Principles of business: marketing

Summary: Provides easy-access to the essentials of marketing, including advertising, copy writing, social media, branding, and more, to give students and researchers a better understanding of what is involved in marketing a product or service.

Record details

ISBN: 1682175995
ISBN: 9781682175996
Physical Description: xiv, 417 pages : illustrations ; 26 cm
print
Publisher: Ipswich, Massachusetts : Salem Press, a division of EBSCO Information Services, Inc. ; Amenia, NY : Grey House Publishing, [2017]
Copyright: copyright 2017

Content descriptions

Bibliography, etc. Note:

Includes bibliographical references and index.

Formatted Contents Note:

Publisher's note -- Introduction -- Contributors -- Advertising campaigns -- Advertising management -- Applications for business consulting in marketing -- Applied probability models in marketing -- Brand management -- Brand personality -- Business marketing -- Buyer behavior -- Channel management -- Consumer and organizational buyer behavior -- Consumer behavior -- Consumer demographics -- Content marketing -- Copyrights -- Creating, managing and presenting the arts -- Customer information systems -- Customer loyalty programs -- Customer relationship management (CRM) -- Customer service -- Direct e-marketing -- E-business enterprise applications -- Effective media coverage -- Employer branding and management -- Entrepreneurial marketing -- Event management -- External business communications -- Franchising -- Future of integrated marketing communications -- Global marketing -- Integrated marketing communications (IMC) -- International advertising -- International marketing -- Internet marketing strategies -- Launching new ventures through technology -- Law of marketing and antitrust -- Legal aspects of marketing -- Marketing (statistics) and applied probability models -- Marketing decision making -- Marketing environment -- Marketing ethics -- Marketing management -- Marketing methods -- Marketing principles -- Marketing research -- Marketing strategy -- Models for marketing strategy -- Multimedia product placement -- Multinational marketing -- Neuromarketing -- New product management -- Person marketing : using celebrities to endorse products -- Personal selling and sales management -- Price analysis -- Price discrimination -- Pricing policy -- Pricing strategies -- Principles of advertising -- Principles of retailing -- Product placement -- Professional selling in business to business (B2B) marketing -- Promotional policies -- Public relations -- Public relations and social media -- Retail merchandising -- Sales force management -- Sensory marketing -- Social media and businesses -- Strategic marketing -- Trade show participation -- Value-based strategies for business marketing -- Glossary -- Subject Index.