Making a Difference Through Marketing
Title | Making a Difference Through Marketing PDF eBook |
Author | Carolin Plewa |
Publisher | Springer |
Total Pages | 280 |
Release | 2016-05-04 |
Genre | Business & Economics |
ISBN | 9811004641 |
This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.
Making a Difference in Marketing
Title | Making a Difference in Marketing PDF eBook |
Author | Jonathan Cahill |
Publisher | Routledge |
Total Pages | 139 |
Release | 2017-03-16 |
Genre | Business & Economics |
ISBN | 1351712810 |
Establishing a difference is the lynchpin of marketing. It can be achieved in many ways. The results can be magical and powerful: such as increasing, with little expense, the price of a little regarded fish from £0.15 a kilo to £1.00. As with many other disciplines which have great value, this potency has often resulted in the discussion of marketing being prey to increasing complexity. This frequently intimidates those marketing could help. Often it is due to the touting of supposedly new paradigms, given plausibility by conveniently invented metrics, and an emphasis on the rational and conscious over the emotional and unconscious, despite the latter aspects appearing to be the basis for much choice. This imbalance has been highlighted by recent insights from psychology, neurology and behavioural economics. Rather than simply embracing these advances, the focus of marketing has been on additional layers of intricacy and a weighting of emphasis towards means of communication, further distancing marketing from its base. This book aims to cut through to the pivotal role of differentiation, illustrated by case histories and the advances in the related fields referred to, particularly the work of psychologists such as Daniel Kahneman. Unlike much writing on marketing, it has tried to follow Einstein’s advice to be "as simple as possible, but no simpler".
Making a Difference - The societal marketing concept supporting educational and cultural issues
Title | Making a Difference - The societal marketing concept supporting educational and cultural issues PDF eBook |
Author | Robert Motzek |
Publisher | GRIN Verlag |
Total Pages | 36 |
Release | 2002-02-18 |
Genre | Business & Economics |
ISBN | 3638113213 |
Research Paper (postgraduate) from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3 (A), European University Viadrina Frankfurt (Oder) (Economics - International Business Administration), course: Marketing Seminar, language: English, abstract: In June 1995 the off-shore oil rig Brent Spar, owned by oil and petrol giants Dutch-Shell and British Esso, was supposed to be dumped in a depth of 2400 metres near the Scottish westcoast. British institutions had already permitted the dumping, which due to institutional investigations didn’t violate the international environmental conventions made in Oslo and Paris to protect the sea. But suddenly the environmental organization Greenpeace launched a European-wide protest campaign to prevent the dumping of Brent Spar, which resulted in massive boycotts of Shell’s petrol stations all over the continent. The enormous public support of Greenpeace’s campaign forced Dutch-Shell not to dump Brent Spar but to tow it into a Norwegian fjord where it has been stored until today. By now there hasn’t been a solution for the disposal of the oil rig. In the case of Brent Spar everyone mentioned responsibility. The responsibility of the Dutch-Shell company to protect the environment, to report about future actions and their consequences and to base decision-making on more than just the opinions of shareholders. According to the public opinion, Dutch-Shell hadn’t taken this responsibility, the so-called social responsibility, which turned out to harm the image and sales of the company for years. This project work will explain the meaning and the role of social responsibility in marketing concerning past, present and future developments. Looking at the societal markteting concept supporting educational and cultural issues , we’ll see why and in which way firms adopt the societal marketing concept and how this affects their businesses, customers, organizations, governments and the society as a whole. But at first we have to define what we’ll be speaking about. So what do social responsibility and the societal marketing concept mean? [...]
Creative Marketing
Title | Creative Marketing PDF eBook |
Author | Dan Crider |
Publisher | Createspace Independent Publishing Platform |
Total Pages | 78 |
Release | 2014-08-18 |
Genre | Business & Economics |
ISBN | 9781500880613 |
Is your business as successful as you hoped when you first started getting to work on it?Chances are, you're like most of us business owners, and are looking for unique ways to make more money in your business.Creative marketing tactics are the way to grow your business in the new economy of 2014 and beyond.It's time to start thinking outside of the box and start marketing your business in new directions that will bring new clients in regardless of if you are running a brick-and-mortar business or an online business.Most people that have been in business for over five years have gotten lazy and complacent in their marketing skills. When you get complacent your business stops growing, and when your business stops growing it's just a matter of time before the cash flow stops.It's time to get off your lazy duff and start getting creative in the way that you market your business if you hope to succeed in the future.After all, who doesn't want a super successful business?You'll find there is a lot of misinformation out there when it comes to creative ways to market your business.In fact, you've probably already found this in your own online searches if you have been looking for new outside the box ways to market your business before you found this product.The good news is that we are about to load your head with tons of brand-new marketing tactics that can help start growing your business today.
Marketing Your Services
Title | Marketing Your Services PDF eBook |
Author | Anthony O. Putman |
Publisher | John Wiley & Sons |
Total Pages | 264 |
Release | 1990-05-28 |
Genre | Business & Economics |
ISBN |
Marketing Your Services You may be one of the best doctors, consultants, accountants, caterers, or investment advisors around, but when it comes to marketing your service, you may also be the first one to admit, "I don’t know what to do." Now, here’s a book that shows you, step by step, how to market your services—painlessly, confidently, profitably. Marketing Your Services shows you: How to define and promote your services to the right market How to differentiate your business from other similar businesses How to price and package your services How to turn qualified prospects into customers and build long-term relationships with clients "This is the best book I have seen about Marketing—making your mark in a way that hits the mark. You will be provoked, persuaded, and pleased by this guidebook for painless marketing mastery." —Chip R. Bell Author, Service Wisdom "Simply put, this is the most useful book on marketing for service firms I know of. It is also the best written. Read it." —Clay Carr Author, Front-Line Customer Service "An excellent guide to the marketing maze for any small business that wants to get a firm handle on just what service they provide, and learn how to enjoy making money doing it." —Martin T. Cannon Director, Paper Product Development The Procter & Gamble Company
Making a Difference in Marketing
Title | Making a Difference in Marketing PDF eBook |
Author | Jonathan Cahill |
Publisher | Taylor & Francis |
Total Pages | 102 |
Release | 2017-03-16 |
Genre | Business & Economics |
ISBN | 1351712829 |
Establishing a difference is the lynchpin of marketing. It can be achievedin many ways, often not overtly competitive. The results are often both magical and powerful, such as changing the price of a little regarded fish from £0.05 a kilo to £1.00 at little expense. But, as with many other areas which have great value, this potency has resulted in marketing sometimes being shrouded in complexity. This book hopes to cut through these complexities and emphasise the pivotal nature of differentiation, based on the many cases histories cited and the advances in the related fields referred to, particularly the work of psychologists such as Daniel Kahneman.
Make A Difference With Your Marketing: Teach Yourself
Title | Make A Difference With Your Marketing: Teach Yourself PDF eBook |
Author | Jonathan Gabay |
Publisher | Teach Yourself |
Total Pages | 227 |
Release | 2010-02-26 |
Genre | Business & Economics |
ISBN | 1444129538 |
Make a Difference with your Marketing will help you take your marketing skills to a whole new level. By honing your imaginative skills and instilling great creative planning into your marketing, you can be sure that the results will keep you ahead of the competition. Your author, Jonathan Gabay, is one of the country's most respected creative brand consultants, and currently works with some of the world's biggest brand names. Author of no less than 13 books, and Course Director at the C.I.M. (Chartered Institute of Marketing), Jonathan's unparalleled insight and experience will provide you with all you need to target, brand, market and sell like you never have before! NOT GOT MUCH TIME? One and five-minute introductions to key principles to get you started. AUTHOR INSIGHTS Lots of instant help with common problems and quick tips for success, based on the author's many years of experience. TEST YOURSELF Tests in the book and online to keep track of your progress. EXTEND YOUR KNOWLEDGE Extra online articles at www.teachyourself.com to give you a richer understanding of marketing. FIVE THINGS TO REMEMBER Quick refreshers to help you remember the key facts. TRY THIS Innovative exercises illustrate what you've learnt and how to use it.