The McGraw-Hill Companies, 2009. – 480 p. – ISBN: 0071621253, 9780071626156The Biggest Companies. The Boldest Campaigns. The best insider's guide on the market. The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today. For the first time ever, 110 experts from the world's most successful companies reveal their step-by-step strategies, proven marketing tools, and tricks of the trade—fascinating, exclusive, real-world case studies from an all-star roster of companies, including:No matter what business you're in-from retail and manufacturing to service and nonprofit-The Big Book of Marketing offers the most practical, hands-on advice you’ll ever find . . . from the best in the business. Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia. This book is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today.Contents: Preface Introduction Marketing Overview Planning Organizational Responsibility Strategic Planning Branding Marketing Research Demand Consumer Purchasing Behavior Organizational Purchasing Behavior Marketing Communications Marketing Communications Management Sales Advertising Public Relations Promotional Marketing Direct Marketing Brand Ambassadors Supply (Goods and Services) Product Management Product Development Product Packaging Product Pricing Product Quality Supply Chain Supply Chain Management Wholesaling Warehousing Transportation Store Retailing Internet RetailingIndex
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SAGE, 2009. – 232 p. – ISBN: 1847874991, 1847874983, 9781847874986, 9781847874993
Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today.
Each entry comprises of:
Examples and illustrations
Key literature and further reading
Introductory chapters serve to...
15th edition. — South-Western Cengage Learning, 2011. — 800 p. — ISBN-13: 9781111221782, ISBN: 1111221782
Over the years, Boone and Kurtz's Contemporary Marketing has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new...
South-Western, Cengage Learning, 2010. — 668 p. — ISBN 032458167X, 9780324581676. Special challenges and opportunities confront the marketer who intends to serve theneeds of organizations rather than households. Business-to-business customers representa lucrative and complex market worthy of separate analysis. A growing numberof collegiate schools of business in the United States,...
John Wiley and Sons –2010, 322 pages ISBN: 0470504543, 9780470504543 How organizations can deliver significant performance gains through strategic investment in marketing. With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time. In the new era of tight marketing budgets, no...
Prentice Hall, USA - 2012, 576 pages, 6th edition, English language
This unique book is built around a performance orientation and the belief that real learning occurs only with the application of knowledge. It emphasizes market-based management–with a focus on the linkages between marketing strategy and profitability, and provides...
Oxford University Press, 2011. — 376 p. — ISBN-13: 9780199576746; ISBN: 0199576742.
The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little understood inner workings of the...