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Market Leader ESP Book - Marketing
Marketing is designed for use on its own or with the Market Leader series.Ideal for students who need the language of more specialised areas of business English, the book focuses on the reading skills and vocabulary development required for marketing. Marketing includes: authentic reading texts from the Financial Times and other sources a glossary of specialised language two 'Check Tests' designed to help assess progress
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Business Development : A Market-Oriented Perspective
This textbook answers the basic questions: "What is business development?" "What does the business developer do?" and "What characterises good, structured, effective business development?" Distinguishing business development and the tasks of the business developer from traditional approaches of strategic management, entrepreneurship, and strategic marketing, this textbook will enable the market-oriented business developer to conceive, craft, and implement superior business plans. The book is divided into three modules focusing on the market-oriented business developer’s mindset, on providing a state-of-the-art toolbox for careful strategic analyses and decisions, and lastly on the critical aspects of business plans and their content. The approach of the book is focused and selective in its choice of content and provides a cumulative development of the relevant topics.Each chapter includes an ‘implications for the market-oriented business developer’ at the end to enhance a student’s learning. The content of the book is applicable to any new business venture as well as for the development and implementation of growth opportunities in mature organizations. Inherently international in its scope, the text includes numerous real world examples, taken from the author’s own experience as a biotech entrepreneur, as well as from the wider global business community.
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Doing Marketing Research : Alternative Methods for Market Sensing
Traditional research methods in marketing can be illuminating when used well, but all too often their results fail to provide the depth of understanding that organisations need to anticipate market needs. Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions.This unique book explains market sensing simply and practically and demonstrates how it can benefit researchers.It teaches non-mainstream and alternative research methods, which facilitate innovative research design and achieve deep insights into the mindsets of consumers.The methods explored in this book include sensory research using ZMET, discourse analysis, consumer ethnography, social media networks, narrative and storytelling and gamification.This second edition has been fully updated to include several new chapters covering newer methods and topics, including the Delphi method, archival research, visual methods and the decolonisation of research. With a wealth of examples, diverse case studies and pedagogy, such as seminar activities to aid student learning, this textbook is recommended and core reading for advanced undergraduate and postgraduate students studying marketing research, and business research methods more generally, as well as marketing practitioners. Online resources include PowerPoint lecture slides.
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Market Grooming : The Dark Side of AI Marketing
Market Grooming: The Dark Side of AI Marketing marks a paradigm shift in the field of marketing.This thought-provoking scholarly work examines how customers, markets and communities are groomed, socially conditioned, subliminally marketed to, and influenced by the use of AI technologies. This comprehensive collection of research articles covers various aspects of AI and its impact on marketing, consumer behavior, and market grooming.It delves into the views and attitudes of consumers in the AI era, as well as the negotiation tactics and misbehaviors observed in digital AI marketing.The impact of AI, machine learning, and the Internet of Things on business and marketing models is thoroughly explored, including both positive and negative effects on individuals, communities, and different domains like social, politico-legal, and ethical spheres.The collection further examines customer relationships management (CRM) and the consequences of AI implementation in marketing and market grooming, highlighting the need for anti-data mining practices.Lastly, it addresses the challenges, concerns, and strategic directions for achieving ethic-socio-sustainable marketing using technology, especially in the context of Industry 5.0. With contributions from experts in universities and institutions worldwide, this work offers valuable insights for regulators, marketers, governments, and communities in navigating the ever-evolving landscape of AI-driven marketing and market grooming.
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