Routledge Library Editions: Marketing – serie

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54 produkter

Tourism Marketing and Management in the Caribbean (RLE Marketing)
AvDennis J. Gayle,Jonathan N. Goodrich
Inbunden, Engelska, 2014
1 523 kr
Skickas inom 10-15 vardagar
The Caribbean now has one of the largest regional tourism industries in the world amongst developing countries. When originally published this volume was the first to provide a comprehensive discussion of tourism in this part of the world. It begins with an overview of the industry and then examines aspect of tourism marketing and management on a region-by-region basis, covering the Bahamas, Jamaica, Barbados, St Lucia, Trinidad and Tobago, Guyana and Cuba. Detailed analysis follows of sectors within the industry, such as heritage and health care, with central issues such as the intense competition between the cruise ship and hotel industries being highlighted. Discussion of the impact of US and EU policies on Caribbean tourism provides an important international perspective. Throughout, the focus is on the contribution of the regional tourism industry to Caribbean economic growth and development.
Rise and Fall of Mass Marketing (RLE Marketing)
AvRichard Tedlow,Geoffrey Jones
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over. This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics and business history. Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.
Advertising for Account Holders (RLE Marketing)
AvNigel Linacre
Inbunden, Engelska, 2014
1 232 kr
Skickas inom 10-15 vardagar
The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.
Marketing Management in Air Transport (RLE Marketing)
AvJack Grumbridge
Inbunden, Engelska, 2014
2 135 kr
Skickas inom 10-15 vardagar
This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from government interest in aviation and the peculiarities of the aviation market. Other chapters cover market research, an analytical review of airline pricing and co-operative agreements between airlines, as well as product planning and the marketing processes once the schedules are on sale.
Early Advertising Scene (RLE Marketing)
AvHarden B. Leachman
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining advertising techniques at the turn of the twentieth century the book also discusses practices and conditions in the fields of advertising, newspaper and magazine publishing, manufacturing and merchandising.
Marketing in Perspective (RLE Marketing)
AvSimon Majaro
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.
Innovation and New Product Marketing (RLE Marketing)
AvDavid F. Midgley
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.
Marketing and Marketing Assessment (RLE Marketing)
AvJ. L. Sewell
Inbunden, Engelska, 2014
2 135 kr
Skickas inom 10-15 vardagar
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Export Strategy: Markets and Competition (RLE Marketing)
AvNigel Piercy
Inbunden, Engelska, 2014
1 523 kr
Skickas inom 10-15 vardagar
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company’s exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.
Planning the Corporate Reputation (RLE Marketing)
AvVic Markham
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book reveals the importance of seeking and building an identifiable and favourable corporate identity for the enterprise. The subject is pursued in all its aspects, from the stage of basic market research right through to organization and control of the corporate plan.
Marketing Budgeting (RLE Marketing)
A Political and Organisational Model
AvNigel Piercy
Inbunden, Engelska, 2014
2 135 kr
Skickas inom 10-15 vardagar
This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
Industrial Advertising Copy (RLE Marketing)
AvR. Bigelow Lockwood
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.
Masters of Advertising Copy (RLE Marketing)
AvJ. George Frederick
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
Marketing Organisation (RLE Marketing)
AvNigel Piercy
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines: The study of the organisational location and positioning of the marketing function The analytical perspectives of information-processing theories of organisation The relationship between structure and information Organisational processes
Industrial Marketing Research (RLE Marketing)
Management and Technique
AvNicholas Stacey,Aubrey Wilson
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an internal department and how to buy industrial marketing research. When originally published, this was the first book to be published in the UK or USA devoted solely to the important modern management tool of industrial marketing research.
Marketing Environment (RLE Marketing)
AvJohn Dawson
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and processes in marketing, and the development conflicts occur in the marketing system, and how evolution and change in marketing systems is realised through the resolution of these conflicts. The major sectors and institutions in the marketing system are described and a detailed study is made of the ways they change and interact.
Corporate Innovation (RLE Marketing)
Marketing and Strategy
AvGordon Foxall
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.
Strategic Marketing Management (RLE Marketing)
AvGordon Foxall
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing ‘mix’, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each ‘weapon’ in the marketing ‘armoury’ and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described. This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
Marketing in Developing Countries (RLE Marketing)
AvG. Kindra
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
The articles in this collection discuss the role of marketing in development, and include case studies from various developing countries. They consider state enterprises, marketing education, birth control and comparative marketing models.
Marketing for the Developing Company (RLE Marketing)
AvJohn Winkler
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical ‘jargon’ has deliberately been avoided to ensure a straightforward presentation of marketing facts.
Competitive Marketing (RLE Marketing)
A Strategic Approach
AvJohn O'Shaughnessy
Inbunden, Engelska, 2014
7 587 kr
Skickas inom 10-15 vardagar
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Managing Marketing Information (RLE Marketing)
AvNigel Piercy,Martin Evans
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.
Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)
AvStuart St P Slatter
Inbunden, Engelska, 2014
2 135 kr
Skickas inom 10-15 vardagar
This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market share for new products; the use of price, new products and promotional strategies to protect market share; the effects of patent expiration on price levels and the use of pricing strategy to achieve market share. The book includes a brief comparative analysis of competition and marketing strategies in the US ethical pharmaceutical market.
Organization and Marketing (RLE Marketing)
AvPeter Spillard
Inbunden, Engelska, 2014
1 523 kr
Skickas inom 10-15 vardagar
Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.
Adding Value (RLE Marketing)
Brands and Marketing in Food and Drink
AvGeoffrey Jones,Nicholas J. Morgan
Inbunden, Engelska, 2014
2 339 kr
Skickas inom 10-15 vardagar
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Marketing (RLE Marketing)
The Management Way
AvArnold K. Weinstein
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.
Advertising Agency (RLE Marketing)
Procedure and Practice
AvFloyd Y. Keeler,Albert E. Haase
Inbunden, Engelska, 2014
2 514 kr
Skickas inom 10-15 vardagar
This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.
Adding Value (RLE Marketing)
Brands and Marketing in Food and Drink
AvGeoffrey Jones,Nicholas J. Morgan
Häftad, Engelska, 2015
721 kr
Skickas inom 10-15 vardagar
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Advertising for Account Holders (RLE Marketing)
AvNigel Linacre
Häftad, Engelska, 2016
503 kr
Skickas inom 10-15 vardagar
The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.
Corporate Innovation (RLE Marketing)
Marketing and Strategy
AvGordon Foxall
Häftad, Engelska, 2015
751 kr
Skickas inom 10-15 vardagar
This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.

Routledge Library Editions: Marketing – serie

Tourism Marketing and Management in the Caribbean (RLE Marketing)

Rise and Fall of Mass Marketing (RLE Marketing)

Advertising for Account Holders (RLE Marketing)

Marketing Management in Air Transport (RLE Marketing)

Early Advertising Scene (RLE Marketing)

Marketing in Perspective (RLE Marketing)

Innovation and New Product Marketing (RLE Marketing)

Marketing and Marketing Assessment (RLE Marketing)

Export Strategy: Markets and Competition (RLE Marketing)

Planning the Corporate Reputation (RLE Marketing)

Marketing Budgeting (RLE Marketing)

Industrial Advertising Copy (RLE Marketing)

Masters of Advertising Copy (RLE Marketing)

Marketing Organisation (RLE Marketing)

Industrial Marketing Research (RLE Marketing)

Marketing Environment (RLE Marketing)

Corporate Innovation (RLE Marketing)

Strategic Marketing Management (RLE Marketing)

Marketing in Developing Countries (RLE Marketing)

Marketing for the Developing Company (RLE Marketing)

Competitive Marketing (RLE Marketing)

Managing Marketing Information (RLE Marketing)

Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)

Organization and Marketing (RLE Marketing)

Adding Value (RLE Marketing)

Marketing (RLE Marketing)

Advertising Agency (RLE Marketing)

Adding Value (RLE Marketing)

Advertising for Account Holders (RLE Marketing)

Corporate Innovation (RLE Marketing)