Products related to Marketing:
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Global Marketing : Understanding Marketing in a Globalized Business Environment
Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Taking a holistic approach to the subject, this textbook includes chapters on global communications, cultural convergence and divergence and production considerations.There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging.Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications. Ethical considerations of marketing internationally are covered extensively, alongside important theoretical debates and critiques to support critical thinking.Global Marketing includes pedagogical features such as learning outcomes, end of chapter exercise questions and activities for students.There are real-world examples throughout from companies such as Disneyland, Guinness and Kinder, helping students to apply theoretical content within professional practice.It is supported by online resources of PowerPoint slides, multiple choice questions and videos. This textbook is ideal for undergraduate students taking modules on Global Marketing as part of their degrees.
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Global Marketing : Understanding Marketing in a Globalized Business Environment
Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Taking a holistic approach to the subject, this textbook includes chapters on global communications, cultural convergence and divergence and production considerations.There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging.Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications. Ethical considerations of marketing internationally are covered extensively, alongside important theoretical debates and critiques to support critical thinking.Global Marketing includes pedagogical features such as learning outcomes, end of chapter exercise questions and activities for students.There are real-world examples throughout from companies such as Disneyland, Guinness and Kinder, helping students to apply theoretical content within professional practice.It is supported by online resources of PowerPoint slides, multiple choice questions and videos. This textbook is ideal for undergraduate students taking modules on Global Marketing as part of their degrees.
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Sustainability Marketing : A Global Perspective
The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century.Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach.The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society.Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com
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Children’s Food : Marketing and innovation
The purpose of this book is to serve as essential reading for those innovating and marketing food products for children as well as those determined to better understand the children's marketplace in order to ensure that it is administered in a manner consistent with the long-term aspirations of society.The book begins by setting the scene and looking at the way children influence food choices within the family and the role advertising is thought to play in driving those choices.Professor Stratton of The Psychology Business (Department of Psychology, Leeds University) has world renowned expertise in the methodology of researching family dynamics and he shows which are the prime influences on the family diet.J.W. Thompson Advertising Board Director Jane Mathews then evaluates what constitutes effective advertising and reveals enduring themes within the children's marketplace.In Chapter 3, Dr Kathryn O'Sullivan of the Kellogg's company examines the nutritional importance of food under the title 'Starting the day right'.She demonstrates her expertise for introducing young taste buds to products which 'Break the fast'.Simon Lang, Senior Consultant at the Henley Centre follows by examining not only why food tastes change in children but also why family eating is itself changing and the implications for the future.
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What are marketing strategies for affiliate marketing?
Marketing strategies for affiliate marketing include identifying the target audience and creating content that resonates with them, leveraging social media and email marketing to promote affiliate products, and building a strong personal brand to establish trust and credibility with the audience. Additionally, creating valuable and informative content such as reviews, tutorials, and comparison guides can help drive traffic and conversions. It's also important to continuously analyze and optimize the performance of affiliate marketing campaigns to maximize results.
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What is the difference between the marketing mix and marketing strategies in the marketing process?
The marketing mix refers to the set of tactical tools that a company uses to promote its products or services, including the 4Ps: product, price, place, and promotion. On the other hand, marketing strategies are the overall approach or plan that a company develops to achieve its marketing objectives. While the marketing mix focuses on the specific elements of the marketing plan, marketing strategies encompass the broader decisions and actions taken to achieve the company's goals. In essence, the marketing mix is a part of the marketing strategy, as it outlines the specific tactics to be used to implement the overall strategy.
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What is the difference between marketing and international marketing?
Marketing refers to the process of promoting and selling products or services to consumers within a specific market or region. It involves understanding consumer needs, creating and communicating value, and building relationships with customers. International marketing, on the other hand, involves marketing products or services to consumers in multiple countries or across different regions. It requires a deep understanding of cultural, economic, and political differences, as well as the ability to adapt marketing strategies to diverse markets. International marketing also involves navigating trade regulations, currency exchange rates, and global distribution channels.
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What is the relationship between marketing objectives and marketing strategies?
Marketing objectives are the specific goals that a company wants to achieve through its marketing efforts, such as increasing brand awareness or driving sales. Marketing strategies, on the other hand, are the plans and tactics that a company uses to achieve those objectives, such as social media campaigns or targeted advertising. The relationship between the two is that marketing strategies are the means by which a company works towards its marketing objectives. In other words, the strategies are the actions taken to reach the desired outcomes outlined in the objectives. Therefore, the two are closely linked and should be aligned to ensure that the marketing efforts are effective in achieving the desired goals.
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Digital Marketing : Integrating Strategy, Sustainability, and Purpose
Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration.It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage. Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition:Combines a strong theoretical foundation with practical insights and activities that give students a comprehensive understanding of how to implement a digital marketing strategy in a modern business environment striving for purposeIntroduces the Sustainable Marketing Normal, a values-driven marketing model for the digital age which incorporates the 6Ps of marketing (product, price, place, promotion, participation, and purpose) to grow customer loyalty and advocacy and achieve sustainable outcomes for all stakeholdersOutlines the key Drivers of Change and leading digital marketing trends that students must understand and incorporate to be future ready and drive business opportunitiesDemonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholdersHighlights the concept of "network thinking," as an opportunity for marketers and organizations to engage in activities that create value through platforms and networksPresents critical insights on the importance of using data analytics to inform and drive digital activitiesIncorporates QR codes throughout the book, which link to the book’s companion website, Digital Marketing Resource Center, offering a truly interactive learning experienceUpdated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy, making Digital Marketing, Second Edition, the go-to guidebook.An updated companion website, accessible at dmresourcecenter.com, also offers instructors a richer set of support material, including a test bank.
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Marketing 5.0 : Technology for Humanity
Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.
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The Marketing of Academic, National and Public Libraries Worldwide : Marketing, Branding, Community Engagement
The Marketing of Academic, National and Public Libraries Worldwide: Marketing, Branding, Community Engagement enables readers to learn about the most up-to-date trends, as well as hands-on practices and marketing tactics taken directly from 48 highly seasoned marketing and community engagement librarians around the world, namely in Africa, Australia, Canada, Croatia, Germany, Hong Kong, Latvia and Qatar.Via a series of in-depth and semi-structured interviews, this book provides insights into successful marketing strategies librarians can use to encourage donors and patrons to understand that their libraries are a great choice for fulfilling information needs, recreational interests, intellectual pursuits, and more. This book contains 45 interviews with academic, national and public librarians from 19 different countries and territories.So many voices! The focus is on the librarians themselves who have played an important role in the marketing and branding of libraries and have designed the processes to engage communities.What is intriguing to the reader is just how far the attitudes and perceptions of librarians affect the salience and achievements of any marketing practice in the library.These attitudes and perceptions fall out of the interview conversation and onto the page." International Journal of Education & Literacy Studies
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Data Analytics in Marketing, Entrepreneurship, and Innovation
Innovation based in data analytics is a contemporary approach to developing empirically supported advances that encourage entrepreneurial activity inspired by novel marketing inferences.Data Analytics in Marketing, Entrepreneurship, and Innovation covers techniques, processes, models, tools, and practices for creating business opportunities through data analytics.It features case studies that provide realistic examples of applications.This multifaceted examination of data analytics looks at: Business analyticsApplying predictive analytics Using discrete choice analysis for decision-making Marketing and customer analyticsDeveloping new productsTechnopreneurshipDisruptive versus incremental innovationThe book gives researchers and practitioners insight into how data analytics is used in the areas of innovation, entrepreneurship, and marketing.Innovation analytics helps identify opportunities to develop new products and services, and improve existing methods of product manufacturing and service delivery.Entrepreneurial analytics facilitates the transformation of innovative ideas into strategy and helps entrepreneurs make critical decisions based on data-driven techniques.Marketing analytics is used in collecting, managing, assessing, and analyzing marketing data to predict trends, investigate customer preferences, and launch campaigns.
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What is the difference between influencer marketing and viral marketing?
Influencer marketing involves collaborating with individuals who have a dedicated and engaged following on social media to promote a product or service. The goal is to leverage the influencer's credibility and reach to drive brand awareness and sales. On the other hand, viral marketing aims to create content that spreads rapidly and organically among a large audience, often through social sharing. The key difference is that influencer marketing involves partnering with specific individuals, while viral marketing relies on creating highly shareable content that resonates with a broad audience.
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What is the difference between viral marketing and referral marketing?
Viral marketing involves creating content that spreads rapidly through online platforms, often through social sharing and word-of-mouth. It relies on creating engaging and shareable content that encourages people to pass it along to others. On the other hand, referral marketing involves leveraging existing customers to refer new customers to a business. This is typically done through incentivizing current customers to recommend the product or service to their friends and family. While viral marketing focuses on creating shareable content, referral marketing relies on personal recommendations from existing customers.
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What is the difference between marketing communication and dialogue marketing?
Marketing communication is a one-way communication process where a company sends out messages to its target audience through various channels such as advertising, public relations, and sales promotions. It is focused on creating brand awareness and promoting products or services. On the other hand, dialogue marketing is a two-way communication process that focuses on building relationships with customers through personalized and interactive communication. It involves engaging in conversations with customers, gathering feedback, and providing personalized offers and information based on customer preferences. Dialogue marketing aims to create a more personalized and engaging experience for customers, leading to stronger relationships and increased customer loyalty.
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What is the difference between marketing measures and marketing strategy?
Marketing measures refer to the specific tactics and actions that a company takes to promote its products or services, such as advertising, social media campaigns, or sales promotions. These measures are the specific activities that are implemented to achieve the company's marketing goals. On the other hand, marketing strategy refers to the overall plan or approach that guides the company's marketing efforts. It involves identifying the target market, understanding customer needs, and determining how the company will position its products or services in the market. In essence, marketing measures are the specific actions taken to implement the marketing strategy.
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