"This book focuses on fixing marketers' highly inefficient processes and spotty results and describes how to be more "revenue predictable". The book explains the key principles of behavioral marketing, which include: customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization. It will include up to 10 case studies across multiple industries highlighting the revenue growth and process efficiencies resulting from great behavioral-driven marketing. "-- Provided by publisher.
A thought-provoking new approach to the digital economy and how brands can create authentic engagement by understanding the fundamental motivations behind human psychology from the former Head of Brand Strategy at Reddit Leading marketing practitioner and thought leader Joe Federer draws on evolutionary biology, anthropology, and psychology to explain why people act so differently in various online spaces and what they are seeking from participating in each one. With a framework based on Freud’s Id, Ego, and Superego model of the human psyche, he demonstrates how different social network structures correspond to different mindsets: platforms like Reddit to the unfiltered Id, Facebook to the managed Ego, and Instagram to the ideal Superego.
"The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful"--Provided by publisher
The marketing planning process : the main steps -- The customer and market audit part 1: Understanding markets and market segmentation -- The customer and market audit part 2 : Understanding customer needs and developing value propositions -- The customer and market audit part 3: The product audit -- Setting marketing objectives and strategies -- The major elements of marketing -- The integrated marketing communications plan -- The sales and key account plan -- The multichannel plan : the route to market -- The customer relationship management plan -- The pricing plan -- marketing plans measurement and implementation -- Implementation issues in marketing planning -- Measuring the effectiveness of marketing planning -- A step-by-step marketing planning system
At its most fundamental level, marketing is about influencing the decision making and behavior of customers. Profitable businesses are built on an understanding of their customers and the creation and delivery of products and services that meet the needs of these customers. This book provides an introduction to consumer and buyer behavior and the many factors that influence consumer behavior, and ultimately, market demand. It is also about how marketers can influence individual customers and market demand.
The author illustrates, step by step, many innovative, practical, and cost-effective methodologies to solve the most challenging real-world problems facing marketers in today's highly competitive omni-channel environment.
Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity. It also considers how such major changes affect consumer societies, cultures, and individuals, especially those from gens Y and Z. Each chapter is built around a theme that encapsulates current theoretical and professional debates around consumption, consumers and marketing. Examples and up to date case studies throughout the book explore how brands are adapting to current circumstances across Generations X, Y and Z and investigate the state of marketing at a time of flux. This book is essential reading for undergraduate, post graduate and practitioners interested in marketing and consumer behavior.
Consumer Marketing 2018-2019 assesses leading approaches for marketing to consumers from media advertising to social media marketing, from direct mail to email, and from customer service to experiential marketing. The handbook categorizes consumer marketing tactics into 52 topics, each presented in a separate chapter. Current market research and statistics, an analysis of effectiveness, surveys of marketers and consumers, and discussions of trends are presented for each. The handbook also examines overall marketing strategies including analytics for ROI, budget distribution, and prioritization. Select topics include behavioral targeting, big data, branding, buy American initiatives, cause marketing, celebrity endorsements, consumer segmentation, consumer tracking, content marketing, crowdsourcing, customer engagement, customer relationship management, gamification, green marketing, lead generation, loyalty programs, market research, out-of-home advertising, place-based video advertising, sampling, shopper (in-store) marketing, sponsorships, sports marketing, and word-of-mouth. Over 1,200 website links – directly embedded into the electronic edition – will direct you to additional market research and other resources.
Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control.
Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks.
The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior. This tenth volume picks up where the previous volume ended and has reviews of 402 new scales that were reported in top marketing journal articles published in 2016 and 2017.