маркетинг, PR, реклама

This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastruc…

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 …

Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to goo…

To be successful in business you must be able to attract the right clients and persuade them to buy. However, on the internet, people only see what the search engines direct them to and the competition for those top spots is fierce. So how do you ens…

The second edition of the Public Relations Writer’s Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeche…

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 …

Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day. A product, service, company, candidate, or an organization with a powerline outshines 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 …

This is Your Complete Manual of Digital Marketing Magic. How do you stay out in from when everything’s moving so fast? The internet and social media have changed how we do our jobs beyond recognition. Sometimes it’s exciting; other times it’s just fr…

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…

The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to f…

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…

Warehouses are often seen as a necessary evil: places that stop the flow of goods and thus increase costs without adding value. But the truth is that they have a critical part to play in supply chain management, and warehouse managers should be centr…

Реклама распространяется особенно быстро в социальных сетях – на форумах и других подобных сайтах. В связи с этим число компаний, пользующихся различными маркетинговыми инструментaми социальных сетей, постоянно растет. В данной статье рассматриваются…

—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 …

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…

Location-based Marketing outlines the main concepts, methods and strategies for implementing spatial marketing, also known as geomarketing. With an emphasis on the value of mapping in marketing decision-making, this book demonstrates the importance o…