Routledge Library Editions: Marketing – serie
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55 produkter
Tourism Marketing and Management in the Caribbean (RLE Marketing)
Av Dennis J. Gayle, Jonathan N. Goodrich
Inbunden, 2014
1568 kr
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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 …
Rise and Fall of Mass Marketing (RLE Marketing)
Av Richard Tedlow, Geoffrey Jones
Inbunden, 2014
2588 kr
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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 …
Advertising for Account Holders (RLE Marketing)
Inbunden, 2014
1268 kr
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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 …
Marketing Management in Air Transport (RLE Marketing)
Inbunden, 2014
2198 kr
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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 …
Early Advertising Scene (RLE Marketing)
Inbunden, 2014
2588 kr
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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 …
Marketing in Perspective (RLE Marketing)
Av Simon Majaro
Inbunden, 2014
2588 kr
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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 …
Innovation and New Product Marketing (RLE Marketing)
Inbunden, 2014
2588 kr
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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 …
Marketing and Marketing Assessment (RLE Marketing)
Av J. L. Sewell
Inbunden, 2014
2198 kr
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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 …
Export Strategy: Markets and Competition (RLE Marketing)
Av Nigel Piercy
Inbunden, 2014
1568 kr
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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 …
Planning the Corporate Reputation (RLE Marketing)
Av Vic Markham
Inbunden, 2014
2588 kr
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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
Av Nigel Piercy
Inbunden, 2014
2198 kr
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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 …
Industrial Advertising Copy (RLE Marketing)
Inbunden, 2014
2588 kr
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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 …
Masters of Advertising Copy (RLE Marketing)
Inbunden, 2014
2588 kr
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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 …
Marketing Organisation (RLE Marketing)
Av Nigel Piercy
Inbunden, 2014
2588 kr
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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 …
Industrial Marketing Research (RLE Marketing)
Management and Technique
Av Nicholas Stacey, Aubrey Wilson
Inbunden, 2014
2588 kr
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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 …
Marketing Environment (RLE Marketing)
Av John Dawson
Inbunden, 2014
2588 kr
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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 …
Corporate Innovation (RLE Marketing)
Marketing and Strategy
Inbunden, 2014
2588 kr
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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 …
Strategic Marketing Management (RLE Marketing)
Inbunden, 2014
2588 kr
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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 …
Marketing in Developing Countries (RLE Marketing)
Av G. Kindra
Inbunden, 2014
2588 kr
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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)
Av John Winkler
Inbunden, 2014
2588 kr
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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 …
Competitive Marketing (RLE Marketing)
A Strategic Approach
Inbunden, 2014
7810 kr
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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 …
Managing Marketing Information (RLE Marketing)
Inbunden, 2014
2588 kr
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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 …
Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)
Inbunden, 2014
2198 kr
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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 …
Organization and Marketing (RLE Marketing)
Inbunden, 2014
1568 kr
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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 …
Adding Value (RLE Marketing)
Brands and Marketing in Food and Drink
Av Geoffrey Jones, Nicholas J. Morgan
Inbunden, 2014
2408 kr
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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 …
Marketing (RLE Marketing)
The Management Way
Inbunden, 2014
2588 kr
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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
Av Floyd Y. Keeler, Albert E. Haase
Inbunden, 2014
2588 kr
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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 …
Adding Value (RLE Marketing)
Brands and Marketing in Food and Drink
Av Geoffrey Jones, Nicholas J. Morgan
Häftad, 2015
742 kr
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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 …
Advertising for Account Holders (RLE Marketing)
Häftad, 2016
517 kr
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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 …
Corporate Innovation (RLE Marketing)
Marketing and Strategy
Häftad, 2015
772 kr
Lägg i varukorg
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 …
