Автор: Fullerton Название: The Foundations of Marketing Practice ISBN: 1138848220 ISBN-13(EAN): 9781138848221 Издательство: Taylor&Francis Рейтинг: Цена: 23734.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers' dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed a growing sense of what their markets wanted. This study, based almost entirely upon primary sources including over seventy years of trade newspapers, is an in depth account of how and why this market developed--decades before there was any written theory about marketing.
This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example, German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen.
All scholars of marketing will find this historical account a fascinating insight into markets and marketing, This will also be of interest to social historians, scholars of German history, book trade and book trade historians.
Автор: Vare, Paul , William Scott, Название: Foundations for Sustainable Development ISBN: 0367221934 ISBN-13(EAN): 9780367221935 Издательство: Taylor&Francis Рейтинг: Цена: 6123.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The book explores the relationship between humans and the environment and the role of learning in this by identifying people, ideas and events that have contributed to today`s global push for sustainable development.
Автор: Vare, Paul , William Scott, Название: Foundations for Sustainable Development ISBN: 0367221926 ISBN-13(EAN): 9780367221928 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The book explores the relationship between humans and the environment and the role of learning in this by identifying people, ideas and events that have contributed to today`s global push for sustainable development.
Автор: Riviezzo, Angelo Garofano, Antonella Napolitano, Maria Rosaria Название: Corporate heritage marketing ISBN: 0367764997 ISBN-13(EAN): 9780367764999 Издательство: Taylor&Francis Рейтинг: Цена: 5511.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective.
Автор: Riviezzo, Angelo, Название: Corporate heritage marketing : ISBN: 0367764954 ISBN-13(EAN): 9780367764951 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective.
Автор: Bobby J. Calder Название: Brands: An Integrated Marketing, Finance, and Societal Perspective ISBN: 168083746X ISBN-13(EAN): 9781680837469 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 4712.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing`s role in creating value for consumers and finance`s role in deploying assets to obtain the best financial returns and shareholder value.
Автор: Srinivas K. Reddy, Yee Heng Tan Название: Crowdfunding Platforms: Ecosystem and Evolution ISBN: 1680836986 ISBN-13(EAN): 9781680836981 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 11088.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Crowdfunding has become an important aspect of society today. It has been said to have supplanted traditional financial institutions and has given new life to ventures. The intent of this monograph is to allow you to understand crowdfunding in its current context, how it is affecting society, how it functions, and factors that can impact successful interactions between the crowdfunding project creator and the people who fund these projects.
Section 1 details how crowdfunding first came about and how it has evolved over time, including the key participants of crowdfunding and how crowdfunding as a concept has grown and changed since its inception. Section 2 discusses an important question that the crowdfunding industry has been asking: whether crowdfunding is disruptive to traditional financial institutions or whether it transforms the entire financial intermediary field. As crowdfunding is a broad term used to describe multiple models of crowdfunding, section 3 presents the four common models of crowdfunding: donation, reward, equity, and loans.
There are three main players in the crowdfunding process: the project creator, the backer, and the platform. Factors that can affect crowdfunding can be categorized under three main classes: (1) factors that are specific to the crowdfunding users, namely the project creators and backers; (2) factors found within the crowdfunding campaign page itself; and (3) factors built into the platform design and policies. Sections 4, 5, and 6 explore how some of these factors have an impact on crowdfunding outcomes. Finally, the monograph ends with a discussion of how crowdfunding may be progressing, with a few nascent models entering the crowdfunding sphere as well as how the impact of new technology can affect crowdfunding. Since crowdfunding has become mainstream, there have been multiple cases of fraud and other ethical issues that have arisen as well. We wrap up by delivering views on multiple issues on ethics, responsibility and decision agency in crowdfunding.
Автор: Ann Kronrod Название: Language Research in Marketing ISBN: 1680839667 ISBN-13(EAN): 9781680839661 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 12474.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Introduces researchers to the fascinating world of linguistics and shows how to conduct meaningful language research in marketing, exploring the way language influences behaviour and how language can express thoughts, emotions, and mental states in marketing contexts.
Автор: Wedel Название: Market segmentation ISBN: 0792386353 ISBN-13(EAN): 9780792386353 Издательство: Springer Рейтинг: Цена: 30606.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced
and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of
segmentation has been one of the most researched topics in the marketing literature.
Segmentation has become a central topic to both the theory and practice of marketing,
particularly in the recent development of finite mixture models to better identify market segments. This second edition of "Market Segmentation" updates and extends the integrated
examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new
chapter on the pros and cons of the mixture model.This book starts with a framework for cons
dering the various bases and methods available for conducting segmentation studies.
The second section contains a more detailed discussion of the methodology for market
segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this
second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint
segmentation, segmentation using tailored interviewing and segmentation with structural equation models.
The fourth part covers four major approaches to applied market
segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.
Описание: Using deliberately accessible language for students and the general reader, the authors draw upon socially innovative models of economic organisation from the nineteenth century to present a model to master the networked economy for the common good.
Автор: Pride William M., Ferrell O. C. Название: Foundations of Marketing ISBN: 0357129466 ISBN-13(EAN): 9780357129463 Издательство: Cengage Learning Рейтинг: Цена: 16260.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: A gripping psychological thriller from a debut author, The Girl Who... tells the story of Leah, who has been hiding her rage over the tragic deaths of her mum and sister for years, and now, with the killer due for release from prison, it is finally time to see how far Leah will go to silence her anger.
Автор: Kinshuk Jerath, W. Jason Choi Название: Privacy and Consumer Empowerment in Online Advertising ISBN: 1680839209 ISBN-13(EAN): 9781680839203 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 8316.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Provides an overview of the different issues that are in play in consumer privacy and in empowering consumers with rights to manage the privacy of their data. The authors review the existing knowledge on this topic and discuss implications for consumers, advertisers, and ad serving platforms that enable advertisers to reach consumers.
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