What is Marketing

Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer

"Consumer Insight" provides market researchers with knowledge of database marketing and CRM techniques. It explains what database marketing is and covers the classic areas that marketers tend to focus on, such as: knowing who your customers are, what they do, where they are, what they buy and what they would like to buy. It explores the psychological areas too - what customers think and feel, what their objectives and strategies are and how these influence how they behave.

Promotional Marketing

The new edition of Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Updated throughout, Promotional Marketing also features the latest best practice advice for working in digital channels including web-based and mobile-based promotions.

Beyond Traditional Marketing

This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice.

Managing Marketing

The newly qualified manager may well be equipped with the skills of the What of marketing and management, but not know the How. The practicing marketer is well served with guides on strategy, mainly of the four minute plan variety, but poorly served in terms of basic advice on implementing the strategy and plans. This book is therefore designed to give clear guidance in managing the marketing function as a practical entity and allowing the new marketer to grasp how the theory can be applied to the job.

Internal Marketing

A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice.

For Hunger-Proof Cities: Sustainable Urban Food Systems

The 20th century witnessed a massive growth in urban populations. In 1990, one-third of the world's people lived in cities of one million or more. As a result, hunger and malnutrition are on the increase worldwide, as the global food system fails to satisfy the growing demand of the urban consumer. For Hunger-Proof Cities is the first book to fully examine food security from an urban perspective. It examines existing local food systems and ways to improve the availability and accessibility of food for city dwellers.

Obstructive Marketing

In Obstructive Marketing, Maitland Hyslop deals with a very negative kind of activity which embraces activities, legal or otherwise, designed to prevent or restrict the distribution of a product or service, temporarily or permanently, against the wishes of the product manufacturer, service provider or customer.When the author defined this phenomenon as Obstructive Marketing and started to research it more than a decade ago, it was seen as a valid concept that was perhaps ahead of its time.

Political Marketing 2nd edition

Substantially revised throughout, Political Marketingsecond edition continues to offer students the most comprehensive introduction to this rapidly growing field. It provides an accessible but in-depth guide to what political marketing is and how it is used in practice, and encourages reflection on how it should be used in the future.

Hip Hop Hypocrisy: When Lies Sound Like the Truth

Hip Hop is a multi-billion dollar global industry, and commercialized gangsta rap has claimed its phat share. Coach Powell exposes the hoax and dirty tricks some in the industry use to seduce our children out of their money, their values, and their minds. Read "Hip Hop Hypocrisy" to discover the disturbing answers to these questions: What 15 social-historical behaviors do gangsta rappers and the KKK share? What seductive technique is used by both gangsta rappers and pedophiles to tease, titillate, and psychologically trap children?

Kellogg on Marketing

Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." --Betsy D.

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