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Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers' dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed a growing sense of what their markets wanted. This study, based almost entirely upon primary sources including over seventy years of trade newspapers, is an in depth account of how and why this market developed-decades before there was any written theory about marketing.
This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example, German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen.
All scholars of marketing will find this historical account a fascinating insight into markets and marketing, This will also be of interest to social historians, scholars of German history, book trade and book trade historians.
Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing.Ideally suited to advanced students of marketing, the book uses examples and 'real world' case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar.- Explains and debates key concepts in a clear, readable and concise manner.- Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities.- Includes a glossary of critical marketing terms.- Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students.
There is much interest in using biological structures for the fabrication of new functional materials. Recent developments in the particle character and behaviour of proteins and viral particles have had a major impact on the development of novel nanoparticle systems with new functions and possibilities. Bio-Synthetic Hybrid Materials and Bionanoparticles approaches the subject by covering the basics of disciplines involved as well as recent advances in new materials. The first section of the book focusses on the design and synthesis of different bionanoparticles and hybrid structures including the use of genetic modification as well as by organic synthesis. The second section of the book looks at the self-assembling behaviour of bionanoparticles to form new materials. The final section looks at bionanoparticle-based functional systems and materials including chapters on biomedical applications and electronic systems and devices. Edited by leading scientists in bionanoparticles, the book is a collaboration between scientists with different backgrounds and perspectives which will initiate the next generation of bio-based structures, materials and devices.
Hospitality marketing is based on understanding the needs of consumers, knowing the segmentation of the market, and selecting the best marketing tools to reach customers.MARKETING IN THE HOSPITALITY INDUSTRY provides students with a real-world perspective on the world of hospitality marketing, industry forms, and useful ideas for increasing sales and making marketing more effective. Revisions to the fifth edition include new information on understanding marketing trends, using market research tools to help make sound strategy decisions, and writing a strategic marketing plan. There is also new information on how technology is impacting hospitality marketing.
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