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Elsevier

Books in Administration and marketing

Explore an extensive selection of titles covering organizational management, leadership, strategic planning, and marketing innovations. This portfolio offers in-depth analysis, case studies, and cutting-edge research that aid managers, marketers, and students in driving organizational success. Focused on digital marketing, consumer behavior, and branding, the content addresses evolving business environments and competitive strategies. Whether developing customer engagement or optimizing operations, these resources deliver actionable insights for effective management and marketing excellence.

  • From Corporate Security to Commercial Force

    A Business Leader’s Guide to Security Economics
    • 1st Edition
    • Marko Cabric
    • English
    From Corporate Security to Commercial Force: A Business Leader’s Guide to Security Economics addresses important issues, such as understanding security related costs, the financial advantages of security, running an efficient security organization, and measuring the impact of incidents and losses. The book guides readers in identifying, understanding, quantifying, and measuring the direct and economic benefits of security for a business, its processes, products, and consequently, profits. It quantifies the security function and explains the never-before analyzed tangible advantages of security for core business processes. Topics go far beyond simply proving that security is an expense for a company by providing business leaders and sales and marketing professionals with actual tools that can be used for advertising products, improving core services, generating sales, and increasing profits.

  • How to Become an International Disaster Volunteer

    • 1st Edition
    • Michael Noone
    • English
    How to Become an International Disaster Volunteer discusses the immense value an experienced water systems engineer, trauma surgeon, or communications specialist could bring to a disaster stricken community, while also explaining how their professional educations do not prepare them for the logistical, psychological, and physical demands of traveling to, and functioning in, an international catastrophe with little water or electricity, limited sleep and food, a chaotic working environment, and with team members from diverse backgrounds and with different personalities. This book provides a step-by-step guide for the entire process, including self-evaluating tactics, fitness measurements for volunteering, how to research disaster relief organizations, how to gain appropriate training and applicable experiences, the best practices during deployments, and the personal recovery process upon returning home. Each chapter focuses on one aspect of the progression, but also includes case studies of disasters, profiles of relief organizations, and checklists for each stage.

  • Becoming an International Humanitarian Aid Worker

    • 1st Edition
    • Chen Reis + 1 more
    • English
    Becoming an International Humanitarian Aid Worker draws on the experiences of those currently working and those hiring people to work in humanitarian aid today, and an analysis of job postings over a 9-month period. It provides relevant information and advice to help jobseekers make more informed decisions about what steps to take. It first pushes prospective job seekers to reflect on whether this is the right career path for them. It then provides tried and tested strategies for preparing for a humanitarian career and being competitive in the humanitarian job market, serving as a comprehensive guide for those thinking about a career in international humanitarian aid.

  • Social Media in the Marketing Context

    A State of the Art Analysis and Future Directions
    • 1st Edition
    • Cherniece J. Plume + 2 more
    • English
    Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice.

  • Social Network Analysis of Disaster Response, Recovery, and Adaptation

    • 1st Edition
    • Eric C Jones + 1 more
    • English
    Social Network Analysis of Disaster Response, Recovery, and Adaptation covers systematic social network analysis and how people and institutions function in disasters, after disasters, and the ways they adapt to hazard settings. As hazards become disasters, the opportunities and constraints for maintaining a safe and secure life and livelihood become too strained for many people. Anecdotally, and through many case studies, we know that social interactions exacerbate or mitigate those strains, necessitating a concerted, intellectual effort to understand the variation in how ties within, and outside, communities respond and are affected by hazards and disasters.

  • Disasters and Public Health

    Planning and Response
    • 2nd Edition
    • Bruce W. Clements + 1 more
    • English
    Disasters and Public Health: Planning and Response, Second Edition, examines the critical intersection between emergency management and public health. It provides a succinct overview of the actions that may be taken before, during, and after a major public health emergency or disaster to reduce morbidity and mortality. Five all-new chapters at the beginning of the book describe how policy and law drive program structures and strategies leading to the establishment and maintenance of preparedness capabilities. New topics covered in this edition include disaster behavioral health, which is often the most expensive and longest-term recovery challenge in a public health emergency, and community resilience, a valuable resource upon which most emergency programs and responses depend. The balance of the book provides an in-depth review of preparedness, response, and recovery challenges for 15 public health threats. These chapters also provide lessons learned from responses to each threat, giving users a well-rounded introduction to public health preparedness and response that is rooted in experience and practice.

  • Marketing the 21st Century Library

    The Time Is Now
    • 1st Edition
    • Debra Lucas-Alfieri
    • English
    Although the 21st century library is competing with numerous web-based resources, its clients can benefit from using its research assistance, physical and online holdings, and physical space, so they need to understand what the library offers. Marketing the 21st Century Library systematically and concisely teaches students and practitioners how to and why they should market and promote academic libraries. Librarians need to use marketing not only to advertise and promote resources, but also to boost the profession and the role we play. The book introduces key marketing concepts, followed by the history of library marketing. Subsequent chapters guide readers through a series of tools and resources so they can create their own marketing plans, concluding with an exploration of resources, services and further readings.

  • Emergency Preparedness for Business Professionals

    How to Mitigate and Respond to Attacks Against Your Organization
    • 1st Edition
    • Bradley A. Wayland
    • English
    Emergency Response for Business Professionals provides business managers who do not have in-house security expertise as well as the security professionals who advise them with an overview on how to prepare and react to potential unexpected incidents that can occur to their organization. The book begins with an overview of the primary principles of business emergency planning, then delves into the considerations that an organization should take when developing their emergency plan. This includes the mitigation strategies for preventing the incident from occurring in the first place. It then shows how to identify and assess the risks the organization may realistically face, choose the commensurate security measures, and create the proper emergency response policies and procedures. The book explores how to respond in the event of an actual emergency, and how to recover business operations to full functionality after an incident occurs. Emergency Response for Business Professionals looks closely at the most common emergencies that pose concerns for many organizations, such as active shooters, unauthorized visitors, workplace violence, embezzlement, fraud, theft, natural and man-made disasters, major equipment malfunctions, sabotage, labor disputes, and loss of key personnel, among others, along with the appropriate and accepted responses used to respond to each type of incident. It covers methods for training employees in emergency response, and concludes with how to plan, prepare, and conduct emergency response exercises within the organization.

  • Ethical and Social Marketing in Asia

    • 1st Edition
    • Bang Nguyen + 1 more
    • English
    There is a growing interest in firms’ adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing process, and Social Marketing is a concept that seeks to influence a target audience for the greater social good. Ethical and Social Marketing in Asia examines this so-far unexplored area, investigating why differing cultures and consumption behaviours require different emphasis in different markets. The diversity of the Asian countries provides a perplexing environment to the development and management of ethical and social marketing. The belief that bottom line profits is enough for a company, is often not favourably viewed by Asian countries emphasising collective, social and long term benefits for the people and country. Due to these interesting characteristics and complexities, the study of ethical and social marketing in Asia is a timely topic. The first chapters introduce Ethical Marketing in Asia, followed by case studies of how the approach is used across 14 diverse economies, geographically based on ‘clusters’; North East, (China, Taiwan, Japan, South Korea), South East (Singapore, Malaysia, Thailand, Vietnam, Cambodia, the Philippines, Indonesia) and South Asia (India, Pakistan, Bangladesh). The second part discusses Social Marketing using the same sequence of regions and economies and the third part explores the unique link to Fairness Management in Asia, followed by a conclusion.

  • Proactive Marketing for the New and Experienced Library Director

    Going Beyond the Gate Count
    • 1st Edition
    • Melissa U.D. Goldsmith + 1 more
    • English
    Academic libraries have continually looked for technological solutions to low circulation statistics, under-usage by students and faculty, and what is perceived as a crisis in relevance, seeing themselves in competition with Google and Wikipedia. Academic libraries, however, are as relevant as they have been historically, as their primary functions within their university missions have not changed, but merely evolved. Going beyond the Gate Count argues that the problem is not relevance, but marketing and articulation. This book offers theoretical reasoning and practical advice to directors on how to better market the function of the library within and beyond the home institution. The aim of this text is to help directors, and ultimately, their librarians and staff get students and faculty back into the library, as a result of better articulation of the library’s importance. The first chapter explores the promotion of academic libraries and their function as educational systems. The next two chapters focus on the importance of the role social media and virtual presence in the academic library, and engaging and encouraging students to use the library through a variety of methods, such as visually oriented special collections. Remaining chapters discuss collaboration and collegiality, formalized reporting and marketing.

  • Libraries and Public Perception

    A Comparative Analysis of the European Press
    • 1st Edition
    • Anna Galluzzi
    • English
    What is the future of libraries? This question is frequently posed, with widespread research into the social and economic impact of libraries. Newspapers play an important role in forming public perceptions, but how do newspapers present libraries, their past, present and future? Nobody has yet taken the press to task on the quantity and quality of articles on libraries, however Libraries and Public Perception does just this, through comparative textual analysis of newspapers in Europe. After a comprehensive and useful introductory chapter, the book consists of the following five chapters: Wondering about the future of libraries; Measuring the value of libraries; Libraries in the newspapers; Contemporary challenges and public perception; Which library model from the newspapers: a synthesis.

  • Price Expectations in Rising Inflation

    • 1st Edition
    • Volume 152
    • I. Visco
    • English
    It is claimed in this book that expectations should not necessarily be treated as unobservable variables and that there is much to be learned from survey data. A unique data set is examined, the output of surveys conducted twice a year since 1952, among informed Italian businessmen and economic experts. The predictive accuracy, rationality and determinants of inflation expectations are investigated, following an extensive analysis of measurement issues.The estimate of inflation expectations are evaluated for both wholesale and consumer price changes, comparing them with those held by respondents to other surveys for different countries and with the forecasts generated by alternative predictors of the inflation process. The expectations considered in the study are shown to be remarkably accurate, anticipating all major price changes, even if during the years of high and rising inflation which have followed the first oil crisis they appear to underestimate on a number of occasions the inflation rates actually experienced, as the alternative predictors also do.An accurate testing of the rational expectations hypothesis is conducted, rejecting it over the entire sample period but not for the period of mild, but variable inflation which preceded the first oil crises.It is shown that a mixed adaptive-regressive model, with both error-learning and return-to-normality components adapts very well to the data considered in this study and that inflation expectations are also influenced by an uncertainty component which affects the adaptive coefficient. Furthermore, regression towards normality is slowed down when industrial capacity is utilized above normal, and vice-versa. Many other issues such as the dispersion of individual answers, the problems of aggregation and measurement error are also considered and an extensive bibliography of other works where use is made of direct information on expectations, is included.

  • Cases in Marketing Financial Services

    • 1st Edition
    • Christine Ennew + 2 more
    • English
    Cases in Marketing Financial Services presents several cases from different countries relating to the marketing of financial service. The book tackles both strategic and tactical marketing issues, and then covers a wide range of institutions and markets. The text will be of great use to professionals in the financial service industry.

  • Strategic Networks

    Creating the Borderless Organization
    • 1st Edition
    • J. C. Jarillo
    • English
    Strategic Networks: Creating the Borderless Organization focuses on the principles, methodologies, and approaches involved in the creation of borderless organizations. The book first underscores competition and cooperation and the ways to organize a business system. Discussions focus on organization as a way to meet strategic demands, vertical integration and subcontracting, intrinsic profitability of different activities, disadvantages of vertical integration, and guidelines for decision-making on vertical integration. The monograph then examines over-subcontracting, strategic network, and essence of a strategic network. Topics include generating trust, how to reduce transaction costs, competition and cooperation, subcontracting in the automobile industry, advantages of shops, manufacturing and selling activities, and network organization. The publication explores international considerations, including cost of the activities and costs of coordination in international business, vertical integration and subcontracting across borders, and coordinating efficiently across borders. The book is a valuable source of information for researchers interested in the establishment of borderless organizations.

  • Demystifying the Institutional Repository for Success

    • 1st Edition
    • Marianne Buehler
    • English
    Institutional repositories remain key to data storage on campus, fulfilling the academic needs of various stakeholders. Demystifying the Institutional Repository for Success is a practical guide to creating and sustaining an institutional repository through marketing, partnering, and understanding the academic needs of all stakeholders on campus. This title is divided into seven chapters, covering: traditional scholarly communication and open access publishing; the academic shift towards open access; what the successful institutional repository looks like; institutional repository collaborations and building campus relationships; building internal and external campus institutional repository relationships; the impact and value proposition of institutional repositories; and looking ahead to open access opportunities.

  • Knowledge Management for Sales and Marketing

    A Practitioner’s Guide
    • 1st Edition
    • Tom Young + 1 more
    • English
    While this book is primarily aimed at those who are involved in Knowledge Management (KM) or have recently been appointed to deliver KM in sales and marketing environments, it is also highly relevant to those engaged in the management or delivery of sales and marketing activities. This book presents models to assist the reader to understand how knowledge can be applied and reused within the sales and marketing processes, leading to an enhanced win rate.Topics covered provide managers and practitioners with the necessary principles, approaches and tools to be able to design their approach from scratch or to be able to compare their existing practices against world class examples. Several models and methodologies are explained which can be applied or replicated in a wide variety of industries. The book also features numerous case studies which illustrate the journey that various companies are taking as they implement KM within sales and marketing.

  • The Chinese Consumer Market

    Opportunities and Risks
    • 1st Edition
    • Lei Tang
    • English
    The Chinese Consumer Market examines the changing consumer business environment in China and offers predictions about the evolution of the Chinese consumer market in the different sectors as well as the likely strategic implications for global consumer oriented companies.

  • Cruise to Success

    How to Steer Your Way through the Murky Waters of Marketing Your Library
    • 1st Edition
    • Loreen Phillips
    • English
    Cruise to Success is a hands-on guide and handbook to create a library marketing campaign. Examples and step-by-step instructions assist both the novice and expert in presenting a campaign to attract the campus community to the library’s resources.

  • A Short-Cut to Marketing the Library

    • 1st Edition
    • Zuzana Helinsky
    • English
    Technological changes mean that the role of libraries is now not as obvious or assured as in the past. This means that to survive, libraries must actively market their products and services to their users and to their funding sources. A concise handbook which spells out the critical need for marketing for libraries, A Short-cut to Marketing The Library provides a series of practical and accessible tools to achieve success and includes publishers marketing suggestions.

  • Marketing the Best Deal in Town

    Your Library
    • 1st Edition
    • Nancy Rossiter
    • English
    This book covers basic marketing tenets and terminology, how to go about setting up a marketing plan, and contemporary topics such as branding and marketing to women. This book is illustrated throughout with successful strategies libraries are currently using to market their services. Skill-building exercises are included for students and practitioners and cases studies are incorporated for analyzing current library marketing issues.

  • Social Marketing

    Why should the Devil have all the best tunes?
    • 1st Edition
    • Gerard Hastings
    • English
    This book explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. Naomi Kein, Joel Bakan and George Monbiot have each done a great job of telling us what is wrong with corporate capitalism. This book begins to provide some solutions. It shows how we can a) borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours, and b) use rigorous research to enable regulators to constrain the worst excesses of Wall Street. Modern marketing techniques now pervade every aspect of our lives: the government, charities, advocacy groups use it to encourage us to live more healthily, support good causes or be more ecologically sensitive. This book asks whether this works and what does it tell us about the relationship between business and civil society? Highly accessible with clear learning objectives, exercises and worked examples, this is also a text that stretches our understanding of the discipline and raises questions about future directions.

  • Probabilistic Methods for Financial and Marketing Informatics

    • 1st Edition
    • Richard E. Neapolitan + 1 more
    • English
    Probabilistic Methods for Financial and Marketing Informatics aims to provide students with insights and a guide explaining how to apply probabilistic reasoning to business problems. Rather than dwelling on rigor, algorithms, and proofs of theorems, the authors concentrate on showing examples and using the software package Netica to represent and solve problems. The book contains unique coverage of probabilistic reasoning topics applied to business problems, including marketing, banking, operations management, and finance. It shares insights about when and why probabilistic methods can and cannot be used effectively. This book is recommended for all R&D professionals and students who are involved with industrial informatics, that is, applying the methodologies of computer science and engineering to business or industry information. This includes computer science and other professionals in the data management and data mining field whose interests are business and marketing information in general, and who want to apply AI and probabilistic methods to their problems in order to better predict how well a product or service will do in a particular market, for instance. Typical fields where this technology is used are in advertising, venture capital decision making, operational risk measurement in any industry, credit scoring, and investment science.

  • Marketing Plans

    How to prepare them, how to use them
    • 6th Edition
    • Malcolm McDonald
    • English
    Now in its 6th edition Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices. Marketing Plans is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes:• Key Concepts • Crucial Terms • Examples • Headlines • Marketing Insights • Case Studies • Exercises The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text.

  • Marketing in a Nutshell

    Key Concepts for Non-specialists
    • 1st Edition
    • Mike Meldrum + 1 more
    • English
    Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors’ marketing know-how and expert insights accessible to all.

  • Marketing Due Diligence

    Reconnecting Strategy to Share Price
    • 1st Edition
    • Malcolm McDonald + 2 more
    • English
    The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-• Does the promised market exist?• Will the strategy deliver the market share promised?• Will the market share create shareholder value?This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern businessSurely, the time has come for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added?

  • Emergency Response Planning for Corporate and Municipal Managers

    • 2nd Edition
    • Paul A. Erickson
    • English
    Emergency Response Planning for Corporate and Municipal Managers, Second Edition, outlines the essential roles of corporate and municipal managers when responding to a wide range of natural and man-made disasters. It demonstrates the importance of their relationships with federal, state, and local government agencies as well as public and private community sectors. Author Paul Erickson, one of the leading experts in the field, focuses on proactively planning for emergencies, particularly in the recognition and advanced coordination of response to incidents instead of simply implementing emergency measures. This book provides specific recommendations regarding the immediate and long-term health and safety of emergency response. End of chapter summaries and questions provide concise information on learning objectives and a review of important concepts. This book is recommended for graduate and undergraduate students studying emergency planning, management, and response; security, disaster recovery, loss prevention, and business continuity professionals and consultants; municipal managers involved in emergency planning and response; and corporate risk management/hazard professionals.

  • Marketing Due Diligence

    Reconnecting Strategy to Share Price
    • 1st Edition
    • Malcolm McDonald + 2 more
    • English
    At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.

  • Marketing Plans for Service Businesses

    A Complete Guide
    • 2nd Edition
    • Malcolm McDonald + 1 more
    • English
    Marketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing.The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organisation being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications it will be an essential guide for professional marketers in the service sector a well as upper level students.

  • Profile of the International Filtration and Separation Industry

    Market Prospects to 2009
    • 5th Edition
    • Kenneth S Sutherland
    • English
    The total world sales of filtration and separation equipmentand spares are estimated at US$29.5 billion in 2003. Good growth is forecast to continue through to 2009, on the back of the expansion in China, and the fresh and wastewatersegment growth rates, with a CAGR of more than 6%." --Profile of the International Filtration and Separation Industry - Market Prospects to 2009, 5th Edition This revised and updated 5th edition includes increased coverage on the strategic direction of the industry, plus it offers forecasts, analysis and comment on the filtration and separation industry to 2009.The study also outlines the structure of the global industry, assesses market and technological trends, offers market figures and forecasts to 2009 and identifies the major players.

  • Market Segmentation

    How to do it, how to profit from it
    • 1st Edition
    • Malcolm McDonald + 1 more
    • English
    * McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heineman... edition of what was previously published by MacMillian, is a thoroughly revised and updated version.

  • Profile of the International Membrane Industry - Market Prospects to 2008

    • 3rd Edition
    • K Sutherland
    • English
    The definitive guide to the international membrane industry. Will help you to keep track of the major issues affecting the fast growing membrane market Will enable you to identify new business opportunities Includes Market forecasts, commentary and analysis supported by primary research Completely revised and updated, the 3rd edition of Profile of the International Membrane Industry - Market Prospects to 2008 reviews the markets, technological trends and major manufacturers of industrial membranes. We have drawn on the expertise from our existing portfolio, Membrane Technology newsletter and Filtration & Separation magazine to bring you vital information, analyses and forecasts that cannot be found anywhere else.The report covers all industrial applications involving both liquid and gas separation, including: Microfiltration Ultrafiltration Reverse osmosis and nanofiltration All other membrane separations The study deals with all kinds of separating media that are now accepted as membranes, whether they are polymeric, ceramic, metallic or liquid. In broad terms the study covers microfiltration, ultrafiltration, reverse osmosis and nanofiltration and all other membrane separations. Profile of the International Membrane Industry covers the structure of the industry, highlighting developments, identifying future trends, and looking at recent mergers and acquisitions in the sector. Market estimates and forecasts to 2008, by region and membrane type, are presented along with an analysis of the main end-user markets for industrial membranes, and a technology overview. Forty leading international membrane manufacturers are profiled. A directory of membrane manufacturing companies is also included.

  • Elsevier's Dictionary of Advertising

    In English, German, French and Russian
    • 1st Edition
    • S.G. Manoilova + 1 more
    • English
    The dynamic business of advertising is quite fascinating as it encompasses an eclectic diversity of fields and activities. Spanning from matters of budgeting, discounts and commissions to creativity, the art of words and images, it communicates to consumers a viable, marketable message. To cover such a diverse spectrum, this dictionary provides the users with terminology from the various spheres that interact to form the ever-expanding vocabulary of modern advertising: marketing and market research, creativity (graphic design, text writing and concept development, photography and film-making basics), media, prepress and typography. This dictionary will be of good use to students of advertising, advertising professionals (account executives, graphic designers, copywriters, media planners etc.), as well as to a wide range of business people.

  • New Marketing

    • 1st Edition
    • Malcolm McDonald + 1 more
    • English
    The New Marketing presents a comprehensively revised blueprint for the marketing process developed by Malcolm McDonald and Hugh Wilson to address second-generation changes brought about by technological development and the associated 'information revolution'. Built around the leading concept of a value exchange with customers, it provides essential advice on how to harness the latest technology and incorporate it effectively into marketing practice.The premise driving the new thinking in this book is that the early stand-alone experimentation with new marketing channels is over for many organizations. The key now is the total integration of new techniques and technologies within the wider marketing process. e-Commerce and CRM, for instance, no longer stand alone as something to plan for separately. Instead, the core processes of marketing need to take account of e-commerce and other IT-enabled channels such as call centres. This development has meant important new steps in decision making for marketers, who now have to choose the channels which are most appropriate for certain tasks and how they should be integrated to maximise customer value. The book focuses on: · How marketing must integrate the interactive environment from the outset· How the choice of channels changes the offer as well as the customer contact · How the marketing manager's role must change Having worked on e-commerce and CRM strategy with a range of major companies over the last four years, the authors have developed tools and frameworks to fill these gaps in traditional marketing. The New Marketing draws heavily on this direct practical experience, and offers the ideal guide to tailoring your marketing strategy to the demands and opportunities of the 21st century marketplace.

  • Marketing Plans

    How to prepare them, how to use them
    • 5th Edition
    • Malcolm McDonald
    • English
    Marketing Plans, Fifth Edition, is a practical, step-by-step guide to marketing planning. This international, bestselling textbook from one of the world's leading marketing experts has been thoroughly revised and carefully updated with the latest developments in e-marketing, CRM, and new planning practices. Designed as a total, student-friendly resource it features: key concepts, crucial terms, examples, headlines, marketing insights, case studies, and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text.

  • Marketing Plans That Work

    • 2nd Edition
    • Malcolm McDonald + 1 more
    • English
    Marketing Plans That Work, Second Edition, is a practical and insightful step-by-step guide to successfully preparing and executing a marketing plan. The book combines the very best of current practice with necessary theoretical and technical background. This new edition builds on the first edition's success by including new examples, the latest techniques, and new chapters on marketing strategy and e-commerce. It also adds technology to its focus in response to today's need to enhance sustainable competitive advantage. Marketing managers and business executives developing marketing and e-business strategies, especially those integrating new marketing technologies, will profit tremendously from this book.

  • Key Customers

    How to Manage Them Profitably
    • 1st Edition
    • Malcolm McDonald + 2 more
    • English
    Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book in a practical way that can be implemented in all organizations.In particular 'Key Customers' looks at:* why has key account management become so critical to commercial success?* what are the key challenges and how do successful companies respond?* why is it vital to understand the role of key account management in strategic planning?* do you know what strategy your customer has for your company?By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace. The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management.'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.

  • Marketing Plan in Colour

    • 1st Edition
    • Malcolm McDonald + 1 more
    • English
    Fully updated and in full colour throughout 'The Marketing Plan in Colour: A pictorial guide for managers' is a unique approach to this complex subject, which will both aid understanding and at the same time encourage marketing and other professionals to delve deeper into the planning process.After more than fifty years of marketing theory and practice, marketing planning still remains one of the great, unconquered challenges.This challenge continues to grow as the environments in which companies operate become increasingly hostile, abrasive and dynamic. There is a growing body of evidence to show that the difference between an organization's efficiency and effectiveness (or, in planning terms, the difference between tactics and strategy) is becoming more and more important.Today, successful chief executives and management teams are grasping the absolute necessity of understanding where their companies should be going, with this direction properly articulated in plans that identify and develop those things that make a company significantly and profitably different over time. It is not difficult to spot those organizations that have not adopted this strategic planning orientation. They reorganize with regular monotony, and more and more such firms are being taken over by more enterprising ones that have learned to drive using the strategic planning approach. Such marketing planning will never be easy. Indeed, it grows more difficult by the day. Thousands of readers of the black and white version of this title (in print since 1987) testify to the easy-to-use approach illustrated by a leading cartoonist.

  • Marketing Portfolio Planner (Office 2000 version)

    (serial number only) http://www.bh.com/marketing
    • 1st Edition
    • The Marketing Process Company
    • English
    Marketing Portfolio Planner is a software-based portfolio analysis framework for DIY application and is a companion to the 4th edition of McDonald's marketing best-seller 'Marketing Plans: how to prepare them, how to use them'.http://www.bh.... framework:* Is a powerful decision support tool for marketing and sales management* Positions each product/service market so the user can quickly analyze the key segments and prioritise sales and marketing effort* Prompts and defines key data requirements* Displays information graphically to aid understanding and communication* Supported by an extensive help system including example Portfolio PlanMarketing Portfolio Planner is available for either the Microsoft Office 97 or Office 2000 editions and requires only Microsoft Access runtime

  • Marketing Plans

    How to prepare them, how to use them
    • 4th Edition
    • Malcolm McDonald
    • English
    At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan.In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks.

  • The Formula for Selling Alarm Systems

    • 1st Edition
    • Lou Sepulveda
    • English
    Learn the theory behind the formula for sales success! The Formula for Selling Alarm systems provides answers to some of the mysteries of selling in the alarm industry. The reader will learn proven methods of selling more effectively with a step-by-step method of selling closing. The author urges readers to apply the principles and steps in the book for a minimum of twenty-one days, the amount of time it takes to form a habit. Learn how to make your prospects think like you do - the key to selling. You will discover the way to avoid common pitfalls and 'stinking thinking', in addition to answering objections and concerns confidently and professionally. The Formula for Selling Alarm Systems addresses all of these areas and is written by someone with more than 28 years of sales experience. This unique book is must-have for every alarm dealer.

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