Marketing
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...
Drawing on almost two years of on-site observation, 40 in-depth interviews, and unprecedented access to confidential documents and project data, the authors focus specifically on Microsoft’s unique "synch-and-stabilize...
Multicultural Marketing offers practical information and strategies for reaching America’s ''unknown'' consumers. Rossman targets the $500 billion market represented by America ’s so-called ''...
A new definition of value that explains how to create and add value within each of the key processes of marketing, engineering, acquisition, manufacturing, and customer service, while simultaneously integrating these...
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...
Integrated Account Management presents a form of direct marketing that emphasizes a proactive, personal approach to managing customer relationships. It is considered by many as being the most effective...
Managing Imitation Strategies expounds the different types of product imitations - their successes and failures. Although the evidence in favor of imitation is nearly endless, illustrating that...
Every year, more and more new products are created, backed by marketing plans, focus groups tests, and advertising campaigns. But according to one study, only 1 out of 671 new product ideas ever reaches the market and...
Revolution is spreading across the economy. In every industry, buyers have increasingly become more demanding and less loyal. They are refusing to pay prices inflated by layers of middlemen, whom they do not perceive...
The service sector has substantially impacted the U.S. economy, generating 44 million new jobs in the past three decades and softening the effects of every recession since World War II. Added value has moved from the...
