Book Description
Total Quality Service rises to the business challenge of the 90s. It explains in the most concise terms possible the principles of TQS. The research stands-most unhappy customers do not complain. Instead, they never again buy from businesses that just once left them unsatisfied. What then is TQS? In the simplest terms, it is the true commitment to operationalizing the concept of customer focus, establishing service performance standards, measuring performance against benchmarks, recognizing and rewarding exemplary behavior, and maintaining enthusiasm for the customer at all times. Companies that do not provide quality service not only won't compete-they won't exist. Let Total Quality Service put you and your employees on the cutting edge of customer satisfaction.
Book Description
Voice of the Expert! MARKETING PRINCIPLES AND BEST PRACTICES, 3rd Edition combines the expertise of the best teachers and most accomplished scholars in marketing. These experts have collaborated in writing a leading-edge, contemporary principles of marketing textbook. Each chapter explains and illustrates the best practices from every facet of marketing and is written by an authority in that field.
Book Description
Marketing Principles and Best Practices, Advantage Edition combines the expertise of the best teachers and most accomplished scholars in marketing in a low-priced paperback text. These authors have collaborated in writing a leading-edge, contemporary principles of marketing textbook. Each chapter explains and illustrates the best practices from every facet of marketing. Without losing the distinct flavor of each contributing author, every chapter is consistent in format and pedagogy and edited by Dr. Doug Hoffman to ensure a consistent, streamlined presentation.
Customer Reviews:
A must for every apparel professional's library........2001-07-06
An excellent resource for apparel business professionals and students alike. A solid methods manual presented in scholarly and interesting text. A must for every apparel professional's library...you'll refer to it often.
Product Description
By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:
-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.
-- Select the right advertising media to achieve your marketing goals
-- LOHAS: a new lifestyle segment that's changing everything
-- How to plan and organize "bandwagon" Boomer events and promotions
-- Exceptional opportunities for reaching Boomers through the Internet.
Customer Reviews:
When the .......2007-03-27
By now most of us are well-versed in the statistical relevance of the baby boomer generation--including its size, wealth, and extraordinary influence on world events. In response, there have been no shortage of books studying every aspect of baby boomers and how to optimally market to them. However, most of these books fall short on explaining the values that define the boomer generation and how they distinguish them from other generations.
While Green's book is perhaps best used by the relatively small group of individuals who work in marketing departments, it is relevant to individuals considering setting out in new careers. A big part of launching a new business or transitioning careers is picking the right industry to move into ("all boats rise in a rising tide"). Even for those not in marketing nor contemplating a career change will find Green's book interesting if nothing else other than to better understand the world around us.
Of course the danger in talking about an entire generation is the necessary stereotyping that comes from aggregating otherwise individuals. Green has split baby boomers into two roughly equal groups, those born 1946 to 1955 (the "Leading-Edge Boomers") and those born 1956-1964 (the "Late Boomers"). Green focuses on the Leading-Edge Boomers but much is learned about both groups.
The book jacket promises to deliver:
"...all of the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways."
...and the book largely delivers on that promise. Green's anecdotes serve to support the points he makings and not as the foundation of them.
On a more personal note, I was interested in applying the book to LifeTwo and specifically in the way that we address the Leading-Edge Baby Boomer market. The section of "Baby Boomers at Midlife" seemed written for us. One of the attributes of midlife is an evaluation of one's life so far.
"Careers in crisis, mid-life economic shortcomings, unsatisfying marriages, waning physical prowess, and widespread boredom can foster musing daydreams about Vietnam protest marches, backpacking sojourns to Europe, bare-butt swimming parties, LSD mind trips, first love affairs, unfettered road trips, and Woodstock."
In other words, when hitting the midpoint of life, it's normal to reminisce. But when you were a member of the Sixties Generation, you might find yourselves remembering the idolized expectations that there held at that time for for a vastly improved world. Sadly and expectedly, most people's lives (not to mention society as a whole) ended up far short of the dreams of the Age of Aquarius. Adding political alienation and disenchantment to an otherwise troubling midlife transition and the result can easily be "restless stirring, the renaissance of experimentation, value conflicts, erratic behavior, role playing, depressive moods, grief reactions, and profound anxiety states."
That is not to say that the process is all negative. A reawakening (a "coming of age") can be a "harbinger of a more satisfying future." In Green's words:
Once again, it means honoring the nobler ideals of world peace, economic equality, egalitarian civil rights, human potential, and spiritual enlightenment. It means sharing a new, perhaps revitalized generational zeitgeist--that tenacious obsession with the perfectibility of the human condition. The stuff of truth."
[...].
Strategic and tactical insights from a practitioner.......2006-07-18
I am a student of nonfiction books about baby boomers. Although I'm a member of so-called Generation X, my job demands that I stay on top of evolving thought leadership about boomers. Further, my two older siblings are boomers. In reviewing the reviews for boomer-focused books on Amazon, I've noticed something. The one-star critics of these books tend to be glib, lack depth in their analyses, and dismiss the books, not so much because of content, but because the books are usually sympathetic to the generation or perhaps more liberal ideologies. Let's face it: some people are furious at boomers. Their anger shows. To the contrary, Green's book is one of the best I've read on marketing to this generation, and one of my brothers -- also in marketing -- agrees. It's not just because Green offers a wealth of strategic and tactical insights, especially for those new to this market, but also because he adds texture with actual case studies and historical anecdotes. It's clear that this marketer and author knows what he's writing about as a practitioner, not just a pundit or academic. He informs and educates, but yet he tells stories that illuminate. Further, I also read his first edition, and he was ahead of the explosion of interest around boomers by at least two or three years -- light years in the marketing world.
A Sociological and Business Breakthrough.......2006-07-18
This author has truly captured the essence of the values that distinguish boomers from other generations. What sets this book apart -- and makes it an important choice for companies and advertising agencies interested in the boomer market -- is Green's ability to articulate how boomer values and shared life experiences can be addressed through powerful cohort marketing communication campaigns. The book has several interesting hallmarks, including concise chapters that deal thematically with boomer values, case studies that reveal how these insights can be developed into effective marketing campaigns and a short story that adds artistic and evocative texture to the left-brain thinking driving most marketing campaigns. Because of his stanch defense of boomers, a generation popularly criticized in the media, the author will attract some critics who themselves harbor deep prejudices against boomers. This has been aptly demonstrated by one ascerbic review posted recently, lacking in depth or specificity. It's about time that someone stepped forward with a strident voice in defense of boomers, and particularly their economic and business importance.
Covers all of the insights and strategies necessary .......2005-02-07
The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Now members of that influential generation are entering their fifties with more disposable income than any previous generation. This new and expanded second edition of Marketing To Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions by marketing creative director, strategist, and copywriter Brent Green covers all of the insights and strategies necessary to successfully sell products and services to this now aging population. Readers will come to understand critical "bipolar metavalues" that influence Boomer buying decisions; learn how to select the right advertising media to achieve marketing goals; realize why and how mature audiences receive advertising messages differently; create advertising and marketing programs that transform a brand into a Boomer favorite; receive instruction on just how to plan and organizing "bandwagon" Boomer events and promotions, explore the opportunities for reaching Boomers through the Internet, and so much more. If you are marketing a product or service to the Baby Boom generation, then you need to give a careful and reflective reading to what Brent Green has to say about selling to the Boomers in today's highly competitive and frequently volatile marketplace.
If Your Competition Reads This and You Don't..........2005-01-28
...you'll never know what hit you.
Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.
In this book, Brent Green shows you how to get their attention and make them reach for their wallets.
Product Description
Marketing Principles and Practices: An Introductory Approach is written for instructors and students seeking a concise marketing principles text that: Presents key concepts in a clear and straightforward manner, shows practical applications of marketing theories, emphasizes the role of the marketing manager and explores and analyzes proven marketing practices.
Customer Reviews:
Great insider info in to the world business of pharma.......2006-06-28
I recently opened a wholesale company that sells medicine to pharmacies. I used the book extensivly to make my business plan. I had prevous experience in other businesses but the pharma industry holds unique aspects that are covered very good by the authors of this book.
Ineffective at teaching you how to market pharmaceutical products.......2006-06-02
I found this book to be fairly useless. It provides good definitions to all the key aspects/elements/entities in the pharmaceutical space but there was little practical material. I was looking for a reference about how to put a marketing plan together and what a pharmaceutical plan would look like and did NOT find it in this book.
It was also sparse on pharma specific frameworks. It describes Porter's 5 Forces, the three C's and of course the four P's but you can get that in any marketing/strategy book. There must be something better out there that is better suited to pharma.
Pharmaceutical Marketing - Book Review.......2005-09-30
The book covers a comprehensive aspects of marketing in Pahrmaceutical industry and it's a great book for the beginners as well as advanced professionals to learn important aspects in the marketing field. The book has been revised to capture latest developments and I strongly recommend to purchase this book.
Good as introduction to pharmaceutical marketing.......2003-10-17
The book is a good introduction to pharmaceutical marketing that I can recommend. However, it feels too academic (sometime not really applicable in real life). I also lack the forward-looking aspects of the book; for example, how is a business thinking transforming the industry, what major trends are there.
Book Description
`Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a "must-have"' -
Admap
`This is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' -
Mick Williamson, Creative Director, TRBI for In Brief magazine
`It will be essential reading for anyone involved with qualitative market research' -
David Barr, Director General of the Market Research Society
`An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' -
Nigel Fielding, University of Surrey
Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic.
The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners.
Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.
Customer Reviews:
FIVE WHYS BEFORE ONE HOW !.......2007-09-09
The break-through Japanese management researcher Ishikawa,What Is Total Quality Control?: The Japanese Way (Business Management) whose work was popular in the West in the 1960's as the 'Fish Bone' Diagramme, had a rule. Before you asked 'how'(you were to do anything) first you exhausted the 'why' (it should be done at all or on a particular project or at a particular time).
We have to disclose up-front that One Big Idea Consulting Limited NZ has been training and educating managements around the globe at board level in the Ishikawa philosophy for two decades... as it applies to marketing research, creative branding and intergrated R&D. We are biased. No doubt about that.Guide to Quality Control Ishikawa has legs into the 21st century !
This Ishikawa focus, highlights the flaw of this otherwise quite decent novice guide to marketing research in its so called 'qualitative' guise. Too much 'how' and not nearly enough 'why'.
Wendy Gordon's Good Thinking: A Guide to Qualitative Research is much more to the point... and much more in line with Ishikawa skepticism. For skeptical researchers with a few hundred projects behind their focus groups, observation windows and discussion panels and open-ended questionnaires, Gordon stands out as a veteran consumer researcher who tackles the really tough 'WHY' issues beyond the run-of-the-mill 'HOW'. Other than that, we have no quarrel with the Miriampolski content such as it is. For the beginners it is an OK starter, before you graduate to Gordon and tough-test your thinking.
The key question is not so much as 'HOW' to apply one other research technique in the tool-box. The really critical issue is 'WHY' should one or other research project be done at all ! Gordon digs much deeper than Miriampolski in trying to answer the 'WHY'.
Thorough, enagaging - useful for new researchers as well as experienced professionals. Great basis for team workshopping........2006-01-16
Hy Mariampolski is an inspiring man - and both generous and energetic in spreading the word about qualitative techniques and ethnography. It is refreshing to read such a well-written guide without having all the self-promotional baggage that litters too many practitioners handbooks.
For a start, I find his history of qualitative techniques a great place to start this volume. As a synopsis of our professional history this is colourful, accurate and useful in contextualising why researchers do what they do.
He then rolls through the big questions - when to use qualitative research, which techniques to choose, the planning of projects (including a thorough section of choosing & screening respondents) and then the juicy section: running interviews or focus groups.
Here, Mariampolski makes us feel right at home. He's instructive without being didactic, and he speaks in a common-sense manner, peppering his advice with pertinent examples and a few illustrations. He includes a very useful chapter on the special considerations of youth research, multicultural research, interviewing business executives and covering particularly sensistive topics.
The final main section is on the analysis of qualitative information, and the presentation of this. Again, Mariampolski speaks directly and usefully.
Overall I'd say the book is pitched mostly at newer researchers, and at those who are contemplating a typically fascinating career in qualitative research, but this shouldn't stop a more senior researcher from going through the easily read 300 pages and making notes: even to check their own techniques and consider new ideas.
The book is current (2001) and would make an excellent basis for a set of in-house training workshops for the research team. It is well worth the purchase. I wish all research texts were this clear.
Average customer rating:
|
Marketing Communications: Principles and Practice
Philip J. Kitchen
Manufacturer: Int. Cengage Business Press
ProductGroup: Book
Binding: Paperback
 General
| Business & Investing
| Subjects
| Books
General
| Marketing
| Marketing & Sales
| Business & Investing
| Subjects
| Books
Running Meetings & Presentations
| Skills
| Business & Investing
| Subjects
| Books
All Titles
| Qualifying Textbooks - Fall 2007
| Stores
| Books
Business & Investing
| Qualifying Textbooks - Fall 2007
| Stores
| Books
ASIN: 1861521960 |
Book Description
Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognised experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.
Books:
- Tough Choices or Tough Times: The Report of the New Commission on the Skills of the American Workforce
- University Physics with Modern Physics, 11th Edition
- Visual Strategies for Improving Communication : Practical Supports for School & Home
- Vocab Rock! Musical Preparation for the SAT and ACT, w/CD
- Wastewater Engineering: Treatment and Reuse
- Why Didn't I Learn This in College?
- Wild at Heart: Discovering the Secret of a Man's Soul
- Work in the 21st Century: An Introduction to Industrial and Organizational Psychology
- Writing and Speaking at Work: A Practical Guide for Business Communication (3rd Edition)
- 10 Secrets to Successful Home Buying and Selling: Using Your Housing Psychology to Make Smarter Decisions
Books Index
Books Home
Recommended Books
- Interest Rate Models - Theory and Practice: With Smile, Inflation and Credit
- Death by Black Hole: And Other Cosmic Quandaries
- Prentice Hall Federal Taxation 2003: Comprehensive
- The Elements of Music: Concepts and Applications, Vol. 2
- Wiley CPA Exam Review 2007 4-volume Set
- Cookies: Bite-Size Life Lessons
- A Deeper Blue: Passion Marks II
- Lambers CPA Review 2: Accounting and Reporting; Taxation, Managerial, Governmental and Not-For-Profi
- The Impact of Parties: Politics and Policies in Democratic Capitalist States
- Vegetation Changes on Western Rangeland
Management Principles for Health Care Professionals, Fourth Edition
To Err Is Human: Building a Safer Health System
Strategic Human Resource Management: A General Managerial Approach (2nd Edition)
Crossing the Quality Chasm: A New Health System for the 21st Century
Healthcare Finance: Basic Tools for Non-Financial Managers (Health Care Finance (Baker))
