Marketing

Google supports organizations in their transformation to digital marketing by providing resources and services such as Google Ads, Google Analytics, and Google My Business. The International Food Waste Coalition influences more sustainable behavior by promoting awareness, education, and action on food waste reduction. A producer of Thai herbal toothpaste amended their marketing mix to maintain sales during COVID-19 by increasing online presence, offering discounts, and launching new products. Marketing is a critical text that provides students with the skills they need to successfully engage with marketing across all areas of society. It is founded on rigorous research and presents a current, comprehensive guide to marketing success.

Format: Paperback / softback
Length: 784 pages
Publication date: 30 March 2022
Publisher: Oxford University Press

Google offers various resources and services to support organizations in their digital marketing transformation. Here are some ways in which Google supports organizations:

Digital Marketing Tools: Google provides a suite of digital marketing tools, such as Google Analytics, Google Ads, Google Search Console, and Google My Business, that help organizations track and analyze their online performance, create effective advertising campaigns, optimize their website for search engines, and manage their online presence.

Digital Marketing Training: Google offers free and paid training programs, such as Google Analytics Academy, Google Ads Academy, and Google Digital Garage, to help organizations learn the basics and advanced techniques of digital marketing. These training programs cover topics such as website optimization, search engine optimization (SEO), social media marketing, email marketing, and analytics.

Google Partners Program: Google's Partners Program is a network of digital marketing agencies and professionals who are certified by Google to provide digital marketing services. Organizations can work with Google Partners to develop and execute comprehensive digital marketing campaigns, leveraging the expertise and resources of these partners.

Google Advertising Grants: Google offers advertising grants to eligible non-profit organizations, allowing them to create and run advertising campaigns on Google Ads for free. This program is designed to help non-profits reach their target audience and promote their mission.

Google Analytics for Non-profits: Google Analytics for Non-profits is a free version of Google Analytics that is specifically designed for non-profit organizations. It provides similar insights and reporting capabilities as the paid version, but with limited functionality.

Google Ad Grants for Non-profits: Google Ad Grants is a program that provides eligible non-profit organizations with up to $10,000 per month in free advertising on Google Ads. This program is designed to help non-profits increase their visibility and reach their target audience.

Digital Marketing Consulting: Google offers digital marketing consulting services to organizations that need help with their digital marketing strategy, campaign execution, or analytics. These consulting services are provided by Google's team of experts and can help organizations optimize their digital marketing efforts and achieve their goals.

Overall, Google's support for organizations in their digital marketing transformation includes providing access to powerful digital marketing tools, offering training programs, establishing partnerships with digital marketing professionals, offering advertising grants and scholarships, and providing consulting services to help organizations optimize their digital marketing efforts and achieve their goals.

The International Food Waste Coalition (IFWC) is a global non-profit organization that works to reduce food waste and promote sustainable food systems. Here are some ways in which the IFWC influences more sustainable behavior:

Awareness and Education: The IFWC raises awareness about food waste and its environmental, social, and economic impacts through its campaigns, events, and publications. It educates individuals, businesses, and governments about the importance of reducing food waste and provides resources and tools to help them do so.

Policy and Advocacy: The IFWC advocates for policies and regulations that promote sustainable food systems and reduce food waste. It works with policymakers, industry leaders.

Collaboration and Partnerships: The IFWC collaborates with a wide range of stakeholders, including governments, businesses, non-profit organizations, and academia, to develop and implement sustainable food waste reduction strategies. It also partners with local organizations and communities to promote sustainable food practices and reduce food waste at the grassroots level.

Research and Innovation: The IFWC conducts research and innovation to develop new technologies, practices, and policies that can help reduce food waste. It supports research projects that explore the causes, consequences, and solutions to food waste and publishes its findings to inform policymakers and the public.

Example: The IFWC has developed a Food Waste Index that measures the amount of food waste generated in different countries and regions. It uses this index to track progress towards the Sustainable Development Goals (SDGs) related to food waste and to identify areas where intervention is needed.

The IFWC also works with businesses and industries to develop sustainable food waste reduction strategies. For example, it has partnered with the hospitality industry to develop a guide to reducing food waste in hotels and restaurants. It has also partnered with food retailers to develop a guide to reducing food waste in grocery stores.

Overall, the IFWC's influence on more sustainable behavior is driven by its commitment to raising awareness, advocating for policies and regulations, collaborating with stakeholders, conducting research and innovation, and providing resources and tools to help individuals and businesses reduce food waste.

A producer of Thai herbal toothpaste, called "Herbal Bliss," faced challenges in maintaining sales during the COVID-19 pandemic. To address this, the company amended its marketing mix by implementing several strategies:

Digital Marketing: Herbal Bliss increased its online presence by creating a website and social media accounts, which allowed it to reach a wider audience and promote its products during the lockdown period. The company used digital marketing tools such as SEO, social media advertising, and email marketing to reach its target customers and increase brand awareness.

Product Innovation: Herbal Bliss introduced new products to its range, such as herbal mouthwash and toothpaste, to cater to the changing needs of its customers during the pandemic. The company also focused on improving the quality of its existing products to ensure that they were safe and effective for use during the pandemic.

Customer Engagement: Herbal Bliss engaged with its customers through online channels, such as social media and email, to provide them with information about its products and to address their concerns and questions. The company also offered discounts and promotions to its customers to encourage them to purchase its products.

Collaboration with Healthcare Professionals: Herbal Bliss collaborated with healthcare professionals to promote its products as safe and effective for use during the pandemic. The company provided them with educational materials and resources to help them recommend Herbal Bliss products to their patients.

Overall, Herbal Bliss's amendment of its marketing mix helped it maintain sales during the COVID-19 pandemic by increasing its online presence, introducing new products, engaging with customers, collaborating with healthcare professionals, and offering discounts and promotions.

Marketing, as a critical discipline, plays a pivotal
vital role
role in society by providing students with the essential skills they need to effectively engage with marketing across various areas of society. Founded on rigorous research, this comprehensive text presents a current and comprehensive guide to marketing success, exploring topical issues such as sustainability and digital transformation. Its broadest-ever range of examples, Practitioner Insights, and Market Insights offer readers a unique view into the fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo, and Watson Farley & Williams are just a few of the practitioners who join the authors to offer real-life insights and career advice to those starting out in the industry. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting the opportunity for students to take their learning further. An exciting development for this new edition, the enhanced e-book offers an even more flexible and engaging way to learn. It features a select range of embedded, digital resources designed to stimulate, assess, and consolidate learning, including practitioner videos to offer further glimpses into the professional world, mult.

Google offers various resources and services to support organizations in their digital marketing transformation. Here are some ways in which Google supports organizations:

Digital Marketing Tools: Google provides a suite of digital marketing tools, such as Google Analytics, Google Ads, Google Search Console, and Google My Business, that help organizations track and analyze their online performance, create effective advertising campaigns, optimize their website for search engines, and manage their online presence.

Digital Marketing Training: Google offers free and paid training programs, such as Google Analytics Academy, Google Ads Academy, and Google Digital Garage, to help organizations learn the basics and advanced techniques of digital marketing. These training programs cover topics such as website optimization, search engine optimization (SEO), social media marketing, email marketing, and analytics.

Google Partners Program: Google's Partners Program is a network of digital marketing agencies and professionals who are certified by Google to provide digital marketing services. Organizations can work with Google Partners to develop and execute comprehensive digital marketing campaigns, leveraging the expertise and resources of these partners.

Google Advertising Grants: Google offers advertising grants to eligible non-profit organizations, allowing them to create and run advertising campaigns on Google Ads for free. This program is designed to help non-profits reach their target audience and promote their mission.

Google Analytics for Non-profits: Google Analytics for Non-profits is a free version of Google Analytics that is specifically designed for non-profit organizations. It provides similar insights and reporting capabilities as the paid version, but with limited functionality.

Google Ad Grants for Non-profits: Google Ad Grants is a program that provides eligible non-profit organizations with up to $10,000 per month in free advertising on Google Ads. This program is designed to help non-profits increase their visibility and reach their target audience.

Digital Marketing Consulting: Google offers digital marketing consulting services to organizations that need help with their digital marketing strategy, campaign execution, or analytics. These consulting services are provided by Google's team of experts and can help organizations optimize their digital marketing efforts and achieve their goals.

Overall, Google's support for organizations in their digital marketing transformation includes providing access to powerful digital marketing tools, offering training programs, establishing partnerships with digital marketing professionals, offering advertising grants and scholarships, and providing consulting services to help organizations optimize their digital marketing efforts and achieve their goals.

The International Food Waste Coalition (IFWC) is a global non-profit organization that works to reduce food waste and promote sustainable food systems. Here are some ways in which the IFWC influences more sustainable behavior:

Awareness and Education: The IFWC raises awareness about food waste and its environmental, social, and economic impacts through its campaigns, events, and publications. It educates individuals, businesses, and governments about the importance of reducing food waste and provides resources and tools to help them do so.

Policy and Advocacy: The IFWC advocates for policies and regulations that promote sustainable food systems and reduce food waste. It works with policymakers, industry.

Collaboration and Partnerships: The IFWC collaborates with a wide range of stakeholders, including governments, businesses, non-profit organizations, and academia, to develop and implement sustainable food waste reduction strategies. It also partners with local organizations and communities to promote sustainable food practices and reduce food waste at the grassroots level.

Research and Innovation: The IFWC conducts research and innovation to develop new technologies, practices, and policies that can help reduce food waste. It supports research projects that explore the causes, consequences, and solutions to food waste and publishes its findings to inform policymakers and the public.

Example: The IFWC has developed a Food Waste Index that measures the amount of food waste generated in different countries and regions. It uses this index to track progress towards the Sustainable Development Goals (SDGs) related to food waste and to identify areas where intervention is needed.

The IFWC also works with businesses and industries to develop sustainable food waste reduction strategies. For example, it has partnered with the hospitality industry to develop a guide to reducing food waste in hotels and restaurants. It has also partnered with food retailers to develop a guide to reducing food waste in grocery stores.

Overall, the IFWC's influence on more sustainable behavior is driven by its commitment to raising awareness, advocating for policies and regulations, collaborating with stakeholders, conducting research and innovation, and providing resources and tools to help individuals and businesses reduce food waste.

A producer of Thai herbal toothpaste, called "Herbal Bliss," faced challenges in maintaining sales during the COVID-19 pandemic. To address this, the company amended its marketing mix by implementing several strategies:

Digital Marketing: Herbal Bliss increased its online presence by creating a website and social media accounts, which allowed it to reach a wider audience and promote its products during the lockdown period. The company used digital marketing tools such as SEO, social media advertising, and email marketing to reach its target customers and increase brand awareness.

Product Innovation: Herbal Bliss introduced new products to its range, such as herbal mouthwash and toothpaste, to cater to the changing needs of its customers during the pandemic. The company also focused on improving the quality of its existing products to ensure that they were safe and effective for use during the pandemic.

Customer Engagement: Herbal Bliss engaged with its customers through online channels, such as social media and email, to provide them with information about its products and to address their concerns and questions. The company also offered discounts and promotions to its customers to encourage them to purchase its products.

Collaboration with Healthcare Professionals: Herbal Bliss collaborated with healthcare professionals to promote its products as safe and effective for use during the pandemic. The company provided them with educational materials and resources to help them recommend Herbal Bliss products to their patients.

Overall, Herbal Bliss's amendment of its marketing mix helped it maintain sales during the COVID-19 pandemic by increasing its online presence, introducing new products, engaging with customers, collaborating with healthcare professionals, and offering discounts and promotions.

Weight: 1648g
Dimension: 265 x 135 x 30 (mm)
ISBN-13: 9780192893468
Edition number: 6 Revised edition