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Sustainable Marketing
Consideration for the ethics of business, social responsibility and the environment has put sustainability at the top of the agenda for many organisations and marketing has a key role to play in driving this agenda.This book explores the complex and challenging environment of sustainable marketing. The author starts by considering the background of traditional marketing in order to understand the changes that have occurred over recent times and their significance.From corporate social responsibility to societal and green marketing movements, leading to the development of sustainable marketing practice, this book is the most complete and accessible introduction to Sustainable Marketing on the market. Key themes covered in the book include: Current developments in the marketing environment and their role in stimulating or impeding the progress of sustainability The nature of consumption in relation to sustainability The underlying attitudes of consumers towards sustainable consumption The use of social marketing for planning and implementing behavioural change in consumers towards a more sustainable lifestyle
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Sustainable Marketing Planning
This book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans. Showing how to embed sustainability in these plans, students will be shown how to implement changes while being encouraged to reflect on why they are needed.The text reflects on contemporary themes that impact on sustainable marketing planning, including consumer behaviour, entrepreneurialism, internal marketing, services, international marketing, event management and digital marketing.The second edition has been fully updated with a greater focus on the issues surrounding sustainability, including the environmental challenges facing businesses, sustainable accreditation and integrating the UN SDGs.It provides background on the value discourses that underpin sustainability, incorporates new examples and case studies from broader regions around the world and introduces TBL-based loyalty.Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly. Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book provides core reading for advanced undergraduate and postgraduate students of sustainable marketing, marketing planning and marketing strategy, as well as professionals seeking to improve the competitive advantage of their organisations. Online resources for the use of instructors include PowerPoint lecture slides and a multiple choice questions section.
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Renewable Energy : Power for a Sustainable Future
The provision of sustainable energy supplies for an expanding and increasingly productive world is one of the major issues facing civilisation today. Renewable Energy examines both the practical and economic potential of the renewable energy sources to meet this challenge.The underlying physical and technological principles behind deriving power from direct solar (solar thermal and photovoltaics), indirect solar (biomass, hydro, wind and wave) and non-solar (tidal and geothermal) energy sources are explained, within the context of their environmental impacts, their economics and their future prospects. Renewable Energy provides both perspective and detail on the relative merits and state of progress of technologies for utilizing the various 'renewables'.The analysis considers emissions, sustainability, cost implications and energy security, as political and economic pressures move society towards a low-carbon future.From an overview of basic energy conversion processes, through a discussion of the individual renewable sources, to a concluding examination of the prospects for their integration into national and international networks and the outlook for renewable energy, this book provides a valuable insight into prospects for the renewables. Online resources Renewable Energy is accompanied by online resources which include: For students:· Auto- marked multiple choice questions to accompany each chapter· Curated links to further information and up-to-date energy statistics.For registered adopters of the book:· Figures from the book: available to download for use in lectures
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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit
Killing your current marketing structure may be the only way to save it!Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back?Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands.But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years.The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach.By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue.Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model.Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator.This book builds the case for, literally, transforming the purpose of marketing within your organization.Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy.You’ll learn how to:* Transform all or part of your marketing operation into a media company* Integrate this new operation into traditional marketing efforts* Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategyRed Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible.They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly.Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.
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What are marketing strategies for affiliate marketing?
Marketing strategies for affiliate marketing include identifying the target audience and creating content that resonates with them, leveraging social media and email marketing to promote affiliate products, and building a strong personal brand to establish trust and credibility with the audience. Additionally, creating valuable and informative content such as reviews, tutorials, and comparison guides can help drive traffic and conversions. It's also important to continuously analyze and optimize the performance of affiliate marketing campaigns to maximize results.
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What is the difference between the marketing mix and marketing strategies in the marketing process?
The marketing mix refers to the set of tactical tools that a company uses to promote its products or services, including the 4Ps: product, price, place, and promotion. On the other hand, marketing strategies are the overall approach or plan that a company develops to achieve its marketing objectives. While the marketing mix focuses on the specific elements of the marketing plan, marketing strategies encompass the broader decisions and actions taken to achieve the company's goals. In essence, the marketing mix is a part of the marketing strategy, as it outlines the specific tactics to be used to implement the overall strategy.
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What is the difference between marketing and international marketing?
Marketing refers to the process of promoting and selling products or services to consumers within a specific market or region. It involves understanding consumer needs, creating and communicating value, and building relationships with customers. International marketing, on the other hand, involves marketing products or services to consumers in multiple countries or across different regions. It requires a deep understanding of cultural, economic, and political differences, as well as the ability to adapt marketing strategies to diverse markets. International marketing also involves navigating trade regulations, currency exchange rates, and global distribution channels.
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What is the relationship between marketing objectives and marketing strategies?
Marketing objectives are the specific goals that a company wants to achieve through its marketing efforts, such as increasing brand awareness or driving sales. Marketing strategies, on the other hand, are the plans and tactics that a company uses to achieve those objectives, such as social media campaigns or targeted advertising. The relationship between the two is that marketing strategies are the means by which a company works towards its marketing objectives. In other words, the strategies are the actions taken to reach the desired outcomes outlined in the objectives. Therefore, the two are closely linked and should be aligned to ensure that the marketing efforts are effective in achieving the desired goals.
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Hacking Marketing : Agile Practices to Make Marketing Smarter, Faster, and More Innovative
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management.As surprising as that may sound, it's the natural result of the world going digital.Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints.All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world.You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade.This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnoutDesign "continuous" marketing programs and campaigns that constantly evolveDrive growth with more marketing experiments while actually reducing riskArchitect marketing capabilities in layers to better scale and adapt to changeBalance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
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Sustainable Marketing and Customer Value
Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation.It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity.Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability.It addresses dominant areas of research of sustainability from the marketing perspective, the origin of interest in sustainability, as well as the practice of deprioritising sustainability ideas in pursuit of short-term business goals.Research scholars and business students will find this book of primary relevance, but it is also written for marketing academics and professionals, especially those in large corporations.
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Sustainable Marketing : Pearson New International Edition
For courses in Sustainable Marketing or as a supplement to marketing courses that include sustainability as a focus.A lasting approach to marketing. As the engine that drives the global economy, marketing leaves an enormous footprint on the environment and society.To help readers make a lasting impression in their marketing efforts, Martin/Schouten provides the concepts behind valuable—and lucrative—sustainable marketing strategies.
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Sustainable Marketing of Transformative Heritage Tourism
This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma.It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism. The book puts forward a framework to promote and inspire transformative heritage tourism from a sustainable marketing perspective.Drawing on examples from different parts of the world such as Thailand, China, the USA, India, Australia, the United Kingdom, Spain, and Hong Kong, it takes a unique approach by integrating elements associated with distributive justice, procedural justice, morally motivated existentialist authentic experiences and the well-being of visited and visiting environments.The book pivots on the planning and marketing of heritage of communities such as local, descendent and indigenous across eight broad themes: (1) promotion and sustainable branding of heritage tourism; (2) empowerment of indigenous communities; (3) authenticity and conservation of heritage; (4) safeguarding of art, culture and cultural landscapes; (5) economic viability for the host communities; (6) interpretation and resolution of dissonant heritage representations; (7) stimulating audience engagement and co-created mindful spaces and; (8) facilitating moral consciousness and stimulating lasting inner transformation in guests and hosts.Scholars can replicate and/or test the proposed guided sustainable marketing model, referred to as the transformative heritage tourism pathway, which is adapted from a) the needs, activities and well-being sequential path of transformation and, b) the socially responsible sustainable marketing doctrine guided by the principles of 'dharma' and 'karma'.This book is unique as it stresses eudaimonia as the ultimate goal of well-being and argues that its pursuit can steer the sustained transformation route toward a higher sense of consciousness and responsible production and consumption of heritage resources. In summary, this book contributes toward advancing the dialogue on sustainable marketing and transformative heritage tourism.It will appeal to researchers, undergraduates and practitioners interested in sustainable marketing, transformative heritage tourism and social, ecological, cultural and economic welfare of visited and visiting destinations.
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What is the difference between influencer marketing and viral marketing?
Influencer marketing involves collaborating with individuals who have a dedicated and engaged following on social media to promote a product or service. The goal is to leverage the influencer's credibility and reach to drive brand awareness and sales. On the other hand, viral marketing aims to create content that spreads rapidly and organically among a large audience, often through social sharing. The key difference is that influencer marketing involves partnering with specific individuals, while viral marketing relies on creating highly shareable content that resonates with a broad audience.
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What is the difference between viral marketing and referral marketing?
Viral marketing involves creating content that spreads rapidly through online platforms, often through social sharing and word-of-mouth. It relies on creating engaging and shareable content that encourages people to pass it along to others. On the other hand, referral marketing involves leveraging existing customers to refer new customers to a business. This is typically done through incentivizing current customers to recommend the product or service to their friends and family. While viral marketing focuses on creating shareable content, referral marketing relies on personal recommendations from existing customers.
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What is the difference between marketing communication and dialogue marketing?
Marketing communication is a one-way communication process where a company sends out messages to its target audience through various channels such as advertising, public relations, and sales promotions. It is focused on creating brand awareness and promoting products or services. On the other hand, dialogue marketing is a two-way communication process that focuses on building relationships with customers through personalized and interactive communication. It involves engaging in conversations with customers, gathering feedback, and providing personalized offers and information based on customer preferences. Dialogue marketing aims to create a more personalized and engaging experience for customers, leading to stronger relationships and increased customer loyalty.
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What is the difference between marketing measures and marketing strategy?
Marketing measures refer to the specific tactics and actions that a company takes to promote its products or services, such as advertising, social media campaigns, or sales promotions. These measures are the specific activities that are implemented to achieve the company's marketing goals. On the other hand, marketing strategy refers to the overall plan or approach that guides the company's marketing efforts. It involves identifying the target market, understanding customer needs, and determining how the company will position its products or services in the market. In essence, marketing measures are the specific actions taken to implement the marketing strategy.
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