Marketing Literature

Marketing Literature, nonetheless, proceeds on the understanding that the material conditions of production are of vital importance in the consideration of literature. This study is thus emphatically contextual and as such, ...

Author: C. Squires

Publisher: Springer

ISBN: 9780230593008

Category: Literary Criticism

Page: 237

View: 759

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This is an important study of the publishing of contemporary writing in Britain. It analyzes the changing social, economic and cultural environment of the publishing industry in the 1990s-2000s, and investigates its impact on genre, authorship and reading. It includes case studies of Trainspotting and the His Dark Materials trilogy.

Marketing Literature and Posthumous Legacies

Introduction Marketing Literature and Posthumous Legacies Literature is not only about aesthetics, but also almost equally about economics. The successful marketing of an author and his literary works is more dependent on the activities ...

Author: Yuri Leving

Publisher: Lexington Books

ISBN: 9780739182611

Category: History

Page: 298

View: 128

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Literature is not only about aesthetics, but also almost equally about the successful marketing of an author and his literary works. Ever since the two great Russian authors, Leonid Andreev and Vladimir Nabokov, created their own literary capital, cultural merchants have been preoccupied with the promotion of their respective posthumous legacies, maintaining the intricate network of personal interests that drive the preservation of literary reputations.

The Service Dominant Logic of Marketing

This is what I am going to examine in the last part of this thesis.

Author: Christina Anhäuser

Publisher: GRIN Verlag

ISBN: 9783640962204

Category: Business & Economics

Page: 53

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Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Otto Beisheim School of Management Vallendar, language: English, abstract: This thesis aims at looking into the reactions and discussions regarding the proposed service-dominant logic (S-D logic) in more detail. Seven years after the initial publication in the Journal of Marketing, no comprehensive overview of the existing literature has yet been made. How did long-established scholars respond to the suggestions and findings of Vargo and Lusch? Was it rather positive or negative? What needs to be done in the future in order to actually implement a service-centered thinking? In the following chapters, I will introduce the basic ideas of S-D logic, followed by a detailed state-of-literature to capture the various publications that arose from the initial Vargo and Lusch article. The vast majority of marketing research (one could name it “mainstream” marketing research) is concerned with consumer, or B2C, marketing. But what about business-to-business relationships? It is interesting to figure out whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets. This is what I am going to examine in the last part of this thesis.

The Routledge Companion to Ethnic Marketing

The extant literature provides substantial coverage of a variety of aspects pertaining to ethnic marketing ethics. Indeed, the review of the literature presented in this paper highlights a degree of maturity, reflected in the ...

Author: Ahmad Jamal

Publisher: Routledge

ISBN: 9781136164224

Category: Business & Economics

Page: 362

View: 839

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The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.

Consuming Books

This innovative text not only rectifies this, but also argues that far from being detached, the book business in fact epitomises today's Entertainment Economy (fast moving, hit driven, intense competition, rapid technological change, etc.).

Author: Stephen Brown

Publisher: Taylor & Francis

ISBN: 0415367670

Category: Business & Economics

Page: 218

View: 811

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The buying, selling, and writing of books is a colossal industry in which marketing looms large, yet there are very few books which deal with book marketing (how-to texts excepted) and fewer still on book consumption. This innovative text not only rectifies this, but also argues that far from being detached, the book business in fact epitomises today's Entertainment Economy (fast moving, hit driven, intense competition, rapid technological change, etc.). Written by an impressive roster of renowned marketing authorities, many with experience of the book trade and all gifted writers in their own right, Consuming Books steps back from the practicalities of book marketing and takes a look at the industry from a broader consumer research perspective. Consisting of sixteen chapters, divided into four loose sections, this key text covers: * a historical overview * the often acrimonious marketing/literature interface * the consumers of books (from book groups to bookcrossing) * a consideration of the tensions that both literary types and marketers feel. With something for everyone, Consuming Books not only complements the 'how-to' genre but provides the depth that previous studies of book consumption conspicuously lack.

The Routledge Companion to Strategic Marketing

In the service marketing literature , such employees are labelled part - time marketers ( Gummesson , 1991 ) . Their main task is not related to marketing but to technical service - providing activities , but the way they perform their ...

Author: Bodo B. Schlegelmilch

Publisher: Routledge

ISBN: 9781351038652

Category: Business & Economics

Page: 480

View: 352

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The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Philosophical and Radical Thought in Marketing

Such examples abound in the marketing literature. Researchers in marketing evidently assume that marketing knowledge is a cumulative (just as knowledge in the hard sciences is said to be) and, therefore, that earlier results may be ...

Author: A. Fuat Firat

Publisher: Free Press

ISBN: UVA:X001355555

Category: Business & Economics

Page: 392

View: 719

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Ethnic Marketing

... host countries,the cultural persistence and resilienceof minority ethnic communities asdistinct consumer groups within those countries isnot questioned by thescholarly marketing literature of the twenty-first century.

Author: Guilherme Pires

Publisher: Routledge

ISBN: 9781135046385

Category: Business & Economics

Page: 364

View: 943

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A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Advances in Tourism Destination Marketing

Although these are veryvaluable contributionsto the tourism marketing literature,along range perspectiveofthe evolution ofthefield cannot be determined since itis not possibleto establish acomplete temporallink to trace it.

Author: Metin Kozak

Publisher: Routledge

ISBN: 9781135218904

Category: Business & Economics

Page: 266

View: 359

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This volume provides original insight into the operational opportunities, challenges and constraints in managing Tourism Destination Marketing. It explores how the various tourist destination systems including tourist, places (as seen by the tourist), public and private tourism organisations and the social and physical environment can effectively communicate and co operate together at a profit for each. Advances in Destination Marketing offers a comprehensive review of a wide range of aspects related to marketing tourism products including networks in destinations, consumer experiences in destinations, destination branding, destination image, events in destinations and destination tourism products. Throughout the book a network analysis perspective is applied to offer alternative solutions of how each system can share network knowledge and system knowledge so profits can be created effectively and maximised. The exploration of new topics such as Destination Networks and Destination Branding as well as original international empirical research and case studies from well known researchers in the area, provides new thinking on Marketing Tourism Destinations. The relevance of the arguments and the salient conclusions are valuable in the study of an ever dynamic and burgeoning industry. This stimulating volume will be of interest to higher level students, academics, researchers within Tourism and practitioners in the industry.

Game Theoretic Analysis

An important research area of operations management and marketing literature dealing with supply chains/marketing channels is the study of inefficiencies caused by lack of coordination. A classic example is the double marginalization ...

Author: Petrosyan Leon A

Publisher: World Scientific

ISBN: 9789811202025

Category: Mathematics

Page: 620

View: 923

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This is a collection of recent novel contributions in game theory from a group of prominent authors in the field. It covers Non-cooperative Games, Equilibrium Analysis, Cooperative Games and Axiomatic Values in static and dynamic contexts.Part 1: Non-cooperative Games and Equilibrium AnalysisIn game theory, a non-cooperative game is a game with competition between individual players and in which only self-enforcing (e.g. through credible threats) alliances (or competition between groups of players, called 'coalitions') are possible due to the absence of external means to enforce cooperative behavior (e.g. contract law), as opposed to cooperative games. In fact, non-cooperative games are the foundation for the development of cooperative games by acting as the status quo. Non-cooperative games are generally analysed through the framework of equilibrium, which tries to predict players' individual strategies and payoffs. Indeed, equilibrium analysis is the centre of non-cooperative games. This volume on non-cooperative games and equilibrium analysis contains a variety of non-cooperative games and non-cooperative game equilibria from prominent authors in the field.Part 2: Cooperative Games and Axiomatic ValuesIt is well known that non-cooperative behaviours, in general, would not lead to a Pareto optimal outcome. Highly undesirable outcomes (like the prisoner's dilemma) and even devastating results (like the tragedy of the commons) could appear when the involved parties only care about their individual interests in a non-cooperative situation. Cooperative games offer the possibility of obtaining socially optimal and group efficient solutions to decision problems involving strategic actions. In addition, axiomatic values serve as guidance for establishing cooperative solutions. This volume on cooperative games and axiomatic values presents a collection of cooperative games and axiomatic values from prominent authors in the field.

The SAGE Handbook of Marketing Ethics

Bennett and Savani's (2003) study showed that people questioned the ethicality of extensive spending on marketing by ... The question is commonly recognized in the social marketing literature as the first attempt to articulate what was ...

Author: Lynne Eagle

Publisher: SAGE

ISBN: 9781529738575

Category: Business & Economics

Page: 576

View: 507

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The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections

Pioneers in Marketing

The latter published the NationalMarketing Review (NMR) which merged with The American Marketing Journal (TAMJ) in1936 toform ... By theend of 1931, at the age of fortyfour, Percival White's contributions tothe marketing literature were ...

Author: D.G. Brian Jones

Publisher: Routledge

ISBN: 9781136334375

Category: Business & Economics

Page: 210

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Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in this collection. Subsequent chapters describe the lives of Edward David Jones, Simon Litman, Henry Charles Taylor, Percival White, George Burton Hotchkiss, Theodore N. Beckman, David D. Monieson, and William R. Davidson, focusing on their intellectual and professional contributions to the marketing discipline. The biographies are based on rare archival materials, some personal interviews, and analysis of the subjects’ major works. The final chapter draws lessons from the collection for marketing students and teachers. Several important discoveries are reported that suggest opportunities for further research. These stories will inform and inspire students of marketing.

Marketing to Managed Care Organizations

worked with consultants who develop the marketing plan and strategy, with agency staff carrying out the specific implementation steps and ... Obtain copies of the marketing literature from the MCOs that your organization is targeting, ...

Author: Kathleen S. Penkert

Publisher: Child Welfare League of Amer

ISBN: UOM:39015042987316

Category: Medical

Page: 83

View: 385

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Last Stop on Market Street An Instructional Guide for Literature

Literature. After you have read each section with students, hold a small-group or wholeclass discussion . Provided on the teacher reference page for each section are leveled questions . The questions are written at two levels of ...

Author: Jodene Smith

Publisher: Teacher Created Materials

ISBN: 9781425816476

Category: Education

Page: 72

View: 718

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The Last Stop on Market Street: An Instructional Guide for Literature provides lesson plans and activities for this award-winning literary work. This valuable resource guides teachers with ways to add more rigor with complex literature. Text-dependent questions help students analyze the text with higher-order thinking skills, with lessons focused on story elements, vocabulary, and more. Close reading activities throughout the literature units encourage students to use textual evidence as they revisit passages to respond more critically about the text. With various methods of assessing comprehension, this instructional guide offers strategies for cross-curricular activities as students build a greater understanding of this great literary work.

Marketing Financial Services

Christine Ennew 5.1 Introduction 5.2 The product is arguably the central component of any marketing mix, however competitively priced, imaginatively promoted and effectively distributed ... The marketing literature presents a variety of ...

Author: Mike Wright

Publisher: Routledge

ISBN: 9781136380235

Category: Business & Economics

Page: 384

View: 373

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Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.

A New Paradigm in Marketing The Service Dominant Logic Academia s Reactions to the Theory of Vargo and Lusch

4 Similarities with Business-to-Business Marketing In the last chapters, I have outlined how the proposed new paradigm for marketing has influenced marketing literature. It stands out that the majority of publications deals with ...

Author: Christina Weißenfels

Publisher: Anchor Academic Publishing (aap_verlag)

ISBN: 9783954892532

Category: Business & Economics

Page: 60

View: 225

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For virtually all of the 20th century, the paradigm in marketing was founded on early economic thoughts, making goods and exchanges the focal point of economic research and practice. In the 1980s and 1990s, scholars called for a paradigm shift, but did not deliver clear directives on how to move forward. It was not before 2004 when Stephen L. Vargo and Robert F. Lusch published their award-winning article Evolving to a New Dominant Logic for Marketing in the Journal of Marketing, dealing with a potentially new paradigm for marketing. The publication has caused a lot of discussions, crowned by a collection of essays from more than 50 scholars in 2006. This book aims at looking into the reactions and discussions regarding the proposed service-dominant logic in more detail. So far, no comprehensive overview of the existing literature has yet been made. This book will introduce the basic ideas of the service-dominant logic, followed by a detailed state-of-literature. The last part of the book will examine whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets.

Last Stop on Market Street An Instructional Guide for Literature

Literature. After you have read each section with students, hold a small-group or wholeclass discussion . Provided on the teacher reference page for each section are leveled questions . The questions are written at two levels of ...

Author: Jodene Smith

Publisher: Teacher Created Materials

ISBN: 9781425896720

Category: Education

Page: 72

View: 999

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Excite your students from the first page to the last with this instructional guide e-Book for the award-winning Last Stop on Market Street. With lesson plans tailored specifically for this 2016 Newbery Medal winner, this e-Book will enhance students' reading experience. This Great Works e-Book comes with activities to help students analyze story elements and help teachers make cross-curricular and across text connections. Lessons are geared towards building reading comprehension with writing and text-dependent questions. This valuable e-Book prepares students for college and career readiness.

Marketing of Tourism Experiences

market segment (e.g., the backpackers of Uriely et al., 2002; the holidaymakers of Wickens, 2002). ... to stage experiences for the benefit of both tourists and industry have been the most studied topics in tourism marketing literature.

Author: Noel Scott

Publisher: Routledge

ISBN: 9781317987260

Category: Business & Economics

Page: 288

View: 559

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This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previously confined to the elite with the consequence that ownership of ‘ordinary’ physical goods is no longer a distinguishing factor. Instead people are now seeking the ‘extraordinary’ with examples being bodies enhanced through surgery, personal fitness trainers, and, in the case of leisure and tourism, seeking unique and unusual places to visit and activities to undertake. This trend manifests in the increasing consumption of services and the addition of experiential elements to physical goods by businesses aware of societal changes. The trend is enhanced by rapidly changing technology and economic production methods providing new sectors of the world’s population with access to the consumption experiences that are repeatedly featured in the media. This is the experience economy, characterised by a search by consumers for fantasies, feelings, and fun. This book was based on a special issue of Journal of Hospitality Marketing & Mangement.

Marketing in Central and Eastern Europe

The other dimension is marketization, defined in the marketing literature as the extent to which countries experience dramatic exposure to global communications, dramatic increases in the availability of foreign as well as domestic ...

Author: Erdener Kaynak

Publisher: Routledge

ISBN: 9781317948865

Category: Business & Economics

Page: 122

View: 234

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Since the sudden opening of the markets in Central and Eastern Europe (CEE) in 1989, there has been a growing need to investigate the fundamental changes occurring in the countries’marketing environment, the lucrative market opportunities created by the changes, and the inscrutable marketing practice followed by local and international companies. Marketing in Central and Eastern Europe helps you understand the changes taking place in these valuable and challenging markets and introduces you to the emerging opportunities and effective marketing strategies to be employed in the region. Researchers specializing in CEE business; managers of international companies operating in or contemplating entering CEE markets; and students studying CEE business, East-West business, or marketing in transitional economies will better understand the region by examining issues of cross- cultural inquiry, commonality, and market segmentation. Marketing in Central and Eastern Europe also provides you with: a region-relevant market analysis to determine environmental dimensions of emerging markets a preliminary report on market-entry strategies in Poland an assessment of foreign direct investment opportunities in Hungary a study of Western-style marketing applied in transitional economies an analysis of marketization and Westernization used as classifying dimensions information on increasing the validity of post-command economy research and application Although the book’s chapters cover a variety of topics and use different research approaches and methodologies, they have a common theme--there is a great interest in, and an equally great need to scientifically investigate, rapidly emerging market opportunities, marketing-environment issues, and marketing-strategy problems with respect to transitional economies of Central and Eastern Europe.