This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.
Anyone engaged in the rapidly emerging marketing of energy as a commodity will benefit from Energy Marketing Handbook. In this comprehensive volume filled with the latest in energy marketing information, energy-specialist Denise Warkentin details the open markets, wholesale and retail wheeling, the alignment of the electric power industry, and offers ways to manage risk in the market. An extensive reference section defines the special terms related to energy as a commodity and lists acronyms and trade groups involved. Readers will learn: What energy marketing is and how it differs from both power marketing and brokering How the past has shaped the current path of the electric power and natural gas industries How electricity deregulation will effect natural gas What the Federal Energy Regulatory Commision's recent adoption of Ferc Orders 888 and 889 means for the industry How alliances and marketing relationships have emerged within the electric utility industry and in the natural gas industry How to manange and control risk in a competitive atmosphere As Editor of Energy Marketing and News Editor for Electric Light & Power, Denise Warkentin deals with the complex issues of energy marketing on a daily basis. Based on her research, she teaches informative and non-technical public seminars on such topics as utility financial condition and profitability, energy marketing and reengineering and downsizing. Warkentin holds a BA in journalism from the University of Oklahoma and has been writing on business, regulatory, legal and environmental issues for 13 years and on electric power and natural gas markets for five years.
The digital age has transformed the very nature of marketing. Armed with digital devices, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers. At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable. Anchored in this age of transformations, Marketing Analytics devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. The book is tailored to meet the needs of marketing professionals as it focusses on market research methods and analytic techniques used by practitioners for refining marketing strategies, and taking day-to-day business decisions. It is ideal too for business management students who wish to pursue careers in consumer marketing.
Arts-Based Research, Autoethnography, and Music Education: Singing Through a Culture of Marginalization invites readers into miroslav pavle manovski's journey into quest of how he found his voice-literally and figuratively-by reflecting and storying from his fluid identity and roles as an artist, singer, learner, music teacher, researcher... while empowering others to find their own voice. This book is also an arts-based autoethnographic rendering of the author's experience being tormented, harassed, and called "gay" as a means to negatively target and marginalize him. Further, this work contributes to the literature of those mercilessly harassed for perceived effeminate characteristics and to the canon of ways we may be able to rescue ourselves-to positively transform-from prior wreckage a part of our lives. It makes significant contributions to the literature on qualitative inquiry, arts-based research, autoethnography, music education, and vocal pedagogy as a means of re-presenting a rich tapestry of life experience. While this text can be read entirely for pleasure or personal growth, it will make an outstanding springboard for conversation in courses across the disciplines that deal with teacher education, music education, gender and sexual identity/orientation, intimacy, relationships and relational communication, prejudice, bullying and more. This award-wining book will additionally be of great value in courses on autoethnography, life writing, narrative inquiry, arts-based research, and music education. "Of all the recent examples of textual experiments in the social sciences that aim to create a dialectical intertwining of the autobiographical and the theoretical, this book is among the very best. Manovski's work is at once artful, poignant, bravely self-revelatory, while simultaneously informed by the scholarship of an impressive array of academics from diverse academic fields. What awaits the reader is nothing less than a full-fledged educational experience that dazzles the mind and stirs the heart as it opens up the future." - Tom Barone, Emeritus Professor, Arizona State University.
Strategic Marketing Problems: Cases and Comments balances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what they've learned.
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