Marketing And Management Sciences

This book is a collection of selected papers presented at the International Conference of Marketing and Management Sciences held from 23 to 25 May 2008 in Athens, Greece. The papers focus on how globalization has had significant impact on companies, societies and individuals alike. They discuss the need for new strategies and practices that can help cope with changes that arise due to globalization. Written in a simple manner, this book will be of interest to academics studying and teaching marketing and management courses and to managers dealing with strategies to cope with changes due to globalization. Contents:Administrative Faculties of Academic Leaders (D P Sakas & T E Simos)Natural Drift in Organizations (P Dupin)Polls and Mass Media: An Interactive Relation (T Spyridoula & P Epaminondas)Knowledge Security for Hospitality Industry (W S L Fung & R Y K Fung)The Role of Tourism in European Regional Growth (G M Korres et al.)Politics in Small-Medium Enterprises (D Karidas & K Dolma)Quantitative Assessment of Portfolio of Activities in Terms of Sustainable Development (A Miecinskiene & V Stasytyte)Destination Image Formation Model (D Stylidis et al.)and other papers Readership: Students, researchers and academics of management and marketing courses; managers dealing with R&D activities of companies. Keywords:Management;Organizational Behavior;Marketing; Negotiation;Dynamic Models;International Business;Strategic Business;Human ResourceKey Features:Focuses on the impact of globalization on companies, societies and individualsContains research papers contributed by scholars around the world

This book is a collection of selected papers presented at the International Conference of Marketing and Management Sciences held from 23 to 25 May 2008 in Athens, Greece. The papers focus on how globalization has had significant impact on companies, societies and individuals alike. They discuss the need for new strategies and practices that can help cope with changes that arise due to globalization. Written in a simple manner, this book will be of interest to academics studying and teaching marketing and management courses and to managers dealing with strategies to cope with changes due to globalization.

The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behavior, etc.) to provide insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process, it questions the usefulness of some of the more recent marketing fads. Clearly written and presented the book is ideal for advanced and professional students of marketing as well as marketing professionals.

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas. Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book. Contents:The History of Marketing Science: Beginnings (Scott A Neslin and Russell S Winer)Methods:Brand Choice Models (Gary J Russell)Conjoint Analysis (Vithala R Rao)Innovation Diffusion (Eitan Muller)Econometric Models (Dominique M Hanssens)Market Structure Research (Steven M Shugan)Stochastic Models of Buyer Behavior (Peter S Fader, Bruce G S Hardie and Subrata Sen)Management:Advertising Effectiveness (Gerard J Tellis)Branding and Brand Equity Models (Tulin Edem and Joffre Swait)Distribution Channels (Richard Staelin and Eunkyu Lee)Customer Relationship Management (CRM) (Scott A Neslin)Digital and Internet Marketing (Wendy W Moe and David A Schweidel)New Products Research (Donald R Lehmann and Peter N Golder)Organizational Buying Behavior (Gary L Lilien)Pricing (Russell S Winer)Sales Force Productivity Models (Murali K Mantrala)Sales Promotions (Kusum L. Ailawadi and Sunil Gupta) Readership: Students of marketing science; researchers in the science of marketing; and general public interested in 50 years of marketing science history. Key Features:Provides a roadmap of the development of 16 areas of marketing science that is useful from a historical perspective and identifies the important gaps in the literature that can provide an impetus for future researchA great resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companiesEmphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of the field over the past 50 yearsKeywords:Marketing;Marketing Science;Marketing Models;Quantitative Analysis;History of Marketing

This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.

"No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually, digitally, and socially to a greater degree than ever before imagined. Enabled and informed by analytics and new technologies. Accountable to top management through diligent attention to metrics and measurement. Oriented toward service as driver of product. "Owned" by everybody in the firm to one degree or another"--