Marketing
Marketing
In today’s global market, rapidly changing competitive conditions are a way of life for companies. One way that businesses can win in this environment is through brand relevance. In Brand Relevance...
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...
In Inside the Mind of the Shopper, Herb Sorenson challenges retailers’ prevailing assumptions about shoppers’ needs, wants, and behaviors. His findings from decades of in-store research indicate that...
In Brains on Fire, Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones relate how their marketing agency has de-emphasized the use of campaigns and instead fosters the growth of word-of-mouth...
The conventional methods of marketing consist of basic messages and advertising techniques created by a few people and directed toward a large market through channels that distribute the same message, at the same time...
Market research in the form of consumer focus groups, polls, and surveys has long been the normal and accepted manner for testing new products, services, and communications materials. In Consumer.ology...
In a challenging economy of high competition and frequent budget cuts, email marketing is an attractive, low cost solution to driving a successful marketing campaign, yet the greatest advantage of email marketing is...
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...
A World Wide Rave occurs when people spread a message about a company or its products in online networks, where the message grows exponentially, potentially reaching millions of audience members. According to David...
The term “six degrees of separation” suggests that everyone is connected through six or less friends or acquaintances. In Six Pixels of Separation, however, Mitch Joel suggests that this paradigm is no...
