Pdf ebook: Principles of Marketing

Pdf download ebook Principles of Marketing

Summary: Principles of Marketing, helps students understand how to create value, build customer relationshipsand master key marketing challenges. The the8th Edition

  • Author : N.a
  • Publisher: Pearson Higher Ed
  • ISBN: 129226960X
  • Genre: Business & Economics
  • Number of Pages: 720
  • Language: English
  • Views: 1460
  • Downloads: 1460
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Description: Principles of Marketing, helps students understand how to create value, build customer relationshipsand master key marketing challenges. The the8th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. Packed withexamples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.


Pdf ebook: Luxury Fashion Retail Management

Pdf download ebook Luxury Fashion Retail Management

Summary: Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retai

  • Author : Tsan-Ming Choi,Bin Shen
  • Publisher: Springer
  • ISBN: 9811029768
  • Genre: Business & Economics
  • Number of Pages: 200
  • Language: English
  • Views: 1756
  • Downloads: 1756
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Description: Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of luxury fashion retailing, including proper operations and strategic management, which now are the most crucial items on the luxury fashion industry’s senior management agenda.


Pdf ebook: Managing Brand Equity

Pdf download ebook Managing Brand Equity

Summary: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived qual

  • Author : David A. Aaker
  • Publisher: Simon and Schuster
  • ISBN: 9781439188385
  • Genre: Business & Economics
  • Number of Pages: 299
  • Language: English
  • Views: 1601
  • Downloads: 1601
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Description: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn


Pdf ebook: Strategic Employee Communication

Pdf download ebook Strategic Employee Communication

Summary: Employee engagement (or a lack thereof) can often be linked to poor communication and a detachment from company goals. Companies of all sizes are looking f

  • Author : Gail S. Thornton,Viviane Regina Mansi,Bruno Carramenha,Thatiana Cappellano
  • Publisher: Springer
  • ISBN: 3319978942
  • Genre: Business & Economics
  • Number of Pages: 321
  • Language: English
  • Views: 1768
  • Downloads: 1768
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Description: Employee engagement (or a lack thereof) can often be linked to poor communication and a detachment from company goals. Companies of all sizes are looking for ways to boost communication, recognizing its impact on key business outcomes, such as productivity and profitability. This book offers fresh insights about opportunities to improve the quality of employee communications based on employees’ needs. It highlights the importance of simple, jargon-free communication that focuses on dialogue and content. High-performing organizations are more likely to think about communication from the audience perspective, rather than purely from the management perspective. The case studies offer readers a firm understanding of ways to implement and measure communication in daily practice. Effective communication requires planning and this book, with its focus on the US, Latin America, and emerging markets, will guide readers in using communication in the alignment of corporate and employee needs.


Pdf ebook: Strategic Design and Innovative Thinking in Business Operations

Pdf download ebook Strategic Design and Innovative Thinking in Business Operations

Summary: Recently, rapid technological advances have been influencing the global business operations strategies at companies of all sizes like never before. At the

  • Author : Hasan Dincer,Ümit Hacioglu,Serhat Yüksel
  • Publisher: Springer
  • ISBN: 3319776223
  • Genre: Business & Economics
  • Number of Pages: 471
  • Language: English
  • Views: 1780
  • Downloads: 1780
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Description: Recently, rapid technological advances have been influencing the global business operations strategies at companies of all sizes like never before. At the same time, there has been a shift in business cultures due to the rising prevalence of matrix organizations and innovative thinking. This book investigates the role of these factors in shaping the business operations of tomorrow. To address the topic comprehensively, the editors have gathered expert contributions exploring the following dimensions: the business and organizational environment, strategic design, innovativeness and risk management. Discussing aspects ranging from customer selection to understanding regional, national and supranational market dynamics, the contributions will help readers understand both the complexity of and opportunities presented by designing operations.


Pdf ebook: HBR's 10 Must Reads on Strategic Marketing (with featured article "Marketing Myopia," by Theodore Levitt)

Pdf download ebook HBR's 10 Must Reads on Strategic Marketing (with featured article "Marketing Myopia," by Theodore Levitt)

Summary: Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advan

  • Author : Harvard Business Review,Clayton M. Christensen,Theordore Levitt,Philip Kotler,Fred Reichheld
  • Publisher: Harvard Business Review Press
  • ISBN: 1422191524
  • Genre: Business & Economics
  • Number of Pages: 224
  • Language: English
  • Views: 970
  • Downloads: 970
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Description: Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: Figure out what business you’re really in Create products that perform the jobs people need to get done Get a bird’s-eye view of your brand’s strengths and weaknesses Tap a market that’s larger than China and India combined Deliver superior value to your B2B customers End the war between sales and marketing


Pdf ebook: Social Marketing

Pdf download ebook Social Marketing

Summary: Successful social marketing holds the power to change the world. For almost two decades, Social Marketing: Behavior Change for Social Good has been the def

  • Author : Nancy R. Lee,Philip Kotler
  • Publisher: SAGE Publications
  • ISBN: 1544351526
  • Genre: Business & Economics
  • Number of Pages: 624
  • Language: English
  • Views: 1910
  • Downloads: 1910
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Description: Successful social marketing holds the power to change the world. For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today′s most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.


Pdf ebook: Marketing and Smart Technologies

Pdf download ebook Marketing and Smart Technologies

Summary: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Ca

  • Author : Álvaro Rocha,José Luís Reis,Marc K. Peter,Zorica Bogdanović
  • Publisher: Springer Nature
  • ISBN: 9811515646
  • Genre: Technology & Engineering
  • Number of Pages: 458
  • Language: English
  • Views: 1493
  • Downloads: 1493
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Description: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.


Pdf ebook: Handbook of Mindfulness

Pdf download ebook Handbook of Mindfulness

Summary: This handbook explores mindfulness philosophy and practice as it functions in today’s socioeconomic, cultural, and political landscape. Chapters discuss

  • Author : Ronald E. Purser,David Forbes,Adam Burke
  • Publisher: Springer
  • ISBN: 3319440195
  • Genre: Psychology
  • Number of Pages: 514
  • Language: English
  • Views: 1276
  • Downloads: 1276
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Description: This handbook explores mindfulness philosophy and practice as it functions in today’s socioeconomic, cultural, and political landscape. Chapters discuss the many ways in which classic concepts and practices of mindfulness clash, converge, and influence modern theories and methods, and vice versa. Experts across many disciplines address the secularization and commercialization of Buddhist concepts, the medicalizing of mindfulness in therapies, and progressive uses of mindfulness in education. The book addresses the rise of the, “mindfulness movement”, and the core concerns behind the critiques of the growing popularity of mindfulness. It covers a range of dichotomies, such as traditional versus modern, religious versus secular, and commodification versus critical thought and probes beyond the East/West binary to larger questions of economics, philosophy, ethics, and, ultimately, meaning. Featured topics include: A compilation of Buddhist meditative practices. Selling mindfulness and the marketing of mindful products. A meta-critique of mindfulness critiques - from McMindfulness to critical mindfulness Mindfulness-based interventions in clinical psychology and neuroscience. Corporate mindfulness and usage in the workplace. Community-engaged mindfulness and its role in social justice. The Handbook of Mindfulness is a must-have resource for clinical psychologists, complementary and alternative medicine professionals/practitioners, neuroscientists, and educational and business/management leaders and policymakers as well as related mental health, medical, and educational professionals/practitioners.


Pdf ebook: Global Marketing Strategy

Pdf download ebook Global Marketing Strategy

Summary: This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet

  • Author : Bodo B. Schlegelmilch
  • Publisher: Springer
  • ISBN: 3319262793
  • Genre: Business & Economics
  • Number of Pages: 249
  • Language: English
  • Views: 1653
  • Downloads: 1653
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Description: This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.


Pdf ebook: The Business Book

Pdf download ebook The Business Book

Summary: You can achieve your business dream. Beat the odds as you learn from the best - including Henry Ford, Steve Jobs, and Bill Gates - and turn your idea into

  • Author : DK
  • Publisher: Penguin
  • ISBN: 1465438386
  • Genre: Business & Economics
  • Number of Pages: 352
  • Language: English
  • Views: 1786
  • Downloads: 1786
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Description: You can achieve your business dream. Beat the odds as you learn from the best - including Henry Ford, Steve Jobs, and Bill Gates - and turn your idea into an amazing and profitable enterprise. The Business Book helps you over the hurdles facing every new business, such as finding a gap in the market, securing finance, employing people, and creating an eye-catching brand. It is a plain-speaking visual guide to 80 of the most important commerce theories including chaos theory, critical path analysis, market mapping, and the MABA matrix. Its graphics and flow diagrams demystify complicated concepts and explain the ideas of seminal business thinkers, such as Malcolm Gladwell's "tipping point" or Michael Porter's "five forces". It shows that you can succeed with stories of rags-to-riches entrepreneurs, including the founders of Hewlett-Packard, who began their global enterprise from their garage. Whether you are a student, a CEO, or a would-be entrepreneur, The Business Book will inspire you and put you on the inside track to making your goal a reality. Series Overview: Big Ideas Simply Explained series uses creative design and innovative graphics along with straightforward and engaging writing to make complex subjects easier to understand. With over 7 million copies worldwide sold to date, these award-winning books provide just the information needed for students, families, or anyone interested in concise, thought-provoking refreshers on a single subject.


Pdf ebook: Mexican Natural Resources Management and Biodiversity Conservation

Pdf download ebook Mexican Natural Resources Management and Biodiversity Conservation

Summary: This book presents valuable and recent lessons learned regarding the links between natural resources management, from a Socio-Ecological perspective, and t

  • Author : Alfredo Ortega-Rubio
  • Publisher: Springer
  • ISBN: 3319905848
  • Genre: Science
  • Number of Pages: 588
  • Language: English
  • Views: 1505
  • Downloads: 1505
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Description: This book presents valuable and recent lessons learned regarding the links between natural resources management, from a Socio-Ecological perspective, and the biodiversity conservation in Mexico. It address the political and social aspects, as well as the biological and ecological factors, involved in natural resources management and their impacts on biodiversity conservation. It is a useful resource for researchers and professionals around the globe, but especially those in Latin American countries, which are grappling with the same Bio-Cultural heritage conservation issues.


Pdf ebook: Occupational Safety and Hygiene

Pdf download ebook Occupational Safety and Hygiene

Summary: Occupational Safety and Hygiene presents selected papers from the International Symposium on Occupational Safety and Hygiene SHO2013 (Guimar, Portugal, 14-

  • Author : Pedro Arezes,João Santos Baptista,Monica P. Barroso,Paula Carneiro,Patrício Cordeiro,Nelson Costa,Rui B. Melo,A. Sergio Miguel,Gonçalo Perestrelo
  • Publisher: CRC Press
  • ISBN: 020372965X
  • Genre: Technology & Engineering
  • Number of Pages: 646
  • Language: English
  • Views: 1039
  • Downloads: 1039
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Description: Occupational Safety and Hygiene presents selected papers from the International Symposium on Occupational Safety and Hygiene SHO2013 (Guimar, Portugal, 14-15 February 2013), which was organized by the Portuguese Society for Occupational Safety and Hygiene (SPOSHO). The contributions from 15 different countries focus on:- Occupational safety- Ris