Apress, 2011. — 248 p. — ISBN10: 143023315X; ISBN13: 9781430233152. Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you...
Apress, 2011. — 248 p. — ISBN10: 143023315X; ISBN13: 9781430233152. Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you...
Wiley, 2010. – 384 p. – ISBN: 0470616687, 9780470616680 Straightforward advice on building and launching a mobile marketing plan Mobile communication is hot, and so is marketing on mobile devices. Mobile Marketing For Dummies provides a clear and easy path for creating, launching, and making the most of a mobile marketing program. Designed for marketing professionals and other...
The McGraw-Hill Companies, 2009. – 480 p. – ISBN: 0071621253, 9780071626156 The Biggest Companies. The Boldest Campaigns. The best insider's guide on the market. The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process,...
Marshall Cavendish, 2011. - 224 p. ISBN10: 0462099423 Are you looking for a great idea or some inspiration to make your marketing more effective and cutting edge? This book contains 100 great marketing ideas, extracted from the world s best companies. Ideas provide the fuel for individuals and companies to create value and success. Indeed the power of ideas can even exceed the...
15th edition. — South-Western Cengage Learning, 2011. — 800 p. — ISBN13: 9781111221782, ISBN: 1111221782 Over the years, Boone and Kurtz's Contemporary Marketing has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new...
Wiley, 2002. - 252 p. How can I differentiate my products from the competition? Do customer retention and loyalty programs really work? How do I increase a customer’s lifetime value to my company? How can I build a strong brand and manage it wisely? To find the answers to these and scores of other questions, turn to the experts at the pinnacle of the profession–the gurus of...
Bookboon, 2011. — 118 p. — ISBN: 978-87-7681-945-3 Whether you are just starting out on your career or are in employment, your job searching must have one tool before that journey starts and that is a professional CV. Your CV needs a creative and meaningful profile, clearly identifying your achievements and what you have to offer a potential employer through your personal...
Kogan Page, 2015. — 265 p. — ISBN: 978-0-7494-7378-5. Each year, The Marketing Society, an international senior marketing network based in the UK, holds its Excellence Awards. This book presents 34 case studies of recent winning campaigns in twelve categories (2011-2014) from companies including McDonalds, Mercedes, and Unilever. Although each case encompasses examples of...
Tempe: CAPS Research, 2007. - 140 p. Autors: Carter Phillip L., Carter Joseph R., Monczka Robert M., Blascovich John D., Slaight Thomas H., Markham William J. Executive Summary External Forces Will Affect All Businesses Tomorrow’s Business Models and Strategies Will Raise the Bar for Supply Supply Must Pursue Seven Key Strategies in the Coming Decade About the Research...
Springer, 2017. — 126 p. — ISBN: 978-3319519906. This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers...
Pearson Education Inc, 2009. — 182 p. Rather than presenting a how-to on exploiting word-of-mouth, the authors of Conversational Capital empower you with the tools to engineer conversations, from the ground up. They lay out a clear path to creating powerful, relevant brands that get talked about. Conversational Capital is a challenge for marketers everywhere to engage consumers...
Yonsei University Press, 2016. — 326 p. — ASIN B01B8FMM42. How does one approach Marketing in Asia, the fastest growing economic region in the world? That is the key question that is answered in “Mastering Noon Nopi: The Art & Science of Marketing in Asia.” Noon Nopi, a word from Korean, means “Eye Level” but the author uses it more broadly to signify the essence of Marketing....
2nd Edition. - Self-published (ebook), 2014 - 143 p. Data driven marketing concept is an evolution of marketing discipline occurring in response to the ongoing development of information technologies and their penetration into the daily life. Growth of data on consumer behavior, and the ability to link it to particular consumers led to the possibility of market segmentation to...
Wiley, 2013. — 360 p. — ISBN: 1119967910, 9781119967910. As commodity markets have continued their expansion an extensive and complex financial industry has developed to service them. This industry includes hundreds of participating firms, including asset managers, brokers, consultants, verification agencies and a myriad of other institutions. Universities and other training...
Wiley, 2011. — 327 p. — ISBN: 1118034716. Simple, powerful marketing strategies every business can afford to implementThere's never been a better time to be a marketer or entrepreneur than right now. Thanks to the Internet, a new world of free and inexpensive tactics can help get the word out to the prospects of any business with a limited marketing budget. Free Marketing...
Wiley, 2011. — 327 p. — ISBN: 1118034716. Simple, powerful marketing strategies every business can afford to implementThere's never been a better time to be a marketer or entrepreneur than right now. Thanks to the Internet, a new world of free and inexpensive tactics can help get the word out to the prospects of any business with a limited marketing budget. Free Marketing...
ClydeBank Finance, 2016. — 122 p. — ISBN: 1945051442. Savvy shoppers use coupons to save thousands on their grocery bills every year. The key is knowing how, when, and where to find the best deals. This QuickStart guide from ClydeBank Media will help you understand and navigate every major couponing frontier, from the Sunday paper to social media. You’ll learn how to organize...
ClydeBank Finance, 2016. — 122 p. — ISBN: 1945051442. Savvy shoppers use coupons to save thousands on their grocery bills every year. The key is knowing how, when, and where to find the best deals. This QuickStart guide from ClydeBank Media will help you understand and navigate every major couponing frontier, from the Sunday paper to social media. You’ll learn how to organize...
Oxford University Press, USA», 2008. - 625 p. This dictionary of marketing terms focuses on key concepts, grouped into four categories: concepts, laws, theories, and effects. Containing over 500 entries, ranging in length and depth, the book will be the ideal reference guide for practitioners, MBA students, and those taking professional marketing qualifications. Example entries...
Wiley, 2015. — 252 p. — ISBN: 9781119043126 (hbk), 9781119043355 (ebk), 9781119043362 (ebk) A "how-to" guide to boosting sales through predictive and prescriptive analytics Data Driven is a uniquely practical guide to increasing sales success, using the power of data analytics. Written by one of the world's leading authorities on the topic, this book shows you how to transform...
CRC Press, 2017. — 227 p. — ISBN: 978-1-138-71356-7. As innovation moves from the lab to the market, a new research phase begins for the entrepreneur: the market research phase. Inspired by a new technology that can change the world, critical questions need to be addressed. Is there a market for my innovation? Who are my clients? What do they need? Is my innovation filling that...
FT Press, 2012. — 224 p. — ISBN: 0137079303, 9780137079308 For generations, technical market analysts have relied on the Wyckoff method for understanding price/volume interactions–a breakthrough technique created by Richard D. Wyckoff, one of the most influential traders in stock market history. More recently, many technical analysts have also applied the Lowry Analysis, an...
Que Publishing – 2012, 224 p. ISBN: 0789749173, 9780789749178 Drive more value from all your marketing and communications channels-together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR...
Wiley, 2008. — 362 p. — ISBN: 0470389753, 9780470389751, 9780470460726 Want to improve your market timing so you can send your investment returns soaring? Market Timing For Dummies takes the guesswork out of developing a trading strategy and provides all of the tools you need to forecast, prepare for, and take advantage of market trends and changes. This authoritative guide is...
Wharton School Publishing – 2009, 368 p. ISBN: 0273722034, 9780273722038 Key Marketing Metrics is your definitive guide to the most powerful metrics you can use to measure your marketing success. It covers everything you need to know about over 50 of the most important metrics and will help you make the most out of your marketing money." "You'll learn the practical basics of...
McGraw-Hill, 2010. – 464 p. – 2nd ed. – ISBN: 0071740635, 9780071740630 Bigger, Badder, Better! Attack of the Killer Marketing Tactics! A few years back, marketing super-guru Tom Feltenstein in rewrote the book on high-impact marketing that works. Fast-forward to today and new technologies, more sophisticated consumers/competitors, and a whole new media landscape have changed...
Wiley, 2016. — 368 p. — ISBN: 978-1119157434. Your ticket to generating better results through infographics Visual Content Marketing is a more than just a guide to infographics. Written for business people dealing with complex offerings, this is a hands-on, in-the-trenches guide to leveraging this emerging medium to reach bottomline business goals. Uniquely, this book addresses...
Wiley, 2016. — 368 p. — ISBN: 978-1119157434. Your ticket to generating better results through infographics Visual Content Marketing is a more than just a guide to infographics. Written for business people dealing with complex offerings, this is a hands-on, in-the-trenches guide to leveraging this emerging medium to reach bottomline business goals. Uniquely, this book addresses...
John Wiley & Sons, Inc. Indianapolis, USA. 2014. Third Edition. 696 p. Includes Glossary. ISBN: 978-1-118-81956-2, ISBN: 978-1-118-81964-7 (ebk), ISBN: 978-1-118-92955-1 (ebk). This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The book provides insight...
Portfolio, 2018. — 288 p. Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.
John Wiley & Sons, 2008. — 304 p. We are currently eating, sleeping and breathing a new found religion of everything green . At the very heart of responsibility is industry and commerce, with everyone now racing to create their environmental business strategy. In line with this awareness, there is much discussion about the green marketing opportunity as a means of jumping on...
John Wiley & Sons, Inc., 2009. — 255 p. — ISBN: 978-0-470-49931-3. Foreword by David Meerman Scott Inbound Marketing Shopping Has Changed...Has Your Marketing? Who Moved My Customers? Inbound in Action: Barack Obama for President Is Your Web Site a Marketing Hub? Megaphone Versus Hub It’s Not What You Say — It’s What Others Say About You Does Your Web Site Have a Pulse? Your...
World Scientific Publishing, 2018. — 652 p. — ISBN: 978-981-3229-79-2. This book summarizes four decades of marketing science research by Professor Hanssens and coauthors. The book focuses on the topic of inferring long-term marketing impact on business performance from real-world data. It presents time-series analytic methods to measure the short- and long-term effects of...
New York, Portfolio, 2012. – 259 p. – ISBN: 9781591845539 You’ve seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don’t know is that someone is responsible for all this. Usually, someone like me....
Wiley, 2014. — 262 p. — ISBN: 9781118900802. What is a typical consumer doing right now? There’s a decent chance that the answer involves at least one screen. She might be browsing her favorite shopping sites on her tablet, group chatting with friends on her smartphone, or watching the morning weather report on TV. Throw in a handful of apps running in the background, and the...
Wiley, 2014. — 262 p. — ISBN: 9781118900802. What is a typical consumer doing right now? There’s a decent chance that the answer involves at least one screen. She might be browsing her favorite shopping sites on her tablet, group chatting with friends on her smartphone, or watching the morning weather report on TV. Throw in a handful of apps running in the background, and the...
McGraw-Hill Professional, 2008. — 384 p. For many business people, the highly touted database marketing initiatives of the past decade have revitalized marketing programs and even entire firms. For others, however, they have brought little more than wrong turns and false hopes. Why were some initiatives so effective, while others were so, so wrong? In The Customer Loyalty...
John Wiley & Sons, 2001. — 448 p., ISBN: 0-471-35399-X "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories...
Dave Jacobs, 2016. — 164 p. Is the term “marketing analytics” unclear to you? Do you want to discover methodologies that will help maximize your marketing efforts? Are you familiar with marketing analytics methodologies but don’t know R, Python, or SQL? If so, then this book is for you. This book will help you to go from zero knowledge of any of these three languages to having...
John Wiley and Sons –2010, 322 p. ISBN: 0470504543, 9780470504543 How organizations can deliver significant performance gains through strategic investment in marketing. With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time. In the new era of tight marketing budgets, no...
McGraw-Hill, 2008. - 690 p. ISBN: 0073381012, Fifth Edition Johansson’s Global Marketing, 5/e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. In foreign entry, in...
Palgrave Macmillan, 2015. — 225 p. — ISBN10: 1137462922;ISBN13: 978-1137462923 Adapt or die is really the 21st century mantra for business. Authors Norm Johnston provides guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters.
Routledge, 2016. — 500 p. "The Routledge Companion to Marketing History" is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of...
World Scientific Publishing, 2018. — 252 p. — ISBN: 9813234709. Marketing Manipulation deals with the tactics and strategies used by marketers that prey on human cognitive, social and memory based biases ultimately influencing consumer behavior in their favor. Kamins focuses on examples from academic research where consumers have been found to be susceptible to bias and...
Ilya Katsov, 2017. — 506 p. Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine...
Wiley, 2009. — 376 p. — ISBN: 0470770880, 9780470770887 Achieving market consistency can be challenging, even for the most established finance practitioners. In Market Consistency: Model Calibration in Imperfect Markets, leading expert Malcolm Kemp shows readers how they can best incorporate market consistency across all disciplines. Building on the author's experience as a...
Entrepreneur Press, 2018. — 231 p. Dan S. Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing masterplan delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history...
Entrepreneur Press, 2018. — 231 p. Dan S. Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing masterplan delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history...
3rd edition. — Kogan Page Limited, 2022. — 417 p. — ISBN: 978 1 3986 0599 2. Digital Marketing Strategy is a global bestseller and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing, and how to use...
2nd edition. — Routledge, 2011. — 406 p. — ISBN: 1856177947. Over 44 million Hispanics live in the U.S., representing a $932 billion economy and this Hispanic buying power exceeded that of African Americans in 2008. Corporations must recognize and incorporate Hispanic cultural values into their products, services, and communications. But what's the best method? What works? What...
Routledge, 2017. - 506 p. - ISBN: 978-1138917798 3rd. Edition Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication...
Amazon, 2019. — 132 p. — ASIN B07RXL7NQC. Does any of this sound familiar to you? You sit down every week staring at that blinking cursor wondering what to send your email list, and then a week becomes two or more, and you can’t remember when the last time you emailed them was. You have an opt-in incentive or lead magnet that’s pretty much doing nothing for you or your...
Wiley, 2017. — 207 p. — ISBN: 978-1-119-34120-8. This book is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand...
Wiley, 2021. In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to...
John Wiley & Sons, Inc., 2016. — 208 p. — ISBN: 978-1-119-34114-7. Marketing has changed forever — this is what comes next. Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape...
Springer, 2019. — 269 p. Modern marketing managers need intuitive and effective tools not just for designing strategies but also for general management. This hands-on book introduces a range of contemporary management and marketing tools and concepts with a focus on forecasting, creating stimulating processes, and implementation. Topics addressed range from creating a clear...
Portfolio Hardcover, 2009. – 288 p. – ISBN: 1591843057, 9781591843054 A great marketing plan identifies where an organization is, where it wants to be, and how it will get there. Most companies think they already have such a plan-but often they really have only a budget, a sales goal, or an excuse. What's the solution? According to Paul Kurnit and Steve Lance, it's not about...
South-Western College Pub – 2009, 819 p. ISBN: 032458203X, 9780324582031 Over the years, Boone and Kurtz's Contemporary Marketing has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new...
Entrepreneur Press, 2014. — 304 p. — ISBN: 1599185318. Updated with fresh examples, the latest techniques and trends, new success stories, and fresh, practical marketing habits for today’s aspiring guerrillas, this new edition provides marketers with the latest guerrilla marketing tools and tactics. In just 30 chapters and 30 days, famous marketers Jay Conrad Levinson and Al...
Vook, 2011. — 86 p. The Zero Moment of Truth (ZMOT) influences which brands make the shopping list, where shoppers choose to buy and with whom they share the results. It’s up to us to join the conversation at this new moment where decisions are being made, and to provide the information that shoppers naturally crave, in all the ways that they crave it. This book about this. It...
Kogan Page, 2018. — 324 p. — ISBN: 978-0749479930. Predictive analytics has revolutionized marketing practice. It involves using many techniques from data mining, statistics, modeling, machine learning and artificial intelligence, to analyze current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour...
Houghton Mifflin Company, 1994. - 396 p. This book is great. It's easy enough to follow for the complete layman but inciteful enough for the experienced entrepreneur. I would recomend this book to anyone with a business of their own or just a passion for sales and marketing.
Entrepreneur Media, Inc., 2011. - 464 p. - ISBN: 1599184222 Reconnecting with such authors as Seth Godin from Guerrilla Marketing Handbook, The Father of Guerrilla Marketing, Jay Conrad Levinson, and co-author Jeannie Levinson, present fans and new guerrillas with the first book to deliver the best of Guerrilla Marketing — a combination of the latest secrets, strategies,...
DecisionPro, 2017. — 329 p. We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly,...
Wiley, 2001. - 288 p. The first and only guide to a subject of vital interest to every entrepreneur. Written by an author team that brings together the expertise of two leading Wharton academics and an entrepreneurial superstar, Entrepreneurial Marketing arms entrepreneurs with cutting-edge marketing approaches-including the latest Web-based segmentation and positioning...
Wiley – 2011, 363 p. ISBN: 0470878932, 9780470878934 A comprehensive explanation of emerging markets In this global economy, it is important to understand the power that other countries possess, and how they can affect the global market and your investment portfolio. Emerging markets represent about 75% of the world's land mass and, with population growth that is 5 times faster...
CreateSpace Independent Publishing Platform, 2016. — 222 p. — ISBN: 978-1534672956. Ever wanted to get your business featured in publications like Forbes, National newspaper websites, magazines and trade journals? Perhaps you’ve noticed the rise of blogging and wondered how your business can tap into this ready-made network of highly influential people to boost your credibility...
Authors: Robert R. Dunne, Michael J. Mard, Edi Osborne, James S. Rigby, Jr. — John Wiley & Sons, Inc. 2004. — 207 p. — ISBN: 0-471-64855-8 (cloth) This book is about value metrics within strategy execution. In today’s knowledge-based economy, senior executives are faced with the challenge of optimizing their investment in systems and human capital to help their business:...
Wiley, 2008. — 384 p. — ISBN: 9780470289679. Want to reach consumers in innovative ways? This savvy, hands-on guide arms you with guerrilla tactics and trade secrets for marketing your products or services like never before. From re-imagining existing marketing platforms to mastering trailblazing methods, you'll create a cost-effective game plan for getting your customers'...
2nd ed. — KoganPage, 2014. — 328 p. — ISBN: 9780749468972, ISBN: 9780749468989 It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically contributes to shareholder value, but also provides a framework for developing and implementing marketing strategies that are measurable and accountable. Building on...
Twelve, 2018. — 256 p. Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee - STORYNOMICS translates the lessons of storytelling in business into economic and leadership success. Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the...
Twelve, 2018. — 256 p. Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee - STORYNOMICS translates the lessons of storytelling in business into economic and leadership success. Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the...
5th Ed. — John Wiley & Sons, Ltd., 2017. — 409 p. — (For Dummies). — ISBN10: 1119365570, 13 978-1119365570. Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from...
Springer Fachmedien, 2019. — 992 p. Dieses bewährte Standardwerk liefert Studierenden im Bachelor- und Masterprogramm sowie Praktikern umfassende Grundlagen des Marketingmanagements und widmet sich eingehend allen neuen Entwicklungen der marktorientierten Unternehmensführung. In der 13. Auflage wurden alle Kapitel überarbeitet. Insbesondere wurden neue Entwicklungen im...
Course Technology, Cengage Learning, 2009. – 464 p. – ISBN: 9781423903192, 1-423-90319-6 Principles of Internet Marketing: New Tools and Methods for Web Developers will help you understand the why behind the how of Web site development. Th is book will help you see sites not from the developer’s perspective, but rather from the marketer’s point of view. It will teach you about...
Dorling Kindersley, 2001 ISBN: 9780751312133 eBook ISBN: 9780756662592 Learn all you need to know to improve your marketing skills, from researching and analyzing customers' buying habits to creating and managing a strong brand. Marketing Effectively not only shows you how to maximize market share by keeping up with trends, improving your competitiveness, exploiting new...
Publisher Mike Ncube, 2015. - 160 p. - ASIN: B018CSOC7I. Get up to speed on the latest digital marketing tips, tricks, tactics and strategies with 400+ essential digital marketing tips, a resource for business owners and marketers that are looking to sharpen their digital skills and promote their businesses through channels like social media, pay per click advertising, organic...
South-Western College/West – 2010, 448 p., 2nd edition ISBN: 1439079242, 9781439079249 Experienced marketing managers know that the law affects marketing activities in a variety of ways. Lynda Oswald's The Law of Marketing traces a product's life cycle - from development to distribution to promotion to sale - and addresses the particular marketing principles and legal issues...
Wiley, 2017. — 362 p. — ISBN: 978-1-119-36904-2. Millennials make up the largest and most valuable market of consumers in the United States — but until you understand how to successfully market to them, you may as well kiss their colossal spending power away! Packed with powerful data, research, and case studies across a variety of industries, Marketing to Millennials For...
Wiley, 2011. — 272 p. In an online and social media world, measurement is the key to success If you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results. Measure What Matters explains simple, step-by-step procedures for measuring customers, social media...
Elsevier, 2009. – 232 p. – ISBN: 0750687398, 9780750687393 An exciting new book that covers all the latest buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more. Importantly, Contemporary Issues in Marketing and Consumer Behaviour makes clear links between theory and...
13th edition. McGraw-Hill/Irwin, 1999. Chapters 1-4 Covered topics: The Role of Marketing in the Global Economy Marketing’s Role within the Firm or Nonprofit Organization Focusing Marketing Strategy with Segmentation and Positioning Evaluating Opportunities in the Changing Marketing Environment + Includes many examples, exsibits, tables, illustrations and conclusions. Would be...
14th edition — McGraw-Hill, Erwin, 2002. — 848 p. Language: English. A great Marketing Basics text book. Embodying the continuous improvement and constant innovation of the market's most talented-and most driven-author,Bill Perreault,this latest edition of the marketing classic takes on the virtual corporation of the late '90s and beyond,addresses relationship marketing...
6th edition. — NOLO: Berkeley, 2008. — 408 p. Marketing Without Advertising has been updated to provide a new generation of entrepreneurs with the essential philosophical underpinnings for the development of a successful, low-cost marketing plan not based on advertising. But this isn’t just a book about business philosophy. It is full of specific suggestions about how to put...
Plunkett Research Ltd, 2017. — 490 p. — ISBN: 978-1628314342. Vital to businesses of all types, the fields of advertising, marketing and branding are covered in-depth in this important volume, from advertising on radio and television to direct mail, from online advertising to branding, public relations and paid search inclusion. Analysis includes trends, globalization,...
Apress, 2015. — 168 p. — ISBN: 9781484202609. Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is...
New Age International, 2009. - 424 p. This book introduces new concepts and approaches in managing competition and strategies for leading ahead in business. Discussions in this book are focused on contemporary business strategies and present synthesis on competitor analysis, marketing-mix strategies, brand management, marketing research, sales management and innovative...
McGraw-Hill, 2005. — 216 p. The book propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, two decades later, this Annotated Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout. New content includes in-depth analyses of some of the biggest marketing successes and blunders of the...
The law of leadership. The law of category. The law of the mind. The law of perception. The law of focus. The law of exclusivity. The law of the ladder. The law of duality. The law of the opposite. The law of division. The law of perspective. The law of line extension. The law of sacrifice. The law of attributes. The law of candor. The law of singularity. The law of...
Wiley, 2006. — 244 p. — ISBN13: 978-0-470-03272-5; ISBN10: 0-470-03272-3. You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between...
New Riders Press – 2012, 384 p., 2nd edition ISBN: 032181536X, 9780321815361 Smartphones, eBook readers, and tablet computers like the Apple iPad have forever changed the way people access and interact with content. Your customers expect the content you provide them to be adaptive -responding to the device, their location, their situation, and their personalized needs. Authors...
Wiley, 2009. – 208 p. – ISBN: 047016493X, 9780470164938 Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that...
Wiley, 2014. — 384 p. — ISBN: 978-1118816172. The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies for inbound and outbound marketing tactics that will generate leads in today's market. You'll learn...
2nd ed. — Kogan Page, 2017. — 272 p. — ISBN: 978-0749479794. Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an innovative and...
2nd Edition. — Kogan Page, 2017. — 272 p. — ISBN: 978-0749479794. Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an...
2nd Edition. — Kogan Page, 2017. — 272 p. — ISBN: 978-0749479794. Mobile Marketing is a clear, practical guide to harnessing the mobile consumer and tackling the rising challenges of divided user attention across multiple screens at the same time. It demystifies the vast spectrum of tools and techniques now available and explains how to optimize these dynamics into an...
Praeger An Imprint of ABC-CLIO, LLC, 2015. - 194 p. - ISBN: 1440838380 This compelling book shows companies new methods of marketing communication that will break through the noise created by the competition and allow them to differentiate their offerings and their brands. * Thoroughly explains the compelling advantages of Street Marketing(TM), including low cost, high impact,...
Wiley, 2007. – 336 p. – ISBN: 0470019107, 9780470019108 In Commodity Derivatives: Markets and Applications, Neil Schofield provides a complete and accessible reference for anyone working in, or studying commodity markets and their associated derivatives. Dealing primarily with over the counter structures, the book provides extensive coverage of both hard and soft commodities,...
Hoboken: John Wiley & Sons, 2011. – 64 p. – ISBN: 978-1-118-25231-4 (EPUB). The rules have changed. The traditional PR model — sticking closely to a preset script and campaign timeline — no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted...
2nd Edition. — John Wiley & Sons, Inc., 2010. — 291 p. — ISBN: 978-0-470-54781-6. For marketers, "The New Rules of Marketing and PR" shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide...
Wiley, 2017. — 448 p. — ISBN13: 978-1119362418. . When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.' The New Rules of Marketing & PR is an international bestseller with more than 375,000...
Wiley, 2013. — 312 p. — ISBN13: 9781118615843. Embrace data and use it to sell and market your products. Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products.Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns,...
Trump University, NJ, USA. — J. Wiley & Sons, Inc., 2006. — 338 p. How to build a powerful marketing strategy Trump on marketing What is marketing? Building a marketing strategy Understanding your customers Measuring and managing your perceived value Understanding your competitors Understanding your organization's capabilities Understanding your overall competitive environment...
CreateSpace Independent Publishing, 2014. — 148 p. — ISBN: 9781502510983. Everyone with a smartphone is familiar with the term "selfie," but most people never thought of using their smartphone as a powerful visual marketing tool. With this simple step-by-step guide, you'll learn how to captivate your audience with smartphone photography and never miss an opportunity to market...
CreateSpace Independent Publishing, 2014. — 148 p. — ISBN: 9781502510983. Everyone with a smartphone is familiar with the term "selfie," but most people never thought of using their smartphone as a powerful visual marketing tool. With this simple step-by-step guide, you'll learn how to captivate your audience with smartphone photography and never miss an opportunity to market...
9th Edition. — Pearson, 2017. — 570 p. — ISBN: 978-0134640112. Real people making real choices. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows readers how marketing concepts are...
Pearson Education, Inc., New Jersey, USA, 2012. — 622 p. — 7th Edition ISBN10: 013217684X ISBN13: 978-0132176842 Real people, real choices–give students a real feel for marketing. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly...
Kogan Page – 2010, 240 p. ISBN: 0749457023, 9780749457020 New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. According to a study by Deloitte, spending on shopper marketing has...
Published by Mark Stevens, 2014. - 262 p. - ISBN: 1496140672. Marketing is always the primary force - the catalyst, the driver, the tsunami - for propelling the growth of a business. The problem is, the art and science of marketing is often poorly designed and terribly executed to the point that it just plain sucks. It fails to achieve the only legitimate goal for marketing: to...
7th Edition. – Pearson Education, 2014. – 498 p. – ISBN: 0132953447. Directed primarily toward students taking a course on Marketing in the Internet, this text also teaches professional marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today's Internet- and social media-driven marketing environment. With a focus on the...
2nd Edition. — Wiley, 2008. — 272 p. A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to...
McGraw-Hill Education, 2009. — 224 p. Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind — a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode. Repositioning shows you...
Wiley, 2008. — 208 p. This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate...
SAGE Publications Ltd, 2019, 496 p., ISBN: 1529734819 Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and it combines quality examples, assessments, and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing...
4th Edition. SAGE Publications Ltd, 2020, 488 p., ISBN10: 1529731984 *Winner of the TAA 2017 Textbook Excellence Award** "Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users." TAA...
Wiley, 2016. — 384 p. Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data...
Apress, 2015. — 193 p. — ISBN: 978-1-4842-1068-0. Discover what it takes to develop products that blow your users away — and take market share from your competitors. This book will explain how the principles behind agile product development help designers, developers, architects, and product managers create awesome products; and how to look beyond a shiny user interface to...
Springer, 2017. — 187 p. — ISBN: 3319477358, 9783319477350. This book provides an in-depth analysis of the older-tourist market, and of the challenges and opportunities created by population ageing from a tourism marketing perspective, by combining a demand-side and a supply-side approach to older tourists. The book is divided into three parts, the first of which defines older...
IGI Global, 2018. — 322 p. — (Advances in Marketing, Customer Relationship). — ISBN10: 152253220X, 13 978-1522532200. Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns. Exploring the Rise of Fandom in...
Business Expert Press, 2014. — 220 p. — (Marketing Strategy Collection). — ISBN: 978-1606496060. With the cost of introducing new technology products growing higher and higher, and the risks of failure becoming more severe, vendors, venture capitalists and entrepreneurs are realizing the need for creative and highly effective marketing more and more. Yet, they are often not...
5th Edition. — Debra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts. — Cengage Learning, 2024. — 576 p. — ISBN: 978-0-357-72073-8. Digital Marketing Foundations and StrategyZahay/Labrecque/Reavey/Roberts’ Digital Marketing Foundations and Strategy, 5th Edition provides students with a comprehensive understanding of digital marketing. Using strategy concepts as its...
Oxford University Press, 2011. — 376 p. — ISBN13: 9780199576746; ISBN: 0199576742. The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little understood inner workings of the...
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