The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly
de David Meerman Scott

 

Présentation de l'éditeur

The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company's Web site, they aren't there to hear your slogan or see your logo again. They want information, interaction, and choice and you'd be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.entaire.

 

Global Marketing Strategies
de Jeannet, Jean-Pierre Jeannet et H David Hennessey

 

Présentation de l'éditeur

Global Marketing Strategies earns high praise for its up-to-date coverage of the field, especially from instructors of graduate-level courses. In addition to the latest research, this text reinforces the importance of global strategic thinking, or the "global mindset," with current examples from well-known companies across Europe, Asia, and Africa, as well as both North and South America. The Sixth Edition continues to offer a practical focus on global marketing, highlighting the issues facing current managers such as e-commerce, the decline of internet-based businesses, the devaluation of assets sold on the stock market, emerging economies, the events of 9/11, and continued opposition to unlimited globalization.

The authors have revised the complete text, updating key concepts and examples with reference to numerous 2000–2002 academic and trade sources. Chapter 2, The Global Economy, features new statistics on world trade and growth rates, a discussion of the steel tariffs challenged by the EU and WTO, and the financial impact of 9/11. Other highlights include Chapter 3, Cultural and Social Forces, offering insightful business advice about Hindu and Moslem cultures; Chapter 4, Political and Legal Forces, examining how countries such as China use product standards to avoid poor-quality imports and how companies are dealing with executive kidnappings, one of the fastest-growing criminal practices in the world; and Chapter 10, Pricing for Global Markets, covering the management of transfer pricing in response to government audits.

> New! Revised annually, an updated casebook appears with every new copy of the Sixth Edition—and allows students to gain a better understanding of how products are developed and marketed through company-, product-, and industry-specific cases.

> New! As the result of changing industry practice, "international and global" references now appear as "global" and reinforce the text's more unified, worldwide character.

> New! Chapter 16, Organizing for Global Marketing, has been updated to reflect the changing role of global marketing organizations—enhancing discussions of concepts such as global mandates.

> New! Chapter 17, Planning and Controlling Global Marketing, now includes coverage of the latest corporate business strategies.

> Current sources from traditional U.S. publications—such as The Wall Street Journal, Marketing News, and Business Week—are complemented by references to international publications, including Business Europe, Far Eastern Economic Review, Nikkei Weekly, and The Asian Business Journal.

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
de Al Ries et Jack Trout

 

Présentation de l'éditeur

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.

The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.

Al Ries is perhaps the world's best-known marketing strategist.He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning:The Battle for Your Mind and the author of Focus:The Future of Your Company Depends on It.His daughter Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm, Ries & Ries in Roswell, Georgia.She is the coauthor of The 22 Immutable Laws of Branding.Together they speak and consult with major companies around the globe.

MARKETING MANAGEMENT: International Edition
de Philip Kotler et Kevin Lane Keller

Présentation de l'éditeur

For MBA and undergraduate courses in Marketing Management.

Professors and professionals tell us time and again that when it comes to today's complex marketing environment, no one in this field has stayed on top of the changes, been able to interpret, clarify, and put them into perspective like Philip Kotler. The Eleventh Edition of this #1 selling marketing management textbook features up-to-date coverage and hundreds of new cases, as well as an overall emphasis on these four themes: Customer Relationship Management, Technology/Internet Revolution, Brand Building, and Global Marketing.

L'auteur

Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his masters degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Dr. Kotler is the co-author of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its fifth edition, is the best seller in that specialized area. Dr. Kotler's other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility, Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; and Kotler on Marketing.

In addition, he has published more than one hundred articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.

Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished Educator Award from The Academy of Marketing Science. He has received honorary doctoral degrees from Stockholm -University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, and the University of Economics and Business Administration in Vienna.

Professor Kotler has been a consultant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.

He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities.

Essentials of International Marketing
de Donald L. Brady

 

Présentation de l'éditeur

ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure that you not only understand marketing concepts but also know how to effectively apply them to real-world practice. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety of learning styles.

Marketing Management: European Edition
de Philip Kotler, Kevin Lane Keller, Malcolm Goodman et Torben Hansen

Présentation de l'éditeur

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

To address all various shifts in marketing, good marketers are practicing holistic marketing - the development, design, and implementation of marketing programs, processes, and activities that help students recognize the breadth and interdependencies of today's marketing environment. Four key dimensions include internal marketing, integrated marketing, relationship marketing, performance marketing.

Inbound Marketing: Get Found Using Google, Social Media, and Blogs
de Brian Halligan, Dharmesh Shah et David Meerman Scott

 

Présentation de l'éditeur

Stop pushing your message out and start pulling your customers in

Traditional "outbound" marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.

Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.

• Improve your rankings in Google to get more traffic
• Build and promote a blog for your business
• Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
• Measure what matters and do more of what works online

The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.