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Marketing Through Turbulent Times
by Jenny DarrochAt some time in the future the recession will end. But what will happen then? How will customers respond to organizations that mistreated them in the past? What can organizations do now? Marketing Through Turbulent Times addresses these questions by tying together four themes: democracy, economic recession, individual depression and customer-centred strategies. Written for decision makers who want to ensure that their marketing strategies are not only relevant for today’s difficult environment but will also provide a solid foundation for future growth, this book is an invaluable resource for anyone making strategic marketing decisions. Marketing Through Turbulent Times is a common sense, accessible book about marketing that provides a range of tools, principles and approaches for managers wanting to fine tune their current marketing strategies today and identify innovative growth opportunities which will allow them to lead their organization toward a robust future. http://www. marketingthroughturbulenttimes. com/ *A Note From the Author, Jenny Darroch: This book has dealt with one of the BIG problems facing managers today: 'How do I manage effectively in such turbulent times?' The recession will end. Does this mean that the contents of this book are no longer relevant? No. Even in periods of growth, creating turbulence, staying relevant, maintaining momentum, executing current strategies well, and forcing changes to product-market boundaries will remain essential ingredients for any organization wanting to grow, reconfigure, and survive. And so, while the growth strategies I have outlined in Marketing through Turbulent Times are relevant today, they will endure and provide guidance for managers wanting to create turbulence when the recession passes. The strategies outlined in this book are appropriate for any organization where generating growth is a primary goal. All that will change over time is what constitutes relevance Sincerely, Jenny Darroch
Marketing To The 90s Generation
by Anders ParmentMarketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts. This book explores how they come about, what defines them, and what they mean to society, institutions, and companies. Parment analyses hundreds of interviews with individuals from across the world, several focus groups, and a survey study with 4,707 complete answers from summer 2013 (Germany, China, the U. S. and Sweden) to create a comprehensive analysis of what makes the generation of individuals born in the 1990s unique. This exciting new book is enlightening to employers, marketers, politicians, policy-makers, and other decision-makers looking to appeal to members of the 90s generation.
Marketing Tourism Places (Routledge Library Editions: Tourism)
by Gregory Ashworth Brian GoodallTourism is well established as an important part of the new service economy, and the rewards it offers have stimulated intense competition in the tourism industry. Many destinations compete to attract potential tourists, each place having to work hard to distinguish itself from rivals offering similar or alternative attractions. This book, originally published in 1990, explores how destinations invest increasing amounts of time and money into developing and promoting their 'products'. The contributors, from both academic institutes and the tourism industry, provide a multidisciplinary and professional analysis of what can be done to sell tourism places. Using both theoretical and empirical approaches, they give examples from different areas of the industry and evaluate different strategies a destination can adopt for maintaining and increasing its market share. All the contributors emphasize that selling tourism places must be a dynamic activity in which the place products are constantly monitored, so that they can be revitalized, repositioned, or renewed in the market context.
Marketing Tourism and Hospitality: Concepts and Cases
by Richard GeorgeThis textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
Marketing Tourism and Hospitality: Concepts and Cases
by Richard GeorgeThis second edition of this comprehensive textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, responsible tourism marketing, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Written in an accessible and user-friendly style – this entire industry textbook includes case studies, drawing on the author’s experience and real-life examples. Revised and expanded throughout, it covers:· Advances in AI, robotics and automation · Digital marketing, electronic customer relationship management (eCRM) and uses of user-generated content (UGC)· New and updated content and discussion questions for self-study and to use in class· A new chapter on responsible tourism marketing and sustainable approaches to marketing· Consumer behaviour in tourism and the effects of climate change and changes in consumer attitudes. · New trends in tourism and hospitality marketing· New in-depth real-life case studies and industry insights throughout the bookAlong with key concepts and theory, definitions, key summaries, and discussion questions, accompanying online flashcards and PowerPoint slides for lecturers, this textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
Marketing Tourist Destinations in Emerging Economies: Towards Competitive and Sustainable Emerging Tourist Destinations (Palgrave Studies of Marketing in Emerging Economies)
by S. Mostafa Rasoolimanesh Ishmael Mensah Kandappan Balasubramanian Mohd Raziff Jamaluddin Gina Alcoriza Vanessa GaffarWhile tourism is a key economic generator for many countries, emerging economies are confronted with additional challenges that those well-established destinations in North America, Australia and Europe normally don’t have to contend with. The potential for terrorism, political unrest, natural disasters, accidents – not to mention epidemics – have the potential to derail tourism in emerging economies. To mitigate these risks, emerging destinations need well-coordinated management and marketing strategies. However, most texts on tourism destination marketing reflect destinations in more advanced countries. This book acknowledges the fact that emerging tourist destinations have unique characteristics and challenges, which have implications for destination marketing. Highlighting the marketing challenges, best practices and strategies relevant to emerging economies, this book covers core topics such as image creation and branding, destination marketing during crises and pandemics, market segmentation and the travel decision making process among others. Providing up to date knowledge on an otherwise under-explored topic, this collection is ideal reading for upper-level students, researchers and policymakers.
Marketing Training Services
by Ian LintonIan Linton’s book is designed to help both corporate training departments and specialist training organizations. It shows how to use modern marketing and communication techniques to increase current course uptake, win support for future activity and build long-term relationships with customers and trainees. The author first analyses the marketplace for training services. He goes on to review the main marketing methods, including advertising, direct mail and seminars, and explains how to determine and apply the most appropriate mix as part of an integrated approach. He then deals with developing and maintaining productive relationships with the parties involved and finally advises on managing the marketing process. The emphasis throughout is on the practical, with checklists, worked examples and case histories from a wide range of market sectors.
Marketing Transformation at Mastercard
by David Lane Sunil Gupta Srinivas K. ReddySince 2013, Mastercard CMO M. V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders but also with Mastercard's direct bank and merchant stakeholders. Building on its influential but dated "Priceless" advertising campaign, Raja refocused Mastercard on four "Priceless Possibilities" that engaged cardholders directly in unexpected and sometimes unique opportunities reflecting their passions. The result was increased brand differentiation and deeper collaborative ties between Mastercard and its bank and merchant partners.
Marketing University Outreach Programs
by Donald Self Ralph S Foster William I SauserDiscover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians&’ fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them.Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable.Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs: issue-based versus discipline-based programs program delivery and delivery technology funding outreach programs comprehensive promotional strategy customer service long-range planning marketing research information resources future trends model programsThis book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.
Marketing Value Metrics
by Malcolm Mcdonald Stan Maklan Peter MounceyThe second edition of Marketing Accountability now called Marketing Value Metrics introduces and guides readers through a metrics model that shows not only how marketing systematically contributes to shareholder value but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. The key steps in the modelling process are described in detail, as are the procedures for applying it in practice. Updated throughout, this new edition also includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals, and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs.
Marketing Warfare
by Al Ries Jack Trout"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon." Newsweek "Revolutionary! Surprising!" Business Week "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read." USA Today
Marketing Wireless Products
by Sarah-Jayne Gratton Dean A. GrattonMarketing Wireless Products provides a comprehensive insight into the world of wireless technology marketing by addressing the many issues faced in effectively presenting this new technology to the end user/consumer. The book is based upon the rationale that technology marketing, and in particular wireless technology marketing, has always proved somewhat paradoxical to those working within the industry. By drawing upon the knowledge of industry leaders within the wireless world, the reader significantly benefits from the personal experiences of those who are primarily responsible for communicating a product's message to the consumer.To those entering the world of technology marketing for the first time, Marketing Wireless Products provides a valuable tutorial, opening up the reader to the thoughts and experiences of industry figureheads, whilst encouraging the birth of fresh perspectives. To existing technology marketers, the book provides a valuable reference, allowing the reader to consider his/her particular approach to marketing alongside the successes and failures of peers.The book is accompanied by a regularly updated web site to keep up with advances in the field as this is such a fast-moving area and technology is continuing to change rapidly.
Marketing Wisdom (Management for Professionals)
by Kartikeya KompellaThis book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases. This has served to enhance the content and put it in the readers’ current context. It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.
Marketing Without Advertising
by Michael PhillipsMake your business stand out without the cost of advertising! The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend. Marketing Without Advertising teaches small business owners practical strategies to: encourage customers to spread the good word about your business attract new customers and gain their trust turn dissatisfied customers into loyal supporters list your products or services widely and inexpensively plan marketing events that will keep customers involved encourage the media to comment positively on your business The 6th edition is completely rewritten with and updated with real world examples and resources. It also discusses the latest marketing trends, such as international Internet marketing and blogs.
Marketing Your Business (Young Adult Library of Small Business an #10)
by C. F. EarlAre you interested in having your own business? Today, young people have never had more opportunities to build new and exciting businesses. Before you start your business, you'll need to know the basics, though. Once you've started your business, it's not enough to wait for customers to come to you. You've got to get the word out so that people know your company. In Marketing Your Business, you'll learn the importance of marketing, and find out how your company can succeed with the right marketing.
Marketing Your Business: A Guide to Developing a Strategic Marketing Plan
by David L Loudon Ronald A Nykiel Robert E StevensExamine essential marketing disciplines and weapons!This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing "weapons arsenal." It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of "marketing intelligence" and professional marketing associations.This single volume provides a step-by-step process (with short, clear examples) of how to develop a custom plan to fit any business. In addition, it defines all of the business terms you'll find inside and lists additional resources to draw upon. With Marketing Your Business: A Guide to Developing a Strategic Marketing Plan, you will explore: the process of selecting the right strategy by defining your business strategy, assessing the most relevant focal points, and choosing the marketing strategy that will work best for you the arsenal of current marketing weaponry--advertising, budgeting, promotions, pricing, sales, database marketing, public relations, packaging, legal issues, and more! the nature of strategic marketing plans-competitive and environmental assessments, mission statements, slogans, budgeting, goals and objectives, etc. key checklists and 13 sample work forms that will help you formulate your plan and much more!Ideal for use by educators and students as well as businesspeople, Marketing Your Business brings together everything you need to know to develop an effective strategic marketing plan and put it into action!
Marketing Your City, U.S.A.: A Guide to Developing a Strategic Tourism Marketing Plan
by Ronald A Nykiel Kaye Sung Chon Elizabeth JascoltWith Marketing Your City, U.S.A.: A Guide to Developing a Strategic Marketing Plan, you’ll discover how easy it is to market your hometown to potential tourists. You’ll find a simple, sure-fire strategy proven to bring out the charm and beauty of any town, anywhere. You’ll learn ways to improve the ”packaging” of your community, while at the same time improving its visible appeal to tourists. Marketing Your City, U.S.A. gives you the guidelines for developing and selecting objectives, key strategies, and tactics that will help you produce or increase revenue through increased tourism. In Marketing Your City, U.S.A., you’ll find the marketing process broken down into easy steps that are outlined and completely explained for a theoretical destination: “Your City, U.S.A.” You will learn how to arrange a sample “calendar of events,” how to effectively plan a yearly series of promotions, and how to formulate a proposed budget for advertising, promotions, and public relations. Marketing Your City, U.S.A. is written in such a way that you can either implement all the strategic marketing steps or just the ones that particularly pertain to your hometown. The five easily applied marketing objectives you’ll find outlined in the book include: how to enhance your city’s overall environment how to broaden your city’s economic base while providing for new revenues how to develop your city’s infrastructure to be visitor-friendly and to increase the length of visitors’stays how to effectively market your city’s resources for tourism how to communicate with both audiences--the public and local residents After reading Marketing Your City, U.S.A., you’ll find tourism a win-win situation: the more you attract tourists the more outside revenue you’ll gain. You’ll approach tourism with a confident strategy that guarantees your hometown’s success. Tourism can be difficult and overwhelming, so let Marketing Your City, U.S.A. guide you every step of the way.
Marketing Your Complementary Therapy Business 4th Edition: 101 Tried And Tested Ways To Attract And Retain Clients
by Steven HaroldThis book is for newly qualified and well established therapists in all branches of complementary therapy. Being a successful therapist, particularly in private practice, requires good marketing skills, and the purpose of this book is to give you so many ways of marketing your practice that it would be virtually impossible to fail. If you use this book as it is intended you should be able to create a tidal wave of enquiries from potential clients, you can then let your therapy skills take over. This book will help you to: - * PREPARE PROMOTIONAL MATERIAL; FROM BROCHURES AND BUSINESS CARDS TO LEAFLETS AND NEWSLETTERS. * DECIDE WHERE TO ADVERTISE; IN NEWSPAPERS, MAGAZINES, NEWSLETTERS AND OTHER PUBLICATIONS. - * USE THE INTERNET AND ON-LINE DIRECTORIES TO YOUR ADVANTAGE - * DEVELOP WORKING RELATIONSHIPS WITH LOCAL ORGANISATIONS, GROUPS, SOCIETIES AND RETAILERS * CONSIDER THE VALUE OF OFFERING DISCOUNTS, VOUCHERS, FREE CONSULTATIONS, OPEN DAYS AND OTHER PROMOTIONS. There are more than 101 ways to market your practice. You will know that you are successful when you start to create your own ideas.
Marketing Your Complementary Therapy Business 4th Edition: 101 Tried and Tested Ways to Attract and Retain Clients
by Steven A. HaroldThis book is for newly qualified and well established therapists in all branches of complementary therapy. Being a successful therapist, particularly in private practice, requires good marketing skills, and the purpose of this book is to give you so many ways of marketing your practice that it would be virtually impossible to fail. If you use this book as it is intended you should be able to create a tidal wave of enquiries from potential clients, you can then let your therapy skills take over. This book will help you to: - * PREPARE PROMOTIONAL MATERIAL; FROM BROCHURES AND BUSINESS CARDS TO LEAFLETS AND NEWSLETTERS. * DECIDE WHERE TO ADVERTISE; IN NEWSPAPERS, MAGAZINES, NEWSLETTERS AND OTHER PUBLICATIONS. - * USE THE INTERNET AND ON-LINE DIRECTORIES TO YOUR ADVANTAGE - * DEVELOP WORKING RELATIONSHIPS WITH LOCAL ORGANISATIONS, GROUPS, SOCIETIES AND RETAILERS * CONSIDER THE VALUE OF OFFERING DISCOUNTS, VOUCHERS, FREE CONSULTATIONS, OPEN DAYS AND OTHER PROMOTIONS. There are more than 101 ways to market your practice. You will know that you are successful when you start to create your own ideas.
Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge
by Judy AllenPractical, prescriptive advice on successfully marketing your event planning business Recent years have been tough on the event planning industry. The terrorist attacks of September 11, 2001, economic downturns, wars, and SARS have all negatively impacted the business. There are fewer corporate dollars dedicated to travel budgets and special events, creating even more pressure on businesses in an already highly competitive industry. This book tells you all you need to know to market your business and build your client base in good times and bad. Marketing Your Event Planning Business shows you how to gain a competitive advantage by setting yourself apart from the competition, pursuing new markets, and soliciting sales. It covers all the vital topics in event planning marketing, including how to diversify your client base, develop niche markets, improve your customer service, establish emergency business plans, and much more. Ideal for event planners, marketing managers in the industry, and professionals in the hospitality, culinary, or travel industries Includes actionable advice on successfully marketing an event planning business Features illustrative examples, practical tips, and useful checklists and other resources Marketing Your Event Planning Business is packed with practical tips and examples, giving you creative new ways to showcase your talents, build your business, and bring added value to your clients.
Marketing Your Retail Store in the Internet Age
by Bob Negen Susan NegenIf you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.
Marketing Your Small Business For Dummies (For Dummies Ser.)
by Carolyn TateCreated especially for the Australian customer! Attract customers and ensure the ongoing success of your small business with this no-nonsense guide Whether you own a bakery or a boutique, a plumbing or a finance business, this book gives you straightforward strategies to find more prospects, build your customer base and secure market share. Small-business guru Carolyn Tate empowers you to apply hundreds of high-impact and creative ways to market your business without breaking the bank. Know your target market — identify your ideal customers, and what, how and why they buy Develop business and marketing plans — learn how to create them and why they're so important Build effective databases — develop a database that creates business for you, without the headaches Solidify your branding — create a unique brand and keep it fresh and exciting Understand the power of advertising — assess if it's right for your business and how to pick the right strategies Master publicity — get your business in the media with the right message Implement relationship marketing — develop and maintain networks to create new opportunities Embrace websites and online marketing — build a website that drives customers to you, and use online tools and search engines to generate business
Marketing Your Startup: The Inc. Guide to Getting Customers, Gaining Traction, and Growing Your Business
by Simona CovelLet Inc. catapult your company to success. To put a business on the map, nothing beats great marketing. No matter how original your idea or ambitious your dreams, the company will stall without a plan to spread the word, build momentum, and drive sales. But how many entrepreneurs excel at marketing? If you are like most, you are focused on building your product or service...and don't know how to execute a marketing strategy or measure the results. No one is better positioned than Inc. to help you get up to speed fast. For years, Inc. has covered the innovative marketing used by thousands of tiny startups that turned into household names. <P><P> Now, Marketing Your Startup shares these compelling stories and spotlights strategies for igniting growth, including how: Dollar Shave Club mastered the inexpensive viral video- and rocketed to success * Casper combined content marketing, creative branding, and old-fashioned subway ads to convince consumers to buy mattresses a whole new way * SoulCycle's obsessive fixation on their brand fueled their rise from spin studio to cult-like fitness sensation Through firsthand insights from founders and helpful how-to guidelines, you'll learn to define your brand, market position, and customers, then unleash the right mix of tactics through the right channels: social media, email and direct mail, content marketing, SEO, media ads, events, guerilla marketing, influencers, cause marketing, and more. Whether you've got a robust budget or you're bootstrapping your way to the top, Marketing Your Startup gives you the tools to launch an empire.
Marketing Yourself
by Dorene CilettiA portfolio is a collection of work samples that represent your abilities and accomplishments. It can be used to demonstrate your work readiness, show your eligibility for admission to a college or other organization, or showcase a special talent.
Marketing Yourself
by Dorene CilettiMarketing Yourself utilizes a marketing framework to drive the development of a self-marketing plan and portfolio. The plan is based on the analysis of the student's own marketable skills and abilities. Knowing how to sell yourself is key to succeeding in business today! In addition to helping students make real-world connections to begin networking with professionals, this text is also designed to help students with after-graduation goal setting that matches their interests and aptitudes to appropriate college or post-secondary education.