Marketing

Marketing

 
Buyology Lindstrom, Martin Broadway Business , 2008 Customer Focus, Marketing

For years, marketers have had to work by assumptions. Using only a few standardized test questions and sales figures, they have had to piece together effective marketing campaigns that would hopefully deliver the buzz...

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BrandDigital. Adamson, Allen P. Palgrave Macmillan , 2009 Marketing, Technology

In BrandDigital, Allen P. Adamson sets out to discover how the digital world is influencing the way brands are built and managed. Drawing on interviews with nearly 100 professionals in the fields of...

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In Search of the Obvious Trout, Jack John Wiley & Sons, Inc. , 2008 Business Strategy, Marketing

The word obvious can be used to describe all of the most powerful and successful marketing strategies. Obvious solutions are often hidden in plain sight, and sometimes even ignored in favor of something more clever or...

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From Concept to Consumer Baker, Phil Pearson Education, Inc. , 2009 Management, Marketing, Productivity

Successful products not only depend on a good idea; they also require cost-effective manufacturing, customers who are willing to buy, and strong marketing and distribution programs. The steps leading from product...

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Secrets of the Marketing Masters Martin, Dick AMACOM , 2009 Business Strategy, Marketing

With sweeping changes taking place in the culture and in the way we do business, companies have had to alter the way they conduct marketing and even the fundamental way they think about it. Marketing has taken on a...

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The Shift Davis, Scott M. | Kotler, Philip Jossey-Bass , 2009 Business Strategy, Marketing

In the past, marketing was viewed as a function that simply provided sales support. However, marketing has now become a strategic growth driver and is essential in communicating customer insights throughout the company...

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World Famous Tyreman, David AMACOM , 2009 Business Strategy, Marketing

Understanding brand identity is crucial for every business; yet, few actually have a well-defined brand identity that inspires legions of loyal followers. Companies that are the most successful, that consistently...

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The Marketing Accountability Imperative Dunn, Michael E. | Halsall, Chris Jossey-Bass , 2009 Business Strategy, Marketing

Marketing opportunities have exploded in the last decade, increasing customer touch-points far beyond the traditional print, television, radio, and out-of-home categories. At the same time, audience groups have become...

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The Brand Bubble Gerzema, John | Lebar, Ed Jossey-Bass , 2008 Business Strategy, Customer Focus, Marketing

More than products or human capital, supply chains or customer service, a strong brand is the single most valuable asset a company can own. But upon close examination, many of the world’s biggest brands are squandering...

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Six Rules for Brand Revitalization Light, Larry | Kiddon, Joan earson Education, Inc. , 2009 Customer Focus, Marketing

After years of success, McDonald’s suffered a slow decline, falling out of favor with consumers. This can largely be attributed to the fact the brand did not focus on enduring profitable growth. McDonald’s created a...

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