Кристаллизация общественного мнения

Кристаллизация общественного мнения

Автор: Эдвард Л. Бернейс

Книга Эдварда Бернейса «Кристаллизация общественного мнения» — первая и уже ставшая классической работа, посвященная PR как самостоятельной дисциплине. Написанная в 1923 году, она впервые четко и ясно рассказывает, что такое PR и чем занимает консультант по связям с общественностью Бернейс использовал работы современных ему психологов и социологов и свой богатый опыт в PR. Эта книга и сегодня является настольной книгой любого консультанта по связям с общественностью. Идеи автора широко используются в современной рекламе, маркетинге и, конечно, PR-консультантами во всем мире.

Современный маркетинг в российском бизнесе. Тактика «черного ящика» в рискованной неопределенности. Предпринимательские, функциональные, операционные стратегии

Современный маркетинг в российском бизнесе. Тактика «черного ящика» в рискованной неопределенности. Предпринимательские, функциональные, операционные стратегии

Автор: В. В. Богалдин-Малых

Учебное пособие содержит систематизированное изложение методологических, организационных и технологических основ анализа риска в предпринимательстве с использованием математических методов системного анализа. Пособие подготовлено по результатам обобщения материалов, опубликованных в открытой отечественной и зарубежной печати, а также на основе личного практического опыта автора. Предназначено для студентов и аспирантов вузов, сотрудников консалтинговых фирм, а также предпринимателей, занимающихся самостоятельной практикой системного анализа риска в маркетинге и бизнесе.

Adoption of Green Marketing and Performance of Kenyan Tea Firms

Adoption of Green Marketing and Performance of Kenyan Tea Firms

Автор:

The study explores the influence of adoption of green marketing on performance of the Kenya tea firms with performance measures being environmental performance, competitiveness, operational performance, and net income generated over a period of five years. The study was guided by specific objectives which included establishing the extent of adoption of green marketing by the Kenya tea firms; evaluating the relative influence of drivers for adoption of green marketing by the Kenya tea firms; and assessing the influence of green marketing on performance of the Kenya tea firms. A descriptive survey was undertaken, the population of study being all tea factories in Kenya operating under East Africa Tea Traders Association, whose number stood at 73 as at June 30th 2010. A sample of 63 tea factories was selected to participate in the study and primary data was collected with the aid of a self-administered questionnaire, targeting environmental management representatives of the selected factories. In order to determine the relationship between the adoption of green marketing practices and performance of the Kenya tea firms, correlation and regression analyses were undertaken. The findings

Leading Marketers: Industry Leaders Share Their Knowledge on the Future of Marketing, Advertising and Building Successful Brands

Leading Marketers: Industry Leaders Share Their Knowledge on the Future of Marketing, Advertising and Building Successful Brands

Автор:

This book features chief marketing officer level executives from The Coca-Cola Company, General Electric, FedEx, American Express, Yahoo!, Best Buy, Verizon, Unilever and Major League Baseball. These visionary marketers share their knowledge on the art of building and growing a brand, best marketing for your money, the golden rules of marketing, the everlasting effects of the Internet and technology, public relations, advertising, the future of marketing and other important topics. An unparalleled look inside the world of marketing makes for exciting and highly interesting reading for CEOs, executives, entrepreneurs, and every marketing, advertising and public relations professional at any level.

Consumer Behavioural Response

Consumer Behavioural Response

Автор:

The service industry is rapidly growing and dominating the global economy. For example, services account for about two-thirds of the global economic output, and, trade in services accounts for one-fifth of world trade while exports in commercial services are growing faster than exports in merchandise. This rapid growth of service industry is, however, not limited to the developed economies; developing countries are equally experiencing a similar trend. Developing economies in Asia, Latin America and Africa also have rapidly growing service sectors that significantly contribute to the size of their respective GDPs. Given this major development, getting knowledge regarding consumer behaviour will go a long way in ensuring effective marketing policies, which eventually, will facilitate a positive consumer attitude towards the service organisations. This book therefore, provides an insight into how the consumers’ evaluation of service is formed. It also guides the marketing organizations to understand consumers’ wants and needs in order to deliver services that will match or exceed these wants or needs.