Автор: Alon, Ilan , Jaffe, Eugene , Prange, Christiane Название: Global Marketing ISBN: 0367196093 ISBN-13(EAN): 9780367196097 Издательство: Taylor&Francis Цена: 10888 р. Наличие на складе: Есть у поставщикаПоставка под заказ. Описание:
Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge:
Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred;
A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments
A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present;
Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy;
New material on sustainability, ethics, and corporate social responsibility; key values for any modern business;
Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world;
Covering key topics not found in competing books, Global Marketing will equip today's students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor's manual with test questions, as well as additional exercises and examples for in-class use.
Автор: Alon Ilan Название: Global Marketing: Contemporary Theory, Practice, and Cases ISBN: 0078029279 ISBN-13(EAN): 9780078029271 Издательство: McGraw-Hill Цена: 21415 р. Наличие на складе: Поставка под заказ. Описание: Hailing from America, Europe and the Middle East, the authors of "Global Marketing" provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems.
Автор: Blattberg, Robert C. Kim, Byung-do Neslin, Scott A Название: Database marketing ISBN: 1441903321 ISBN-13(EAN): 9781441903327 Издательство: Springer Рейтинг: Цена: 12621 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.
Автор: Lee, Kiefer; Carter, Steve Название: Global Marketing Management ISBN: 0199609705 ISBN-13(EAN): 9780199609703 Издательство: Oxford Academ Рейтинг: Цена: 12652 р. Наличие на складе: Поставка под заказ.
Описание: Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
Описание: The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web- based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you. Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo- sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies. The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
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.
Автор: Melewar T C Название: Strategic International Marketing ISBN: 0230580246 ISBN-13(EAN): 9780230580244 Издательство: Springer Рейтинг: Цена: 9948 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
Описание: The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation. Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis. Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.
Описание: Provides a sustainability-oriented vision of marketing for the twenty-first century. This title has a consumer marketing focus with an emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. It is also suitable for students in marketing, or environmental management.
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