Автор: Philip Kotler Название: Lateral Marketing: New Techniques for Finding Breakthrough Ideas ISBN: 0471455164 ISBN-13(EAN): 9780471455165 Издательство: Wiley Рейтинг: Цена: 3810 р. Наличие на складе: Есть (1 шт.) Описание: A revolutionary new system for generating the next big marketing ideas and opportunities According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities. Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestle, Credit Suisse, and other top corporations.
Автор: Weitz B & Wensley R Название: Handbook of Marketing ISBN: 1412921201 ISBN-13(EAN): 9781412921206 Издательство: Sage Publications Рейтинг: Цена: 4602 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Presents an overview of the field of marketing. This book offers a collection compiled by an international advisory board of marketing academics with contributions from scholars in the field, each covering research issues in particular areas of expertise. It is intended for advanced undergraduates, graduate students and academics in marketing.
Автор: Swartz T & Iacobucci D Название: Handbook of Services Marketing and Management ISBN: 0761916121 ISBN-13(EAN): 9780761916123 Издательство: Sage Publications Рейтинг: Цена: 10718 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The Handbook is organized in six major sections: The service setting, demand management, service excellence and profitability, service recovery, service relationships, and firm-wide service issues. A unique structural feature of the Handbook is the inclusion of both in-depth chapters as well as shorter, more focused `mini` chapters. This variation enables the book to provide broader coverage through the inclusion of more topics.
Автор: Bearden W & Netemeyer R Название: Handbook of Marketing Scales: Second Edition ISBN: 076191000X ISBN-13(EAN): 9780761910008 Издательство: Sage Publications Рейтинг: Цена: 8628 р. Наличие на складе: Поставка под заказ.
Описание: This second edition of the handbook of Marketing Scales adds 68 new scales, mostly drawn from the period 1992 to 1998. Each of the now 192 scales includes the construct, description, samples, validity, scores, source, other evidence, other sources, references, and scale items.
Описание: With the advent of `cloud computing` and radical changes in the engineering of some utilities, the marketing of services that are based on a technical infrastructure is about to become as important and sophisticated as in, say, consumer products. This book explores their story and experience.
Описание: The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity--without straining budgets. The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals the information they need to stretch more value from each marketing dollar. The Second Edition includes updated case studies and charts. This new edition looks at important topics in the industry such as: Real time monitoring of conversations (e.g., Twitter and Facebook) and the impact on branding and positioning New info on landing pages, e-mail success factors Behavioral economics to psychology of money and budgeting
Название: Handbook of marketing scales ISBN: 1412980186 ISBN-13(EAN): 9781412980180 Издательство: Sage Publications Рейтинг: Цена: 17831 р. Наличие на складе: Невозможна поставка.
Описание: A clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behaviour and marketing research.
Описание: Effective, affordable, low-risk online marketing techniques for small business owners Most small businesses are not taking advantage of the powerful and inexpensive Internet-based marketing tools and techniques that are available to them. These tools and techniques can mean the difference between a viable business and closing upop. But most of what small business owners hear or read about the Internet applies to large businesses with greater resources than their own, or comes from unreliable or shady sources. The Ultimate Guide to Electronic Marketing for Small Business gives the small business owner or aspiring entrepreneur the real-world tools and tactics to market their small business around the world with little investment and even less risk. Full of practical ideas on reaching new customers and increasing sales, this book will make a real difference in the success rate of small businesses and start-ups everywhere.
Автор: Bradley, Nigel Название: Marketing Research: tools and techniques ISBN: 0199281963 ISBN-13(EAN): 9780199281961 Издательство: Oxford Academ Рейтинг: Цена: 3335 р. Наличие на складе: Поставка под заказ.
Описание: Balances theoretical and practical elements of marketing research, showing students how to implement marketing research themselves. This book covers topics that address the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, and reporting and presentation.
Описание: In this Web 2.0 era, small business owners are at a severe disadvantage because they have minimal, if any, knowledge, about Internet marketing. This do-it-yourself book provides the know-how that`s needed to win business in cyberspace while eliminating the need for a large marketing budget.
Описание: The premier guide to mobile market research The Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research.
Автор: Grover R & Vriens M Название: The Handbook of Marketing Research ISBN: 141290997X ISBN-13(EAN): 9781412909976 Издательство: Sage Publications Рейтинг: Цена: 17831 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Promotes the overarching business philosophy of customer/market focus, by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling trends as biased sample answers on long questionnaires, and "professionals" whose job is to skew focus group responses.
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