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Marketing

  • The Xiaomi Way: Customer Engagement Strategies That Built One of the Largest Smartphone Companies in the Worldby Li Wanqiang

    McGraw-Hill Education 2016; US$ 35.00 US$ 28.70

    How one small tech company got smart about social media and became " China' s new smartphone king" (CNN) In this exclusive inside look at the phenomenal rise of Xiaomi?the new smartphone company that?s giving Apple a run for their money?cofounder Li Wanqiang shares the secrets behind the viral marketing techniques, R&D innovations,... more...

  • Alternative Market Research Methodsby David Longbottom; Alison Lawson

    Taylor and Francis 2016; US$ 59.95

    Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from... more...

  • The New Advertisingby Ruth Brown; Ming Wang; Valerie Jones; Valerie Jones; Ming Wang; Ruth Brown

    ABC-CLIO 2016; US$ 131.00

    The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one... more...

  • Innovation Equityby Elie Ofek; Eitan Muller; Barak Libai

    University of Chicago Press 2016; US$ 55.00

    From drones to wearable technology to Hyperloop pods that can potentially travel more than seven hundred miles per hour, we?re fascinated with new products and technologies that seem to come straight out of science fiction. But, innovations are not only fascinating, they?re polarizing, as, all too quickly, skepticism regarding their commercial viability... more...

  • Events und Tourismusby Cornelia Zanger

    Springer Fachmedien Wiesbaden 2016; US$ 44.36

    Die Autorinnen und Autoren des Tagungsbandes liefern aus Sicht des Marketing, der Kommunikationstheorie sowie des Tourismus Erklärungsansätze für die synergetische Verbindung von Events und touristischen Destinationen. Der Band fasst die auf der siebten Wissenschaftlichen Konferenz zur Eventforschung, die am 30. Oktober 2015 an der TU Chemnitz stattfand,... more...

  • It Only Takes Oneby John Emmerling

    Simon & Schuster 2016; US$ 14.99 US$ 10.50

    ?A lively and informative account of the creative process and how it works by someone who obviously knows.? ?George Plimpton, editor of The Paris Review ?Finally, a GPS for finding your great ideas.? ?Mike Slosberg, cofounder of Digitas The ability to turn a good idea into a great reality is a vital ingredient in achieving success. In It Only... more...

  • Africa-to-Africa Internationalizationby Ifedapo Adeleye; Lyal White; Nathaniel Boso

    Springer International Publishing 2016; US$ 116.14

    Highlighting an important emerging trend in FDI to Africa, thisbook consists of important contributions focusing on an increase in trade andinvestment between African countries. An area that until now has receivedlittle attention, this volume aims to define the key issues and explores thechallenges and outcomes that have characterized Africa-to-Africainternationalization,... more...

  • The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Valueby Thomas Barta; Patrick Barwise

    McGraw-Hill Education 2016; US$ 30.00 US$ 24.60

    WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader , by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data... more...

  • Marketingmanagementby Christian Homburg

    Springer Fachmedien Wiesbaden 2016; US$ 28.31

    Christian Homburg bietet Marketing-Studierenden und Praktikern einen umfassenden Überblick der Fragestellungen und Inhalte in Marketing und Vertrieb. Zum tiefergehenden Verständnis dieser Inhalte trägt die ausgeprägte theoretische Fundierung des Buches bei. Eine kritische quantitative Orientierung fördert das strukturierte und präzise Durchdenken... more...

  • Investing on Low-Carbon Energy Systemsby Venkatachalam Anbumozhi; Kaliappa Kalirajan; Fukunari Kimura; Xianbin Yao

    Springer Singapore 2016; US$ 190.94

    This book investigates low-carbon energy system development that integrate economic growth, environmental sustainability and social development. It explores recent developments in the energy markets in emerging economies  that highlight the need for strengthening regional cooperation across Asia to sustain energy security and reduce carbon emissions,... more...