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M. Isabel Valdes, Isabel M. Valdes
Marketing to American Latinos: A Guide to the In-Culture Approach, Part II

— y.
Publisher: —
Description: With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group. Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdes picks up where Part I left off. Ms.Valdes uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars. In addition, Ms. Valdes shares four different ways of segmenting the Hispanic market. Withthe benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of… [detailed...]

ISBN: 0967143926
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M. Isabel Valdes, Isabel Valdes, Isabel Valdes
Marketing to American Latinos: A Guide to the In-Culture Approach

— y.
Publisher: —
Description: MARKETING TO AMERICAN LATINOS, PART 1 A Guide to the In-Culture Approach by Isabel Valdes Tap into $400 Billion in Latino Purchasing Power with In-Culture Marketing Named by American Demographics magazine as the `21st Century Star of Multicultural Research,` author Isabel Valdes gives you the facts and figures you need to understand the size and power of the rapidly growing U.S. Hispanic market. She introduces you to the New Latina and Generation , and tells you how to market to them. Most important, she helps you understand the potential of an exploding market and the culturally sensitive issues you must respect if you plan to do business within this enormous Latin community. HIGHLIGHTS: Profile the `New` Hispanic Consumer: A Snapshot of the Year 2000 In 1960 there were fewer than 7 million Hispanic Americans. The 2000 Census will count more than 8.7 million Hispanic households, home to more than 31 million Hispanic Americans. More than 50 charts and tables… [detailed...]

ISBN: 0967143934
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Karen Ritchie
Marketing to Generation X

— y.
Publisher: —
Description: For decades, advertisers have pitched their ads toward Baby Boomers, the great demographic bubble of affluent individuals born between 1946 and 1964. As Boomers became advertising and media executives themselves, this trend was reinforced. But this emphasis on Baby Boomers to the exclusion of all others marginalized a group whos purchasing dollar is becoming more powerful every year -- Generation X. Advertisers and marketers can no longer afford to ignore this group, nor to appeal to Xers with warmed-over Boomer campaigns. Sixty-five million adult `Xers` came of age in a world radically different from the one that Boomers inherited. The decline of the economy and upsurge of divorce have made Xers more sober and cynical, yet more flexible and less ideological, about the definition of `family.` Although jaded by the materialistic `80`s, they are on the whole much more comfortable with interactivity and other sophisticated technology than Boomers. Although disillusioned by the… [detailed...]

ISBN: 0743236580
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Robert Marich
Marketing to Moviegoers: A Handbook of Strategies and Tactics

2009 y.
Publisher: —
Description: While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the second edition of his comprehensive guidebook, Marketing to Moviegoers, veteran film and TV journalist Robert Marich plumbs the depths of the strategies and tactics used by studios to market their films to consumers. Packed with real life examples and useful data, this new edition blends practical, up-to-date information with theory to clearly explain all aspects of promoting motion pictures. Marketing to Moviegoers: A Handbook of Strategies and Tactics takes readers carefully through all of the key components of film marketing. From creative strategy, market research, and advertising to publicity, product placement, and distribution to theaters, Marich`s book covers everything film professionals need to know to mount a successful marketing campaign. Each chapter contains a wealth of useful information—including the historical background of the… [detailed...]

ISBN: 0809328844
Book size: —; Page extent: 336.

 

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George P. Moschis
Marketing to Older Consumers

— y.
Publisher: —
Description: This book was written to help practitioners more effectively design and market products and services to the older consumer. It helps the reader understand how older consumers behave in the marketplace and why they behave the way they do. The book summarizes existing knowledge on their behavior in the marketplace, explains reasons for consumer behavior in later life, and helps the reader translate knowledge into marketing action. [detailed...]

ISBN: 0899307647
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Michael C. Walker
Marketing to Seniors

— y.
Publisher: —
Description: Marketing to Seniors enveils a number of unique aspects of the senior market, including the introduction of the `extended senior customer` to account for the involvement of others in senior purchasing decisions. These include family, friends, advisors and health care professionals, for example. [detailed...]

ISBN: 0759691150
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Martha Barletta
Marketing to Women: How to Increase Your Share of the World`s Largest Market

2006 y.
Publisher: Dearborn Trade Publishing
Description: The complete field guide to the highly profitable women’s market. In this lively 2nd edition of Marketing to Women, Marti Barletta tells you exactly how and why corporations are spending more to capture the multitrillion dollar women’s market. Updated success stories, highly original strategies, tactics, practical applications, and `best practices` make this the most comprehensive resource to help professionals create and execute a complete marketing plan that targets women. An eye-opening new chapter highlights the convergence of the two most significant consumer marketing trends in the U.S. today: the aging of America and the growing financial power of women. Marshalling statistics about inheritance patterns and longevity, the author demonstrates why the terms `mature` and `middle-aged woman` no longer apply. Instead, Barletta has coined the phrase `PrimeTime™ woman` and shows that yesterday’s `little old lady` will be tomorrow’s `Ms. Moneybags,` a marketing… [detailed...]

ISBN: 1-4195-2019-9
Book size: —; Page extent: 360.

 

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Russ Alan Price, Karen Maru File
Marketing to the Affluent: A Toolkit for Life Insurance Professionals

— y.
Publisher: —
Description: — [detailed...]

ISBN: 0872181480
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Thomas J. Stanley
Marketing to the Affluent

— y.
Publisher: —
Description: `Dr, Stanley`s prospecting techniques saved me thousands of hours of tedious work normally given to cold calls and mailer leads.`-Ken Catanella, Senior Vice President, Shearson Lehman Hutton. `This is a must-read book for anyone involved with strategic planning for businesses serving the affluent.`-Seth Poppel, Vice President, Director of Corporate Planning, Chase Manhattan Bank, N.A. [detailed...]

ISBN: 0070610479
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Russ Alan Price, Karen Maru File
Marketing to the Family Business Owners: A Toolkit for Life Insurance Professionals

— y.
Publisher: —
Description: — [detailed...]

ISBN: 0872181499
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Richard C. Maddock, Richard L. Fulton
Marketing to the Mind

— y.
Publisher: —
Description: — [detailed...]

ISBN: 1567200311
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Larry Weber
Marketing to the Social Web: How Digital Customer Communities Build Your Business

2009 y.
Publisher: —
Description: An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth. Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr… [detailed...]

ISBN: 0470410973
Book size: —; Page extent: 272.

 

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Antoni Serra Cantallops
Marketing turistico / Touristic Marketing (Marketing Sectorial / Sectorial Marketing)

2005 y.
Publisher: —
Description: - [detailed...]

ISBN: 8436816536
Book size: —; Page extent: 396.

 

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Michael J Etzel, Bruce J. Walker, William J Stanton
Marketing w/PowerWeb

— y.
Publisher: —
Description: Etzel, Walker, Stanton’s Marketing, 12th Edition will continue to be a low-cost alternative in a paperback format, now including free access to PowerWeb. It incorporates technology throughout, in-text and boxed examples, chapter opening cases, andpart-ending cases. This book was the first to incorporate WWW addresses and in this edition the authors go well beyond that with an in-depth look at how companies are making technology an important part of their successful marketing strategies. The authors have also made it a priority to integrate other important and current themes such as global marketing, customer relationships, small business and entrepreneurship. In this edition, the global marketing chapter was moved to the first part of the book(chapter 3) to introduce its importance early. Global examples and coverage are then integrated throughout. This edition offers a completely new design, a revised supplements package, a new interactive web page and a special package… [detailed...]

ISBN: 0072430346
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Shannon Kinnard
Marketing with E mail: A Spam Free Guide to Increasing Sales, Building Loyalty, and Increasing Awareness

— y.
Publisher: —
Description: E-mail offers a broader reach, higher measurability, quicker delivery, and easier consumer feedback for a lower cost than any other marketing medium. This detailed reference provides advice on how to expand and improve marketing opportunities, communications, and online relationships with this valuable tool. Marketers are guided through a step-by-step process of creating and implementing an e-mail marketing plan for their specific needs. This updated edition includes the latest information on e-mail newsletters, online networking, signature files, and e-mail promotions. Small businesses will appreciate information on how to level the playing field with larger competitors by leveraging unique opportunities available through e-mail. [detailed...]

ISBN: 1885068689
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Sunny T.H. Goh, Khoo Kheng-Hor
Marketing*Wise: An Unconventional Approach to Strategic Marketing in Asia

— y.
Publisher: —
Description: Marketing is one of the only two basic functions of a corporation. But what is marketing? Conventionally, and fundamentally, it?s about satisfying customer needs. So, to succeed in today?s hyper competitive marketing world, customer has to comefirst, and corporations must be customer-oriented, right? The answers in Marketing*Wise may surprise you. Inside, you?ll also discover: · Why the typical strategic marketing process taught in MBA courses need to be re-examined, and a different but reality-grounded process is needed. · Which should come first ? mission or vision ? in setting your marketing direction, and why marketing objectives are ultimately about two ? and only ? two factors so that you don?t end up chasing after the wind. · A different but strategic approach to the common ? but futile ? approach to SWOT (strengths-weaknesses-opportunities-threats) analysis. · Why you should conduct market… [detailed...]

ISBN: 9832639336
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Andrew Crane
Marketing, Morality and the Natural Environment

— y.
Publisher: —
Description: With evidence gathered from extensive case studies, this volume provides a new look at marketing, and in particular the move to establish ostensibly `green` marketing. [detailed...]

ISBN: 0415213827
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Darlene E. Weingand
Marketing/Planning Library and Information Services:

— y.
Publisher: —
Description: Framing sound marketing principles within the context of customer service, Weingand demonstrates how current marketing ideas and strategies can contribute to effective library and information center management. This practical handbook gives a broad overview of the entire marketing/planning system-from creating a marketing team and developing a mission to conducting a marketing audit, setting goals, creating an action plan, designing and pricing the product, promoting services, and evaluating the end result. [detailed...]

ISBN: 1563086123
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Malcolm McDonald, Martin Christopher, Margrit Bass, Susan Baker, Simon Knox
Marketing: A Complete Guide

— y.
Publisher: —
Description: Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues. [detailed...]

ISBN: 033399437X
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Malcolm McDonald
Marketing: A complete guide in pictures, Second Edition

2004 y.
Publisher: —
Description: Book DescriptionSuccessful executives know that marketing as a process and an orientation is a necessity for understanding where to go and how to get there. It is not difficult to spot organizations that have not adopted a marketing approach! So that managers and students can quickly grasp the key principles one of the world`s leading marketing educators, Malcolm McDonald has teamed up with an expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide. Using full colour cartoons, packed with ideas and examples, this second edition of Marketing: a pictorial guide for managers is a highly approachable primer. However based as it is on the internationally best selling Marketing Plans textbook itis also both a rigorous and serious introduction to the subject. * A unique marketing introduction taking a pictorial approach * Very powerful and very fast learning tool for the key concepts in Marketing * Written by… [detailed...]

ISBN: 0750661984
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Gary Armstrong, Philip Kotler
Marketing: An Introduction (6th Edition)

— y.
Publisher: —
Description: This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars?(1) theory and concepts, (2) practices and applications, and(3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing?in sales forces, retailing, advertising, research, or any other areas. [detailed...]

ISBN: 0130351334
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Gary Armstrong, Philip Kotler
Marketing: An Introduction - International Edition

2008 y.
Publisher: —
Description: - [detailed...]

ISBN: 0135153107
Book size: —; Page extent: 656.

 

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Gary Armstrong, Philip Kotler
Marketing: An Introduction and MyMarketingLab Package (9th Edition)

2008 y.
Publisher: —
Description: This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and eting, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every mar [detailed...]

ISBN: 0138157189
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K. Douglas Hoffman, Michael R. Czinkota, Peter R. Dickson, Patrick Dunne, Abbie Griffin, Michael D. Hutt, Bilaji Krishnan, John H., Jr. Lindgren, Robert F. Lusch, Ilkka A. Ronkainen
Marketing: Best Practices

— y.
Publisher: —
Description: Seventeen experts, one voice! The premise behind Marketing: Best Practices is simple yet effective: combine the expertise of the best and brightest in marketing. The second edition continues the tradition of highlighting the best practices from every facet of marketing. Each chapter is written by an authority in their field of marketing, all of whom are highly regarded for both academic and professional achievements. This unique collaboration results in one of the most cutting-edge texts to hit the principles market in years.Dr. Doug Hoffman, in addition to his chapter on Services Marketing, served as managing editor to ensure a focused and streamlined presentation throughout the book. Without losing the distinct flavor of each contributing author, every chapter is consistent in both format and pedagogy. The writing style is uniform and targeted for the undergraduate level. Cutting-edge topics drive the Opening Vignettes, and the copy maintains a lively, energetic tone. The end… [detailed...]

ISBN: 0030349990
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Anthony G. Bennett
Marketing: By America`s Leading Corporations

— y.
Publisher: —
Description: Written by experts from America`s most successful companies, this unique business tool offers an informed perspective and provides an understanding of the current marketing environment. Using more than 1,500 examples of current products and services, thebook covers the major marketing elements of product development, pricing strategies, marketing communications, and distribution as well as important current topics such as international marketing, ethics, quality, environmental marketing, and financing. Business leaders from 84 contributing companies examine a range of products and services, comment on both high-tech and low-tech products, and represent both industrial and consumer positions. Most of the contributing companies rank in the Fortune 100, and the authors were selected through recommendations by associations, trade journals, government agencies, and other professionals in their fields. [detailed...]

ISBN: 0972377506
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Gilbert D. Harrell
Marketing: Connecting With Customers

2008 y.
Publisher: —
Description: Designed for the Principles of Marketing course, this book communicates precisely what todayOs outstanding marketers do?CONNECT. It examines five supporting themes that will shape the field of marketing well into the 21st century: Connecting through technology, Connecting through relationships, Connecting with diversity, Connecting [detailed...]

ISBN: 0536750009
Book size: —; Page extent: 586.

 

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Michael J. Baker
Marketing: Critical Perspectives on Business and Management (Five Volume Set)

— y.
Publisher: —
Description: This outstanding multi-volume set gathers together the most important articles and essays on the development of the marketing phenomenon. The most comprehensive reference and research tool of its kind, it includes approximately 160 articles, combining the best of both the American and European literature and covering a period of over 70 years. [detailed...]

ISBN: 0415213967
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Jonathan Groucutt
Marketing: Essential Principles, New Realities

2004 y.
Publisher: —
Description: Book DescriptionThis new textbook has been researched, and developed primarily for undergraduates. Written in student-oriented language, user-friendly and accessible, it also provides material of a rigorous academic standard. Each chapter conforms to the following set structure, designed to raise issues for consideration and research: Introduction Learning objectives Main chapter teaching Chapter summary Exercises and questions for review and critical thinking References and notes Peppered throughout with `mini` international case studies that provide marketing insights and discussion opportunities, the book also includes illustrative material and photographs to help clarify specific points. The text has been extensively reviewed and revised by both academics and practitioners, ensuring that the content and structure reflects the needs of today`s students. [detailed...]

ISBN: 0749441143
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Joel R. Evans, Barry Berman
Marketing: Marketing in the 21st Century

2006 y.
Publisher: —
Description: The new 10th edition of Evans and Berman?s Marketing 10e text continues its savvy transformation into a state-of-the-art multimedia package. The subtitle, Marketing in the 21st Century, signifies the focus on marketing concepts essential for the future success of any organization or person, presented in a technologically advanced pedagogical format. The print version has all the elements that you expect from Evans and Berman: comprehensive topical coverage, colorful design, cases, career material, etc. [detailed...]

ISBN: 0759393257
Book size: —; Page extent: 680.

 

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William O Bearden, Thomas N Ingram, Raymond W LaForge
Marketing: Principles and Perspectives Loose Leaf

— y.
Publisher: —
Description: Bearden et al. take a cutting edge approach to marketing. This text continues to be a leader in the coverage of the most recent marketing thought. In the first edition, our emphasis on integrated marketing communications (Part 7) and our separate chapter on direct marketing (chapter 21) were the best examples of this competitive advantage. In addition, for the second edition we have added a focus on customer loyalty and cross-functional teams, as well as full integration of the Internet. Bearden not only talks about what marketing is, but prepares the students to be marketers by involving them in interactive exercises which strengthen decision making skills. [detailed...]

ISBN: 0256218978
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William O Bearden
Marketing: Principles and Perspectives w/ Powerweb, 4/e (Looseleaf)

2003 y.
Publisher: —
Description: Book DescriptionMarketing: Principles and Perspectives, 4e is a cutting edge text. In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing. In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet / technology. The third edition includes an Internet Marketing chapter and continues to fully integrate the Internet throughout. The authors not onlytalk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, 4e offers the latest coverage, quality professor supplements, and an interactive studentweb tool and still it is approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fourth edition, however, the over-riding theme concentrates on building customer equity. [detailed...]

ISBN: 0072860588
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