Marketing
Marketing
According to Cassara, the devastation and shock of September 11, and the resultant downturn in the market, have caused people in all walks of life to rethink what really matters and to change their fundamental beliefs...
“America’s middle-market consumers are Trading Up,” say Michael Silverstein and Neil Fiske—a cultural movement that has changed the landscape of the American brand. Trading Up...
Whether they know it or not, every company offers a customer experience. Those organizations focusing on providing an emotionally engaging customer experience are now those organizations differentiating themselves for...
Many firms create a brand strategy in order to inject structure and discipline into their business, but they may end up creating confusion, because the portfolio they devise is disjointed. In Brand Portfolio Strategy,...
How do ideas spread? Why do some charities, movies, architects, politicians, potato chips and cars succeed, while others (just as good apparently)...
Closing a sale is the stage in the selling process where salespeople meet the greatest difficulty. Joe Girard walks the reader through fundamental...
Marketing is in crisis mode, for the model for marketing, as it stands today, is obsolete. Customers have developed a resistance to marketing that is only going to grow. The crisis spawned by consumer resistance...
Today's business-to-business solutions marketplace is competitive and full of challenges. Companies work hard to create and sell value-laden solutions, but, even with hard work and research, the success rate in the...
Building on the principle, espoused by Sergio Zyman, (The End of Marketing As We Know It), that marketing is a science, not an art, Enterprise Marketing Management presents a practical guide for...
Each year, hundreds of new businesses are launched. Unfortunately, for every hundred started, less than half will survive the crucial four years of operations. The...
