Tous les ebooks de la collection "Palgrave Studies in Marketing, Organizations and Society" - Palgrave Macmillan

6 Livre(s)
Télécharger le livre : From Marking Products to Marketing Brands
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From Marking Products to Marketing Brands
Ross D. Petty
This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little...

Editeur : Palgrave Macmillan
Parution : 2025-01-13
Collection : Palgrave Studies in Marketing, Organizations and Society
PDF, ePub

42,19 €
Télécharger le livre : The Customer Asset
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The Customer Asset
Neil Bendle , Shane Wang
This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to...

Editeur : Palgrave Macmillan
Parution : 2023-12-16
Collection : Palgrave Studies in Marketing, Organizations and Society
PDF, ePub

47,46 €
Télécharger le livre : Contemporary Trends in Marketing
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Contemporary Trends in Marketing
Satyanarayana Parayitam , Justin Paul , Aarti Saini
This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. It examines the newly emerging paradigms due to shifts in consumer behaviour and market responses arising from the COVID-19 crisis.The global...

Editeur : Palgrave Macmillan
Parution : 2023-08-22
Collection : Palgrave Studies in Marketing, Organizations and Society
PDF, ePub

147,69 €
Télécharger le livre : Visualizing Marketing
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Visualizing Marketing
S. Umit Kucuk
This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing concepts visually, and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are,...

Editeur : Palgrave Macmillan
Parution : 2023-03-21
Collection : Palgrave Studies in Marketing, Organizations and Society
PDF, ePub

158,24 €
Télécharger le livre : Marketing Effectiveness and Accountability in SMEs
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Marketing Effectiveness and Accountability in SMEs
Trevor A. Smith
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing...

Editeur : Palgrave Macmillan
Parution : 2022-09-27
Collection : Palgrave Studies in Marketing, Organizations and Society
PDF, ePub

94,94 €
Télécharger le livre : Financial Dimensions of Marketing Decisions
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Financial Dimensions of Marketing Decisions
David W. Stewart
This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More...

Editeur : Palgrave Macmillan
Parution : 2019-05-04
Collection : Palgrave Studies in Marketing, Organizations and Society
PDF, ePub

158,24 €