Marketing knowledge

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  • It is a pleasure to announce the establishment of the Foundation Series in Business Marketing. This book series fills a critical void in business-to-business marketing knowledge especially when no resources currently available address the needs of business marketing practitioners and academics looking for breadth and depth of coverage on various issues of research, practice, and education. Books published in this series will foster our understanding of business marketing phenomena and managerial practice around the globe.

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  • My 40-year career in marketing has produced some knowledge and even a little wisdom. Reflecting on the state of the discipline, it occurred to me that it is time to revisit the basic concepts of marketing. First, I listed the 80 concepts in marketing critical today and spent time mulling over their meanings and implications for sound business practice. My primary aim was to ascertain the best principles and practices for effective and innovative marketing. I found this journey to be filled with many surprises, yielding new insights and perspectives.......

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  • Policy makers (executives and government leaders), educators, and students alike have a basic obligation to take advantage of the opportunities to learn and transmit the knowledge of the world. International experiences are not luxuries.Without the comprehension of global issues, education is not complete. International marketing is not a subset or special case of domestic marketing. While a person should benefit from an observation of marketing in another culture, the greater benefit is derived from one’s better understanding of oneself in the process.

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  • The Essentials Series was created for busy business advisory and corporate professionals.The books in this series were designed so that these busy professionals can quickly acquire knowledge and skills in core business areas. Each book provides need-to-have fundamentals for those professionals who must:

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  • Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble.

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  • My 40-year career in marketing has produced some knowledge and even a little wisdom. Reflecting on the state of the discipline, it occurred to me that it is time to revisit the basic concepts of marketing. First, I listed the 80 concepts in marketing critical today and spent time mulling over their meanings and implications for sound business practice. My primary aim was to ascertain the best principles and practices for effective and innovative marketing. I found this journey to be filled with many surprises, yielding new insights and perspectives....

    pdf244p socolanong 19-04-2012 64 21   Download

  • Wickramasinghe and von Lubitz begin Chapter IX of this book with a quote from Michael Porter: The nations that will lead the world into the next century will be those that can shift from being industrial economies based upon the production of manufactured goods to those that possess the capacity to produce and utilize knowledge successfully.

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  • Projects have been in existence for thousands of years, dating back as far as Egyptian civilization and the construction of the pyramids. It is only recently that project management practices have evolved to the status of a discipline with proper methodology, tools, and techniques. Today, the need for efficient and effective management of projects within the organization comes about as a result of the increased competition in the marketplace.

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  • 3 A continuous dependent variable. In this chapter we review a few principles of econometric modeling, and illustrate these for the case of a continuous dependent variable. We assume basic knowledge of matrix algebra and of basic statistics and mathematics

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  • My 40-year career in marketing has produced some knowledge and even a little wisdom. Reflecting on the state of the discipline, it occurred to me that it is time to revisit the basic concepts of marketing. First, I listed the 80 concepts in marketing critical today and spent time mulling over their meanings and implications for sound business practice. My primary aim was to ascertain the best principles and practices for effective and innovative marketing. I found this journey to be filled with many surprises, yielding new insights and perspectives....

    pdf203p conrepcon 12-04-2012 50 13   Download

  • This important series makes a signi! cant contribution to the development of management thought. This ! eld has expanded dramatically in recent years and the series provides an invaluable forum for the publication of high quality work in management science, human resource management, organizational behaviour, marketing, management information systems, operations management, business ethics, strategic management and international management. The main emphasis of the series is on the development and application of new original ideas.

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  • Approved products on their own are not always enough for successful exporting. A good knowledge of the relevant standards and the special characteristics of the market for the application must be taken into account in addition to the approved products themselves. A check list may help to clarify important questions and take them into account at the quotation stage. After a system is completed, any special requirements that were not taken into account in the engineering stage may require a high level of cost and time for their implementation....

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  • For many marketers, mobile is the Holy Grail for Location Based Marketing. Location Based Marketing promises an unprecedented new way to connect with consumers and deliver highly relevant and targeted messages at a time and place when a consumer is most likely to act on them. The Mobile Marketing Association (MMA) has developed this whitepaper to educate the industry on Location Based Marketing, and to provide a general overview for mobile marketers seeking to understand the potential opportunities for Location Based Services1 (“LBS).

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  • Marketing research is used extensively by destination marketers to identify the types of customers that can be attracted (active demand), as well as the prospective visitors (suppressed demand) who do not visit for a variety of reasons (Athiyaman, 1997). Approaching the right target market and providing the most appropriate combination of local tourism products and services is the secret for successful destinations. Product design and formulation should therefore be based on research (Baker et al, 1994; Ritchie, 1996, Calantone and Mazanec, 1991;Hu and Ritchie,1993).

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  • In the economic research market transparency is the knowledge about goods, their prices and their allocation. Competitive market transparency requires a competitive market. Unfortunately, caused by heterogeneous and immovable real estate the land and real estate market isn’t a competitive market. Nevertheless, improvement of market transparency is a major goal of market research.

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  • Over the past few decades, research in …nancial economics has taken a high e¤ort to increase the understanding of the volatility patterns of stock market returns. Indeed, good knowledge of return volatility is crucial for portfolio choice, risk management and derivatives asset pricing. Perhaps the most robust empirical regularity of stock return volatility is volatility clustering. As …rst noted by Mandelbrot (1963) when referring to stock market returns, "large changes tend to be followed by large changes, of either sign, and small changes tend to be followed by small changes".

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  • All countries, and South Africa is no exception, face acute dilemmas in modernising their systems of upper secondary and further education and training. Faced with pressures from the fast changing world of work, this education sector has become characterized by political slogans stressing skill development, improved access and participation, and the accountability of providers through some form of market. On the other hand, the phenomenon of ‘academic drift’ reveals that students increasingly see their future as progressing to higher education.

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  • The authorities have also led some policy initiatives to encourage investors to adopt new references moving away from short-term indexation. For example, the main securities exchange (BM&F Bovespa) introduced reference rates for 3 and 6 months aiming at extending the reference rate for investors. In February 2012, the National Treasury undertook securities exchange operations with Extramercado Funds5 in order to adjust their portfolio. The investment policy of these funds has been adjusted such that they must be referenced to one of the Anbima Market Indices (IMA).

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  • Weblogs and message boards provide online forums for discussion that record the voice of the public. Woven into this mass of discussion is a wide range of opinion and commentary about consumer products. This presents an opportunity for companies to understand and respond to the consumer by analyzing this unsolicited feedback. Given the volume, format and content of the data, the appropriate approach to understand this data is to use large-scale web and text data mining technologies.

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  • Sentiment classification refers to the task of automatically identifying whether a given piece of text expresses positive or negative opinion towards a subject at hand. The proliferation of user-generated web content such as blogs, discussion forums and online review sites has made it possible to perform large-scale mining of public opinion. Sentiment modeling is thus becoming a critical component of market intelligence and social media technologies that aim to tap into the collective wisdom of crowds.

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