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The Marketing Matrix

2013 Business & Economics
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Release : 2013
Genre : Business & Economics
Kind : eBook
Book Rating : 617/5 ( reviews)

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Book Synopsis The Marketing Matrix by : Gerard Hastings

Download or read book The Marketing Matrix written by Gerard Hastings. This book was released on 2013. Available in PDF, EPUB and Kindle. Book excerpt: In this compelling book, Gerard Hastings shines a light on the obsessive marketing techniques that are employed by crack marketing managers worldwide and explains how these not only feed the spectre of ever-growing levels of consumption, but also cause great social, economic and environmental problems. An accessible book which will be of interest across the social sciences and in particular for those marketing students who'd prefer a critical perspective to the standard ritualization of their discipline.

Marketing by Matrix

1993 Business & Economics
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Release : 1993
Genre : Business & Economics
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Marketing by Matrix by : Malcolm McDonald

Download or read book Marketing by Matrix written by Malcolm McDonald. This book was released on 1993. Available in PDF, EPUB and Kindle. Book excerpt:

The Marketing Matrix

2013-05-02 Business & Economics
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Release : 2013-05-02
Genre : Business & Economics
Kind : eBook
Book Rating : 918/5 ( reviews)

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Book Synopsis The Marketing Matrix by : Gerard Hastings

Download or read book The Marketing Matrix written by Gerard Hastings. This book was released on 2013-05-02. Available in PDF, EPUB and Kindle. Book excerpt: In the hands of the corporate sector, marketing has turned us into spoilt, consumption-obsessed children who are simultaneously wrecking our bodies, psyches and planet. Given the fiduciary duties of the corporation, notions like consumer sovereignty, customer service and relationship building are just corrosive myths that seduce us into quiescence, whilst furnishing big business with unprecedented power. Corporate Social Responsibility, the ultimate oxymoron, and its country cousin, Cause Related Marketing, are just means of currying favour amongst our political leaders and further extending corporate power. So it is time to fight back. As individuals we have enormous internal strength; collectively we have, and can again, change the world (indeed marketing itself is a function of humankind’s capacity to cooperate to overcome difficulties and way predates its co-option by corporations). From the purpose and resilience Steinbeck’s sharecroppers (‘we’re the people – we go on’), through Eisenhower’s ‘alert and knowledgeable citizenry’ to Arundhati Roy’s timely reminder about the wisdom of indigenous people ‘are not relics of the past, but the guides to our future’, there are lots of reasons for optimism. If these talents and strengths can be combined with serious moves to contain the corporate sector, it is possible to rethink our economic and social priorities. The book ends with a call to do just this. This compelling and accessible book will be of interest across the social sciences and humanities – and indeed to anyone who has concerns about the current state of consumer society. It will also be particularly useful reading for those marketing students who'd prefer a critical perspective to the standard ritualization of their discipline.

Data-Driven Marketing

2010-02-08 Business & Economics
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Release : 2010-02-08
Genre : Business & Economics
Kind : eBook
Book Rating : 544/5 ( reviews)

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Book Synopsis Data-Driven Marketing by : Mark Jeffery

Download or read book Data-Driven Marketing written by Mark Jeffery. This book was released on 2010-02-08. Available in PDF, EPUB and Kindle. Book excerpt: NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

The 20 Ps of Marketing

2013-12-03 Business & Economics
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Release : 2013-12-03
Genre : Business & Economics
Kind : eBook
Book Rating : 077/5 ( reviews)

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Book Synopsis The 20 Ps of Marketing by : David Pearson

Download or read book The 20 Ps of Marketing written by David Pearson. This book was released on 2013-12-03. Available in PDF, EPUB and Kindle. Book excerpt: Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterized by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethics. As the business landscape has transformed so have the fundamental areas marketers need to master to succeed. The 20 Ps of Marketing provides a thorough guide to marketers at all levels of the new elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; partnerships; passion and more. Combining practical advice with case studies it covers brands that have changed the game through mastery of the 20 Ps such as Häagen-Dazs and Sony, and others, such as Kodak, who got left behind. This essential guide to the current face of marketing strategy provides marketers with a thorough and valuable grounding to the new fundamentals of marketing.

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