классический маркетинг
The Handbook of Online and Social Media Research. Tools and Techniques for Market Researchers
Ray Poynter
Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking...
Social Media Rules of Engagement. Why Your Online Narrative is the Best Weapon During a Crisis
Nicole Matejic
Avoid becoming a #PRFail with a solid social media strategy Social Media Rules of Engagement guides you in the development of a bullet-proof social media strategy. You can manage any crisis effectively by having a plan before you actually need...
Managing Customers Through Economic Cycles
John McKean
Whether you are a global Fortune 500 organization or a small business Managing Customers Through Economic Cycles show you how to optimize your business's sales and marketing approaches specific to survive and thrive in each economic cycle and...
What You Need to Know About Marketing
Simon Middleton
Marketing is shrouded in arcane mystery and buzzwords. It frightens many and bewilders others. Yet every business, from the hand-car-wash by the side of the road, to the world's most famous brands, engage in marketing every single day. This is...
Essential Tools for Operations Management. Tools, Models and Approaches for Managers and Consultants
Salameh Malik
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...
The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making
David Stewart W.
Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation...
Маркетинг: новые тенденции и перспективы
Марина Очковская
Данное учебное пособие подготовлено преподавателями кафедры маркетинга экономического факультета МГУ имени М. В. Ломоносова и предназначено для студентов бакалавриата, осваивающих учебный курс «Маркетинг». В нем раскрывается понятие маркетинга,...
The Persuasion Code. How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime
Christophe Morin
The Persuasion Code Capture, convince, and close—scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex...
AI for Marketing and Product Innovation. Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing Sales
A. Pradeep K.
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...
Маркетинговые исследования 3-е изд., пер. и доп. Учебник для бакалавров
Анатолий Владимирович Коротков
Учебник дает полное представление о современных направлениях, задачах и методах маркетинговых исследований, имеет множество иллюстраций. Имеются доступные примеры, подробный глоссарий, вопросы и тесты для самоконтроля, методические указания к...
Innovative Team Selling
Eric Baron
Sales teams have the potential to do great work. Most sales teams do not devote enough energy to meeting dynamics and process awareness. The skills related to this are critical components of effective teamwork, collaboration and innovation, both...
The Marketing of Technology Intensive Products and Services
Patrick Corsi
This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners,...
The Art and Science of Interpreting Market Research Evidence
J. Fletcher H.
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...
...And the Clients Went Wild!
Maribeth Kuzmeski
Combine social media with traditional marketing techniques for breakthrough results! While social media is doing much to change the marketing landscape, it doesn't mean you have to take an either/or approach between it and more traditional...
Welcome to the Creative Age
Группа авторов
This book chronicles the dawn of the age of creativity in business, when new ideas and practices based on creativity will drastically change the way we do business. Starting with an overview of the age of marketing, the book winds its way...
How to Make Brilliant Stuff That People Love ... and Make Big Money Out of It
Группа авторов
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...
The Marketing Director's Role in Business Planning and Corporate Governance
Группа авторов
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...
Logos and No Gos
Группа авторов
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...
Conversations with Marketing Masters
Laura Mazur
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...
Cadbury's Purple Reign
Группа авторов
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...
Brand Innovation Manifesto
Группа авторов
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...
Scenarios in Marketing
Laurie Young
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....
Value-based Marketing
Группа авторов
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...
Creating Market Insight
Paul Raspin
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...
Customer Management Excellence
Группа авторов
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...
Customize the Brand
Группа авторов
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...
New Consumer Marketing
Группа авторов
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...
Agency Account Handling
Группа авторов
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...
Pricing on Purpose
Группа авторов
—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...
The Global Market
Rohit Deshpande
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...
Breakthrough Zone
Roy Langmaid
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...
Brand Stretch
Группа авторов
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...
Passion Branding
Neill Duffy
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...
Inbound Content
Группа авторов
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...
The Brandgym
Группа авторов
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...
The Revenue Acceleration Rules
Shashi Upadhyay
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...
Быстрый старт агента по недвижимости
Вячеслав Александрович Егоров
В книге "Быстрый старт агента по недвижимости" представлены десять ключевых уроков, помогающих риэлторам добиться успеха в профессиональной деятельности. Автор предлагает практические советы и стратегии для постоянного притока клиентов и...
Курс Маркетинг и продажи трубопроводной арматуры. Модуль 3. Что мы продаем?
Станислав Львович Горобченко
В модуле анализируются внутренние и внешние рынки, на которых действует организация. Анализ помогает определить, что продается, кроме собственно товаров или услуг, какие качества товара или услуги приобретает потребитель, и что он на самом деле...
Курс «Маркетинг и продажи трубопроводной арматуры». Модуль 5. Управление эффективным поставками
Станислав Львович Горобченко
МОДУЛЬ 5. УПРАВЛЕНИЕ ЭФФЕКТИВНЫМИ ПОСТАВКАМИ Поставки рассматриваются как инструмент общего и системного взаимодействия между поставщиками и потребителями на основе концепции «входов – выходов». Показывается, как поставки связаны с продажами. В...
Курс «Маркетинг и продажи трубопроводной арматуры». Модуль 6. Реагирование на внешние факторы
Станислав Львович Горобченко
Модуль рассматривает некоторые модели внешнего окружения и показывает, как эти модели могут быть использованы в работе маркетолога. Слушатели узнают, как собрать информацию о внешнем окружении, каким образом провести ее анализ и, особенно, как...
Курс «Маркетинг и продажи трубопроводной арматуры». Модуль 7. Выполнение обещаний
Станислав Львович Горобченко
В модуле рассматриваются основные вопросы построения взаимоотношений с внутренними и внешними потребителями на основе понимания и доверия, когда все стороны будут удовлетворены своим положением. Рассматривается построение таких взаимоотношений,...
Курс «Маркетинг и продажи трубопроводной арматуры». Модуль 8. Планирование хороших отношений
Станислав Львович Горобченко
Модуль сводит воедино все элементы курса и помогает построить практический план улучшения взаимоотношений с клиентами. Для этих целей рассматривается опыт некоторых арматурных компаний по выделению моделей поведения потребителей и созданию на их...
Маркетинг на автомобильном транспорте 3-е изд., испр. и доп. Учебное пособие для СПО
Александр Афанасьевич Бачурин
В учебном пособии рассмотрены основные понятия маркетинга: рынок, товар, цена, ценообразование. Освещены вопросы распределения товаров и их продвижение на рынке. Дана подробная схема маркетингового исследования. Учебный материал четко...
Маркетинг услуг на примере туристического бизнеса. Часть 1: маркетинговые исследования
Юлия Правик
Рассматриваются теоретические и методические основы маркетинга услуг на примере туристического бизнеса, особенности маркетинговой политики компаний, предоставляющих услуги (на примере туристического бизнеса). Приведенный материал отражает как...
Инновационный маркетинг 2-е изд., пер. и доп. Учебник для вузов
Дмитрий Валерьевич Тюрин
Рассмотрены инновационная маркетинговая политика российских предприятий, роль и значение инноваций в маркетинге, проведение маркетинговых исследований инноваций, бизнес-моделирование как инновационный вид разработки маркетинговых стратегий,...
Промышленный (B2B) маркетинг 2-е изд. Учебник и практикум для вузов
Анна Михайловна Чернышева
В издании подробно рассматриваются теоретические и практические вопросы промышленного маркетинга, его современное понимание и особенности применения, методы товарной, ценовой и распределительной политики, а также инструменты продвижения товаров...
Разработка маркетинговой стратегии юридической компании
Вадим Геннадьевич Залевский
В работе рассмотрены актуальные вопросы разработки маркетинговой стратегии юридической компании, в том числе проанализированы понятие и виды маркетинговой стратегии компании, основы разработки маркетинговой стратегии компании, методы...
50 лайфхаков по созданию и развитию личного бренда
Дарья Шанс
Эта книга – это практическое руководство по созданию имени и медиа-веса в 21 веке. В современном мире сильный личный бренд – уже не роскошь, а необходимость, без которой невозможно говорить о высоком и стабильном доходе. «Неизвестный эксперт»...
La Guida Al Nuovo Inizio Di Marketing Virale
Carolina Meli
Il concetto di marketing virale ? semplice. Implementare un’entit? cos? avvincente, interessante e preziosa, che chiunque entri in contatto con essa abbia subito il desiderio di condividerla con qualcuno che conosce. In altre parole, ? VIRALE!...
