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This I Know: Marketing Lessons from Under the Influence

This I Know: Marketing Lessons from Under the Influence

Terry O'Reilly

Chicago Review Press
2018
nidottu
Terry O'Reilly, host of the popular radio show Under the Influence, provides the best stories about smart marketing for small business. In Terry's gifted presentation, This I Know is more than applied business techniques. It offers a unique view of contemporary life through the lens of advertising. Skillfully revealing the machinations behind the marketing curtains, O'Reilly explains how small business can harness the tricks of the trade that the biggest corporations use to create their own marketing buzz.
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Applying Scientific Reasoning to the Field of Marketing: Make Better Decisions

Applying Scientific Reasoning to the Field of Marketing: Make Better Decisions

Terry Grapentine

Business Expert Press
2012
nidottu
Marketing decisions often misfire when driven more by beliefs than knowledge. Make Better Marketing Decisions: Lessons from the Philosophy of Science, guides readers on how to think more clearly and correctly when making these decisions, thereby increasing organizational success. The book is based on the field of epistemology--the study of how knowledge is created--within the philosophy of science. Epistemology is a difficult subject with its own vocabulary and concepts that are often esoteric and considered too academic for marketing decision makers and researchers to apply. Consequently, the first sections of the book disabuse this notion by explaining why incorporating a scientific way of viewing the world and the scientific method is actually a practical way to make better decisions. These introductory chapters transition into a more formal discussion of philosophy of science, epistemology, and why marketing is a social science as opposed to merely an art or a practice, like medicine or engineering. The main body of the book then guides the reader through selected lessons from the philosophy of science to improve decision making. Example topics are (1) applying scientific reasoning to decision making, (2) differentiating between symptoms vs. causes of consumer behavior, and (3) understanding the importance of theory development in translating information into understanding. The book concludes by identifying the necessary conditions for applying philosophy of science's lessons to decision making and how to strike the proper balance between (1) allocating resources for knowledge creation, and (2) managing the day-to-day realities of running a business.
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Engaging your Community through Active Strategic Marketing

Engaging your Community through Active Strategic Marketing

Terry Kendrick

Facet Publishing
2021
nidottu
Now more than ever, libraries must find ways to engage with their communities in order to demonstrate the value they create and deliver. Engaging your Community through Active Strategic Marketing is a comprehensive resource that provides an overview of best practice strategic marketing, with advice on how to implement effective marketing activities in libraries and information services with the best chance of success. It takes each element of the strategic marketing domain and outlines both current marketing best practice and its detailed application in the library and information sector. It includes a set of tools and techniques to help reflection and progress towards effective marketing. Whether it is raising awareness of resources, increasing library use or demonstrating value, this book will help libraries from all sectors achieve their goals, communicate their benefits and present a clear and consistent image.Coverage includes:strategic marketing planningunderstanding users and potential usersidentifying value and grouping users for marketing activityunderstanding stakeholder management to support marketing activitycrafting messagesidentifying effective marketing channelsdigital marketingevaluating the response to marketing activity.Engaging your Community through Active Strategic Marketing is a must-read for library and information service directors and managers in all sectors. It will also be useful for all library and information professionals interested or involved in the strategic planning or marketing of library services and students of library and information science, particularly those taking library management or marketing modules.
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Engaging your Community through Active Strategic Marketing

Engaging your Community through Active Strategic Marketing

Terry Kendrick

Facet Publishing
2021
sidottu
Now more than ever, libraries must find ways to engage with their communities in order to demonstrate the value they create and deliver. Engaging your Community through Active Strategic Marketing is a comprehensive resource that provides an overview of best practice strategic marketing, with advice on how to implement effective marketing activities in libraries and information services with the best chance of success. It takes each element of the strategic marketing domain and outlines both current marketing best practice and its detailed application in the library and information sector. It includes a set of tools and techniques to help reflection and progress towards effective marketing. Whether it is raising awareness of resources, increasing library use or demonstrating value, this book will help libraries from all sectors achieve their goals, communicate their benefits and present a clear and consistent image.Coverage includes:strategic marketing planningunderstanding users and potential usersidentifying value and grouping users for marketing activityunderstanding stakeholder management to support marketing activitycrafting messagesidentifying effective marketing channelsdigital marketingevaluating the response to marketing activity.Engaging your Community through Active Strategic Marketing is a must-read for library and information service directors and managers in all sectors. It will also be useful for all library and information professionals interested or involved in the strategic planning or marketing of library services and students of library and information science, particularly those taking library management or marketing modules.
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Financial Institutions & Markets

Financial Institutions & Markets

Ben Hunt; Chris Terry

Nelson Australia
2011
nidottu
Thoroughly updated, this new sixth edition of Financial Institutions and Markets focuses on Australia’s financial system, while retaining the structure of the successful fifth edition. It examines the financial system’s three main functions – settlement, flow-of-funds and risk transfer – and provides a clear and comprehensive integrated account of the activities of Australia’s financial institutions and markets, including the risks they face and the instruments they use. As well, the major capital and foreign exchange markets and the markets for derivatives (and their use as hedging instruments) are discussed. This new 6th edition covers recent financial innovations, such as high-frequency trading in the share market and APRA’s adoption of Basel II (and Basel III) – an explanation of how the RBA assesses the financial system’s stability. It also includes new ‘Industry Insights’ and ‘Practical Applications’ that illustrate specific topics, such as the role of margin loans and short selling in the demise of ABC Learning. The main update for this new edition has been the development of ‘Lessons from the GFC’ that are designed to complement the book’s explanations of a range of topics, such as the use of leverage, lending for housing, securitisation, the role of the inter-bank market, the pricing of risk in bond markets and the role of speculation in the market for Australian dollar.
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Financial Institutions and Markets

Financial Institutions and Markets

Ben Hunt; Chris Terry

Cengage Australia
2018
muu
Financial Institutions and Markets focuses on the operation of Australia’s financial system. This text examines the financial system’s three main functions: settlement, flow-of-funds and risk transfer. The book provides a comprehensive and easily understood integrated account of the activities of Australia’s financial institutions and markets – and their instruments – including the major capital and foreign exchange markets, and the markets for derivatives. This book is fully updated post - GFC to include coverage of issues such as Bitcoin, Atlassian and Brexit. New print books also come with Search Me! Finance, so you have the latest finance news stories at your fingertips.
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Critical Thinking for Marketers, Volume I

Critical Thinking for Marketers, Volume I

David Dwight; Terry Grapentine; David Soorholtz

Business Expert Press
2016
nidottu
All marketing actions, whether preceded by formal or informal decision-making processes, are based on what philosophers call ""arguments."" An argument is a set of related statements comprising premises and a conclusion. Ideally, premises give an audience good reasons for accepting your argument's conclusion. In marketing, these ""conclusions"" are normative decisions about what an organization should do, for example, raise prices by five percent, add a new sales territory or, perhaps, change the marketing communications mix to invest more in digital and less in print. The premises are the rationale behind why the organization should take such actions. Critical Thinking for Marketers: Learn How to Think, Not What to Think provides information and guidelines on not only how to develop good arguments, but also what it means to develop a good argument. For example, the book describes two basic kinds of arguments-deductive and inductive-and how to examine whether such arguments are ""good"" or not. To do this, the book explains 60 logical fallacies-or errors in reasoning-that marketers should avoid. Additionally, the authors' several ""Think Better"" discussions examine how fields such as philosophy, behavioral economics, and marketing theory have informed the principles of critical thinking in marketing.
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Critical Thinking for Marketers, Volume II

Critical Thinking for Marketers, Volume II

David Dwight; Terry Grapentine; David Soorholtz

Business Expert Press
2016
nidottu
This second volume of Critical Thinking for Marketers expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science and marketing as an applied science. Section I, ""Think Better,"" provides introductory discussions of - marketing as a science; the difference between correlation and causation; the meaning of what a “concept” is and why it is critical for marketers to develop good concept definitions (e.g., “What is customer satisfaction?”); why the 18th century Scottish philosopher David Hume is relevant to marketers today; and the impact that behavioral economics is having on how marketers do their job. Section II, ""Cognitive Biases and Their Importance,"" talks about recent discoveries in cognitive psychology and neuroscience that have relevance to marketers. You’ll learn that marketers need to be aware of their own cognitive biases and irrational thinking processes, which often lead to making bad decisions, and that the retail and business customers we market to are not as rational as we may think and hope they are. Finally, Section III, ""Conclusions,"" draws on both Volumes I and II to summarize the book’s primary messages with helpful hints on applying your new tools and making better marketing decisions.
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Winning Market Leadership

Winning Market Leadership

Adrian Ryans; Roger More; Donald Barclay; Terry Deutscher

John Wiley Sons Inc
2000
sidottu
A dynamic new approach to developing winning marketing strategies in today's most demanding industries.In the high-tech sector, where constant innovation is the norm and sweeping changes can occur literally overnight, marketing planning often seems like an exercise in frustration. Written by an all-star team from the prestigious Richard Ivey School of Business, this book describes a dynamic new approach to strategic marketing planning that has helped today's top high-tech companies win and sustain market leadership. By following the examples set by Intel, Compaq, and other industry leaders, readers learn how to plan faster, develop and effectively deploy cross-functional teams, create "living plans" that quickly adapt to new market conditions and competitive dynamics, drive yes/no decisions, focus on cash flow and profitability, and much more.Case studies from Intel, Compaq, Hewlett-Packard, Glaxo-Welcome, General Electric, and other high-tech industry leadersAdrian B. Ryans, Roger More, Don Barclay, and Terry Deutscher (London, Ontario) are faculty members in the Richard Ivey School of Business, University of Western Ontario.
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Creative Arts Marketing

Creative Arts Marketing

Liz Hill; Catherine O'Sullivan; Terry O'Sullivan; Brian Whitehead

Routledge
2017
nidottu
Creative Arts Marketing third edition is a long-awaited update of a classic and influential text. A ground-breaking book when first published, it covers the core concepts of marketing and management as they apply to the arts and heritage industries with a depth that is still unrivalled.With an emphasis on global case studies, practical examples and discussion questions and an author team that draws from rich and varied experiences in the arts management sector, the book serves as a text for students as much as it is a practitioner's guide to industry best practice. Extensively revised to reflect the dramatic changes to this industry, this edition integrates organizational and management subject matter, reflecting the marketing function’s deeper involvement in broad organizational issues. This fully updated and revised third edition features: Audience diversity and audience developmentThe impact of digital technologies on the industryAn exploration of the increasingly complex relationship between public and private funding for the artsEthics and sustainability issues for arts marketersCultural policy changes in the industry Including a brand new companion website, complete with materials for tutors and students for the first time, the return of this important text will be welcomed by students, tutors and professionals in the arts.
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Creative Arts Marketing

Creative Arts Marketing

Liz Hill; Catherine O'Sullivan; Terry O'Sullivan; Brian Whitehead

Routledge
2017
sidottu
Creative Arts Marketing third edition is a long-awaited update of a classic and influential text. A ground-breaking book when first published, it covers the core concepts of marketing and management as they apply to the arts and heritage industries with a depth that is still unrivalled.With an emphasis on global case studies, practical examples and discussion questions and an author team that draws from rich and varied experiences in the arts management sector, the book serves as a text for students as much as it is a practitioner's guide to industry best practice. Extensively revised to reflect the dramatic changes to this industry, this edition integrates organizational and management subject matter, reflecting the marketing function’s deeper involvement in broad organizational issues. This fully updated and revised third edition features: Audience diversity and audience developmentThe impact of digital technologies on the industryAn exploration of the increasingly complex relationship between public and private funding for the artsEthics and sustainability issues for arts marketersCultural policy changes in the industry Including a brand new companion website, complete with materials for tutors and students for the first time, the return of this important text will be welcomed by students, tutors and professionals in the arts.
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eMarketing: Digital Marketing Strategy

eMarketing: Digital Marketing Strategy

Raymond Frost; Alexa K. Fox; Terry Daugherty

ROUTLEDGE
2022
nidottu
eMarketing, 9th edition, equips students with the solid foundation in digital marketing required to excel in practice and "think like a marketer". The book connects digital marketing topics with the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, customer experience, digital media consumption, analytics, big data and AI, and diversity and ethics. Case studies and examples have been updated across the book to demonstrate marketing practice in real organizations globally. Pedagogical features support the theoretical foundation throughout, incorporating "success stories" and "let's get technical" boxes, as well as activities at the end of each chapter, to aid students in their understanding of, and ability to execute, successful digital marketing strategies. Highly regarded and comprehensive, this textbook is core reading for undergraduate students studying digital marketing and digital business. Online resources include PowerPoint slides and a test bank.
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