by Robert Schieffer (2005)
"Marketing books only briefly cover techniques to gain customer insight, while marketing research texts focus on statistical and analytical tools, with only passing comment on their utilization in marketing decision-making. Robert Schieffer has turned this paradigm on its side, by focusing on ten key customer insights that he has personally helped firms gain and by describing the key marketing tools and techniques that marketing experts use to glean these insights." "Ten Key Customer Insights allows business professionals to develop effective marketing strategies and tactics by gaining deeper insights into the perceptions, needs, motivations and preferences of their target customers. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of the market, increase the productivity of their marketing efforts, and increase their profitability."--Jacket.
Hy Mariampolski
"Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies. It is a textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology, and education."--Jacket.
Colin Barrow
This practical guide will tell you how to start up and run your own business from anywhere in the world. Starting a Business from Home will tell you everything you need to know about running a profitable and successful business from your own home with particular emphasis on opportunities provided by the internet.
Neil G. Kotler, Philip Kotler, Wendy I. Kotler
This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum's offerings and consumer value Differentiate a museum and communicate its unique value in a competitive marketplace Find, create, and retain consumers and convert visitors to members and members to volunteers and donors Plan strategically and maximize marketing's value Achieve financial stability Develop a consumer-centered museum
Richard J. Varey
Marketing Communication challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building.This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced.The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century.Marketing Communication investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.