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Giovanetti F: The Customer-Driven
Marketing Handbook

The Customer-Driven Marketing Handbook

Building Marketing Plans That Capture and Convert

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

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs.The authors’ expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

With this undergraduate textbook, students will learn how to analyse key business data and create new marketing opportunities.

Understand Data-Driven Decision-Making

Principles of Marketing Analytics

This textbook will show students how to develop, implement and evaluate effective digital marketing with coverage of the latest trends and considerations including AI and sustainability.

Design, Implement and Measure Effective Campaigns

Digital Marketing in Practice

Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.

A Comprehensive Guide to Customer Insight and Market Understanding

Market Research in Practice

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

With this postgraduate textbook, learn how to critically analyse how sustainable a company's communications and brand is, and how to create a sustainable marketing plan.

Principles and Practices for Responsible and Ethical Marketing

Sustainable Marketing Strategies

Develop an understanding of how the principles of neuromarketing can be applied to your everyday marketing for a competitive edge.

Practical Insights for Improving Customer Engagement

Neuromarketing

Routledge Studies in the History of Marketing

This book addresses the need to understand marketing practices in the context of the rich and varied history of India. Such an understanding will not only enrich marketing as a discipline, but also provide marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India over 2000 years, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

The concepts and practices of marketing, as well as the ideologies that impel these, are rooted in specific social and cultural contexts, predominantly those of the USA, and Europe. Moreover, the Western dominance of marketing thought permeates it with Western values such as individualism and rationalism. This has led to important contexts outside these traditions such as India being overlooked. India has an enormously rich and varied culture and history, and this book addresses the need to understand marketing practices within this diverse context. Such an understanding will not only enrich marketing as a discipline, but also provide both Western and Indian marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India from the BCE period to the current period, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

History of Marketing in India

The Customer-Driven Marketing Handbook

Bibliografische Angaben

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Bibliografische Angaben

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