классический маркетинг

Praise for The Shift «More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done.» –Cammie Dunaway, executive vice pres…

Strategic market planning in technology-intensive businesses is more complex and is less manageable than in most other organizations. The technology-driven business environment is intensely competitive, complex, and dynamic, and planning needs to be …

Most businesses don’t have a good understanding of the faith community and how to market to this huge audience in effective, culturally sensitive ways. Many attempts to market to Christians have backfired, because the marketers had little understandi…

If you'd like to know how to change your underachieving firm, At The Crossroads: The Remarkable CPA Firm That Nearly Crashed, Then Soared may hold the key to a bright new future. This innovative book is told in story form, drawing the reader behind t…

Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spendi…

Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)—twin technologies that stand poised to …

The third book in the Essential Tools For series… on the topic of Operations Management Based on Simon Burtonshaw-Gunn's successful The Essential Management Toolbox, this book focuses in greater depth on the topic of Operations Management. This third…

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…

The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering pr…

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…

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 …

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. …

Turn data into revenue in the B2B marketing sphere The Revenue Acceleration Rules is a unique guide in the business-to-business space, providing a clear framework for more effective marketing in an accounts-based environment. Written by a veteran in …

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…

You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted …

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…

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 …

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…

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…