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Vertical Cooperative Advertising in Supply Chain Management A Game-Theoretic…
In this book methods from Operations Research and Game Theory are used to determine companies’ profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both inter-echelon and intra-echelon dependencies between the companies’ decisions. Additionally, a…
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- ISBN/ISSN
- 978-3-319-11626-6
- Collation
- XXII, 149
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Vertical Brand Portfolio Management Strategies for Integrated Brand Manageme…
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determini…
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- ISBN/ISSN
- 978-3-658-08221-5
- Collation
- XIX, 273
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Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer In…
Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers’ innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds, this book explores the relevance of VCM and comprehends its process; identifies the critical fact…
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- ISBN/ISSN
- 978-3-319-11376-0
- Collation
- 91 b/w illustrations
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Use of Market Data in the Recruitment of High Potentials Segmentation and Ta…
In his study, Jan Posthumus uses the grounded theory method to explore the implementation of marketing instruments such as segmentation and targeting in the recruitment of high potentials in the pharmaceutical industry. The implementation of these instruments can best be understood as the result of an interaction between four categories: the identified internal need for certain groups of high p…
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- ISBN/ISSN
- 978-3-658-10376-7
- Collation
- 8 b/w illustrations
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Handbook of Media Branding
This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other …
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- ISBN/ISSN
- 978-3-319-18235-3
- Collation
- IX, 414
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- -
- Call Number
- 330 HAN
Factors Driving Social Network Site Usage
Based on multiple surveys, the present book gives valuable insights into the factors driving Social Network Site usage behavior for both practitioners and academics. By empirically evaluating multiple influence factors, it contributes to the current body of knowledge on Social Network Site usage behavior and provides multiple practical implications for Social Network Site service providers, adv…
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- ISBN/ISSN
- 978-3-658-09918-3
- Collation
- 13 b/w illustrations
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- -
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Core Concepts of Marketing
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools…
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- 330 BUR c
Advances in National Brand and Private Label Marketing: Second International …
This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online…
- Edition
- Ed. 1
- ISBN/ISSN
- 978-3-319-20182-5
- Collation
- XI, 211
- Series Title
- Springer Proceedings in Business and Economics
- Call Number
- 658.8 ADV a
Advances in Advertising Research (Vol. V): Extending the Boundaries of Advert…
Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shi…
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- Ed. 1
- ISBN/ISSN
- 978-3-658-08132-4
- Collation
- XI, 330
- Series Title
- European Advertising Academy
- Call Number
- 658 ADV a
Excel 2016 for Marketing Statistics
This is the first book to show the capabilities of Microsoft Excel in teaching marketing statistics effectively. It is a step-by-step exercise-driven guide for students and practitioners who need to master Excel to solve practical marketing problems. If understanding statistics isn’t your strongest suit, you are not especially mathematically-inclined, or if you are wary of computers, this is …
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- ISBN/ISSN
- 978-3-319-43376-9
- Collation
- 167 illustrations in colour
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