Marketing
Marketing
The conventional methods of marketing consist of basic messages and advertising techniques created by a few people and directed toward a large market through channels that distribute the same message, at the same time...
In Brains on Fire, Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones relate how their marketing agency has de-emphasized the use of campaigns and instead fosters the growth of word-of-mouth...
In Inside the Mind of the Shopper, Herb Sorenson challenges retailers’ prevailing assumptions about shoppers’ needs, wants, and behaviors. His findings from decades of in-store research indicate that...
On today’s demanding advertising scene, grabbing and keeping consumers’ attention, or loyalty, is key to ensuring a brand’s success. In Game-Based Marketing, Gabe Zichermann and Joselin Linder show...
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...
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 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...
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...
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...
“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...
