The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.
The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or ...
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.
Museum Strategy and Marketing is the most comprehensive and level-headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market-driven businesses and mission-driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions. - Robert P. Bergman, director, The Cleveland Museum of Art In a long-awaited answer of one of museum's most pressing challenges, Neil Kotler and Philip Kotler draw on unmatched expertise and experience to reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. In this first and only guide to planning strategy and marketing for museums, they offer an in-depth, hands-on guide to developing successful museums. The authors explain the strategic relationship between missions, audience and funding--and how managing this relationship is vital for a successful museum--and reveal how marketing tools can be used to grow healthy, vibrant museums. The book's encyclopedic approach covers everything museum managers need to know--from strategic planning and budgeting to advertising, media relations, and fundraising--providing them with the tools to create and nurture a thriving museum.
The book's encyclopedic approach covers everything museum managers need to know--from strategic planning and budgeting to advertising, media relations, and fundraising--providing them with the tools to create and nurture a thriving museum.
Praise forMarketing in the Public Sector “Professionally, as an academic turned politician, this book–if published a few years earlier–would have made my life much simpler. This book lays out, in detail with concrete examples, how to conduct a grand plan for change. Particularly impressive is the application of different marketing principles along each step of the transition process toward establishing an efficient service-oriented governmental agency.” Somkid Jatusripitak, Ph.D., Deputy Prime Minister and Minister of Commerce, Royal Thai Government “This book is filled with insights for people who want to communicate effectively about government programs, but it should also be on the bookshelf of any government manager who needs to think creatively about how to improve customer service. Every page contains information and ideas that public-sector leaders can, and should, put in their management tool kits.” Christine O. Gregoire, Governor, Washington State “Increasingly, public sector managers have been challenged to ‘do more with less.’Marketing in the Public Sectordemonstrates that marketing is not simply another line-item expense, but rather a set of tools that help public servants allocate resources more effectively and efficiently. The book is chock-full of real-world stories of creative marketers working within diverse organizations, all of whom have come to understand that marketing is not simply advertising or persuasion, but rather a mindset.” E. Marla Felcher, Ph.D., Adjunct Lecturer in Public Policy, John F. Kennedy School of Government, Harvard University “Kotler and Lee are teaching governments to motivate by invitation rather than intimidation. Instead of complaint and reaction, they work to create a culture of contagious cooperation that can replace rulemaking with social consensus. This is a practical manual for un-clogging hearing rooms, cooling tempers, and putting government back on the side of the people who pay for it.” Dave Ross, CBS News Commentator “Marketing in the Public Sectorprovides an excellent planning framework for public sector officers engaged in all levels of marketing and communications. Showcasing real-world examples, it successfully demonstrates the marriage of commercial marketing concepts into public sector practice.” Dr. K Vijaya, Director, Corporate Marketing & Communications, Health Promotion Board, Singapore “Public sector organizations are now faced with an urgent need to stand out from the crowd in order to successfully compete for funding, talent, and influence. Philip Kotler and Nancy Lee have written a unique, practical, and timely book containing comprehensive guidelines and cases that those involved in the marketing of public sector organizations will find absorbing and most useful.” Paul Temporal, Group Managing Director, Temporal Brand Consulting, Author of Public Sector Branding in Asia “Every day, professionals in the public sector deliver thousands of programs and services in increasingly demanding environments. This book is a ‘must read’ and a standard reference for every public servant engaged in public sector marketing and communications. Congratulations to Kotler and Lee for creating a book that is both educational and practical.” Jim Mintz, Director, Centre of Excellence for Public Sector Marketing Use time-tested marketing principles to increase citizen participation, compliance, and support Leverage proven “4Ps” marketing tactics: optimize product, price, place, and promotion Segment your markets, reach your clients where they are–and satisfy them Influence positive behavior: 12 social marketing principles that work Marketing in the Public Sectoris a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.
Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.
The ultimate resource for marketing professionals. Today's marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career. The text is accompanied by a flexible and completely revised suite of learning and teaching resources designed to inspire creativity and critical thinking and to excite you about the possibilities of a career in marketing.
The text is accompanied by a flexible and completely revised suite of learning and teaching resources designed to inspire creativity and critical thinking and to excite you about the possibilities of a career in marketing.
This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
