Marketing

Marketing

 
The End Of Advertising As We Know It Zyman, Sergio | Brott, Armin John Wiley & Sons, Inc , 2002 Marketing

The best-selling author of The End Of Marketing As We Know It again gives us this no holds bar hard hitting battle advice for designing truly effective...

 
 
Delivering Quality Service Zeithaml, Valerie A. | Parasuraman, A. | Berry, Leonard L. The Free Press , 1990 Customer Focus, Marketing

From focus-group findings, common patterns offer valuable insights about how customers define and evaluate service quality. As perceived by customers, service quality can be defined as "the extent of discrepancy...

 
 
Lightning Strategies for Innovation Zangwill, Willard I. Lexington Books , 1992 Innovation, Marketing

Willard Zangwill’s most valuable contribution to the study of innovation is that he demonstrates clearly that innovation is not something that just happens but is a conscious process governed by planning. He does an...

 
 
Share This! Zandt, Deanna Berrett-Koehler Publishers , 2010 Marketing, Technology

In Share This!, Deanna Zandt discusses how social networks allow individuals to share their stories with a large number of people at a time by observing what others are posting over time. When...

Audio summary available
 
 
What Great Brands Do Yohn, Denise Lee Jossey-Bass , 2014 Marketing

In What Great Brands Do, Denise Lee Yohn offers an in-depth look at the construction of great brands and the innovative “brand-as-business” strategy that has facilitated their success. As most leaders...

Audio summary available
 
 
Paid Attention Yakob, Faris Kogan Page Limited , 2015 Marketing

In Paid Attention, Faris Yakob relates how the age of digital media has completely rewritten the rules of advertising. Media-transmitted messages are no longer the sole purview of advertising agencies...

Audio summary available
 
 
Content Is Currency Wuebben, Jon Nicholas Brealey Publishing , 2011 Marketing

Content Is Currency can help businesses take maximum advantage of the new possibilities created by the Internet, smart phones, and other digital tools and media. Author Jon Wuebben surveys the many...

Audio summary available
 
 
Confessions of a PR Man Wood, Robert J. | Gunther, Max New American Library , 1989 Business Biographies, Marketing

Wood recounts his first foray into major PR activity when he was in the U.S. Air Force in 1945. The story shows why he became interested in PR and illustrates three important characteristics of the profession: 1) the "...

 
 
Ageless Marketing Wolfe, David B. | Snyder, Robert E. Dearborn Trade Publishing , 2003 Customer Focus, Marketing

In the 1960s, an age-based "get-them-young-before-some-other-brand-gets-them" marketing mantra emerged in answer to the suddenly large and growing young adult consumer market. According to Wolfe and Snyder, however,...

 
 
Flipped Winsor, John B2 Books , 2010 Customer Focus, Marketing

In Flipped, John Winsor describes how companies can use bottom-up marketing strategies to co-create new products and services with their customers. With the advent of Facebook, Twitter, and other...

Audio summary available
 
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