Publisher's Note -- Introduction -- Contributors -- Advertising Campaigns -- Advertising Management -- Applications for Business Consulting in -- Marketing -- Applied Probability Models in Marketing -- Brand Management -- Brand Personality -- Business Marketing -- Buyer Behavior -- Channel Management -- Consumer and Organizational Buyer Behavior -- Consumer Behavior -- Consumer Demographics -- Content Marketing -- Copyrights -- Creating, Managing and Presenting the Arts -- Customer Information Systems -- Customer Loyalty Programs -- Customer Relationship Management (CRM) -- Customer Service -- Direct E-Marketing -- E-Business Enterprise Applications -- Effective Media Coverage -- Employer Branding and Management -- Entrepreneurial Marketing -- Event Management -- External Business Communications -- Franchising -- Future of Integrated Marketing Communications -- Global Marketing -- Integrated Marketing Communications (IMC) -- International Advertising. International Marketing -- Internet Marketing Strategies -- Launching New Ventures Through Technology -- Law of Marketing and Antitrust -- Legal Aspects of Marketing -- Marketing (Statistics) and Applied Probability Models -- Marketing Decision Making -- Marketing Environment -- Marketing Ethics -- Marketing Management -- Marketing Methods -- Marketing Principles -- Marketing Research -- Marketing Strategy -- Models for Marketing Strategy -- Multimedia Product Placement -- Multinational Marketing -- Neuromarketing -- New Product Management -- Person Marketing: Using Celebrities to Endorse Products -- Personal Selling and Sales Management -- Price Analysis -- Price Discrimination -- Pricing Policy -- Pricing Strategies -- Principles of Advertising -- Principles of Retailing -- Product Placement -- Professional Selling in Business to -- Business (BB) Marketing -- Promotional Policies -- Public Relations -- Public Relations and Social Media -- Retail Merchandising -- Sales Force Management -- Sensory Marketing -- Social Media and Businesses -- Strategic Marketing -- Trade Show Participation -- Value-Based Strategies for Business Marketing -- Glossary -- Subject Index.
Summary:
Provides easy-access to the essentials of marketing, including advertising, copy writing, social media, branding, and more, to give students and researchers a better understanding of what is involved in marketing a product or service.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.