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This book describes a marketing and design approach called «total design,»which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. …
This book describes a marketing and design approach called «total design,»which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. …
Corporate governance is a hot topic, as is the need for marketing to operate at board level. But no-one has yet brought the two issues together. This book changes that. Gerald MichIaluk builds on the latest research to help marketing directors incorp…
Corporate governance is a hot topic, as is the need for marketing to operate at board level. But no-one has yet brought the two issues together. This book changes that. Gerald MichIaluk builds on the latest research to help marketing directors incorp…
Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value …
Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value …
Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts…
Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts…
A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the wor…
A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the wor…
The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the re…
The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the re…
This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the …
This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the …
Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing princ…
Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing princ…
CRM today is much like BPR in the 1990s. It is the strategy of the 21st century. Everyone is jumping on the bandwagon, but few are doing it in a way that will reap long-term benefits. And while billions are being spent worldwide, as yet there is not …
CRM today is much like BPR in the 1990s. It is the strategy of the 21st century. Everyone is jumping on the bandwagon, but few are doing it in a way that will reap long-term benefits. And while billions are being spent worldwide, as yet there is not …
This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for …
This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for …
Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to…
Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to…
Agency Account Handling strives to distinguish between good account handling and great account handling. This book will help you understand the wider picture of client servicing, give you satisfied customers and allow you to go home at night with a s…
Agency Account Handling strives to distinguish between good account handling and great account handling. This book will help you understand the wider picture of client servicing, give you satisfied customers and allow you to go home at night with a s…
—Reed Holden, founder, Holden Advisors Corp., www.holdenadvisors.com coauthor, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, Third Edition «With Pricing on Purpose, Ron Baker had made an enormous contribution to the bett…
—Reed Holden, founder, Holden Advisors Corp., www.holdenadvisors.com coauthor, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, Third Edition «With Pricing on Purpose, Ron Baker had made an enormous contribution to the bett…
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in …
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in …
A breakthrough is a discontinuous change that makes new things possible and takes performance in a market to a new level. This book is about creating breakthroughs in large organizations where so much energy is often committed to existing activity. D…
A breakthrough is a discontinuous change that makes new things possible and takes performance in a market to a new level. This book is about creating breakthroughs in large organizations where so much energy is often committed to existing activity. D…
Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended …
Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended …
In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that p…
In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that p…
Develop and implement an effective content strategy tailored to your business’s needs Inbound Content is a step-by-step manual for attracting the right people, turning them into leads, and closing them into customers. Today, everyone knows that conte…
Develop and implement an effective content strategy tailored to your business’s needs Inbound Content is a step-by-step manual for attracting the right people, turning them into leads, and closing them into customers. Today, everyone knows that conte…
Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires¾the most widely used method for collecting information about people?s attitudes and behavior. An essential tool for…
Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires¾the most widely used method for collecting information about people?s attitudes and behavior. An essential tool for…
Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of «workouts» that analyze the fundamental reasons behind the success of brands across a range of business areas. It will hel…
Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of «workouts» that analyze the fundamental reasons behind the success of brands across a range of business areas. It will hel…