Markedsføring

Ranging from the essentials of e-commerce to more traditional marketing approaches, this book tells you everything that you need to know about the aims and techniques of marketing in the 21st century.

Explores the relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' media to 'my' media, this work evaluates the social and cultural implications on increased interactivity and consumer creativity for the future of advertising. It also includes case studies of advertising campaigns and media.

Offers companions to the Chartered Institute of Marketing (CIM) professional marketing qualifications. This title includes chapters that feature case studies, study tips and activities to test your learning and understanding. It offers online materials that support students and tutors at various stages.

Marketing and the world of sport overlap in two main ways: in the marketing of sports related products and services, and in the use of sports events to market a broader range of products and services. This book introduces marketing methods and tools for sports organisations.

Exploring the increasing interest in public affairs by organizations, the author indicates that more and more frequently corporations are establishing public affairs positions - typically within public relations departments - to respond to issues and concerns arising out of the sociopolitical environment in which the corporation functions.

Explains how professionals can increase their influence in practice to help their organizations achieve success. This book explores the territories of power, resistance, and activism in public relations, arguing that practitioners can increase their power and social legitimacy by using a range of influence resources, strategies, and tactics.

The author summarises the development of the global mobile communications industry to date, examining how global standards have been established, and why particular firms have succeeded within these standards.

Highlights the importance of understanding the needs of those who will attend; an ever-more critical skill as stretched editorial teams make it increasingly difficult to lure journalists from their desks. This book is useful for PR teams working in a national or, particularly, an international environment.

Launching a new product into numerous countries is a major challenge for managers, particularly those who operate in industries with rapid technological change and high internationalization environments.

Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world.

Explains the essential principles that underlie successful branding. This book offers many practical strategies to measure, build and manage television brand equity. It shows how the notions of branding are no more prevalent than in the battle for dominance in local news.

Global Brands, first published in 2007, contrasts with existing studies by providing a new dimension to the literature on the growth of multinationals through the focus on brands, using an institutional and evolutionary approach based on original and published sources about the beverage industry and firms.

An extremely fluent and effective text designed to be a complete resource for single semester modules, this new edition has a unique combination of text, case studies. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/brennan/

Managing productivity and profitability in retailing has taken on a particular role since the onset of the recession of the late 1980s. To facilitate the use of the concepts and the model used, a disk is also available, containing the application of the model to a number of the case studies and a facility for the user to input their own data.

Based on IBM's worldwide experience and the huge research reach of Cranfield, this guide is full of major international cases, guiding you to easy implementation. From strategy to metrics, it shows how the best companies blend and balance channels to maximum sales effect, and how you can apply this in your own organisation.

The value chain framework has made its way to the forefront of management thought as a powerful analysis tool for strategic planning. Its ultimate goal is to maximize value creation while minimizing costs. In this book David Walters applies the framework to strategic decision making in the field of operations management.

Now he takes a closer look at the new economics of the Internet age, showing where business is going and exploring the huge opportunities that exist: for new producers, new e-tailers, and new tastemakers.

Packed full of lively debate and anecdotes, this title covers topics marketing students are familiar with, such as key thinkers and concepts. It looks at areas such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures.

This text charts the rise of consumerism as the dominant American ideology of the 21st century. It documents and analyses how, from the early 19th century through to the present, the combined endeavours of schools, advertising and media have led to the creation of a consumerist ideology.

Deliver greater business impact in professional services with this complete handbook featuring case studies from across the industry.

Combine the benefits of digital opportunity and service with human experience to add 'heart' to the digital experience and guarantee consumer satisfaction.

Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This text is designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing.

What is it about the great negotiators? This work offers a collection of techniques that illustrate how the most successful negotiators think and behave. It contains tips to help you prepare your strategy and your thinking before an important negotiation; and ideas to help you work out the philosophy behind your negotiating approach.

Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity.

The process of making marketing decisions is frequently dependent on quantitative analysis and the use of specific statistical tools and techniques which can be tailored and adapted to solve particular marketing problems. This book talks about the most widely used quantitative measurements and statistical techniques in marketing.

Offers guidance in managing the marketing function as a practical entity, allowing the new marketer to grasp how the theory can be applied to the job. This book gives the reader an overview of how the key areas of marketing knowledge can be made operationally effective as well as of how to make marketing practical and measurable.

Provides tools for companies to interact with customers through blogging communities. This book shows how to transform public relations and search marketing through consumer-generated media, RSS feeds and comment interaction strategies and describes how to optimize blog articles for blog search engines and provides content strategies.

Discusses about ethics and accounting by taking into account contemporary social trends such as globalization and terrorism. This book focuses on accounting practice, exploring the ethical function of accounting in relation to the market economy, and the ethics of the international accounting harmonization project.