Marketing: Books

This guide offers high-value, low-cost marketing solutions that leverage today's newest trends, tactics, channels, and technologies. It highlights companies that are redefining marketing and illuminates powerful new ways to secure resources, test and execute plans, and build brands. The authors present practices for getting close to customers, reinforcing positioning, and developing marketing programs. Wherever you compete, this guide will help you grow your sales and profits, and drive more value from every dollar you spend on marketing.

Contains invaluable information written by leading business experts, successful entrepreneurs, and recognized scholars. It is organized around four key areas of marketing: company and customer relations, integrated marketing communications, interactive and multichannel marketing, and global marketing.
Each of these broad categories is addressed in a manner that allows the reader to thoroughly explore the subject or hone in on a specific topic covered in the individual chapters. The work is particularly unique in its treatment of interactive marketing and social media.

This essential companion for marketing courses provides all the key terms and concepts in marketing ethics in a short, easy-to-use format. The text is divided into five sections: Business Ethics, Ethics and the Marketing Mix, Ethics and the Promotional Mix, and Special Topics in Marketing Ethics. Each keyword entry is written by a scholar drawn from the fields of business and marketing ethics, and is a comprehensive essay on such crucial topics as ethical issues in pricing, green marketing, and deceptive advertising. Each essay includes a list of references and suggested readings for each article so that readers can find more information on those issues they are most interested in. The AMA Code of Ethics is included as an Appendix to the book as a reference for current and future practitioners.

A breakthrough system for attracting more customers on the Internet. Internet marketing is the fastest, most efficient way to attract profitable new customers--if you run it strategically and systematically. This book shows you how. You'll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship ... and, above all, grow profits!

This book brings together all the reliable, detailed information you need to make the most of web, online, mobile, & social marketing. Discover how to choose the right approaches, combine them into a coherent, optimized strategy, and measure your results. Find realistic answers to your most crucial questions and get insights that save you money and drive value faster.