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The ninth edition of Marketing Concepts and Strategies has been
fully updated to reflect the latest marketing themes, together with
the authors' real-life practitioner expertise. The marketing world
has gone digital as consumers rely on social media; new operational
regulations abound on data compliance and privacy. Marketing has
become more aligned to ethical, responsible and sustainability
issues; the discipline has become more critical and reflective, and
the pandemic has changed business strategies worldwide.
Marketing Essentials 2e explains the nature of marketing and the
importance of understanding the complexities of the market place in
a concise manner. This comprehensive text is easy to read, reflects
accurately the current thinking in the world of marketing and is
informative, interesting and topical. Marketing Essentials follows
a logical structure enabling students to clearly see how effective
marketing requires an analysis of the market place, the
recommendation of a marketing strategy and the implementation of
the desired strategy. Marketing Essentials is ideal for use on
introductory marketing modules at both undergraduate and MBA level.
The strategic content of the text makes it suitable for use on
strategic marketing, marketing analysis and marketing management
courses.
This revised and updated second edition of Marketing Briefs: a
revision study guide gives every marketing student the most
comprehensive collection of definitive overviews of every key
concept in the subject. The text itself is organized into short
structured chapters, the Briefs, each including: * Core definitions
* A bulleted key point overview * Thorough yet concise explanation
of the concept and primary issues * Illustrative examples * A
selection of examination style case, essay and applied questions
Together these offer a rounded, concise and topical appreciation of
each theme within a clear and accessible framework, designed to aid
revision. Also included are revision tips and 'golden rules' for
tackling examinations, specimen examination papers with answer
schemes, and a full glossary of key marketing terms.
This revised and updated second edition of Marketing Briefs: a
revision study guide gives every marketing student the most
comprehensive collection of definitive overviews of every key
concept in the subject. The text itself is organized into short
structured chapters, the Briefs, each including: * Core definitions
* A bulleted key point overview * Thorough yet concise explanation
of the concept and primary issues * Illustrative examples * A
selection of examination style case, essay and applied questions
Together these offer a rounded, concise and topical appreciation of
each theme within a clear and accessible framework, designed to aid
revision. Also included are revision tips and 'golden rules' for
tackling examinations, specimen examination papers with answer
schemes, and a full glossary of key marketing terms.
A smart guide on effective target market selection and segmentation
success! Market segmentation is a main aspect of effective business
strategy. However implementation is often difficult and ultimately
unsuccessful. Market Segmentation Success: Making It Happen! offers
a solid review of the concepts of market segmentation and target
market selection, as well as clearly explaining how to create
market segments, how to select which customers to target, what
problems will be encountered, and how to best overcome these
challenges to success. Marketing experts Sally Dibb and Lyndon
Simkin use their consultancy-inspired guidance in this easy-to-read
text that provides best practice processes, detailed illustrations,
and helpful real-world case examples. Market Segmentation Success:
Making It Happen! explores the principles and foundations of
segmentation, types of problems reported by practitioners, and
offers strategies for solving them. The importance of understanding
the customeris discussed at length, along with contrasting
approaches to conducting quantitative, qualitative, Greenfield, or
evolution segmentation. The authors discuss in detail how to
identify, diagnose, and treat segmentation blockers and provide 30
rules for segmentation success. This how-to guidebook shows
students, beginners, and even the more seasoned professionals how
to improve their efforts for success. The book includes numerous
figures and tables to clearly illustrate concepts and present data.
Each chapter in Market Segmentation Success: Making It Happen!
includes: Aims and Intentions Introduction Topic discussion Summary
Market Segmentation Success: Making It Happen! is an invaluable
resource for businesspractitioners, consultants, educators, and MBA
students working on marketing strategy, marketing management, and
marketing operations.
Customers are treated badly. Not all customers. Not always. But
many are and often. Some customers are bad. They treat firms badly.
Firms have to react. Employees and customers endure the
consequences. Such bad behaviours, by firms and customers, have
consequences for perceptions of trust and fairness, for
endorsements and referrals, for repeat purchasing and loyalty, and
ultimately for a firm's profitability and RoI. The management of
customer relationships is core to the success and even survival of
the firm. As The Dark Side of CRM explores, this is an area fraught
with difficulties, duplicitous practice and undesirable behaviours.
These need acknowledging, mitigating and controlling. This book is
the first of its kind to define these dark sides, exploring also
how firms and policy-makers might address such behaviours and
manage them successfully. With contributions from many of the
leading exponents globally of CRM and understanding customers, The
Dark Side of CRM is essential reading for students, researchers and
practitioners interested in managing customers, relationship
marketing and CRM, as well as social media and marketing strategy.
A smart guide on effective target market selection and segmentation
success! Market segmentation is a main aspect of effective business
strategy. However implementation is often difficult and ultimately
unsuccessful. Market Segmentation Success: Making It Happen! offers
a solid review of the concepts of market segmentation and target
market selection, as well as clearly explaining how to create
market segments, how to select which customers to target, what
problems will be encountered, and how to best overcome these
challenges to success. Marketing experts Sally Dibb and Lyndon
Simkin use their consultancy-inspired guidance in this easy-to-read
text that provides best practice processes, detailed illustrations,
and helpful real-world case examples. Market Segmentation Success:
Making It Happen! explores the principles and foundations of
segmentation, types of problems reported by practitioners, and
offers strategies for solving them. The importance of understanding
the customeris discussed at length, along with contrasting
approaches to conducting quantitative, qualitative, Greenfield, or
evolution segmentation. The authors discuss in detail how to
identify, diagnose, and treat segmentation blockers and provide 30
rules for segmentation success. This how-to guidebook shows
students, beginners, and even the more seasoned professionals how
to improve their efforts for success. The book includes numerous
figures and tables to clearly illustrate concepts and present data.
Each chapter in Market Segmentation Success: Making It Happen!
includes: Aims and Intentions Introduction Topic discussion Summary
Market Segmentation Success: Making It Happen! is an invaluable
resource for businesspractitioners, consultants, educators, and MBA
students working on marketing strategy, marketing management, and
marketing operations.
Customers are treated badly. Not all customers. Not always. But
many are and often. Some customers are bad. They treat firms badly.
Firms have to react. Employees and customers endure the
consequences. Such bad behaviours, by firms and customers, have
consequences for perceptions of trust and fairness, for
endorsements and referrals, for repeat purchasing and loyalty, and
ultimately for a firm's profitability and RoI. The management of
customer relationships is core to the success and even survival of
the firm. As The Dark Side of CRM explores, this is an area fraught
with difficulties, duplicitous practice and undesirable behaviours.
These need acknowledging, mitigating and controlling. This book is
the first of its kind to define these dark sides, exploring also
how firms and policy-makers might address such behaviours and
manage them successfully. With contributions from many of the
leading exponents globally of CRM and understanding customers, The
Dark Side of CRM is essential reading for students, researchers and
practitioners interested in managing customers, relationship
marketing and CRM, as well as social media and marketing strategy.
Designed to accompany business school and college marketing courses
or for self-tuition in the key concepts in marketing theory, The
Marketing Casebook uses fully cross-referenced short and full cases
and theory notes to present the key elements of marketing. By
looking at the way marketing works in practice, the reader is drawn
into the problems and questions that face marketers and managers in
their everyday lives. A mix of real world cases and theory summary
notes, The Marketing Casebook provides a concise revision-oriented
overview of the key marketing concepts, guiding the reader from
introductory theory to specialised applications in consumer,
industrial and services marketing.
How should a company decide which groups to reach and how to market
to them? This workbook explains the key aims behind the
segmentation process and shows, in a step-by-step plan, how to
build up a strategy for identifying and targeting segments
effectively.
Marketing planning as a process of analysis, thinking and action is
essential for survival and long term success. Marketing planning is
widely adopted by businesses from all sectors, service companies,
manufacturers and public sector/not for profit companies. The
process of marketing planning encapsulates elements of marketing
management: marketing analyses, development of strategy and the
implementation of the marketing mix. It is a systematic process for
assessing marketing opportunities, helping organizations to stay in
touch with marketplace trends and to keep abreast of customer needs
- all designed to help firms compete more effectively. In addition
the marketing plan plays a key role in informing the organisation
about the agreed marketing strategy and actions required for
implementation. The plan also provides details of resource
allocation, responsibilities and timelines, and should address
potential obstacles to success. The marketing plan is a road map,
providing direction to help the business implement its strategies
and achieve its objectives.
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