Category Archives: Маркетинг. Реклама

Fashion Marketing

Fashion Marketing

Автор:

Fashion Marketing

RES MARKETING SUPPL 4Research in Marketing Supplement (RMS )

RES MARKETING SUPPL 4Research in Marketing Supplement (RMS )

Автор: KUMCU

RES MARKETING SUPPL 4Research in Marketing Supplement (RMS )

Marketing Leadership in Hospitality

Marketing Leadership in Hospitality

Автор: Robert C. Lewis

Marketing Leadership in Hospitality

Winning the Marketing War

Winning the Marketing War

Автор: Robert Duro

Winning the Marketing War

Improvement of Marketing Strategies within Mendil Industries

Improvement of Marketing Strategies within Mendil Industries

Автор: Alexandru Panuta

This thesis discusses the methods of how marketing strategies within a business entity can be improved so that they fit the modern market requirements. The theoretical part of this thesis covers such issues as marketing history and orientations, the marketing mix, advertising, international marketing and other relevant topics. The practical part is an analysis of a Moldavian company, Mendil Industries operating in the construction industry. The company is a new one on this market, and that is why a lot of problems have arisen regarding the company»s operations. In this thesis is included a financial analysis of the organization where some of the most important indicators are calculated such as the profit, the debit-to assets-ration and others. Finally, the thesis includes some recommendations from the author to the management team of the company related to the tools or the strategies that the company should implement in order to penetrate the Moldavian market and even the…

Marketing Strategies Related to Regional Integration Challenges

Marketing Strategies Related to Regional Integration Challenges

Автор: Beatrice Jemaiyo

Challenges are forcing business firms to seek best management and marketing strategies so as to grow their market share and increase shareholder value. Companies in the Kenyan sugar industry must survive and satisfy their shareholders’ expectations in the industry in spite of low yields on the one hand and high costs of production and importation of low-cost sugar on the other.The market environment of the industry is complicated by regional integration by such bodies as Common Market for Eastern and Central Africa and East African Community.This research found out that in the year 2008 Mumias Sugar Company, the market leader with a share of 60 per cent, adopted diversification strategy to counter effects of Regional Trade Agreements which cause cheap sugar imports. The study revealed that the increase in market share, a rise in profit and revenue and a decrease in operational costs were highly related. In conclusion the study recommends that Kenyan sugar firms should lobby the…

Маркетинг. Гостеприимство. Туризм

Маркетинг. Гостеприимство. Туризм

Автор: Филип Котлер, Джон Боуэн, Джеймс Мейкенз

Авторы учебника — признанные специалисты в области маркетинга и гостеприимства; по их книгам учатся тысячи студентов во всем мире, в том числе и в России. В учебнике (предыдущие издания — ЮНИТИ, 1998, 2002) рассматриваются основные аспекты индустрии гостеприимства: гостиничный и ресторанный бизнес и туризм, но помимо традиционных тем — качества обслуживания, специфики ценообразования, работы отдела сбыта, рекламы и продвижения, паблик рилейшнз и других включены новые — электронный маркетинг, маркетинг в условиях глобализации рынков. В материале учебника отражены все последние изменения, происходящие в этой динамической области. Учебник содержит множество конкретных примеров, иллюстрирующих деятельность известных компаний, и набор кейсов, изучение которых помогает более системно и глубоко познать теорию. Для студентов, аспирантов и преподавателей экономических вузов и факультетов, а также высших и средних учебных заведений, готовящих специалистов для сферы туризма и…

The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles

The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles

Автор: Tom Spitale,Mary Abbazia

Praise for The Accidental Marketer An essential read for scientists and engineers who want to bring their inventions to market. The Accidental Marketer presents a valuable toolkit that should lead to better partnerships with marketing colleagues and d

Marketing and Public Relations: Partners in Spin or Value Drivers?

Marketing and Public Relations: Partners in Spin or Value Drivers?

Автор: Ben-Piet Venter

In recent times consumers worldwide are feeling the pinch of unethical organizational practices. This book asks whether public relations has become the willing spin doctor of organizations using persuasive techniques to extract maximum profit from customers. It examines the relationship between marketing and public relations and finds that public relations is a discipline in trouble: one that is unsure of its real role in the organization. This could lead to a situation where the two-way communication between consumer and company is damaged, to the detriment of consumers. It suggests that this situation might be avoided if public relations repositions itself in the organization’s value chain, and acts as an ethical conscience to the organization, as well as an active partner in the marketing process.

Effect of Television Advertisements on Buyer’s Decision Process

Effect of Television Advertisements on Buyer’s Decision Process

Автор: Amna Arif and Muhammad Waqas Sadiq

Business world is changing from short term sale strategies to more customer-focused long term relation building strategies. It is extremely important to know the needs of your target customer so you can convey your message in a more attractive way. The most common method of advertising is television advertising. The elements of television advertising are Jingle, Brand, Celebrity, Promotional offering, Location, Theme and Song. The purpose of this research thesis is to measure the effect of television advertisement on the target buyer’s decision process. This means that how an advertisement affects the thinking process of a buyer which includes need recognition, Information search, Evaluation of alternatives, Purchase decision and Post purchase behavior. This research includes 400 students of different colleges from intermediate to PhD level. Gender ratio is equal, which means this research includes 200 male and 200 female respondents. The main hypothesis of this research study is…