Marketing Management

Business & Money

Tull, Donald S.

Kahle, Lynn R.

Management & Leadership

Macmillan Pub. Co.

Marketplace Lifestyles in an Age of Social Media: Theory and Methods

This book approaches the concept of lifestyle from a contemporary scholarly perspective, and subjects it to rigorous theoretical and conceptual standards from an integrated, applied psychological point of view. Marketplace Lifestyles in an Age of Social Media is exceptionally current, demonstrating how recent trends and developments in social media reflect the importance of lifestyle research in marketing. Numerous examples, illustrations, and comprehensive references are provided, making this volume the best single resource for scholars, students, and marketing experts in this important area of marketing theory and practice.

Economics

Routledge

Communicating Sustainability for the Green Economy

With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.

Gurel-Atay, Eda

With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.

Explore Internet marketing from cross-cultural and cross-national perspectives! This book examines cutting-edge theory and practice on Internet marketing, putting the latest research on the best ways to exploit this interactive advertising medium in your hands. In Internet Applications in Euromarketing, scholars from Europe and the United States examine essential facets of Internet use, both as a means of product promotion and as a facilitator of consumers? purchasing decisions. Internet Applications in Euromarketing considers the effectiveness of combining Web advertising with traditional media, looks at ways to make banner ads pay off, highlights techniques for reaching older consumers via the Internet, shows how to take advantage of online word-of-mouth advertising, and more! The handy charts and tables in this well-referenced book make important points of information easy to access and understand. Internet Applications in Euromarketing looks in-depth at what works and what doesn?t, addressing the questions on marketers? minds (and some that many haven?t thought of yet), including: 
<ul>
<li> Where is a company?s marketing money best spent?what are the media effects for Internet exposure vs. television and print? </li>
<li> Is it useful to mention a price, a rebate, or a gift to encourage the Internet user to move from the banner?s host site to the brand?s site? </li>
<li> What are the Internet habits and preferences of seniors, and what are the best ways to reach them? </li>
<li> Are banner ads that are disguised as messages from the user?s operating system more effective than those that simply appear as advertising? </li>
<li> How can we generate word-of-mouth Internet communication?via e-mail, newsgroups, bulletin boards, chat rooms, etc.?and establish credibility? </li>
<li> What are the advantages of online discussions over traditional focus groups?</li>
</ul>

Internet Applications in Euromarketing (Journal of Euromarketing, Volume 11, Number 2, 2001)

Kaynak, Erdener

CRC-Press

Internet Applications in Euromarketing (Journal of Euromarketing, 2)

International

Euromarketing and the Future

Be prepared for the future of international marketing! The future of your business depends on your ability to anticipate changes and developments in consumer behavior. Euromarketing and the Future helps you chart a course for success through the diverse and challenging European markets, presenting research and theory on where they’ve been, where they’re going, and what’s likely to happen when they get there. This unique book doesn’t use tarot cards, fortune tellers or a crystal balljust an international panel of business scholars who draw on their extensive experience to help you develop effective management and marketing plans for the years to come. Euromarketing and the Future examines European marketing systems of the past and present to forecast Europe’s likely role in the global economy. The book addresses e-commerce and the Internet as they relate to Europe; privatization and the move toward a market economy in Eastern Europe; the effect of global politics on marketing; Delphi research on possible scenarios that could play out over the next few decades; and how the outlook of consumers (optimistic or pessimistic) can affect the market’s future. Euromarketing and the Future includes: 
<ul>
<li> a political-economic look at the implications of European unification on the last 50 years to make some predictions for the next 50 </li>
<li> content analysis of international Web sites that encourage cross-border sales </li>
<li> a survey of small retail business managers in Romania on what the influx of large foreign retail chains means to their futures </li>
<li> a global paradigm marketing model that illustrates consumer/citizen, institutional, and macro-environmental interdependencies </li>
<li> global product and marketing strategies for globalising ICT companies </li>
<li> and much more!</li>
</ul> No one can predict the future. But through thoughtful analysis and examination of major political and economic developments in Western and Eastern Europe, Euromarketing and the Future gives you the head start you need to prepare your business for the likely changes in consumer behavior and marketing that lie ahead.

Industries

This book approaches the concept of lifestyle from a contemporary scholarly perspective, and subjects it to rigorous theoretical and conceptual standards from an integrated, applied psychological point of view.  Marketplace Lifestyles in an Age of Social Media is exceptionally current, demonstrating how recent trends and developments in social media reflect the importance of lifestyle research in marketing. Numerous examples, illustrations, and comprehensive references are provided, making this volume the best single resource for scholars, students, and marketing experts in this important area of marketing theory and practice.

Valette-Florence, Pierre

Marketing & Sales

See the best price to sell, buy, or rent books by Kahle, Lynn R.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Kahle, Lynn R.

See the best price to sell, buy, or rent books by Kahle, Lynn R.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing Management

Marketplace Lifestyles in an Age of Social Media: Theory and Methods

Communicating Sustainability for the Green Economy

Communicating Sustainability for the Green Economy

Internet Applications in Euromarketing (Journal of Euromarketing, Volume 11, Number 2, 2001)

Internet Applications in Euromarketing (Journal of Euromarketing, 2)

Euromarketing and the Future

Marketplace Lifestyles in an Age of Social Media: Theory and Methods