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Marketing Communication Policies
ISBN: 9783540373223 / Angielski / Twarda / 260 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. By summing up the authors lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the... By summing up the authors lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable i... |
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200,77 |
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Geschäftsbeziehungsmanagement
ISBN: 9783540616634 / Angielski / Twarda / 357 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Nicht nur fur Vertriebsleiter interessant Geschaftsbeziehungsmanagement, Key account-Management und Kundenorientierung sind heute aus der modernen Unternehmensstruktur nicht wegzudenken. Besonders fur den Investitionsguterbereich werden diese modernen Methoden in dem Werk vertieft. Die vorgestellten Methoden, Konzepte und Instrumente eignen sich fur klassische Industriebranchen genauso wie fur den industriellen Dienstleistungsbereich.
Nicht nur fur Vertriebsleiter interessant Geschaftsbeziehungsmanagement, Key account-Management und Kundenorientierung sind heute aus der modernen Un...
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cena:
319,01 |
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Markt- und Produktmanagement: Die Instrumente des Technischen Vertriebs
ISBN: 9783540642787 / Niemiecki / Twarda / 734 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Eine traditionelle Kernaufgabe von Marketing-Entscheider betrifft die Planung und Gestaltung solcher Massnahmen, die der Bearbeitung umfassender Markte oder von Marktsegmenten dienen. Ihren konkreten betrieblichen Niederschlag findet diese Aufgabe sehr oft im Produktmanagement. Diesem Aufgabenfeld, wie es sich speziell fur Business-to-Business-Markte darstellt, ist der vorliegende Band des mehrbandigen Grundwerks "Technischer Vertrieb" gewidmet. Behandelt werden Methoden und Ansatze zum Management des Leistungsprogramms, der Distribution, der Kommunikation, des Leistungsentgelts und der...
Eine traditionelle Kernaufgabe von Marketing-Entscheider betrifft die Planung und Gestaltung solcher Massnahmen, die der Bearbeitung umfassender Markt...
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cena:
412,83 |
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Optimal Bundling: Marketing Strategies for Improving Economic Performance
ISBN: 9783540652472 / Angielski / Twarda / 299 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product and price bundling, with respect to optimization as well as to behavioral bundling approaches. In addition the reader will learn how to implement bundling strategies and how to set up a bundling concept. He will find a thorough explanation of the value that bundling has for improving a companys profit and sales.
Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product a...
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cena:
602,40 |
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Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention
ISBN: 9783540669425 / Angielski / Twarda / 462 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all...
The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world,...
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cena:
200,77 |
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Wettbewerbsvorteile Durch Online Marketing: Die Strategischen Perspektiven Elektronischer Märkte
ISBN: 9783540670728 / Niemiecki / Twarda / 344 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Bereits jetzt fuhrt die Existenz des Internet zu tiefgreifenden Anderungen bestehender Marktstrukturen, die sich in Zukunft noch verstarken werden. Dieses Buch bietet eine systematische Untersuchung der grundlegenden Einflussgrossen, die den Erfolg und die langerfristige Entwicklung elektronischer Markte bestimmen. Es geht uber die Darstellung des momentanen Anwendungsstands elektronischer Netzwerke hinaus und zeigt, wie der Abbau technologischer, okonomischer und verhaltensmassiger Restriktionen neue Moglichkeiten der interaktiven Kundengewinnung und Kundenbindung sowie des virtuellen...
Bereits jetzt fuhrt die Existenz des Internet zu tiefgreifenden Anderungen bestehender Marktstrukturen, die sich in Zukunft noch verstarken werden. Di...
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cena:
251,45 |
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Produktmarketing: Entscheidungsgrundlagen Für Produktmanager
ISBN: 9783540671473 / Niemiecki / Miękka / 716 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Produktinnovationen sind ein wichtiger Schlussel zum Uberleben von Unternehmen. Dieses Buch zeigt dem Leser einen systematischen Weg, wie ein Produkt entwickelt, vermarktet, gepflegt und eliminiert werden kann. Dargestellt wird die Verhaltensanalyse als Grundlage von Produktmarketingentscheidungen sowie Markt-, Produktgestaltungs-, Produktvermarktungs- und Anpassungsanalyse. Das Buch richtet sich an alle, die mit der Entwicklung und Vermarktung von Produkten zu tun haben, vor allem den Produktmanagern in den Unternehmen und den Studenten im Bereich Marketing soll es helfen.
Produktinnovationen sind ein wichtiger Schlussel zum Uberleben von Unternehmen. Dieses Buch zeigt dem Leser einen systematischen Weg, wie ein Produkt ...
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cena:
206,40 |
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Conjoint Measurement: Methods and Applications
ISBN: 9783540714033 / Angielski / Twarda / 384 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This fascinating book covers all the recent developments in conjoint analysis. Leading scientists present different aspects of the theory and applications of this technique. A wide variety of models, techniques, and applications are discussed, including normative models that maximize return, extension of choice-based conjoint simulations, latent class, hierarchical Bayes modeling, new choice simulators, and normative models for representing competitive actions and reactions (based on game theory). This fascinating book covers all the recent developments in conjoint analysis. Leading scientists present different aspects of the theory and appli... |
cena:
522,07 |
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The Art of Gaining and Retaining Customers
ISBN: 9783836410533 / Angielski / Miękka / 80 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. As classical mass advertising is losing effectiveness to generate revenues, marketing
managers attach importance to alternative methods to gain and retain customers. In particular, sales promotion activities are popular to give prospect customers an incentive to buy, whereas the relationship approach aims at establishing a long-lasting bond between provider and customer. In order to find out whether these tendencies provoke the desired actions, a survey among German consumers was conducted, investigating their attitude towards determined marketing tools and each tools impact on the... As classical mass advertising is losing effectiveness to generate revenues, marketing
managers attach importance to alternative methods to gain an... |
cena:
229,89 |
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Branding- How to determine your brand and channel your marketing efforts correctly
ISBN: 9783836416740 / Angielski / Miękka / 172 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. With limited advertising and marketing budgets and an over communicated world, finding a niche or a unique differentiator for a university has become crucial. This statement will be supported by the research from Jack Trout and Al Ries in their many books on "Positioning." In addition, some journal articles and textbooks by Phil Kotler, D. Akers, and others support the need for differentiating your product or service. Finally, some research on the limited and decreasing state funding going to universities, administrators are finding ways to become more efficient and effective; sometimes by...
With limited advertising and marketing budgets and an over communicated world, finding a niche or a unique differentiator for a university has become ...
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cena:
271,27 |
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Market Orientation
ISBN: 9783836419345 / Angielski / Miękka / 124 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. With globalization, trade liberalization and a digital world's economy, there is a growing interest among practitioners and researchers to investigate the role of marketing management to improve firms output, return on investment and at a macro level improving the well being of societies. This book describes the role of marketing in economic development. A thorough review of literature was investigated and an empirical study was undertaken. Market orientation focuses on a business culture and activities that enhance business performance, producing superior value to customers, outstanding...
With globalization, trade liberalization and a digital world's economy, there is a growing interest among practitioners and researchers to investigate...
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cena:
225,29 |
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Fundamental Success Factors for Online Shopthe Consumer Perspectives
ISBN: 9783836419734 / Angielski / Miękka / 132 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. |
cena:
225,29 |
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Pieces on
ISBN: 9783836421140 / Angielski / Miękka / 188 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This collection contributes to the fields of asset pricing and financial market
microstructure. Two essays study the continuous double auction (CDA), the operating mode of all major stock exchanges. Agent based modelling techniques are used to observe institutional characteristics of CDA markets. Agent based modelling is a novel computational approach, increasingly being applied to financial and economic research. The agent based markets in this work are isolated from artefacts of trader behaviour by employing naive agents, called zero intelligence agents. Such primitive markets possess... This collection contributes to the fields of asset pricing and financial market
microstructure. Two essays study the continuous double auction... |
cena:
378,88 |
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Male Consumer Behaviour- A Gender Perspective on Advertising Response and Information Processing
ISBN: 9783836421621 / Angielski / Miękka / 220 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Marketers have long been using sex as a variable in selecting target groups
and designing promotional strategies, while gender has received interest only recently driven by increasing awareness of changing social roles of women and men. Starting from largely female-focused literature, this book investigates the importance of gender to men: How do men react to different role portrayals of their own sex in advertising taking into account their own gender orientation? And what influence does gender have on the way they process (advertising) information? The book covers existing knowledge on... Marketers have long been using sex as a variable in selecting target groups
and designing promotional strategies, while gender has received intere... |
cena:
271,27 |
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The Role of Exigencies in Marketing - A Rhetorical Analysis of Three Online Social Networks
ISBN: 9783836421867 / Angielski / Miękka / 116 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Over the last few years, the use of online social networks has increased
exponentially, and some of these "virtual communities" are among the most visited sites on the Internet. With this boom in popularity has also come a rise in the need for marketing within these spaces, and very little academic literature exists on how to best utilize this new and budding arena for advertising ventures. Traditional business approaches to marketing are no longer adequate, as online environments have completely radicalized the advertising landscape. This book, therefore, provides a new metric of success for... Over the last few years, the use of online social networks has increased
exponentially, and some of these "virtual communities" are among the most... |
cena:
225,29 |
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Television Marketing - Characteristics, Instruments and Impact
ISBN: 9783836423243 / Angielski / Miękka / 80 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The German television market is not only the largest in Europe, but also highly competitive. The juxtaposition of state-owned and private television channels as well as the dual product market make the industry even more complex. Thus, particularly private broadcasting channels have to market their television programmes comprehensively to gain significant audience ratings, as only high ratings guarantee advertising revenues. But which marketing strategies does a TV channel have at its disposal to successfully attract and retain its audience? Baumann examines the market situation...
The German television market is not only the largest in Europe, but also highly competitive. The juxtaposition of state-owned and private televi...
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cena:
193,11 |
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Viral Marketing: Potential and Pitfalls
ISBN: 9783865501745 / Angielski / Miękka / 84 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The book seeks to provide a critical evaluation of viral marketing's potential as a new and possibly crucial dimension in 21st century marketing. It covers essential features of communicational and social behaviour, examines key aspects of viral marketing from the original concept to final implementation and investigates methods of campaign assessment. Consideration is given to the application of viral marketing in a broader corporate communication strategy as well as to some of the pitfalls that may be encountered.
The book seeks to provide a critical evaluation of viral marketing's potential as a new and possibly crucial dimension in 21st century marketing. It c...
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cena:
225,29 |
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Detective Marketing: Creative Common Sense in Business
ISBN: 9789163113895 / Angielski / Miękka / 180 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. "Some really good examples of business metaphors" TOMPETERS "There are a number of good ways to get an idea. Sleep on it, go for a walk or read Stefan Engeseth's new book. The sleeping and walking ways will be greatly enhanced if you read Detective Marketing first." AL RIES, CHAIRMAN, RIES & RIES "In his book Detective Marketing, Stefan has succeeded in creating what we always strive for: simplicity, clarity, perfection." CLAES ANDREASSON, DIRECTOR, ABSOLUT AKADEMI, THE ABSOLUT COMPANY "Straightforward thinking. It's thought provoking. He's taking the Pepper's One-to-One philosophy a step...
"Some really good examples of business metaphors" TOMPETERS "There are a number of good ways to get an idea. Sleep on it, go for a walk or read Stefa...
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cena:
53,42 |
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Advertising and Hong Kong Society
ISBN: 9789629962647 / Angielski / Twarda / 250 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The Contributors to this collection consider the social, psychological, legal, and ethical effects of advertising in Hong Kong. The book balances a comprehensive discussion of advertising in this important consumer market, with practical solutions for marketers.
The Contributors to this collection consider the social, psychological, legal, and ethical effects of advertising in Hong Kong. The book balances a co...
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cena:
82,36 |
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Readings in Modern Marketing
ISBN: 9789629962791 / Angielski / Miękka / 756 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals. Topics covered include marketing and business strategy, managing product lines, pricing, managing the point of sales, global marketing, building global brands, marketing and the new technologies, marketing and society, and so forth. Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference.
Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business j...
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cena:
135,69 |
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