Marketing: Principles and Perspectives Loose Leaf

Marketing: Principles and Perspectives Loose Leaf

Автор:

Bearden et al. take a cutting edge approach to marketing. This text continues to be a leader in the coverage of the most recent marketing thought. In the first edition, our emphasis on integrated marketing communications (Part 7) and our separate chapter on direct marketing (chapter 21) were the best examples of this competitive advantage. In addition, for the second edition we have added a focus on customer loyalty and cross-functional teams, as well as full integration of the Internet. Bearden not only talks about what marketing is, but prepares the students to be marketers by involving them in interactive exercises which strengthen decision making skills.

A World of Chance: Betting on Religion, Games, Wall Street

A World of Chance: Betting on Religion, Games, Wall Street

Автор:

A World of Chance shows how some societies created more chances for their members than others and, as a result, prospered. The book looks at events through the prism of risk-taking, games of chance, futures, and financial markets, and how religion, politics, and finance interacted to bring about the situation societies find themselves in today.

О стратегии, маркетинге и консалтинге. Занимательно — для внимательных!

О стратегии, маркетинге и консалтинге. Занимательно — для внимательных!

Автор: И. Г. Альтшулер

Построенная на основе более чем двадцатилетнего авторского опыта ведения семинаров по стратегии и маркетингу, клиентоориентации и искусству переговоров, эта книга многогранна и многослойна, инструментальна и лирична. Ее хочется не только читать, но и перечитывать, цитировать. Книга откровенно парадоксальна — и тем интересна и полезна. Для тех, кто уже добился успехов, и тех, кто только собирается штурмовать вершины. Всех, кто пытается сформулировать ключевые для себя вопросы, которые, как известно, зачастую гораздо важнее ответов.

CIM Coursebook 01/02 Strategic Marketing Management: Planning and Control,

CIM Coursebook 01/02 Strategic Marketing Management: Planning and Control,

Автор:

CIM Coursebook 01/02 Strategic Marketing Management: Planning and Control,

The Usage of Private Retail SAles Portals by Malaysian Urban Consumers

The Usage of Private Retail SAles Portals by Malaysian Urban Consumers

Автор:

The purpose of this research is to explore the challenges and advantages affecting the usage of private retail sales portals by Malaysian urban consumers. Most of the previous studies have focused on the usage of private retail sales portals in non-Malaysian urban consumers’ perspectives. This study aims to bridge the gaps created by the lack of literature on the factors that contribute to the successful use of private retail sales portals by Malaysian urban consumers. The research problem is “How can Malaysian private retail sales portals be more efficiently and effectively used by Malaysian urban consumers?”

Strategy to Customer Loyalty: Building CSR & Service Quality

Strategy to Customer Loyalty: Building CSR & Service Quality

Автор:

In today’s business climate the only way to grow is to offer your customers more value than your competitors do. CSR activities and Service Quality work as a strategy and helps in accomplishing targeted goals. The aim of this book is to identify the impact of service quality and corporate social responsibility (CSR) into the customer satisfaction (mediator) and how much its affect on the customer loyalty. This book develops and integrates the above variables and empirically analyzed the conceptual framework which positively predicts that customer satisfaction partially mediates the relationship between Service Quality, CSR activities and Customer Loyalty.

Архетипические презентации культуры в рекламных мифах

Архетипические презентации культуры в рекламных мифах

Автор:

Представленная монография посвящена социокультурному и философскому анализу архетипической и мифологической сюжетики рекламных манипуляций в пространстве потребительского общества. В монографии представлена авторская классификация социокультурных моделей интерпретации и деформации мифа и архетипа в рекламных сценариях, а также разработаны методические рекомендации, адресованные потребительскому сообществу, которые позволят минимизировать зависимоть жизни человека от засилья рекламных технологий. Адресовано студентоам всех специальностей высших учебных заведений, преподавателям, а также читателям, интересующимся современными мифами как специфическими манипулятивными технологиями в рамках массовых коммуникаций.

Data Mining Techniques to Acquire New Customers

Data Mining Techniques to Acquire New Customers

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The aim of the book is to discuss the most widespread data mining techniques: logistic regression, decision tree and neural network, and to assess whether these techniques provide financial gains for private institutions that have active processes for business development. A company from the financial sector is used as a study subject, specifically in the processes of acquiring new customers for adhesion to consumer credit (in Brazil CC, or Credito Direto ao Consumidor). This survey will show the results of the three abovementioned techniques, to check whether the statistical models indicate relevant differences between the prospects? intentions to adhere to consumer credit. In the meantime, the techniques are checked to see whether they leverage financial gain. These gains are expected to come from better focused and directed marketing efforts. The paper presents the functioning of each technique theoretically, and as the results indicate, data mining is a great opportunity for a company to boost profits.

United States Trade Policy : A Work in Progress

United States Trade Policy : A Work in Progress

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Focusing on how the actual practice of international trade departs from theory, this timely and practical book introduces readers to the global economic environment from the point of view of U.S. trade policy and practices. The book also presents a fascinating account of how U.S. trade policy has evolved over the years.

Очерки истории российской рекламы

Очерки истории российской рекламы

Автор: Александр Игнатенко

Это первая книга из запланированной серии, посвященной рекламным и PR-кампаниям, проводимым в России в разные годы (XVIII-XXI веков) и нашедшим отражение в печатных СМИ. В первой книге рассматриваются рекламные и PR-кампании начала XIX и XX веков. Она построена по принципу отдельных очерков, каждый из которых посвящен отдельной рекламной или PR-кампании. Данное издание может представлять интерес для специалистов, работающих в области рекламы и СО, журналистов, историков, а также студентов, обучающихся по специальностям «Реклама и СО», «Журналистика», «История».