Marketing
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...
On today’s demanding advertising scene, grabbing and keeping consumers’ attention, or loyalty, is key to ensuring a brand’s success. In Game-Based Marketing, Gabe Zichermann and Joselin Linder show...
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...
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...
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...
In today's Consumer Society, Gerald Zaltman quotes Peter Drucker that a company's competitive advantage will come from its ability to capture and apply the insights from...
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...
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 "...
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,...
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...
