Business & economics / Marketing

Barron's Guide to Making Investment Decisions

by Douglas Sease & John Prestbo

Revised, expanded and updated--the new edition of the bestselling guide backed by the name people trust.

Deciding where and how to invest money can be almost as hard as earning it. That's why thousands of investors...

CIM Handbook of Strategic Marketing

by Colin Egan & Michael Thomas

The CIM Handbook of Strategic Marketing targets senior executives responsible for shaping and managing the company's strategic direction. The strategic dimensions of marketing management are emphasised along...

The Marketing Manual

by Michael Baker

The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples and mini-case studies, this book demonstrates how to prepare your marketing plan.

The Marketing...

Sales Management

by Chris Noonan

Sales Management is a complete and practical handbook for all involved in the field of selling. It is an essential source book, a complete sales management course and a consultant's detailed plan in one volume....

Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image

by Alex Simonson & Bernd H. Schmitt

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...

Understanding Customers

by Chris Rice

This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people...

Marketing Financial Services

by Mike Wright, Trevor Watkins & Christine Ennew

Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several...

On Great Service: A Framework for Action

by Leonard L. Berry

Improving service quality has finally become a top priority of management today, yet according to service quality expert Leonard Berry only a handful of companies have managed to determine exactly what to improve...

Leading Product Development: The Senior Manager's Guide to Creating and Shaping

by Steven C. Wheelwright

In their groundbreaking book Revolutionizing Product Development, Steven C. Wheelwright and Kim B. Clark demonstrated how project leaders for product development could apply new innovations to bring products...

Idea Of Civil Society

by Adam Seligman

As the countries of East-Central Europe struggle to create liberal democracy and the United States and other Western nations attempt to rediscover their own tarnished civil institutions, Adam Seligman identifies...

Marketing Services: Competing Through Quality

by Leonard L. Berry

Excellent service is the foundation for services marketing, contend Leonard Berry and A. Parasuraman in this companion volume to Delivering Quality Service. Building on eight years of research, the authors develop...

Service Breakthroughs

by James L. Heskett

What Do Citicorp, UPS and Marriott have in common? They are "breakthrough" service providers,

firms that changed the rules of the game in their respective industries by consistently meeting or exceeding customer...

Marketing High Technology

by William H. Davidow

Marketing is civilized warfare. And as high-tech products become increasingly standardized -- practically identical, from the customer's point of view -- it is marketing that spells life or death for new devices...