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Explains marketing management concepts and applications in nonprofit, charitable and nongovernmental organizations in an easy-to-follow style. This text presents marketing concepts, supported with real-world examples. Meer
Presents an overview of the field of marketing. This book offers a collection compiled by an international advisory board of marketing academics with contributions from scholars in the field, each covering research issues in particular areas of expertise. Meer
Packed full of lively debate and funny anecdotes, covering topics marketing students are familiar with, such as key thinkers and concepts, and some they are not, this book looks at areas such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures. Meer
Packed full of lively debate and anecdotes, this title covers topics marketing students are familiar with, such as key thinkers and concepts. It looks at areas such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures. Meer
As the market place changes under the impact of the rapid transformation of information and the Internet, marketing plans are more important than ever. Meer
The four-volume collection speaks to important emerging trends in the field of critical marketing; specifically with regard to the connections between critical marketing, contemporary theories of emotional, aesthetic and sexual labour, critical social marketing, macromarketing and political economy. Meer
This new five-volume collection brings together the seminal articles that students and scholars must assimilate if they are to have a fully rounded understanding of the relevance of philosophy for their research, the varied nature of marketing and consumer research, and to help situate their own contributions to knowledge. Meer
The customer orientation philosophy of modern business organizations and the implementation of the main principles of continuous improvement, justifies the importance of evaluating and analyzing cust omer satisfaction. Meer
A Twenty-First Century Guide to Aldersonian Marketing Thought introduces readers to the life, the writings and the intellectual legacy of Wroe Alderson, the preeminent marketing thinker of the mid-twentieth century. Meer
Based on their studies of successful firms, the authors highlight two main paths to success. As well as delivering a groundbreaking new analytical framework, they also provide practical advice to practitioners on avoiding pitfalls and taking decisions while elaborating their marking discipline. Meer
This book presents a new and practical segmentation approach to be used in global customer management in the form of a scale by which to measure the level of corporate globalization. Meer
Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Meer
The world of pricing has been changing at a fast pace. There has been a development of new dynamic pricing strategies, an explosion of new pricing tactics, and a focus on smarter buyers. Meer
We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Meer
The Social Media Manifesto is a handbook to enable leaders across the business to understand how social technology can be incorporated into their company. Meer
Companies and agencies spend vast amounts of money to advertise and brand products and music has been an important part of this. This book assesses how from selecting sound and music for individual products and adverts many large companies have moved to develop a music strategy to align their brand and create emotional impact. Meer
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