Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text. Discover: * A framework for digital marketing and social media that will help students navigate this rapidly changing field * How marketing adds value to customers and organisations * How innovative brand positioning drives commercial success * How companies in the service sector such as Paddy Power build a loyal customer base * How viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance
Foundations of Marketing: CTI Reviews
In addition to an extensive theoretical foundation, Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications.
Foundations of Marketing:Business, Marketing CTI Reviews
Foundations of Marketing:Business, Marketing CTI Reviews
Foundations of Marketing:5. Auflage John Fahy, David Jobber
Marketing has changed forever--this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world´s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today´s customers have less time and attention to devote to your brand--and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace´s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow´s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a ´´new´´ marketing movement, but experienced marketers know that this time its different; it´s not just the rules that have changed, it´s the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
For undergraduate and graduate marketing research courses. A unique applied and managerial orientation to understanding market research. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The sixth edition builds upon the success of the previous editions, making the text even more current, contemporary, illustrative, and sensitive to user needs. Features + Benefits For undergraduate and graduate marketing research courses. Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs. Interaction between marketing research decisions and marketing management decisions is illustrated through several pedagogical tools, such as: Real Research: Vignettes featuring real companies that profile a wide range of businesses. Active Research: Short, integrated, managerially-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager. Experiential Research: Hands-on exercises that allow students to act out the research concepts discussed in the chapter. Decision Research: Scenarios that present a real-life marketing situation and ask the student to assume the role of a consultant and recommend appropriate marketing research and management decisions. Project Research: A real-life project covers all aspects of marketing research and is used as a running example throughout the text. Live Research: For instructors that would like to implement a marketing research project of their own, this text provides specific implementation steps in each chapter. Cases: Several cases have been added containing real data sets. Video Cases: Carefully written from a marketing research perspective, these cases also include video questions located at the end of each Part. Harvard Business School Cases: To further show the integration of marketing research with marketing management decisions, this text includes six Harvard Business School cases. Exercises (Questions, and Problems) Internet and Computer Exercises Activities (Role Playing, Fieldwork, and Group Discussions) NEW! Chapter on Structural Equation Modeling and Path Analysis to help students understand how to complete the set of univariate and multivariate statistical techniques commonly used in marketing research. The Most Extensive Help Available for Learning SPSS and Excel. This text provides help for running the SPSS and SAS programs used in each chapter in three ways: 1. Computerized demonstration movies that illustrate step-by-step instructions for every data analysis technique covered in the text. 2. Screen captures with notes illustrating step-by-step instructions. 3. Detailed step-by-step instructions given in each chapter. Stimulating Critical Thinking. The principles for critical thinking-including Socratic questioning, critical reading and writing, higher order thinking, and assessment-have been embodied in three comprehensive critical thinking cases, end-of-chapter review questions, applied problems, and group discussions. These materials have been designed based on the guidelines provided by the Foundation for Critical Thinking. Interrelationships Among Concepts. One or more concept maps have been given in each chapter to illustrate the interrelationships among concepts. These maps have been developed based on the principles and tools provided by the Institute for Human and Machine Cognition. Extensive and Pervasive Internet Coverage. This text discusses how the Internet can be integrated in each step of the marketing research process and how it can be used to implement the concepts discussed in each chapter. International Focus. Every chapter (except the data analysis Chapters 15 to 22) has a section entitled ´´International
Customers are people. They have trouble understanding their own problems. And even if they think they understand their problems, they often can´t describe the solutions they seek. Of course, many times they often don´t know they had a problem or that they desired a solution, until they see or possess it. This book takes the challenge of developing customer understanding head on by providing a fresh perspective on how to use a variety of games with customers to develop the understanding that forms the foundation of innovation. Innovation Games is organized in two parts. The first describes each of the twelve games. The second provides sample processes and templates to help the reader organize their team, plan and run a game, and incorporate the results into their product development plans. The exercises described in this book provide a unique and fun approach to a problem that has plagued product developers and managers for many years: how to identify a customer´s thoughts and behaviors in order to ensure your product is solving the right problems.
Erwirtschaften auch Sie 80 Prozent Ihres Umsatzes mit 20 Prozent Ihrer Kunden? Dann kommen Sie am Thema Key Account Management nicht mehr vorbei. Für die Betreuung von Top-Kunden gibt es jedoch kein Patentrezept. Nur individuelle, auf das jeweilige Unternehmen zugeschnittene Konzepte bringen langfristig mehr Erfolg. Hartmut H. Biesel zeigt anschaulich, wie dazu Unternehmenskultur, Vertriebsstrategie und Umsetzungstools miteinander verzahnt werden müssen. Sie erfahren, wie Sie Key Account Management in Ihrer Organisation einführen und Gewinn bringend umsetzen, mit Hilfe welcher Kriterien Sie die wertigen Kunden bestimmen, wie Sie einen entscheidenden Mehrwert für Ihre Schlüsselkunden schaffen und wie Ihr Key Account Management die Aufgaben des Alltagsgeschäfts erfolgreich bewältigt. Ein systematischer und zugleich anregender Leitfaden mit wichtigen Analysetools zur Markt- und Kundenbewertung, Checklisten, Praxisbeispielen und Umsetzungshilfen. Unverzichtbar für alle, die Key Account Management einführen oder optimieren wollen! Neu: In die 3. Auflage sind die Empfehlungen der European Foundation for Key Account Management (EFKAM), einem Gremium aus Wissenschaftlern, Beratungsspezialisten und Praktikern aus der Wirtschaft, eingeflossen.