Principles Of Marketing 16th Edition Newest Edition By Philip T Kotler 2015 01 09 Pdf

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Commercial Communication in the Digital Age

Commercial Communication in the Digital Age Pdf/ePub eBook Author:
Editor: Walter de Gruyter GmbH & Co KG
ISBN: 3110416794
FileSize: 1955kb
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Commercial Communication in the Digital Age by Summary

In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.

Digital Marketing

Digital Marketing Pdf/ePub eBook Author: Ira Kaufman,Chris Horton
Editor: Routledge
ISBN: 1317999754
FileSize: 1988kb
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Digital Marketing by Ira Kaufman,Chris Horton Summary

Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity. Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus). Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation. Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders. This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the "Discover More" and "Play Video" icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center ( "Play Video" icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video. Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy. To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at [email protected]

Managing Brand Equity

Managing Brand Equity Pdf/ePub eBook Author: David A. Aaker
Editor: Simon and Schuster
ISBN: 9781439188385
FileSize: 1972kb
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Managing Brand Equity by David A. Aaker Summary

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Kotler On Marketing

Kotler On Marketing Pdf/ePub eBook Author: Philip Kotler
Editor: Simon and Schuster
ISBN: 0684844982
FileSize: 300kb
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Kotler On Marketing by Philip Kotler Summary

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

Marketing Management in Turkey

Marketing Management in Turkey Pdf/ePub eBook Author: Selcen Ozturkcan,Elif Yolbulan Okan
Editor: Emerald Group Publishing
ISBN: 1787145573
FileSize: 1916kb
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Marketing Management in Turkey by Selcen Ozturkcan,Elif Yolbulan Okan Summary

Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas.

Marketing and Smart Technologies

Marketing and Smart Technologies Pdf/ePub eBook Author: Álvaro Rocha,José Luís Reis,Marc K. Peter,Zorica Bogdanović
Editor: Springer Nature
ISBN: 9811515646
FileSize: 1422kb
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Marketing and Smart Technologies by Álvaro Rocha,José Luís Reis,Marc K. Peter,Zorica Bogdanović Summary

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Marketing 4.0

Marketing 4.0 Pdf/ePub eBook Author: Philip Kotler,Hermawan Kartajaya,Iwan Setiawan
Editor: John Wiley & Sons
ISBN: 1119341140
FileSize: 1775kb
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Marketing 4.0 by Philip Kotler,Hermawan Kartajaya,Iwan Setiawan Summary

Marketing has changed forever—this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

Global Marketing Management

Global Marketing Management Pdf/ePub eBook Author: Masaaki (Mike) Kotabe,Kristiaan Helsen
Editor: Wiley Global Education
ISBN: 1119298660
FileSize: 1280kb
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Global Marketing Management by Masaaki (Mike) Kotabe,Kristiaan Helsen Summary

The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

Knowledge Solutions

Knowledge Solutions Pdf/ePub eBook Author: Olivier Serrat
Editor: Springer
ISBN: 981100983X
FileSize: 1319kb
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Knowledge Solutions by Olivier Serrat Summary

This book is open access under a CC BY-NC 3.0 IGO license. This book comprehensively covers topics in knowledge management and competence in strategy development, management techniques, collaboration mechanisms, knowledge sharing and learning, as well as knowledge capture and storage. Presented in accessible “chunks,” it includes more than 120 topics that are essential to high-performance organizations. The extensive use of quotes by respected experts juxtaposed with relevant research to counterpoint or lend weight to key concepts; “cheat sheets” that simplify access and reference to individual articles; as well as the grouping of many of these topics under recurrent themes make this book unique. In addition, it provides scalable tried-and-tested tools, method and approaches for improved organizational effectiveness. The research included is particularly useful to knowledge workers engaged in executive leadership; research, analysis and advice; and corporate management and administration. It is a valuable resource for those working in the public, private and third sectors, both in industrialized and developing countries.

The Business Book

The Business Book Pdf/ePub eBook Author: DK
Editor: Penguin
ISBN: 1465438386
FileSize: 1580kb
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The Business Book by DK Summary

You can achieve your business dream. Beat the odds as you learn from the best - including Henry Ford, Steve Jobs, and Bill Gates - and turn your idea into an amazing and profitable enterprise. The Business Book helps you over the hurdles facing every new business, such as finding a gap in the market, securing finance, employing people, and creating an eye-catching brand. It is a plain-speaking visual guide to 80 of the most important commerce theories including chaos theory, critical path analysis, market mapping, and the MABA matrix. Its graphics and flow diagrams demystify complicated concepts and explain the ideas of seminal business thinkers, such as Malcolm Gladwell's "tipping point" or Michael Porter's "five forces". It shows that you can succeed with stories of rags-to-riches entrepreneurs, including the founders of Hewlett-Packard, who began their global enterprise from their garage. Whether you are a student, a CEO, or a would-be entrepreneur, The Business Book will inspire you and put you on the inside track to making your goal a reality. Series Overview: Big Ideas Simply Explained series uses creative design and innovative graphics along with straightforward and engaging writing to make complex subjects easier to understand. With over 7 million copies worldwide sold to date, these award-winning books provide just the information needed for students, families, or anyone interested in concise, thought-provoking refreshers on a single subject.

Entrepreneurial Marketing

Entrepreneurial Marketing Pdf/ePub eBook Author: Robert D. Hisrich,Veland Ramadani
Editor: Edward Elgar Publishing
ISBN: 178811132X
FileSize: 1761kb
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Entrepreneurial Marketing by Robert D. Hisrich,Veland Ramadani Summary

One key for success for an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on this and the essential elements of success in order to achieve these needed sales and revenues and then grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of the field.Through an international approach that combines both theoretical and empirical knowledge on entrepreneurship and marketing, this book informs and enhances an entrepreneurs' creativity, their ability to bring innovations to the market and their willingness to face risk and change the world. Key components addressed include: identifying and selecting the market, determining the consumer needs cost-effectively, executing the basic elements of the marketing mix (product, price, distribution, and promotion) and competing successfully in the domestic and global markets by implementing a sound marketing plan. Numerous illustrative examples bring the content to life. The mix of theoretical content, examples, empirical analyses and case studies, make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.

International Business

International Business Pdf/ePub eBook Author: Marios Katsioloudes,Spyros Hadjidakis
Editor: Routledge
ISBN: 1136394516
FileSize: 942kb
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International Business by Marios Katsioloudes,Spyros Hadjidakis Summary

Traditionally, international business (IB) texts survey the field from a USA perspective, going on to compare the USA to the rest of the business world. This text addresses IB from a purely multinational perspective. International Business is examined from the USA angle, going on to address IB issues from other countries’ perspectives, what we call the “Reverse Perspective.” The authors interview business executives and politicians from a number of countries including the USA, Canada, Mexico, Brazil, Colombia, Argentina, India, Hong Kong, Taiwan, China, Japan, South Korea, Germany, Italy, and Russia. These interviews are incorporated at appropriate points in the text providing first-hand information and practical insight. Cases include: Air Arabia, Gap, Diebold Inc, Matsushita, AMSUPP, NIKE, China Eastern Airlines, Luton & Dunstable Hospital, Harley Davidson, Cassis de Dijon, Green investments in Belize, Chicago Food and Beverage Company, Advanced Software Analytics

Breaking Intergenerational Cycles of Repetition

Breaking Intergenerational Cycles of Repetition Pdf/ePub eBook Author: Donna Orange
Editor: Verlag Barbara Budrich
ISBN: 3847402404
FileSize: 577kb
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Breaking Intergenerational Cycles of Repetition by Donna Orange Summary

The authors in this volume explore the interconnected issues of intergenerational trauma and traumatic memory in societies with a history of collective violence across the globe. Each chapter’s discussion offers a critical reflection on historical trauma and its repercussions, and how memory can be used as a basis for dialogue and transformation. The perspectives include, among others: the healing journey of three generations of a family of Holocaust survivors and their dialogue with third generation German students over time; traumatic memories of the British concentration camps in South Africa; reparations and reconciliation in the context of the historical trauma of Aboriginal Australians; and the use of the arts as a strategy of dialogue and transformation.

Principles of Strategic Planning

Principles of Strategic Planning Pdf/ePub eBook Author: IntroBooks Team
Editor: IntroBooks
FileSize: 1682kb
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Principles of Strategic Planning by IntroBooks Team Summary

What is the most important step in getting a procedure or plan to work? Is it getting the resources? Finding the right people for the jobs? While the challenge can differ from one person to another, planning is the most important part in ensuring those challenges won’t get in the way. And it’s not as simple as telling everyone what goals you have and what you want to do. By committing to strategic planning, you are telling each individual what roles they have, what should be their priorities and how much is spent to achieve those goals. By thoroughly thinking and articulating how you and everyone else’s roles from one step to another in reaching those goals, you are preparing the team to success.