Marketing

	Marketing Your Business John West wood        9780749462710        PB            264pp        Rs 295.00 Description: Although the basic principles and theories of marketing haven’t changed, many of the tools have. With new reliance on online tools to get results, it’s more important than ever for businesses to be up-to-date on the latest techniques. Marketing Your Business covers all of these aspects of marketing to develop a strategy and increase profit, including detailed advice on how to carry out market research in the digital age and how to use the resulting information to develop specific objectives and strategies. It explains how to: • use the internet • set up websites and online shops • use traditional and online public relations including social media • plan advertising and sales promotion campaigns • prepare sales literature • manage exhibitions Also with practical advice and tips on getting into exporting as well as a thorough explanation of the new marketing concept Application Selling,Marketing Your Business is an all-in-one guide to everything you need to know about marketing today. Contents: Introduction • Marketing - the basics • How does marketing differ from selling? • Product • Price • Promotion • Place • Marketing planning • Summary • The effective use of marketing research • Why is marketing research necessary? • Methods of obtaining data for market research • Field research • Desk research • Product and statistical information • Consumer information • How to plan your marketing research • Practical examples • Summary • Situation analysis • Internal market research • Market segmentation • Information checklists • How to present the information • Situation analysis • Setting marketing objectives • Marketing strategies • Action plans • Summary • Websites and e-commerce • Websites • Setting up a website • Internal websites (Intranets) • Setting up an online shop • Other useful website tools • Social media • What does the future hold? • Summary • The role of public relations in the internet age • The PR resource • The public relations programme - objectives and strategies • Some tools used in public relations • Key channels of communication used in public relations • Online public relations • Other roles of public relations • Summary • Channels to market • Marketing channels • Physical distribution, warehousing and factory location • Examples of strategies for distribution • Summary • Advertising and sales promotion • Advertising • Online advertising • Planning your advertising campaign • Sales promotion • Examples of strategies for advertising and sales promotion • Summary • Promotional materials, presentations and exhibitions • Sales literature • Presentations • Exhibitions • Examples of strategies involving exhibitions • Summary • Products and pricing • The product portfolio • Examples of product strategies • Product pricing • Examples of pricing strategies • Launching a new product • Summary • Application selling • The concept • Preparation of key material • Preparing the application manual, customer and training presentations • The introduction programme • Summary • Getting into overseas markets • The benefits of exporting • Assistance for exporters • Overseas markets • Individual export markets • Summary • Index.
	Marketing Communications 5th edn Smith & Zook        9780749461935       PB          504pp        Rs 1495.00 Description: Marketing Communications explores all aspects of marketing including: • social media • advertising • PR • sponsorship • direct selling • websites The fifth edition of this best-selling text has been significantly updated to include the new communication tools now available to marketing professionals. Heralding the emergence of social media as a "marketing revolution", the book integrates offline tools with online tools and, of course, social media. This book opens up new opportunities for marketers to raise their game, and ultimately deliver better results. Marketing Communications covers every aspect of marketing communications in a unique, challenging, and often entertaining, style. This European text, has been referred to by the Chartered Institute of Marketing as a "marketing major" alongside the world"s best American authors. With a plethora of examples and new case studies, as well as online support material for lecturers and students, this essential textbook will guide you through everything you need to know about the changing face of marketing. Contents: PART ONE: Communications Background and Theories • New marketing communications • The revolution has started • Marketing utopia has arrived • The ladder of engagement • The race is on • References and further reading • Further information • Branding •Introduction to branding • Brand components • The branding process • Brand summary and the challenges ahead • Conclusion • References and further reading • Customer relationship management • Introduction to CRM • CRM components required • CRM creation and maintenance • CRM summary and challenges • References and further reading • Further information • Customer psychology and buyer behaviour •Introduction to understanding customer buying behaviour • Models of buyer behaviour • The intervening psychological variables • Summary and conclusion • Appendix .: Hofacker"s online information processing • Appendix .: The post-PC customer • References and further reading • Further information • Customer communications theory • Introduction to communications theory • Communications models • Future communications models • References and further reading • Further information . • Marketing communications research • Introduction to market research • Types of research • The market research process • In conclusion • References and further reading • Further information • Media buying and planning • Introduction - the challenge of the media mix • Which medium? • Which media and which vehicle? • Summary • References and further reading • Further information • Marketing communications agencies • Agency types • Agency structure • Agency remuneration • Agency relationships - selection and retention • References and further reading • Further information • International marketing communications • The globalization of markets • International difficulties • International mistakes • Strategic global options • In conclusion • References and further reading • The marketing communications plan • Outline marketing communications plan: the SOSTAC@ planning system • Situation analysis • Objectives • Strategy • Tactics • Action • Control • References and further reading • Further information • The changing communications environment • Introduction • Politics (regulations and laws) • Economics • Social change • Technology • Summary • References and further reading • Further information PART TWO: Communications Tools • Selling, sales management and key account management • Introduction • Managing the sales force • Extending the sales force • Advantages and disadvantages • Summary • References and further reading • Further information •Advertising online and offline • Introduction • New advertising • Managing an advertising campaign • Case study .: T-Mobile • Case study .: HEA drug education • Advantages and disadvantages • References and further reading • Further information • Publicity and public relations - online and offline • Introduction • New and old PR tools • Advantages and disadvantages of PR • Case study .: Virgin Mobile"s new tariff • Case study .: Meet the Stars in a Muzu.TV intimate environment • Advantages and disadvantages summary • References and further reading • Further information • Sponsorship - online and offline • Introduction • New and old sponsorship tools • Managing a sponsorship programme • Advantages and disadvantages of sponsorship • Case study .: TSB"s Roy of the Rovers • Advantages and disadvantages summary • References and further reading • Further information • Sales promotions - online and offline • Introduction • New sales promotions • Managing a sales promotion • Case study .: The V&A digital art promotion • Case study .: Rap anti-knife campaign • Case study .: Muzu.TV film soundtrack promotion • Advantages and disadvantages • References and further reading • Further information • Direct mail - online and offline •Introduction to direct mail (and e-mail) • Opt-in e-mail and mobile messaging • - Managing a direct mail campaign • Case study .: Acronis automated marketing campaign • Advantages and disadvantages • References and further reading • Further information • Exhibitions - online and offline • Introduction • Managing exhibitions • 12 reasons for poor performance • Case study .: Sedgwick at RIMS Monte Carlo • Advantages and disadvantages • References and further reading • Further information • Merchandising and point of sale • Introduction • Merchandising tools • Retail strategies • Measuring merchandising effectiveness • Case study .: Thomson Tours • Advantages and disadvantages • References and further reading • Further information • Packaging • Introduction • The designer"s tools • The packaging design process • Case study .: Brand range development in India • Advantages and disadvantages • References and further reading • Further information • Websites and social media • Successful websites • Case study: Times Online microsite - Brian Clough, The Damned United • Case study: American Greetings e-cards - the LiveBall system • Successful social media • Case study .: Using social media (and UGC movies) to help 11 – to 15-year-olds to stop smoking • Case study: Minime - a new social networking app to reduce cancer from sun bed abuse • Advantages and disadvantages • Conclusion • References and further reading • Further information • Index.
	Marketing Accountability  Malcolm MacDonald, Peter Mouncey       9780749462635      PB          240pp        Rs 495.00 Description: No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today, Marketing Accountability is based on years of research at Cranfield School of Management and it introduces a marketing metrics model that shows not only how marketing systematically contributes to shareholder value but also provides a metric-based framework for developing and implementing marketing strategies that are measurable and accountable, The key steps in the model are described in detail plus the process for practically applying it, as well as key areas that need to be considered such as:   • why a company-wide data management strategy is a vital foundation to measuring the value added by marketing strategy • how to develop and implement a measurable marketing strategy and allocate resources appropriately • how to become the first choice for the customers you want • the importance of engaging other functions in developing and implementing the marketing plan to achieve results and ensure accountability Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, It will empower marketers to justify and defend their plans to both CEOs and their CFOs. Contents: Introduction • It’s tough at the top - CEOs are finally demanding accountability for marketing expenditure • The growing importance of intangible assets • The marketing investment time lag and profit and loss accounts • The tyranny of forecasts and budgets and the consequences • References • Strategic marketing planning - a brief overview • Introduction • Positioning marketing planning with marketing • The marketing planning process • How formal should this process be? • What should appear in a strategic marketing plan? • How the marketing planning process works • Guidelines for effective marketing planning • Twelve guidelines for effective marketing • Conclusions • References • A three-level marketing accountability framework Summary • Introduction • A three-level marketing accountability framework • Three distinct levels for measuring marketing effectiveness • Level 2: linking activities and attitudes to outcomes • Level 3: micro measurement • A process of Marketing Due Diligence • What is the connection between marketing and shareholder value? • What is the Marketing Due Diligence diagnostic process? • Implications of the Marketing Due Diligence process • The linkage of strategy risk to shareholder value • The risk and return relationship • A focus on absolute returns rather than risk • Alignment with capital markets • Turning Marketing Due Diligence into a financial value • Highlighting deficiencies and key risks • Implications for users • The Marketing Metrics model and process • Introduction • Overview of the Marketing Metrics model • Implementing the Marketing Metrics model • The workshop team • Segmentation - the basic building block for markets • Introduction • Markets we sell to • Stage I - defining the market • Stage 2 - who specifies what, where, when and how • Case studies • Segmentation and the Metrics model References • How to become the forst choice for the customers you want • What are impact factors? • Qualifying factors • Competitive advantage factors (CAFs) • Productivity factors • Analysing impact factors: a strategy-based alternative • Impact factors: using ‘gap’ analysis for creating organizational alignment • Helpful pointers • Turning strategy into action, and measuring outcomes • Developing action plans • Developing the budget • Budget templates • Establishing linkages • In conclusion • Delivering accountability - finalizing the metrics strategy • Developing metrics that matter • Auditing for success • Bringing it all together • Why data quality can make or break accountability • The importance of data quality • Are data the weakest link in your marketing strategy? • Data and competitive advantage • Data literacy • Challenges to data integration • Creating a business case (return on investment) for data quality • Creating insight • Technology • Success factors • Identifying the cost of poor data quality • Data management strategy • Why an enterprise-wide approach to data management is vital • Developing an enterprise-wide information strategy • Data governance • Measuring the effectiveness of multichannel strategies • Introduction • Breaking down conversion metrics by the buying cycle • Tracking cross-channel behaviour • Assessing the overall performance of the route to market • Metrics for the multichannel boardroom • Steering by t