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Marketing

  • Be the Boss Everyone Wants to Work Forby William A. Gentry

    Berrett-Koehler Publishers 2016; US$ 19.95

    Flip Your Script! You've been promoted to leadership?congratulations! But it's nothing like your old job, is it? William Gentry says it's time to flip your script. We all have mental scripts that tell us how the world works. Your old script was all about ?me?: standing out as an individual. But as a new leader, you need to flip your script from... more...

  • Brands and Brandingby Stephen Brown

    SAGE Publications 2016; US$ 34.00

    A fun and humorous introductory book that helps readers make sense of brands, what and who they are, what they do, and how they do it, through theory made enjoyable by plenty of current examples. more...

  • Consumer Behaviourby Zubin Sethna; Jim Blythe

    SAGE Publications 2016; US$ 58.00

    Informal yet academically rigorous in style, this fun textbook focuses on consumer behaviour in action and provides international examples, videos and a companion website to fully encourage student engagement and understanding. more...

  • The Zen of Social Media Marketingby Shama Hyder; Chris Brogan

    BenBella Books, Inc. 2016; US$ 16.99

    Freshly Updated Edition of the Ultimate Primer and How-To Guide for Social Media Marketing Five years ago, the first edition of The Zen of Social Media Marketing became a global bestseller. Three years after that, the updated edition helped even more marketers and executives navigate the sometimes-stressful world of social media. Now, this new,... more...

  • Geschäftsanbahnung in Spanienby Maria Vorbrugg; Hatto Brenner

    Springer Fachmedien Wiesbaden 2016; US$ 9.99

    Dieses essential gibt wichtige Hinweise zur Zusammenarbeit mit spanischen Firmen und Geschäftspartnern. Der Leser erhält einen interessanten und lebendigen Überblick über Land und Leute sowie nützliche Informationen zu den gesetzlichen und steuerlichen Rahmenbedingungen und Anregungen für zukünftige Geschäftsideen. Das Autorenduo Maria Vorbrugg... more...

  • Disruptive Marketingby Geoffrey COLON

    AMACOM 2016; US$ 24.95

    Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, Disruptive Marketing will propel you out of your comfort zone and into the disruptive mindset... more...

  • Die Geheimnisse erfolgreichen YouTube-Marketingsby Marc Oliver Opresnik; Oguz Yilmaz

    Springer Berlin Heidelberg 2016; US$ 19.99

    In diesem Buch lüften YouTube-Legende Oguz Yilmaz von Y-Titty und Marketing-Professor Marc Oliver Opresnik die Geheimnisse erfolgreichen YouTube-Marketings: Sie zeigen, wie dieses Medium in eine moderne digitale Marketingstrategie integriert wird. Mit YouTube als eine der wichtigsten Social Media Plattformen erreichen Unternehmen, Selbstständige... more...

  • Value Networks in Manufacturingby Jayantha P Liyanage; Teuvo Uusitalo

    Springer International Publishing 2016; US$ 179.00

    This book highlights innovative solutions together withvarious techniques and methods that can help support the manufacturing sectorto excel in economic, social, and environmental terms in networked businessenvironments. The book also furthers understanding of sustainable manufacturingfrom the perspective of value creation in manufacturing networks,... more...

  • Nachhaltigkeit und Consumer Confusion am Point of Saleby Anja Buerke

    Springer Fachmedien Wiesbaden 2016; US$ 54.99

    Anja Buerke untersucht, wie der Kauf nachhaltiger Produkte im Lebensmitteleinzelhandel gefördert werden kann, da trotz steigender Umsätze nachhaltiger Produkte Bio- und Fair Trade-Lebensmittel noch immer eine Marktnische darstellen. Sie betrachtet Determinanten und Wirkungen von Consumer Confusion am Point of Sale beim Kauf nachhaltiger Produkte und... more...

  • Research Frontiers on the International Marketing Strategies of Chinese Brandsby Zuohao Hu; Xi Chen; Zhilin Yang

    Taylor and Francis 2016; US$ 54.95

    This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization... more...