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Marketing and Finance
by Brian Smith Malcolm Mcdonald Keith WardWritten for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
Marketing and Football
by Michel DesbordesFootball is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also become a benchmarking standard for other sports to learn from worldwide. The practices and processes of such an established industry are important lessons for those sports which are yet to maximise on their potential earnings, and provide interesting lessons in sports marketing in general. Marketing and Football: an international approach is the first book to provide a comprehensive and entirely global approach to this subject. Written by an international team of contributors who are keen researchers in the field, it examines in two parts: the study of football marketing in Europe and the development of a marketing dedicated to football, with the question of the European example being used worldwide. A ground breaking text, it provides the reader with:* Contributions from the UK, Norway, France, Italy, Germany, Spain, Portugal, Ireland, Finland, Scotland, Brazil, Japan, USA, Canada, Argentina, Korea and Australia* Interviews with professional sports marketers representing some of the biggest clubs worldwide: Juventus Turin, FC Barcelona, Milan AC, Inter Milan, AS Rome, Olympique Lyonnais, Vicenza, SE Palmeiras, Atletico Mineiro, Atletico PRMarketing and Football: an international approach is a seminal text which will pave the way for future academics and practitioners to work, it is the first book to discuss and move towards a marketing dedicated to football.
Marketing and Gamification: Applications, Challenges, and Ethics (Routledge Studies in Marketing)
by Gaurav Gupta Mandakini Paruthi Sahil Gupta Razia NaginaGamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive experience for their customers, by leveraging elements such as points, badges, leaderboards, challenges, quizzes, sweepstakes, and rewards to encourage desired behaviors, foster engagement, and build a sense of community around a brand or product.In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area.This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.
Marketing and Globalization
by Aurélia DurandThis concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and positioning them as marketing practices that companies implement as a way of responding to the major consequences of globalization. The book also includes case studies to illustrate new practices and allow students to discuss issues of market selection, entry modes, segmentation, targeting, and positioning, as well as product, price, distribution, promotion, and corporate communication policies in a globalized world. Durand’s unique approach moves beyond marketing management and strategy issues and provides students with the broader context to understand the marketing practices they’ll use in the real world. This book will prove to be an essential resource for any student of marketing and international business working to stay ahead in an increasingly competitive and global industry.
Marketing and Logistics Led Organizations: Creating and Operating Customer Focused Supply Networks
by Robert Mason Barry EvansLogistics and marketing stand out as two disciplines which are connected, and both are critical to the provision of customer value. Marketing and Logistics Led Organizations looks at marketing-led logistics and logistics-led marketing. In the current business world, the idea of a single supply chain has been replaced by an integrated multi-channel approach. The authors therefore examine how to optimise profit and control costs through the coordination of these two functions. Marketing and Logistics Led Organizations takes an in-depth look at physical supply chains where manufacturing of a product occurs from groceries to pharmaceuticals, and from automotive to construction. The authors examine omni-channel, how this affects the customer experience and the need for a joined-up strategy which is operationalised across all channels. They also look at the challenges of digitalisation and the customer interface with the growth of the internet as well as the intensification of competition across all sectors.
Marketing and Managing Tourism Destinations
by Alastair M MorrisonMarketing and Managing Tourism Destinations is a comprehensive and integrated textbook which uniquely considers both destination marketing and management in one volume. It focuses on how destination marketing is planned, implemented and evaluated as well as the management and operations of destination marketing and management organizations, how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This textbook provides students with: A solid introduction to destination marketing strategy and planning, to organization and support planning and then to operations, implementation and evaluation, as well as major issues, challenges and expected new directions for destination marketing, management and Destination Management Organizations (DMOs). A unique systematic model to manage and market destinations. Core concepts are supported with well integrated international case studies to show the practical realities of marketing and managing destinations as well as the need to take a flexible and adaptive approach to managing different destinations around the world. To encourage reflection on main themes addressed and spur critical thinking, discussion questions and links to further reading are included in each chapter. This accessible yet rigorous text provides students with an in-depth overview of all the factors and issues which are important to consider to make a destination successful.
Marketing and Managing Tourism Destinations
by Alastair M. MorrisonMarketing and Managing Tourism Destinations is a comprehensive and integrated introductory textbook covering both destination marketing and destination management in one volume. It focuses on how destination management is planned, implemented and evaluated as well as the management and operations of destination management organizations (DMOs), how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This second edition has been updated to include: • A new chapter on visitor management that includes a section on crisis and disaster management • New material on destination leadership and coordination • New and revised content on digital marketing • New and updated international case examples throughout to show the practical realities and approaches to managing different destinations around the world. It is illustrated in full colour and packed with features to encourage reflection on main themes, spur critical thinking and show theory in practice. Written by an author with many years of industry practice, university teaching and professional training experience, this book is the essential guide to the subject for tourism, hospitality and events students and industry practitioners alike.
Marketing and Managing Tourism Destinations
by Alastair M. MorrisonMarketing and Managing Tourism Destinations is a comprehensive and integrated introductory textbook covering destination management and marketing in one volume. It focuses on how destination management is planned, implemented, and evaluated as well as the management and operations of destination management organizations (DMOs), how they conduct business, major opportunities, and challenges and issues they face to compete for the global leisure and business travel markets. Much has changed since the publication of the second edition of this book in 2018. The COVID-19 pandemic was unpredictable at the time and has caused havoc for destinations and DMOs. The third edition includes many materials about the COVID-19 impacts and recovery from the pandemic. This third edition has been updated to include: four new chapters (Chapter 2—“Destination Sustainability and Social Responsibility”; Chapter 3—“Quality of Life and Well-Being of Destination Residents”; Chapter 11—“Destination Crisis Management”; and Chapter 20—“Destination Management Performance Measurement and Management”); new and updated international case examples to show the practical realities and approaches to managing different destinations around the world; coverage of contemporary topics including, for example, COVID-19, social responsibility, metaverse, mixed reality, virtual meetings, teleworking, digital nomads, viral marketing, blended travel, regenerative tourism, meaningful travel, and several others; a significantly improved illustration program; keyword lists. It is illustrated in full color and packed with features to encourage reflection on main themes, spur critical thinking, and show theory in practice. Written by an author with many years of industry practice, university teaching, and professional training experience, this book is the essential guide to the subject for tourism, hospitality, and events students and industry practitioners alike.
Marketing and Marketing Assessment (Routledge Library Editions: Marketing)
by J. L. SewellThis volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour (Routledge Studies in Marketing)
by Aijaz A. Shaikh Heikki KarjaluotoMobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers. Three major mobile financial systems—mobile banking, mobile payments, and branchless banking—currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular. Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.
Marketing and Promoting Your Own Seminars and Workshops
by Fred GleeckGleeck provides a readable introduction to getting started in the seminar business.
Marketing and Sales Automation: Basics, Implementation, and Applications (Management for Professionals)
by Uwe Hannig Uwe SeebacherThis book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources. The range of topics spans from the creation of a valid data base in the context of applied AI for realizing predictive intelligence and the effects of data regulations such as the European General Data Protection Regulation (GDPR) when addressing customers and prospects to recommendations for selecting and implementing the necessary IT systems. Experts also report on their experiences in regard to Conversion-rate-optimization (CRO) and provide tips and assistance on how to optimize and ensure the highest RoI for marketing and sales automation. A special focus will be placed on the dovetailing of marketing and sales and the management of the customer journey as well as the improvement of the customer experience.
Marketing and Sales in the Metaverse: Understanding and Profiting from the Metaverse: An Introduction for Businesses
by Andreas Kohne Ralf H. KomorThis book brings clarity to the new, often still opaque world of the Metaverse. It concisely shows how the business areas of sales and marketing can specifically unleash their potential within it. Develop a fundamental understanding of the key terms and tools of the Metaverse with this book, and learn how Augmented Reality (AR) and Virtual Reality (VR) can shape the future of your business – and how you can optimally present and sell yourself in virtual worlds. With numerous use cases, strategies, and best practices, you will be well-equipped to help shape the Metaverse of tomorrow today.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2020 (Smart Innovation, Systems and Technologies #205)
by Álvaro Rocha José Luís Reis Marc K. Peter Zorica Bogdanović Ricardo Cayolla Sandra LoureiroThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2 (Smart Innovation, Systems and Technologies #280)
by José Luís Reis Marc K. Peter Zorica Bogdanović Ricardo CayollaThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption (Routledge Interpretive Marketing Research #Vol. 3)
by Chris HackleyMarketing is at the centre of the business education boom: a million or more people worldwide are studying the subject at any one time. Yet despite widespread discontent with the intellectual standards in marketing, very little has changed over the past thirty years. In this ground-breaking new work, Chris Hackley presents a social-constructionist critique of popular approaches to teaching, theorising and writing about marketing. Drawing on a wide range of up-to-date European and North American studies, Dr Hackley presents his argument on two levels. First, he argues that mainstream marketing's ideologically driven curriculum and research programmes, dominated by North American tradition, reproduce business school myths about the nature of practically relevant theory and the role of professional education in management fields. Second, he suggests a broadened theoretical scope and renewed critical agenda for research, theory and teaching in marketing. Intellectually rigorous yet comprehensible, this work will be of vital importance to all those interested in the future of teaching and research in business and management.
Marketing and Supply Chain Management: A Systemic Approach
by Dimitris Folinas Thomas FotiadisOrganizations are now recognizing the importance of demand-supply integration to their growth and success. While marketing and supply chain management are an essential part of any business qualification, it is becoming increasingly essential to understand the need for integration between synergize marketing and SCM. Marketing and Supply Chain Management is among the first to synergize these two disciplines. Its holistic approach provides students with a macro-level understanding of these functions and their symbiotic relationship to one another, and demonstrates how both can be managed synergistically to the benefit of the organization. This bridge-building textbook is ideal for students of marketing, logistics, supply chain management, or procurement who want to understand the machinations of business at a macro level.
Marketing and Sustainability: Contradiction or the Path to Profitable Businesses and Sustainable Societies
by Anders Parment Pia A. Albinsson Hugo Guyader Mikael OttossonIn-depth, authoritative overview of sustainability issues and how sustainability is integrated into management and marketing theory and practices Marketing and Sustainability equips readers in the fields of management and marketing with an in-depth understanding of sustainability issues and how sustainability is integrated into business. Examples from across the globe are included on topics such as how businesses use services, sharing practices, and sustainable business models in their operations to face increasing demands to reduce greenhouse gas emissions, limited resources, and increased global competition. This book is concerned with consumer and business markets, considering marketing practices as part of business administration. Up-to-date and topical areas of research such as the sharing economy, are thoroughly discussed and illustrated with supporting models, figures, and vignettes. The book is accompanied by a companion site for instructors and faculty, which includes PowerPoint slides and exam Q&A’s. Videos introducing each chapter’s content are also available via YouTube. Written by a team of highly qualified academics, Marketing and Sustainability includes information on: Factors influencing consumers and their choices, sustainable marketing practices and their effectiveness, and how to communicate sustainability initiatives through marketing campaignsStrategies to be heard in a crowded, branded world, and sustainability business models including product-service systems, social enterprises, and sharing and circular economy modelsSustainable marketing strategies including chapters on sustainable marketing channels, sustainable pricing, sustainability oriented marketing communication and brandingGreenwashing, the process of conveying a false impression or misleading information about how a company’s products are environmentally sound, and why it’s bound to backfire Marketing and Sustainability is an essential reference for undergraduate, graduate, and post-graduate students as well as managers in companies, the public sector, and civil society—all of whom are under increasing pressure to deal with marketing and sustainability for strategic purposes as well as in everyday practices.
Marketing and the Common Good: Essays from Notre Dame on Societal Impact
by Jr. Patrick E. Murphy John F. SherryMarketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.
Marketing and the Customer Value Chain: Integrating Marketing and Supply Chain Management
by Dimitris Folinas Thomas Fotiadis Konstantinos Vasileiou Aggeliki KonstantoglouMarketing and supply chain management have a symbiotic relationship within any enterprise, and together they are vital for a company’s viability and success. This book offers a systemic approach to the integration of marketing and supply chain management. It examines the strategic connections and disconnections between supply chain and operations management and marketing by focusing on the factors that constitute the extended marketing mix, including product, price, promotion, people, and processes. Key aspects of supply chain management are discussed in detail, including material handling, unit load, handling systems, and equipment, as well as warehousing and transportation, design, and packaging. The book then goes on to explore the marketing functions of intangible products (services), followed by a focus on B2B markets. Throughout, there is a strong emphasis on the optimization and maximization of the value chain through the development of a systems approach with a market-orientation. Pedagogy that translates theory to practice is embedded throughout, including theoretical mini-cases, chapter-by-chapter objectives, and summaries. Marketing and the Customer Value Chain will help advanced undergraduate and postgraduate students appreciate how front-end marketing can interface with the back-end operations of supply chain management.
Marketing and the Library
by Gary FordThe latest methods for more effective information dissemination are explored in this challenging volume. Discover how new technological installations and information centers allow for identifying specific groups more precisely and learn to develop successful programs for specific target areas.
Marketing and the Science of Persuasion: Does Advertising Promote People's Well-Being?
by Peter A. UbelWe live in a capitalist society that is increasingly bombarding us with advertising. We exist in a world where many of the best psychology and neuroscience graduates are being hired by marketing firms or marketing departments within large corporations. These marketers are becoming increasingly sophisticated at targeting and persuading consumers. Many experts believe that advertising and marketing serve the interests of the general public, providing the information consumers need to make informed purchasing choices. But when are advertisers and marketers promoting our best interests, and when are they exploiting us? This chapter is excerpted from "Free Market Madness: Why Human Nature Is at Odds with Economics--and Why It Matters."
Marketing anders denken: Wie Sie die Spielregeln im Markt zu Ihrem Vorteil verändern
by Gerd-Inno SpindlerDieses Buch zeigt Ihnen, wie Sie Marketing anders machen als Ihre Konkurrenz und als Regelbrecher einzigartige Ideen und neue Geschäftsmodelle entwickeln. Gerd-Inno Spindler erläutert anschaulich, welche Prozessschritte dafür erforderlich sind und wie diese im Detail umgesetzt werden können. Mit zahlreichen Beispielen wie Schwan-STABILO, Engelbert Strauss, Weber Grill, AllDent, Ryanair, Red Bull, aws Wärme Service, Nespresso, Ikea, Swatch, edding. Eine inspirierende Lektüre für alle, die sich nicht länger mit Optimierungen begnügen, sondern als Spielmacher im Markt dem Preiswettbewerb entkommen und neue Wachstumsschübe generieren wollen.Die 3. Auflage wurde in wesentlichen Teilen überarbeitet und um neue Beispiele ergänzt.
Marketing at The Vanguard Group
by John A. Quelch Carin-Isabel KnoopSenior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light of an economic and stock market downturn.
Marketing at Wachtell, Lipton, Rosen & Katz
by Jay W. Lorsch Samantha K. GraffDescribes the history and unique operating principles of the most successful corporate law firm in the country. Closes with a lengthy quotation by Martin Lipton, who is one of the firm's founding partners and who is described in an American Lawyer article as the "Elvis Presley of the M&A field." Lipton reflects on certain activities that the firm carries out aimed at building its reputation. Whether or not these activities constitute marketing is left an open question.