Marketing

Marketing

 
Brand Relevance Aaker, David A. 2011 Marketing

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...

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Brand Leadership. Aaker, David A. | Joachimsthaler, Erich The Free Press , 2000 Customer Focus, Leadership, Marketing

Although the classic brand management system, initiated by Procter & Gamble, has worked well for many decades, it is often not so effective in dealing with today’s emerging market complexities, competitive...

 
 
Brand Portfolio Strategy Aaker, David A. The Free Press , 2004 Customer Focus, Marketing

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,...

 
 
The Dragonfly Effect Aaker, Jennifer | Smith, Andy | Adler, Carlye Jossey-Bass , 2010 Marketing, Technology

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...

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Reading Minds and Markets Ablin, Jack | McGee, Suzanne FT Press , 2009 Marketing

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...

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Mr. Shmooze Abraham, Richard Richard Abraham , 2005 Customer Focus, Marketing

Have you ever wondered how great salespeople achieve great sales results? Chances are these salespeople all began their selling process by...

 
 
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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Phishing for Phools Akerlof, George A. | Shiller, Robert J. Princeton University Press , 2015 Marketing

The free market economy demands a profit-over-people approach. Driven by greed, markets incite self-destructive behaviors on a mass level. The targeting of natural human weaknesses is known as “phishing,” while the...

 
 
At America's Service Albrecht, Karl Dow Jones-Irwin , 1989 Customer Focus, Marketing

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...

 
 
The Service Advantage Albrecht, Karl | Bradford, Lawrence J. Dow Jones-Irwin , 1990 Customer Focus, Marketing

There are two kinds of useful customer knowledge: (1) general- pertaining to buying patterns and motives, and (2) individual-from one-to-one interactions between employees and customers. Large businesses must usually...

 
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