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CONTEMPORARY MARKETING 2006 by Boone and Kurtz has proven to be the premier principles of marketing text and package since the firstedition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologicallyadvanced, student friendly, instructor supported text available. This value-priced paperback text continues to provide the most currentand up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerillamarketing, customer relationship management, and much more.
CONTEMPORARY MARKETING 2006 by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. This value-priced paperback text continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.
The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.
Professional service firms differ from other business enterprises in two distinct ways: first they provide highly customised services thus cannot apply many of the management principles developed for product-based industries. Second, professional services are highly personalised, involving the skills of individuals. Such firms must therefore compete not only for clients but also for talented professionals. Drawing on more than ten years of research and consulting to these unique and creative companies, David Maister explores issues ranging from marketing and business development to multinational strategies, human resources policies to profit improvement, strategic planning to effective leadership. While these issues can be complex, Maister simplifies them by recognising that 'every professional service firm in the world, regardless of size, specific profession, or country of operation, has the same mission statement: outstanding service to clients, satisfying careers for its people and financial success for its owners.'
The book is meant as a fresh breath of air reflecting the unchaining of Indian economy post-1990s, globalization of culture, competition posed by foreign companies and brands, choking up of distribution channels, and aggressive marketing strategies of extremely customer focused and market-research savvy new entrants.Background Notes: What and Why of Case Method of Teaching - The Finance of Marketing· A Prelude to Marketing Conceptual Framework(CF), One Case· Marketing Environment CF, One Case· Consumer Behavior, CF, Two Cases· Segmentation, Targeting and Positioning CF, One Case· Marketing Research CF, One Case· Product CF, Two Cases· Brand Management CF, Two Cases· Sales Management CF, Two Cases· Distribution CF, Three Cases· Market Strategy CF, Two Cases· Price CF, Two Cases· Promotion CF, Two Cases· Services Marketing CF, One Case· International Marketing CF, Two Cases· Advertising & Communication CF, Two Cases· B2B Marketing CF, One Case· Internet Marketing CF, One Case· Supply Chain Management CF, One Case· Rural Marketing CF, One Case· Retailing CF, One Case
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.
Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....