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Strategic Market Relationships : From Strategy to Implementation
The book develops the student's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource.It takes a managerial perspective to the study of relationships, from strategy to implementation.The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book.In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organization.
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Marketing Fashion Third Edition : Strategy, Branding and Promotion
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity.The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse.The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth.There are also more examples of global fashion weeks and brand collaborations.The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion
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Marketing Fashion, Second edition : Strategy, Branding and Promotion
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development.Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
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Cosmetics Marketing : Strategy and Innovation in the Beauty Industry
Discover the tools required to pursue your career in cosmetics marketing.Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts.There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers. With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels.Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar global industry and will influence and support the next generation of leaders in beauty.
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B2B Marketing Fundamentals : Drive Impact Across Brand, Reputation, Relationships and Revenue
This practical guide is the ultimate marketing fundamentals book for B2B marketers.Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works. There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges.This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies.Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B.With real-world examples from companies such as Microsoft, Barclays, Mishcon de Raya and The Marketing Society, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.
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Customer-Centric Marketing : Build Relationships, Create Advocates, and Influence Your Customers
The practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer.Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them.You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win.Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today.The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace.This guide helps you sort it all out, and make your organization rise to the top.Define the new customer-purchasing journeyIdentify and influence the new consumerEngage, nurture, and utilize brand advocates to spread your messagePosition your organization to win in the new marketplace As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to a winning plan,.Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important.Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.
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B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships and Revenue
B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships and Revenue
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Interpersonal Relationships
With a more specific focus than the all-encompassing textbook, each title in the Foundations of Psychology series enables students who are new to psychology to get to grips with a key area of psychological research, while also developing an understanding of basic concepts, debates, and research methodologies.In this book Diana Jackson-Dwyer presents an introductory survey of classic and recent research on relationships and the theories that underpin them.The book starts with a brief overview of the place of relationships within the history of psychology and of their evolutionary roots: our need to belong, to attach and to affiliate.After a look at methodology, it considers different types of relationships: kinship, friendship, loving and mating.Theories are advanced to explain the formation, maintenance and breakdown of relationships.The book draws on a wide array of contemporary research, and covers issues ranging from rising divorce rates to cultural variations in mating patterns, the issue of gay marriage, and the effect of the internet on relationships.Each chapter contains numerous pedagogical features which will help students to engage with the material: Chapter-specific learning objectives and summaries of key points Study boxes presenting reflective exercises, research questions, and issues for discussion Glossaries and suggestions for further reading Assuming no prior knowledge of the subject, Interpersonal Relationships provides an accessible and up-to-date overview of this vibrant area of psychology.The book will be ideal reading for students who are new to higher-level study - whether at school, college or university, and will also be useful for first-year undergraduate students taking introductory courses in psychology.
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