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Perspectives on Marketing 1st Edition by Jason I Miletsky, Michael Hand ISBN 1598638718 9781598638714

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Author(s): Jason I. Miletsky, Michael Hand
ISBN(s): 9781598638714, 1598638718
Edition: 1
File Details: PDF, 1.87 MB
Year: 2009
Language: english
SKU: EB-1673906 Category: Tags: ,

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ISBN 10: 1598638718 
ISBN 13: 9781598638714
Author: Jason I Miletsky, Michael Hand

Who’s the real branding expert: the agency or the brand? Each has a different approach to what brand building’s really all about and the methods needed to generate consumer loyalty. Each approaches brand building strategies from a different angle – a different perspective – and without understanding both points of view, the picture is never fully complete. Perspectives on Branding is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Genevieve Smith gives the brand point of view on topics including what a brand actually is (not many people really get it, operationalizing the brand and making it tangible, successfully marketing the brand, the best ways to measure results, which brands do it right, and which brands do it wrong and a whole lot more. What makes this book different from other branding books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at branding as both the client and brand see it, leaving readers with a list of action items and a better understanding of core brand building concepts to dramatically improve their strategies.

Perspectives on Marketing 1st Table of contents:

  • Introduction to Marketing

    • What is marketing?

    • The role of marketing in business and society

    • Key marketing concepts and terminology

  • Understanding Consumers

    • Consumer behavior theories

    • The decision-making process

    • The psychology behind purchasing decisions

  • Marketing Strategy

    • The marketing mix (4Ps: Product, Price, Place, Promotion)

    • SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

    • Market segmentation, targeting, and positioning

  • Product Management

    • Product development and lifecycle

    • Branding and brand management

    • Innovation and product differentiation

  • Pricing Strategies

    • Approaches to pricing

    • Price elasticity of demand

    • Psychological pricing techniques

  • Marketing Communications

    • Advertising and promotions

    • Public relations and media strategy

    • Social media and digital marketing

  • Distribution Channels

    • The role of distribution in marketing

    • Channel management and logistics

    • Retailing and e-commerce

  • Marketing Research

    • Research methodologies (qualitative and quantitative)

    • Analyzing consumer data

    • Using research to inform marketing decisions

  • Ethical and Social Responsibility in Marketing

    • Corporate social responsibility (CSR)

    • Ethical issues in marketing

    • Sustainable marketing practices

  • Global Marketing

    • International marketing challenges

    • Marketing strategies in global markets

    • Cultural considerations and adaptations

  • Emerging Trends in Marketing

    • The impact of technology on marketing (e.g., AI, big data)

    • Future trends in consumer behavior and marketing channels

    • The rise of influencer marketing and personalization

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Tags: Jason I Miletsky, Michael Hand, Marketing