Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.
The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.
Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.
Visit the Companion website at www.routledge.com/textbooks/9780415370974
Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition: a focus on customer service is central - this concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers. The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented. Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position. In this title, 'Stop and Think' features cause the reader to stop and think about how management principles are used in marketing positions (ie - issues related to planning, organizing, and leading). 'YourCareer' features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates. It includes chapters on data warehousing, internal and external communications, and website management - coverage lacking in competing texts. 'Customer Corner' insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems. Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts. End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. This title features excellent summary of chapter concepts.
Your fast track to successful digital marketing
This book is filled with excellent start to finish information on how to make your very first website using WordPress. This Book Includes Following Topics Index: Introduction Chapter 1 How To Create Your Own Website Through Wordpress In "5 Minutes"? Wordpress.Com Is Divided Into 3 Categories Which Are: (a)Wordpress.com for Beginner: (b)Wordpress.com for Premium: (c)Wordpress.com for Business. Limitation Of Free Hosting Service Chapter 2 Create The Website With Own Domain Name Chapter 3 How To Rent The Hosting Service Hosting Space How To Choose Web Hosting Service? Chapter 4 How To Point A Domain Name To Your Website? Get Your Web Host's Name Servers Enter The Name Servers Into Your Registrar's Settings For Your Domain Chapter 5 How To Install Wordpress In Cpanel? Get The Files Onto Your Server Set Up The Database: Chapter 6 How To Add A Page In A Wordpress? Chapter 7 How To Create Category In Wordpress? Chapter 8 How To Add A Post In A Wordpress? Chapter 9 How To Add "Menu" In A Wordpress? Chapter 10 What Are Widgets? How To Add "Widget" In A Wordpress? Chapter 11 Install Plugins To Get The Most Out Of Your Website 1.SEO Plugins For Wordpress 2.Newsletter Plugins For Wordpress: 3.Social Media Plugins For Wordpress: 4.Mobile Friendly Plugins For Wordpress: 5.Widgets Plugins For Wordpress: 6.Google Adsense Plugins For Wordpress: Chapter 12 Best Themes For Wordpress
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management.
In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives to better comprehend their relationships in markets. This book highlights the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution, among others.
With global contributions grounded in the authors' primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.
Website Developers Articles
Website Developers Books