The Art And Science Of Marketing

Author : Grahame Robert Dowling
Publisher : Oxford University Press, USA
ISBN 13 : 9780199269617
Total Pages : 476 pages
Book Rating : 4.10/5 ( download)

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Download or read book The Art and Science of Marketing written by Grahame Robert Dowling and published by Oxford University Press, USA. This book was released on 2004 with total page 476 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behavior, etc.) to provide insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process, it questions the usefulness of some of the more recent marketing fads. Clearly written and presented the book is ideal for advanced and professional students of marketing as well as marketing professionals.

Author : D. V. L. Smith
Publisher : John Wiley & Sons
ISBN 13 : 0470020296
Total Pages : 248 pages
Book Rating : 4.96/5 ( download)

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Download or read book The Art and Science of Interpreting Market Research Evidence written by D. V. L. Smith and published by John Wiley & Sons. This book was released on 2004-05-14 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions. "This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. A must-read for anyone getting to grips with 21st century market research." Virginia Valentine, Semiotic Solutions

Author : L. Gill
Publisher : Springer
ISBN 13 : 1137510455
Total Pages : 234 pages
Book Rating : 4.57/5 ( download)

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Download or read book Capture the Mindshare and the Market Share Will Follow written by L. Gill and published by Springer. This book was released on 2017-03-08 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Capture the Mindshare and the Market Share Will Follow reveals how strong branding creates awareness, provides authentic value, motivates others to act, and builds long-term customer loyalty based on trust and respect. Author Libby Gill helps businesses define and articulate their unique brand promise by exploring case studies and client success stories to help readers master the Six Core Mindshare Methods, including concepts to Clarify, Commit, Collaborate, Connect, Communicate, and Contribute.Readers will see their relationships deepen, opportunities expand, and careers flourish as they learn to differentiate themselves in a competitive environment by promising and delivering massive value.

Author : Cynthia Johnson
Publisher : Lorena Jones Books
ISBN 13 : 0399581375
Total Pages : 226 pages
Book Rating : 4.73/5 ( download)

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Download or read book Platform written by Cynthia Johnson and published by Lorena Jones Books. This book was released on 2019-02-05 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The indispensable guide to developing a personal brand, building an audience, and nurturing followers, by digital marketing thought-leader Cynthia Johnson. In the modern world, influence is everything and personal branding equals influence. Platform is the why-to, how-to handbook by top expert Cynthia Johnson for everyone who wants to develop and manage a personal brand. In Platform, Johnson explains the process of going from unknown to influencer by achieving personal proof, social proof, recognition, and association. Johnson herself went from an on-staff social media manager to social media influencer, entrepreneur, and marketing thought-leader in just three years using her process of accelerated brand development, continuous brand management, and strategic growth. Fans of #GirlBoss and #AskGaryVee, who wonder how their favorite influencers found their voices and built their audiences, will find the answers here and discover that the process is technical, creative, tactical, and much easier than they might have expected.

Author : Walid Mahroum
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.21/5 ( download)

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Download or read book The Art and Science of Marketing written by Walid Mahroum and published by . This book was released on 2023-04-28 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: About this book Welcome to "The Art and Science of Marketing," a comprehensive guide to the dynamic and evolving field of marketing. This book explores the latest trends, strategies, and techniques used by businesses to create, deliver, and promote products or services to customers in today's fast-paced, digital landscape. With a focus on both the art and science of marketing, we examine the importance of understanding customer needs and preferences and developing effective strategies to meet those needs. From social media marketing to content creation, advertising to data analytics, we cover all aspects of marketing and provide practical advice and insights for businesses looking to stay ahead of the curve. As marketing continues to evolve and adapt to changes in technology, consumer behavior, and market trends, businesses need to be strategic and focused in their approach. We explore the various channels and platforms available, both traditional and digital, and provide guidance on finding the right balance to reach a wide audience and build a strong brand. Another key aspect of marketing is customer engagement, and we delve into the importance of creating a personalized experience that speaks to the needs and interests of customers. We discuss how building relationships that go beyond a simple transaction can lead to long-term success and brand loyalty. Ultimately, the goal of marketing is to create value for both the customer and the business. Through the insights and practical advice provided in this book, businesses of all sizes can develop effective marketing strategies and build strong brands that achieve long-term success.

Author : Chris Goward
Publisher : John Wiley & Sons
ISBN 13 : 1118463838
Total Pages : 389 pages
Book Rating : 4.33/5 ( download)

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Download or read book You Should Test That written by Chris Goward and published by John Wiley & Sons. This book was released on 2012-12-21 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn how to convert website visitors into customers Part science and part art, conversion optimization is designed to turn visitors into customers. Carefully developed testing procedures are necessary to help you fine-tune images, headlines, navigation, colors, buttons, and every other element, creating a website that encourages visitors to take the action you seek. This book guides you through creating an optimization strategy that supports your business goals, using appropriate analytics tools, generating quality testing ideas, running online experiments, and making the adjustments that work. Conversion optimization is part science and part art; this guide provides step-by-step guidance to help you optimize your website for maximum conversion rates Explains how to analyze data, prioritize experiment opportunities, and choose the right testing methods Helps you learn what to adjust, how to do it, and how to analyze the results Features hands-on exercises, case studies, and a full-color insert reinforcing key tactics Author has used these techniques to assist Fortune 500 clients You Should Test That explains both the "why" and the "how" of conversion optimization, helping you maximize the value of your website.

Author : Dan Zarrella
Publisher : Wiley
ISBN 13 : 9781118138274
Total Pages : 208 pages
Book Rating : 4.79/5 ( download)

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Download or read book The Science of Marketing written by Dan Zarrella and published by Wiley. This book was released on 2013-04-22 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific marketing research delivers proven marketing tactics and tips The Science of Marketing applies a scientific approach to the way businesses and brands approach marketing. It uses a combination of marketing, statistical, and psychological research to explain why and, more importantly, how, companies should adapt marketing strategies such as blogging, social media, email marketing, and webinars to achieve maximium results. The book contradicts what the author calls the "unicorns and rainbows" strategy that simply encourages companies to love their customers and hug their followers. Instead, the book offers more substantial, proven tactics and tips gathered through scientific research and techniques. Lists what time of day and what day of the week the most retweets occur Explains why weekends are best for Facebook sharing, which blog posts lead to comments, why early mornings are best for emails, and how to blog to acquire links Describes how to avoid crowding your content The Science of Marketing provides the research and tools to help you make a stronger impact in the digital marketing space.

Author : 장대련(DEA RYUN CHANG)
Publisher : Yonsei University Press
ISBN 13 : 8968501076
Total Pages : 326 pages
Book Rating : 4.74/5 ( download)

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Download or read book Mastering Noon Nopi written by 장대련(DEA RYUN CHANG) and published by Yonsei University Press. This book was released on 2015-09-07 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: 눈높이 연마하기: 아시아 마케팅의 접근을 위한 예술과 과학 세계에서 가장 높은 성장률을 자랑하는 아시아에서 마케팅은 과연 어떻게 접근해야 하는 것인가? 본 저서, [눈높이 연마하기]는 바로 그 과제에 대한 해법을 제공한다. [눈높이]는 한국말로 단순히 사람이 바라보는 수준으로 이해가 되지만 본 저서에서는 이 보다 더 넓은 의미로 마케팅의 본질을 뜻한다. 즉 본 저서는 기업이 소비자들의 관점을 이해하면 시장을 더 쉽게 헤아릴 수 있다는 철학을 담고 있다. 저자는 [눈높이 연마하기]를 통하여 근 30년간 마케팅 강의, 연구, 기업 자문 활동으로 터득한 경험과 인사이트를 독자들과 공유 한다. 저자는 한국 외에 필란드, 호주, 홍콩, 싱가포르 등에서 강의를 하였을 뿐만 아니라 어렸을 때 외교관 자녀로써 여러 국가에서 성장하였다. 이 같은 종합적 경험으로 저자는 다양한 환경에서 [눈높이]를 맞출 수 있는 글로벌한 안목을 키웠다. 본 저서는 딱딱한 이론에만 치우쳐져 있지 않고 저자의 풍부한 경험담과 마케팅 일화를 담고 있다. [눈높이 연마하기]는 마케팅 실무는 물론 개인 브랜딩을 하려는 독자에게도 유익한 지침서가 될 수 있다. 또한 보너스로 저자가 지난 5년간 수시로 기고한 Harvard Business Review Online 경영논평과 아시아 마케팅 관련 주요 논문과 사례가 포함되어 있다. 본서를 토대로 저자는 세계 제일 큰 공개인터넷강의(MOOC) 사이트인 코세라(coursera.org)에 “International Marketing in Asia”라는 강의를 개설하였고 170여 개의 국가에서 본 강의가 수강되고 있다. PART I WHAT IS MARKETING PART II MARKETING STRATEGY PART III CUSTOMER CATEGORIES in Asian Marketing PART IV MARKET SELECTION PART V MARKET SELECTION PART VI / APPENDIX HBR BLOGS & READINGS Mastering Noon Nopi: The Art & Science of Marketing in Asia How does one approach Marketing in Asia, the fastest growing economic region in the world? That is the key question that is answered in “Mastering Noon Nopi: The Art & Science of Marketing in Asia.” Noon Nopi, a word from Korean, means “Eye Level” but the author uses it more broadly to signify the essence of Marketing. The Noon Nopi concept is used throughout the book to convey how companies need to understand their markets through the lenses of consumers. The author brings nearly 30 years of teaching, research and consulting experience and insight about Marketing into the book. He has taught Marketing in Korea, Finland, Australia, Hong Kong and Singapore. He was also raised as a child of diplomats and lived in many countries. The combined experience therefore allows the author to have a unique global perspective of how the “Eye Level” matching can be achieved. The author offers rich personal accounts and anecdotes to illustrate how one’s ability to fine tune his or her “Noon Nopi” can be an asset not just in business but also in life such as in individual branding. Even though the book is focused on Asia, many of the analytical tools offered in “Noon Nopi” can be applied to marketing problems anywhere. As an added bonus, the book includes the author’s many Harvard Business Review Online opinion pieces as well as a key article and case on Asian Marketing. The author has now launched a MOOC (Massive Open Online Course) called “International Marketing in Asia” based on this book on the world’s largest platform Coursera and has learners from over 170 countries.

Author : Virginija Jurėnienė
Publisher : Nova Science Publishers
ISBN 13 : 9781536183269
Total Pages : 350 pages
Book Rating : 4.61/5 ( download)

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Download or read book Art Marketing written by Virginija Jurėnienė and published by Nova Science Publishers. This book was released on 2020 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The textbook ART MARKETING is for university and college students who study art management or cultural management, creative industries, or management of creative activities. It is also essential for artists who wish to act in the arts market without agents (galleries, art managers), i.e., to carry out self-management. For an artist, this will become a tool for his/her establishment to act in the arts market because it talks about creating and maintaining a personal brand and further development of storytelling in branding. It is also relevant for arts and cultural organisations because brands help to attract audiences. The most complex task is to figure out how to attract and engage audiences. The textbook provides answers to many relevant questions on marketing subtleties for organisations acting in the global world and modern-day arts market by providing systemic theoretical knowledge that forms various skills (analysis, synthesis, abstraction, etc.). The book analyses various types of art marketing with diverse local and global examples (second chapter). The first chapter presents a detailed analysis of the constituents of the art marketing complex, whereas the third chapter introduces a discussion about the arts market and its constituents, peculiarities of postmuseum activities and virtual reality in contemporary art"--

Author : Giep Franzen
Publisher : Routledge
ISBN 13 : 1317454677
Total Pages : 588 pages
Book Rating : 4.70/5 ( download)

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Download or read book The Science and Art of Branding written by Giep Franzen and published by Routledge. This book was released on 2015-02-12 with total page 588 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.