Pdf ebook: Marketing

Pdf download ebook Marketing

Summary: This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in mor

  • Author :
  • Publisher: SAGE
  • ISBN: 1529737273
  • Genre: Business & Economics
  • Number of Pages: 560
  • Language: English
  • Views: 1650
  • Downloads: 1650
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Description: This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition has been fully updated to include: New case studies and examples, offering truly global perspectives. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory. A new and fully streamlined companion website, featuring a range of resources for students and lecturers. Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to. The new edition comes packed with features that can be used in class or for self-directed study.


Pdf ebook: Marketing Management in Turkey

Pdf download ebook Marketing Management in Turkey

Summary: Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available wi

  • Author : Selcen Ozturkcan,Elif Yolbulan Okan
  • Publisher: Emerald Group Publishing
  • ISBN: 1787145573
  • Genre: Business & Economics
  • Number of Pages: 480
  • Language: English
  • Views: 817
  • Downloads: 817
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Description: Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas.


Pdf ebook: Principles of Strategic Planning

Pdf download ebook Principles of Strategic Planning

Summary: What is the most important step in getting a procedure or plan to work? Is it getting the resources? Finding the right people for the jobs? While the chall

  • Author : IntroBooks Team
  • Publisher: IntroBooks
  • ISBN:
  • Genre: Business & Economics
  • Number of Pages: 25
  • Language: English
  • Views: 1006
  • Downloads: 1006
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Description: What is the most important step in getting a procedure or plan to work? Is it getting the resources? Finding the right people for the jobs? While the challenge can differ from one person to another, planning is the most important part in ensuring those challenges won’t get in the way. And it’s not as simple as telling everyone what goals you have and what you want to do. By committing to strategic planning, you are telling each individual what roles they have, what should be their priorities and how much is spent to achieve those goals. By thoroughly thinking and articulating how you and everyone else’s roles from one step to another in reaching those goals, you are preparing the team to success.


Pdf ebook: Managing Brand Equity

Pdf download ebook Managing Brand Equity

Summary: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived qual

  • Author : David A. Aaker
  • Publisher: Simon and Schuster
  • ISBN: 9781439188385
  • Genre: Business & Economics
  • Number of Pages: 299
  • Language: English
  • Views: 463
  • Downloads: 463
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Description: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn