Thư mục Chuyên đề Marketing sách ngoại văn .   11/12/2015 2:53:47 PM

1.    Marketing hospitality

Marketing hospitality / Cathy H. C. Hsu, Tom Powers. - 3rd ed. - New York : Wiley, 2002. - xxii, 360 p : ill., maps ; 25 cm

            Tóm tắt nội dung:

            Marketing Hospitality has helped thousands of students gain the knowledge they need to meet the competitive challenges of the hospitality industry. Now this Third Edition keeps the book in line with the latest developments in this rapidly changing field-with updated information, new case histories, and fresh examples drawn from a broad range of hospitality operations. Combining marketing theory with a strong practical emphasis on industry applications, Marketing Hospitality, Third Edition offers superior coverage of marketing as an integral part of operations, especially at the unit level. Beginning with an overview of hospitality marketing, products, and services, it guides readers through the basics of marketing research, segmentation, and targeting, as well as branding, distribution, location, pricing, and communication. A powerful feature of the book is its strong coverage of marketing planning and strategy, including clear step-by-step guidance on developing an effective marketing plan. Easy to read and use, Marketing Hospitality, Third Edition offers a complete set of valuable pedagogical tools to facilitate learning and further study, from chapter-end summaries, reviews of key words and concepts, and Internet resources to discussion questions and references. As marketing becomes increasingly important to the success of today's businesses, Marketing Hospitality, Third Edition gives future hospitality professionals an important career-building resource for virtually every area of the field.

            Số ĐKCB: NV.0004628,  NV.0004629

2.    International Marketing

 

                                 

International Marketing / Philip R. Cateora, John L. Graham. - 12th ed. - Boston : McGraw-Hill/Irwin, 2005. - 697 p ; 28 cm

          

                       Tóm tắt nội dung:

           International Marketing, 12/e by Cateora and Graham is by far, the best-selling text in the field of International Marketing. The authors continue to set the standard in this edition with an increase in coverage of technology's impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.

           Số ĐKCB: NV.0001901, NV.0003014, NV.0003598, NV.0003599, NV.0003979

3.    Marketing research essentials

              Marketing research essentials / Carl McDaniel Jr., Roger Gates. - 4th ed. - Hoboken, N.J : John Wiley & Sons, 2004. - 420 p ;  26 cm + 1 CD-ROM (4 3/4 in.)

              Tóm tắt nội dung:

              Machine derived contents note: Part One: An Introduction To Marketing Research, the Role of Marketing Research in Management Decision Making, problem Definition and the Research Process. Part Two. Creating A Research Design; secondary Data and Databases, qualitative Research, Survey Research: The Profound Impact of the Internet, Primary Data Collection: Observation, Primary Data Collection: Experimentation. Part Three. Data Acquisition, The Concept of Measurement and Attitude Scales, Questionnaire Design, Basic Sampling Issues, Sample Size Determination.Part Four: Data Analysis, Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences, Bivariate Correlation and Regression. Part Five: Marketing Research In Action, Communicating the Research Results, Managing Marketing Research and Research Ethics, Appendix. Statistical Tables.

              Số ĐKCB: NV.0004011

4.    Principles of marketing

                          Principles of marketing: a global perspective / Philip Kotler, Gary Armstrong, Swee Hoon Ang,.... - N.J : Prentice Hall, 2008. - 670 p ; 28 cm

                          Tóm tắt nội dung

              Marketing has gotten more global, and there is a need to develop marketers who understand marketing in the right context. Principles of Marketing: A Global Perspective seeks to do just that by exposing your students to a wide variety of contexts whether international or from within Asia that are presented in the cases, examples and vignettes. To help students to better relate what they are learning to their daily lives, examples comprising recognizable brand names and companies are used. Together with the use of strong visuals, students will find the text an exciting read motivating and creating in them an interest in marketing. At the same time, non-native speaking Asian students will appreciate the concise language and visual learning aids included to help them grasp marketing concepts easily. To encourage students to stay abreast of latest developments in marketing, Principles of Marketing: A Global Perspective provides a good coverage of contemporary marketing issues like the use of technology in marketing and marketing ethics. New Features with Great Benefits and Advantages In this edition, you will find that we have: ­Selected a good mix of international and Asian cases and vignettes ­Made the text more concise and used visual aids to make learning easier. ­Refreshed our coverage of contemporary marketing with new and updated materials 1) A good mix of international and Asian cases and vignettes 2) Concise with Engaging Visuals Principles of Marketing: A Global Perspective makes learning from the text easier for Asian students, who are non-native speakers of English. The effective use of visual learning aids also enables students to obtain a firm grasp of concepts quickly and is an attractive tool for revision. 3) Coverage on Contemporary Marketing Issues Keep your students at the front of the pack! In today s globally-connected world, it is important for them to keep abreast of must-know marketing issues and be critical thinkers of how these affect them.

              Số ĐKCB: NV.0004614, NV.0004615

 

5.    Marketing

Marketing / John E. Richardson. - 13th ed.. - Boston... : McGraw - Hill, 2008. - 203 p. ; 27 cm

              Số ĐKCB: NV.0005261, NV.0005262, NV.0005263

6.    Marketing financial services

Marketing financial services / Hooman Estelami. - Indianapolis, IN : Dog Ear Publishing, 2007. - 342 p ; 22 cm

                          Tóm tắt nội dung

Book includes 12 part: The challenges of marketing finacial services (1); The consumer decision process in financial servies (2); Categories of finacial products and services (3); Pricing financial services (4); Advertising financial services (5); Distribution of financial services (6); New product introduction in financial services markets (7); Segmenting financial services markets (8); Customer satisfaction with financial services (9); Regulations governing financial services marketing (10); Strategic market planning in fiancial services (11); Cases (12).

              Số ĐKCB: NV.0005342

7.    Marketing

Marketing / Dhruv Grewal, Micheal Levy. - New York : McGraw - Hill, 2008. - 536 p ; 25 cm

              Tóm tắt nội dung

              The prevalence and power of the internet has created a marketplace of better informed and savvier customers than ever before. Those who teach the marketers of the future need to account for the consumer's ability to assess the marketplace at their finger tips and discern good value from poor value. Grewal Marketing, Canadian edition is all about the concepts and tools that help marketers create value for customers. Grewal introduces the concept of value in chapter 1 and carries it through the entire text. Throughout the text there are numerous examples that define how companies create value for customers through branding, packaging, pricing, retailing, service, and advertising.

Examples such as - water. Not too long ago, consumers perceived this basic commodity as simply water. It came out of a faucet and was consumed for drinking and washing. Today bottled water is a $35 billion worldwide industry with US sales in excess of $6 billion.

              Số ĐKCB: NV.0005379

8.    Sports marketing

Sports marketing / Sam Fullerton. - Boston : McGraw-Hill/Irwin, 2007. - 480 p. ; 26 cm

              Tóm tắt nội dung

              Sports Marketing presents this field as a new discipline, helping readers gain a stronger understanding of how to apply marketing strategies and tactics within the sports marketing environment.Dr. Fullerton crafted this new text to present the discipline of sports marketing in two broad perspectives. The first part of the text (Chapters 3 - 14) deals with the idea of the marketing of sports products, increasing media audiences, increasing live attendance, the selling of sports-related products, and more. The second part of the text (Chapters 15 - 22) examines using a sports platform as a foundation for the marketing of non-sports products, including examples such as Tiger Woods' endorsement of Tag Heuer watches and Coca-Cola's sponsorship of soccer's World Cup.This is not simply a basic marketing text using sports examples. This new title fills a gap for this newly recognized course area by presenting a strong business perspective through its content. It looks at the economic impact of the industry and identifies an array of career opportunities for students interested in sports marketing. There is comprehensive coverage of how sports are used as a marketing platform and an abundance of real-world national and international examples to support the material.

              Số ĐKCB: NV.0005400

9.    Strategic marketing

Strategic marketing / David W. Cravens, Nigel F. Piercy. - 7th ed. - Boston : McGraw-Hill Irwin, 2003. - xviii, 843 p : ill., maps ; 26 cm

                          Tóm tắt nội dung

              Book includes 6 part: Market driven strategy(1); Situation analysis (2); Designing market driven strategies (3); Market focused program development (4); Implementing and managing market driven strategies (5); Comprehensive cases (6).

              Số ĐKCB: NV.0001895

10.          Marketing

Marketing / Michael J. Etzel, Bruce J. Walker, William J. Stanton. - 13th ed. - New York : Irwin/McGraw-Hill, 2004. - 674 p + 1disk : 28 cm

              Tóm tắt nội dung

              Marketing, 13/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is thoroughly revised, completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, and applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship. This edition features a completely new design, a new Student CD-ROM, a revised supplements package and an interactive web page.

              Số ĐKCB: NV.0001959, NV.0003047, NV.0003048, NV.0003752

11.            Marketing research

Marketing research: Within a changing information environment / Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau. - 2nd ed. - Boston : McGraw-Hill/Irwin, 2003. - xxiii, 672 p : ill ; 27 cm + 1 computer optical disc (4 3/4 in.)

              Tóm tắt nội dung

              The direction of Marketing Research, 2e heads towards a more application-oriented approach, wonderfully enhanced by the creation of a custom website that will enable students to complete their marketing research project with our online support. In addition to this distinction, the focus of the new edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is also unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrows marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.

              Số ĐKCB: NV.0001908

12.          Global marketing

Global marketing: Foreign entry, local marketing &  global management / Johny K. Johansson. - 3rd ed. - New York, N.Y. : McGraw-Hill/Irwin, 2003. - xviii, 654 p : ill ; 28 cm

              Tóm tắt nội dung

              Global Marketing 3e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author’s rich international experience help students move from concept to application.

              Số ĐKCB: NV.0001923

13.          Services marketing

Services marketing: Integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner. - 3rd ed. - Boston : McGraw-Hill/Irwin, 2003. - xx, 668 p : ill ; 26 cm

              Tóm tắt nội dung

              SERVICES MARKETING, 3/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition.

              Số ĐKCB: NV.0001924, NV.0002605

14. Event marketing

Event marketing: How to successfully promote events, festivals, conventions, and expositions / Leonard H. Hoyle. - New York : J. Wiley, 2002. - xxiv, 224 p ; 25 cm

                          Tóm tắt nội dung

Overview chapters explore topics such as electronic marketing strategies, funding, budgeting, promotion, and advertising.

Individual chapters address the differences involved in marketing different types of events.

Examines future trends and key issues such as how to reach new event attendees.

Includes appendices with sample forms, contracts, and more.

              Số ĐKCB: NV.0001699, NV.0002555

14.          Basic marketing

Basic marketing: a global-managerial approach / William D. Pirreault,  E. Jerome McCarthy. - 15th ed. - Boston, Mass : McGraw-Hill/Irwin, 2005. - xli, 793 [22] p ; 28 cm + 1 CD ROM (4 3/4 in.)

              Tóm tắt nội dung

              Perreault and McCarthy's book pioneered the "4Ps" approach for organizing marketing strategy decisions. THia clear approach has worked well in the first marketing course for millions of marketing dtudents. And it continues as the innovative leader in both content and by using technology for learning about marketing. CD Rom not included.

Số ĐKCB: NV.0000867, NV.0000868, NV.0003427, NV.0003428, NV.0003564, NV.0003916, NV.0003917, NV.0004106, NV.0004107

15.          Marketing for rain markers

Marketing for rain markers : 52 Rules of engagement to attract and retain customers / Phil Fragasso. - New Jersey : John Wiley & Sons, Inc, 2008.- 279 p ; 22 cm

              Tóm tắt nội dung

You are a successful entrepreneur with a brain for business, but you're indecisive about marketing and need a guide that will help your company distinguish itself, inspire customer loyalty and increase profits. Marketing for Rainmakers: 52 Rules of Engagement to Attract and Retain Customers for Life presents practical concepts, helpful tips and real-life examples to help you take your business to the next level with marketing that focuses on the customers' needs. Fifty-two business-building ideas will inspire you to take immediate action and develop a marketing mindset.

              Số ĐKCB: NV.5496

16.          Essentials of health care marketing

Essentials of health care marketing / Eric N. Berkowitz. - 3rd ed.. - Canada : Jones & Bartlett Learning, 2011. - 515 p. ; 23 cm

              Tóm tắt nội dung

              The healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Essentials of Health Care Marketing, Third Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. The text is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. Key features: · Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more. Covers fundamental topics such as market research, strategy, and the strategic marketing process. Chapters include learning objectives, key terms, and chapter problems for discussion. Accompanied by downloadable Instructor’s Manual and PowerPoint slides to facilitate course instruction.

              Số ĐKCB: NV.0005445

17.          Consumer behavior and marketing strategy

Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson. - 8 ed.. - New York : McGraw-Hill/Irwin, 2008. - 555p. ; 26cm

              Tóm tắt nội dung

              This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

              Số ĐKCB: NV.0005392

18.          Basic marketing

Basic marketing: a marketing strategy planning approach / Wiliam D. Perreault, Joseph P. Cannon, E. Jerome McCarthy. - New York : McGraw - Hill/Irwin, 2008. - 790 p ; 29 cm

              Số ĐKCB: NV.0005372

21. Marketing for hospitality and tourism

Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens. - 5th ed. - New Jersey : Pearson, 2010.- 683 p ; 27 cm

              Tóm tắt nội dung

              Marketing for Hospitality and Tourism, 5e 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.

              Số ĐKCB: NV.0005547

22. Hospitality marketing : Principles and practice

Hospitality marketing : Principles and practice / David Bowie, Francis Buttle. - 2nd ed. - Oxford : Elsevier, 2011.- 434 p ; 24 cm

              Tóm tắt nội dung

            Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager:

·                  BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication.

·                  DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour.

·                  AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative.

Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers.

                        Số ĐKCB: NV.0005548