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Interpretive Consumer Research
Emerald Group Publishing Limited 2008; US$ 199.00In the field of qualitative market research, interpretive approaches to studying consumer behavior are playing an increasing role. This e-book addresses a variety of different themes within interpretivist consumer research, including, discourse analysis, collaborative interpretive consumer research, semiotic analysis and narrative analysis focusing... more...
The Brand Bubble
Wiley 2008; US$ 27.95How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth... more...
Market-Led Strategic Change
Taylor and Francis 2008; US$ 55.95The fourth edition of the best seller, Market-Led Strategic Change, confronts the real issues companies face in going to market effectively and profitably, including: * corporate social responsibility * marketing under siege * dominant customers and much else besides. In his witty and direct style, Nigel Piercy takes into account state-of-the-art... more...
The Four Pillars of Profit-Driven Marketing EB
McGraw-Hill Education 2008; US$ 34.95The first system to solve the age-old problem of measuring marketing ROI Two top partners at consulting giant Booz & Company reveal the results of the firm?s proprietary research aimed at maximizing return on marketing investment. These ?4 pillars? are the true holy grail of marketing, presented with clear instructional information combined with... more...
Marketing Strategy Masterclass
Taylor and Francis 2008; US$ 55.95The very best business isn?t born out of hunches, macho tactical skirmishing or simply ?being busy?, but is the product of careful calculation and understanding customers? needs, wants and aspirations. Marketing Strategy Masterclass is a ?how to? book of marketing strategy focused on doing what our customers want us to do, how they want it done. Included... more...
Experiential Marketing
Kogan Page 2009; US$ 39.95Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated... more...
Convergence Marketing
Wiley 2009; US$ 24.95Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital... more...
The Shift
Wiley 2009; US$ 34.95Praise for The Shift "More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done." – Cammie Dunaway , executive vice president of sales and marketing, Nintendo of America "At Zappos.com we've always approached... more...
9 Brand Shaastras
SAGE India 2004; US$ 38.95`Markets don`t decline, they shift` says Jagdeep Kapoor in his thought provoking new book. Once again, Kapoor presents a powerful and effective roadmap on how to build successful brands. Terming these nine key brand elements as `Shaastras`, he highlights important truths that each marketer must know to build healthy brands. Beginning from the `Need... more...
Beyond Consumer Marketing
SAGE India 2004; US$ 42.95Consumer marketing, aimed primarily at the urban middle-classes, has dominated the imagination of marketing strategists in India. However, in the race to capture the consumer sector, some of the crucial and upcoming sectors of the Indian economy, which are gathering considerable momentum after economic liberalization, have escaped a close and rigorous... more...









