Tourism marketing: A Strategic Approach, Nilanjan Ray, Raj Kumar, Dilip Kumar Das
Автор: Katrin Susanne M?hlfeld Название: Strategic Shifts between Business Types ISBN: 3824479893 ISBN-13(EAN): 9783824479894 Издательство: Springer Рейтинг: Цена: 14673.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The range of products and services that are traded on business-to business markets is very broad. It encompasses such heterogeneous goods as standardized software, machine tools, and power stations. Against this background of heterogeneity, the development of undifferentiated "one-for-all" marketing programmes is neither promising from the practitioner's perspective, nor consistent with an application-oriented approach in marketing science. Yet, at the same time, the pitfalls of overemphasizing the particularities of individual transactions, which lead to a lack of generalizability, are to be avoided. As a response to this dile=a, various conceptions for systematizing transactions on business-to-business markets have been developed in the past years. Co=on to all of these concepts, which are rather varied in terms of their methodology, are the objectives of identifying meaningful types of transaction processes (usually referred to as transaction or business types) and of deriving corresponding reco=endations to guide marketing practice. Co=on to all of them is, however, also a deficit: The approaches presented to date take into account only the heterogeneity that prevails at a certain point in time. They do not capture the potential change of market offerings over time, that is, the heterogeneity that arises from shifts between the different types in the course of time. The existent approaches are, hence, static in the sense that they treat the criteria that are used for categorization as given. They do not interpret them as variables that are susceptible to the transaction parties' design.
Автор: Fotiadis, Thomas (democritus University Of Thrace, Greece.) Название: Strategic marketing for high technology products ISBN: 1138559288 ISBN-13(EAN): 9781138559288 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products - and especially cutting edge ones - involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments.
It provides a solid and extant context of compact and consistent cognitive background that is specific to the HT strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of HT rather than just overlooking, avoiding or ignoring it, and that assumes a proactive point of view, capitalizing on characteristics specific to this field, through the provision of a strategic managerial and marketing model that is overlaid onto a reliably assessed foundation of dynamic qualities, with a long-term orientation and scope, albeit one that would be easy to apply and which will generate immediate results.
Автор: Heath Название: Marketing Tourism Destinations Planning Approach ISBN: 0471540676 ISBN-13(EAN): 9780471540670 Издательство: Wiley Рейтинг: Цена: 16307.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The global significance of tourism as an economic, environmental, and social force has never been greater. Modern methods of transportation enable growing numbers of people to travel to almost any area of the world; in the developed world, travel is now regarded as a right, rather than a privilege.
Автор: Beirman, David Название: Restoring Tourism Destinations in Crisis ISBN: 036771924X ISBN-13(EAN): 9780367719241 Издательство: Taylor&Francis Рейтинг: Цена: 20671.00 р. Наличие на складе: Поставка под заказ.
Название: Tourism Marketing ISBN: 1771884703 ISBN-13(EAN): 9781771884709 Издательство: Taylor&Francis Рейтинг: Цена: 15312.00 р. Наличие на складе: Поставка под заказ.
Автор: O`Shaughnessy Название: Competitive Marketing (RLE Marketing) ISBN: 1138971383 ISBN-13(EAN): 9781138971387 Издательство: Taylor&Francis Рейтинг: Цена: 7042.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: First published in 1984 to wide acclaim, John O`Shaugnessy`s best-selling introduction to marketing strategy has become a standard text for students and practitioners alike. It combines analytical depth and breadth of coverage to present a comprehensive review of the theory and practice of marketing in a competitive environment.
Автор: Edwin J. Nijssen; Ruud T. Frambach Название: Creating Customer Value Through Strategic Marketing Planning ISBN: 1441948708 ISBN-13(EAN): 9781441948700 Издательство: Springer Рейтинг: Цена: 15372.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools.
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Автор: Magnotta, Edoardo Название: Digital disruption in marketing and communications ISBN: 0367196298 ISBN-13(EAN): 9780367196295 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Digital Disruption in Marketing and Communications sets out the evolution of marketing and communication both in strategic and organizational terms. The book provides an analysis of the main frameworks and how their operational applications support the change of business practices.
Автор: Freeman Anna Название: Marketing Management: A Strategic Approach ISBN: 1682857689 ISBN-13(EAN): 9781682857687 Издательство: Неизвестно Рейтинг: Цена: 23496.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The process associated with the development of strategies and planning for the promotion and advertisement of products or services to reach the desired customer segment is called marketing management. Various tools from competitive strategy and economics are employed to analyze the industry context in which the firm operates. Marketing and market research are crucial for developing a complex analysis of a market. Various observational techniques, qualitative marketing research, experimental techniques and quantitative marketing research are used to conduct market research. Brand audit; marketing strategy; implementation planning; project, process, and vendor management; reporting, measurement, feedback and control systems; and international marketing management are under the focus areas of marketing management. This book outlines the processes and applications of marketing management in detail. It brings forth some of the most innovative concepts and elucidates the unexplored aspects of marketing management. It is a complete source of knowledge on the present status of this important field.
Автор: Barker/Barker/Bormann/Zahay/Roberts Название: Social Media Marketing 3 ed. ISBN: 0357516184 ISBN-13(EAN): 9780357516188 Издательство: Cengage Learning Рейтинг: Цена: 12036.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy.
Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan.
You also learn how to incorporate important branding strategies within your organization's overall integrated marketing communication approach.
Автор: Magnotta, Edoardo Название: Digital disruption in marketing and communications ISBN: 1032087919 ISBN-13(EAN): 9781032087917 Издательство: Taylor&Francis Рейтинг: Цена: 6123.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Digital Disruption in Marketing and Communications sets out the evolution of marketing and communication both in strategic and organizational terms. The book provides an analysis of the main frameworks and how their operational applications support the change of business practices.
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