Business : Marketing

Based on the results of an innovative, ten-year study, this book offers unmatched insight on sales performance issues and the practices sales professionals and organizations must embrace to be a world class sales force. more...

Price: $24.95

Develops a definition of action research that is particularly suitable for marketing and based on the articles in this issue of European Journal of Marketing, emphasising the breadth of action research in marketing and its distinctive interest in analytic generalisation, that is, in building a theory that extends beyond the particular situation that is being action researched to other situations.. The three sections of this commentary include: definition of traditional action research, action learning and case research. Second, drawing of four implications from the articles within this special issue about how action research can be done in marketing. Finally, presents a broad definition of action research in marketing. more...

Price: $199.00

Let Web metrics expert Brian Clifton help you maximize your website's potential. In this book you'll discover the information you need to get a true picture of your site's impact and stay competitive using Google Analytics. Featuring implementation techniques not documented elsewhere, this informative guide teaches you how to turn data into actionable information and optimize the user experience of your website for better conversions. You'll learn to:.: Measure your web traffic, its sources and visitor engagements and understand its impact on ROI.; Configure your data collection parameters to track all online marketing channels, Flash events, banners, and more.; Follow best practices for tracking offline activities and learn how to extract, analyze, and integrate the collected data.; Optimize checkout systems, pay-per-click campaigns (including AdWords), SEO, and email marketing efforts.; Discover the benefits of ad version testing and the insight multivariate testing can bring. With a better understanding of your website visitors, you will be able to tailor page content and marketing budgets with laserlike precision for a better return on investment, and ultimately, a better bottom line. more...

Price: $39.99

How to Strategically Evaluate Germany. Perhaps the most efficient way of evaluating Germany is to consider key dimensions which themselves are composites of multiple factors. Composite portfolio approaches have long been used by strategic planners. The biggest challenge in this approach is to choose the appropriate factors that are the most relevant to international planning. The two measures of greatest relevance to advertising services are “latent demand” and “market accessibility”. The figure below summarizes the key dimensions and recommendations of such an approach. Using these two composites, one can prioritize all countries of the world. Countries of high latent demand and high relative accessibility (e.g. easier entry for one firm compared to other firms) are given highest priority. The figure below shows two different scenarios. Accessibility is defined as a firm’s ease of entering or supplying from or to a market (the “supply side”), and latent demand is an indicator of the potential in serving from or to the market (the “demand side”). Framework for Prioritizing Countries. Demand/Market Potential Driven Firm. Relative Accessibility. Accessibility/Supply Averse Firm. In the top figure, the firm is driven by market potential, whereas the bottom figure represents a firm that is driven by costs or by an aversion to difficult markets. This report treats the reader as coming from a “generic firm” approaching the global market – neither a market-driven nor a cost-driven company. Planners must therefore augment this report with their own company-specific factors that might change the priorities (e.g. a Canadian firm may have higher accessibility in Canada than a German firm). Latent Demand and Accessibility in Germany. This report provides a detailed overview of factors driving latent demand and accessibility for advertising services in Germany. Latent demand is largely driven by economic fundamentals sp more...

Price: $195.00

How to Strategically Evaluate Belgium. Perhaps the most efficient way of evaluating Belgium is to consider key dimensions which themselves are composites of multiple factors. Composite portfolio approaches have long been used by strategic planners. The biggest challenge in this approach is to choose the appropriate factors that are the most relevant to international planning. The two measures of greatest relevance to aerospace equipment and services are “latent demand” and “market accessibility”. The figure below summarizes the key dimensions and recommendations of such an approach. Using these two composites, one can prioritize all countries of the world. Countries of high latent demand and high relative accessibility (e.g. easier entry for one firm compared to other firms) are given highest priority. The figure below shows two different scenarios. Accessibility is defined as a firm’s ease of entering or supplying from or to a market (the “supply side”), and latent demand is an indicator of the potential in serving from or to the market (the “demand side”). Framework for Prioritizing Countries. Demand/Market Potential Driven Firm. Relative Accessibility. Accessibility/Supply Averse Firm. In the top figure, the firm is driven by market potential, whereas the bottom figure represents a firm that is driven by costs or by an aversion to difficult markets. This report treats the reader as coming from a “generic firm” approaching the global market – neither a market-driven nor a cost-driven company. Planners must therefore augment this report with their own company-specific factors that might change the priorities (e.g. a Canadian firm may have higher accessibility in Canada than a German firm). Latent Demand and Accessibility in Belgium. This report provides a detailed overview of factors driving latent demand and accessibility for aerospace equipment and services in Belgium. Latent demand is largely driven by more...

Price: $195.00