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Marketing Fashion, Second edition : Strategy, Branding and Promotion
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development.Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
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Marketing Fashion Third Edition : Strategy, Branding and Promotion
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity.The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse.The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth.There are also more examples of global fashion weeks and brand collaborations.The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion
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Digital Marketing : Strategy, Planning & Disruption
Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management.This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities.It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.With an excellent blend of theory, research, practice and application, key features include: • New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa. • A new running case study throughout the book which looks at Uber. • Ethical Insights which highlight responsible marketing and support PRME. • Professional Skills which address employability. • Discover More and Digital Tools text boxes. • Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.Essential reading for all students and practitioners of digital marketing.
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Digital Marketing : Strategy, Planning & Disruption
Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management.This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities.It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.With an excellent blend of theory, research, practice and application, key features include: • New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa. • A new running case study throughout the book which looks at Uber. • Ethical Insights which highlight responsible marketing and support PRME. • Professional Skills which address employability. • Discover More and Digital Tools text boxes. • Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.Essential reading for all students and practitioners of digital marketing.
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What is Ferrero's marketing strategy?
Ferrero's marketing strategy focuses on creating emotional connections with consumers through storytelling and nostalgia. They emphasize the quality and premium nature of their products, using a combination of traditional and digital marketing channels to reach their target audience. Ferrero also leverages partnerships with popular brands and influencers to increase brand visibility and engagement. Overall, their strategy revolves around building brand loyalty and trust among consumers.
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What is the difference between marketing measures and marketing strategy?
Marketing measures refer to the specific tactics and actions that a company takes to promote its products or services, such as advertising, social media campaigns, or sales promotions. These measures are the specific activities that are implemented to achieve the company's marketing goals. On the other hand, marketing strategy refers to the overall plan or approach that guides the company's marketing efforts. It involves identifying the target market, understanding customer needs, and determining how the company will position its products or services in the market. In essence, marketing measures are the specific actions taken to implement the marketing strategy.
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What is the relationship between marketing tools and marketing strategy?
Marketing tools are the tactics and techniques used to execute a marketing strategy. They are the specific methods and channels used to reach and engage with the target audience, such as social media, email marketing, and advertising. The marketing strategy, on the other hand, is the overall plan or approach that outlines the goals and objectives of the marketing efforts, as well as the target audience and positioning. The marketing tools are the means by which the marketing strategy is implemented and executed, and they are chosen based on the specific goals and objectives outlined in the marketing strategy. In essence, the marketing tools are the practical applications of the marketing strategy.
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Should the promotion/relegation system in football be reformed?
The promotion/relegation system in football has been a fundamental part of the sport for many years, providing opportunities for smaller clubs to rise through the ranks and compete at higher levels. While some argue that the system creates excitement and unpredictability, others believe it can be financially detrimental for clubs that are relegated. Reforms could be considered to address the financial disparities between clubs and provide more stability for those facing relegation. However, any changes to the promotion/relegation system should be carefully evaluated to ensure they maintain the competitive spirit and fair opportunities for all clubs.
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Selling Schweinfurt : Targeting Assessment and Marketing in the Air Campaign Against German Industry
A common theme of airpower histories is that the Combined Bomber Offensive was the proving ground for a post-war independent air force.Whether or not the United States Strategic Air Forces (USAAF) could perform to the hype of its interwar doctrine, Allied commanders based their rival approaches to victory in Europe on their differing views of independent airpower.However, there is an essential, yet overlooked facet to this story: commanders' convictions alone could not hold sway within the War Department, much less at the politically and bureaucratically charged meetings of the Combined Chiefs of Staff.The air commanders pressed their staffs for decision-quality assessments and photographic evidence to sell their arguments and project their progress.They needed informed targeting plans and objective post-raid reports as well as an air-intelligence enterprise to mature all-too-quickly out of interwar neglect.What they received--and Brian Vlaun explains--was a collision of organizational interests and leadership personalities that shaped Ira Eaker's command of the Eighth Air Force in 1943, the tumultuous air campaign over Germany, and the path of the post-war U.S.Air Force. As a result of the author's research through thousands of declassified files, Selling Schweinfurt examines the relationships between air-intelligence organizations and key decision-makers.His analysis spans from pre-war planning and doctrine development, through the Eighth Air Force's independent air campaign, and culminates with the formation of the United States Strategic Air Forces and its 1944 pre-invasion preparations.This book concludes that military organizations, if left unchecked, may adopt symbols and exaggerate claims to justify their own preferences and market their ideas in ways that mask their optimistic assumptions.In the case of the air campaign against Germany, both the four-engine bomber and specialized targets--like Schweinfurt's ball bearings--served as symbols and powerful marketing tools for the AAF and air intelligence, respectively.
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Digital Marketing Strategy : An Integrated Approach to Online Marketing
Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing.Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results.Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy.This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.
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Guerrilla Film Marketing : The Ultimate Guide to the Branding, Marketing and Promotion of Independent Films & Filmmakers
Create an irresistible brand image and build an audience of loyal and engaged fans…Guerrilla Film Marketing takes readers through each step of the film branding, marketing and promotional process.Tailored specifically to low-budget independent films and filmmakers, Guerrilla Film Marketing offers practical and immediately implementable advice for marketing considerations across every stage of the film production process. Written by leading film industry professional Robert G.Barnwell, Guerrilla Film Marketing teaches readers how to: Master the fundamentals of guerrilla branding, marketing and promotion; Create an integrated marketing plan and calendar based on realistic budgets and expectations; Develop internet and social media marketing campaigns, including engaging studio and film websites and powerful, marketing-centric IMDb listings; Assemble behind-the-scenes pictures, videos and documentaries; Produce marketing materials such as key art, posters, film teasers, trailers and electronic press kits (aka "EPKs"); and Maximize the marketing impact of events such as test screenings, premiers, film festivals and industry award ceremonies. Guerrilla Film Marketing is filled with dozens of step-by-step instructions, checklists, tools, a glossary, templates and other resources.A downloadable eResource also includes a sample marketing plan and audit, a test screening questionnaire, and more.
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Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age.In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet.The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms.Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs.All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system.As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
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What is an inconsistent marketing mix strategy?
An inconsistent marketing mix strategy occurs when the elements of the marketing mix, such as product, price, promotion, and place, are not aligned or working together cohesively. This can lead to confusion among consumers, as the messaging and positioning of the brand may be unclear or contradictory. Inconsistent marketing mix strategies can also result in wasted resources and missed opportunities for reaching the target audience effectively. It is important for businesses to ensure that all elements of the marketing mix are aligned and support the overall marketing objectives to achieve success.
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How does the promotion system of the 3rd league work?
The promotion system of the 3rd league varies by country, but generally, the top teams in the 3rd league have the opportunity to be promoted to the 2nd league. This is often determined by a playoff system, where the top teams in the 3rd league compete against each other for a chance to move up to the next level. The specific number of teams promoted and the format of the playoffs can differ from league to league. Additionally, some leagues may have automatic promotion for the top teams, while others may require playoff matches.
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Is the beginner system in the creative corner sufficient?
The beginner system in the creative corner is a good starting point for those who are new to the creative process. It provides a basic understanding of the tools and techniques needed to get started. However, as one progresses and gains more experience, they may find the need for more advanced tools and resources to further develop their skills. Therefore, while the beginner system is a good starting point, it may not be sufficient for those looking to advance their creative abilities.
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What is the difference between a marketing strategy and a communication strategy?
A marketing strategy is a comprehensive plan that outlines an organization's overall approach to promoting and selling its products or services. It includes elements such as target market analysis, competitive positioning, pricing, and distribution. On the other hand, a communication strategy is a subset of the marketing strategy that focuses specifically on how the organization will communicate with its target audience. This includes messaging, channels, and tactics to effectively reach and engage customers. In essence, a communication strategy is a more specific and tactical aspect of the broader marketing strategy.
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