Marketing Michelin

by Stephen L. Harp
Marketing Michelin
Author: Stephen L. Harp
Publisher: JHU Press
Total Pages: 390
Release: 2001-12-14
Genre: Business & Economics
ISBN: 9780801866517
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Harp uses the familiar figure of Bibendum and the promotional campaigns designed around him to analyze the cultural assumptions of "belle-epoque" France, including representations of gender, race and class. He also considers Michelin's efforts to promote automobile tourism in France and Europe through its famous "Red Guide" (first introduced in 1900), noting that, in the aftermath of World War I, the company sold tour guides to the battlefields of the Western Front and favourably positioned France's participation in the war as purely defensive and unavoidable. Throughout this period, the company successfully identified the name of Michelin with many aspects of French society, from cuisine and local culture to nationalism and colonialism.

The Michelin Men

by Herbert R. Lottman
The Michelin Men
Author: Herbert R. Lottman
Publisher: Bloomsbury Publishing
Total Pages: 321
Release: 2003-10-23
Genre: Biography & Autobiography
ISBN: 0857714716
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This is the remarkable story of how two brothers - Edouard and Andre Michelin - turned a sleepy, family tyre firm in the heart of rural France into one of the most innovative and successful industrial empires in the world. Edouard, a landscape painter at the Ecole des Beaux Arts, displayed an engineering genius for tyre-making and product innovation, whilst Andre, trained as an engineer, displayed a creative genius for advertising and marketing. Together they kick-started the world motor industry and created a tourist industry around the motor car and their now legendary "Michelin Guides". The Michelin history, as described here by Herbert Lottman, reveals insights into the development of this remarkable business.

Undisruptable

by Ian Whitworth
Undisruptable
Author: Ian Whitworth
Publisher: Penguin Group Australia
Total Pages: 256
Release: 2021-06-16
Genre: Business & Economics
ISBN: 1760145564
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Ian Whitworth built national companies from nothing. Coronavirus hammered some of them flat. Yet he’s fine with that. Because when the chaos is swirling and shit is getting real, there’s opportunity. Now is the time to put yourself in control – where no boss or virus can take you down. So many talented people want to give it a shot, yet they’re held back by the big business myths. But success is simpler than your crusty CEO wants you to think. Ian built his businesses on simple rules, Year 6 maths, basic decency and no jargon. It generated profits that made the bank people say: ‘We’ve never seen anything like this before.’ Ian’s advice is so readable that many of his readers have no interest in commerce, they just like his dry humour and guidance on living a better life. He takes you step-by-step through the whole entrepreneur experience, from the day you open the doors through to when you pay others to run the place for you. There are 60 short and often surprising chapters in the trademark style of his popular 'Motivation for Sceptics' blog, from ‘Your Success Goals Are Built on Lies’ to ‘Business Whack-A-Mole Skills’ and ‘Remote Work Sucks Unless You're Old’. Whether you’re running your own business, leading someone else’s or freelancing, Undisruptable is the only handbook you need. And one you’ll actually enjoy reading to the end.

Marketing

by Paul Baines
Marketing
Author: Paul Baines
Publisher: Oxford University Press, USA
Total Pages: 792
Release: 2011
Genre: Business & Economics
ISBN: 019957961X
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What is it that excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Determining how to use social networking sites to successfully market a product? Marketing, Second Edition, presents marketing examples and issues from exciting real-life situations. Packed full of case studies from international organizations including Innocent, Orange, HMV, and Oxfam, it enables students to see first hand what top marketers actually do and how they tackle the decisions they have to make. The text also discusses the theory that supports those skills vital to marketing success across all areas of society, from dealing with skeptical consumers, selling products to the government, and deciding which pricing approach to adopt to the ethical implications of marketing to children and the best ways to use social networking sites in marketing efforts. Employing a lively writing style, the authors encourage students to explore beyond classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further.

Social Media Marketing

by Tracy L. Tuten
Social Media Marketing
Author: Tracy L. Tuten
Publisher: SAGE
Total Pages: 561
Release: 2020-11-18
Genre: Business & Economics
ISBN: 1529738016
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**Winner of the TAA 2017 Textbook Excellence Award** "Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users." TAA Judges Panel The market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice. 11 new case studies have been added to the ′Case Zone′, including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. A must-have text for those studying social media marketing.

The New Strategic Brand Management

by Jean-Noël Kapferer
The New Strategic Brand Management
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
Total Pages: 576
Release: 2008
Genre: Business & Economics
ISBN: 0749450851
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Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

Global Marketing

by Carlyle Farrell
Global Marketing
Author: Carlyle Farrell
Publisher: SAGE
Total Pages: 361
Release: 2015-09-10
Genre: Business & Economics
ISBN: 1473910897
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This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students′ learning ′Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field ′Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students

Ethics in Social Marketing

by Alan R. Andreasen
Ethics in Social Marketing
Author: Alan R. Andreasen
Publisher: Georgetown University Press
Total Pages: 228
Release: 2001-02-05
Genre: Law
ISBN: 9781589013162
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Social marketing is being adopted by a growing number of government and nonprofit organizations around the world because of its power to bring about important social changes. An array of commercial marketing concepts and techniques has been applied to problems ranging from child abuse to teen smoking to environmental neglect. However, in crafting these programs, agencies face complex ethical challenges. For example, is it acceptable to exaggerate risk and heighten fear if doing so saves more lives? What if improving the lives of one group has negative effects on another? How does a marketing campaign respect a group's culture while calling for fundamental change within it? In Ethics in Social Marketing, ten contributors draw on their professional experience and the literature of ethics to set forth a range of problems and offer frameworks for their resolution. They introduce philosophical rules and practical models to guide decision making, and they focus on such complex issues as unintended consequences, ethical marketing alliances, and professional ethical codes. The book not only introduces students to the special moral and ethical burdens of social marketing but also challenges practitioners to address difficult issues that are easily minimized or avoided.

Digital Transformation Initiatives for Agile Marketing

by Maravilhas, Sérgio
Digital Transformation Initiatives for Agile Marketing
Author: Maravilhas, Sérgio
Publisher: IGI Global
Total Pages: 604
Release: 2024-10-16
Genre: Business & Economics
ISBN:
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In the rapidly evolving digital landscape, businesses today face an imperative to adapt and innovate continuously. Digital transformation is at the core of this evolution. It enables organizations to rethink and redesign their operations, processes, and customer interactions. Within this context, marketing has seen a profound shift, with agile methodologies and advanced technologies redefining traditional practices. It is imperative to explore the intersection of these critical areas. Digital Transformation Initiatives for Agile Marketing explores the various aspects of marketing and digital transformation, including how technology is changing the way marketers operate, how businesses can leverage data to improve customer engagement, and the challenges and opportunities that com with implementing digital transformation initiatives. It also discusses new marketing tendencies related to technology, people, and processes. Covering topics such as artificial intelligence, customer experience, and omnichannel marketing, this book is an excellent resource for marketers, business leaders, academicians, researchers, educators, graduate and postgraduate students, and more.