Books in Marketing

Social Media in the Marketing Context

1st Edition
September 29, 2016
Cherniece J. Plume + 2 more
English
Paperback
9 7 8 0 0 8 1 0 1 7 5 4 8
eBook
9 7 8 0 0 8 1 0 1 7 5 7 9

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.

Marketing the 21st Century Library

1st Edition
May 11, 2015
Debra Lucas-Alfieri
English
Paperback
9 7 8 1 8 4 3 3 4 7 7 3 6
eBook
9 7 8 1 7 8 0 6 3 4 5 4 8

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.

Ethical and Social Marketing in Asia

1st Edition
February 16, 2015
Bang Nguyen + 1 more
English
Hardback
9 7 8 0 0 8 1 0 0 0 9 7 7
eBook
9 7 8 0 0 8 1 0 0 1 0 4 2

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

1st Edition
August 25, 2014
Melissa U.D. Goldsmith + 1 more
English
Paperback
9 7 8 1 8 4 3 3 4 7 8 7 3
eBook
9 7 8 1 7 8 0 6 3 4 6 8 5

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

1st Edition
August 18, 2014
Anna Galluzzi
English
Paperback
9 7 8 1 8 4 3 3 4 7 4 4 6
eBook
9 7 8 1 7 8 0 6 3 4 2 5 8

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.

The Chinese Consumer Market

1st Edition
April 29, 2009
Lei Tang
English
eBook
9 7 8 1 7 8 0 6 3 2 2 0 9

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.

Marketing the Best Deal in Town

1st Edition
March 31, 2008
Nancy Rossiter
English
eBook
9 7 8 1 7 8 0 6 3 1 2 7 1

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

1st Edition
May 21, 2007
Gerard Hastings
English
eBook
9 7 8 0 0 8 0 5 5 0 1 1 4

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
March 19, 2007
Richard E. Neapolitan + 1 more
English
Hardback
9 7 8 0 1 2 3 7 0 4 7 7 1
eBook
9 7 8 0 0 8 0 5 5 5 6 7 6

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

6th Edition
March 13, 2007
Malcolm McDonald
English
eBook
9 7 8 0 0 8 0 4 8 9 3 5 3

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.

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