by
Malhotra, Naresh K., editor.
Call Number
658.8
Publication Date
2016
Summary
This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society. Reviews have been written for impact on marketing thought and clearly articulate the significance, and present critical perspectives and integrated theories on marketing for sustainability. This special issue features contributions from several top scholars including former editors of top journals in marketing.
Format:
Electronic Resources
Relevance:
1.5597
by
Ravi Kumar, K. N. (Kotamraju Nirmal), 1969-
Call Number
338.1 23
Publication Date
2014
Format:
Electronic Resources
Relevance:
1.1891
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by
Armstrong, Gary (Gary M.)
Call Number
658.8 PRI
Publication Date
2012
Format:
Books
Relevance:
1.6529
by
Holgiun, Mario Mesa.
Call Number
658.8 23
Publication Date
2012
Format:
Electronic Resources
Relevance:
1.0211
by
Grapentine, Terry.
Call Number
658.802 23
Publication Date
2012
Summary
Marketing decisions often misfire when driven more by beliefs than by knowledge. This book guides readers on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The book is based on the fields of epistemology-- the study of how knowledge is created--and the philosophy of science--the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn't marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? Section 1 lays the groundwork for learning how to apply scientific reasoning to the field of marketing. It covers some basic and important definitions ("What is a belief?" "What is knowledge?"), identifies barriers to scientific reasoning, and gives an example from The Dow Chemical Company about how this manufacturer uses critical thinking and reasoning skills to make more effective marketing and business decisions. Section 2 presents the necessary "thinking tools" you will need to apply scientific reasoning to solving your marketing problems. It introduces topics relating to attributes versus constructs, the meaning of causation, the relationship between coherence and justified beliefs, the importance of logic to sound reasoning, and the avoidance of logical fallacies in making sound recommendations. The book's final section focuses on the role that theory development plays in helping marketers transform mere "beliefs" into "knowledge." Additionally, there is a separate chapter on brainstorming that presents ideas on how marketers can use their brain power to create potentially useful insights into factors influencing customer behavior. The book concludes by giving readers direction to further improve their ability to apply scientific reasoning to solve marketing problems.
Format:
Electronic Resources
Relevance:
1.5374
by
Aaker, David A.
Call Number
658.8 AAK
Publication Date
2011
Format:
Books
Relevance:
77632.2031
by
Bronson, Howard F., 1953-
Call Number
658.8 22
Publication Date
2011
Format:
Electronic Resources
Relevance:
1.5808
by
Kruger, Elizabeth Rush.
Call Number
658.8 22
Publication Date
2011
Summary
Research verifies that the 80/20 rule summarizes the stable relationship of inputs to outputs-- including the impact of customers on the profit of a business. According to this universal law, a business can predict that the most profitable 20% of its customers generates 80% of its profit from customers and that customers in this top market segment are 16 times more profitable than customers in the bottom market segment. Thus when a business replaces all customers in the bottom market segment with new customers in the top market segment, the business can expect to quadruple its profit from customers.
Format:
Electronic Resources
Relevance:
2.4424
by
Wong, Ho Yin.
Call Number
658.8 22
Publication Date
2011
Summary
"The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful"--Provided by publisher.
Format:
Electronic Resources
Relevance:
1.5402
by
Schnarch Kirberg, Alejandro.
Call Number
658.8 22
Publication Date
2010
Format:
Electronic Resources
Relevance:
1.3435
by
Aaker, David A.
Call Number
658.8 AAK
Publication Date
2008
Summary
"Significantly revised, with a wealth of new and updated material, "Strategic Market Management, 8th Edition" remains the most authoritative guide to creating business strategies that will be relevant and compelling to customers, sustainable even in face of competitive attack, and maximize the assets and competencies of your organization."--BACK COVER.
Format:
Books
Table of contents only http://www.loc.gov/catdir/toc/fy0805/2008274680.html
Relevance:
77632.1094
by
Kotler, Philip, 1931-
Call Number
658.8 PRI
Publication Date
2008
Format:
Books
Relevance:
1.6924
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