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Principles of marketing, 14th ed./ Kotler Philip; (and Gary Armstrong)
No full text637 hal.; ill., tab.; 27,5 cm
Principles of marketing, 14th ed./ Kotler Philip; (and Gary Armstrong)
No full text637 hal.; ill., tab.; 27,5 cm
Principi di marketing
No full textIl libro rappresenta un utile manuale di Marketing per i docenti che vogliono impartire un insegnamento di marketing "base" a studenti che frequentano una laurea triennale, sia in Scuole e Corsi di Studi a principale orientamento economico, sia anche e soprattutto in Corsi di Studio non economici, ma per i quali il Marketing rappresenta una disciplina di interesse (Comunicazione, Design, etc...
Pour une réussite du marketing des services publics dans les années 90
No full textFace aux nouvelles forces qui restructurent actuellement le monde, qu'il s'agisse de concurrence internationale, d'accélération des progrès techniques, de dégradation de l'environnement, de migrations hors des centre-villes, etc., les collectivités doivent adopter des méthodes plus stratégiques et s'inspirer du comportement des entreprises pour gérer leur avenir. Mais la gestion d'une ville, d'un Etat, d'une région ou d'une nation constitue un défi beaucoup plus important que celle d'une simple organisation. La gestion d'une entreprise comme General Motors ou IBM repose en effet sur une hiérarchie de responsables, habilités à imposer une politique et une orientation stratégique données. Les collectivités, par contre, sont des entités politiques, semblables à des chaudrons où l'on ferait bouillir des groupes d'intérêts divergents et des responsables provisoirement élus dont les objectifs diffèrent. Elles doivent donc chercher à parvenir à un consensus, ce qui est particulièrement difficile lorsque les coûts et les profits sont répartis de façon inégale. Mais sans cet accord général, il est impossible de progresser.
Les exemples de villes qui ont réussi à renaître, telles Indianapolis, St. Paul ou Baltimore, sont heureusement là pour nous convaincre que beaucoup d'autres villes doivent être capables, elles aussi, de transformer leur situation actuelle. Nous nous proposons donc d'étudier les différents défis qu'il convient de relever pour effectuer cette transformation. Nous aborderons tour à tour les quatre questions suivantes :
1. Quels sont les problèmes auxquels les collectivités se trouvent aujourd'hui confrontées ?
2. Que font actuellement les collectivités pour résoudre leurs problèmes ?
3. Quels sont les obstacles qui empêchent les changements de se produire ?
4. Comment les collectivités peuvent-elles atteindre un but fondamental qui est celui d'attirer plus de monde ?Kotler Philip. Pour une réussite du marketing des services publics dans les années 90. In: Politiques et management public, vol. 11, n° 2, 1993. La modernisation de la gestion publique : les leçons de l'expérience - Actes du Cinquième Colloque International Paris - 26/27 mars 1992 (Deuxième partie) pp. 3-32
On the field the Brisbane AFL Lions roar - but purr over their fans to win a Lion's share of the market!
No full textIn just six short years in Brisbane the Lions have pioneered Australian Rules Football in Queensland and won two national premierships. To do so they had to perform both on and off the field: on the field, in terms of players and game skills, and off the field, in their marketing, relationship management and marketing development. The purpose of this case study is to demonstrate that relationship management is a key strategy for experimental products such as sport. In particular it outlines the marketing strategies of the AFL's reigning premiers to achieve increased revenues and establish a loyal fan base.\ud
Australian Rules Football, which was established in Victoria in 1866, is a uniquely Australian game which owes much to Irish/Gaelic and other football codes. Although traditionally a Victorian sport, a national professional league called the Australian Football League (AFL) was established in 1990 with teams based outside Victoria (AFL 2003). Today the AFL is Australia’s most popular football code and the third most popular sport overall, with 54% of public expressing an interest (Sweeney 2003). The Brisbane Lions team was born in 1992 from an amalgamation of the Fitzroy Lions (a Melbourne team) and the Brisbane Bears. The Brisbane Bears (est. 1987) were based at Carrara on the Gold Coast. In 1992 they were at the bottom of the AFL table, and with a membership of only 800 and typical match attendances of 6500 they were struggling. They moved to Brisbane in 1992 at a time when rugby league and rugby union had the Queensland market virtually to themselves. Within four years their membership had climbed to 10 500 with match attendances of 18 700. Since the merger with Fitzroy the Brisbane Lions have taken their typical Brisbane match attendance to around 28 000 and increased their club membership in Brisbane and Melbourne to nearly 23 000 and 4000 In Victoria (Herde 2002). They also have the country’s highest member retention rate at 85%. How have they created such a following for their brand of football? Through dedication and hard work certainly, but more importantly by creating brand awareness, relationships with their publics and deliberately moving consumers through the adoption and sales processes with the aim of eventually turning first-time AFL spectators into loyal club members, supporters and followers
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
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