Marketing

Students can use this reference tool to stay sharp and make the grade in core marketing courses, while professionals, entrepreneurs, and corporate players can keep concepts and details handy in the busy working world. This big-picture view of marketing's most important core concepts includes the details behind those concepts in clear, concise, and easy to review sections.

The AMA Dictionary of Business and Management is your one-stop reference guide to learning an array of terminology so you can impress your bosses and intimidate your peers. This invaluable, one-of-a-kind resource covers a vast range of terminology from all areas of business, including management, strategy, finance, human resources, economics, marketing, sales, insurance, and international business.

McGruer explains how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers.

In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing currently utilized with great success on Instagram and YouTube is not a short-lived fad, but a tectonic shift for the future of digital advertising.

Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for businesses to understand, let alone control...Since ethnic minority consumers cannot be expected to assimilate, they maintain some significant degree of unique ethnicity-related consumer characteristics that convert into threats and opportunities for business.

The key to unlocking the true value of marketing is data: from actual buyer behavior to targeting info on social media platforms to marketing's own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create a competitive advantage in the Age of Analytics.

Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Businesses will have to learn how to: "Get past the 8-second filter", avoid blatant advertising and tap influencer marketing, understand their language and off-beat humor, and offer the shopping experiences they expect.

This book provides you with a comprehensive approach to make sure marketing spending is utilized as effectively as possible and delivers the best ROI for your brand and business. Maximizing your organic (free) traffic channels should be a top priority and this book will provide you with insight on how to do that.

This informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business and makes otherwise complex topics understandable. Written for marketing professionals accountable for measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, it clearly explains the metrics that you can use to measure marketing. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics.