- 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: 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: 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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- Sách/Book
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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- 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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- Sách/Book
Authors: Gupta, Seema (2021) - A book that delves into human psychology to make sense of the world of marketing
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- Sách/Book
Authors: Armstrong, Gary (2023) - 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
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- Sách/Book
Authors: Solomon, Michael R (2018) - The 10th Edition continues its focus on the core issues of study. These include value, personal branding, analytics and metrics, and ethical and sustainable marketing. With this text, you'll be well equipped to tackle what's happening in the world of marketing today
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- Sách/Book
Authors: Armstrong, Gary (2020) - -
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- Sách/Book
Authors: Hannig, Uwe (2023) - This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources.
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