Marketing
Marketing
In Revenue Disruption, revenue performance management expert Phil Fernandez explains how marketing’s role in planning and creating revenue growth must be expanded in order to realize enhanced...
According to Joeri Van den Bergh and Mattias Behrer, the authors of How Cool Brands Stay Hot, there are more than 70 million Gen Yers in the U.S. alone, accounting for more than $200 billion in...
In Sticky Marketing, Grant Leboff asserts that the world of marketing has been radically altered by the Internet, and has become the biggest revolution in communication since the invention of the...
In The New Rules of Green Marketing, Jacquelyn A. Ottman presents the new rules for mastering the marketing of ecologically-responsible consumer goods, as well as real-world examples that illustrate...
In Brand Real, Laurence Vincent examines the multiple factors behind developing and upholding a brand’s identity and promise. The goal is to always meet or exceed the customer’s expectations from the...
In today’s fast-paced, highly competitive information age, journalists are under more pressure than ever to deliver compelling news stories. Likewise, newsmakers are under similar pressure to present their messages in...
Although small businesses are in stiff competition with big box, large-franchise corporations that have multi-million-dollar marketing budgets, social media can help level the playing field. Social media sites such as...
In Shopper Marketing, editors Markus Ståhlberg and Ville Maila offer articles from 35 experts around the world that address one of the fastest growing new areas of marketing: shopper marketing. The...
In Pay Attention!, Ann Thomas and Jill Applegate present a guide for addressing the customer service challenge in a modern age where consumers are more skeptical, demanding, and self-reliant. Things...
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...
