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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.
Marketing Communications for Local Nonprofit Organizations: Targets and Tools
by Walter W Wymer, Jr Teri Kline Henley Donald SelfHelp your nonprofit organization keep up with the competition!As the competition for funding among nonprofit organizations becomes more intense, so does the need to develop survival strategies that focus limited resources in the most effective ways. Marketing Communications for Local Nonprofit Organizations: Targets and Tools presents proven methods for effectively reaching the target markets essential to your organization&’s future. This practical guidebook is divided into two easy-to-use sections: “Targets” details how to develop employees and volunteers, form alliances with for-profit organizations, and develop social entrepreneurship programs; “Tools” explains how to make maximum use of communications and media (advertising, direct marketing, public relations), fundraising, and Internet and e-commerce potential.Marketing Communications for Local Nonprofit Organizations: Targets and Tools also provides expert guidance on: multimedia marketing, including Web conferencing event planning and promotion branding and positioning promotional products tax, legal, cultural, and financial issues and much more!Marketing Communications for Local Nonprofit Organizations: Targets and Tools is an essential handbook for nonprofit organizations as they struggle against reduced government funding and a rapidly changing environment. Educators and students will also find the book invaluable as a how-to marketing guide based on effective methods and proven strategies.
Marketing Communications in Emerging Economies, Volume I: Foundational and Contemporary Issues (Palgrave Studies of Marketing in Emerging Economies)
by Robert E. Hinson Ayça Can Kirgiz Thomas Anning-Dorson Henry Boateng Albert Anani-Bossman Meenakshi GujralThe first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.
Marketing Communications in Emerging Economies, Volume II: Conceptual Issues and Empirical Evidence (Palgrave Studies of Marketing in Emerging Economies)
by Stanley Coffie Robert E. Hinson Thomas Anning-Dorson Genevieve Bosah Ibn Kailan Abdul-HamidDrawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.
Marketing Communications in Tourism and Hospitality: Concepts, Strategies And Cases
by Scott McCabeThe rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies.How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge?Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context.This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.
Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies
by Ze Zook PR SmithThe integration of online and offline marketing techniques is central to modern marketing practice. Companies can no longer compete if their digital and traditional marketing operate in silos, and organizations are therefore looking for graduates with the skills to implement genuinely integrated marketing campaigns. This new edition of Marketing Communications has had, from its very first edition, a strong focus on integration, and will give students the precise skills that employers are seeking. This new, seventh edition is written by both an academic and professional, and therefore provides the perfect balance of research and theory combined with real world practicality that teaches students the why behind the how. Marketing Communications features a mixture of extended and short case studies, giving lecturers the flexibility to choose what best suits their teaching style. With increased focus on social media as well as coverage of the latest digital technologies, students will learn more than just how to use the current preferred digital marketing tools - they will become truly confident working in an environment of ongoing technological transformation. Online resources include chapter PowerPoints, multiple choice question bank, and video reviews.
Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies
by Ze Zook PR SmithThis newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today's fast-changing hypercompetitive markets. The eighth edition of Marketing Communications continues to be a core resource covering all aspects of marketing communications from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, Ad campaigns, PR campaigns, big data, marketing automation, AI, Virtual Reality and more with this comprehensive textbook. Learn through current, real-world examples from global companies such as Tesla and TikTok and explore what it takes to build a truly integrated, successful marketing communications plan. Incorporating branding, customer journeys, customer insights and more, Marketing Communications also provides in-depth content on the legal requirements you need to develop your strategy including GDPR and AI rules and regulations. This edition is packed with intriguing examples from Ed Sheeran to Ariana Grande, from FIFA to KFC, from Guinness to Google and Airbnb to Amazon. This edition looks in depth at ongoing impact of AI in all aspects of marketing communications ensuring that you have the tools necessary to reach today's time-poor customers while utilizing the latest technologies. Marketing Communications will give readers the confidence to work in an environment of constant technological transformation to create fully integrated strategies and successful campaigns.
Marketing Communications: Objectives, Strategy, Tactics
by Larry Percy John R Rossiter Lars BergkvistAn exhaustive textbook that combines industry experience with academic expertise to provide students with a practical system of how to create a marketing plan. This book presents the concepts, strategies and models related to supply chains. Using accessible quantitative models, it provides a unified framework for supply chain analytics for products - right from sourcing to manufacturing to delivery to remanufacturing, which closes the supply chain. The book synthesizes a collection of analytical models in the context of both formulation and solution of the problems in all the areas of supply chain. The textbook provides its readers with the tools and skills necessary to understand supply chains analytically and quantitatively and opens opportunities for them to play around with the concepts through exercises and examples. This book will be ideal for students of management who want to get a better understanding of supply chain analytics. Key Features: • Contains over 10 case studies of real Indian companies - their supply chain problems and solutions • Includes sections on system dynamic models, stochastic models and chapters on remanufacturing models and simulation modelling • Uses Microsoft Excel solver to help students easily grasp the mathematics behind the models and experiment with the problems themselves
Marketing Communications: Objectives, Strategy, Tactics
by Professor John R Rossiter Mr Larry Percy Professor Lars BergkvistUniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.
Marketing Communications: Objectives, Strategy, Tactics
by Professor John R Rossiter Mr Larry Percy Professor Lars BergkvistUniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.
Marketing Database Analytics: Transforming Data for Competitive Advantage
by Andrew D. BanasiewiczMarketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully. Focusing specifically on quantitative marketing metrics, the book: Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification Establishes the importance of database analytics, integrating both business and marketing practice Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data Includes cases and exercises to guide students’ learning Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.
Marketing De Afiliación: Hacer Dinero En Línea De Forma Rápida Gracias Al Marketing De Afiliación
by James McAllenEl marketing de afiliación es una de las mejores oportunidades y, de hecho, la forma más fácil para que cualquier persona pueda hacer dinero en línea. El auge de Dot Com y el creciente interés y uso de Internet como la principal fuente de información ha creado varias oportunidades para vender productos en línea. La verdad es que podemos lidiar con el estrés ante una situación financiera desfavorable presente en la vida diaria y reducirla de manera sistemática. Fije una rutina diaria para elaborar un método de recuperación financiera personal que lo pueda llevar a cabo desde la comodidad de su hogar. Este libro le brinda una visión de 20,000 pies sobre el marketing de afiliación de manera apropiada, desde el principio hasta la posesión y operación de un negocio de Internet altamente exitoso y rentable. ¡Lleve su copia hoy haciendo clic en el botón, en la parte superior de esta página!
Marketing De Afiliación: Los Secretos De Ganar Dinero Con Marketing De Afiliación
by Anthony BreyerEste libro le enseñará mi método para crear un ingreso en línea que pueda proporcionar todo eso y más. Olvídate de conseguir otro trabajo, ¡trabaja por ti mismo en TUS términos! Lleno de consejos, fórmulas y súper atajos, este libro explica la historia del marketing de afiliación, ¡y cómo puede usarlo para crear un futuro mejor!
Marketing De Afiliados: 10 Pasos Simples Para Hacer 3000$ Al Mes en 25 Horas a La Semana (Marketing De Afiliacion: Affiliate Marketing)
by Michael RossEsta guia es uno de los recursos mas valiosos en el mundo para obtener ganancias rapido, facil y seguro con el marketing de afiliacion. El marketing de afiliacion es un tipo de mercadeo en linea en donde una parte promociona un producto de una empresa a traves de un intermediario (una plataforma web) para obtener una recompensa economica.
Marketing De Afiliados: Cree Su Propio Negocio De Marketing De Afiliados Mientras Viaja Por El Mundo
by Adidas WilsonDESCRIPCIÓN La Comercialización a través de Afiliados o Marketing de Afiliados consiste en la promoción de empresas de otras personas, bien sea de productos que ellas hacen, o de sus empresas de viajes, financieras, de crédito, etc. Los fabricantes o comercializadores publican sus enlaces en múltiples sitios en internet. Lo que hacen los afiliados es promover esos productos o servicios, y cada vez que se hace una venta, ganan una comisión. El marketing de afiliados tiene éxito porque a través de él hay muchos nuevos clientes potenciales que están viendo sus productos. El interés de los clientes potenciales crece al máximo ya que el producto se promociona una y otra vez. Hay dos formas de hacer marketing de afiliados: Usted puede iniciar su propio programa de afiliados, o Usted puede hacer de afiliado de otra empresa. En el primer caso, por cada venta que se logre por los esfuerzos de su afiliado debe pagar una comisión. Es decir, si tiene su propio programa de afiliados cada venta significa que paga una comisión a su afiliado. Si más bien escoge promover en su página web el negocio de otra persona, usted gana una comisión por cada venta que se haga.
Marketing De Afiliados: Cómo Ganar Dinero En Línea Con El Sitio Web De Marketing De Afiliados A Través De La Búsqueda De Google
by Noah WrightSi no estás seguro de qué camino para ganar dinero debes seguir, el Mercado de Afiliados es genial porque ha ayudado a otros a tener verdaderos ingresos: ¡se ha reportado que los afiliados ganan un masivo 40% de los 100 billones que hace Amazon en un año! Con la seguridad de ganar dinero, tener la información correcta es esencial. Este genial eBook te dará una visión general del mercado de afiliados.Verás de qué se trata el mercado de afiliados y si crees que es lo que debes comenzar a hacer. Es una guía rápida al mercado de afiliados y no profundiza mucho. Sin embargo, trata sobre muchos aspectos del mercado de afiliados para que tengas un buen conocimiento general de qué es y cómo hacerlo. ¡Un libro increíble!
Marketing De Afiliados: Cómo Iniciar Su Negocio A Través Del Marketing De Afiliados
by David SmithEste libro contiene las mejores técnicas para que los principiantes empiecen a ganar dinero en Internet en poco tiempo al mismo tiempo que se acercan a la independencia económica desde casa. Internet hace posible que haya un potencial y una exposición infinitos en él. Miles de personas han acumulado ingresos de cinco y seis cifras en los últimos años en un período de tiempo relativamente corto, ¡y es mucho más fácil de lo que piensas! La vida son dos días. Es tu decisión perderlo en construir el negocio de otra persona y que te paguen nada y menos o puedes aprender a ganar dinero mientras que no trabajas. Esto se llama ingreso pasivo.
Marketing De Afiliados: Cómo Iniciar Un Negocio De Marketing De Afiliados
by Ken StantonLa Ventaja del Marketing de Asociados es parte de una serie llamada La Ventaja de las Redes Sociales. Es una guía para cualquier nivel de vendedor en línea, ya sea que recién comienzas en el marketing de asociados o si ya eres un profesional, esto será también de gran utilidad. El marketing de asociados es un tipo de marketing en base a desempeño en el cual un negocio recompensa a sus asociados por cada cliente traído por los esfuerzos de marketing en línea del asociado. ¡Alcanzar la libertad financiera puede ser sencillo! Te proporcionamos la obra maestra que puede ayudarte a construir el negocio en línea sostenible de tus sueños. No se necesita experiencia ni conocimientos especiales para que este eBook de marketing de asociados sea un éxito. Te proporciona la estrategia definitiva que tanto un novato como un vendedor asociado experimentado pueden aplicar y hacer rentable. ¿Qué estás esperando? ¡No esperes más! ¡Desplaza hacia abajo y haz clic en el botón “Comprar Ya” para comenzar la aventura de tus sueños!