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Marketing Communications Management : Analysis, Planning, Implementation
Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive.This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels.It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more.The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples.These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga.Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades.The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles.Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.
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Marketing Management
The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice A key text both for undergraduate and postgraduate programmes in Marketing Management. An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject.Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance.It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes. Key features of this book include: A structure designed specifically to fit the way the course is taught in EuropeNew and updated in-depth European case studies help readers bridge the gap between knowledge and practiceFocus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practicesCoverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.
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Marketing Management ISE
Greg Marshall and Mark Johnston, both of Rollins College, have taken great effort to represent marketing management the way it is actually practiced in successful organizations today.The 4th edition, written for today's students in an interesting, lively, professional tone, has received the exclusive endorsement of the American Marketing Association as the recommended key resources for the PCM exam.The content of the 4th edition reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today's classroom.Newly incorporated coverage includes the impact of the COVID-19 pandemic on supply chain and crisis management, global privacy practices among Big Tech, Robocalls with the new “TRACED Act,” influencer marketing, consumer marketing attention to diversity, equity and inclusion, gender-based segmentation, disruptive innovation and enhanced content focused on Gen Z alongside many others!Additionally, 25 new key terms have been added based on the rapid changes occurring to ensure currency.The 14-chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities.Marketing Management, 4e provides a fully developed array of digital interactives come to life through our integrated technology of Connect.Connect features new video cases, application-based activities, and marketing analytics exercises among several others!Marketing Management, 4e provides a fully developed array of application activities both at the end of each chapter and in McGraw-Hill's Connect, along with marketing plan project suggestions.Connect updates include new video cases featuring companies such as FedEx, Marriott International, Domino’s as well as new Application-Based Activities specific to marketing management.Keep your course current by subscribing to the Marshall/Johnston Marketing Management blog (https://marshall-johnstonmm.com), which brings current marketing management issues to your class, complete with discussion questions.
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Marketing Strategy & Management
Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models.Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership. The text takes a global perspective that is both sustainability-focused and consumer-centric.Executive insights, head-scratching blunders, and other features provide additional depth and engagement.Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks.For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph's University, USA, and Guest Professor at the Institute for Retail Management, University of St.Gallen, Switzerland.
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What is marketing management?
Marketing management is the process of planning, organizing, implementing, and controlling marketing activities to achieve the organization's goals. It involves analyzing market trends, identifying target audiences, developing marketing strategies, and overseeing the execution of marketing campaigns. Marketing management also involves monitoring and evaluating the effectiveness of marketing efforts and making adjustments as needed to ensure the organization's success in the marketplace. Overall, marketing management is about creating and maintaining a strong brand presence, building customer relationships, and driving sales and profitability.
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Is a marketing management degree recommended?
A marketing management degree can be beneficial for individuals interested in pursuing a career in marketing. It provides a strong foundation in marketing principles, consumer behavior, market research, and strategic planning. Additionally, a degree in marketing management can open up opportunities for higher-level positions and increased earning potential in the field. However, it is important to consider the specific career goals and interests of the individual before pursuing a marketing management degree, as there are also alternative paths to entering the marketing industry, such as gaining practical experience through internships or entry-level positions.
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How can one study Marketing Management?
One can study Marketing Management through various means such as pursuing a degree in marketing or business administration with a focus on marketing. Additionally, there are online courses, workshops, and seminars available that specifically focus on marketing management. Practical experience through internships or entry-level marketing positions can also provide valuable insights into marketing management. It is important to stay updated with the latest trends and developments in the field by reading industry publications, attending marketing conferences, and networking with professionals in the field.
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What is digital business management?
Digital business management refers to the use of digital technologies and strategies to effectively manage and optimize various aspects of a business, such as operations, marketing, customer relations, and data analysis. It involves leveraging digital tools and platforms to streamline processes, improve decision-making, and enhance overall business performance. This can include implementing digital marketing campaigns, utilizing data analytics to make informed business decisions, and integrating digital solutions to improve customer experiences. Overall, digital business management aims to harness the power of technology to drive business growth and success in the digital age.
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Global Marketing Management
An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience.You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity.In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online.Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary informationAn ongoing emphasis on the increased volatility and uncertainty of today’s global marketsUpdated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivitiesNew explorations of major global environmental and ethical issuesNew chapters on emerging markets, internet marketing, and corporate social responsibility
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Strategic Advertising Management
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications.Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works. Using real world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy. With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry. Digital formats and resourcesThe sixth edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources. - The ebook offers a mobile experience and convenient access along with functionality tools, navigation features, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooksThis book is accompanied by the following online resources:For students:Flashcard glossaryAdditional questionsFurther reading Web linksVideo links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries For lecturers:Case study source linksSuggested case histories from World Advertising Research CouncilSuggested classroom exercisesPowerPoint slidesFigures, tables, and adverts from the textbookWeb links
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Airline Marketing and Management
Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area.Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry.It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines. * An explanation of the US/EU 'Open Skies' agreement and analysis of its impact. *The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. * Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins. *Changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras. *Airline websites and their role as both a selling and distributing tool. *The future of airline marketing. A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies.The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation.Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.
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Marketing Management : European Edition
Strengthen your understanding of the principles of marketing management with this bestselling text.Marketing Management, 4th edition, European Edition, by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by many as the authoritative text on the subject.The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing.Combining traditional marketing with new concepts, the text maintains accessibility, theoretical rigour, and managerial relevance. Now in its 4th edition, Marketing Management remains current with fresh learning features including: New examples from across the world. The inclusion of European academic thought in the text. A focus on the digital challenges for marketers. The importance of creative thinking and its contribution to marketing practice. Case studies throughout to consolidate understanding. A key text for both undergraduate and postgraduate programmes, this edition will provide you with all the tools you need to be successful in your course.
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What is DRM (Digital Rights Management)?
DRM (Digital Rights Management) is a technology used by content creators and distributors to control access to digital content and prevent unauthorized copying or sharing. It typically involves encryption and access control mechanisms to protect the intellectual property rights of the content owner. DRM can restrict how a user can use the content, such as limiting the number of devices it can be accessed on or the duration of access. Critics argue that DRM can be overly restrictive and limit users' rights to use content they have legally purchased.
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What is better for a marketing management degree?
The answer to this question depends on individual career goals and preferences. A marketing management degree from a reputable university can provide a strong foundation in marketing principles, strategic planning, and consumer behavior. However, gaining practical experience through internships, co-op programs, or real-world projects can also be valuable. Ultimately, a combination of a strong academic foundation and practical experience is often the best approach for a marketing management degree.
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Is distance learning in online marketing management worthwhile?
Distance learning in online marketing management can be worthwhile for individuals who are looking to enhance their skills and knowledge in the field without the constraints of traditional classroom settings. It offers flexibility, convenience, and the ability to learn at one's own pace. Additionally, online marketing management is a rapidly evolving field, and distance learning can provide access to the latest trends and tools in the industry. However, it is important to choose a reputable and accredited program to ensure the quality of education and the value of the certification.
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What is the study program for Marketing Management?
The study program for Marketing Management typically covers a range of topics related to marketing, including consumer behavior, market research, advertising, branding, and digital marketing. Students will also learn about strategic marketing planning, sales management, and product development. The program may include practical components such as internships or projects with real companies to provide hands-on experience. Additionally, students may have the opportunity to specialize in areas such as international marketing, social media marketing, or retail marketing. Overall, the program aims to provide students with the knowledge and skills needed to succeed in the dynamic field of marketing.
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