Marketing
Marketing
Successful companies understand how to reach out to people who are interested in their products and services, creating a strong emotional connection. In …And the Clients Went Wild!, Maribeth Kuzmeski...
Historically, companies could control their image and sell their goods and services through traditional marketing. However, thanks to the advent of the Internet and social media, hyperconnected Customers are the main...
In About Face, Dan Hill demonstrates how advertising agencies and marketing strategists can employ new advances in neuroscience, behavioral economics, and cognitive psychology to create emotionally...
The new media environment is “always on,” accessible to audiences from anywhere at any time, and responsive to their control. The world of marketing is now at the beginning of a consumer-centric digital age in which...
In Bottom-Line Selling, sales consultant Jack Malcolm stresses that just knowing a customer’s needs is not enough for today’s sales professionals. Instead, they must understand their customers, their...
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 Brand Advocates, Rob Fuggetta explains that companies have a powerful yet underutilized marketing weapon that is ten times more effective than other marketing methods: the advocacy of their most...
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...
Intellectual property is the sum of the distinct components that make up a brand and the brand’s campaign. These components include the product or service’s name, logo, slogan, script of the commercial, music that...
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...
