Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.
Each of the more than seven hundred entries in the dictionary contains a description of the historical background of each of the two types of language, literal and nonliteral, and provides an explanation for the relationship between them. Wherever possible, dates of first record in English are provided, along with the bibliographical sources of these dates; and all of the works that record those terms and expressions are given in coded form as listed in the Key to Works Cited. A Guide to Reading the Entries illustrates the typical form of an entry by analyzing an example from the dictionary that introduces five nonliteral expressions, cites thirteen bibliographical sources, and refers the reader to three other relevant entries by means of cross-references. Following the dictionary proper is a Classification of Terms According to Source, in which nearly three hundred nonliteral terms and expressions are listed under the more than four hundred literal categories from which they derive.
Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.
No other nonhuman source has served as the basis for more metaphors than animals. Speaking of Animals is a dictionary of animal metaphors that are current in American English. It is comprehensive, historical, and metaphor-based. Each entry refers to the other dictionaries that catalog that same metaphor, and the dates of first appearance in writing are supplied, where possible, for both the metaphor and the name of the source. The main text is organized alphabetically by metaphor rather than by animal or animal behavior; all the metaphors are classified according to their animal source in a list at the end of the book. An animal metaphor is a word, phrase, or sentence that expresses a resemblance or similarity between someone or something and a particular animal or animal class. True metaphors are single words, such as the noun tiger, the verb hog, and the adjective chicken. Phrasal metaphors combine true metaphors with other words, such as blind tiger, hog the road, and chicken colonel. Other animal metaphors take the form of similes, such as like rats leaving a sinking ship and prickly as a hedgehog. Still others take the form of proverbs, such as Don't count your chickens before they hatch and Let sleeping dogs lie. The horse is the animal most frequently referred to in metaphors, followed closely by the dog. The Bible is the most prolific literary source of animal metaphors, followed closely by Shakespeare.
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.
For 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.
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with long-term effects on customers’ trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships. This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in today’s data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors’ own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies. Specifically, the book: · -Describes the consumer psychology of privacy · -Deconstructs relevant legal and regulatory issues · - Offers defensive privacy strategies · - Describes offensive privacy strategies · Provides an executive summary with the Six Tenets for Effective Privacy Marketing This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.
Marketing 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. A full set of PowerPoint slides accompany this new edition, to support instructors.
For advanced undergraduate and/or graduate-level courses in Distribution Channels, Marketing Channels or Marketing Systems. Marketing Channels 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.
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