Marketing

Marketing

 
Built to Love Boatwright, Peter | Kagan, Jonathan Berrett-Koehler Publishers , 2010 Innovation, Marketing

In Built to Love by Peter Boatwright and Jonathan Kagan, product emotions are defined as personal feelings invoked by a specific brand, service, or product. For the most part, individuals purchase...

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Marketing in the Age of Google Fox, Vanessa John Wiley & Sons, Inc. , 2010 Marketing

Marketing in the Age of Google is a guide to harnessing the power of online search and incorporating search into business strategies. It is important to understand search, build a successful search...

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Selling Blue Elephants Moskowitz, Howard R. | Gofman, Alex Pearson Education, Inc. , 2007 Marketing

Selling Blue Elephants by Howard R. Moskowitz and Alex Gofman explains the importance of utilizing marketing techniques such as surveys, polls and focus groups to enhance customer satisfaction. The...

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Marketing 3.0 Kotler, Philip | Kartajaya, Hermawan | Setiawan, Iwan John Wiley & Sons, Inc. , 2010 Marketing

In Marketing 3.0, companies approach consumers as whole human beings, catering to their hearts, minds, and their spirit of being by pacifying the anxieties they are feeling about today’s environmental...

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Always On Vollmer, Christopher | Precourt, Geoffrey McGraw-Hill , 2008 Marketing, Technology

The new media environment is “always on,” accessible to audiences from anywhere at any time, and responsive to their control. The world of marketing is now at the beginning of a consumer-centric digital age in which...

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The Four Pillars of Profit-Driven Marketing Moeller, Leslie H. | Landry, Edward C. | Kinni, Theodore McGraw-Hill , 2009 Marketing

Traditionally, marketers have focused on the “four Ps”: product, price, place, and promotion. Marketing spending, however, can be a large expense for companies and it is often unclear whether that spending leads to the...

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The Digital Handshake Chaney, Paul John Wiley & Sons, Inc. , 2009 Marketing, Technology

Social media has grown exponentially in the past ten years. It has gained prominence not only as a social tool but also as a marketing tool. In The Digital Handshake, Paul Chaney discusses the change...

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The New Experts Bloom, Robert H. Greenleaf Book Group Press , 2010 Customer Focus, Marketing, Technology

The buyer-seller relationship has changed drastically. Buyers are now in control. In his book, The New Experts, author Robert Bloom describes what he calls a “revolution in buyer behavior” and its...

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The New Rules of Marketing and PR Meerman, David John Wiley & Sons, Inc. , 2009 Marketing, Technology

Traditional advertising is all about interruption; its success hinges on getting people to stop what they are doing and pay attention to advertising. According to David Meerman Scott, author of The New Rules of...

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The Experience Effect Joseph, Jim AMACOM , 2010 Customer Focus, Marketing

Customer decisions are based on more than price or product; they are founded on every detail of the purchasing experience, including the salesperson, the message, the interaction, and the website. When these factors...

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