Marketing
Marketing
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...
In Reading Minds and Markets, veteran financial adviser Jack Ablin reveals how to outperform the market with top-down, process-driven investing. Investors often wonder which stocks to choose, but...
Everyone feels passionate about something. In apartments, coffee houses, and dorm rooms around the world, many people with cell phones and laptops are taking this passion to the Internet. Using the multitude of social...
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...
