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Marketing - The Retro Revolution

2001-08-21 Business & Economics
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Release : 2001-08-21
Genre : Business & Economics
Kind : eBook
Book Rating : 511/5 ( reviews)

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Book Synopsis Marketing - The Retro Revolution by : Stephen Brown

Download or read book Marketing - The Retro Revolution written by Stephen Brown. This book was released on 2001-08-21. Available in PDF, EPUB and Kindle. Book excerpt: The rise of retro has led many to conclude that it represents the end of marketing, that it is indicative of inertia, ossification and the waning of creativity. Marketing — The Retro Revolution explains why the opposite is the case, demonstrating that retro-orientation is a harbinger of change and a revolution in marketing thinking. In his engaging and lively style, Stephen Brown shows that the implications of today's retro revolution are much more profound than the existing literature suggests. He argues that just as retro-marketing practitioners are looking to the past for inspiration, so too students, consultants and academics should seek to do likewise.

Writing Marketing

2005-09-15 Business & Economics
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Release : 2005-09-15
Genre : Business & Economics
Kind : eBook
Book Rating : 663/5 ( reviews)

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Book Synopsis Writing Marketing by : Stephen Brown

Download or read book Writing Marketing written by Stephen Brown. This book was released on 2005-09-15. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is a very diverse discipline, dealing with everything from the costs of globalization to the benefits of money-back guarantees. However, there is one thing that all marketing academics share. They are writers. They publish or perish. Their careers are advanced, and their reputations are enhanced, by the written word. Despite its importance, writing is rarely discussed, much less written about, by marketing scholars. It is one of the least understood, yet most significant, academic competencies. It is a competency in need of careful study. Writing Marketing is the first such study. It offers a detailed reading of five renowned marketing writers, ranging from Ted Levitt to Morris Holbrook, and draws lessons that can be adopted, with profit, by everyone else. Although it is not a `how to' book – there are no lengthy lists of dos and don’ts – Writing Marketing reveals that the `rules' of good writing are good for nothing. Written by Stephen Brown, whose own writing skills are much commented upon, Writing Marketing is insightful, illuminating and iconoclastic. It is a must read for every marketing academic, irrespective of their methodological inclinations or philosophical preferences.

The Marketing Book

2012-05-04 Business & Economics
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Release : 2012-05-04
Genre : Business & Economics
Kind : eBook
Book Rating : 924/5 ( reviews)

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Book Synopsis The Marketing Book by : Michael Baker

Download or read book The Marketing Book written by Michael Baker. This book was released on 2012-05-04. Available in PDF, EPUB and Kindle. Book excerpt: This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now broaches the following 'new' topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * Integrated marketing communications * measurement of marketing effectiveness * Postmodern and retro-marketing * Relationship marketing * Retailing Like its predecessors, the 'Marketing Book 5th edition' is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.

Celebrity, Convergence and Transformation

2017-07-28 Business & Economics
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Release : 2017-07-28
Genre : Business & Economics
Kind : eBook
Book Rating : 698/5 ( reviews)

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Book Synopsis Celebrity, Convergence and Transformation by : Douglas Brownlie

Download or read book Celebrity, Convergence and Transformation written by Douglas Brownlie. This book was released on 2017-07-28. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and culture. It unpacks the identity theoretics which have their origins in the turn to celebrity culture and the spectacle and glamour of mass-media practices. In doing so, the contributors hint at new forms of individuation where the line between the virtual and the actual is blurred, and where images of celebrities construct and deconstruct themselves. This book was originally published as a special issue of the Journal of Marketing Management.

Hospitality Marketing

2013-06-17 Business & Economics
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Release : 2013-06-17
Genre : Business & Economics
Kind : eBook
Book Rating : 554/5 ( reviews)

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Book Synopsis Hospitality Marketing by : David Bowie

Download or read book Hospitality Marketing written by David Bowie. This book was released on 2013-06-17. Available in PDF, EPUB and Kindle. Book excerpt: This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasises topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities.

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