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- Wiley 2015; US$ 25.00
See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical... more...
- Kogan Page 2015; US$ 39.95
Why do we trust some brands more than others? How important is integrity for a brand's survival? How can brand confidence be rebuilt during a crisis? Using both new and classic insights from social psychology, cognitive psychology and neuroscience, Brand Psychology reveals the hidden processes behind why certain brands command our loyalty, trust and... more...
- Edward Elgar Publishing 2015; US$ 60.00
Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves... more...
- Taylor and Francis 2015; US$ 67.95
Customer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement... more...
- Taylor and Francis 2015; US$ 135.00
Consumer credit borrowing ? using credit cards, store cards and personal loans ? is an important and routine part of many of our lives. But what happens when these everyday forms of borrowing go ?bad?, when people start to default on their loans and when they cannot, or will not, repay? It is this poorly understood, controversial, but central part... more...
- Wiley 2015; US$ 19.95
Customer Loyalty Isn't Enough?Grow Your Share ofWallet The Wallet Allocation Rule is a revolutionary, definitiveguide for winning the battle for share of customers' hearts, minds,and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan ManagementReview , this landmark book introduces a new and rigorouslytested... more...
- Edward Elgar Publishing 2015; US$ 40.00
This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers... more...
- Rowman & Littlefield Publishers 2015; US$ 38.99
Just One More Hand tells a story that workers all over can relate to: an industry that promised a solid and stable livelihood is being transformed by competitive pressures, causing employees to lose their economic footing. What seemed like a good job one day becomes a bad job the next. Incorporating the lived experiences of casino employees, the... more...
- Wiley 2015; US$ 23.99
The easy way to grasp customer analytics Ensuring your customers are having positive experiences with your company at all levels, including initial brand awareness and loyalty, is crucial to the success of your business. Customer Analytics For Dummies shows you how to measure each stage of the customer journey and use the right analytics to understand... more...