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Marketing Calculator
by Guy R. PowellThis book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers.Even in a crowded theoretical marketing environment there are three new concepts being introduced:1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite.2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness.3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results.It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level.Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
Marketing Case Studies in Emerging Markets: Contemporary Multi-industry Issues and Best-practices (Springer Business Cases)
by Dilip S. Mutum Ezlika M. Ghazali Soo Yeong Ewe Racheal Louis VincentThere is an increasing interest in emerging markets because of the higher economic growth rates compared to developed economies. However, these markets have a diverse consumer base with unique needs and preferences. As a result, companies in these markets face different challenges and opportunities. Unfortunately, there is a lack of marketing cases from these markets. This book presents actual real-world marketing cases in these markets offering an in-depth look at some of the issues faced by companies in different industries. It is hoped that the cases would serve as valuable reference material for academics, students, professionals in marketing, business strategy, and other related fields as well as policymakers, to better understand the challenges of these markets, and develop strategies to succeed in them.
Marketing Cases from Emerging Markets
by Eva Kipnis Sanjit Kumar Roy Dilip S. MutumDespite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module.
Marketing Cases from Emerging Multinational Enterprises: National Brands Asserting Themselves on the Global Stage (Springer Business Cases)
by Zafar U. Ahmed Omer F. GencGlobalization has changed the world economic picture and emerging markets have developed very fast. Several multinational companies from emerging markets came to world arena and compete with big multinationals from developed countries. This book explores the ways in which emerging multinational enterprises (eMNEs) work to become competitive global brands. It explores eMNEs from industries such as airlines, banking, food distribution, automotive, and information technology. These cases are useful to researchers, scholars, students and practitioners interested in eMNEs, branding and emerging markets.
Marketing Challenges in Transition Economies of Europe, Baltic States and the CIS
by Erdener Kaynak Gopalkrishnan R Iyer Lance A MastersMarketing Challenges in Transition Economies of Europe, Baltic States and the CIS is a collection of conceptual and empirical articles on the developments of markets, marketing orientation, and marketing strategy in the transition economies of Eastern and Central Europe, the Baltic States, and the CIS. This unique book includes conceptual frameworks and research studies that will illuminate topics, such as marketing institutional development, marketing orientation, and foreign direct investment to help you gain a better understanding of the current and future roles of marketing in transition economies.
Marketing Challenges in a Turbulent Business Environment
by Mark D. Groza Charles B. RaglandEdited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers' ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure better service quality, and most of all, create value for stakeholders even in such a turbulent business environment. Showcasing cross-cultural research from academics, scholars and practitioners from around the world, this volume provides insight and strategies for various marketing issues in today's emerging markets. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Marketing Channel Strategy
by Robert Palmatier Louis Stern Adel El-Ansary Erin AndersonFor advanced undergraduate and/or graduate-level courses in Distribution Channels, Marketing Channels or Marketing Systems. Marketing Channel Strategy shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.This program will provide a better teaching and learning experience--for you and your students. Here's how: Bring Concepts to Life with a Global Perspective: Varied topics are covered, bringing in findings, practice, and viewpoints from multiple disciplines. Teach Marketing Channels in a More Flexible Manner: Chapters are organized in a modular format, may be read in any order, and re-organized. Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.
Marketing Channel Strategy: An Omni-Channel Approach
by Robert W. Palmatier Eugene Sivadas Louis W. Stern Adel I. El-AnsaryMarketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book.
Marketing Channels and Supply Chain Networks in North America: A Historical Analysis (SpringerBriefs in Business)
by Robert D. Tamilia Karen Hopkins O. C. FerrellThis book provides a rare historical analysis on the development and importance of marketing channels to Supply Chain Management (SCM) in Northern America. In particular, the book looks at the period 1850 to the present, to understand the evolution, the trends and the current status. It aims to bring back this forgotten area of research, to the mainstream marketing thought process. A general overview of developments in marketing channels will help the reader understand what changes occurred and how some of these changes impacted marketing education and practice. First, the book provides an overview of the historical background of how manufacturing and distribution evolved in the 19th century. Next, the marketing channels and supply chain networks are defined. Then the three time periods within 1850- present are covered. The book explains how supply chain has become prominent in organizations, the movement to non-store retailing and the omnichannel is discussed to focus on recent developments in distribution. Finally, developments that relate to the academic discipline and implications for the future are examined. The book concludes by describing the relationship between marketing channels and supply chain today, based on historical analysis.
Marketing Chateau Margaux
by Daniela Beyersdorfer Vincent Dessain Anders Sjoman John Deighton Leyland PittChateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more control of distribution instead of leaving it to the Bordeaux wine merchants. Also, can the Chateau build marketing and sales capabilities on its own? Who is the target market, wine connoisseurs or the newly rich? Corinne Mentzelopoulous, who took over the estate from her father in 1980, wonders whether a new lower-priced wine should be added to the portfolio.
Marketing Communication in African Languages (Routledge African Media, Culture and Communication Studies)
by Abiodun Salawu Kehinde OyesomiThis edited volume considers the use of African languages for marketing communication. The importance of an indigenous language stems from its benefits, which include increased comprehension and a sense of resonance among the target audience, which makes it more memorable as opposed to foreign languages.Chapters in the book variously examine African traditional advertising and marketing; popular culture as a channel for advertising and marketing; political communication, advertising and marketing; commercials and public relations in African languages; as well as branding, corporate and public communication in African languages. The use of African languages for marketing communication is considered on the traditional mass media and the digital media. Readers will gain a lot of insights into the theory and practice of marketing communication in African languages.
Marketing Communication: A Critical Introduction
by Richard VareyProviding a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cultural studies and critical management studies to shift the focus from message-making to relationship-building. Providing a contemporary examination of marketing as a social process, author Varey focuses on a planned, integrated marketing communication programme. He combines a managerial perspective with current communication and marketing theory, to develop a contemporary set of principles, incorporating such recent developments as e-communication and new media. It investigates the issues of: organizing and locating marketing in a business corporation management responsibility for planning and decision making the role of the marketing communication manager in contemporary society. With a good balance of theory and practice and UK and European case studies, this noteworthy book covers a range of issues of significance to both the public and private sectors, and large, medium and small businesses.
Marketing Communications
by Stephan Dahl Lynne Eagle Barbara Czarnecka Jenny LloydWith the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Marketing Communications
by Stephan Dahl Lynne Eagle Barbara Czarnecka Jenny LloydMarketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers’ strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors’ guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.
Marketing Communications
by John EganHow many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury's gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully? In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. 'Insight' boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working in 'marcoms'; it will make your study fun along the way. For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack: study.sagepub.com/egan This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.
Marketing Communications
by John EganJohn Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications. The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features. New to this edition: · New chapters on Digital Marketing and Analytics and Social Media Marketing · Strong focus on marketing communications analytics · Update of examples, case studies and references Online resources for both instructors and students complement the book. These include PowerPoint slides, an Instructors&’ manual, MCQ&’s with answers for instructors, a glossary, flashcards, links to relevant websites and videos. Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.
Marketing Communications
by John EganJohn Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications. The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features. New to this edition: · New chapters on Digital Marketing and Analytics and Social Media Marketing · Strong focus on marketing communications analytics · Update of examples, case studies and references Online resources for both instructors and students complement the book. These include PowerPoint slides, an Instructors&’ manual, MCQ&’s with answers for instructors, a glossary, flashcards, links to relevant websites and videos. Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.
Marketing Communications
by John EganMarketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way. This fourth edition: Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industries Features new case studies from companies and brands such as Amazon, Burger King, Facebook and John Lewis Covers timely topics such as online retailers, social media networks (e.g. TikTok), social media influencers and marketing ethics This textbook is essential reading for students studying marketing communications or a related topic. John Egan is Professor of Marketing at Regent’s University, London.
Marketing Communications
by John EganMarketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way. This fourth edition: Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industries Features new case studies from companies and brands such as Amazon, Burger King, Facebook and John Lewis Covers timely topics such as online retailers, social media networks (e.g. TikTok), social media influencers and marketing ethics This textbook is essential reading for students studying marketing communications or a related topic. John Egan is Professor of Marketing at Regent’s University, London.
Marketing Communications
by Ze Zook Pr SmithMarketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts.
Marketing Communications
by Thales S. TeixeiraThis note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how consumers respond to communication attempts. Finally, it lays out a framework for marketers to manage the entire communication process.
Marketing Communications Management
by Paul CopleyMarketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.
Marketing Communications Management: Analysis, Planning, Implementation
by Paul Copley<p>This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. <p>Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi's, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. <p>The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.</p>
Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives (Palgrave Studies of Marketing in Emerging Economies)
by Ogechi Adeola Robert E. Hinson A M SakkthivelAdvances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.
Marketing Communications and Brand Development in Emerging Markets Volume II: Insights for a Changing World (Palgrave Studies of Marketing in Emerging Economies)
by Ogechi Adeola Robert E. Hinson A. M. SakkthivelAdvances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.