Marketing
Marketing
Survival of the fittest is the dominant theme in today's world of unregulated global competition. Though the U.S. still has one of the highest levels of productivity in the world, its rate of improvement has fallen...
The success of Saatchi & Saatchi has served as an example to other British companies. Three of the firm's achievements were especially imitated. First, the Saatchi’s successfully used the Stock Exchange to raise...
Wood recounts his first foray into major PR activity when he was in the U.S. Air Force in 1945. The story shows why he became interested in PR and illustrates three important characteristics of the profession: 1) the "...
Many service firms are paying a high price in lost business due to mediocre service, while few firms are truly oriented toward quality customer service. Businesses often don't understand customers and their priorities...
Bringing New Products to Market details the differences in product planning in various sizes and types of companies. This work provides clear, long-lasting insights into the whole new-product marketing process: how to...
Most would agree with Martin Puris that although we all know leadership when we see it, it has proven practically impossible to analyze, define, or teach. Nonetheless, countless "experts " have devised systems to...
Davis’s methodology draws the focus away from short-term features and benefits toward a long-term mindset that continually strives to add value over time. It is this mindset that will differentiate one salesperson from...
Cafferky provides practical, common sense guidelines that any company, no matter what the situation, industry, or business, can use to formulate and implement an effective word-of-mouth promotional plan immediately....
Growing and maintaining market share comes from having customers who remain loyal to a product because they associate the brand with quality and reliability. On of the most persuasive arguments for brand is customer...
The authors of The Discipline of Market Leaders go beyond the traditional five Ps of marketing to lead the reader through an explanation of the new tenets of customer value, the critical elements of...
