"Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers. Then, more than just making a sale, today's marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers' conversations and lives. In this digital age, to go along with their tried-and-true traditional marketing methods, marketers have a dazzling set of new online, mobile, and social media tools for engaging customers anytime, anyplace to jointly shape brand conversations, experiences, advocacy, and community. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity. The fifteenth edition of Marketing: An Introduction reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Students learn how customer value and customer engagement drive every good marketing strategy"--
Pickton, D, and Broderick, A, Integrated marketing Communications, Chapter 28, (Financial Times – Prentice Hall; Pearson Educational Ltd. 2001). Roncoroni, S, Direct Marketing, Financial Times, 15 April 1986.
This book contains the insights, tips, and tactics you need to build successful and sustainable brands, marketing programs, ... You are limited only by the limitations you put on yourself. Get set. Go. And have fun! Introduction ...
The Future of Marketing shows how to anticipate and respond to relentless change in channels, media options, organizational relationships, technologies, markets, products, services – and most important of all, customers.
Do you want to learn the basics of how to market your business in an easy-to-use format? Well, if so, then THE MARKETING BOOK is the book for you. This is a PRACTICAL step-by-step guide to basic marketing concepts.
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever.
The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice.
In this edition, you’ll learn the latest trends in digital marketing strategies, including brand new insight on how to incorporate artificial intelligence into your marketing plans.
The books addresses the following areas: *what is marketing *marketing as part of the firm's corporate strategy *the marketing mix, the 5 ps - product, pricing, promotion, place and people * STP - segmentation, targeting and positioning ...
Foreword Michael King - man Hui * I am deeply honored and delighted that I have been invited by The Chinese University Press to prepare a foreword for Readings in Modern Marketing , a unique collection of the writings of Professor John ...
Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs "This book demonstrates a beginning to the endless possibilities of the Social Web.