Marketing

Marketing

 
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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Everything I Know About Marketing I Learned from Google Goldman, Aaron McGraw-Hill , 2011 Marketing

Each day, Google processes some 400 million Internet searches, many of which are launched by people shopping for goods or services. As such, Google can be a tremendous resource for marketing professionals, but many of...

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Going Social Goldman, Jeremy AMACOM , 2013 Marketing, Technology

In Going Social, Jeremy Goldman explores the many aspects of social marketing, focusing on the theme that today’s marketing efforts are relationship driven rather than product driven. He offers...

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Engagement Marketing Goodman, Gail F. John Wiley & Sons, Inc. , 2012 Marketing, Technology

In Engagement Marketing, Gail Goodman, the CEO of Constant Contact, demonstrates how to effectively use social media to acquire new customers while connecting with existing ones. She offers small...

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The Green Marketing Manifesto Grant, John John Wiley & Sons, Inc. , 2007 Marketing, Social Responsibility

In The Green Marketing Manifesto, John Grant, a British marketing professional with over 20 years of experience, provides a green marketing blueprint for people in the field of marketing. He outlines...

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Consumer.ology Graves, Philip Nicholas Brealey Publishing , 2010 Customer Focus, Marketing

Market research in the form of consumer focus groups, polls, and surveys has long been the normal and accepted manner for testing new products, services, and communications materials. In Consumer.ology...

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The Age Curve Gronbach, Kenneth W. AMACOM , 2008 Business Strategy, Customer Focus, Marketing

Thoroughly understanding the customer is essential to every successful business. This requires knowing the age, characteristics, wants, and needs of those who buy a particular good or service. But, as Kenneth Gronbach...

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The Constant Contact Guide to Email Marketing Groves, Eric John Wiley & Sons, Inc. , 2009 Marketing

In a challenging economy of high competition and frequent budget cuts, email marketing is an attractive, low cost solution to driving a successful marketing campaign, yet the greatest advantage of email marketing is...

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Romancing the Brand Halloran, Tim Jossey-Bass , 2014 Marketing

The strength of any brand depends on its emotional connection with the purchaser. This emotional connection is very similar to a romantic relationship and carries with it the same investments and risks. In order to...

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Content Rules Handley, Ann | Chapman, C C. John Wiley and Sons, Inc. , 2012 Marketing, Technology

Today's online platforms give organizations powerful and low-cost ways to connect with their customers and create awareness of their offerings. In fact, as people rely increasingly on web-based information and...

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