Cases in Consumer Behaviour provides a bridge between course textbooks and key real-world examples. The case studies covered here provide an insight into how a diverse range of businesses operate and respond to challenges and opportunities.
Book
Edited by Oxford University Press
Cases in Marketing provides a bridge between course textbooks and key real-world examples. The case studies covered here provide an insight into how a diverse range of businesses operate and respond to challenges and opportunities.
Book
Edited by Oxford University Press
Cases in Strategic Marketing provides a bridge between course textbooks and key real-world examples. The case studies covered here provide an insight into how a diverse range of businesses operate and respond to challenges and opportunities.
Book
Isabelle Szmigin and Maria Piacentini
Consumer Behaviour consists of four parts. The first part looks at the historical and current perspectives on consumption. The second part presents a micro-view of consumption which includes examinations of decision-making and involvement, learning and memory, perceptual processes, attitude theory and behaviour change, and personality and motivation. The third part turns to a macro-view of consumption and considers groups, social processes, communication, culture, and patterns of buyer behaviour. The last part focuses on future trends in consumer behaviour.
Book
Paul Baines, Sophie Whitehouse, Paolo Antonetti, and Sara Rosengren
Fundamentals of Marketing introduces the most essential theories in marketing using a global range of case studies. Its first part focuses on customers and includes an examination of the principles of marketing, customer behaviour, and marketing research and customer insight. The second part is about designing and delivering a marketing strategy. It looks at the marketing environment and strategy, market segmentation, and market positioning. The third part is about implementing the marketing mix. It covers proposition and branding decisions, pricing and value creation, marketing communication, managing channels and distribution, and digital and social media marketing. The final part is about managing the marketing relationship and covers customer experience management and the relationship between marketing and ethics and sustainability.
Book
Kiefer Lee and Steve Carter
Global Marketing Management is composed of three parts. Part One is about understanding the global marketing environment. It includes discussions on changes and new challenges; the global marketing environment; understanding globalization; understanding global cultures and buyer behaviours; understanding global social and ethical issues; and opportunity analysis. The second part covers the development of global marketing strategies. This includes looking at market entry strategies and competitive advantage. This second part also looks at product and brand management, global services marketing, global communications, global supply chains and distribution, marketing relationships, and global pricing. The last part is about implementing and coordinating global market operations.
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Paul Baines, Sara Rosengren, and Paolo Antonetti
Marketing answers questions such as: How does Google support organizations in their transformation to digital marketing? How does the International Food Waste Coalition influence more sustainable behaviour? How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19? The text is made up of four parts. The first part looks at core principles, contexts, and customers, and includes discussion on business to business marketing, consumer buying behaviour, and the marketing environment. The second part is about marketing strategy. It looks at branding and market segmentation as well as international marketing and development. The third part is concerned with marketing tactics such as price and customer value, digital and social media marketing. The final part covers marketing and society which encompasses not-for-profit and social marketing, sustainability and ethics.
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Nigel Bradley
Marketing Research consists of four parts. Part 1 looks at research preparation. Part 2 is about data collection. It examines secondary data, primary data, sampling, questionnaires, qualitative research, and quantitative research. Part 3 is about analysis and communication. Part 4 looks at the marketing research context which includes business-to-business research, international research, audience and advertising research, and web metrics.
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Larry Percy and Richard Rosenbaum-Elliott
Strategic Advertising Management is made up of five parts. The first part acts as an overview of advertising and promotion, and asks what is advertising and promotion? It looks at advertising across cultural borders. The next part is about planning considerations. The third part looks at developing a strategic plan. It talks about selecting the target audience, understanding their decision-making processes, determining the best position, developing a communication strategy, the media strategy, and digital media. Part Four is about how to make the strategy work. It looks at creative tactics and execution. The last part covers integrating advertising and promotion.
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Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan
Strategic Brand Management is made of three parts. Part 1 is about the sociocultural meaning of brands. It looks at understanding the social psychology of brands, emotion and brands, the symbolic meaning of brands, and cultural meaning of systems and brands. The second part looks at brand equity and brand building. Chapters in this section look at brand equity, brand communication, and brand performance. The third part covers managing brands and looks at brand strategies, brand innovation and digital media, brand portfolio management, and people as brand touchpoints.
Book
Douglas West, John Ford, Essam Ibrahim, and Matteo Montecchi
Strategic Marketing provides an in-depth analysis of strategic marketing as it exists today. This new edition includes case studies and examples including the rise of Disney＋, the use of artificial intelligence in marketing, and small-scale innovators in India. The text examines the latest research and explores socio-political issues, such as the Black Lives Matter movement and the global COVID-19 pandemic, underlining the importance of such to marketers. The text is made up of four parts. The first part asks: where are we now? It provides the tools by which to look at the current situation for the strategic marketeer. The second part then looks at where we want to be. It considers segmentation, targeting, and positioning and also branding strategies. The next part is about how to get to where we want to be. This part includes detailed analysis of product innovation, pricing and distribution strategies, marketing communications, and social and ethical strategies. The last part asks: did we get there? It examines strategy and metrics.
