Books in Marketing marketing research

8 results in All results

Capital Market Integration in South Asia

• 1st Edition
• November 2, 2016
• Sourajit Aiyer
• English
• Hardback 978-0-08-101906-1

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• eBook 978-0-08-101916-0

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Capital Market Integration in South Asia: Realizing the SAARC Opportunity discusses the potential Capital Market Products/Activities which can create closer inter-linkage of the South Asian capital markets and help local/global investors benefit from this economic opportunity. While some ideas may be implementable now; others have future promise as the regional markets further mature. The book demonstrates both retail and institutional investor interest in this combined high-growth region by offering scope for yield, diversification and risk mitigation, maximized upside from multiple growth markets, minimized downside through low-correlation constituents, and more. The book's core theme addresses the challenges towards deepening the awareness and acceptability of regional economies. Only when this happens will the asset flows increase into the regional market products, providing scale-up that will aid viability for these products.

The Secrets of Successful Public Relations and Image-Making

• 1st Edition
• February 16, 2016
• Tony Greener
• English
• eBook 978-1-4831-0051-7

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The Secrets of Successful Public Relations and Image-Making provides an overview of the various aspects of public relations (PR). The book is comprised of 10 chapters that cover several areas of PR. Chapter 1 reviews the concept of PR, and Chapter 2 covers media relations. Chapter 3 discusses the persuasion techniques used in PR. Chapter 4 talks about the use of TV and radio, while Chapter 5 tackles media event and product launch. The book also covers community relations and discusses sponsorship. Internal communications and PR consultancy are also explained. The last chapter discusses starting up a PR campaign. The book will be of great use to entrepreneurs who are looking forward to conducting their won PR activity.

The Private Sector and China's Market Development

• 1st Edition
• September 30, 2008
• Zhikai Wang
• English
• eBook 978-1-78063-232-2

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Based on case studies, this comprehensive review aims to explore the development of the private sector and how it stimulates industrial growth at regional level in China. The book traces the privatization mechanism and how it facilitates the process of industrialization and urbanization in rural China. The Private Sector and China’s Market Development looks at the evolution of market transition and the rapid growth of the private sector from aspects of both bottom up and top down institutional innovation. It also provides a commentary of future development and innovation in the private sector.

Marketing Due Diligence

• 1st Edition
• January 8, 2007
• Malcolm McDonald + 2 more
• English
• Paperback 978-0-7506-8342-5

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• eBook 978-0-08-046956-0

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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?

Marketing Due Diligence

• 1st Edition
• October 17, 2005
• Malcolm McDonald + 2 more
• English
• eBook 978-0-08-045942-4

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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

• 2nd Edition
• September 13, 2005
• Malcolm McDonald + 1 more
• English
• Paperback 978-0-7506-6746-3

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• eBook 978-0-08-049287-2

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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.

National Reforms in European Gas

• 1st Edition
• August 14, 2003
• M. Arentsen + 1 more
• English
• eBook 978-0-08-053729-0

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Focussing on the change and development of national gas markets in Europe, this book provides an overview, analysis and comparison of recent dynamics in several national gas markets, at a time of very rapid change within this industry. This overview provides a better understanding of current events and future evolution in the European gas business.What can be expected at the European level given the recent trends and dynamics in national gas markets in Europe? How did countries respond to the EU gas directive and why? What are the important barriers to a harmonised European gas market from the perspective of national developments? This book tackles these and related questions.Written by experts across the field of energy policy and reform, this publication will be an invaluable resource for social scientists studying the ongoing reform process in energy markets as well as industry analysts, consultants, policy makers and utility companies worldwide.

Elsevier's Dictionary of Advertising

• 1st Edition
• September 13, 2002
• S.G. Manoilova + 1 more
• English
• Hardback 978-0-444-50691-7

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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.