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ISBN: 1680837478 Year: 2020 Publisher: Norwell, MA : Now Publishers,
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This monograph draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value.
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ISBN: 9781680837476 1680837478 Year: 2020 Publisher: Norwell, MA Now Publishers
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This monograph draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value.
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ISBN: 1119198151 1118429117 Year: 2008 Publisher: Chichester : Wiley,
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In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
Advertising. --- Advertising media planning. --- Advertising media planning. --- Advertising. --- Advertising media planning --- Advertising
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Publisher: Cambridge (Mass.) : Marketing science institute,
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Year: 1998 Publisher: Cambridge (Mass.): Marketing Science Institute
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ISBN: 0470877634 1119199891 1282773348 9786612773341 0470877626 Year: 2010 Publisher: Hoboken, NJ : Wiley,
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The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal BrandingWith a foreword by Philip KotlerThe Kellogg School of Management is recognized around the world as the leadi
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