Short Description:
This book is aimed at managers, business owners, marketing managers, and aspiring social media marketing interns and managers. I will assume that however accomplished in your own field - baker, developer, teacher and that even as successful business owners, you approach the topic of social media marketing as a beginner. Even if you are an avid personal user of social networks, we will treat this book as a guided tour of social media for marketing purposes.

Long Description:
This book is aimed at managers, business owners, marketing managers, and aspiring social media marketing interns and managers. I will assume that however accomplished in your own field – baker, developer, teacher and that even as successful business owners, you approach the topic of social media marketing as a beginner. Even if you are an avid personal user of social networks, we will treat this book as a guided tour of social media for marketing purposes.

While this is a textbook, it is not meant to read like a traditional textbook, especially on a topic that is rooted in digital to an audience who, let’s be honest, doesn’t really like to read. No shade. I too would rather watch a YouTube video on how to fix a problem with my laptop than read the manual.

Like many of my Generation X peers, I began using forums and chat rooms in the early 1990’s and have watched social networks come and go (AOL and Yahoo chat rooms, Friendster, Myspace) – To those not inclined to spend countless hours online over the past couple of decades, it may seem as if things change too often.

For others, particularly those born into the technology, aka digital natives, social networks as with most technology, are second nature to you, but not having work experience may leave you perplexed as to what your boss/ client / customers really want from you as a social media manager.

If you fall within either one of these audiences, this book is for you. I will do my best to help you sort out a basic understanding of the why of social media as a marketing tool for business, for personal brand building, and perhaps more importantly, where to find supporting information and research to help you design, monitor, test, and re-define a social media marketing strategy.

If you are utilizing this book as an instructor or are considering using this book as an instructor, first of all, Thank you very much! Here, you will find the instruction plan and a practical way of teaching students how the principles of marketing work. We will also explore the principles for each prominent social website. Also, the exercises with every chapter will give students a better chance at understanding these concepts as well.

To sum it up, the target audience for the book is a person who is interested in social media marketing for brand building.

Word Count: 23734

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

This resource is a video abstract of a research paper created by Research Square on behalf of its authors. It provides a synopsis that's easy to understand, and can be used to introduce the topics it covers to students, researchers, and the general public. The video's transcript is also provided in full, with a portion provided below for preview:

"In the past 30 years, the number of children who are overweight or obese has increased by nearly 50 percent. Ads for sugary cereals, soda, and other junk foods are thought to contribute to this rise, but few studies have directly measured how much marketing children see in a typical day. Now, using wearable cameras, researchers in New Zealand have done just that, finding that marketing for unhealthy foods outnumbers that for healthy foods by more than 2 to 1. The scientists recruited children attending various schools in Wellington to wear a small camera, or Kids’Cam, that would take snapshots every 7 seconds to capture marketing exposures. The students were about 12 years old and came from different socioeconomic and ethnic backgrounds. Recording lasted for four days, starting on a Thursday to cover both schooldays and weekends. The team reviewed all of the images from the 168 participants, coding each image for any food marketing..."

The rest of the transcript, along with a link to the research itself, is available on the resource itself.

Legal Aspects of Marketing and Sales is an up-to-date textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. The text is organized to permit instructors to tailor the materials to their particular approach. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style.

The 15.821 and 15.822 Sequence
Marketing research may be divided into methods that emphasize understanding "the customer" and methods that emphasize understanding "the market." This course (15.821) deals with the customer and emphasizes qualitative methods (interviews, focus groups, Voice of the Customer, composing questions for a survey). The companion course (15.822) deals with the market and emphasizes quantitative methods (sampling, survey execution, quantitative data interpretation, conjoint analysis, factor analysis).
The methods covered in 15.821 are often used in the "front-end" of market research project, whose second-stage is a quantitative survey. The quality of information gathered in the second-stage is greatly enhanced in this way.
15.821 is designed for the nonspecialist, e.g., someone planning a career in general management, product or project management, R&D, advertising, or entrepreneurship. 15.822 teaches analytical techniques that are standard in consulting or marketing research, and is ideally suited for students planning careers in those fields.

Do you enjoy the competitive challenge of starting up a new business or expanding into new areas? Are you involved in economic and community development? Are you considering the best place to work and live? Do you like to gain an advantage? Location Intelligence for Business extends the application of geospatial intelligence analytical methods to the business world for competitive advantage. You will have an opportunity to understand and apply location technologies, geospatial analysis, and business geography (demographics and psychographics) to support competitive business decision-making. You will uncover and explore the key geospatial principles involved in site selection, market analysis, risk and crisis management, logistics, and transportation by solving those problems with available geospatial tools and data.

LEARNING OBJECTIVESAfter studying this chapter, you shoud be able to:explain the meaning of‘marketing’; distinguish between ‘marketing’and ‘selling’;list out important functions of marketing;examine the role of marketing in the development of an economy in a firm, to the society and to consumers;explain the elements of  marketing-mix; classify products into different categories; analyse the factors affecting price of a product;list out the types of channels of distribution; and  explain the major tools of promotion, viz. advertising, personal selling, salespromotion and publicityWHERE DO COMPANIES DO THEIR BUSINESS?In the Markets or in the Society?It is an undisputed fact that a company’s survival does not depend upon its consumers alone, but a diverse set of stakeholders like the government, religious leaders, social activists, NGOs, media, etc. Hence, earning the satisfaction of these segments is also as imperative as they add to the power of the brand by word of mouth.The social concern adds to the strength of the brand. Corporates that embraced the deepest social values, have been successful in building powerful brand, and, eventually, robust customer relationship. The area of corporate social justice fall under two broad categories. The issues such as the nutrition of children, child care, old-age homes, amelioration of hunger, offering aid to those affected by naturalcalamities, etc. needing instant attention with humanitarian perspective, comes under the first category.“Business is not financial science, it’s about trading, buying and selling. It’s about creating a product or service so good that people will pay for it.” — Anta Roddick“Marketing takes a day to learn. Unfortunately it takes time to master.”WHAT IS A MARKETIn the traditional sense, the term ‘market’ refers to the place where buyers and sellers gather to enter into transactions involving the exchange of goods and services. It is in this sense that this term is being used in day today language, even today. The other ways in which this term is being used is in the context of a product market(cotton market, gold or share market), market (national and international market), type of buyers(consumer market and industrial market) and the quantity of goods transacted (retail market and wholesale market).WHAT IS MARKETINGThe term marketing has been described by different people in different ways. Some people believe that marketing is same as ‘shopping’. Whenever they go out for shopping of certain products or services, they describe it as marketing.There are some other people who confuse marketing with ‘selling’ and feel that marketing activity starts after a product or service has been produced. Some people describe it to mean ‘merchandising’ or designing aproduct. All these descriptions may be partly correct but marketing is a much broader concept.1. Needs and Wants:The process of marketing helps individuals and groups in obtaining what they need and want. Thus, the primary reason or motivation for people to engage in the process of marketing is to satisfy some of their needs or wants. In other words, the focus of the marketing process is on satisfaction of the needs and wants of individuals and organisations.A need is a state of felt deprivation or feeling of being deprived of something. If unsatisfied, it leaves a person unhappy and uncomfortable.For example, on getting hungry, we become uncomfortable and start looking for objects that are capable ofsatisfying our hunger. Needs are basic to human beings and do not pertain to a particular product. Wants, on the other hand, are culturally defined objects that are potential satisfiers of needs. In other words, human needs shaped by such factors as culture, personality and religion are called wants. A basic need for food,for example, may take various forms such as want for dosa and rice for a South Indian and chapatti and vegetables for a North Indian person.2. Creating a Market Offering:On the part of the marketers, the effort involves creation of a ‘market offering. Market offering refers to a completeoffer for a product or service, having given features like size, quality, taste, etc; at a certain price; available at agiven outlet or location and so on. Let us say the offer is for a cell phone, available in four different versions, onthe basis of certain features such as size of memory, television viewing, internet, camera, etc., for a given price,say between Rs. 5,000 and Rs. 20,000 (depending on the model selected), available for sale at say firm’s exclusiveshops in and around all metropolitan cities in the country. A good ‘market offer’ is the one which is developed afteranalysing the needs and preferences of the potential buyers.3. Customer Value:The process of marketing facilitates exchange of products and services between the buyers and the sellers. The buyers, however, make buying decisions on their perceptions of the value of the product or service in satisfying theirneed, in relation to its cost. A product will be purchased only if it is perceived to be giving greatest benefit or valuefor the money. The job of a marketer, therefore, is to add to the value of the product so that the customers preferit in relation to the competing products and decide to purchase it.4. Exchange Mechanism:The process of marketing works through the exchange mechanism. The individuals (buyers and sellers) obtain what they need and want through the process of exchange. In other words, the process of marketing involves exchange of products and services for money or something considered valuable by the people. Exchange refers to the processthrough which two or more parties come together to obtain the desired product or service from someone,offering the same by giving something in return.For example, a person feeling hungry may get food by offering to give money or some other product or service in return to someone who is willing to accept the same for food.

Business Management of a Digital Presence

Short Description:
This Creative Commons textbook is designed to introduce readers to the many components of maintaining a business' online presence through effective communication and design.

Word Count: 19874

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

This course discusses the basics every manager needs to organize successful technology-driven innovation in both entrepreneurial and established firms. We start by examining innovation-based strategies as a source of competitive advantage and then examine how to build organizations that excel at identifying, building and commercializing technological innovations. Major topics include how the innovation process works; creating an organizational environment that rewards innovation and entrepreneurship; designing appropriate innovation processes (e.g. stage-gate, portfolio management); organizing to take advantage of internal and external sources of innovation; and structuring entrepreneurial and established organizations for effective innovation. The course examines how entrepreneurs can shape their firms so that they continuously build and commercialize valuable innovations. Many of the examples also focus on how established firms can become more entrepreneurial in their approach to innovation.

Une introduction à l'utilisation des outils en technologie de l'information pour les processus opérationnels, stratégiques et tactiques ainsi que les prises de décision au sein des organisations

Word Count: 99600

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

This course provides an introduction to the fundamental concepts of marketing, including a customer orientation, matched with attention to competition and core strengths. It is organized so that each class is either a lecture or a case discussion. This course is a half semester MBA course taught to students in their first semester at Sloan. Together with their other core courses, students have the option of taking this course or an introductory finance course. This course is a prerequisite for all of the advanced marketing courses.

15.810 Marketing Management is designed to serve as an introduction to the theory and practice of marketing. Students will improve their ability to develop effective marketing strategies and assess market opportunities, as well as design strategy implementation programs. In addition, students will have the opportunity to communicate and defend their recommendations and build upon the recommendations of their peers. We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers, individual assignments, and group projects. We will draw materials from a variety of sources and settings including services, consumer and business-to-business products.

This course helps students develop skills in marketing analysis and planning, and introduces key marketing ideas and phenomena, such as how to deliver benefits to customers and marketing analytics. It presents a framework for marketing analysis and enhances problem solving and decision-making abilities in these areas. Material relevant to understanding, managing, and integrating marketing concepts in managerial situations, from entrepreneurial ventures to large multinational firms, and to consulting are presented.

The four Ps classification for developing an effective marketing strategy was first introduced in 1960 by marketing professor and author E. Jerome McCarthy. Depending on the industry and the target of the marketing plan, marketing managers may take various approaches to each of the four Ps. Each element can be examined independently, but in practice, they often are often dependent on one another.

This brief presentation will provide an introduction to marketing strategy - specifically, growth strategies for business. This presentation will introduce and provide an explanation of Ansoff's matrix and market growth strategies. 

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.
Objectives

Identify, evaluate, and develop marketing strategies.
Evaluate a firm’s opportunities.
Anticipate competitive dynamics.
Evaluate the sustainability of competitive advantages.

Short Description:
Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics. NewPara https://doi.org/10.24926/8668.1901 ISBN: 978-1-946135-19-3

Long Description:
Principles of Marketing is adapted from a work produced by a publisher who has requested that they and the original author not receive attribution. This adapted edition is produced by the University of Minnesota Libraries Publishing through the eLearning Support Initiative.

Principles of Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today’s environment:

Service dominant logic — This textbook employs the term ”offering“ instead of the more traditional First “P” — product. That is because consumers don’t sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both.

Sustainability — Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the ”triple bottom line“ of financial, social, and environment performance.

Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations.

Global coverage — the authors deliberately entitled Chapter 1 ”What is Marketing?“ Whether it is today’s price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today’s marketing professionals must understand the world in which they and their companies operate.

Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer ”well, what this marketing strategy really worth it?“ And ”what is the marketing ROI?“ And finally, ”what is this customer or set of customers worth to us over their lifetime?“

Word Count: 124476

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)