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Internal Marketing Another Approach to Marketing for Growth

Internal Marketing Another Approach to Marketing for Growth

Establishing developing or promoting a brand or product in a market stems from aligning of divisions within an organization with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing internal marketing ensures that organizational divisions are aligned in the marketing strategies so that the resultant external marketing is effective and not impeded by internal shortcomings. This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective this book is a must-read for practitioners and academics alike. | Internal Marketing Another Approach to Marketing for Growth

GBP 38.99
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Airport Marketing

Airport Marketing

This accessible up-to-date comprehensive and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airport industry and examines airport marketing and its environment how to define and measure the market for airport services airport strategic marketing planning and individual elements of the airport marketing mix (product price distribution and promotion). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. This new second edition has been updated to include: New and expanded content on branding and the passenger experience marketing partnerships engagement marketing and customer relationship management. Three brand new chapters on digital marketing marketing for a more sustainable future and crisis communications and marketing in light of the Covid-19 pandemic. New global case studies and examples throughout. This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers.

GBP 34.99
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Historical Research in Marketing Management

Historical Research in Marketing Management

This collection of articles deal with marketing history and the history of marketing thought placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group’s growth-share matrix branding the emergence of marketing schools of thought managerialism the marketing concept relationship marketing scientific management and marketing and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method marketing history and the history of marketing thought. This book was originally published as a special issue of the Journal of Marketing Management. | Historical Research in Marketing Management

GBP 27.99
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Marketing Rhetoric and Control The Magical Foundations of Marketing Theory

Marketing Rhetoric and Control The Magical Foundations of Marketing Theory

Marketing Rhetoric and Control investigates the tensions that surround the place of persuasion (and more broadly control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline a target for anti-marketing sentiment the source of marketing’s value in the modern organisation a mysterious black box inside the otherwise rational and logical endeavour of enterprise and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice. Constructing an interface between original challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself this text argues for a Sophistic interpretation of marketing. From this perspective marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments. This book is aimed primarily at researchers and academics working in the fields of marketing marketing communications and the related disciplines of marketing theory critical marketing and digital marketing. It will also be of value to marketing academics in business schools including those working in the areas of media and communication studies who have an interest in commercial and corporate communication brand use of interactive media and communication theory. | Marketing Rhetoric and Control The Magical Foundations of Marketing Theory

GBP 38.99
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Film Marketing

Film Marketing

The role of the film marketer is both vital and challenging. Promotion is one of the industry’s biggest costs with the campaign of a large film costing up to half its production budget. Box office results however are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to progress in the industry. This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition Kerrigan takes a socio-cultural as well as a business view of film marketing and its impact covering different approaches to promotion according to different aims and audiences internally and externally and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes: Additional pedagogy and visual examples to reinforce key points A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world New and expanded sections on social media digital promotion transmedia and crowdfunding This is the original film marketing text which no engaged film or marketing student should be without.

GBP 48.99
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Entrepreneurship Marketing Principles and Practice of SME Marketing

Entrepreneurship Marketing Principles and Practice of SME Marketing

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts providing a clear grounding in the principles practices strategies challenges and opportunities faced by businesses today. SMEs now need to step up to the terrain of mobile marketing and consumer-generated marketing and utilise social media marketing tools. Similarly the activities of various stakeholders in SME businesses like start-up accelerators business incubators and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new dynamic business landscape. Updates include: A consideration of social media imperatives on SME marketing; Discussion of forms of capital formation and deployment for marketing effectiveness including crowdfunding; Updated international case studies drawn from diverse backgrounds; Hands-on practical explorations based on real-life tasks to encourage deeper understanding. This book is perfect for students studying SMEs Marketing and Enterprise at both advanced undergraduate and postgraduate levels as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment. | Entrepreneurship Marketing Principles and Practice of SME Marketing

GBP 32.99
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Marketing Communications

Marketing Communications

Marketing communication is a dynamic industry which continues to change and adapt to new technologies media consumption patterns and communication interfaces between marketers and their target markets. At the same time the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic providing a structured overview of planning development implementation and evaluation of marketing communications alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms changing media consumption patterns and consumers’ strategies to cope with information overload. It also reflects upon consumer scepticism a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors such as social marketing and political marketing as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing communications and public relations. Online resources include an extensive instructors’ guide which provides answer checklists to all Think boxes Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.

GBP 38.99
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Digital Marketing Excellence Planning Optimizing and Integrating Online Marketing

Digital Marketing Excellence Planning Optimizing and Integrating Online Marketing

Now in its sixth edition the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics ethics and privacy Predictive Analytics Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject Digital Marketing Excellence 6th edition provides a vital reference point for all digital marketing students and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. | Digital Marketing Excellence Planning Optimizing and Integrating Online Marketing

GBP 46.99
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Essentials of Marketing Theory and Practice for a Marketing Career

Essentials of Marketing Theory and Practice for a Marketing Career

This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars which flow through each chapter: marketing ethics sustainability stakeholder engagement globalisation the power of new media and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership using real-life case studies and examples designed to engage today’s technologically savvy and internationally oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of marketing assistant marketing manager and marketing director within regional markets applying the knowledge that they have learned in each chapter into modern realistic contexts which simulate a marketing career. Key features to aid learning and comprehension include case studies chapter objectives and summaries key learning points and key questions. With a uniquely accessible and applied approach Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing marketing management and principles of marketing modules. Digital learning resources include a comprehensive instructor’s manual to guide interaction with the applied case study PowerPoint slides and a test bank. | Essentials of Marketing Theory and Practice for a Marketing Career

GBP 46.99
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The Dark Side of Marketing Communications Critical Marketing Perspectives

The Dark Side of Marketing Communications Critical Marketing Perspectives

What fuels capitalism and what stops it from collapsing? Does marketing communications support and sustain the economic and political status quo? This book is not about describing the ways in which businesses can optimize the messages they put across or about adding to the marketing communicator’s toolkit. This book argues that marketing communications plays an increasingly important role in bolstering contemporary capitalism. Drawing on conceptualizations of the ‘market’ from political economy and sociology it focusses on five logics that underpin and sustain the form of capitalism in which we live: the logic of competition the logic of sustainability the logic of individualism the logic of objectivity and the logic of distraction. It does this by exploring those arenas which are increasingly dominated by the communicative activities of business: sport CSR social media statistics and entertainment. Bringing theories from marketing and consumer research sociology cultural studies technology and media studies to bear on marketing communications this book is necessary reading for undergraduate and postgraduate students and academics who wish to understand the broader role of marketing communications in the reproduction of contemporary capitalism. | The Dark Side of Marketing Communications Critical Marketing Perspectives

GBP 35.99
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Mobile Marketing

Mobile Marketing

In the past 10 years mobile phones have gone from being high-end gadgets only the wealthy could afford to an essential accessory now owned by a large portion of the population of the world. The integration of the Internet mobility and communications at the device service and transport level has created a new set of business opportunities. Mobile marketing has become a mainstream marketing tool and marketers must now identify and reach their mobile audience. This book is designed to teach marketeers how to tap into this potential. Mobile Marketing is as different from traditional marketing as Internet marketing was and this book outlines methods and techniques for: * Defining and implementing a wireless marketing strategy * Making sense of what can be a technically and commercially confusing industry* Providing a wealth of carefully chosen international cases and examples to demonstrate techniques in the real world Written by experienced practitioners with experience of advising major international companies on both strategy and individual campaigns in the mobile sector it is an essential guide and reference for professional marketeers.

GBP 130.00
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Advanced Theory and Practice in Sport Marketing

Advanced Theory and Practice in Sport Marketing

Now in a fully revised and updated fourth edition Advanced Theory and Practice in Sport Marketing is still the only textbook to introduce key theory and best practice in sport marketing at an advanced level. The book goes beyond the introductory sport marketing course by exploring advanced marketing theories related to topics such as ethics and social responsibility international marketing marketing research and information systems data analytics consumer behavior product and logistics management branding and brand management sales management promotions social media and networking destination marketing and evaluating performance. New to this edition are sections on pricing structures and strategies experiential marketing new digital marketing communications and technology emotional intelligence in sport marketing and social entrepreneurship. This is also one of the first books to consider the challenges of sports marketing in a post-COVID world. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world. This is an essential textbook for courses on sport marketing and invaluable recommended reading for any general course on sport business sport management sport development or marketing. Ancillary resources include a test bank PowerPoint slides and a master course syllabus.

GBP 52.99
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Digital Marketing Fundamentals From Strategy to ROI

Digital Marketing Fundamentals From Strategy to ROI

Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy to read and contains many International examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book all relevant aspects of digital marketing are addressed: strategic aspects market research product development and realisation branding customer acquisition customer loyalty and order processing. The book also discusses effective websites and apps digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics. Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing. | Digital Marketing Fundamentals From Strategy to ROI

GBP 59.99
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Strategic Marketing Concepts and Cases

Strategic Marketing Concepts and Cases

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is and then discuss strategic segmentation competitive positioning and strategies for growth corporate branding internal brand management and corporate reputation management. With case studies from a broad range of global contexts and industries including Burger King FedEx and Twitter readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis students will learn to: examine the role of corporate business and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students as well as those studying for an MBA or executive courses in strategic marketing or marketing management. | Strategic Marketing Concepts and Cases

GBP 34.99
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Social and Sustainability Marketing A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science

Social and Sustainability Marketing A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science

. an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production. Professor Pierre McDonagh Associate Editor Journal of Macromarketing (USA); Professor of Critical Marketing & Society University of Bath UK Experts in the field of economics management science and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however the level of existing literature and availability of teaching cases reflect a dearth of real case studies especially those focused on marketing for social good. This book of actual case studies will address that need. In addition this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities. Currently marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles such as social marketing green marketing and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies collections of questions teaching materials and real-life marketing scenarios this book offers a unique source of knowledge to marketing professionals students and educators across the world. The main objective of this case book is to understand the applicability of marketing science (marketing for social good context such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses. | Social and Sustainability Marketing A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science

GBP 56.99
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The Foundations of Marketing Practice A history of book marketing in Germany

The Foundations of Marketing Practice A history of book marketing in Germany

Between 1815 and 1890 the German book market experienced phenomenal growth driven by German publishers’ dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale they developed a growing sense of what their markets wanted. This study based almost entirely upon primary sources including over seventy years of trade newspapers is an in depth account of how and why this market developed—decades before there was any written theory about marketing. This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen. All scholars of marketing will find this historical account a fascinating insight into markets and marketing This will also be of interest to social historians scholars of German history book trade and book trade historians. | The Foundations of Marketing Practice A history of book marketing in Germany

GBP 38.99
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Visual Marketing From Attention to Action

Visual Marketing From Attention to Action

This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception visual cognition and action and choice. The chapters go beyond what is known and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take. Rather than being confined to advertising only this new volume shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing management industrial design and consumer and social psychology. Professional practitioners especially those involved with marketing communications retail and in store marketing and market research will also benefit from the empirically based and innovative ideas put forth in this book. | Visual Marketing From Attention to Action

GBP 38.99
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Routledge Handbook of Sports Marketing

Routledge Handbook of Sports Marketing

Sports marketing has become a cornerstone of successful sports management and business driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe the book examines theories concepts issues and best practice across six thematic sections—brands sponsorship ambush marketing fans and spectators media and ethics and development—and examines key topics such as: consumer behaviour marketing communications strategic marketing international marketing experiential marketing and marketing and digital media Comprehensive and authoritative the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing sport management sport business sports administration or sport development and for all practitioners looking to develop their professional knowledge.

GBP 48.99
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The Routledge Companion to Nonprofit Marketing

The Routledge Companion to Nonprofit Marketing

This timely collection of cutting-edge articles offers a complete overview of marketing in the nonprofit sector. Written by a leading team of international experts it examines the issues faced by public and nonprofit organizations in marketing and raising funds and provides a comprehensive review of the latest research. An introductory section reviews the history of ideas in nonprofit marketing and examines those fundamental marketing principles of special relevance to nonprofit organizations. The book then explores in-depth the latest thinking in each of the most important nonprofit arenas including: voluntary sector marketing fundraising arts marketing education marketing political marketing social marketing volunteer recruitment management and retention public sector marketing and e-government. Containing real-world examples and case study material throughout The Routledge Companion to Nonprofit Marketing makes an important contribution to our understanding of marketing theory and practice in the nonprofit sector. It is an essential reference for all students researchers and practitioners working in nonprofit marketing fundraising or philanthropy.

GBP 46.99
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Influencer Marketing Building Brand Communities and Engagement

Influencer Marketing Building Brand Communities and Engagement

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns including how to select the right influencers and measure their success the dark side of influencer marketing and the legal and ethical framework. With contributions from authors across the globe each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced postgraduate and executive education students of Marketing Digital Marketing Marketing Communications Brand Management and Public Relations. With its accessible style and practical content it is also highly valuable for Marketing Communications Branding and PR specialists. | Influencer Marketing Building Brand Communities and Engagement

GBP 29.99
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Routledge Handbook of Football Marketing

Routledge Handbook of Football Marketing

Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing it highlights the critical strategic and operational elements that underpin effective marketing in football clubs around the world. From the English Premier League to Major League Soccer this handbook addresses the most important developments in sponsorship marketing communications digital marketing strategies customer relationship management and social media. Written by a team of leading football marketing experts it presents the latest cutting-edge research in case studies from countries including the UK USA France Spain Germany Italy China and Japan. The only up-to-date book on football marketing written from a truly international perspective the Routledge Handbook of Football Marketing is an invaluable resource for any researcher or advanced student with an interest in football marketing as well as all marketers working in the professional football business.

GBP 44.99
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Strategic Sport Marketing

Strategic Sport Marketing

The fifth edition of Strategic Sport Marketing integrates sport marketing frameworks theory and practical cases to show students and practitioners how to develop and execute successful sport marketing strategies. The book explains contemporary sport markets consumer behaviour marketing strategies and best practices in sport marketing in a clear comprehensive and engaging way. Built on a foundation of strategic decision-making it offers a truly diverse set of case studies ‘sportviews’ and examples from national and international sports and events including Australian Rules (AFL) football European soccer Russian hockey Grand Slam tennis and the National Basketball Association (NBA). This new edition is revised to align with contemporary sport marketing applications conceptualising sport as part of the experience economy and integrating technology and digitalisation themes into the book reflecting the increasing focus on data and digital communications and media delivery of sport. It encourages critical and practical thinking and problem-solving on the part of the reader to help them improve their real-world professional practice. This book is an essential course text for students of sport marketing and management as well as being a useful resource for all practitioners engaged in the marketing promotion or communication of sport organisations or brands. Additional teaching and learning materials are available to accompany this book including slides class outlines and reflective questions and answers for each chapter.

GBP 44.99
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Marketing Skills in Practice Developing a Successful Marketing Career

Marketing Skills in Practice Developing a Successful Marketing Career

Based around research into marketing education and marketing practice Marketing Skills in Practice: Developing a Successful Marketing Career helps students embarking on their career to develop their professional identity as well as the key skills required by employers in the industry. Divided into four core sections the book begins with an overview of the field of marketing. Section two shows students how to relate practice to their own transferable skills while section three gives students the opportunity to consider how they lead develop and manage within marketing. Section four provides students with the opportunity to reflect on their own learning and identify what knowledge and skills they have enhanced for their future careers. Fundamentally the book identifies the key skills required in the marketing industry whilst also addressing the challenge of developing a career in leading and managing in a marketing context. Theoretical aspects are applied through real-life cases practical examples and a themed case study coupled with tasks that allow students to test and apply their knowledge to a workplace scenario all of which are adaptable for hybrid teaching methods. Unique in its focus on employability this text is suitable for all marketing students embarking on a career in the field and particularly as core reading for any modules based on Marketing in Practice and Professional Development. Online resources include PowerPoint slides for lecturers and an instructor’s manual which includes lesson plans tasks suggested answers and a test bank with answers. | Marketing Skills in Practice Developing a Successful Marketing Career

GBP 39.99
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Hospitality Marketing Principles and Practices

Hospitality Marketing Principles and Practices

Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation with an emphasis throughout on topical issues such as sustainable marketing corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include: New content on social media marketing user-generated content group-buying behaviour franchising internationalization non-predictable factors affecting sales and marketing such as COVID-19 the role of marketing in creating a competitive advantage and the role of events and experiences in marketing New extensive exploration of the role of technology in marketing including the use of artificial intelligence service robots and the metaverse to develop and deliver service and/or to measure customer experience Updated online resources including a PowerPoint deck a test bank of questions and added links to YouTube and Instagram content New/updated international case studies including many more from Asian and African destinations This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning. | Hospitality Marketing Principles and Practices

GBP 52.99
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Fundamentals and Practice of Marketing

Fundamentals and Practice of Marketing

The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing. 'The Fundamentals and Practice of Marketing' has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes:* New chapters on: direct marketing public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; * Material on: services marketing e-commerce ethics and social responsibility B2B marketing and external marketing environment* A range of new examplesThe book is accompanied by online resources for tutors which include: guidance notes on teaching methods for each chapter case studies with suggested solutions and approaches questions for discussion and OHP masters.

GBP 160.00
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