Stock photo. Cover may not represent actual copy or condition available.
Dictionary of Marketing Terms
ISBN: 0844235989
ISBN-13: 9780844235981
Format: Hardcover
|
Customer Reviews
Review this book!
Bibliographic Details
Publisher: McGraw-Hill Published date: 1995 Edition: 2nd edition Size: 6.25 x 9.25 inches Weight: 1.6 pounds
Publisher's Notes
The AMA Dictionary of Marketing Terms is a truly indispensable guide that helps everyone from newcomers to senior-level marketing executives gain a more thorough understanding of every critical marketing concept.
Similar books

Integrated Advertising, Promotion, And Marketing Communications
by Donald Baack

There's No Business That's Not Show Business
by Bernd Schmitt
Say goodbye to "business as usual"--to succeed today you need show business! How do you market in today's "experience culture"--as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? Companies and brands from Altoids to Volkswagen have discovered the answer: bring show business into your business! There's No Business That's Not Show Business demonstrates how to use "show biz" techniques to cut through the clutter, engage your customers personally, differentiate your product or brand--and create real, long--term value. These techniques can be adapted for any product, service, or market--consumer or B2B. You'll learn how to clearly identify strategic objectives and expected outcomes; target your high--value customers; ensure that "show biz" marketing promotes your core brand message; extend your impact via PR and CRM; and, above all, achieve quantifiable results. The right show, the right media, the right venue Choose, invent, and re--invent media around your unique marketing needs Keeping your show "on brand" Drive your core branding message: don't distract from it Shows for customers, with customers, and by customers Use show business to strengthen all your customer relationships Integrating show business and leadership Persona, myth, and ethos: shape the experience of your own company Not just show: business Practical measurements, credible budgets, real ROI Show biz techniques that cut through market clutter--and delight and engage your customers! Building experiences that engage, surprise, and dazzle your customers Tying "show biz" marketing to measurable business goals Breakthrough techniques for consumer, B2B, even internal marketing initiatives Mobile marketing, street evangelism, customer events, theater, and much more Altoids to Oracle, Volkswagen to Victoria's Secret: new case studies in experiential marketing Customers today are more independent than ever, and advertising less effective and more costly every day. There's No Business that's Not Show Business shows how smart companies can use creativity, humor, and play to reach out and engage customers through a new kind of experience. This book provides winning case studies and "show business" techniques that can be used to dazzle customers, launch products, build brands, generate buzz, and build great customer relationships. From road shows to street evangelism to multi--media theater and beyond, it offers a new generation of marketing that can work for every customer in every industry. Most of all, it offers tools to link your "show business" to your brand, to core strategic goals, and to measurable results. Your business can be in show business too--and to reach customers today, it must! Praise for There's No Business That's Not Show Business "This book cleverly and insightfully makes explicit a clear (if upsetting to some) trend, i.e. 'all the world's a stage.' As the emphasis has moved from the physical product (or service) to customer experience, how consumers relate to products in their own authored "play" has increasingly become the focus of marketing thought and practice. Using a variety of well--known (e.g. Victoria's Secret, Intel) and less obvious (e.g., the Guggenheim) examples, the book explores the implications of a focus on the show/experience in an entertaining way. Importantly, however, the book also provides a seven--step procedure for moving from identification of a desired image to the quantitative measurement of performance. This raises the book above the level of identifying a phenomenon to the position of suggesting something useful to do about it. The real value of a book is whether it causes the reader to think as well as stay awake. This one succeeds on both counts." --Don Lehmann, George E. Warren Professor of Business, Columbia University Graduate School of Business "This will be one of the most important business books you'll ever read! It will convince you you're really in show business and that if you're not, you'd better be. Implement the star--studded findings the authors reveal, and you'll have a huge competitive advantage over your competition. Let the show begin." --Jason Jennings, worldwide bestselling author of It's Not the Big That Eat the Small--It's the Fast That Eat the Slow and Less Is More "Bernd Schmitt is unquestionably one of the most creative and original minds in marketing. Well worth the price of admission, his new book with David Rogers and Karen Vrotsos provides sharp, witty insights and engaging case studies that brilliantly illuminate how entertaining experiences can build strong brands." --Kevin Lane Keller, E.B. Osborn Professor of Marketing, Amos Tuck School of Business, Dartmouth College "Schmitt, Rogers, and Vrotsos demonstrate vividly that there is a New Marketing Mix without which your products won't grab any attention, spark any interest, or build any memorable experience." --Philip Kotler, Northwestern Kellogg School of Business, and author of Marketing Management, 11th edition "The authors practice what they preach by presenting a book that is both entertaining and thought--provoking. This book is an important contribution to our deeper understanding of the complex experiences surrounding the consumption of goods and services." --Gerald Zaltman, Professor, Harvard Business School, and author of How Customers Think

Franchising
by Robert Rosenberg
"It's hard to believe that all the key ingredients about franchising can be packedinto one book, but that's what Steve Spinelli, Sue Birley and Bob Rosenberg havedone withFranchising: Pathway to Wealth Creation. From the idea stage to thesophisticated world of IPOs, it's all carefully laid out in fine detail. This is an essentialcollection of valuable information that is long overdue." —Don DeBolt, President, International Franchise Association "A lot of books talk about getting rich. This book takes an analytical approach towealth creation. It uses analysis and quantification in articulating how value iscreated by the franchisor and the franchisee. There's no buying a job here. Spinelli,Birley and Rosenberg take you through the process of examination, execution anddelivery that is sophisticated and, based on my experience, right on target." —Harry D. Loyle, President and CEO, MotoPhoto® "By using actual examples from well-known companies, this book is certain tobecome one that everyone involved in franchising, or contemplating it, will want toown. A fascinating and extremely useful mix of theory and reality, this book tells itthe way it is, for franchisors, franchisees and entrepreneurs." —Steve Siegel, COO and CFO, KaBloom Ltd. and Immediate Past Chairof the International Franchise Association "Franchisingnails it like nothing we've seen before. Spinelli, Birley and Rosenbergnot only perform a fascinating dissection of the nature of franchising, but they bringcolor to an underlying story of successful small business growth in America.Franchisingshould be in the hands of all of us in the business, as well as thoseconsidering the plunge!" —Clifford Hudson, Chairman and CEO, Sonic, America's Drive-In Franchising: Pathway to Wealth Creation Stephen Spinelli, Jr.Robert M. RosenbergSue Birley Franchising isn't just true entrepreneurship; it offers a unique route to rapid, large-scale wealth creation. Over 1,000,000 potential entrepreneurs investigate franchising every year, but this enormous business opportunity remains hugely misunderstood. Now, a truly extraordinary authoring team delivers realistic, start-to-finish guidance for franchisees and franchisors alike. This book brings together the insights of the entrepreneur who built the world's largest system of Jiffy Lube franchises, the CEO who grew Dunkin' Donuts from 300 units to over 3,000, and the franchising expert and former director of the world's #1 bank lender to franchisees. Drawing on their immense personal experience, the authors provide detailed analytical tools for assessing any franchise opportunity, then illuminate every aspect of the business from both franchisor and franchisee perspectives. They cover franchise relationship models and service/product delivery systems; financial and transaction analysis; legal issues; dynamics of the franchise relationship; going international; distributorships; licensing; and even cashing out. Why franchising offers immense wealth creation potential Assessing the possibilities--for both franchisors and franchisees Exploiting the franchising opportunity Proven analytical tools and a real plan for action Building and evaluating the service/product delivery system The real nuts and bolts: offerings, markets, real estate, control, marketing, and more Building better franchisor/franchisee relationships The dynamics of the franchise relationship Franchising and the law What both parties need to know Cashing out The "harvest" strategy--from insider's who've been there Exploit franchising for maximum wealth creation! The definitive insider's guide for franchisors, franchisees, and investors By experts who've made fortunes in franchising at Jiffy Lube and Dunkin' Donuts Demystifies franchising with detailed case studies and examples Covers the entire business lifecycle, from identifying opportunities to cashing out Crucial insights for building--and evaluating--product/service delivery systems No other book brings together an author team with this much practical insider's expertise on using franchising to generate wealth. Sum Stephen Spinelli, Jr., who helped build the world's largest system of Jiffy Lube franchisesSum Robert M. Rosenberg, who grew Dunkin' Donuts from 300 units to over 3,000Sum Sue Birley, former director at the world's #1 franchisee bank lender This is franchising from the inside. Franchising done right. Franchising as true entrepreneurship--for people ready to think big, work hard, and generate real wealth.

Purple Cow
by Seth Godin
Demonstrates the need for companies to develop innovative products, services, and techniques that consumers will seek out, and provides examples of successful marketers in today's changing economy.

Meaningful Marketing
by Doug Hall
|
|
Ready to buy this book?
Below are all of the copies of 9780844235981 we currently have available for purchase, sorted by lowest price first. If you would like to refine your search, use the advanced options in the search box above.
|
|
2)
|
AMA Dictionary of Marketing Terms
Peter D Bennett
McGraw-Hill, 1995-01-11. Hardcover. Acceptable. ex-library copy with the usual library markings.We ship daily and delivery confirmation is provided on all domestic orders. ( more information)
Offered by JE Duplice Books (United States)
|
|
|
3)
|
AMA Dictionary of Marketing Terms
Peter D. Bennett
McGraw-Hill 1995-01-11 Hardcover 0844235989 2nd edition. Has a small name stamp inside front cover (on FEP and FFEP) otherwise fine. ISBN-10: 0844235989 ISBN-13: 9780844235981. ( more information)
Offered by Robert Pearson, Bookseller (United States)
|
|
|