| breadth vs depth marketing: Handbook of Pricing Research in Marketing Vithala R. Rao, 2009 Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein. |
| breadth vs depth marketing: The New Language of Marketing 2.0 Sandy Carter, 2008-10-31 Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind. –Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution “It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly–The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.” –Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School “Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.” –Anne Holland, Founder, MarketingSherpa Inc Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results For every marketer, strategist, executive, and entrepreneur Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools–and using them to maximize revenue and profitability. Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more. Includes information, case studies, and working examples for next generation marketing strategies such as: • Social networks with virtual environments, including Second Life • Online communities including Facebook • Viral Marketing and eNurturing • Serious Gaming • Widgets • Wikis • Blogging, including Twitter • RSS • Podcasting • Videocasting Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies–now, and for years to come. Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success: Analyze and ensure strong market understanding Nail the relevant strategy and story Go to Market Plan Energize the channel and community Leads and revenue Scream!!! Don’t forget the Technology! BONUS Content Available Online: Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels. |
| breadth vs depth marketing: Modern Marketing Management Principles Dr.Mohamed Anwar.K, Dr.C.Jayamala, Dr.V.Vijayalakshmi, Dr.Hariharan K.S, Mr.Varun Kumar.T, 2024-07-10 Dr.Mohamed Anwar.K, Assistant Professor, Department of Business Administration, Jamal Mohamed College (Autonomous), Bharathidasan University, Tiruchirappalli, Tamil Nadu, India. Dr.C.Jayamala, Associate Professor and Head, Department of Commerce, Saveetha School of Law, SIMATS, Chennai, Tamil Nadu, India. Dr.V.Vijayalakshmi, Professor, Department of Commerce (BME), Saveetha College of Liberal Arts and Sciences, SIMATS, Chennai, Tamil Nadu, India. Dr.Hariharan K.S, Associate Professor, Master of Business Administration, M.Kumarasamy College of Engineering, Karur, Tamil Nadu, India. Mr.Varun Kumar.T, Assistant Professor, Department of Commerce (SF), Fatima Mata National College (Autonomous), Kollam, Kerala, India. |
| breadth vs depth marketing: The Future of Marketing P. Kitchen, 2003-02-04 This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century. |
| breadth vs depth marketing: CIM Coursebook 06/07 Marketing Planning Karen Beamish, Ruth Ashford, 2007-07-11 Elsevier/Butterworth-Heinemann’s 2006-2007 Official CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually and independently reviewed. The only coursebooks recomended by CIM include free online access to the MarketingOnline learning interface offering everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: *Annotate, customise and create personally tailored notes using the electronic version of the Coursebook *Search the Coursebook online for easy access to definitions and key concepts *Access the glossary for a comprehensive list of marketing terms and their meanings |
| breadth vs depth marketing: CIM Coursebook 07/08 Marketing Planning Karen Beamish, Ruth Ashford, 2012-06-14 BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing Planning strategies. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time. |
| breadth vs depth marketing: Advanced Digital Marketing Strategies in a Data-Driven Era Saura, Jose Ramon, 2021-06-25 In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field. |
| breadth vs depth marketing: CIM Coursebook 03/04 Marketing Planning Karen Beamish, 2012-10-02 Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts |
| breadth vs depth marketing: CIM Coursebook 05/06 Marketing Planning Karen Beamish, 2007-07-11 Elsevier/Butterworth-Heinemann’s 2005-2006 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year’s CIM marketing course. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: Annotate, customise and create personally tailored notes using the electronic version of the Coursebook Receive regular tutorials on key topics from Marketing Knowledge Search the Coursebook online for easy access to definitions and key concepts Access the glossary for a comprehensive list of marketing terms and their meanings |
| breadth vs depth marketing: No B.S. Guide to Successful Marketing Automation Dan S. Kennedy, Parthiv Shah, 2024-10-15 Dan Kennedy and Parthiv Shah leverage their extensive marketing expertise to teach you proven, no-nonsense strategies for achieving successful marketing automation. This exceptional addition to the No B.S. series is essential for anyone aiming to harness software and cutting-edge technology to elevate their marketing efforts. In this book, you will discover: Effortless Marketing: Explore how software and technological advancements empower your marketing initiatives to operate autonomously. Expand Your Reach: Utilize campaign automation to broaden your audience and, as a result, boost your revenue. Unlock the Power of AI: Learn how the emergence of artificial intelligence can revolutionize your business, positioning it for remarkable growth. |
| breadth vs depth marketing: New Challenges to International Marketing Tamer Cavusgil, Rudolf R. Sinkovics, Pervez N. Ghauri, 2009-02-20 Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial firms, and outsourcing and offshoring. |
| breadth vs depth marketing: Hawks, Seagulls, and Mice Tim J. Smith, 2006-04 Hawks, Seagulls, & Mice is an eye-opening resource for executives, entrepreneurs, venture capitalist, and everyone else involved in sales and marketing in business markets. It presents business-tested conceptual and quantitative models for driving performance in creating customers and capturing profits in plain-spoken terms and supported by numerous case studies and examples. Explore business markets from the following perspectives: Strategic growth patterns Sales and marketing organization design Sales and marketing activity management Customer buying process Psychological and business value communication Sales and marketing performance audits ¿Finally! Someone has shifted the old B2B paradigm of sales and marketing and provided some dynamic, new, easy-to-use, quantitative models for integrating the two around business goals.¿ Gordon Hochhalter, Partner, Creativitystrategyconnectivity, Mobium Creative Group fills two major gaps in the marketing book universe¿marketing in business-to-business markets and the integration of sales and marketing functions. Smith addresses these gaps in a systematic and comprehensive manner. A solid effort.¿ Puneet Manchanda, Associate Professor of Marketing, University of Chicago Graduate Schools of Business ¿Smith¿s¿Hawks, Seagulls, & Mice is a just-in-time work, immediately needed by many and useful to all those businesses that wish to grow their revenues in today¿s dynamic and exceedingly complex competitive marketplace.¿ Green R. Miller, PhD, Professor of Economics, Morehead State University A comprehensive understanding of business markets conveyed through abstract, mostly impenetrable prose. Smith, an adjunct professor of marketing at DePaul University and chief editor of the Wiglaf Journal, demonstrates considerable insight about business systems. He reviews various strategies for business growth, examining marketing theory, organizational structure, models of communication between businesses and the integration of sales and marketing. which help simplify abstract concepts. Equally welcome are the few included case studies. Smith's analyses will not appeal to casual readers, but the text has a place in the marketing classroom. Knowledgeable and authoritative. -Kirkus Discoveries |
| breadth vs depth marketing: How to Develop a Strategic Marketing Plan Norton Paley, 1999-12-22 Two-thirds of rapid-growth firms use written business plans, according to Price, Waterhouse, Coopers 1998 Trendsetter Barometer. The survey also states that firms with written plans grow faster, achieve a higher proportion of revenues from new products and services, and enable CEOs to manage more critical business functions. How to Develop a Strategic Marketing Plan is both innovative and pragmatic in its approach. It explains how to combine the strategic vision of long-term business planning with the action-oriented thrust of a short-term marketing plan. Planning forms and guidelines for customizing your own Strategic Market Plan (SMP) are available for download from the CRC Press website. Just go to the download tab located with the book's description. Actual case histories - from companies such as Campbell Soup, Co., Texas Instruments, Inc., and Quaker State Corp. - illustrate how business-building opportunities translate into strategies and tactics. They demonstrate the compelling relationship between internal organizational functions and external market conditions, the long- and short-term strategic marketing issues and the advantages of developing an SMP. Strategic market planning shapes the future of business. In its broadest dimension it sets in motion actions that impact long term prosperity. How to Develop a Strategic Marketing Plan gives you the tools to generate a credible strategic marketing plan so your organization can survive in the 21st century. |
| breadth vs depth marketing: How to Market Computers and Office Systems Merlin Stone, Hamish MacArthur, Hamish E. Macarthur, 1984-06-18 |
| breadth vs depth marketing: World Scientific Reference On Innovation, The (In 4 Volumes) , 2018-03-20 This multi-volume set covers a wide range of topics on innovation, which are all of great interest to academics, policymakers, university administrators, state and regional economic development officials, and students. Two unique features of the volume are the large body of global evidence on innovation presented and its consideration of the following timely and important topics in innovation: cybersecurity, open innovation, the globalization of R&D, and university technology transfer. Innovation is a topic of great importance in many fields in business administration, such as management, strategy, operations management, finance, marketing, and accounting, as well as in numerous social science disciplines, including economics, sociology, political science, and psychology. This volume fully reflects such interdisciplinary approaches.Volume 1 provides extensive global evidence on university technology transfer and innovation partnerships. Volume 2 is focused on the managerial and public policy implications of the globalization of R&D. Volume 3 presents start-of-the-art theoretical and empirical evidence on open innovation. Volume 4 is a comprehensive analysis of cybersecurity. This set is essential reading for those who wish to have a comprehensive understanding of the antecedents and consequences of innovation. |
| breadth vs depth marketing: International Marketing Daniel W. Baack, Eric G. Harris, Donald Baack, 2012-02-09 International Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. Daniel W. Baack, Eric Harris, and Donald Baack identify five key factors that impact any international marketing venture—culture, language, political/legal systems, economic systems, and technological/operational differences—and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and bottom of the pyramid concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook. |
| breadth vs depth marketing: Strategic Marketing Planning Colin Gilligan, Richard M.S. Wilson, 2012-05-23 Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include: * Emarketing, strategic thinking and competitive advantage * The significance of vision and how this needs to drive the planning process * Hypercompetition and the erosion of competitive advantage * The growth and status of relationship marketing * Each chapter contains a series of expanded illustrations |
| breadth vs depth marketing: Strategic Marketing Management Richard M.S. Wilson, Colin Gilligan, 2012-08-06 This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages: * Where are we now? - Strategic and marketing analysis * Where do we want to be? - Strategic direction and strategy formulation * How might we get there? - Strategic choice * Which way is best? - Strategic evaluation * How can we ensure arrival? - Strategic implementation and control This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering: * The changing role of marketing * Approaches to analysing marketing capability * E-marketing * Branding * Customer relationship management * Relationship management myopia * The decline of loyalty The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma. |
| breadth vs depth marketing: Market Management and Project Business Development Hedley Smyth, 2014-09-25 Market Management and Project Business Development is a guide to the theory of marketing and selling projects in business, demonstrating how to secure and deliver value, and improve performance in profitable ways. By providing a set of key principles and guidelines to business-to-business (B2B) marketing, construction project management expert Hedley Smyth demonstrates how to use marketing and business development principles to maximise the value of a project. The book takes a step-by-step approach by dealing with each stage in a project’s lifecycle in turn, covering a range of approaches including the marketing mix, relationship marketing and its project marketing variant, entrepreneurial marketing and the service-dominant logic. This book is valuable reading for all students and specialists in project management, as well as project managers in business, management, the built environment, or indeed any industry. |
| breadth vs depth marketing: Essentials of Health Care Marketing Eric N. Berkowitz, 2004 Marketing Management for Health Services, Health Care Marketing, Marketing in Health Care Environments |
| breadth vs depth marketing: Strategic Marketing Management, 9th Edition Chernev, Alexander, 2018-01-01 |
| breadth vs depth marketing: Business Policy and Strategy WIlliam H. Tomlinson, Robert G. Murdick, R. Carl Moor, 2000-07-31 Now in its sixth edition, Business Policy and Strategy: An Action Guide, Sixth Edition provides students with an analysis of how basic functions - such as marketing, finance, production, operations, R & D, and human resources are coordinated to develop business policy. The authors demonstrate the how-tos of formulating, implementing, and evaluating corporate strategy. Students will understand strategic management - its decision-making processes, interface with environmental change, formulation of strategic alternatives, executive decision making, and built-in synergy. The importance of business policy and strategy has surged to the forefront of the business world. Internationalization of business, deregulation, mergers, acquisitions, strategic alliances, and international joint ventures - coupled with a new emphasis on shareholder value - contribute to a feeling of uncertainty in the global marketplace. On top of this, the constantly changing e-commerce environment makes strategic planning even more essential. Students need to know how to function in this business environment. The authors provide a concise review of basic and alternative policies in strategy formulation. They use a case study of business situations that give students a powerful tool and efficient tool for mastering strategy development. The book blends practicality and realism - based on the authors' years of experience in corporate industry and management development - with advances in theory. The definitive supplementary text, Business Policy and Strategy: An Action Guide, Sixth Edition captures the business curriculum in one action packed volume. |
| breadth vs depth marketing: CIM Coursebook 05/06 Marketing Management in Practice John Williams, 2007-07-11 Elsevier/Butterworth-Heinemann’s 2005-2006 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year’s CIM marketing course. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: Annotate, customise and create personally tailored notes using the electronic version of the Coursebook Receive regular tutorials on key topics from Marketing Knowledge Search the Coursebook online for easy access to definitions and key concepts Access the glossary for a comprehensive list of marketing terms and their meanings |
| breadth vs depth marketing: Entrepreneurial Marketing Edwin J. Nijssen, 2017-04-27 How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. Classic core marketing concepts, such as segmentation, positioning and the marketing mix undergo an ‘extreme makeover’ in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting edge innovations (including links to websites and videos on the Internet), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing: An Effectual Approach provides a vital guide to successfully developing customer demand and a market for innovative new products. This second edition has been thoroughly expanded with: a one-page marketing plan which now focuses on the three entrepreneurial challenges that can be easily adapted; coverage of the customer development process; and updated references and new examples. This book provides students and entrepreneurs with the fundamental tools to succeed in marketing. |
| breadth vs depth marketing: Marketing Paul Baines, Chris Fill, Kelly Page, 2011 What is it that excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Determining how to use social networking sites to successfully market a product? Marketing, Second Edition, presents marketing examples and issues from exciting real-life situations. Packed full of case studies from international organizations including Innocent, Orange, HMV, and Oxfam, it enables students to see first hand what top marketers actually do and how they tackle the decisions they have to make. The text also discusses the theory that supports those skills vital to marketing success across all areas of society, from dealing with skeptical consumers, selling products to the government, and deciding which pricing approach to adopt to the ethical implications of marketing to children and the best ways to use social networking sites in marketing efforts. Employing a lively writing style, the authors encourage students to explore beyond classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further. |
| breadth vs depth marketing: Marketing for Cultural Organizations Bonita M. Kolb, 2013-07-18 Marketing for Cultural Organizations presents traditional marketing theory with a focus on the aspects most relevant to arts or cultural organizations. The book explains how to overcome the division between the concepts of high art and popular culture by targeting the new tech savvy cultural consumer. As arts patronage has declined, and given new technological advances, arts organizations have had to adapt to a new environment and compete for an audience. This edition emphasizes visitor or audience participation, as well as the use of social media in attracting and maintaining an audience. Learning to harness social media and technology in order to encourage a dialogue with its audience is of primary importance for arts organizations. This book covers: - Cost effective methods of researching the audience using technology - Developing a consistent, branded online message - Using social media to increase audience engagement, and involve them in the creative process With an approach that is jargon-free and focused on practical application, this book is designed for both undergraduate and graduate students of arts marketing and cultural management. |
| breadth vs depth marketing: Marketing and Healthcare Organizations Colin Gilligan, Robin Lowe, 2018-04-19 The need for a more conscious, focused and proactive approach to the management of health-care organizations has increased substantially. One consequence of this is that health-care managers are having to look at managerial approaches and techniques that previously were the province of the private sector. Prominent among those is the whole area of marketing. This work takes a broad approach to the marketing process, highlighting some of the challenges that health-care managers and medical professionals are having to face. Having done this, the authors move on to examine some of the characteristics of good and bad management practice. It is against this background that, in subsequent chapters, they turn their attention to the question of marketing and how it might best contribute to the management of organizations throughout the health sector. Each chapter includes questions and checklists offering scope for applying marketing principles to primary and secondary health-care organizations of all types, sizes and specialities. |
| breadth vs depth marketing: Handbook of Marketing Barton A Weitz, Robin Wensley, 2006-08-11 The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change. |
| breadth vs depth marketing: Behavioral Marketing: Concepts and Applications , 2024-10-26 Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com |
| breadth vs depth marketing: The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World Colin L. Campbell, 2017-01-11 This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| breadth vs depth marketing: Film & Video Marketing Michael Wiese, 1989 In the highly competitive film and video markets, conceiving an idea worthy of production is half the battle. This insider's book shares industry techniques one can use to sell investors, exhibitors, distributors, home video suppliers, wholesalers, retailers, and the buying public. Lightning Print on Demand Title |
| breadth vs depth marketing: Essentials of Health Care Marketing, Fourth Edition Eric N. Berkowitz, 2016-08-15 New Fifth Edition of Essentials of Health Care Marketing coming in March 2021. Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. |
| breadth vs depth marketing: Quantitative Marketing and Marketing Management Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt, 2013-01-31 Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers – among them worldwide leading scholars – offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems. |
| breadth vs depth marketing: Marketing Philip Kotler, Suzan Burton, Kenneth Deans, Linen Brown, Gary Armstrong, 2015-05-20 The ultimate resource for marketing professionals Today’s marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career. |
| breadth vs depth marketing: The Handbook of Marketing Research Rajiv Grover, Marco Vriens, 2006-06-23 The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research. |
| breadth vs depth marketing: Marketing Fundamentals 2007-2008 Geoff Lancaster, Frank Withey, 2007 BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing Environemnt strategies. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time. *Written specially for the Marketing Environment module by the Senior Examiners * The only coursebook fully endorsed by CIM * Crammed with a range of learning objectives, cases, questions and activities to test your understanding of the theory |
| breadth vs depth marketing: Value-based Marketing Peter Doyle, 2009-08-27 This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché – INSEAD Veronica Wong – Aston Business School John Quelch – Harvard Business School Susan Hart – Strathclyde Graduate Business School (SGBS) Michael Baker – Emeritus Professor SGBS Tim Ambler – London Business School Tony Cram – Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age |
| breadth vs depth marketing: Creating Customer Value Through Strategic Marketing Planning Edwin J. Nijssen, Ruud T. Frambach, 2013-11-11 Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place. Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools. The structure of the book guides the reader through the process of writing a strategic marketing plan. Suggestions for using the tools help to apply them successfully. This book helps students of marketing strategy to understand strategic marketing planning at work and how to use specific tools. Furthermore, it provides managers with a practical framework and guidelines for making the necessary choices to create and sustain competitive advantage for their organizations. |
| breadth vs depth marketing: Marketing Management Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman, Torben Hansen, 2019-07-12 The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject. |
| breadth vs depth marketing: Marketing for Entrepreneurs Frederick G. Crane, 2021-08-29 Marketing for Entrepreneurs provides students with practical insights, strategies, and tips on how to apply marketing concepts to increase the chances of new venture success. Author Frederick G. Crane focuses on how readers can use marketing to find the right opportunity, develop valuable new products and services, and create memorable brands. He walks students through teach phase of the marketing process. Packed with help tips and profiles of successful entrepreneurs, this practical text includes the tools readers need to launch and sustain successful ventures. The new Third Edition includes a new chapter on social media marketing, new examples and profiles, and new coverage of timely topics such as user experience research, data analytics, MVPs, surge pricing, and just-in-time inventory. |
BREADTH Definition & Meaning - Merriam-Webster
The meaning of BREADTH is distance from side to side : width. How to use breadth in a sentence.
BREADTH | English meaning - Cambridge Dictionary
BREADTH definition: 1. the distance from one side to another: 2. the fact of including many different things…. Learn more.
BREADTH Definition & Meaning | Dictionary.com
Breadth definition: the measure of the second largest dimension of a plane or solid figure; width.. See examples of BREADTH used in a sentence.
breadth noun - Definition, pictures, pronunciation and usage …
Definition of breadth noun in Oxford Advanced Learner's Dictionary. Meaning, pronunciation, picture, example sentences, grammar, usage notes, synonyms and more.
Breadth Definition & Meaning - YourDictionary
Extent or scope, esp. when broad or ample. A true breadth of learning. Tolerance; broadmindedness. A jurist of great breadth and wisdom. An effect of unity and inclusiveness …
breadth | meaning of breadth in Longman Dictionary of …
breadth meaning, definition, what is breadth: the distance from one side of something ...: Learn more.
Breadth - Definition, Meaning & Synonyms - Vocabulary.com
Breadth often refers to a physical measurement, but it can also be used to describe comprehensiveness or largeness of any kind, such as breadth of knowledge or breadth of …
BREADTH | definition in the Cambridge English Dictionary
BREADTH meaning: 1. the distance from one side to another: 2. the fact of including many different things…. Learn more.
How to Use Breath vs. breadth (vs. width) Correctly - GRAMMARIST
Breath is the air you breathe in and out your lungs. That one is easy. Breadth is a synonym of width (hence the expression hair’s breadth, meaning a very short width), but there are two …
BREADTH definition in American English - Collins Online Dictionary
The breadth of something is its quality of consisting of or involving many different things. Older people have a tremendous breadth of experience. Synonyms: extent , area , reach , range …
BREADTH Definition & Meaning - Merriam-Webster
The meaning of BREADTH is distance from side to side : width. How to use breadth in a sentence.
BREADTH | English meaning - Cambridge Dictionary
BREADTH definition: 1. the distance from one side to another: 2. the fact of including many different things…. Learn more.
BREADTH Definition & Meaning | Dictionary.com
Breadth definition: the measure of the second largest dimension of a plane or solid figure; width.. See examples of BREADTH used in a sentence.
breadth noun - Definition, pictures, pronunciation and usage notes ...
Definition of breadth noun in Oxford Advanced Learner's Dictionary. Meaning, pronunciation, picture, example sentences, grammar, usage notes, synonyms and more.
Breadth Definition & Meaning - YourDictionary
Extent or scope, esp. when broad or ample. A true breadth of learning. Tolerance; broadmindedness. A jurist of great breadth and wisdom. An effect of unity and inclusiveness …
breadth | meaning of breadth in Longman Dictionary of …
breadth meaning, definition, what is breadth: the distance from one side of something ...: Learn more.
Breadth - Definition, Meaning & Synonyms - Vocabulary.com
Breadth often refers to a physical measurement, but it can also be used to describe comprehensiveness or largeness of any kind, such as breadth of knowledge or breadth of …
BREADTH | definition in the Cambridge English Dictionary
BREADTH meaning: 1. the distance from one side to another: 2. the fact of including many different things…. Learn more.
How to Use Breath vs. breadth (vs. width) Correctly - GRAMMARIST
Breath is the air you breathe in and out your lungs. That one is easy. Breadth is a synonym of width (hence the expression hair’s breadth, meaning a very short width), but there are two …
BREADTH definition in American English - Collins Online Dictionary
The breadth of something is its quality of consisting of or involving many different things. Older people have a tremendous breadth of experience. Synonyms: extent , area , reach , range …
