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This concise introductory textbook enables students to understand and apply the key concepts of marketing.

Corcoran A: Introduction to Marketing

Introduction to Marketing

Concepts and Contexts

Introduction 1. The Role, Form and Dynamics of Markets 2. The Competitive Market Environment 3. Consumer Behaviour 4. Market Research and Insight 5. Segmentation and Strategy 6. Products 7. Pricing 8. Place 9. Promotion 10. Customer experience

The book comprehensively covers the subject of brand management in a fiercely competitive market environment. In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand.With relevant case studies and examples, particularly of fast-moving consumer goods (FMCG), this volume provides strategic directions and lessons for creating and developing brands that can stand test of the time. It also expounds on building brand equity in challenging times, brand extension, brand strategy as well brand accounting and valuation. The book also covers strategies for building service brands -- marketing strategies and processes have changed over time with technology and brands now must be built through social media and digital marketing, which is discussed comprehensively with cases in this title.The book will be useful to students and teachers of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations. It will also be an invaluable resource for brand marketers and practitioners.

Surviving the Competitive Environment

Strategic Brand Management

Learn how to change company cultures, solve climate concerns and develop long-term sustainability solutions with this essential book outlining insights from innovative leaders and CEOs from different disciplines.

Strategies for Leading a Regenerative Business

The Sustainability Playbook

Learn how to utilize emerging technologies and innovations to enhance marketing strategies and tactics with this textbook for upper-level studies.

Integrating Martech for Transformational Marketing

Marketing Technology

Using Technology for Lasting Impact and Resilience

Digital Sustainability

Through theory and data-driven techniques this postgraduate textbook will help advanced students turn their marketing data into practical insights.

Transform Data into Insights

Advanced Marketing Analytics

This book analyses Artificial Intelligence (AI) and its impact on sustainability, ethics, security, and society. It provides actionable strategies for eco-friendly AI, navigating legal frameworks, and implementing ethical practices. It examines security challenges from AI misuse, outlining necessary cybersecurity enhancements. Real-world case studies bridge theory and practice. Guidance is provided for aligning AI adoption with societal and environmental goals, promoting responsible AI development for a sustainable future. This comprehensive study of AI begins by looking at AI's role in environmental sustainability, providing actionable strategies for eco-friendly AI development and deployment. This includes understanding the complex relationship between AI and the environment to minimize its footprint and promote AI solutions that contribute to environmental goals. The authors extend into insightful discussion on navigating the intricate legal frameworks and implementing ethical AI practices. This guidance reduces the risk of legal challenges and reputational damage, leading to increased trust and responsible AI development and use. Bridging the gap between theory and practice is another important feature in this book. With real-world case studies, the reader gains practical understanding of how AI is being used in different contexts. This further enhances the accelerated adoption and increased innovation of AI solutions in different fields. This book provides a clear roadmap for responsible and sustainable AI integration, aligning AI initiatives with broader societal objectives.The primary audience for this book includes business leaders, professionals, policymakers, technologists and AI practitioners.

The Blueprint for AI Adoption and Societal Transformation

Why we need less science and more art in marketing

The Art in Marketing

T&T Clark Enquiries in Theological Ethics

A Theological History

The Spirit of the Corporation

Understanding and preventing financial misconduct

The Fault Lines of Finance

Building a Program for Strategy and Oversight

Practical AI Governance

Learn how to produce and implement digital marketing campaigns using this practical, step-by-step guide, catered for those in the travel industry.

Practical Strategies for Effective Marketing

Digital Marketing for Travel Brands

Learn the theory and practice of social media marketing and social media management success with this textbook.

Digital Marketing in a Networked World

Social Media Marketing

Introduction to Marketing

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