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A successful marketing manager needs to be able to use different
media channels to reach specific audiences, and know through
campaign research and evaluation, how the component parts of
integrated brand marketing are working. This book explores this
criteria.
Marketing is firmly entrenched in many societies and seems to be in
accord with economic and social developments. It is relevant to
literally millions of businesses and 7.1 billion potential
customers. It has become a global phenomenon. It affects all
businesses, medias, and service agencies and impacts on every man,
woman and child on the planet. It is everywhere ubiquitous and
omnipresent, and of relevance in emerging world developing nations
and of course in the advanced economies of the 21st
century.Marketing has become the dominant connecting mode of
expression between business and non-business organisations of all
types and sizes, and customers and consumers are continually
informed that marketing is in their interest, seeks to fulfil their
needs, and changes are invariably presented in a way that are
supposedly beneficial to target audiences. However, there are
various misgivings about Marketing. For example, many organisations
(business or otherwise) do not adopt a customer or consumer
orientation. This is seen in many ways - difficulties in consumers
being able to contact organisations except by labyrinthine methods,
a disinterest and disclination by businesses to treat consumers
with respect, products that do not deliver proclaimed benefits and
perhaps are incapable of so doing, services that do not match
expectations, and products that while they satisfy needs also
damage consumers and the environment.
Marketing has become the dominant connecting mode of expression
between business and non-business organisations and customers and
consumers. However, there are some misgivings about marketing in
the 21st century. This volume addresses the positive and negative
elements of marketing and questions 'Is marketing a leviathan in
today's societies?'
A successful marketing manager needs to be able to use different
media channels to reach specific audiences, and be able to know
through campaign research and evaluation, how the component parts
of integrated brand marketing are working. This book explores these
criteria.
Metaphors are widely used within marketing literature, yet so far
have remained unacknowledged. This book aims to redress that
omission. Such widely known topics such as globalization of
markets, viral marketing and many others are in fact metaphors;
moreover, marketing itself may be a metaphor, underlying many
exchanges and relationships.
Metaphors are widely used within marketing literature, yet so far
have remained unacknowledged. This book aims to redress that
omission. Such widely known topics such as globalization of
markets, viral marketing and many others are in fact metaphors;
moreover, marketing itself may be a metaphor, underlying many
exchanges and relationships.
By "marketing mind prints," this book is not attempting to map the
future by indicating the nature of the marketing terrain and the
ways to traverse it. The maps and the terrain are already well
known. Instead, leading authors develop their own "mind print"--in
other words, a picture of a segment of the marketing terrain they
consider to be important now and in the future. The aim is for
readers to ponder upon a specific "mind print," and to consider how
and in what ways the print can be incorporated or developed within
their own business.
By 'marketing mind prints', this book is not attempting to map the
future by indicating the nature of the marketing terrain and the
ways to traverse it. The maps and the terrain are already well
known. Instead, leading authors develop their own 'mind print' - in
other words, a picture of a segment of the marketing terrain they
consider to be important now and in the future. The aim is for
readers to ponder upon a specific 'mind print', and to consider how
and in what ways the print can be incorporated or developed within
their own business.
This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device or whether it is deeply embedded in organizational culture.
This book compares and contrasts how different firms approach
marketing within the same country. It concerns issues revolving
around marketing as a form of rhetoric and marketing as a living
reality for firms who practice it and contains cutting edge
thinking from expert commentators on the marketing scene worldwide.
It uses 16 case study examples of marketing practice in eight
countries and shows whether marketing allegiance is openly
proclaimed but in practice merely a rhetorical device or whether it
is deeply embedded in organizational culture.
Marketing is the high profile subject of public, economic, and political opinion in the world today. Are consumers needs really being satisfied? Is marketing more concerned with rhetoric, spin, and jargon, than in actually seeking to satisfy customer needs? This book is critical and theoretical and raises important issues from leading marketing thinkers. It highlights positive statements and criticisms concerning marketing, and its role within business and as an academic subject in the 21st century.
Nearly one hundred years ago Jacques Hadamard used infinite
sequences of symbols to analyze the distribution of geodesics on
certain surfaces. That was the beginning of symbolic dynamics. In
the 1930's and 40's Arnold Hedlund and Marston Morse again used
infinite sequences to investigate geodesics on surfaces of negative
curvature. They coined the term symbolic dynamics and began to
study sequence spaces with the shift transformation as dynamical
systems. In the 1940's Claude Shannon used sequence spaces to
describe infor mation channels. Since that time symbolic dynamics
has been used in ergodic theory, topological dynamics, hyperbolic
dynamics, information theory and complex dynamics. Symbolic
dynamical systems with a finite memory are stud ied in this book.
They are the topological Markov shifts. Each can be defined by
transition rules and the rules can be summarized by a transition
matrix. The study naturally divides into two parts. The first part
is about topological Markov shifts where the alphabet is finite.
The second part is concerned with topological Markov shifts whose
alphabet is count ably infinite. The techniques used in the two
cases are quite different. When the alphabet is finite most of the
methods are combinatorial or algebraic. When the alphabet is
infinite the methods are much more analytic. This book grew from
notes for a graduate course taught at Wesleyan Uni versity in the
fall of 1994 and is intended as a graduate text and as a reference
book for mathematicians working in related fields."
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