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This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified market-led perspective. 30 of the 38 readings in this text are new to this edition.
Book Synopsis Readings in Marketing Strategy by : Victor J. Cook
Download or read book Readings in Marketing Strategy written by Victor J. Cook and published by Course Technology. This book was released on 1989 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified market-led perspective. 30 of the 38 readings in this text are new to this edition.
Book Synopsis Readings in Marketing Management by : Philip Kotler
Download or read book Readings in Marketing Management written by Philip Kotler and published by Prentice Hall. This book was released on 1971 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt:
This collection of readings provides a solid grounding in the major practical business decisions that students and managers face in a global setting. The organization of the reader emphasizes general patterns of trade and investment flows, while examining in depth - the reasons for the internationalization of firms and the international dimension of various functional areas, including finance, accounting, marketing, and production.In six sections the readings take up changes in international ownership patterns, corporate strategy, international marketing issues, the basic financial decisions and taxation issues for a multinational firm, and political risk. Each section includes an introduction that outlines the basic ideas to be discussed, as well as questions, key terms, and suggestions for further reading.Robert Z. Aliber is Professor of International Economics and Finance at the Graduate School of Business at the University of Chicago. Reid W. Click is Assistant Professor of Economics in the Lemberg Program in International Economics and Finance at Brandeis University.
Book Synopsis Readings in International Business by : Robert Z. Aliber
Download or read book Readings in International Business written by Robert Z. Aliber and published by MIT Press. This book was released on 1993 with total page 538 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of readings provides a solid grounding in the major practical business decisions that students and managers face in a global setting. The organization of the reader emphasizes general patterns of trade and investment flows, while examining in depth - the reasons for the internationalization of firms and the international dimension of various functional areas, including finance, accounting, marketing, and production.In six sections the readings take up changes in international ownership patterns, corporate strategy, international marketing issues, the basic financial decisions and taxation issues for a multinational firm, and political risk. Each section includes an introduction that outlines the basic ideas to be discussed, as well as questions, key terms, and suggestions for further reading.Robert Z. Aliber is Professor of International Economics and Finance at the Graduate School of Business at the University of Chicago. Reid W. Click is Assistant Professor of Economics in the Lemberg Program in International Economics and Finance at Brandeis University.
Book Synopsis Market Entry Strategies by : Christoph Lymbersky
Download or read book Market Entry Strategies written by Christoph Lymbersky and published by Christoph Lymbersky. This book was released on 2008 with total page 35 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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.
Book Synopsis Readings in Modern Marketing by : John A. Quelch
Download or read book Readings in Modern Marketing written by John A. Quelch and published by Chinese University Press. This book was released on 2006 with total page 772 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
Book Synopsis Digital Marketing Strategy by : Simon Kingsnorth
Download or read book Digital Marketing Strategy written by Simon Kingsnorth and published by Kogan Page Publishers. This book was released on 2016-05-03 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
In this 1931 Wall Street classic, author and noted economist Humphrey B. Neill explains not only how to read the tape, but also how to figure out what’s going on behind the numbers. Illustrated throughout with graphs and charts, this book contains excellent sections on human nature and speculation and remains a classic text in the field today.
Book Synopsis Tape Reading and Market Tactics by : Humphrey B. Neill
Download or read book Tape Reading and Market Tactics written by Humphrey B. Neill and published by Pickle Partners Publishing. This book was released on 2016-10-21 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this 1931 Wall Street classic, author and noted economist Humphrey B. Neill explains not only how to read the tape, but also how to figure out what’s going on behind the numbers. Illustrated throughout with graphs and charts, this book contains excellent sections on human nature and speculation and remains a classic text in the field today.
Book Synopsis Readings in Basic Marketing by : Edmund Jerome McCarthy
Download or read book Readings in Basic Marketing written by Edmund Jerome McCarthy and published by McGraw-Hill/Irwin. This book was released on 1981-01-01 with total page 607 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis International Marketing Strategy by : Hans B. Thorelli
Download or read book International Marketing Strategy written by Hans B. Thorelli and published by . This book was released on 1976 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Readings in Marketing Management by : Joel R. Evans
Download or read book Readings in Marketing Management written by Joel R. Evans and published by John Wiley & Sons. This book was released on 1984 with total page 492 pages. Available in PDF, EPUB and Kindle. Book excerpt:
