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Marketing for dummies
Pump up your business with the latest, greatest marketing techniques
This updated edition of Marketing for Dummies will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more. You'll discover what works, what doesn't, and what is best for your business and budget.
* Learn the marketing and sales strategies that work in any economy
* Discover how to engage customers with trust and enthusiasm
* Understand post-pandemic changes in consumer attitudes
* Discover new tools and technologies for finding customers and inspiring loyalty
* Adapt your brand, pricing, and sales approach to make your business more valuable
* Avoid common marketing mistakes and learn how to measure the impact of your efforts
In a post-pandemic, up or down economy, it's harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins.
For small to mid-size business owners and marketing professionals, Marketing For Dummies lets you harness the latest ideas to drive traffic, boost sales, and move your business forward.
eBook
Market-based management : strategies for growing customer value and profitability
Best is the book that focuses on marketing performance, marketing profitability, and the role marketing strategies play in building the profits of a business.
Book
Absolute Essentials of Strategic Marketing
Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy.
Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.
Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.
eBook
Share Repurchases and Myopia: Implications on the Stock and Consumer Markets
Investor demand has promoted share repurchases to the dominating payout instrument for U.S. firms. However, critics worry that the repurchase boom leads to firms neglecting long-term investments. Even worse, scholars have shown that investor pressure also motivates firms to cut marketing investments with the aim of boosting short-term income, a practice called myopic marketing management. Extant theory still lacks an understanding of whether and how the cooccurrence of share repurchases and myopic marketing affects firm stakeholders such as investors and consumers. Using a large-scale cross-industry sample, the authors reveal that there is a higher share of firms cutting marketing investments among repurchasing firms than among nonrepurchasing firms. Furthermore, investors immediately respond negatively to myopic firms that also repurchase shares. Finally, repurchases and myopic marketing are also associated with an increase in product recalls. This first study to assess share repurchases through a marketing lens hence reveals negative effects on both the stock and the consumer markets.
Journal Article
Country branding research: a decade’s systematic review
The concept of country branding, also referred to as nation or place branding, involves the creation and management of a nation’s image and products to promote various aspects of its identity. This study conducted a systematic review of country branding studies based on articles published between 2010 and 2020. A total of 59 papers were obtained from electronic databases such as Scopus, search engines like Google Scholar, and publishers including Taylor and Francis, Emerald, Elsevier, and Wiley online, using a specific search criterion. Of the 59 articles, only 44 met the inclusion criteria and were included in this review. The results were organised using the theory, context, characteristics, and methods (TCCM) organising approach for systematic literature reviews. The study revealed two dominant research themes: ‘national branding campaign’ and ‘country of origin (COO). Most studies did not use any specific model and the qualitative method was the dominant research method used. The findings of this study provide a roadmap for understanding the literature on country branding and offer directions for future theory building.The concept of country branding emerged as a way for countries to showcase their identity and appeal to tourists. Specifically, positive worldwide perceptions can be created by country branding, which in turn encourages exports and draws in visitors, investors, and new residents. Most importantly, nation branding persuades other actors to accept and adopt certain thoughts and behavior through the use of reasoning or argument. This research examines the literature on the topic of country branding, also known as nation branding, from 2010 to 2020. The study’s overarching goals are to advance scholarship on country branding and to inform branding efforts in different nations. With the themes that have been identified in this study, this research has the potential to better inform policymakers and practitioners on the nature of country branding. The importance of a nation’s brand was emphasized as a major factor for governments to think about.
Journal Article
The Development of Marketing Management
There has been much discussion about the origin of marketing and marketing thought, and whether it was truly American in origin. Nevertheless, it is true that US marketing management thought was very influential throughout the world in the latter half of the twentieth century, becoming dominant after the Second World War. In order to recognize why and how this kind of thought developed in the USA, it is necessary to explore the historical contexts in which the marketing management thought was produced and developed at this time, as well as the contents of the thought. This work argues that while doubts about the US origin of marketing are acceptable, marketing management thought, which especially appeals to mass producers such as the USA, developed according to their particular needs. This book looks at the relationship between theories of marketing and the historical context in which they were developed, rescuing them from later generalizations that failed to take into account contemporary social and economic factors.
eBook