Marketing Textbooks

Read more about Customer Centric Strategy

Customer Centric Strategy

Copyright Year: 2021

Contributor: Shields

Publisher: eCampusOntario

License: CC BY-NC-SA

Customer centricity is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures. Some companies purport to be customer centric but they fall short in connecting this concept throughout all functional areas of the business. While it is important to offer superb customer service, being customer centric is far more than that. It's about mapping the customer journey to discover customer needs and wants, what's working and what is not, then taking action to improve the customer experience. Customer loyalty is built through providing exceptional customer experiences. This in turn increases revenues through positive company image, referrals, and increased customer lifetime value. Most organizations today realize that they must focus on the customer to remain competitive.

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Read more about Leading Innovation

Leading Innovation

Copyright Year: 2022

Contributor: Shields

Publisher: eCampusOntario

License: CC BY-NC-SA

Innovation today considers the economic, environmental, and/or social sustainability of an innovative initiative from its inception or idea generation through to its commercialization or implementation. This concept applies to many types of innovation such as products, processes, services, technologies, and business models. Companies use innovation as a means to gain a competitive advantage and bring value to business stakeholders. This book introduces business innovation, from incremental innovation such as enhancing the performance of an existing product, service, or process, to radical or disruptive innovation such as one that has a significant impact on a market. The content examines how leaders foster a culture of innovation, how companies turn creativity into innovation, and how innovation transforms not only organizations but economies as well.

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Read more about Digital Marketing Strategy

Digital Marketing Strategy

Copyright Year: 2021

Contributor: Dolbec

Publisher: Concordia University Open Textbooks

License: CC BY-NC-SA

The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.

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Read more about Visuals for influence: in project management and beyond

Visuals for influence: in project management and beyond

Copyright Year: 2021

Contributor: van der Hoorn

Publisher: University of Southern Queensland

License: CC BY-NC-SA

‘Visuals for influence: in project management and beyond’ is a practical guide with 24 visuals to download, adapt and deploy to engage your stakeholders. This practical guide will build your confidence and practical skills to quickly and effectively leverage the benefits of visuals to maximise your influence.

(2 reviews)

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Read more about Strategic Marketing in the Global Forest Industries - Third Edition

Strategic Marketing in the Global Forest Industries - Third Edition

Copyright Year: 2018

Contributors: Hansen and Juslin

Publisher: Oregon State University

License: CC BY-NC

The forest industry is increasingly global and every marketer of forest products should have a global perspective. As a natural resource-based industry, the forest industry has an especially high profile role in environmental protection and is increasingly involved in climate change mitigation and management. Global forests are not only important because they provide a source of industrial raw material, but also because of the various other human needs they satisfy. A forest products marketer should have a basic understanding of the role that global forests play in society. Major societal trends are impacting the external environment within which the forest industry operates. We provide an overview of global forests and a brief description of the markets for the main categories of the forest industry.

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Read more about eMarketing - The Essential Guide to Online Marketing

eMarketing - The Essential Guide to Online Marketing

Copyright Year: 2012

Publisher: BCcampus

License: CC BY-NC-SA

eMarketing: The Essential Guide to Online Marketing is a textbook intended for third and fourth year marketing students and draws on both academic theory and practical experience. The book offers students information that is applicable to the eMarket industry by providing examples that are easily relatable. The book covers all of the important aspects of online marketing, including the areas associated with search engine marketing, affiliate marketing, web analytics and conversion optimization, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimization, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management. The book also features summaries, learning objectives and discussion points for each chapter, as well as, a glossary and index.

(3 reviews)

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Read more about Introducing Marketing

Introducing Marketing

Copyright Year: 2011

Contributor: Burnett

Publisher: BCcampus

License: CC BY

Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

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Read more about Growth and Competitive Strategy in 3 Circles

Growth and Competitive Strategy in 3 Circles

Copyright Year: 2012

Contributors: Urbany and Davis

Publisher: Saylor Foundation

License: CC BY-NC-SA

The 3-Circle model was developed over the past several years, initially in strategic planning for a university graduate program and in an executive MBA course designed to integrate the concepts of marketing and competitive strategy. Over the course of time, the 3-Circle model has been successfully used by hundreds of organizations throughout the world in establishing and growing their market positions. Many of the case examples in this book demonstrating applications of the 3-Circle model applications are from executives who have attended executive education training at the University of Notre Dame.

(4 reviews)

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Read more about Legal Aspects of Marketing and Sales

Legal Aspects of Marketing and Sales

Copyright Year: 2012

Contributors: Mayer, Warner, Siedel, and Lieberman

Publisher: Saylor Foundation

License: CC BY-NC-SA

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.

(3 reviews)

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Read more about Electronic Commerce: The Strategic Perspective

Electronic Commerce: The Strategic Perspective

Copyright Year: 2014

Contributors: Watson, Berthon, Pitt, and Zinkhan

Publisher: BCcampus

License: CC BY

This book is written both for practitioners and business students. Managers wishing to understand how electronic commerce is revolutionizing business will find that our comprehensive coverage of essential business issues (e.g., pricing and distribution) answers many of their questions. Advanced business students (junior, seniors, and graduate students) will find that the blend of academic structure and practical examples provides an engaging formula for learning.

(2 reviews)

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