Inadequate transportation and storage, poor market information, lack of capital, and other chronic marketing problems in developing countries have been dramatized by recent production increases. To focus more attention and resources on food marketing in developing nations, U.S. Agency for International Development and U.S. Department of Agriculture held a seminar in Washington, D.C., to discuss these problems and set priorities for AID/USDA efforts. Major topics covered include key considerations in marketing policies, marketing enterprises and the flow of resources into marketing functions, nutrition and marketing food for the needy, efficiency in the marketing system, regional experiences in marketing problems and priorities, and approaches to technical assistance. There was a consensus that marketing problems need to be dealt with on an integrated national basis which serves producers, consumers, and national development goals. A number of specific areas of activity were given high priority: 1) better identification of technical assistance and research needs in marketing; 2) improvement of marketing management capability; and 3) providing more adequate marketing information for consumers, producers, and distributors.

This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy.

​This volume includes the full proceedings from the 1981 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida with the theme The 1980’s: A Decade of Marketing Challenges. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, industrial marketing, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

The Political Marketing Game identifies what works in political marketing, drawing on 100 interviews with practitioners. It also shows that authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism.

Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers’ ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure better service quality, and most of all, create value for stakeholders even in such a turbulent business environment. Showcasing cross-cultural research from academics, scholars and practitioners from around the world, this volume provides insight and strategies for various marketing issues in today’s emerging markets. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Marketing Challenges in Transition Economies of Europe, Baltic States and the CIS is a collection of conceptual and empirical articles on the developments of markets, marketing orientation, and marketing strategy in the transition economies of Eastern and Central Europe, the Baltic States, and the CIS. This unique book includes conceptual frameworks and research studies that will illuminate topics, such as marketing institutional development, marketing orientation, and foreign direct investment to help you gain a better understanding of the current and future roles of marketing in transition economies.

Marketing Challenges in Transition Economies of Europe, Baltic States and the CIS is a collection of conceptual and empirical articles on the developments of markets, marketing orientation, and marketing strategy in the transition economies of Eastern and Central Europe, the Baltic States, and the CIS. This unique book includes conceptual frameworks and research studies that will illuminate topics, such as marketing institutional development, marketing orientation, and foreign direct investment to help you gain a better understanding of the current and future roles of marketing in transition economies.

Contents: Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances - Katia Iankova and Pedro Longart Branding Al Ain as a tourist destination - Pedro Longart and Katia Iankova Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM - Areej Algumzi Innovative crisis-response through best human resources practices during COVID-19 - Bharti Pandya and Bistra Boukareva Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 Pandemic - Amaliyah Amaliyah and Aminatus Zakhra The shifting trend in online buyer’s behaviour under the impact of COVID-19 pandemic in Vietnam - Ha Thu Nguyen, Thuy Dam Luong Hoang, and Huy Khanh Nguyen Social media usage in higher education: Role in marketing and communication during COVID-19- Abhishek Shukla and Kamini Bhasin Slave to sachet economy: Socio-cultural insights -Hernani Manalo and Ma. Riza Manalo Revenue management during the COVIDization of the economy - Radko Radev and Veselina Yankova Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour - V.S. Damodharan and K.A. Asraar Ahmed A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam - Quang Van Ngo and Ha Thu Thi Vu Antecedents of QR code acceptance during Covid-19: Towards sustainability - K.A. Asraar Ahmed and V.S. Damodharan

This is the printed textbook, Marketing Principles. Marketing Principles combines a thorough and engaging overview of essential marketing principles. The text provides you with the knowledge and decision-making skills you'll need to succeed in today's competitive business environment. Marketing Principles includes the most current coverage of marketing strategies and concepts with extensive real-world examples including social networking and digital marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalisation, entrepreneurship, and marketing through transitional times. New, PRINT versions of this book come with bonus online study tools including animated activities and videos on the CourseMate Express platform.