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The Routledge Companion to Strategic Marketing offers the latest
insights into marketing strategy. Bodo Schlegelmilch and Russ Winer
present 29 specially commissioned chapters, which include
up-to-date thinking on a diverse range of marketing strategy
topics. Readers benefit from the latest strategic insights of
leading experts from universities around the world. Contributing
authors are from, among others, the U.S. (Berkeley, Cornell, MIT,
New York University, Texas A&M), Europe (the Hanken School of
Economics, INSEAD, the University of Oxford, the University of
Groningen, WU Vienna) and Asia (the Indian School of Business,
Tongji University). The topics addressed include economic
foundations of marketing strategy, competition in digital marketing
strategy (e.g. mobile payment systems and social media strategy),
marketing strategy, and corporate social responsibility, as well as
perspectives on capturing the impact of marketing strategy.
Collectively, this authoritative guide is an accessible tool for
researchers, students, and practitioners.
The Routledge Companion to Strategic Marketing offers the latest
insights into marketing strategy. Bodo Schlegelmilch and Russ Winer
present 29 specially commissioned chapters, which include
up-to-date thinking on a diverse range of marketing strategy
topics. Readers benefit from the latest strategic insights of
leading experts from universities around the world. Contributing
authors are from, among others, the U.S. (Berkeley, Cornell, MIT,
New York University, Texas A&M), Europe (the Hanken School of
Economics, INSEAD, the University of Oxford, the University of
Groningen, WU Vienna) and Asia (the Indian School of Business,
Tongji University). The topics addressed include economic
foundations of marketing strategy, competition in digital marketing
strategy (e.g. mobile payment systems and social media strategy),
marketing strategy, and corporate social responsibility, as well as
perspectives on capturing the impact of marketing strategy.
Collectively, this authoritative guide is an accessible tool for
researchers, students, and practitioners.
This book contains the full proceedings of the 2015 Academy of
Marketing Science World Marketing Congress held in Bari, Italy. The
current worldwide business environment is leading marketing
scholars and practitioners to reconsider a number of historical and
current views of the marketplace and how it functions. Further,
determining new marketing theories and practical methods whose
effectiveness can be truly measured must be added to the list of
current challenges for today and tomorrow. In such a period in
marketing history, achieving and managing efficient and effective
marketing actions is a necessity. Determining such actions is based
on practical experience, solid theory and appropriate research
methodology. The enclosed papers focus on new research ideas on
vibrant topics that can help academics and practitioners gain new
perspectives and insights into today's turbulent marketplace.
Founded in 1971, the Academy of Marketing Science is an
international organization dedicated to promoting timely
explorations of phenomena related to the science of marketing in
theory, research, and practice. Among its services to members and
the community at large, the Academy offers conferences, congresses
and symposia that attract delegates from around the world.
Presentations from these events are published in this Proceedings
series, which offers a comprehensive archive of volumes reflecting
the evolution of the field. Volumes deliver cutting-edge research
and insights, complimenting the Academy's flagship journals,
Journal of the Academy of Marketing Science (JAMS) and AMS Review.
Volumes are edited by leading scholars and practitioners across a
wide range of subject areas in marketing science.
This book contains the full proceedings of the 2015 Academy of
Marketing Science World Marketing Congress held in Bari, Italy. The
current worldwide business environment is leading marketing
scholars and practitioners to reconsider a number of historical and
current views of the marketplace and how it functions. Further,
determining new marketing theories and practical methods whose
effectiveness can be truly measured must be added to the list of
current challenges for today and tomorrow. In such a period in
marketing history, achieving and managing efficient and effective
marketing actions is a necessity. Determining such actions is based
on practical experience, solid theory and appropriate research
methodology. The enclosed papers focus on new research ideas on
vibrant topics that can help academics and practitioners gain new
perspectives and insights into today's turbulent marketplace.
Founded in 1971, the Academy of Marketing Science is an
international organization dedicated to promoting timely
explorations of phenomena related to the science of marketing in
theory, research, and practice. Among its services to members and
the community at large, the Academy offers conferences, congresses
and symposia that attract delegates from around the world.
Presentations from these events are published in this Proceedings
series, which offers a comprehensive archive of volumes reflecting
the evolution of the field. Volumes deliver cutting-edge research
and insights, complimenting the Academy's flagship journals,
Journal of the Academy of Marketing Science (JAMS) and AMS Review.
Volumes are edited by leading scholars and practitioners across a
wide range of subject areas in marketing science.
The field of marketing science has evolved significantly in the
last 70 years. Throughout its rich history, developments in this
field have always been anchored on marketing phenomena that drew on
economics, statistics, operations research, and related
disciplines. This book reviews the accomplishments of notable
marketing scientists in several research areas. It emphasizes both
the role and the importance that pioneers in marketing science have
had in the rapid development of this field and honors those
contributions.This second edition of the book offers updates of the
former chapters and six new chapters on emerging areas of marketing
science including machine learning, field experimentation methods,
and internet marketing. Combined with older areas of research like
endogeneity, services, and market segmentation, this book provides
a road map for the development of 22 areas of marketing science,
which not only is useful from a historical perspective but also
identifies important gaps in the literature which can provide an
impetus for future research. As such, it provides an important
resource for the main consumers of the academic marketing research
literature: doctoral students, faculty, and marketing science
practitioners in consulting firms and companies.
The field of marketing science has a rich history of modeling
marketing phenomena using the disciplines of economics, statistics,
operations research, and other related fields. Since it is roughly
50 years from its origins, The History of Marketing Science is a
timely review of the accomplishments of marketing scientists in a
number of research areas.Different research areas of marketing
science, such as Pricing, Internet Marketing, Diffusion Models, and
Advertising, are treated to a highly readable and easy-to-digest
historical analysis by the contributing authors. Each chapter
provides a chronological timeline of key historical developments in
the area of marketing science covered. Readers of other
disciplinary backgrounds outside of economics, statistics, and
operations research will be more than able to appreciate the
development of marketing science as a field of research and its
pioneers through the book.
The field of marketing science has a rich history of modeling
marketing phenomena using the disciplines of economics, statistics,
operations research, and other related fields. Since it is roughly
50 years from its origins, The History of Marketing Science is a
timely review of the accomplishments of marketing scientists in a
number of research areas.Different research areas of marketing
science, such as Pricing, Internet Marketing, Diffusion Models, and
Advertising, are treated to a highly readable and easy-to-digest
historical analysis by the contributing authors. Each chapter
provides a chronological timeline of key historical developments in
the area of marketing science covered. Readers of other
disciplinary backgrounds outside of economics, statistics, and
operations research will be more than able to appreciate the
development of marketing science as a field of research and its
pioneers through the book.
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