Автор: Cravens David Название: Strategic Marketing ISBN: 0071326235 ISBN-13(EAN): 9780071326230 Издательство: McGraw-Hill Рейтинг: Цена: 4598 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace.
Описание: From Products to Customers to the Human Spirit. Marketing guru Philip Kotler explains why the future of marketing lies in creating products, services and company cultures that inspire, include and reflect the values of target customers. In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. This book is in the forefront of this new tide sweeping though the nature of marketing.
Автор: Oswald, Laura Название: Marketing semiotics ISBN: 019956650X ISBN-13(EAN): 9780199566501 Издательство: Oxford Academ Рейтинг: Цена: 4058 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the `semiotics` of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.
Автор: Hill, Mark Название: Marketing Strategy : The Thinking Involved ISBN: 141298730X ISBN-13(EAN): 9781412987301 Издательство: Sage Publications Рейтинг: Цена: 9922 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Marketing Strategy: The Thinking Involved is an innovative text that holds that marketing thinking leads to effective marketing strategy. It goes beyond simply introducing students to concepts and theories in the field by providing them with tools and methods to develop marketing thinking and questioning skills that will help them apply the concepts to real-life marketing strategy issues. As the chapters progress, the questions develop towards higher levels and more specialized inquiry, helping students acquire the skills needed in the practice of marketing. The book contains a wealth of pedagogy to support this active learning approach.
Автор: Halpern Название: Airport Marketing ISBN: 0415529395 ISBN-13(EAN): 9780415529396 Издательство: Taylor&Francis Рейтинг: Цена: 4388 р. Наличие на складе: Нет в наличии.
In recent years, the airport sector has moved from an industry characterised by public sector ownership and national requirements, into a new era of airport management which is beginning to be dominated by the private sector and international players. Airports are now complex enterprises that require a wide range of business competencies and skills to meet the needs of their users, just as with any other industry. Moreover, deregulation of air transport markets has made the airport sector much more competitive and given airports greater incentives to develop innovative, proactive and aggressive marketing strategies so that they can reap the benefits from these developments. New types of airline business model, such as low cost carriers, have emerged through deregulation, which in many cases require a completely different approach to be adopted by airport marketers and have encouraged a further deviation from past practice. The travelling public is also becoming more experienced and is generally placing greater demands on the airport operator to deliver a quality product at a time when more stringent controls, especially as regards security, have been introduced.
This accessible book fills an important need for an up-to-date, comprehensive and in-depth textbook that 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 marketing planning, and individual elements of the airport marketing mix (product, price, promotion and distribution). 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.
The dynamic nature of the airport industry requires students and practitioners to have a thorough, up-to-date and contemporary appreciation of airport marketing issues and challenges. This comprehensive, accessible textbook written by two airport marketing experts satisfies this need and is essential reading for air transport students and future managers.
Автор: Orville Walker, John Mullins Название: Marketing Strategy: A Decision-Focused Approach ISBN: 1259010902 ISBN-13(EAN): 9781259010903 Издательство: McGraw-Hill Рейтинг: Цена: 4598 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: 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 text distinguishes itself from competitors by maintaining a strong approach to strategic decision making.
Описание: This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation.
Описание: Providing a modern, self-contained exposition of the theory of algebraic function fields, this work introduces VD Goppa`s algebraic-geometric codes. It also includes a decoding algorithm for these codes as well as a discussion of their subfield subcodes and trace codes. It is useful to students in algebraic geometry and coding theory.
Описание: Marketers today face growing expectations, but face the same basic question. How can you offer customers what they really want? See how leading marketing experts weigh in on crucial questions and find answers to your toughest challenges in this collection of the most popular Harvard Business Review cases.
Автор: Blattberg, Robert C. Kim, Byung-do Neslin, Scott A Название: Database marketing ISBN: 1441903321 ISBN-13(EAN): 9781441903327 Издательство: Springer Рейтинг: Цена: 7947 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. The authors present a treatment of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques, they cover the full spectrum of principles and topics related to database marketing.
Описание: With the advent of `cloud computing` and radical changes in the engineering of some utilities, the marketing of services that are based on a technical infrastructure is about to become as important and sophisticated as in, say, consumer products. This book explores their story and experience.
Описание: Marketing has become more competitive and ubiquitous than ever before. In this current economic climate, entrepreneurs and small to mid-size businesses have been driven to look for alternative ways to market their products and services effectively and cost-efficiently. At the same time, the Internet has provided them the opportunity to challenge the Fortune 500s. Mastering the World of Marketing is the definitive marketing resource every business needs to survive and thrive. This desk-top, insanely value-packed, comprehensive book provides the best marketing strategies, tactics, tips, and advice from more than 50 of the top marketers in the world. There are millions of ways to go-to market. Businesses have an unlimited choice of strategies and philosophies they can implement to generate leads, create brand recognition, and capture new customers. Mastering the World of Marketing covers marketing techniques that can accommodate any organizations marketing budget, including: networking, word of mouth marketing, customer referrals, yellow page directories, television, radio, outdoor (roadside billboards), print, email marketing, internet marketing, social media marketing, public relations and advertising. Contributors include: Peter Shankman, Seth Godin, Chris Brogan, Jack Trout, Yanik Silver, Jay Abraham, Joe Calloway, Peter Lencioni, Guy Kawasaki, Dan Lok, Gary Vaynercuk, Dan Kennedy, Regis McKenna, Robert Cialdini, Joel Comm, David Meerman Scott, Jay Conrad Levinson, Mark Jeffrey, John Andrew Davis, Michael Masterson, Anne Libera, John Arnold, Peter Fisk, Sam Richter, John J. Burnett, Joel Greenblatt, Robert F. Hartley, John L. Mariotti, Chris Treadaway, Mari Smith, David A. Aaker, Philip Kotler, John Grant, Bob Burg, Larry Weber, Richard Rosen, Don Sexton, Mark Joyner, Tom Antion, Adam Richardson, Scott Stratten, Ken Evoy, Mark Victor Hansen, Lon Safko, John Jantsch, Al Reis, Joe Vitale, Michel Fortin, W. Chan Kim, Renee Mauborgne, and Alexander Chernev.
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