The purpose of this study was to gain insight into the marketing manager’s familiarity with and use of relationship marketing. By testing the hypotheses, this study was able to identify marketing managers’ familiarity with relationship marketing, marketing managers’ understanding of the best definition for relationship marketing, and how the marketing manager’s knowledge of marketing technology has an impact on the use of relationship marketing.
The present research study being undertaken during the year 2012-13 in Wokha district of Nagaland for the assessment of production and marketing of banana. The present study comprises of 60 sample farmers, following the multi stage stratified random sampling technique. Channel I was the most effective for marginal and small group of farmer and Channel II was the most effective for medium group of farmer. The per hectare marketed surplus was highest for the medium group, the amount being 114.31 q followed by 112.52 q, 110.85 q for small and marginal group of farmer respectively. The highest marketing cost was in channel II, the amount being Rs 92.19/-. The marketing cost for Channel I was Rs 66.74/-. The marketing margin earned by the fruit vendor was Rs 142.94/- per quintal. In the present study, two marketing channels of banana in Wokha district of Nagaland The average family size of banana growers in the study area was found to be 6.31. In the present study an attempt was also made to study the problems faced by the farmer in production and marketing of banana in the study area. Pest and disease problem was the most felt by the respondent.
The overall aim of my research will provide a reader with the basic knowledge of the international marketing as well as empirical knowledge of marketing strategies for market entry of Skoda Auto Group to the Vietnamese market. The most import goal of study will develop marketing strategies for the market entry of Skoda Auto Group. Furthermore, through the study, the author will define whether the automotive industry of Vietnam will be profitable or attractive for Skoda Auto Group or not.
Viral marketing is only effective as it encourages individuals to forward the message. This study explores the motivations of Facebook biggest user group to participate in viral marketing. It was the first that investigated the motivations of young Facebook user to participate in viral marketing by using the Like- and Share- Button. This study accommodates various theories on consumer behavior in order to explain consumer motivations to forward viral content. It addresses social, attitudinal, resource-based, consumption-based and personal conditions.
Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric marketing to drive growth. The authors explain what world-class marketing means in practice and reveal the power of strategic marketing as a dynamic propeller of growth. Each chapter includes a summary, a separate in-depth case study, a range of illustrative real-life examples and some practical tools based on the work of leading practitioners in this pioneering field, as well as relevant diagrams and pictures.
This book is dedicated to the Social Media Marketing and Marketing Communication Strategies on Instagram. The work starts with exploring relevance of the topic and the role of Social Networks, Instagram in particular, in Marketing. This work also studies the views on Marketing Communication strategies in existing literature and aggregates an overview of guidelines on successful Marketing Communication on Instagram. Furthermore, this book investigates several cases of implementing Instagram into Marketing Communication Strategies of companies from fashion industry. Based on the case study analysis, a list of recommendations and guidelines for successful Marketing Communication campaigns is formulated. This book can be of interest for companies looking for ways to improve their Social Media Communications, researchers and students working on the topics of Social Media Marketing and Marketing Communications with the focus on Instagram, as well as everyone interested in the research topic and eager to expand their knowledge of Instagram Marketing Communications.
What defines an industry as 'creative'? How do you create customer value through the experience of creativity?Marketing in Creative Industries addresses the specific challenges of marketing in the creative industries, whilst applying marketing theory to a wide range of international examples. It combines a comprehensive and innovative perspective on customer value theory with practical marketing strategies and detailed case studies. Based around the concept of customer value, it will provide you with the analytical and decisional tools necessary to succeed in creative industries.Key features:• A range of detailed international case studies throughout• Offers a unique perspective on marketing in the creative industriesOffering invaluable insight into creative and cultural industry marketing, this is an ideal textbook for undergraduate and postgraduate marketing students.
Marketing: Theory, Evidence, Practice tells the story of marketing, its theories, concepts and real life applications, while providing a realistic overview of the marketing world. It demonstrates the practical application of marketing skills, illustrated by case studies and practitioner profiles, and gives students industry insight that will support them in their careers.
The work is basically on the usage of internet marketing in the hospitality sector. The work examines how the use of internet marketing can enhance business profitability and how a moderating variable (experience) can affect the relationship between internet marketing usage and business profitability.Business profitability was measured using four variables which are sales volume,profit margin,operating cost and return on equity. The results of the study shows that internet marketing usage affects the level of sales volume, profit margin and return on equity. The usage of internet marketing in the hospitality sector is influenced by factors such as level of star grading, managerial support,technological competence and existence of alliances. Experience in using internet marketing has a moderating effect on the relationship between internet marketing usage and business profitability.
Conscious Marketing teaches you how to bring a higher purpose to marketing your business that can benefit customers, employees, investors, suppliers and the community. Through innovative principles and in??“depth case studies, this book shows you how to t
Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to build their theoretical understanding of marketing into skilful practice.
Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics. Offers comparative analyses of campaigns from country to country Covers topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more Draws on a variety of international case studies including the campaigns of Barack Obama and Nicolas Sarkozy Analyses the impact of digital media and 24/7 news cycle on campaign conduct
Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing—including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization—and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secrets to improving processes and becoming more 'revenue predictable'—things that benefit businesses in virtually any industry. Additionally, this book provides you with case studies that spotlight the successes and challenges experienced by other marketing pros, and offer up key lessons to assist you in sharing their triumphs and avoiding their pitfalls. Behavioral marketing, a term first coined in 2008, has become increasingly important as digital marketing tactics have becoming increasingly popular. This particular facet of marketing focuses on responding to the actions, clicks, and behaviors of both current and prospective customers—and allows you to use this data to adapt your marketing efforts to customer preferences. The results of this dynamic marketing approach are often a more predictable revenue stream and a more efficient marketing department, both of which any business would welcome! Understand the key principles of behavioral marketing Create a more 'revenue predictable' business environment Examine case studies across multiple industries Discover how to achieve revenue growth and process efficiencies with the right behavioral marketing tactics Behavioral Marketing is a unique resource that brings value and insight to all marketing professionals using digital marketing tactics.
Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions – and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors, including banks, insurance companies, investment trusts and stock exchanges.This second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment.Key features:• Logical structure and improved pedagogy, including new vignettes and detailed case studies• An experienced and established author team gives expert advice• International coverage shows you the big picture• Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercises
A proven approach to revenue-generating marketing and client development Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry. The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional Services Will be widely promoted via multiple online routes and direct mail marketing Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.
Marketing is shrouded in arcane mystery and buzzwords. It frightens many and bewilders others. Yet every business, from the hand-car-wash by the side of the road, to the world's most famous brands, engage in marketing every single day. This is an essential, reliable, speedy and up to date guide to the most robust and important concepts in marketing. This book shows you how to understand and do marketing without having to study a degree or a diploma in it. Along the way it shows you what has been learned about marketing over the centuries, what experts can teach us that we can use ourselves, how marketing has changed in our new ‘digital' world, and how to avoid classic mistakes. In short, this is all you need to know about marketing. Introduction – Marketing: the world's second oldest business activity Chapter 1 – The Product. Chapter 2 – The Marketing Strategy and the Marketing Plan Chapter 3 – Your Customers. Chapter 4 – Pricing and Promotion Chapter 5 – Placement or Distribution. Chapter 6 – Customer Engagement Chapter 7 – Branding Chapter 8 – Social Media and Digital Marketing
Case Study Research: Principles and Practices provides a general understanding of the case study method as well as specific tools for its successful implementation. These tools are applicable in a variety of fields including anthropology, business and management, communications, economics, education, medicine, political science, psychology, social work, and sociology. Topics include: a survey of case study approaches; a methodologically tractable definition of 'case study'; strategies for case selection, including random sampling and other algorithmic approaches; quantitative and qualitative modes of case study analysis; and problems of internal and external validity. The second edition of this core textbook is designed to be accessible to readers who are new to the subject and is thoroughly revised and updated, incorporating recent research and numerous up-to-date studies.
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters
A book which covers two different facet of business management concept of consumer behaviour as well as marketing planning in mobile telecommucation. A work which is a perfect example of empirical research. In this book basics of consumer behaviour and marketing planning have been elaborated. This book is an attempt to ascertain the linkage between consumer behaviour and marketing planning. This research work is in the field of mobile telecommunication system in uttar pradesh (a state in North India). Data have been both primary and secondary in nature. Six mobile service providers were considered. 450 subscribers, 50 dealers and 50 marketing staff were questioned during the study. This book will certainly facilitate the researcher in conducting consumer research in different areas of marketing.
This study investigated the effects of handling on animal welfare during transport, marketing and physical activity. During the analysis model developed to describe the heart rate performances, the speed, road conditions, standing orientation of animals and the blood parameters had showed effect on the welfare of animals. The overall conclusion from the study, based on transport conditions, heart rate and vibration levels, behaviour of animals and stress hormones indicated that handling and transport had an effect on animal welfare.
The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.
This Second Edition of Fundamentals of Sport Marketing covers the theories fundamentals and practical applications of marketing to sport business. Like no other book in the field Fundamentals of Sport Marketing introduces students to the diversity of sport business -- not merely professional and collegiate sport but sport marketing research companies sponsorship management companies sport goods manufacturers and retailers sports television companies web sport enterprise and sport tourism companies. Since the first edition was published students working in the industry report that they continue to use it and follow it as a handbook. The updated revised and expanded chapters in the 2nd Edition include new content case studies and material on the innovations in the sport marketing industry such as marketing via the Internet alternative sports and the global sport marketplace.
The present study being undertaken during the agricultural year 2014-2015 in Jaipur district of Rajasthan for the assessment of production and marketing of rapeseed and mustard crop, as the study comprises of 75 numbers of sample respondents by following multi-stage stratified random sampling method based on the land holding, as the average family size was 6.01, out of that 24.39 per cent was illiterate, also the workers constituted 44.12 per cent of total population, whereas the average size of holding was 3.46 ha. The overall per hectare total cost of rapeseed and mustard was Rs 16,794.96/- per ha with an average yield of 1,009.40 kg / ha. As the gross income was Rs 36,700.00/- per ha with an average net return of Rs 20,380.90/- per ha. While the overall benefit-cost ratio was 2.18: 1, two marketing channels were identified for the marketing of rapeseed and mustard crop viz; Channel I: Producer-Consumer and Channel II: Producer-Retailer-Consumer. The Producer’s share in consumer’s rupees was found highest on channel I. An attempt has been made to study the constraints faced by the growers during production and marketing.
This book was based on the premise that social media marketing has come with a force; changing almost everything about how marketing is done within a contemporary society. It takes a focus on what it offers in form of an array of opportunities organisations can benefit from; but also around the idea that organisations are able to join and have a conversation with several amount of their customers on a daily basis. Therefore this piece of work is an exploratory research on social media marketing, its functions and best practices.
The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by cut-throat competition, client mistrust, transformative technologies, and ever-changing regulation, to understand the practical steps they must take to turn these threats into opportunities. Providing invaluable information on how to target, win, and retain profitable customers, the book presents an overview of the basic marketing functions—segmentation, positioning, brand building, situational analyses, and tactical planning—as they relate specifically to the financial services industry. With up-to-date case studies, showing what has worked and, more tellingly, what hasn't, the book demonstrates how to effectively utilize the marketer's toolbox—from advertising and public relations to social media and mobile marketing. Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales Packed with new information on landing pages, email success factors, and smartphone apps Demonstrates how behavioral economics affect marketing strategy Case studies and charts are fully revised and updated The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity without straining budgets. The first edition has become an industry-standard reference book and The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.
Today, city marketing has become a widely accepted phenomenon in contemporary urban development. The practice of city marketing has evolved in response to increased inter-city competition for elites, residents, tourists, investors, entrepreneurs and the like. The concept is based on the perception of a city as a commercial product which can be sold and bought as any other commodity. Cities employ marketing techniques in order to turn their urban image, historical past, cultural heritage, unique lifestyle and atmosphere into easily recognizable brands worldwide. This study focuses on the field of city marketing and city branding and explores in-depth pertinent policies and strategies pursued by the City of Vienna in this respect. The book should be especially useful for place marketing professionals, or anyone else interested in destination branding and current trends in urban development.
The aim of this work is to investigate the importance of marketing in the football business. In order to accomplish the task the study mainly concentrated its research efforts on customers (fans), to find out whether or not customers are satisfied, and whether they would therefore stay loyal to their clubs for a long time. Additionally, the paper is concerned with the product life cycle of football and the role of marketing in its extension.
This book focuses on the impact of Agricultural Marketing System on the reduction of household's income poverty to the rural poor in Tanzania. The study is relevant as the country experiencing inefficient marketing, poor infrastructure and inefficient financial systems. The deteriorating performance of agricultural marketing, the government of Tanzania was working out different ways to remedy the situation. Despite of all these efforts of the government in addressing agricultural marketing constraints in Tanzania to the rural householders in order to increase food security and their incomes, these book shows how government can collaborate with different stakeholders in improving the situation.
Sports sponsoring has become one of the most used marketing tools for corporations. Due to branch exclusivity clauses and limited high profile sponsor opportunities, a practice named ambush marketing emerged. Ambush marketing refers to the non-sponsor’s attempt to create a connection with an event to benefit from its media attention and image. As a result, official sponsors and market researchers are trying to find an effective remedy to diminish the effects of ambush marketing. This study explores the effects of humorous and educational anti ambush campaigns as well as the influence of the communicator of these messages, to determine which approach is most effective in reducing the effects of ambush advertisement, while improving the brand image of the official sponsor.