Sebanyak 1314 item atau buku ditemukan

Transcultural Marketing for Incremental and Radical Innovation

As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.

Mezzanine Debt: Debt funding that is subordinate to primary debt or is
convertible to equity. • Management Buyout (MBO): Funding to enable a current
management team to buy out a business. • Restructuring, or Turnaround:
Funding to enable ...

Destination Marketing Organisations

Travellers are now spoilt by choice of available holiday destinations. In today's crowded tourism market place, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing Organisations. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism 'practitioners' and academics. Written by a former 'practitioner', Destination Marketing Organisations bridges industry and theory by synthesising a wealth of academic literature of practical value to DMOs. Key learning outcomes are to enhance understanding of the fundamental issues relating to: The rationale for the establishment of DMOs The structure, roles, goals and functions of DMOs The key opportunities, challenges and constraints facing DMOs The complexities of marketing destinations as tourism brands The Author Dr Steven Pike (PhD) spent 17 years in the tourism industry, working in destination marketing organisations, before joining academia. He is currently a Visiting Scholar with the School of Advertising, Marketing and Public Relations at Queensland University of Technology, and Senior Lecturer in the School of Marketing and Tourism at Central Queensland University.

Rather, many have assumed the DMO was there only to serve local tourism
operators, which is the case in a minority of member-based associations that do
not receive government funding. Clearly, there is a difference, but if the
community ...

Destination Marketing

An Integrated Marketing Communication Approach

Travellers are spoilt by choice of available holiday destinations. In today's fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets and the second is the divide between tourism 'practitioners' and academics. Written by a former 'practitioner', Destination Marketing bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs.

Government funding is commonly provided through annual grants or through
some form of levy on visitors or businesses. The over-reliance on government
funding has been a concern to many DMOs, given the often long-term uncertainty
of ...

Marketing for Cultural Organisations

New Strategies for Attracting Audiences to Classical Music, Dance, Museums, Theatre & Opera

Cultural organisations have long been protected from the harsh realities of the marketplace by relying on wealthy patrons or public subsidies. But as these sources of finance become more scarce they now find that they have to compete for an audience. Some have adjusted to this new reality, but many have not. This book describes the new competitive environment in which cultural organisations now operate and how the more innovative ones are re-thinking their marketing strategies. These organizations realise that they are dealing with a new type of cultural consumer - one who is willing to cross the boundary between popular culture and high art but who wants a cultural experience that also entertains. With dozens of examples from the UK, US and elsewhere, this book will be essential reading for those who work in cultural organisations as they struggle to fit into the new marketing environment. It focuses on those aspects of marketing most related to the challenges currently facing cultural organisations, including determining their market segment and the positioning of their cultural product in a crowded marketplace. It will also be ideal for students of arts management or those who hope to work in the cultural industries. The new edition includes a useful chapter focusing on promotion. Each chapter now includes worksheets, which take the reader through the marketing planning process and are an invaluable aid for evaluating the organisations marketing environment and in establishing its strategy for attracting audiences.

Of course, pricing is complicated for non-profit organisations because they also
rely on funding from additional sources other than from customers. However,
pricing theory is important to understand because the more revenue that can be ...

Marketing the Museum

Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.

In the past, they could normally rely on continuous funding from their funding
bodies, usually central and local government in the UK, or also benefactors in the
US. However, two significant changes have altered this 'dependency culture", as
it ...

Nonprofit Marketing

Marketing Management for Charitable and Nongovernmental Organizations

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples.

Susan, now at her desk, realizes for the first time that unless something changes
within the next year, Volunteer Metro may have to close, and with it will go her job
. In its 10-year history, Volunteer Metro has been funded by the city government.

Marketing and Managing Tourism Destinations

Marketing and Managing Tourism Destinations is a comprehensive and integrated textbook which uniquely considers both destination marketing and management in one volume. It focuses on how destination marketing is planned, implemented and evaluated as well as the management and operations of destination marketing and management organizations, how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This textbook provides students with: A solid introduction to destination marketing strategy and planning, to organization and support planning and then to operations, implementation and evaluation, as well as major issues, challenges and expected new directions for destination marketing, management and Destination Management Organizations (DMOs). A unique systematic model to manage and market destinations. Core concepts are supported with well integrated international case studies to show the practical realities of marketing and managing destinations as well as the need to take a flexible and adaptive approach to managing different destinations around the world. To encourage reflection on main themes addressed and spur critical thinking, discussion questions and links to further reading are included in each chapter. This accessible yet rigorous text provides students with an in-depth overview of all the factors and issues which are important to consider to make a destination successful.

The funding of DMOs is a topic that always seems to draw much public debate.
Funding levels certainly affect the power and influence of DMOs, especially
within the tourism sector itself. DMOs with low funding levels struggle to be
influential; ...

Cases in Marketing Financial Services

Cases in Marketing Financial Services presents several cases from different countries relating to the marketing of financial service. The book tackles both strategic and tactical marketing issues, and then covers a wide range of institutions and markets. The text will be of great use to professionals in the financial service industry.

Funding Prior to the early 1980s, building societies were prohibited from making
significant use of the wholesale funding markets by their inability to pay interest
gross on wholesale instrument. The need to diversify their funding sources ...

Museum Marketing

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as ‘customers’; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.

This is a most unusual position for a non-profit art museum in Australia; nonprofit
art museums generally receive government funding of up to 70 per cent of
income. The funding model adopted follows the English model: a substantive
amount ...

Winning Elections with Political Marketing

Find out the real impact political marketing has on the democratic process Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers present a cross-section of their latest findings, augmented with easy-to-read tables, charts, and figures, and reinforced with extensive references and bibliographies. The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery management, the integration of business and social science theory, and the impact of political marketing on democracy. While the national election cycles of the two countries may be fundamentally different, their election processes share one thing in common-a trend toward “permanent campaigning” through embedded marketing tactics that’s becoming standard practice in the United States and the United Kingdom. Winning Elections with Political Marketing examines the theoretical underpinnings of policy development, the characteristics of a successful political candidate, political marketing from the perspective of the voters, campaign finance regulations, and the effects of technological changes on political communication. Winning Elections with Political Marketing looks at: The Political Triangle determining market intelligence class, rhetoric, and candidate portrayal voter perceptions the role of President as party leader lobbying constituent communication voter behavior grass roots campaigns political consulting the Internet and e-newsletters the advantages of public funding and a study of the United States presidential primaries from 1976 to 2004 Winning Elections with Political Marketing is an essential resource for political practitioners, researchers, and scholars, candidates seeking political office, lobbyists, political action groups, public relations professionals, journalists, fundraisers, advertising specialists, and anyone with an interest in the political process.

The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery ...