| Document Type
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BL
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| Record Number
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569433
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| Doc. No
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b398652
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| Main Entry
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Strong, Helen
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| Title & Author
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Marketing and management models : a guide to understanding and using business models /\ Helen Strong.
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| Edition Statement
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First edition.
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| Series Statement
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Marketing strategy collection,
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| Page. NO
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1 online resource (xvii, 231 pages) :: illustrations.
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| ISBN
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9781606499634
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9781606499627
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| Notes
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Part of: 2014 digital library.
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| Bibliographies/Indexes
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Includes bibliographical references (pages 219-225) and index.
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| Contents
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Arthur D. Little matrix -- Adopt and drop curve -- Ansoff growth matrix -- Authenticity gap -- Brand equity -- Brand resonance -- Brand resonance ladder -- Brand loyalty programs -- Brand switching -- Engagement gearing -- Communication targeting: business buying unit -- Consumer decision making -- Consumer decision model for a service industry environment -- Consumer angry switching -- Customer growth rate -- Gamification -- Gap analysis -- Cultural integration in marketing -- Force field analysis -- Iceberg theory: identification of the marketing research problem -- Integrated marketing vectors -- Ishikawa diagram (Fishbone) -- Mullin's seven domains, business opportunities -- Perceptual maps -- Porter's five force analysis -- Positioning -- Product life cycle -- Road mapping -- SERVQUAL -- SOSTAC® planning system -- Stakeholder analysis -- Supply chain concept -- Target market identification: segmentation and estimation -- The growth share matrix -- Glossary of terms -- Conclusion -- About the author -- References -- Index.
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| Abstract
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Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process is the use of management models to guide business decisions. However the inherent power of the models is only released when the people applying them have the ability to gather relevant information and interpret the relationships between the variables in the model. This book examines the role of some of the most popular management models. It helps the reader appreciate when they should be applied; it suggests which models may be relevant; and, importantly, identifies the type of information needed to implement them. Marketing and Management Models: A Guide to Understanding and Using Business Models reduces the complexity of management models through a logical and systematic approach. Models recognize the impact of globalization, technology, systems thinking, and the need for an integrated approach in strategic marketing. The reader will find new models dealing with consumer engagement, gamification, supply chain management, and cultural integration. The contents will be of particular assistance to students of business and marketing qualifications who have not yet had working experience; and junior market researchers and managers responsible for the preparation of strategic analyses prior to problem-solving and planning sessions.
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| Subject
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Industrial management-- Mathematical models.
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| Subject
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Marketing-- Management-- Mathematical models.
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| Added Entry
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ProQuest (Firm)
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