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Marketing

  • Buyer Personasby Adele Revella

    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...

  • Captivologyby Ben Parr

    HarperCollins 2015; Not Available

    The former editor of Mashable and cofounder of DominateFund examines the psychological phenomena that captivate our attention?and how we can leverage them to draw and retain attention for our ideas, work, companies, and more. Whether you?re an artist or a salesperson, a teacher or an engineer, a marketer or a parent?putting the spotlight on your... more...

  • Captivologyby Ben Parr

    HarperCollins 2015; Not Available

    The former editor of Mashable and cofounder of DominateFund examines the psychological phenomena that captivate our attention?and how we can leverage them to draw and retain attention for our ideas, work, companies, and more. Whether you?re an artist or a salesperson, a teacher or an engineer, a marketer or a parent?putting the spotlight on your... more...

  • Captivologyby Ben Parr

    HarperCollins 2015; US$ 21.99

    The former editor of Mashable and cofounder of DominateFund examines the psychological phenomena that captivate our attention?and how we can leverage them to draw and retain attention for our ideas, work, companies, and more. Whether you?re an artist or a salesperson, a teacher or an engineer, a marketer or a parent?putting the spotlight on your... more...

  • Humanizing Big Databy Colin Strong

    Kogan Page 2015; US$ 39.95

    Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy... more...

  • Brand Psychologyby Jonathan Gabay

    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...

  • Kapferer on Luxuryby Jean-NoŽl Kapferer

    Kogan Page 2015; US$ 39.95

    Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity?Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-No?l Kapferer, a world-renowned... more...

  • Handbook on Research in Relationship Marketingby R. M. Morgan; J. Turner Parish; G. Deitz

    Edward Elgar Publishing 2015; US$ 60.00

    The Handbook on Research in Relationship Marketing includes contributions from relationship marketing experts in business-to-business, business-to-consumer, global services, technology and a variety of other contexts of practice. Academics, students, and marketing professionals will all benefit from the insights provided. The Handbook begins with reviews... more...

  • Handbook of Research on Customer Equity in Marketingby V. Kumar; D. Shah

    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...

  • Urban Destination Marketing in Contemporary Europeby John Heeley

    Channel View Publications 2015; US$ 35.00

    This book aims to unite theory and practice in the field of destination marketing. It attempts to reconcile the gap between the academic literature on urban destination marketing and the manner in which it is actually undertaken by destination marketing organisations (DMOs). While analysing and critically assessing the current destination marketing... more...