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Scientific Advertising

by Claude C. Hopkins

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood....


Value-based Marketing Strategy: Pricing and Costs for Relationship Marketing

by Santiago Lopez

This book offers novel methods for developing Value-based marketing strategies aimed at increasing revenue and profits. The Value concept relates all the benefits offered by a product with its price and the...


The Activation Imperative: How to Build Brands and Business by Inspiring Action

by Laurence Minsky, William Rosen & Rory Sutherland

In this actionable roadmap to improved marketing ROI, Rosen and Minsky show how businesses—from Fortune 500s to local entrepreneurs—can manage today’s complex and fragmented marketing landscape, respond...


Agile PR: Expert Messaging in a Hyper-Connected, Always-On World

by Marian Salzman & THE TEAM AT HAVAS PR

Public relations maverick Marian Salzman goes behind the scenes of creative power house Havas PR, revealing the newest, most effective tactics for championing brands, organizations, and causes. Punctuated by...


Not Just Numbers: Rediscovering the Promise and Power of Marketing Research

by Lawrence D. Gibson

In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multi-billion-dollar marketing research industry has largely failed. Not Just Numbers shows...


Not Just Numbers: Rediscovering the Promise and Power of Marketing Research

by Lawrence D. Gibson

In this provocative and insightful book, highly regarded marketing research expert Lawrence Gibson argues that the multi-billion-dollar marketing research industry has largely failed. Not Just Numbers shows...


Business Branding for the Non-Designer: A Simple Guide to Brand Your Business Like a Pro

by Chrissy Carpenter

TAKE CONTROL OF YOUR BRAND

Think you need a large budget and a giant marketing firm to brand your business? Not so fast. 

This guide breaks branding down into easy-to-understand, easy-to-execute steps, giving...


The Growth Code: The Key to Unlocking Sustainable Growth in any Modern Business

by Buckley Barlow

The Growth Code was written for forward-thinking, growth-oriented organizations and teams that are committed to building, growing, and improving the digital leaders of tomorrow. It’s a handbook for anyone...


Creativity and Data Marketing: A Practical Guide to Data Innovation

by Becky Wang

Addresses the need to analyze data creatively to yield fresh and robust insights and then to leverage that insight creatively.


Pharmaceutical Market Access in Emerging Markets

by Güvenç Koçkaya & Albert Wertheimer

The definition of Market Access was first reported by the World Trade Organization as “to open markets for trade and improve transparency, reciprocity, and non-discrimination in international trade”. Pharmaceutical...


Ladders & Trampolines

by Musa Kalenga

Dynamic young business marketer and strategist Musa Kalenga introduces us to Ladders and Trampolines, his model for how to be effective in the competitive arena of contemporary marketing. The concept of a Ladder...


Word of Mouth and Social Media

by Allan J. Kimmel & Philip J. Kitchen

This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers - known as word of mouth (WOM)...


The Internet of Things and Business

by Martin De Saulles

The internet of things (IoT) has the potential to change how we live and work. It represents the next evolution of the computing revolution and will see the embedding of information and communication technologies...


Fans on Fire! : How to Skyrocket Your Leads, Sales, and Reputation with the Most Trusted Form of Marketing

by Tom P Kenemore

Want to scare an entrepreneur? Have them do an online search on their business name followed by “reviews”!

Online reviews may be scary, but 9 out of 10 sales are influenced by online reviews. What will you...


UnMarketing

by Scott Stratten & Alison Stratten

UnMarket to build trust and make lifelong customers!

In 2009, Scott Stratten and Alison Stratten wrote the bestselling UnMarketing: Stop

Marketing, Start Engaging and began a journey that would take them around...


Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

by Roger J. Baran & Robert J. Galka

This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy....


Internet Retailing and Future Perspectives

by Eleonora Pantano, Bang Nguyen & Charles Dennis

Since the first edition of this landmark textbook, online shopping has grown exponentially to the point that it now threatens to eclipse the high street. With online retail offering both advantages and challenges...


Frameworks for Market Strategy

by Noel Capon & Frank Go

Frameworks for Market Strategy: European Edition helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight...


Pioneering African-American Women in the Advertising Business: Biographies of MAD Black WOMEN

by Judy Foster Davis

Much has been written about the men and women who shaped the field of advertising, some of whom became legends in the industry. However, the contributions of African-American women to the advertising business...


Qualitative Research in Digital Environments: A Research Toolkit

by Alessandro Caliandro & Alessandro Gandini

This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces. This "Digital Ethnography" is unlike commonly used traditional methodological strategies, which are...