Products related to Marketing:
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Children’s Food : Marketing and innovation
The purpose of this book is to serve as essential reading for those innovating and marketing food products for children as well as those determined to better understand the children's marketplace in order to ensure that it is administered in a manner consistent with the long-term aspirations of society.The book begins by setting the scene and looking at the way children influence food choices within the family and the role advertising is thought to play in driving those choices.Professor Stratton of The Psychology Business (Department of Psychology, Leeds University) has world renowned expertise in the methodology of researching family dynamics and he shows which are the prime influences on the family diet.J.W. Thompson Advertising Board Director Jane Mathews then evaluates what constitutes effective advertising and reveals enduring themes within the children's marketplace.In Chapter 3, Dr Kathryn O'Sullivan of the Kellogg's company examines the nutritional importance of food under the title 'Starting the day right'.She demonstrates her expertise for introducing young taste buds to products which 'Break the fast'.Simon Lang, Senior Consultant at the Henley Centre follows by examining not only why food tastes change in children but also why family eating is itself changing and the implications for the future.
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Marketing 5.0 : Technology for Humanity
Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.
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Sustainable Innovation : Trends in Marketing and Management
In today’s ever-changing global world, there is a permanent need for anticipating new and evolving customer needs, resource supply constraints, and dynamically changing employee expectations.Sustainable innovation applies to products, services, and technologies as well as new business and organization models.This book provides insights into sustainable innovation trends in various marketing- and management-related fields.Authors critically investigate, amongst others, the sustainability impact of disruptive product design and innovative collaboration solutions within buyer-supplier relationships, along with innovative organizational processes to promote sustainable well-being-productivity synergy in a VUCA world. This volume is a uniquely positioned contribution of interrelated research articles on the sustainability-driven innovation needed for organizational health and future viability.
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Data Analytics in Marketing, Entrepreneurship, and Innovation
Innovation based in data analytics is a contemporary approach to developing empirically supported advances that encourage entrepreneurial activity inspired by novel marketing inferences.Data Analytics in Marketing, Entrepreneurship, and Innovation covers techniques, processes, models, tools, and practices for creating business opportunities through data analytics.It features case studies that provide realistic examples of applications.This multifaceted examination of data analytics looks at: Business analyticsApplying predictive analytics Using discrete choice analysis for decision-making Marketing and customer analyticsDeveloping new productsTechnopreneurshipDisruptive versus incremental innovationThe book gives researchers and practitioners insight into how data analytics is used in the areas of innovation, entrepreneurship, and marketing.Innovation analytics helps identify opportunities to develop new products and services, and improve existing methods of product manufacturing and service delivery.Entrepreneurial analytics facilitates the transformation of innovative ideas into strategy and helps entrepreneurs make critical decisions based on data-driven techniques.Marketing analytics is used in collecting, managing, assessing, and analyzing marketing data to predict trends, investigate customer preferences, and launch campaigns.
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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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Social Commerce : Marketing, Technology and Management
This is a multidisciplinary textbook on social commerce by leading authors of e-commerce and e-marketing textbooks, with contributions by several industry experts.It is effectively the first true textbook on this topic and can be used in one of the following ways:Textbook for a standalone elective course at the undergraduate or graduate levels (including MBA and executive MBA programs)Supplementary text in marketing, management or Information Systems disciplines Training courses in industrySupport resources for researchers and practitioners in the fields of marketing, management and information managementThe book examines the latest trends in e-commerce, including social businesses, social networking, social collaboration, innovations and mobility.Individual chapters cover tools and platforms for social commerce; supporting theories and concepts; marketing communications; customer engagement and metrics; social shopping; social customer service and CRM contents; the social enterprise; innovative applications; strategy and performance management; and implementing social commerce systems.Each chapter also includes a real-world example as an opening case; application cases and examples; exhibits; a chapter summary; review questions and end-of-chapter exercises.The book also includes a glossary and key terms, as well as supplementary materials that include PowerPoint lecture notes, an Instructor’s Manual, a test bank and five online tutorials.
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Strategic International Marketing : Strategy Development and Implementation
Strategic International Marketing, 2e offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model. Compact and readable, this practical text offers the reader insights into the globalisation phenomenon, partner relations and strategic positioning in international markets.This 2nd edition has been fully updated to include coverage of the complex international business environment, consider how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly.New international case studies and examples are included throughout to demonstrate how the theory translated into practice. This text is strategic and applied, and an ideal introduction to international marketing for advanced undergraduates and postgraduates in Business and Management, as well as those studying for MBAs and executive qualifications.It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.Supplementary online resources are available to aid instructors.
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Marketing Accountability for Marketing and Non-Marketing Outcomes
This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life.Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions.Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers.The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society. Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour
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International Marketing Strategy: Analysis, Development and Implementation
Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade.Understanding such environmental issues, politics, economics and more, is critical in international marketing strategy. Fully updated and revised, the ninth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets.It provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments.An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
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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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