Markedsføring

Intends to bridge the gap between what managers actually do and organizational strategies. This book provides an activity-based framework for studying strategy as practice, with empirical evidence to illustrate the dynamics of this framework in real terms.

Incorporating case studies from the US, Europe and the UK, this book provides a guide to the visual consumption processes necessary for understanding and succeeding in today's market.

Describes the journey of a frustrated call center manager who discovers hidden secrets about delivering the most outrageously pleasing customer experiences by empowering his staff to be passionate about their work.

Defining what internal marketing is and how it can work, this title demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change Management. It highlights the techniques managers need to understand to use IM effectively within their organizations.

Tracing the genealogy of marketing "The Marketing Era" maps out the organizing principles and cultural logic of the profession. Kalman Applbaum looks at topics such as the logic of marketing strategy, global marketing practice and the moral history of marketing.

Helps HR practitioners understand corporate-level concepts and their relevance to the strategic agendas of organizations by drawing on a range of ideas from branding, marketing, communications, and public relations. This book examines how effective people management strategies and the role of HR specialist can contribute to this corporate agenda.

Provides an approach to the service industry with a focus on the management and marketing elements. This book features exercises and mini cases throughout the text to consolidate learning and make it more student friendly.

This second edition addresses contemporary advertising in the context of current changes in communication. It is a comprehensive and invaluable reference guide to all aspects of the language of advertising.

Provides an analysis of good faith and fairness in consumer contracts. A controversial issue given the Unfair Terms Directive/Regulations and the questions as to its impact on English law, this book examines the complexity of 'fairness' as a legal and moral concept and its relationship with socio-economic policies such as European integration.

Applying his observations on economic history and the development and impact of global marketing, the author presents a cogent plan for developing nations to benefit from globalization. He shows that they can cross the divide and graduate from supplier nation to producer nation.

Planning is a critical process when starting a new business or introducing a new product. This book shows how to execute a feasibility study to enable more effective planning - presenting a systematic approach to feasibility analysis based on strategic management.

National stereotyping and consumer bias in favour of or against countries, based on their image, have been known to influence marketplace decisions. This work discusses the nature, role and influence of product-country images in international marketing strategy and consumer behaviour.

Offering not only a conceptual and theoretical grounding in persuasive techniques, this title also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. It includes case studies on campaigns as diverse as Death Cigarettes and Mecca Cola.

How to improve marketing effectiveness through electronic means. Looks at the main marketing themes (product, price, promotion, place) and the bigger 'e' considerations, for example legislation, data protection and ethics.

Gives an up-close look at the increasingly important role that electronic serials play in the overall library collection, today and in the future. Addresses many of the themes, problems, and questions raised by this fast-evolving medium including e-journal publishing issues, troubleshooting, and accreditation issues & more.

Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.

Written for students and marketing practitioners, Shay Sayre provides a thorough introduction to qualitative methods in market research. The author covers all key topics and borrows techniques from a wide variety of fields to present specific examples that illustrate how these techniques are adapted for marketplace research.

Provides students and event managers with an insight into the strategic and innovative marketing of events of almost all scales and nature. This book presents them with an understanding of how to integrate the range of marketing tools and techniques to communicate and promote events.

Examines the advertising process from within the agency. The author shows how advertising has become the idiom for the enterprise culture as the old suspicions against the industry have disappeared.

This book is one of the first to probe deeply into the art and science of branding industrial products. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

This book examines alternative theories and the empirical testing of how planning relates to doing. It considers tourist spending, length of stay, attractions, destinations, accommodation and activities and looks at how marketing strategies affect consumer plans.

Advertising is often portrayed as corrupting a mythically pure relationship between people and things. Focusing on consumption controversies, Cronin contends that advertising is constituted of "circuits of belief" that flow between practitioners, clients, regulators, consumers and academics.

Combines a thematic overview of the key issues concerning international retail marketing. This work provides an outline of the fundamentals of the subject, such as trends in retail marketing, strategy and logistics, and buying and merchandise management within an international perspective.

Presents a different perspective on consumer behaviour in the hospitality sector. This book introduces and explores the role of consumer behaviour theory in the context of hospitality management. It discusses the principles and research of consumer behaviour and illustrates how they are used in the hospitality industry.

With evidence gathered from extensive case studies, this volume provides a new look at marketing, and in particular the move to establish ostensibly 'green' marketing.

Breadth and balance in content are the primary attributes of this practical guide designed to equip undergraduate students for the broad range of writing tasks involved in contemporary public relations practice.

Offers applications for a contemporary approach to social and behavioural change through social marketing. This book encourages social marketers to think beyond the "downstream" market of individuals whose behaviour they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes.

This book analyses the enduring changes that the world of marketing is undergoing and presents the four most important new concepts: holistic brand management, customer relationship marketing, real-time marketing, and multi-channel marketing.

This comprehensive analysis of the origins and achievements of the "cultural studies audience experiment" evaluates projects which helped to shape the field of television audience research, including Ien Ang's "Watching Dallas".