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Handbook of Marketing Techniques, Young Laurie



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Цена: 4734р.
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Автор: Young Laurie
Название:  Handbook of Marketing Techniques
Издательство: Wiley
Классификация:
Бизнес и управление
Продажи и маркетинг

ISBN: 0470746874
ISBN-13(EAN): 9780470746875
ISBN: 0-470-74687-4
ISBN-13(EAN): 978-0-470-74687-5
Обложка/Формат: Hardback
Страницы: 520
Вес: 1.038 кг.
Дата издания: 20.04.2011
Серия: Business & management
Язык: English
Иллюстрации: Illustrations
Размер: 247 x 175 x 45
Читательская аудитория: Professional & vocational
Ключевые слова: Business & management
Подзаголовок: Reassessing marketing techniques for modern business
Ссылка на Издательство: Link
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Поставляется из: Англии
Описание: This book has the potential to be a bible for the modern marketer, a reference book that will sit on any marketers desk or shelf.  The main content of the book will be an analysis of the techniques of marketing in common usage, as well as other less well-known techniques.  Each concept and tool will be listed in alphabetical order. The author will examine them under the following standard headings to maintain a consistent and coherent approach: Description of the concept. The story of its development: history and critical appraisal of the concept. Worked examples or case studies. Quotations from leading thinkers on it. Professional perspectives you might take into account. Rating: These will range from Useful, Mainly conceptual, to Toxic. Useful further reading. The writing of each will be bright and informative, rather than dry academic and dusty. Having said this, leading academics and practitioners will be consulted both in finalising the list of concepts and in commenting on the analysis of each one to ensure the book is technically correct. The net result will be dictionary like format. The techniques to be included in the book range from Ansofs Matrix to Word of Mouth (including well-known techniques such as the Boston Matrix, Customer Relationship Management, Gap Analysis, Porters 5 Forces, SWOT analysis, as well as a host of others).



Lateral Marketing: New Techniques for Finding Breakthrough Ideas

Автор: Philip Kotler
Название: Lateral Marketing: New Techniques for Finding Breakthrough Ideas
ISBN: 0471455164 ISBN-13(EAN): 9780471455165
Издательство: Wiley
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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.

Handbook of Marketing

Автор: Weitz B & Wensley R
Название: Handbook of Marketing
ISBN: 1412921201 ISBN-13(EAN): 9781412921206
Издательство: Sage Publications
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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.

Handbook of Services Marketing and Management

Автор: Swartz T & Iacobucci D
Название: Handbook of Services Marketing and Management
ISBN: 0761916121 ISBN-13(EAN): 9780761916123
Издательство: Sage Publications
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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.

Handbook of Marketing Scales: Second Edition

Автор: Bearden W & Netemeyer R
Название: Handbook of Marketing Scales: Second Edition
ISBN: 076191000X ISBN-13(EAN): 9780761910008
Издательство: Sage Publications
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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.

Marketing Technology as a Service: Proven Techniques that Create Value

Автор: Laurie Young and Bev Burgess
Название: Marketing Technology as a Service: Proven Techniques that Create Value
ISBN: 0470748400 ISBN-13(EAN): 9780470748404
Издательство: Wiley
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Цена: 4272 р.
Наличие на складе: Поставка под заказ.

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.

The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, 2nd Edition

Автор: Ehrlich
Название: The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, 2nd Edition
ISBN: 1118065719 ISBN-13(EAN): 9781118065716
Издательство: Wiley
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Цена: 6641 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

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

Handbook of marketing scales

Название: Handbook of marketing scales
ISBN: 1412980186 ISBN-13(EAN): 9781412980180
Издательство: Sage Publications
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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.

The Ultimate Guide to Electronic Marketing for Small Business: Low-Cost/High Return Tools and Techniques that Really Work

Автор: Tom Antion
Название: The Ultimate Guide to Electronic Marketing for Small Business: Low-Cost/High Return Tools and Techniques that Really Work
ISBN: 047171870X ISBN-13(EAN): 9780471718703
Издательство: Wiley
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Цена: 1616 р.
Наличие на складе: Поставка под заказ.

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.

Marketing Research: tools and techniques

Автор: Bradley, Nigel
Название: Marketing Research: tools and techniques
ISBN: 0199281963 ISBN-13(EAN): 9780199281961
Издательство: Oxford Academ
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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.

e Boot Camp: Proven Internet Marketing Techniques to Grow Your Business

Автор: Perlman
Название: e Boot Camp: Proven Internet Marketing Techniques to Grow Your Business
ISBN: 0470411597 ISBN-13(EAN): 9780470411599
Издательство: Wiley
Рейтинг:
Цена: 2078 р.
Наличие на складе: Поставка под заказ.

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.

Handbook of Mobile Market Research: Tools and Techniques for

Автор: Poynter Ray R
Название: Handbook of Mobile Market Research: Tools and Techniques for
ISBN: 1118935624 ISBN-13(EAN): 9781118935620
Издательство: Wiley
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Цена: 2886 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

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.

The Handbook of Marketing 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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