Marketing A Very Short Introduction

Author : Kenneth Le Meunier-FitzHugh
Publisher : Oxford University Press, USA
ISBN 13 : 0198827334
Total Pages : 177 pages
Book Rating : 4.37/5 ( download)

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Download or read book Marketing: a Very Short Introduction written by Kenneth Le Meunier-FitzHugh and published by Oxford University Press, USA. This book was released on 2021-02-25 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. As globalisation creates increasing challenges to established marketing practices it shows how marketing efforts need to adapt continuously to allow an organisation to reach its intended market.

Author : Winston Fletcher
Publisher : OUP Oxford
ISBN 13 : 0191614270
Total Pages : 161 pages
Book Rating : 4.79/5 ( download)

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Download or read book Advertising: A Very Short Introduction written by Winston Fletcher and published by OUP Oxford. This book was released on 2010-06-24 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Author : Robert Jones
Publisher : Oxford University Press
ISBN 13 : 0198749910
Total Pages : 161 pages
Book Rating : 4.12/5 ( download)

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Download or read book Branding written by Robert Jones and published by Oxford University Press. This book was released on 2017 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.

Author : John (Emeritus Lord Northcliffe Professor of Modern English Literature Sutherland, University College London)
Publisher : Oxford University Press
ISBN 13 : 0199214891
Total Pages : 145 pages
Book Rating : 4.91/5 ( download)

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Download or read book Bestsellers: A Very Short Introduction written by John (Emeritus Lord Northcliffe Professor of Modern English Literature Sutherland, University College London) and published by Oxford University Press. This book was released on 2007-10-25 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: For the last century, the tastes and preferences of readers of fiction have been reflected in the American and British bestseller lists, and this Very Short Introduction takes an engaging look through the lists to reveal what we have been reading - and why.

Author : Andrew Davies
Publisher : Oxford University Press
ISBN 13 : 0191043400
Total Pages : 144 pages
Book Rating : 4.06/5 ( download)

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Download or read book Projects: A Very Short Introduction written by Andrew Davies and published by Oxford University Press. This book was released on 2017-10-19 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is a project? How are projects organized to deal with a complex, rapidly changing, and uncertain world? Why are projects the organization of the future? A project is a temporary organization and one-time process established to achieve a desired outcome. Projects range in size from small teams to large international joint-ventures and temporary coalitions of public and private organizations. What distinguishes projects from all other organizational activities - such as mass produced products and services - is that a project is finite in duration, lasting from hours, days, or weeks to years, and in some cases decades. Each project is disposable. It brings together people and resources to accomplish a goal and when the goal is accomplished, the organization disappears. When projects are complex, unpredictable, and changing, their plans have to be flexible and able to adjust to situations that cannot foreseen at the outset. In this Very Short Introduction Andrew Davies looks at how projects have developed since the industrial revolution to create the human-built world in which we live, work, and play. Considering some of our greatest endeavours such as the Erie Canal, Apollo Moon landing, Japanese product development, and Chinese ecocity projects, Davies identifies how projects are organized and managed to design and produce large and complex systems, cope with fast changing conditions, and deal with the immense uncertainties required to create breakthrough innovations in products and services. He concludes by considering how projects could be organized to address the challenges facing the post-industrial society of the 21st century. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Author : John Arnold
Publisher : Oxford Paperbacks
ISBN 13 : 019285352X
Total Pages : 152 pages
Book Rating : 4.23/5 ( download)

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Download or read book History: A Very Short Introduction written by John Arnold and published by Oxford Paperbacks. This book was released on 2000-02-24 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Starting with an examination of how historians work, this "Very Short Introduction" aims to explore history in a general, pithy, and accessible manner, rather than to delve into specific periods.

Author : Michelle Baddeley
Publisher : Oxford University Press
ISBN 13 : 019107117X
Total Pages : 144 pages
Book Rating : 4.71/5 ( download)

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Download or read book Behavioural Economics: A Very Short Introduction written by Michelle Baddeley and published by Oxford University Press. This book was released on 2017-01-19 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Traditionally economists have based their economic predictions on the assumption that humans are super-rational creatures, using the information we are given efficiently and generally making selfish decisions that work well for us as individuals. Economists also assume that we're doing the very best we can possibly do - not only for today, but over our whole lifetimes too. But increasingly the study of behavioural economics is revealing that our lives are not that simple. Instead, our decisions are complicated by our own psychology. Each of us makes mistakes every day. We don't always know what's best for us and, even if we do, we might not have the self-control to deliver on our best intentions. We struggle to stay on diets, to get enough exercise and to manage our money. We misjudge risky situations. We are prone to herding: sometimes peer pressure leads us blindly to copy others around us; other times copying others helps us to learn quickly about new, unfamiliar situations. This Very Short Introduction explores the reasons why we make irrational decisions; how we decide quickly; why we make mistakes in risky situations; our tendency to procrastination; and how we are affected by social influences, personality, mood and emotions. The implications of understanding the rationale for our own financial behaviour are huge. Behavioural economics could help policy-makers to understand the people behind their policies, enabling them to design more effective policies, while at the same time we could find ourselves assaulted by increasingly savvy marketing. Michelle Baddeley concludes by looking forward, to see what the future of behavioural economics holds for us. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Author : Luis Araujo
Publisher : OUP Oxford
ISBN 13 : 0191501441
Total Pages : 296 pages
Book Rating : 4.49/5 ( download)

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Download or read book Reconnecting Marketing to Markets written by Luis Araujo and published by OUP Oxford. This book was released on 2010-12-09 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the argument that marketing produces markets: marketing practices and theories play a very significant role in the production of markets and the kinds of entities and phenomena that populate markets. This interdisciplinary book brings together theoretical and empirical contributions from marketing and economic sociologists to analyse and develop novel approaches to interpreting the relationship between marketing theory, marketing practices, and markets across a variety of market settings and countries.

Author : Winston Fletcher
Publisher : Oxford University Press
ISBN 13 : 0199568928
Total Pages : 161 pages
Book Rating : 4.25/5 ( download)

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Download or read book Advertising: A Very Short Introduction written by Winston Fletcher and published by Oxford University Press. This book was released on 2010-06-24 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Author : Virginia Berridge
Publisher : Oxford University Press
ISBN 13 : 0191002143
Total Pages : 144 pages
Book Rating : 4.44/5 ( download)

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Download or read book Public Health: A Very Short Introduction written by Virginia Berridge and published by Oxford University Press. This book was released on 2017-04-06 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Public health is a term much used in the media, by health professionals, and by activists. At the national or the local level there are ministries or departments of public health, whilst international agencies such as the World Health Organisation promote public health policies, and regional organisations such as the European Union have public health funding and policies. But what do we mean when we speak about 'public health'? In this Very Short Introduction Virginia Berridge explores the areas which fall under the remit of public health, and explains how the individual histories of different countries have come to cause great differences in the perception of the role and responsibilities of public health organisations. Thus, in the United States litigation on public health issues is common, but state involvement is less, while some Scandinavian countries have a tradition of state involvement or even state ownership of industries such as alcohol in connection with public health. In its narrowest sense, public health can refer to the health of a population, the longevity of individual members, and their freedom from disease, but it can also be anticipatory, geared to the prevention of illness, rather than simply the provision of care and treatment. In the way public health deals with healthy as well as sick people it is therefore a separate concept from health services, which deal with the sick population. Drawing on a wide range of international examples, Berridge demonstrates the central role of history to understanding the amorphous nature of public health today. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.