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David A. Aaker, V. Kumar, George S. Day
Marketing Research

1997 y.
Publisher: John Wiley and Sons, Ltd
Description: What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today`s businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features: A new focus on database marketing - one of many Emerging, Applications of Marketing Research treated in depth in a new chapter, A new chapter on one of the exciting and high-interest new trends in the market - Marketing Research on the Internet, Coverage of… [detailed...]

ISBN: 0-471-17069-0
Book size: —; Page extent: 792.

 

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Willem Burgers
Marketing Revealed: Challenging the Myths

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

ISBN: 0230537146
Book size: —; Page extent: 200.

 

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II, Gordon C. Bruner, Karen E. James, Paul J. Hensel
Marketing Scales IV: Organizational Behavior (Marketing Scales Series)

2008 y.
Publisher: —
Description: This updated version provides all new uses of previously developed scales in consumer behavior that appeared between 1998 and 2001. The authors presents scales along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. [detailed...]

ISBN: 0324312369
Book size: —; Page extent: 800.

 

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Alan R. Andreasen
Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment

1995 y.
Publisher: Jossey-Bass
Description: This important book offers a revolutionary approach to solving a range of social problems-drug use, smoking, unsafe sex, and overpopulation--by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to `buy` safe sex practices. This successful approach is based on Alan R. Andreasen`s more than twenty years of experience in consulting, teaching, and research with social marketing programs around the world. Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer-who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan. … [detailed...]

ISBN: 0787901377
Book size: —; Page extent: 368.

 

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Ashok Ranchhod
Marketing Strategies : A Twenty-first Century Approach

2004 y.
Publisher: —
Description: — [detailed...]

ISBN: 0273651927
Book size: —; Page extent: —.

 

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Jonathan Snyder
Marketing Strategies for Engineers

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

ISBN: 0872628590
Book size: —; Page extent: —.

 

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Michael Sedge
Marketing Strategies for Writers

— y.
Publisher: —
Description: A wizard at promoting his own work shares with other writers the aggressive guerrilla tactics needed for winning in today`s highly competitive marketplace. The book details the skills and strategies writers must master to sell themselves and their work, from researching the marketplace to becoming lecturers, teachers, and experts in a particular field, to networking with editors and publishers, pitching to radio and television producers, and exploring the Internet. This invaluable guide takes writing careers to new levels with these top-of-the-line resources. Michael Sedge is the author of The Writer`s and Photographer`s Guide to Global Marketing and several other successful books, plus thousands of articles. He works and lives in Naples, Italy. [detailed...]

ISBN: 1581150407
Book size: —; Page extent: —.

 

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George P. Moschis
Marketing Strategies for the Mature Market

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

ISBN: 0899308872
Book size: —; Page extent: —.

 

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Lars Tvede, Peter Ohnemus, Lars Tvede, Robert Montgomery, Peter Ohnemus
Marketing Strategies for the New Economy

— y.
Publisher: —
Description: Two men meet a big bear in the forest. One of them sits down to put on his running shoes. The other looks at him and says, ?Its no use. You cant outrun a bear anyway. The first one answers, ?I dont have to outrun the bear. I just have to outrunyou. Speed against competitors is just one of the key lessons outlined in this new book from Lars Tvede and Peter Ohnemus. E-business is here for good and people are waking up to the fact that traditional marketing techniques may not stand up to new requirements set out by the ?new economy. The question is, ?which of the traditional techniques still work, and which techniques need to be revamped? The authors outline marketing strategies that use traditional methods where appropriate but, where required, introduce new techniques. These techniques are part of a new, distinctive school of thought in marketing ? the ?Digital School of Marketing. Traditional marketing schools, for example, have observed the importance of… [detailed...]

ISBN: 0471492116
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Stuart C. Rogers
Marketing Strategies, Tactics, and Techniques : A Handbook for Practitioners

— y.
Publisher: —
Description: For professionals who feel lost in a forest of marketing and for students who need ways to organize and access what they are learning quickly, this is the guide and sourcebook for you. Rogers lists and defines 1,012 marketing strategies and tactics succinctly by category, and provides a way to retrieve them by any of the different names they`re known by. He explains several hundred proven marketing techniques, and defines essential and obscure marketing terms. As a reliable how-to for people preparing formal plans for projects in marketing, advertising, and public relations, Rogers` `field tested` material, his own and others`, can be quickly understood and immediately applied. [detailed...]

ISBN: 1567204112
Book size: —; Page extent: —.

 

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Orville C Walker
Marketing Strategy : A Decision Focused Approach (McGraw-Hill/Irwin Series in Marketing)

2005 y.
Publisher: —
Description: Book DescriptionMarketing Strategy 5/e is a flexible, short, paper-back text which can be used on its own or packaged with a case book. It 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 book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy. [detailed...]

ISBN: 0072961902
Book size: —; Page extent: —.

 

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Graham Hooley, John Saunders, Nigel F. Piercy, Brigitte Nicoulaud
Marketing Strategy and Competitive Positioning (4th Edition)

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

ISBN: 0273706977
Book size: —; Page extent: 632.

 

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Sharan Jagpal
Marketing Strategy and Uncertainty

— y.
Publisher: —
Description: This unique book develops a rigorous integrated theory of marketing under uncertainty. Cutting across traditional functional boundaries, the author develops behaviorally rich and empirically implementable solutions to previously neglected strategic problems, including: * coordinating marketing policy in a multiperiod framework under uncertainty * choosing optimal policy when the data contain measurement error * designing new products when consumers have heterogeneous attitiudes to risk and uncertain perceptions * selecting personnel and measuring performance in multiproduct firms when employee ability is unobservable * designing optimal incentive schemes for decentralized multilevel organizations, multidivisional firms and multinational corporations Management Strategy and Uncertainty has been successfully class-tested in marketing courses at the MBA level and in Executive Education programs, it is ideal for courses in marketing management and strategy. It`s… [detailed...]

ISBN: 0195125738
Book size: —; Page extent: —.

 

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Paul Fifield
Marketing Strategy, Third Edition

2007 y.
Publisher: —
Description: - [detailed...]

ISBN: 0750656751
Book size: —; Page extent: 336.

 

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Orville C Walker, Jr., Harper W Boyd, John Mullins, Jean-Claude Larreche, Jr., Harper Boyd, John Mullins, Jean-Claude Larreche
Marketing Strategy: A Decision-Focused Approach

— y.
Publisher: —
Description: Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published case book. It 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/interfunctional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy. [detailed...]

ISBN: 0072553936
Book size: —; Page extent: —.

 

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E. J. Nijssen, Ruud T. Frambach, Edwin J. Nijssen
Marketing Strategy: Creating Customer Value Through Strategic Marketing Planning - A Management Approach

— y.
Publisher: —
Description: Creating and delivering superior customer value is essential for organizations operating in today`s competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place. Marketing Strategy: Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. 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. The structure of the book guides the reader through the process of writing a strategic… [detailed...]

ISBN: 0792372727
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David Mercer
Marketing Strategy: The Challenge of the External Environment

— y.
Publisher: —
Description: Marketing Strategy is a unique introduction to marketing strategy development. The volume adds future studies methodology to traditional methods of environmental analysis, and presents a marketing approach for dealing effectively with the increasingly dynamic business environment. Paradoxically, the fast-changing business environment of today requires a longer planning horizon than the short-and- medium term typically covered by environmental analysis. Marketing Strategy provides this by supplementing traditional environmental analysis - for example, scanning and market research - with future studies methodology - for example, forecasting and scenarios. It shows how these powerful techniques and insights can b [detailed...]

ISBN: 0761958762
Book size: —; Page extent: —.

 

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Paul Fifield
Marketing Strategy: The Difference Between Marketing and Markerts

2007 y.
Publisher: Elsevier
Description: The third edition of the highly successful `Marketing Strategy`, has not simply been updated from the previous edition, it has been re-written. This latest book from Paul Fifield is based on the author`s own business consultancy experience and the SCORPIO model he has developed, with clients, to help organizations create market strategies capable of dealing with today`s cut-throat competitors. The model forms the centrepiece of a new edition which provides a genuinely new aid for those working in the `no-man`s-land` between corporate strategy and marketing tactics - in market strategy. It helps the busy practitioner create a step-by-step process in which the key components are: Segmentation and targeting - which customers should you target and why? Customers - who are they, what do they want, how can you create real customer value? Organization processes and culture - how do you get the organization on your side? Retention -… [detailed...]

ISBN: 978-0-7506-5675-7
Book size: —; Page extent: 328.

 

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O. C. Ferrell
Marketing Strategy

2004 y.
Publisher: —
Description: Book Description Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps to develop a customer-oriented market strategy and market plan. [detailed...]

ISBN: 0324201400
Book size: —; Page extent: —.

 

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Orville C. Walker, Harper W. Boyd, Jean Claude Larreche, Jean-Claude Larreche
Marketing Strategy

— y.
Publisher: —
Description: Marketing Strategy is a flexible, short, paper-back text which can be used on its own or packaged with a casebook (Cravens, Lamb, Crittenden Strategic Marketing Management Cases - 1999) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy. The text offers a focus on the strategic planning process and marketing`s interfunctional relationships. [detailed...]

ISBN: 0256261180
Book size: —; Page extent: —.

 

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Patrick Forsyth
Marketing Stripped Bare: An Insider`s Guide to the Secret Rules

— y.
Publisher: —
Description: Marketing is a big subject. It`s complex and often misunderstood. If we accept that every organization has customers or clients -- a public to serve -- then there has to be marketing. Without marketing your public won`t be aware of your service or products and you won`t have a market. Without a market you won`t have a business. For those of us who aren`t privy to the intriguing and baffling world of marketing, Patrick Forsyth exposes its inner workings in this enlightening and entertaining guide. `Marketing Stripped Bare` is unlike other books that promise to explain the marketing process. You won`t find dry theoretical models here. Nor will you be bamboozled with trendy business-speak. And it will put any misconceptions firmly to rights. You`ll realize that marketing isn`t the sole preserve of the creative, lateral-thinking mavericks, nor of the number crunching IT brigade. By stripping marketing down to its bare essentials you learn: * How marketing works, *… [detailed...]

ISBN: 0749439971
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Joyce K. Smiley
Marketing Success Stories, Second Edition : Conversations with Leading Lawyers

2005 y.
Publisher: —
Description: Book DescriptionThis practice building resource is a collection of anecdotes on successful and creative marketing techniques used in a variety of practice settings. [detailed...]

ISBN: 1590312511
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Karen G. Strouse
Marketing Telecommunications Services : New Approaches for a Changing Environment (Artech House Telecommunications Library)

— y.
Publisher: —
Description: Whether you?re a novice or veteran marketing professional, this first-of-its-kind resource provides valuable guidance for developing effective marketing strategies, improving market readiness, and increasing profitability in a rapidly expanding marketplace. You?ll get comprehensive coverage of fundamental marketing concepts, competitive intelligence and insight on the marketing activities of telecommunications carriers, descriptions of the changes caused by deregulation, and implementation instructions for marketing strategies in channel selection, entry, market segmentation, pricing, and more. Marketing Telecommunications Services identifies customer demands for tailored communications service and details the challenges spurred by intense price competition, significant churn, and constant technological change. It helps measure your readiness to operate effectively in a fully competitive market and provides in-depth coverage of sophisticated computer technologies available to help you… [detailed...]

ISBN: 158053015X
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Marketing Theory And Practice: A Hungarian Perspective

2004 y.
Publisher: —
Description: — [detailed...]

ISBN: 9630580993
Book size: —; Page extent: —.

 

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Jagdish N. Sheth, David M. Gardner, Dennis E. Garrett
Marketing Theory: Evolution and Evaluation

— y.
Publisher: —
Description: This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work. [detailed...]

ISBN: 0471635278
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Russ Alan Prince, Karen Maru File
Marketing Through Advisors: A Toolkit for Life Insurance Professionals

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

ISBN: 0872181596
Book size: —; Page extent: —.

 

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Alex Michael, Ben Salter
Marketing Through Search Optimization: How to be found on the web

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

ISBN: 0750659793
Book size: —; Page extent: —.

 

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Carol Mueller, Eleanor Lewitt Smiley
Marketing Today`s Fashion

1994 y.
Publisher: Prentice Hall
Description: This text includes the newest developments in children`s markets, more emphasis on international markets, discussion on marketing accessories separately, job skills required by industry - career opportunity descriptions, case study recommendations, new chapter on how social, political, economic, and technological forces affect fashion changes, and techniques for improving communications. [detailed...]

ISBN: 0130430013
Book size: —; Page extent: 320.

 

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John L. Fortenberry Jr.
Marketing Tools for Healthcare Executives, Second Edition

2005 y.
Publisher: —
Description: Book DescriptionSince its initial publication in 2002, Marketing Tools for Healthcare Executives has served as the essential marketing desk reference for healthcare executives, scholars, and students. Now in its second edition, Marketing Tools for Healthcare Executives 2/E is completely revised and significantly expanded. Improvements include an extended range of thirty-eight essential marketing tools, an updated introduction to marketing, and a comprehensive glossary of marketing terminology. Retaining its original format, each chapter of Marketing Tools for Healthcare Executives 2/E focuses on a specific marketing tool and can be read as a stand-alone document. The highly-detailed, step-by-step guidance and rich illustrations provided in the book make it a true application manual for those seeking guidance in healthcare marketing. From time-tested classics to new classics to soon-to-be-classics of the marketing discipline, Marketing Tools for Healthcare Executives 2/E provides… [detailed...]

ISBN: 0971741824
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A. V. Seaton, M.M. Bennett
Marketing Tourism Products: Concepts, issues, cases

— y.
Publisher: —
Description: This book, unlike any of its competitors, focuses on the concept of the tourism product. It distinguishes the tourism product from the type of product dealt with in general introductory marketing texts, for instance the immense span of products encompassed by tourism and the existence of markets within markets. A number of chapters are contributed by subject specialists. [detailed...]

ISBN: 1861523025
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Marketing Trends for Organic Food in the 21st Century (Computers and Operations Research, Vol. 3)

2004 y.
Publisher: —
Description: Book DescriptionThe marketing of organic products is viewed as a significant link between the production side of the business and the consumers, thereby facilitating the distribution of these relatively new products. It has become obvious that companiescan organize organic production and influence consumers? purchasing behaviour through the employment of appropriate marketing strategies. This book explores the marketing trends for organic food products through the analysis of those elements that contribute to the expansion of the organic product market. It will aid marketers in facing the challenges that the organic food sector will encounter in the future. [detailed...]

ISBN: 9812387684
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