The Crown of Thorns

Author:,

Publisher:Pearson Higher Ed

ISBN:129226960X

Total Pages:720

Viewed:822

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Books Description:

Principles of Marketing, helps students understand how to create value, build customer relationshipsand master key marketing challenges. The the8th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. Packed withexamples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

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Luxury Fashion Retail Management

Author:Tsan-Ming Choi,Bin Shen

Publisher:Springer

ISBN:9811029768

Total Pages:200

Viewed:1159

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Books Description:

Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of luxury fashion retailing, including proper operations and strategic management, which now are the most crucial items on the luxury fashion industry’s senior management agenda.

Managing Brand Equity

Author:David A. Aaker

Publisher:Simon and Schuster

ISBN:9781439188385

Total Pages:299

Viewed:629

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Books Description:

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

Strategic Employee Communication

Author:Gail S. Thornton,Viviane Regina Mansi,Bruno Carramenha,Thatiana Cappellano

Publisher:Springer

ISBN:3319978942

Total Pages:321

Viewed:697

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Books Description:

Employee engagement (or a lack thereof) can often be linked to poor communication and a detachment from company goals. Companies of all sizes are looking for ways to boost communication, recognizing its impact on key business outcomes, such as productivity and profitability. This book offers fresh insights about opportunities to improve the quality of employee communications based on employees’ needs. It highlights the importance of simple, jargon-free communication that focuses on dialogue and content. High-performing organizations are more likely to think about communication from the audience perspective, rather than purely from the management perspective. The case studies offer readers a firm understanding of ways to implement and measure communication in daily practice. Effective communication requires planning and this book, with its focus on the US, Latin America, and emerging markets, will guide readers in using communication in the alignment of corporate and employee needs.

Strategic Design and Innovative Thinking in Business Operations

Author:Hasan Dincer,Ümit Hacioglu,Serhat Yüksel

Publisher:Springer

ISBN:3319776223

Total Pages:471

Viewed:1982

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Books Description:

Recently, rapid technological advances have been influencing the global business operations strategies at companies of all sizes like never before. At the same time, there has been a shift in business cultures due to the rising prevalence of matrix organizations and innovative thinking. This book investigates the role of these factors in shaping the business operations of tomorrow. To address the topic comprehensively, the editors have gathered expert contributions exploring the following dimensions: the business and organizational environment, strategic design, innovativeness and risk management. Discussing aspects ranging from customer selection to understanding regional, national and supranational market dynamics, the contributions will help readers understand both the complexity of and opportunities presented by designing operations.

HBR's 10 Must Reads on Strategic Marketing (with featured article

Author:Harvard Business Review,Clayton M. Christensen,Theordore Levitt,Philip Kotler,Fred Reichheld

Publisher:Harvard Business Review Press

ISBN:1422191524

Total Pages:224

Viewed:1484

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Books Description:

Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: Figure out what business you’re really in Create products that perform the jobs people need to get done Get a bird’s-eye view of your brand’s strengths and weaknesses Tap a market that’s larger than China and India combined Deliver superior value to your B2B customers End the war between sales and marketing

Social Marketing

Author:Nancy R. Lee,Philip Kotler

Publisher:SAGE Publications

ISBN:1544351526

Total Pages:624

Viewed:926

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Books Description:

Successful social marketing holds the power to change the world. For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today′s most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.

Marketing and Smart Technologies

Author:Álvaro Rocha,José Luís Reis,Marc K. Peter,Zorica Bogdanović

Publisher:Springer Nature

ISBN:9811515646

Total Pages:458

Viewed:1562

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Books Description:

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.

Handbook of Mindfulness

Author:Ronald E. Purser,David Forbes,Adam Burke

Publisher:Springer

ISBN:3319440195

Total Pages:514

Viewed:302

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Books Description:

This handbook explores mindfulness philosophy and practice as it functions in today’s socioeconomic, cultural, and political landscape. Chapters discuss the many ways in which classic concepts and practices of mindfulness clash, converge, and influence modern theories and methods, and vice versa. Experts across many disciplines address the secularization and commercialization of Buddhist concepts, the medicalizing of mindfulness in therapies, and progressive uses of mindfulness in education. The book addresses the rise of the, “mindfulness movement”, and the core concerns behind the critiques of the growing popularity of mindfulness. It covers a range of dichotomies, such as traditional versus modern, religious versus secular, and commodification versus critical thought and probes beyond the East/West binary to larger questions of economics, philosophy, ethics, and, ultimately, meaning. Featured topics include: A compilation of Buddhist meditative practices. Selling mindfulness and the marketing of mindful products. A meta-critique of mindfulness critiques - from McMindfulness to critical mindfulness Mindfulness-based interventions in clinical psychology and neuroscience. Corporate mindfulness and usage in the workplace. Community-engaged mindfulness and its role in social justice. The Handbook of Mindfulness is a must-have resource for clinical psychologists, complementary and alternative medicine professionals/practitioners, neuroscientists, and educational and business/management leaders and policymakers as well as related mental health, medical, and educational professionals/practitioners.

Global Marketing Strategy

Author:Bodo B. Schlegelmilch

Publisher:Springer

ISBN:3319262793

Total Pages:249

Viewed:979

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Books Description:

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.

The Business Book

Author:DK

Publisher:Penguin

ISBN:1465438386

Total Pages:352

Viewed:483

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Books Description:

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.

Mexican Natural Resources Management and Biodiversity Conservation

Author:Alfredo Ortega-Rubio

Publisher:Springer

ISBN:3319905848

Total Pages:588

Viewed:1304

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Books Description:

This book presents valuable and recent lessons learned regarding the links between natural resources management, from a Socio-Ecological perspective, and the biodiversity conservation in Mexico. It address the political and social aspects, as well as the biological and ecological factors, involved in natural resources management and their impacts on biodiversity conservation. It is a useful resource for researchers and professionals around the globe, but especially those in Latin American countries, which are grappling with the same Bio-Cultural heritage conservation issues.

Occupational Safety and Hygiene

Author:Pedro Arezes,João Santos Baptista,Monica P. Barroso,Paula Carneiro,Patrício Cordeiro,Nelson Costa,Rui B. Melo,A. Sergio Miguel,Gonçalo Perestrelo

Publisher:CRC Press

ISBN:020372965X

Total Pages:646

Viewed:521

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Books Description:

Occupational Safety and Hygiene presents selected papers from the International Symposium on Occupational Safety and Hygiene SHO2013 (Guimar, Portugal, 14-15 February 2013), which was organized by the Portuguese Society for Occupational Safety and Hygiene (SPOSHO). The contributions from 15 different countries focus on:- Occupational safety- Ris