The 20 Ps of Marketing: A Complete Guide to Marketing Strategy by
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 Haagen-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.
Advertising by Design: Generating and Designing Creative Ideas Across Med by
A real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillaries include PowerPoint slides and quizzes bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age. Master the fundamentals of advertising design for a range of media channels Integrate print, web, social media, and more to convey an engaging story Jumpstart your creativity with lessons from top creative directors Build your knowledge base around the reality of modern advertising Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands.
eMarketing: The Essential Guide to Marketing in a Digital World by
The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimize structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.
Marketing in a Digital World by
Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.
Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever by
The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool' to their advertising are due for a rude awakening. Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millennials: - Value social networking and aren't shy about sharing opinions - Refuse to remain passive consumers-they expect to participate in product development and marketing - Demand authenticity and transparency - Are highly influential-swaying parents and peers - Are not all alike-understanding key segments is invaluable Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come. "
The New Rules of Marketing and PR: How to Use Social Media, Blogs, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by
The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns. This fifth edition--the most extensively revised edition yet--includes: Dozens of compelling case studies with revisions Real-world examples of content marketing and inbound marketing strategies and tactics A fresh introduction A new chapter on sales and service Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business. David Meerman Scott is a marketing strategist, bestselling author of ten books--including three international bestsellers--advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.
Full text eJournals are searchable through the library catalog or on the eJournals page.
Circulating books may be checked out in 3 week intervals.
Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love by
Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Sales force of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore - right? Actually, it turns out that the world's most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the "customer success" category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn't yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share--especially if someone will lead them. Identify the "go" and "no go" signals for category creation in your business. Activate customers and influencers as brand ambassadors. Grow a community by investing in live events and experiences. Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.
Marketing Ethics by
Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity. A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency
The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by
The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns. This fifth edition--the most extensively revised edition yet--includes: Dozens of compelling case studies with revisions Real-world examples of content marketing and inbound marketing strategies and tactics A fresh introduction A new chapter on sales and service Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business. David Meerman Scott is a marketing strategist, bestselling author of ten books--including three international bestsellers--advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world′s largest information companies.
Ogilvy on Advertising in the Digital Age by
From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.
Principles of Business: Marketing by
Provides students and researchers with easy-to-understand entries on hundreds of important terms, principles and concepts allow readers to develop a deeper understanding of the field. Marketing is used by all industries--business, retail, software, manufacturing, the media--any company with a product or service to sell needs marketing support. Principles of Business: Marketing provides easy-access to the essentials of marketing--advertising, copy writing, social media, branding--are all covered here. These 100 easy-to-understand entries walk students and researchers through the process that is marketing, to give readers a better understanding of what is involved in marketing a product or service. Principles of Business: Marketing provides need-to-know information on the fundamentals of marketing, including: Advertising Management Behavioral Economics Brand Management Buyer Behavior Corporate Sponsorships Crowdfunding Effective Media Coverage Entrepreneurial Marketing Internet Marketing Strategies Marketing Methods Multimedia Product Placement New Product Management Price Analysis Principles of Retailing Product Life Cycle Promotional Policies Public Relations Social Media & Business Sustainable Competitive Advantage Principles of Business: Marketing provides readers with ample material to develop a better understanding of the essentials of marketing. For those who are considering a career in sales or marketing, this title is a must. Plus, job seekers with a solid understanding of the fundamentals of marketing will have an advantage when applying for a job in any industry.
Strategic Copywriting: How to Create Effective Advertising by
When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising--whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms--are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works--or not--and why.
Books from the reference section are available for in library use, or are available for online viewing.
Advances in Electronic Marketing by
There are many challenges facing organizations today as they incorporate electronic marketing methods into their strategy. Advances in Electronic Marketing examines these challenges within three major themes: the global environment, the strategic/technological realm, and the buyer behavior of online consumers. Each chapter raises important issues, practical applications, and relevant solutions for the electronic marketer. Advances in Electronic Marketing not only addresses Internet marketing and the World Wide Web, but also other electronic marketing tools, such as geographic information systems, database marketing, and mobile advertising. This book provides researchers and practitioners with an updated source of knowledge on electronic marketing methods.
