Using blueprinting and benchmarking to identify marketing resources that help create customer value استفاده از نقشه ریزی و محک زنی برای شناسایی منابع بازاریابی کمک کننده به ایجاد ارزش مشتری Arnela Ceric , Steven D’Alessandro , Geoff Soutar سال 2016 – ScienceDirect – Journal of Business Research 9 صفحه – زبان انگلیسی – PDFعنوان انگلیسی مقاله ISI:
عنوان فارسی مقاله ISI:
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کد محصول : PN17
بلافاصله بعد از خرید به فایل کتاب دسترسی خواهید داشت
Normal vs spectacular science: The IMP Group and B2B marketing
عادی در مقابل علم تماشایی و فوق العاده: کمپانی IMP Group و بازاریابی B2B
Bernard Cova , Catherine Pardo , Robert Salle
سال 2015 – ScienceDirect – Journal of Industrial Marketing Management
4 صفحه – زبان انگلیسی – PDF
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کد محصول : BM02 بلافاصله بعد از خرید به فایل کتاب دسترسی خواهید داشت Internet Marketing: Strategy, Implementation and Practice (third Edition) بازاریابی اینترنتی: استراتژی، اجرا و عملکرد
سال 2006 چاپ سوم – انتشارات Prentice Hall 584 صفحه – PDF قیمت: 30 دلار – لینک کتاب در Amazon Internet Marketing: Strategy, Implementation and Practice, Third Edition
provides a comprehensive guide to how organizations can use the
Internet to support their marketing activities, and covers all aspects
of Internet marketing — environment analysis, strategy development, and
digital marketing campaign-planning and execution. The book is based on emerging
academic models and examples of best practice from leading experts in
digital media. The practical knowledge developed through reviewing these
concepts and practices will enable the reader to exploit the
opportunities of marketing using the Internet while minimizing risks. The authors have been highly
successful in showing that they not only understand the relevant
academic literature but are also familiar with the complexities of real
life experienced by many practitioners. Dr Ahmad Jamal, Cardiff Business
School Comprehensive, up-to-date and practical in focus. Dr Lisa
Harris, Brunel University New features in this edition include: توضیحات محصول
عنوان انگلیسی کتاب:
عنوان فارسی کتاب:
نویسنده:
تاریخ و نوبت چاپ – انتشارات:
تعداد صفحات کتاب – فرمت فایل:
لینک و قیمت کتاب در سایت های خارجی:
مقدمه کتاب:
Marketing Strategy and Competitive Positioning استراتژی بازاریابی و تثبیت موقعیت رقابتی سال 2008 چاپ چهارم – انتشارات Prentice Hall 636 صفحه – PDF قیمت 66 دلار – لینک کتاب در Amazon This
book is about creating and sustaining superior performance in the
marketplace. It focuses on the two central issues in marketing strategy
formulation – the identification of target markets and the creation of a
differential advantage. The book includes new developments in strategic
thinking that have emerged in recent years. In particular, our approach
emphasizes the very different role that organizations are defining for
marketing as a strategic force rather than just as an operational
department. It also represents our goal of reaching a broader audience
to include strategic decision-makers as well as marketing specialists.
Some of the topics include service quality and relationship marketing,
networks and alliances, innovation, internal marketing and corporate
social responsibility. Greater emphasis is given to the development of
dynamic marketing capabilities, together with the need to reassess the
role of marketing in the organization as a critical process and not
simply as a conventional functional specialization. The book structure Part 2 deals
with the competitive environment in which the company operates.
Different types of strategic environment are first considered, together
with the critical success factors for dealing with each type. Discussion
then focuses on the ‘strategic triangle’ comprised of customers,
competitors and company. Ways of analysing each in turn are explored to
help identify the options open to the company. The emphasis is on
matching corporate resources, assets and capabilities to market
opportunities.عنوان انگلیسی:
عنوان فارسی:
نویسنده:
تاریخ و نوبت چاپ – انتشارات:
تعداد صفحات – فرمت فایل:
لینک و قیمت کتاب در سایت های خارجی:
مقدمه کتاب:
Part 1 is
concerned with the fundamental changes that are taking place in how
marketing operates in organizations and the increasing focus on
marketing as a process rather than as a functional specialization. The
central questions of the market orientation of organizations and the
need to find better ways of responding to turbulent and ambiguous
environments lead us to the proposal for market-led strategic management
and the framework for developing marketing strategy which provides the
structure for the rest of the book. Discussion of strategic marketing
planning provides the groundwork for two critical issues on which we
focus throughout this volume: the choice of market targets and the
building of strong competitive positions. We have also added new
materials on the resource-based view of marketing and the need for
dynamic marketing capabilities.
Part 3 examines
in more detail the techniques available for identifying market segments
(or potential targets) and current (and potential) positions.
Alternative bases for segmenting consumer and business markets are
explored, as are the data collection and analysis techniques currently
available. Selection of market targets through consideration of market
attractiveness and business strength is addressed.
Part 4 returns
to strategy formulation. The section opens with discussion of how to
create a defensible position in the marketplace. Three chapters are
concerned with specific aspects of strategy formulation and execution. A
new chapter on competing through the marketing mix has been included
for the fourth edition. This chapter examines the changing mix of
activities available to marketers in creating their competitive
positions. The roles of customer service in relationship-building and
innovation to create competitive advantage are discussed in depth.
Part 5 examines
implementation issues in more detail. The section includes new chapters
on strategic customer management and corporate social responsibility as
well as updated chapters on strategic alliances and networks, and
internal marketing.
Part 6 provides
our perspective on competition for the twenty-first century. The
various themes from the earlier parts of the book are drawn together in
order to identify the major changes taking place in markets, the
necessary organizational responses to those changes and the competitive
positioning strategies that could form the cornerstones of effective
future marketing.
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The Essential Guide to Online Marketing
راهنمای ضروری برای بازاریابی آنلاین
سال 2008-2009 چاپ دوم – انتشارات Porcupine Press trading under DGR Writing & Reseal
376 صفحه – PDF
لینک کتاب در Amazon
“eMarketing: The Essential Guide to Online Marketing” is a one-stop
resource to kick start your eMarketing career, or to give it a much
needed boost. Featuring the tools and tactics essential to eMarketing
strategy, search engine optimisation, pay per click advertising, social
media, viral marketing, conversion optimisation, online reputation
management, mobile marketing and more! “eMarketing: The Essential Guide
to Online Marketing” comes from 10 years of practical experience in the
world of eMarketing from a leading digital agency.
There is no doubt about it – the Internet has changed the world we live in. Never before has it been so easy to access information, communicate with people all over the globe and share articles, videos, photos and all manner of media. The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in declining distribution of traditional media: television, radio, newspapers and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing. eMarketing embraces a wide range of strategies, but what underpins successful eMarketing is a user-centric and cohesive approach to these strategies. While the Internet and the World Wide Web have enabled what we call New Media, the theories that lead to the development of the Internet were being developed from the 1950s.
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