- Sách/Book
Authors: Martínez-López, Francisco J (2023) - The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers.
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- Sách/Book
Authors: Hörner, Thomas (2023) - This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms.
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- Sách/Book
Authors: King, Katie (2022) - Marketing and sales prioritize AI and machine learning more than any other business department, yet often struggle with how to scale and strategize the opportunities it presents. AI Strategy for Sales and Marketing presents a framework for understanding how AI can boost customer-centricity and sales by creating a connected strategy that delivers value today and into the future. Supported by practical tips and advice throughout, it covers topics including personalization, upskilling, customer experience for both on and offline shopping channels and the importance of using AI responsibly to create consumer trust. Featuring original research and interviews with leading practitioners, it ...
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- Sách/Book
Authors: Kurtz, David L (2012) - The all-new Fifteenth Edition continues the tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself.
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- Sách/Book
Authors: Quesenberry, Keith A (2023) - Quesenberry and Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media.
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- Sách/Book
Authors: Cunningham, Jane (2021) - Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed
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- Sách/Book
Authors: Solomon, Michael R (2023) - Learners are provided with a balanced look of the complexity of consumer behaviour theory with the need to make sense of the concepts for the real world. The ideas prese
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- Sách/Book
Authors: Parsons, Elizabeth (2023) - This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.
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- Sách/Book
Authors: Boone, Louis E (2016) - Seventeenth Edition, is the proven, premier teaching and learning resource for foundational marketing courses. The authors provide thorough coverage of essential marketing principles, exploring all components of the marketing mix, and providing practical guidance to help students prepare for successful marketing careers. This trusted text continues to grow stronger with each groundbreaking new edition, preserving what has made previous editions perennial best-sellers, while adding innovative new features and up-to-date information on current trends, topics, research, and best practices in this ever-evolving field.
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- Sách/Book
Authors: Gbadamosi, Ayantunji (2023) - This book covers the fields of Marketing, Ethics, and Diversity to provide the resources necessary for researchers, managers, and policy makers for insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications"
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- Sách/Book
Authors: Kihn, Martin (2020) - Never before has there been such a stark dichotomy in marketing: customers demand the type of deep personalization from brands that technology companies like Netflix and Amazon deliver, but they are increasingly leery of offering the type of personal data required to make it happen. Over the years companies have built byzantine "stacks" of various marketing and advertising technology to try and deliver the fabled "right person, right message, right time" experience to deliver on customer journeys, but have found themselves stuck with a hot mess of siloed systems, disconnected processes, and legacy technical debt.
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- Sách/Book
Authors: Torres, Edwin N (2023) - This timely book is a comprehensive overview of customer service principles, theories, and practices. It looks at the best practices of service enterprises and the delivery of superior customer service. It also includes classic and contemporary theories relating to the consumers, managers, and their behaviors in organizational setting. The book uses real life applications through examples from business enterprises in various service sectors including hotels, restaurants, theme parks, event management, airlines, cruises, (e-)retailers, finance. The book covers important concepts in service design and delivery including customer experiences, peer-to-peer services
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Authors: Johne, Jane (2023) - This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success.
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- Sách/Book
Authors: Kotler, Philip (2023) - "Marketing legend Phil Kotler and his colleagues explain why the conventional "professional" approach to marketing is no longer enough. Marketers must be more entrepreneurial, creative, and risk-taking, if they are to adapt to the challenges of the post-pandemic digital world. Entrepreneurial Marketing explains the basics of professional marketing and marketing operations, but also how this foundation must support entrepreneurial thinking and risk-taking. This marriage of professional and entrepreneurship is the new capability marketers need to grow their companies in the next ten years. Each chapter starts with a global or regional case study"--
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- Sách/Book
Authors: Massi, Marta (2023) - Taking a new approach to a relatively underexplored area, this book examines the concept of authenticity and its relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism.
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Authors: Green, Mark C (2020) - The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.
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- Sách/Book
Authors: Barnes, Marcia (2023) - In Here We Grow, you'll learn how to build scalable and repeatable marketing programs that result in transformational change - whatever that may look like for your business. Along the way, you'll get to know Marcia Barnes, founder and CEO of Valve+Meter Performance Marketing and her personal story of transformation that took her from poor beginnings to building a marketing methodology that grew one company's annual revenue from $2 million to $440 million.
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- Khóa luận tốt nghiệp/Graduate thesis
Authors: Trần Khánh Ly; Advisor: Phạm Long Châu (2014) - Nội dung của khóa luận gồm 3 phần chính. Chương 1:Cơ sở lý thuyết về chiến lược Marketing - mix trong doanh nghiệp. Chương 2: Thực trạng chiến lược Marketing - mix cho sản phẩm kệ trang trí TIBO của công ty cổ phần trang trí nội thất PMAX. Chương 3: Đề xuất các giải pháp hoàn thiện chiến lược marketing - mix cho sản phẩm kệ trang trí TIBO của công ty này.
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- Sách/Book
Authors: Brognara, Roberto (2023) - This book argues that the apparent omnipotence of algorithms today is not what it seems, particularly, in marketing, where they actually offer less than they could. Considering the reasons behind this, it also notes that Big Data has relaunched a kind of data glorification and automated procedures that, culturally, marketing has already recognized and overcome at least once.
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Authors: Gupta, Seema (2021) - A book that delves into human psychology to make sense of the world of marketing
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