Digital library
Textbooks, references and open learning resources.
External
Customer Insights
Aila Khan; Mohammad Hossain; Sabreena Amin · Western Sydney University · 2023
Increasingly, the concept of marketing research is being replaced with the term ‘customer or consumer insights’. As decision-makers are bombarded with data, it is important to have an Insights Team or Department which can sift through it all and identify those nuggets of information that can meaningfully explain human behaviour. Such insights must translate into an informed business strategy for success. This book has been curated to ensure that the practice of data collection, analysis, and interpretation is presented from an industry perspective.
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Growth and Competitive Strategy in 3 Circles
Joe Urbany; James Davis · Saylor Foundation · 2012
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. The development of competitive strategy is difficult because there are a lot of moving parts, as well as hundreds of frameworks, that might potentially guide the effort. Executives appreciate how the 3-Circle model simplifies the integration of customer, firm, and competitor analysis to generate growth strategies. It also provides a common language and process for understanding and explaining competitive advantage and for identifying profitable growth strategy.
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Launch! Advertising and Promotion in Real Time
Michael Solomon; Lisa Cornell; Amit Nizan · Saylor Foundation · 2009
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look ”behind the curtain“ — even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech
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Principles of Marketing
Dr. Maria Gomez Albrecht; Dr. Mark Green; Linda Hoffman; Jacqueline Babb · OpenStax, Rice University
Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.
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Principles of Marketing
Brad Zima · Northeast Wisconsin Technical College
In the contents: 1.03: Actionable SWOT Analysis vs. General Observations · 1.04: Synthesizing Environmental Data into a Situation Analysis Report
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Principles of Marketing
Lumen Learning · LibreTexts
In the contents: 4.06: Reading- SWOT Analysis
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Principles of Marketing for Transformation
Elizabeth Dellegrazie · Concordia University Chicago
In the contents: 14.8: RACE for Competitive Analysis · 17.04: Marketing Plan Exercise - Situation Analysis
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MKT 300: Principles of Marketing
Dipali Buch · Folsom Lake College
In the contents: 4.06: Reading- SWOT Analysis
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Core Principles of International Marketing
Babu John-Mariadoss · Texas Tech University
In the contents: 6.03: Global Market Opportunity Assessment PESTEL Analysis · 6.04: Global Market Opportunity Assessment CAGE Analysis · 6.05: Global Market Opportunity Assessment Scenario Planning and Analysis
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Segmentation and Target Marketing Remix (Arthur)
LibreTexts
In the contents: 02: Consumer Analysis · 2.02: Demographic Analysis
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Bus 230: International Marketing
Janet Laurin · Cañada College
In the contents: 7.03: Global Market Opportunity Assessment PESTEL Analysis · 7.04: Global Market Opportunity Assessment CAGE Analysis · 7.05: Global Market Opportunity Assessment Scenario Planning and Analysis
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Retail Management
Lumen Learning · LibreTexts
In the contents: 02: Retail Environment Analysis · 2.08: Introduction to Competitive Analysis · 2.11: Why It Matters- Retail Environmental Analysis