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Marketing Theory Evidence Practice

Marketing  Theory  Evidence  Practice Author Byron Sharp
ISBN-10 0195573552
Release 2013-01-17
Pages 656
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Marketing: Theory, Evidence, Practice bridges academic theory and real-world marketing knowledge. It introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.



Marketing

Marketing Author Byron Sharp
ISBN-10 0195590295
Release 2017-11
Pages 832
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TODAY'S STUDENTS - TOMORROW'S PROFESSIONALSMarketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world. It demonstrates the practical application of marketing skills, illustrated by case studies and practitioner profiles, and gives students industry insight that will support them in their careers. Providing an evidence-based introduction to marketing, this Australasian text focuses on marketing metrics, consumer behaviour and business buyer behaviour, as well as exploring the application of B2B marketing. It challenges traditional marketing theories and concepts, presenting a research-driven framework for understanding the marketing process.This text is a comprehensive guide, with a full suite of lecturer resources, and provides the support and materials that you need to help create tomorrow's marketing professionals.NEW TO THIS EDITIONNew chapter: Selling and Sales Management Focuses on the importance of personal selling, B2B selling, key account management, personal selling within consumer markets, call centres, sales management, the strategic role of personal selling, the impact of social media and ethics in sellingNew chapter: Developing and Implementing a Marketing Plan Covers the role and benefits of marketing planning, when marketing planning occurs, the marketing planning process, key observations on marketing planning, market selection and marketing objective setting and what design brings to strategic marketing and planningNew chapter: Social Marketing Focuses on the application of social marketing, application at brand and category level, segmentation and targeting, effective social marketing campaigns and the evaluation of social marketingRevised chapter: The Marketing Environment Focuses on the marketing environment, the micro-environment, the macro-environment and monitoring and responding to environmental changeUpdated industry insights, case studies and major case studies throughout the textbook (including over 25 new case studies)Updated and new practitioner profiles



Marketing Theory Evidence Practice

Marketing  Theory  Evidence  Practice Author CTI Reviews
ISBN-10 9781478442677
Release 2016-09-26
Pages 43
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Facts101 is your complete guide to Marketing, Theory, Evidence, Practice. In this book, you will learn topics such as Meaningful Marketing Metrics, Market Research, The Marketing Environment, and Customer Segmentation and Targeting plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.



How Brands Grow

How Brands Grow Author Jenni Romaniuk
ISBN-10 0190304936
Release 2015-11-09
Pages 352
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This pack contains How Brands Grow: What Marketers Dont Know and How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables. Buy the pack to save and take a journey to smarter, evidence-based marketing. How Brands Grow provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based. How Brands Grow Part 2 is about fundamentals of buying behaviour and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brands Distinctive Assets and a framework to underpin your brands Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.



Social Marketing and Public Health

Social Marketing and Public Health Author Jeff French
ISBN-10 9780191027499
Release 2017-02-09
Pages 256
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The last ten years have seen tremendous advances in the theory and practice base of social marketing globally. Social Marketing and Public Health provides up-to-date thinking on these developments. It introduces new conceptual models and approaches to influence behaviour that promotes health and prevents disease. This new edition moves the book's focus to a globally-relevant approach to the application and evaluation of social marketing, and includes a range of international case studies. In addition to coverage of key concepts and techniques in social marketing, this book contains chapters on areas such as social marketing on a small budget, ethical issues, and incorporating digital and social media platforms into social marketing strategies. This is a practical 'how to' guide for those interested in understanding and applying social marketing principles to their public health practice and strategies. It sets out a compelling case for a more citizen-, patient-, or client-focused approach to promoting health and preventing disease. Empowering citizens by understanding their needs and working together to create healthy communities is the core of good social marketing practice - this is both reflected and promoted in this book. Written by international experts in the field, this book is a useful guide for public health specialist planners and policy makers, social marketing organisations and professionals, and students and academics in these fields.



How Brands Grow

How Brands Grow Author Jenni Romaniuk
ISBN-10 0195596269
Release 2015-10-12
Pages 192
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Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.



Critical Thinking for Marketers Volume II

Critical Thinking for Marketers  Volume II Author David Dwight
ISBN-10 9781631576713
Release 2016-12-02
Pages 85
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This second volume of Critical Thinking for Marketers expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science and marketing as an applied science. Section I, Think Better, provides introductory discussions of - marketing as a science; the difference between correlation and causation; the meaning of what a “concept” is and why it is critical for marketers to develop good concept definitions (e.g., “What is customer satisfaction?”); why the 18th century Scottish philosopher David Hume is relevant to marketers today; and the impact that behavioral economics is having on how marketers do their job. Section II, Cognitive Biases and Their Importance, talks about recent discoveries in cognitive psychology and neuroscience that have relevance to marketers. You’ll learn that marketers need to be aware of their own cognitive biases and irrational thinking processes, which often lead to making bad decisions, and that the retail and business customers we market to are not as rational as we may think and hope they are. Finally, Section III, Conclusions, draws on both Volumes I and II to summarize the book’s primary messages with helpful hints on applying your new tools and making better marketing decisions.



Capital Structure and Corporate Financing Decisions

Capital Structure and Corporate Financing Decisions Author H. Kent Baker
ISBN-10 9781118022948
Release 2011-03-31
Pages 504
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A comprehensive guide to making better capital structure and corporate financing decisions in today's dynamic business environment Given the dramatic changes that have recently occurred in the economy, the topic of capital structure and corporate financing decisions is critically important. The fact is that firms need to constantly revisit their portfolio of debt, equity, and hybrid securities to finance assets, operations, and future growth. Capital Structure and Corporate Financing Decisions provides an in-depth examination of critical capital structure topics, including discussions of basic capital structure components, key theories and practices, and practical application in an increasingly complex corporate world. Throughout, the book emphasizes how a sound capital structure simultaneously minimizes the firm's cost of capital and maximizes the value to shareholders. Offers a strategic focus that allows you to understand how financing decisions relates to a firm's overall corporate policy Consists of contributed chapters from both academics and experienced professionals, offering a variety of perspectives and a rich interplay of ideas Contains information from survey research describing actual financial practices of firms This valuable resource takes a practical approach to capital structure by discussing why various theories make sense and how firms use them to solve problems and create wealth. In the wake of the recent financial crisis, the insights found here are essential to excelling in today's volatile business environment.



Relationship Marketing

Relationship Marketing Author Francis Buttle
ISBN-10 9781849206761
Release 1996-05-28
Pages 214
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`This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don't argue. Just read the book!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.



Theory and Evidence

Theory and Evidence Author Barbara Koslowski
ISBN-10 0262112094
Release 1996
Pages 298
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In Theory and Evidence Barbara Koslowski, long acknowledged for her empirical work in the field of cognitive-developmental research, brings into sharp focus the ways in which the standard literature both distorts and under-estimates the reasoning abilities of ordinary people. She provides the basis of a new research program for a more complete characterization of scientific reasoning, problem solving, and causality. Koslowski boldly criticizes many of the currently classic studies and musters a compelling set of arguments, backed by an exhaustive set of experiments carried out during the last decade. Theory and Evidence describes research that looks at the beliefs that people hold about the type of evidence that counts in scientific reasoning and also examines how those beliefs change with age. The primary focus is on the strategies that underlie actual scientific practice. Two general sorts of research are reported - one on hypothesis testing and the other on hypothesis revision (how people deal with evidence that disconfirms a given explanation). Koslowski argues that when scientific reasoning is operationally defined so that correct performance consists of focusing on covariation and ignoring considerations of theory or mechanisms, then subjects are often treated as engaging in flawed reasoning when, in fact, their reasoning is scientifically legitimate. Neither relying on covariation alone nor relying on theory alone constitutes a formula for success.



Building Distinctive Brand Assets

Building Distinctive Brand Assets Author Jenni Romaniuk
ISBN-10 0190311509
Release 2018-03-16
Pages 248
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This book is for anyone with a brand.It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.



Foreign Direct Investment

Foreign Direct Investment Author I. Moosa
ISBN-10 9781403907493
Release 2002-01-29
Pages 311
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Foreign direct investment is an important issue that has attracted the attention of academic and professional economists as well as politicians and policy makers. In Foreign Direct Investment , Imad A. Moosa presents a survey of the vast body of literature and ideas relating to foreign direct investment that will be invaluable as a reference work for all these groups. He provides concise definition and analysis of the theories behind foreign direct investment, and considers factors affecting its implementation. The impact of foreign direct investment on economic development, host countries and the growth of multinationals, together with methods for evaluating foreign direct investment projects are discussed. The book is based on the experiences of and the empirical evidence pertaining to foreign direct investment in a large number of countries, and includes case studies on specific projects.



Social Marketing and Behaviour Change

Social Marketing and Behaviour Change Author Linda Brennan
ISBN-10 9781782548157
Release 2014-12-31
Pages 448
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This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most valid



Strategic Marketing

Strategic Marketing Author Douglas West
ISBN-10 9780199684090
Release 2015-04
Pages 571
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The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:Where are you now?Where do you want to be?How will you get there?Did you get there?This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization, and to evaluate its impact and contribution.This text is accompanied by an Online Resource Centre which provides:For students:Chapter summariesInternet exercisesKey themes and further readingWeb linksFor lecturers: Additional case studiesGuide to additional case studiesAnswers to case questionsCase analyses and teaching notesPowerPoint slidesTest bankLinks to video clips on strategic issues



Outcome based Massage

Outcome based Massage Author Carla-Krystin Andrade
ISBN-10 0781767601
Release 2008-01-01
Pages 497
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Written for physical therapists, massage therapists and occupational therapists, this text introduces an evidence-based clinical reasoning process for incorporating massage into therapeutic practice. The authors instruct readers in how to identify impairments, select and apply appropriate massage techniques, and integrate massage with other treatments. The book integrates a wide variety of techniques into a single problem-solving format consistent with the APTA's "Guide to Physical Therapist Practice". This Second Edition includes step-by-step examples of massage sequences and features superb photographic illustrations, boxes, charts, figures, and clinical examples. The companion website contains approximately 70 video clips that show how to perform many of the techniques and sequences illustrated in the book.



Introduction to Marketing

Introduction to Marketing Author Adrian Palmer
ISBN-10 9780199602131
Release 2012-03-29
Pages 576
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This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.



Consumer Brand Relationships

Consumer Brand Relationships Author Susan Fournier
ISBN-10 9781136470974
Release 2012-03-29
Pages 456
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The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.