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1971 rok - 2024 rok

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0,00 zł - 20 627,00 zł

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2 dni - 30 dni

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Sprzedaż i marketing

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    • Jest 78 produktów.

    Brand Bubble

    Brand Bubble

    Autor: Edward Lebar
    John Gerzema
    P Stringham
    Data wydania: 2008
    How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they
    99,75 zł
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    Branding Unbound

    Branding Unbound

    Autor: Rick Mathieson
    Data wydania: 2005
    Camera phones, car GPS locators, EZ-pass, and similar advances are the height of convinience, but the technologies behind them are also powerful tools for major cutting-edge marketing.
    83,00 zł
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    Brand Strength

    Brand Strength

    Autor: Martin Walser
    Data wydania: 2004
    Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand strength is to be measured, however, has stirred a hefty discussion in literature. With his research work presented in this book, Martin Walser has made a very interesting contribution to this discussion. Based on a description of the history of branding and the functions of brands in
    15,00 zł
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    Brandchild

    Brandchild

    Autor: Martin Lindstrom
    Patricia Seybold
    Data wydania: 2004
    Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
    121,00 zł
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    Breaking Through

    Breaking Through

    Autor: Sandra Vandermerwe
    Data wydania: 2004
    In this book the author brings together distinctive and cutting edge work based upon her own research and work with leading companies in the overlapping areas of strategy, marketing and innovation to provide a new and dynamic model to implement customer focus in enterprizes. In an environment of falling margins the model shows how to increase value to customers and improve business results.
    132,30 zł
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    Cambridge Marketing...

    Cambridge Marketing Handbook: Philosophy

    Autor: Cambridge Marketing College
    Charles Nixon
    Data wydania: 2013
    This handbook sets the scene for marketers while asking some uncomfortable questions and raising some challenging issues. Do we need marketing at all and why do we get it wrong? Putting marketing in context with other functions for those who are new to the discipline, it begins to establish a Modus Operandi. For many, the operation of marketing comes with considerable military baggage, and this book offers some alternative frameworks. It finally considers the six spheres of marketing understanding and sets out a Periodic Table of Elements for Marketing. Written part as a guide and part as philosophy, it challenges the reader to think for themselves. Issues covered include: the state of the marketing profession and how we got here; is there a need for marketing?; the
    68,80 zł
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    CIM Coursebook Introductory...

    CIM Coursebook Introductory Certificate in Marketing

    Autor: David Harris
    Neil Botten
    Data wydania: 2008
    Suitable for the Marketing Planning module, this work contains past examination papers and examiners' reports to help you to practise what has been learned and help prepare for the exam.
    114,45 zł
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    Consumer Behavior: Buying,...

    Consumer Behavior: Buying, Having, and Being, Global Edition

    Autor: Michael Solomon
    Data wydania: 2017
    For courses in Consumer Behaviour. Beyond Consumer Behavior: How Buying Habits Shape Identity Solomon’s Consumer Behavior: Buying, Having, and Being deepens the study of consumer behaviour into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 12th Edition, Solomon has revised and updated the content to reflect major marketing trends and changes that impact the study of consumer behaviour. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. The updated text is rich with
    359,00 zł
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    Breakout Strategies for...

    Breakout Strategies for Emerging Markets

    Autor: Jagdish Sheth
    Mona Sinha
    Reshma Shah
    Data wydania: 2016
    Real strategies, tactics & solutions for succeeding in emerging markets nowAttract non-consumers and upscale current customersReflect local culture, tradition, and preferences across your businessMake your products easier to find, buy, and useStrengthen your brand and deliver on your brand promisesEngage and serve all your stakeholdersBuild a sustainable, profitable businessHow big is your emerging market opportunity? Potential annual consumption will hit $30 trillion by 2025, with $10 trillion in India and China alone. Emerging economies are transforming markets worldwide–attracting multinationals, strengthening domestic firms, and launching local brands onto the global stage. Best of all, there are now proven best practices for succeeding in these markets.
    204,00 zł
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    Category Creation

    Category Creation

    Autor: Anthony Kennada
    Data wydania: 2019
    Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands"The Uber of this""The Salesforce of that""It's like Instagram, but for..."There is no such thing as an original idea anymore - right? Actually, it turns out that the world's most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing.Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not
    135,87 zł
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    Contemporary Advertising

    Contemporary Advertising

    Autor: William Arens
    Data wydania: 2005
    "Contemporary Advertising, 10/e" is one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
    198,45 zł
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    Customer Management Scorecard

    Customer Management Scorecard

    Autor: Bryan Foss
    Merlin Stone
    Neil Woodcock
    Data wydania: 2002
    This volume documents the results of global research on customer management (CM) funded by QCi, IBM and OgilvyOne. It is based on the diagnostic tool developed by QCi, the Customer Management Assessment Tool (CMAT), which is recognized as the global CRM scorecard and benchmark "best practice" standard for assessing how well organizations manage their customers. Drawing on the results of research using CMAT in over 300 leading companies around the world and across a wide variety of sectors, the authors present their findings. The detailed cases illustrate the gains to be made from managing customers well and include: BP; Barclaycard; BskyB; Hyundai; Mobil; Prudential; Smithkline Beecham; John Lewis; NatWest Bank; and Rolls Royce. The accompanying free CD-ROM
    268,00 zł
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    Customer Service Skills for...

    Customer Service Skills for Success

    Autor: Robert Lucas
    Data wydania: 2009
    Customer Service, 4/e by Lucas features how-to topics for the customer service professional. It covers the concepts and skills needed for success in business careers, including listening techniques, verbal and nonverbal communication, and use of technology. Emphasis is given to dealing with customer service problems and how to handle conflicts and stress. Insights and tips are also provided for customer service supervisory personnel.
    135,45 zł
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    Cutlip and Center's...

    Cutlip and Center's Effective Public Relations

    Autor: Bey-Ling Sha
    Glen Broom
    Data wydania: 2012
    For courses in Introductory Public Relations. Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market. Title includes the names of Cutlip and Center in honor of their contribution to the field. Beginning with the first edition in 1952, Effective Public Relations (EPR) has introduced the theory and principles of public relations, schooled its practitioners, and served as a reference for those in the calling worldwide. Scott M. Cutlip and Allen H. Center created the book that made public relations education an academic area of study on university and college campuses, and gave the practice a foundation of knowledge and principles. Many of their ideas and ambitions in the early editions still serve
    316,00 zł
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    Direct and Digital...

    Direct and Digital Marketing in Practice

    Autor: Brian Thomas
    Matthew Housden
    Data wydania: 2011
    Direct and Digital Marketing in Practice is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct marketers. Fully updated for this new edition to reflect the impact of the Internet on marketing this book is the only comprehensive textbook written entirely by currently practising professionals. Featuring a chapter by Derek Holden, Founder and Managing Director of the Institute of Direct Marketing, Direct and Digital Marketing in Practice covers vital issues such as: the new marketing landscape; gaining customer insight; integrating traditional and digital media; and campaign planning and budgeting.
    173,25 zł
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    Essentials of Contemporary...

    Essentials of Contemporary Advertising

    Autor: David Schaefer
    William Arens
    Data wydania: 2008
    Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
    183,75 zł
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    Fast & Efficient...

    Fast & Efficient Context-Aware Services

    Autor: Alex Galis
    Alex Galis
    Arto Tapani Juhola
    Arto Tapani Juhola
    Danny Raz
    Danny Raz
    Joan Serrat-Fernandez
    Joan Serrat-Fernandez
    Data wydania: 2006
    Fast and Efficient Context-Aware Services gives a thorough explanation of the state-of-the-art in Context-Aware-Services (CAS). The authors describe all major terms and components of CAS, defining context and discussing the requirements of context-aware applications and their use in 3rd generation services.
    264,60 zł
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    Framework for Marketing...

    Framework for Marketing Management

    Autor: Greg Jenkins
    Kevin Lane Keller
    Philip Kotler
    Data wydania: 2006
    For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. Framework for Marketing Management provides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.
    377,64 zł
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    From Idea to Profit

    From Idea to Profit

    Autor: Adam Jolly
    Data wydania: 2005
    The literature of innovation is full of calls to become more creative and inspiring: but it has less to say on the reality of turning theory into practice and ideas into profit. Real breakthroughs depend on finding profitable applications for new ideas. The beneficiaries of countless innovations are often not the original inventors, but those who are better able to exploit potential. This book is designed to help innovators capture the full value of their creativity. It combines the experience of innovative companies with the expertise of academics and advisors, bringing together the best of current thinking and practice in innovation, strategy, marketing, design, intellectual property and finance.
    89,25 zł
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    Global Marketing 3e

    Global Marketing 3e

    Autor: Johny Johansson
    Data wydania: 2002
    "Global Marketing 3rd Edition" 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. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets, and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author's rich international experience help students
    226,00 zł
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    Global Marketing 7th ed

    Global Marketing 7th ed

    Autor: Svend Hollensen
    Data wydania: 2016
    "All good marketing is local. Global companies know this and are going "glocal".There is also a trend towards the â€?Internet of Everything’, which revolutionizes the whole marketing discipline. Svend Hollensen has captured all the latest trends very well with the new cases in his seventh edition of Global Marketing." Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University   In this era of increased globalisation, if there’s one textbook that today’s students and tomorrow’s marketers need to read, it’s Svend Hollensen’s world renowned text. For over fifteen years Global Marketing has been the definitive, truly international guide to marketing. During
    268,00 zł
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