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Harvard Business School Press
Marketer`s Toolkit: The 10 Strategies You Need To Succeed (Harvard Business Essentials)

2006 y.
Publisher:
Description: Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketers hands-on guide to turning opportunities into profits. [detailed...]

ISBN: 1591397626
Book size: ; Page extent: 229.

 

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Patrick Forsyth
Marketing &, Selling Professional Services: Practical Approaches to Practice Development

y.
Publisher:
Description: [detailed...]

ISBN: 0749440902
Book size: ; Page extent: .

 

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Assael
Marketing (Dryden Press Series in Marketing)

y.
Publisher:
Description: [detailed...]

ISBN: 0030248116
Book size: ; Page extent: .

 

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Gerald Corbae, Jakob B. Jensen, Dirk Schneider
Marketing 2.0 : Strategies for Closer Customer Relationships

2003 y.
Publisher: Springer
Description: The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world. [detailed...]

ISBN: 3540002855
Book size: ; Page extent: 152.

 

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Geoff Lancaster, Paul Reynolds
Marketing : Second Edition

y.
Publisher:
Description: Adopting a student-centred approach with activities, exercises, and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. This updated second edition includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing, and International Marketing. [detailed...]

ISBN: 0333987896
Book size: ; Page extent: .

 

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Jean-Claude Usunier
Marketing Across Cultures (4th Edition)

2005 y.
Publisher:
Description: Book Description Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: A cross-cultural approach compares national marketing systems and local commercial customs in various countries. An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading. [detailed...]

ISBN: 0273685295
Book size: ; Page extent: .

 

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Fons Trompenaars
Marketing Across Cultures (Culture for Business Series)

2004 y.
Publisher:
Description: Book DescriptionThe marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. [detailed...]

ISBN: 1841124710
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Bernd H. Schmitt, Alex Simonson
Marketing Aesthetics: The Strategic Management of Brands, Identity and Image

y.
Publisher:
Description: There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company`s total aesthetic output -- its `look and feel` -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell `the memorable experience.` The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain [detailed...]

ISBN: 0684826550
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Mac McKinley
Marketing Alignment: Breakthrough Strategies for Growth and Profitability

y.
Publisher:
Description: Advertising legend Leo Burnett once said, `It is essential for a brand to maintain a consistent face in every aspect of the media: in classical advertising, at point of purchase, through mailings, or even touch-screen interactive shopping.` This book expands on that philosophy and threads it into every company message broadcast, written or spoken, from inside or outside the organization. [detailed...]

ISBN: 1587361183
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Marques Vickers
Marketing And Buying Fine Art Online: A Guide for Artists And Collectors

2005 y.
Publisher:
Description: Book Description? Establish a Web presence without tears ? Advice from an expert who is also an artist Artists, galleries, crafters, resellers?want to sell your art online? Here?s the complete guide to establishing an effective Web site that will draw hits, promote sales, and establish a long-term, credible presence. Collectors?want to buy art online? Here?s your book! Author Marques Vickers reveals emerging trends for artwork, plus opportunities for licensed products, barter, print on demand, and much more. Links to more than 1,200 relevant sites, plus clear, candid advice from an art expert, make this book an indispensable roadmap to online success. [detailed...]

ISBN: 1581154267
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Alberto R. Levy
Marketing Avanzado En LA Practica

y.
Publisher:
Description: [detailed...]

ISBN: 9506412359
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Alberto Levy
Marketing Avanzado

y.
Publisher:
Description: [detailed...]

ISBN: 8475775659
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Aspatore Books
Marketing Best Practices: Marketing Executives from Bank of America, Porsche, and More on Brand Management, Customer Awareness &, Developing Strategic Initiatives (Inside the Minds)

2005 y.
Publisher:
Description: Book DescriptionInside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world?s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters Include: Graeme Gordon, Vice President, Marketing, Mattress Giant Corporation ? `Doing More with Less`, Charles W. Ellis, Executive VicePresident &, Chief Marketing Officer , Time Warner Cable ? ?The Importance of Customer Value Creation`, Ginoris Lopez-Lay, Senior Vice President &, Director, Strategic Planning and Marketing, Banco Popular ? `Ensuring [detailed...]

ISBN: 1596222212
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Marketing Book, Fifth Edition

y.
Publisher:
Description: This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the `Marketing Book` now broaches the following `new` topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * Integrated marketing communications * measurement of marketing effectiveness * Postmodern and retro-marketing * Relationship marketing * Retailing Like its predecessors, the `Marketing Book 5th edition` is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume [detailed...]

ISBN: 0750655364
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Sally Dibb, Lyndon Simkin
Marketing Briefs: A Revision and Study Guide

y.
Publisher:
Description: Complementing Dibb and Simkin`s established reputation in their field, this text presents a punchy overview of the leading 50 themes of marketing, each concisely summarized for revision purposes or quick-learning. While appealing primarily to students undertaking marketing exams, many practitioners will also find this `glossary of current marketing` hard to resist. The title builds on the earlier works of Dibb and Simkin, whose Houghton Mifflin text, `Marketing: Concepts and Strategies`, is the current business school market leading text in the United Kingdom, while their Thomson Learning text, `The Marketing Casebook: Cases and Concepts`, has just been revised and is the most widely used marketing casebook. From understanding customers, branding and positioning, relationship marketing, social responsibility through to value-based marketing and one-to-one marketing, this book covers all the issues the modern marketer must address. The text itself is organized [detailed...]

ISBN: 0750653868
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Jian Tools for Sales Inc, Jian Software, Charles Lamb
Marketing Builder Express

y.
Publisher:
Description: MarketingBuilder is your time-saving solution for planning and implementing your organization`s marketing strategy. This comprehensive workbook is from the JIAN family of best-selling and award-winning business software. It provides complete guidelines, thorough worksheets and a sample marketing plan to help you create a professional marketing and sales plan in minimal time. Step-by-step worksheets cover each part of the marketing plan: market analysis, marketing communications and the sales plan. Expert Insights provide practical business advice from writers and experts in marketing. And the Marketing Manager`s Survival Guide supplies the day-to-day tools you need to implement plans and monitor marketing challenges. [detailed...]

ISBN: 0538875747
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Guy R. Powell
Marketing Calculator: Measuring and Managing Return on Marketing Investment

2008 y.
Publisher:
Description: 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 infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers` `half of my advertising is wasted, I just don`t know which half.` With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers [detailed...]

ISBN: 047082395X
Book size: ; Page extent: 300.

 

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Diane Canwell, Lain Maitland
Marketing Campaigns (Marketing Toolkit)

y.
Publisher:
Description: [detailed...]

ISBN: 1861522452
Book size: ; Page extent: .

 

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Gopalkrishnan R. Iyer, Lance A. Masters
Marketing Challenges in Transition Economies of Europe, Baltic States and the C.I.S

y.
Publisher:
Description: [detailed...]

ISBN: 078900979X
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Susan Hart
Marketing Changes

y.
Publisher:
Description: Marketing Changes is a core text for students at undergraduate level and on specialised Marketing Masters degrees taking a Marketing Strategy course or another ?capstone? or ?honours? course in the subject. It brings the student up-to-date with current marketing thought and practice without imposing the standard and rather tired theory used in most US texts or using the inaccessible and overly critical approach adopted by alternative, specialised monographs.The first section puts current marketing thought into context and examines the most dramatic recent changes to the business and Marketing environment. Section II deals with changing approaches to marketing?s role in organisations, in particular the various schools of thought which challenge the 4 Ps so beloved of standard marketing texts - relationship marketing, networks and post-modern marketing thought. The final section deals with operational changes in marketing research, communications strategies, new [detailed...]

ISBN: 1861526733
Book size: ; Page extent: .

 

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Anne T. Coughlan, Erin Anderson, Louis W. Stern
Marketing Channels (6th Edition)

y.
Publisher:
Description: [detailed...]

ISBN: 0130127728
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Lou E Pelton, David Strutton, James R Lumpkin
Marketing Channels: A Relationship Management Approach

y.
Publisher:
Description: This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book. This book is a combination of text, cases, and readings. It contains coverage of global and ethical issues. Careful attention is paid to the pacing of material throughout the semester. [detailed...]

ISBN: 0072895128
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Barry Berman
Marketing Channels

y.
Publisher:
Description: This book has a strategic emphasis that focuses on decision making in a changing environment. It presents the latest developments in channels management, including: electronic data interchange, relationship marketing, customer service, wholesaler contacts, parallel importing, legal areas, product recall, recycling, hub-and-spoke distribution, and slotting allowance. [detailed...]

ISBN: 0471577480
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Otto Ottesen
Marketing Communication Management

2001 y.
Publisher: Copenhagen Business School Press
Description: This book presents a new holistic approach to developing a coherent, profitable marketing communication strategy. The approach relates to every kind of communication between a company and its buyers about what it has to offer. The concepts, models and planning procedures associated with it can be used whether a company is large or small, whether it operates in an industrial or a consumer market, and whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes. Ideal as a textbook for students of marketing at university level (business schools and MBA-programs), but the book`s innovative approach will also be of great interest to business executives and employees alike who wish to expand and strengthen their core competencies in marketing communication. [detailed...]

ISBN: 8763000660
Book size: ; Page extent: 358.

 

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Chris Fill
Marketing Communications : engagement, strategies and practice (4th Edition)

2005 y.
Publisher:
Description: Book Description Marketing Communications: engagement, strategies and practice uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject. Unlike most competing texts that describe the ?How? behind Marketing Communications, this book provides the ?Why? behind Marketing Communications. This book is suitable for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related programmes, and it is the essential text for those studying the Professional Diploma module, Marketing Communications. [detailed...]

ISBN: 0273687727
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Paul Copley
Marketing Communications Management : Concepts and Theories, Cases and Practices

2004 y.
Publisher:
Description: Book Description Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, `stop points`, vignettes, and casestudies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship. * Especially tailored to the higher [detailed...]

ISBN: 0750652942
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Paul Russell Smith, Jonathan Taylor
Marketing Communications: An Integrated Approach

2004 y.
Publisher:
Description: * Brand new edition of a best-selling textbook [detailed...]

ISBN: 0749442654
Book size: ; Page extent: 696.

 

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Chris Fill
Marketing Communications: Contexts, Strategies, and Applications

y.
Publisher:
Description: [detailed...]

ISBN: 0273655000
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Paul Pryor, Paul L. Pryor
Marketing Construction Services

y.
Publisher:
Description: Written for both seasoned professionals and industry novices, Marketing Construction Services provides a general overview, as well as a comprehensive understanding, of the projects, trades, money, and market processes of the construction industry. It is a `must read` for anyone working in and about this industry who wants to gain a better understanding of the various processes involved in acquiring and successfully completing a construction project. Written by a professional with nearly three decades of experience in operations and business development, Marketing Construction Services offers the reader a new understanding of market processes, strategic planning, and business development at all levels. Throughout, it provides a comprehensive treatment of contractual obligations, including all phases of construction, from owner requirements, to market niches, to planning, to the bidding process, to project completion and the ability to be paid, and being ready to receive the next [detailed...]

ISBN: 0831131454
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Susan K. Jones, Ted Spiegel
Marketing Convergence: How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies

y.
Publisher:
Description: [detailed...]

ISBN: 0538727195
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James R. Gregory, Jack Wiechmann
Marketing Corporate Image

y.
Publisher:
Description: A finely honed image is essential for positioning a company for maximum growth and is a powerful marketing asset. Marketing Corporate Image will help your students learn how to get the most impact from an image advertising budget. It includes tips on integrating websites and other media into corporate marketing efforts, and it provides recent case studies and examples of successful image advertising campaigns from well-known companies including General Electric, GTE, Xerox, and EastmanKodak. [detailed...]

ISBN: 0844233072
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