Описание: Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.
Автор: Schwarz Eric Название: Advanced Theory and Practice in Sport Marketing ISBN: 0415518482 ISBN-13(EAN): 9780415518482 Издательство: Taylor&Francis Рейтинг: Цена: 5196 р. Наличие на складе: Поставка под заказ.
Описание: Effective marketing is essential for any successful sport organization, from elite professional sports teams to local amateur leagues. Now in a fully revised and updated second edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. The book covers every key functional and theoretical area of sport marketing, including marketing research, information systems, consumer behavior, logistics, retail management, sales management, e-commerce, promotions, advertising, sponsorship, and international business. This new edition includes expanded coverage of important contemporary issues, including social responsibility and ethics, social media and networking, relationship and experience marketing, recovery marketing, and social marketing. Every chapter contains extended cases and first-hand accounts from experienced sport marketing professionals from around the world. Following those cases are questions encouraging students and practitioners to apply their theoretical knowledge to real-world situations and to develop their critical thinking skills, while each chapter also includes helpful features such as definitions of key terms, summaries, and guides to further reading. A companion website includes an impressive array of additional teaching and learning resources, including a test bank of exam questions, PowerPoint slides, and extra case studies for lecturers and instructors, and useful web links, self-test multiple-choice questions, and glossary flashcards for students. Advanced Theory and Practice in Sport Marketing goes further than any other sport marketing text in preparing the student for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business, and for anybody working in sport marketing looking to develop and extend their professional skills.
Автор: Clow Kenneth E., Baack Donald Название: Marketing Management: A Customer-Oriented Approach ISBN: 1412963125 ISBN-13(EAN): 9781412963121 Издательство: Sage Publications Рейтинг: Цена: 12884 р. Наличие на складе: Поставка под заказ.
Описание: Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented. This text provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm`s customers. It integrates the concepts of marketing and management.
Автор: Blattberg Robert C., Kim Byung-Do, Neslin Scott A. Название: Database Marketing / Theory and Practice ISBN: 0387725784 ISBN-13(EAN): 9780387725789 Издательство: Springer Рейтинг: Цена: 15670 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques, and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. The first part of the book describes the contemporary context of database marketing and its impact on business performance. Parts 2-4 present database marketing tools, including how to collect the data and perform analysis. Chapters 5-7 focus on the key concept of lifetime value of the customer (LTV); chapters 8-10 focus on the basic tasks of compiling data, field testing, and predictive modeling; and chapters 11-19 cover the statistical methods used primarily in predictive modeling. Parts 5 and 6 focus on specific problems addressed by database marketing. They largely draw on the tools described in Parts 2-4. Part 5 covers customer management activities, including acquiring customers (Chapter 20), cross- and up-selling (Chapter 21), frequency reward programs (Chapter 22), Customer Tier Programs (Chapter 23), Churn management (Chapter 24), multi-channel customer management (Chapter 25), and acquisition and retention management (Chapter 26). Part 6 focuses on the marketing mix, particularly communications (Chapters 27 and 28) and pricing (Chapter 29) issues. The result is a comprehensive treatment of the field of database marketing, including strategic issues, tools, and problem-solving, that will serve as an essential resource for both professionals and academics in marketing and related areas.
Автор: Sharp, Byron Название: Marketing: Theory, Evidence, Practice ISBN: 0195573552 ISBN-13(EAN): 9780195573558 Издательство: Oxford Academ Рейтинг: Цена: 7477 р. Наличие на складе: Поставка под заказ.
Описание: Marketing: Theory, Evidence, Practice bridges academic theory and real-world marketing knowledge. It introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Written by a combination of marketing academics and marketing scientists who engage with industry it presentsinformation that is practical and interesting in a style that is theoretical and accessible.
Описание: Explains that e-business failures can be traced back to a lack of knowledge about the Internet`s full potential as a marketing and sales tool. With the help of case studies, it describes how to develop four, core e-business marketing competencies. Readers learn how to develop a USP, clarify goals, and perform analysis and customer profiling.
Автор: Walker Название: Marketing strategy ISBN: 0072961902 ISBN-13(EAN): 9780072961904 Издательство: McGraw-Hill Рейтинг: Цена: 9470 р. Наличие на складе: Поставка под заказ.
Описание: "Marketing Strategy, 5/e" is a flexible, short, paper-back text, which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's cross/inter-functional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.
Описание: This text is targeted at the undergraduate Business Marketing course. It introduces the concepts of marketing to businesses, and stresses the importance of building relationships with customers.
Описание: CUSTOMER - INFORMATION ABOUT PAST, PRESENT, AND POTENTIAL CUSTOMERS IS THE HEART OF SOUND STRATEGIC PLANS. To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This groundbreaking book explores the emerging field of customer relationship management (CRM) from the crossroads of marketing strategy and information technology. Business students and executives will appreciate both the treatment of relevant marketing and information systems concepts and the coverage of practical techniques for the creation of a successful CRM system.
Автор: Palmer, Adrian (Professor of Services Marketing, U Название: Introduction to Marketing: Theory and Practice ISBN: 0199266271 ISBN-13(EAN): 9780199266272 Издательство: Oxford Academ Цена: 3450 р. Наличие на складе: Поставка под заказ.
Описание: 'Introduction to Marketing' provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. The book is useful as a one semester introductory title for students studying at both undergraduate and postgraduate level.
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