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Marketing Accountability for Marketing and Non-Marketing Outcomes
This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life.Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions.Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers.The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society. Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour
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Marketing
How does Google support organizations in their transformation to digital marketing?How does the International Food Waste Coalition influence more sustainable behaviour?How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19?With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society. Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation.Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view into the fascinating worlds of marketing professionals.Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley & Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice to those starting out in the industry. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail, and encouraging them to engage critically with the theory.New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting the opportunity for students to take their learning further. An exciting development for this new edition, the enhanced e-book offers an even more flexible and engaging way to learn.It features a select range of embedded, digital resources designed to stimulate, assess, and consolidate learning, including practitioner videos to offer further glimpses into the professional world, multiple-choice questions after each key section of the chapter to offer regular revison and understanding checkpoints, and a flashcard glossary at the end of each chapter to test retention of key terms and concepts.Marketing is the complete package for any introductory marketing module. This book is accompanied by the following online resources. For everyone:Bank of case studiesPractitioner insight videosCareer insight videosLibrary of video linksFor students:Key concept videosAuthor audio podcastsMultiple-choice questionsFlashcard glossaryInternet activitiesResearch insightsWeb linksFor lecturers:PowerPoint slidesTest bankEssay questionsTutorial activitiesDiscussion question pointersFigures and tables from the book
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Marketing For Life? : Marketing For Life?
Marketing For Life? is a reality book on true marketing skills, techniques, and a real life version of the beginning and ending stages of marketing a product.
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Critical Marketing : Issues in Contemporary Marketing
Critical Marketing, edited by Tadajewski and Brownlie, brings together both the historical context and recent developments in critical marketing in a single concise text which includes seminal journal articles by leading experts. Critical Marketing is publishing at a time when there is an increasing emphasis on the need to view marketing practice in its wider political, cultural and social context and the desirability of studying the impact of marketing from multiple perspectives. Critical Marketing is essential reading for students and scholars in marketing, consumer research, cultural studies, sociology and psychology.
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Relationship Marketing : Exploring Relational Strategies in Marketing
Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as 'marketing's new paradigm'. Established as the key text in the area, the fourth edition continues to offer an accessible and authoritative introduction to this increasingly important subject.It retains its informed coverage of the most recent and important literature, as well as clearly organising and structuring the book around its core themes. The new edition includes a wide range of examples to illuminate the real world relevance of concepts.In addition, overviews and summaries add clarity and help consolidate understanding. A complete package of supplements is available to assist students and instructors in using this book.Visit www.pearsoned.co.uk/egan to find an Instructor’s Manual, PowerPoint slides, and links to other useful sites. This book is ideal for undergraduates and postgraduates taking modules in Relationship Marketing, Customer Services, and Marketing Communications.It is core reading for the CIM Level 4 module on ‘Stakeholder Marketing’.
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Hotel-Marketing : Strategien — Marketing-Mix — Planung — Kontrolle
Das Buch liefert eine an den speziellen Erfordernissen der Hotellerie orientierte Marketing-Konzeption.Die 2. Auflage wurde u.a. um Aspekte der Preispolitik, des Beschwerdemanagements und der Kundenzufriedenheitsmessung erganzt.
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Affiliate Marketing : Marketing Strategies Online Market Affiliates Social Media Marketing Email Marketing (Uncovering The Secrets To Profitable Online Income)
A exhaustive guide to affiliate marketing designed to aid both novice and experienced marketers in achieving success in the industry. It addresses everything from establishing a website and selecting affiliate products to driving traffic and optimizing campaigns for optimum profitability.Are you prepared to maximize the potential of affiliate marketing and advance your online business?This comprehensive e-book, designed for both novices and advanced users, is the only resource you need.You will find all the essential information and Step-by-Step Guidance you need to get started with affiliate marketing from the ground up, if you are just beginning out.And if you've already made a few purchases, get ready for your profits to skyrocket thanks to the insider information and secret tips you'll discover in this article.
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Airport Marketing
This accessible, up-to-date, comprehensive, and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector.It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport strategic marketing planning and individual elements of the airport marketing mix (product, price, distribution and promotion).The book integrates key elements of marketing theory with airport marketing in practice.Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications.This new second edition has been updated to include: New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management. Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the Covid-19 pandemic. New, global case studies and examples throughout. This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers.
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