and some they are not. It looks
at areas most textbooks ignore, such as the development of
marketing as a discipline and as an academic subject, and raises
arguments that students haven't heard about in their lectures.
Conceived by Chris Grey as an antidote to conventional textbooks,
each book in the 'Very Short, Fairly Interesting and Reasonably
Cheap' series takes a core area of the curriculum and turns it on
its head by providing a critical and sophisticated overview of the
key issues and debates in an informal, conversational and often
humorous way. Suitable for Marketing students at Undergraduate and
Postgraduate level. Along with professionals involved in marketing
and anyone interested in how marketing works.
Informal yet academically rigorous in style, this fun textbook
focuses on examples of international consumer behaviour in action,
and provides open access online resources to encourage student
engagement and understanding. The book strikes a balance between
sociological and psychological aspects of consumer behavior and
features coverage of social media, digital consumption and up to
date marketing practice. New to this edition: Fully updated cases
and global examples of consumer behaviour in industries including
fashion, travel and technology A new feature exploring the
experiential role of brands in consumers' lives today titled 'Brand
Experiences' A brand new chapter on sustainable consumption for
this era of climate change and sustainability challenges Online
resources complement the book, featuring a range of tools and
resources for lecturers and students, including PowerPoint slides,
an Instructor manual as well as selected videos to make the
examples in each chapter come to life. Suitable reading for
undergraduate marketing students studying consumer behavior,
international consumer behaviour and buyer behavior.
The SAGE Course Companion on Marketing is an accessible
introduction to the subject that will help readers to extend their
understanding of key concepts and enhance their thinking skills in
line with course requirements. It provides support on how to revise
for exams and prepare for and write assessed pieces. Readers are
encouraged not only to think like a marketer but also to think
about the subject critically. Designed to compliment existing
textbooks for the course, the companion provides: - Easy access to
the key themes in Marketing - Helpful summaries of the approach
taken by the main course textbooks - Guidance on the essential
study skills required to pass the course - Sample exam questions
and answers, with common themes that must always be addressed in an
exam situation - Quotes from leading thinkers in the field to use
in exams and essays - Taking it Further sections that suggest how
readers can extent their thinking beyond the "received wisdom" The
SAGE Course Companion on Marketing is much more than a revision
guide for undergraduates; it is an essential tool that will help
readers take their course understanding to new levels and help them
achieve success in their undergraduate course.
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