Welcome to our book review site go-pdf.online!
You may have to Search all our reviewed books and magazines, click the sign up button below to create a free account.
Business-to-Business Brand Management
Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
Business-to-Business Marketing Management
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.
Handbook of Research on Customer Engagement
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
Customer Loyalty and Brand Management
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, und...
Sport Teams, Fans, and Twitter
A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.
Business Administration (Production & Operation Management)
Production and Operations Management in business administration focuses on planning, controlling, and improving processes to efficiently manufacture products or deliver services, optimizing resources and customer satisfaction.
A New Paradigm in Marketing – The Service Dominant Logic: Academia’s Reactions to the Theory of Vargo and Lusch
For virtually all of the 20th century, the paradigm in marketing was founded on early economic thoughts, making goods and exchanges the focal point of economic research and practice. In the 1980s and 1990s, scholars called for a paradigm shift, but did not deliver clear directives on how to move forward. It was not before 2004 when Stephen L. Vargo and Robert F. Lusch published their award-winning article Evolving to a New Dominant Logic for Marketing in the Journal of Marketing, dealing with a potentially new paradigm for marketing. The publication has caused a lot of discussions, crowned by a collection of essays from more than 50 scholars in 2006. This book aims at looking into the reactions and discussions regarding the proposed service-dominant logic in more detail. So far, no comprehensive overview of the existing literature has yet been made. This book will introduce the basic ideas of the service-dominant logic, followed by a detailed state-of-literature. The last part of the book will examine whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets.
Marketing Theory
Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings
Public Opinion
Public Opinion is a comprehensive and multidisciplinary examination of public opinion in the United States. Drawing on scholarship in political science, psychology, sociology, and communications, the authors explore the nature of political and social attitudes in the United States and how these attitudes are shaped by various institutions, with an emphasis on mass media. The book also serves as a provocative starting point for the discussion of citizen moods, political participation, and voting behavior. Feature boxes and illustrations throughout help students understand all aspects of the elusive phenomenon we call public opinion. The third edition has been thoroughly revised and updated to reflect how public opinion is studied today, and to incorporate current data and debates. The book now contains two revised and reframed theory chapters—“Group Membership and Public Opinion” and “Public Opinion and Social Process”—as well as new coverage of the influence of online and social media on public opinion, especially in issue opinions and campaigns.
