eBook Download

BOOK EXCERPT:

TODAY'S STUDENTS - TOMORROW'S PROFESSIONALSMarketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world. It demonstrates the practical application of marketing skills, illustrated by case studies and practitioner profiles, and gives students industry insight that will support them in their careers. Providing an evidence-based introduction to marketing, this Australasian text focuses on marketing metrics, consumer behaviour and business buyer behaviour, as well as exploring the application of B2B marketing. It challenges traditional marketing theories and concepts, presenting a research-driven framework for understanding the marketing process.This text is a comprehensive guide, with a full suite of lecturer resources, and provides the support and materials that you need to help create tomorrow's marketing professionals.NEW TO THIS EDITIONNew chapter: Selling and Sales Management Focuses on the importance of personal selling, B2B selling, key account management, personal selling within consumer markets, call centres, sales management, the strategic role of personal selling, the impact of social media and ethics in sellingNew chapter: Developing and Implementing a Marketing Plan Covers the role and benefits of marketing planning, when marketing planning occurs, the marketing planning process, key observations on marketing planning, market selection and marketing objective setting and what design brings to strategic marketing and planningNew chapter: Social Marketing Focuses on the application of social marketing, application at brand and category level, segmentation and targeting, effective social marketing campaigns and the evaluation of social marketingRevised chapter: The Marketing Environment Focuses on the marketing environment, the micro-environment, the macro-environment and monitoring and responding to environmental changeUpdated industry insights, case studies and major case studies throughout the textbook (including over 25 new case studies)Updated and new practitioner profiles

Product Details :

Genre: Industrial management
Author: Byron Sharp
Publisher: Oxford University Press, USA
Release: 2017-11
File: 832 Pages
ISBN-13: 0195590295

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Marketing: Theory, Evidence, Practice bridges academic theory and real-world marketing knowledge. It introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.

Product Details :

Genre: Business & Economics
Author: Byron Sharp
Publisher: OUP Australia & New Zealand
Release: 2013-01-17
File: 656 Pages
ISBN-13: 0195573552

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.

Product Details :

Genre: Business & Economics
Author: Guilherme D. Pires
Publisher: Routledge
Release: 2018-12-17
File: 358 Pages
ISBN-13: 9781315454870

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

Product Details :

Genre:
Author: Jenni Romaniuk
Publisher: Oxford University Press, USA
Release: 2015-10-12
File: 192 Pages
ISBN-13: 0195596269

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Simulated Patient Methodology is a timely book, aimed at health professional educators and Simulated Patient (SP) practitioners. It connects theory and evidence with practice to ensure maximum benefit for those involved in SP programmes, in order to inform practice and promote innovation. The book provides a unique, contemporary, global overview of SP practice, for all health sciences educators. Simulated Patient Methodology: • Provides a cross-disciplinary overview of the field • Considers practical issues such as recruiting and training simulated patients, and the financial planning of SP programmes • Features case studies, illustrating theory in practice, drawn from across health professions and countries, to ensure relevance to localised contexts Written by world leaders in the field, this invaluable resource summarises the theoretical and practical basis of all human-based simulation methodologies.

Product Details :

Genre: Medical
Author: Debra Nestel
Publisher: John Wiley & Sons
Release: 2014-12-31
File: 168 Pages
ISBN-13: 9781118761007

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

A comprehensive guide to making better capital structure and corporate financing decisions in today's dynamic business environment Given the dramatic changes that have recently occurred in the economy, the topic of capital structure and corporate financing decisions is critically important. The fact is that firms need to constantly revisit their portfolio of debt, equity, and hybrid securities to finance assets, operations, and future growth. Capital Structure and Corporate Financing Decisions provides an in-depth examination of critical capital structure topics, including discussions of basic capital structure components, key theories and practices, and practical application in an increasingly complex corporate world. Throughout, the book emphasizes how a sound capital structure simultaneously minimizes the firm's cost of capital and maximizes the value to shareholders. Offers a strategic focus that allows you to understand how financing decisions relates to a firm's overall corporate policy Consists of contributed chapters from both academics and experienced professionals, offering a variety of perspectives and a rich interplay of ideas Contains information from survey research describing actual financial practices of firms This valuable resource takes a practical approach to capital structure by discussing why various theories make sense and how firms use them to solve problems and create wealth. In the wake of the recent financial crisis, the insights found here are essential to excelling in today's volatile business environment.

Product Details :

Genre: Business & Economics
Author: H. Kent Baker
Publisher: John Wiley & Sons
Release: 2011-05-03
File: 504 Pages
ISBN-13: 9780470569528

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

`This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don't argue. Just read the book!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.

Product Details :

Genre: Business & Economics
Author: Francis Buttle
Publisher: SAGE
Release: 1996-05-28
File: 214 Pages
ISBN-13: 9781849206761

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

Foreign direct investment is an important issue that has attracted the attention of academic and professional economists as well as politicians and policy makers. In Foreign Direct Investment , Imad A. Moosa presents a survey of the vast body of literature and ideas relating to foreign direct investment that will be invaluable as a reference work for all these groups. He provides concise definition and analysis of the theories behind foreign direct investment, and considers factors affecting its implementation. The impact of foreign direct investment on economic development, host countries and the growth of multinationals, together with methods for evaluating foreign direct investment projects are discussed. The book is based on the experiences of and the empirical evidence pertaining to foreign direct investment in a large number of countries, and includes case studies on specific projects.

Product Details :

Genre: Business & Economics
Author: I. Moosa
Publisher: Springer
Release: 2002-01-29
File: 311 Pages
ISBN-13: 9781403907493

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

The last ten years have seen tremendous advances in the theory and practice base of social marketing globally. Social Marketing and Public Health provides up-to-date thinking on these developments. It introduces new conceptual models and approaches to influence behaviour that promotes health and prevents disease. This new edition moves the book's focus to a globally-relevant approach to the application and evaluation of social marketing, and includes a range of international case studies. In addition to coverage of key concepts and techniques in social marketing, this book contains chapters on areas such as social marketing on a small budget, ethical issues, and incorporating digital and social media platforms into social marketing strategies. This is a practical 'how to' guide for those interested in understanding and applying social marketing principles to their public health practice and strategies. It sets out a compelling case for a more citizen-, patient-, or client-focused approach to promoting health and preventing disease. Empowering citizens by understanding their needs and working together to create healthy communities is the core of good social marketing practice - this is both reflected and promoted in this book. Written by international experts in the field, this book is a useful guide for public health specialist planners and policy makers, social marketing organisations and professionals, and students and academics in these fields.

Product Details :

Genre:
Author: Jeff French
Publisher: Oxford University Press
Release: 2017-02-09
File: 256 Pages
ISBN-13: 9780198717690

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>




eBook Download

BOOK EXCERPT:

The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look.

Product Details :

Genre: Business & Economics
Author: Michael J. Baker
Publisher: Routledge
Release: 2016-04-14
File: 616 Pages
ISBN-13: 9781134506125

#1 eBook Free in [pdf] [kindle] [epub] [tuebl] [mobi] [audiobook], #1 New Release 2020 >>