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Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition: a focus on customer service is central - this concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers. The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented. Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position. In this title, 'Stop and Think' features cause the reader to stop and think about how management principles are used in marketing positions (ie - issues related to planning, organizing, and leading). 'YourCareer' features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates. It includes chapters on data warehousing, internal and external communications, and website management - coverage lacking in competing texts. 'Customer Corner' insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems. Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts. End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. This title features excellent summary of chapter concepts.
Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing.Ideally suited to advanced students of marketing, the book uses examples and 'real world' case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar.- Explains and debates key concepts in a clear, readable and concise manner.- Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities.- Includes a glossary of critical marketing terms.- Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students.
Essential to any student of the discipline, this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is a vastly accessible, useful, and insightful text. Providing several real life case studies - from the large corporation, through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms, definitions, and discussion topics. Offering comprehensive support from a companion website, this book is an indispensable guide to the varied domains of market research.
This book presents a citizen-centric perspective of the dual components of e-government and e-governance. E-government refers to the practice of online public reporting by government to citizens, and to service delivery via the Internet. E-governance represents the initiatives for citizens to participate and provide their opinion on government websites. This volume in the Public Solutions Handbook Series focuses on various e-government initiatives from the United States and abroad, and will help guide public service practitioners in their transformation to e-government. The book provides important recommendations and suggestions oriented towards practitioners, and makes a significant contribution to e-government by showcasing successful models and highlighting the lessons learned in the implementation processes. Chapter coverage includes: * Online fiscal transparency * Performance reporting * Improving citizen participation * Privacy issues in e-governance * Internet voting * E-government at the local level
Basic Marketing Research, 8e, International Edition is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage. Basic Marketing Research, International Edition provides a framework for the choices and decisions that must be made by managers - an important aspect of marketing research - because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.