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Marketing

Most popular at the top

  • Your Marketing Sucksby Mark Stevens

    Crown Publishing Group 2003; US$ 14.00

    ?Your marketing sucks . . .? What in the world does Mark Stevens mean? For starters, let?s take spending camouflaged as marketing. Everyone sees all those expensive, slick, pointless campaigns day after day. Just turn on your TV set and there are all the look-alike ads from Ford, GM, and Chrysler with look-alike cars going down . . . a road. Creative?... more...

  • The Anatomy of Buzzby Emanuel Rosen

    The Crown Publishing Group 2002; US$ 15.95

    A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights. What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions... more...

  • Ageless Marketingby David Wolfe; Robert Synder

    Dearborn Trade Publishing 2003; US$ 25.00

    In Ageless Marketing, authors David Wolfe and Robert Snyder document the results of a groundbreaking research project on the aging boomer generation, detailing the core values, buying behaviors, and emotional factors that distinguish the New Customer Majority. more...

  • Product Portfolio Management And Corporate Performance In The Banking Sectorby Spiros Gounaris

    Emerald Group Publishing Limited 2005; US$ 199.00

    As services increasingly become a crucial sector of Western economies, the need for scholarly research focusing on the management of product-related decisions becomes stronger. In the financial services sector in particular, deregulation has led to intense and quite diverse competition, while the development of e-banking has added to the intensity... more...

  • Kellogg on Brandingby Alice M. Tybout; Tim Calkins; Philip Kotler

    Wiley 2011; US$ 35.00

    The Foreword by renowned marketing guru Philip Kotler sets thestage for a comprehensive review of the latest strategies forbuilding, leveraging, and rejuvenating brands. Destined to become amarketing classic, Kellogg on Branding includes chapters written byrespected Kellogg marketing professors and managers of successfulcompanies. It includes: The... more...

  • Fame and Fortuneby Charles J. Fombrun; Cees B. M. Van Riel

    Pearson Education 2003; US$ 25.95

    Companies build reputations in the market place. Some do it well, others don't. Even well-managed, profitable, quality companies don't. The how and why of successful reputation building is what this book is about. What specific actions must companies take to build a positive reputation in the market place? How can a company measure the success of... more...

  • Consumption, culture and consumer life-choices in Australiaby Paul Henry

    Emerald Group Publishing Limited 2006; US$ 199.00

    While there is now an extensive literature on consumption theory virtually none of this work draws from Australian consumers. Most of the work is North American. Hence, the goal of this e-book lies in spotlighting consumer culture and consumption in the Australian setting. more...

  • Papers from the Business Innovation in the knowledge economy conference 2003by Lynn Martin; Julie Abott

    Emerald Group Publishing Limited 2004; US$ 199.00

    Consumer knowledge is a very important asset for an organisation. Two types of consumer knowledge have been identified, ?knowledge about customers? including customer segments, individual customer preferences, potential customers, and ?knowledge possessed by customers? including knowledge about product ranges, companies, and the marketplace. Electronic... more...

  • Your Gut is Still Not Smarter Than Your Headby Kevin Clancy; Peter Krieg

    Wiley 2007; US$ 29.95

    For decades, marketing has been an industry driven by the gut. No one really knew what worked or why, and marketing executives rarely had to defend their expenditures and results. But times are changing. Marketing must answer to the bottom line just like every other business function, and decisions made from the gut aren't getting the job done. ... more...

  • kidfluenceby Anne Sutherland; Beth Thompson

    McGraw-Hill Education 2003; US$ 32.95

    Strategies for reaching today's most important, influential market--­­the kids who drive family purchase decisions Kids today possess product knowledge and buying influence far beyond their years, and marketers must adapt to this new reality or risk forever playing catch-up with their forward-thinking competitors. Kidfluence explores this... more...