Markedsføring

Written by authoritative figures in the field, this unique textbook provides students with an in-depth understanding of the fundamental theoretical and conceptual groundings of political marketing.

Explains how to utilize an organization's intellectual assets by integrating the management in six areas: decision making systems; strategy policy and accountabilities; knowledge management; people and behaviour; and, targets and metrics. It argues that they can be protected only by integrating the way they are managed into a business culture.

A guide to contracting for the purchaser and contractor alike, with an emphasis on the commercial aspects of contracting. This fifth edition reflects changes in case law and legislation since the publication of the last edition, and charts amendments to model forms of contract conditions.

Tracing the history of advertising from Ancient Roman times, this book offers a colourful account of advertising in its cultural context. It addresses issues such as the promotion of harmful and "immoral" products, marketing to children, the role of advertising in service industries, and the impact of Internet on the conduct of commerce.

The world struggles with increasing threats to global sustainability, caused by population growth, overuse of fresh water resources, depletion of biodiversity, and reliance on non-renewable energy sources. This title outlines a co-ordinated approach to tackling the global challenges we face which can be implemented at every level.

Corruption is a major obstacle to political, social and economic development. This title provides readers with an analytical framework with which to approach the issue of corruption in international affairs, from the perspective of international studies as an interdisciplinary space in the social sciences.

Equality, Diversity and Opportunity Management: Costs, Strategies and Leadership presents a comprehensive analysis of the real-world processes of governance, leadership, policy and strategy formulation, decision-making, cost management, and practical implementation of the Equality, Diversity, Opportunity.

With updates on digital opportunities, social media, emerging markets (including Africa), and the social as well as financial impacts of customer centricity , this book successfully blends strategy with implementation and also features a range of innovative new and traditional business examples from across the globe.

This book fills a void in both the professional and academic literature on the management of public relations. The author defines a functional framework for the practice of public relations consistent with contemporary management theory.

Provides a step-by-step guide to brand planning, focusing solely on the pharmaceutical industry. Shows how branding can be integrated into Shows how branding can be integrated into the early stages of the commercialization process for new products, both in theory and in the real world.

Offers information and advice on developing and managing a card business. This book reviews underlying infrastructure components relating to operations and systems including risk management and transaction processing. It also discusses technology developments and payment systems such as chip cards and mobile payments.

Offers a critical study of the way in which traditional market logic - derived from mainstream economics and managerial marketing - is commonly applied to democratic politics, within both political science and political marketing.

This book aims to unite theory and practice in the field of destination marketing. It attempts to reconcile the gap between the academic literature on urban destination marketing and the manner in which it is actually undertaken by destination marketing organisations (DMOs).

Previous ed. entered under: Solomon, Michael R.

This book presents a range of views on consumer behaviour, showing how demographic perspectives enhance these perspectives. Includes tools for assessment of population characteristics as determinants of market size, composition and potential for many products.

Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers' innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well.

This book closely examines the strategic and tactical aspects of customer relationship management as it stands today. Benefiting advanced students and working executives, the book stresses economic customer value as the guiding concept for marketing decisions.

This volume provides a historical context for Six Sigma and charts the benefits it has brought to business from its inception up to the present. It also provides guidelines on the use of Six Sigma as a business strategy and shows how it can be combined with other management practices.

Designed to help both corporate training departments and specialist training organizations, this text shows how to use modern marketing and communication techniques to increase current course uptake, win support for future activity, and build long-term relationships with customers and trainees.

Offering a student-friendly introduction to quantitative methods, this text covers all of the need to know basics in a clear and engaging manner. Quantitative Methods is an ideal text for students of all levels coming to the subject for first time.