Marketing
Marketing
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 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...
In About Face, Dan Hill demonstrates how advertising agencies and marketing strategists can employ new advances in neuroscience, behavioral economics, and cognitive psychology to create emotionally...
“Doing well by doing good” has become a common maxim in the business world, yet the data is not clear whether or not corporate social responsibility (CSR) and philanthropy actually produce any measure- able business...
Customers have become technology savvy—blogging about products, instantly comparing prices, becoming fans on Facebook, and posting videos on YouTube. Retailers need to listen to what is being said about their products...
When all four of its wings work together, the dragonfly has incredible strength and agility. In The Dragonfly Effect, Jennifer Aaker and Andy Smith explain how to effectively mimic the four wings of...
