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Marketing Management Concepts and Tools: A Simple Introduction presents the fields key ideas and methods. Discover the basics, management goals, consumer-led marketing, strategy, segmentation, market dynamics, competitive strategy, brand creation, consumer behaviour, B2B, market research, innovation, services, internet, communication, advertising, distribution, pricing and the future of marketing.
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
"Integrated Marketing" boxes illustrate how companies apply principles.
An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.
This title presents an holistic view of CRM, arguing that its essence concerns basic business strategy - developing and maintaining long-term, mutually beneficial relationships with strategically significant customers - rather than the operational tools which achieve these aims.
Economics: A Simple Introduction offers an accessible guide to the principles and methods of economics, with calculations and over 25 diagrams to support the analysis. Understand the four dimensional nature of economics, and how its learning process differs from other subjects. Use data points, read graphs, and learn to create your own graphs and how to plot a trend curve. Evaluate the laws of diminishing marginal utility and diminishing returns exhibited by these trend curves, and assess the impact on consumers and producers. Turn curves into lines to find the relationship between two variables using an intercept and slope. Find the equilibrium outcome where all sides are balanced and understand its importance for consumers and producers. Examine the factors which facilitate or prevent an equilibrium outcome, and which may lead to a range of possible outcomes. Explore the impact of time as static analysis becomes dynamic analysis. Look into short-run shifts in demand or supply, and the affect which they may have on prices and consumption or production levels. Look at changes which can occur over the long-run, specifically the end of the law of diminishing returns. Microeconomics overview explains how consumer preferences and budget constraint decide demand, and firm productivity and costs against revenue decide supply. Macroeconomics overview explains how the IS-LM model where goods and money markets balance decides aggregate demand, and the Phillips curve and growth models determine aggregate supply. Econometrics is introduced as a method is presented to create value estimates, and economic theory becomes practice.
Contributed articles presented at a workshop held in 1994.
Investment Formulas: A Simple Introduction includes over 80 formulas in the investment field, alongside relevant definitions and explanations. The formulas cover the topics of historical return measures, investment models, portfolio performance evaluation, firm and stock valuation, bond portfolio management, derivatives, and option valuation.
Financial Risk Management: A Simple Introduction presents a detailed guide to some of the central ideas and tools of financial risk management, with theory, examples, formulas, and calculations to illustrate the analysis. Calculate leverage, duration, modified duration, and convexity to find the risk exposure and interest rate risk sensitivity of an asset. Understand bond immunization to manage risk, and assess non-vanilla bond risk using both effective duration and effective convexity. Use value at risk to forecast maximum losses over a period, with detailed step by step instructions provided to using the variance-covariance, historical simulation, and Monte Carlo methods. Learn how to perform autocorrelation and unit root tests to test the square root of time rule. Conduct time-varying volatility analysis, using detailed steps to create an exponentially weighted moving average and then backtest it for robustness. Apply financial risk management tools to the empirical 1994 bankruptcy of Orange County, California to determine if it could have been avoided, and assess a number of financial derivative hedge instruments.
Methods of Microeconomics: A Simple Introduction is an accessible guide to the mathematical methods of microeconomics. Worked examples are combined with exercises and solutions for readers, as economic relationships and equilibrium values are revealed and outcomes predicted. Consumer preferences and utility are examined with indifference curves, and differentiation to find marginal utility and the marginal rate of substitution. Consumer choice uses a Lagrange multiplier for optimization of utility functions subject to a budget constraint. Risk attitude and expected utility look at absolute and relative risk aversion measures, and apply risk averse, neutral or risk loving attitudes to find the expected utility linked with gambling or buying insurance. Production maximization optimizes production functions subject to cost constraints. Cost minimization optimizes cost functions subject to production constraints. Profit maximization with quadratic cost functions is performed for perfectly competitive or monopoly firms. Monopoly, monopolistically competitive, and oligopoly equilibrium values are calculated with optimization. The effects of asymmetric information are examined by comparing actual, equilibrium, and efficient outcomes for buyers and sellers.