eBook Principles of Business: Marketing, 1st Edition

  • Published By:
  • ISBN-10: 1682176002
  • ISBN-13: 9781682176009
  • DDC: 658.8
  • Grade Level Range: 9th Grade - College Senior
  • 300 Pages | eBook
  • Original Copyright 2017 | Published/Released January 2018
  • This publication's content originally published in print form: 2017
  • Price:  Sign in for price

About

Overview

Marketing is used by all industries—business, retail, software, manufacturing, the media—any company with a product or service to sell needs marketing support. This book provides easy-access to the essentials of marketing—advertising, copy writing, social media, branding—are all covered here. These 100 easy-to-understand entries walk students and researchers through the process that is marketing, to give readers a better understanding of what is involved in marketing a product or service.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Contents.
Publisher's Note.
Introduction.
Contributors.
1: Advertising Campaigns.
2: Advertising Management.
3: Applications for Business Consulting in Marketing.
4: Applied Probability Models in Marketing.
5: Brand Management.
6: Brand Personality.
7: Business Marketing.
8: Buyer Behavior.
9: Channel Management.
10: Consumer and Organizational Buyer Behavior.
11: Consumer Behavior.
12: Consumer Demographics.
13: Content Marketing.
14: Copyrights.
15: Creating, Managing and Presenting the Arts.
16: Customer Information Systems.
17: Customer Loyalty Programs.
18: Customer Relationship Management (CRM).
19: Customer Service.
20: Direct E-Marketing.
21: E-Business Enterprise Applications.
22: Effective Media Coverage.
23: Employer Branding and Management.
24: Entrepreneurial Marketing.
25: Event Management.
26: External Business Communications.
27: Franchising.
28: Future of Integrated Marketing Communications.
29: Global Marketing.
30: Integrated Marketing Communications (IMC).
31: International Advertising.
32: International Marketing.
33: Internet Marketing Strategies.
34: Launching New Ventures Through Technology.
35: Law of Marketing and Antitrust.
36: Legal Aspects of Marketing.
37: Marketing (Statistics) and Applied Probability Models.
38: Marketing Decision Making.
39: Marketing Environment.
40: Marketing Ethics.
41: Marketing Management.
42: Marketing Methods.
43: Marketing Principles.
44: Marketing Research.
45: Marketing Strategy.
46: Models for Marketing Strategy.
47: Multimedia Product Placement.
48: Multinational Marketing.
49: Neuromarketing.
50: New Product Management.
51: Person Marketing: Using Celebrities to Endorse Products.
52: Personal Selling and Sales Management.
53: Price Analysis.
54: Price Discrimination.
55: Pricing Policy.
56: Pricing Strategies.
57: Principles of Advertising.
58: Principles of Retailing.
59: Product Placement.
60: Professional Selling in Business to Business (B2B) Marketing.
61: Promotional Policies.
62: Public Relations.
63: Public Relations and Social Media.
64: Retail Merchandising.
65: Sales Force Management.
66: Sensory Marketing.
67: Social Media and Businesses.
68: Strategic Marketing.
69: Trade Show Participation.
70: Value-Based Strategies for Business Marketing.
Glossary.
Index.