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Marketing Strategy Masterclass

by Paul Fifield

The very best business isn't born out of hunches, macho tactical skirmishing or simply 'being busy', but is the product of careful calculation and understanding customers' needs, wants and aspirations. Marketing...


Customer Relationship Management

by Francis Buttle

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies...


Managing Imitation Strategies

by Steven P. Schnaars

Pioneers -- those innovative "first movers" who enter markets before competitors - are often deified as engines of economic growth while imitators are generally scorned as copycats and shameful followers. But...


Marketing to Generation X

by Karen Ritchie

As so-called baby boomers age, there has arisen a new generation to be categorized, characterized, analyzed, stereotyped, written about, targeted, and advertised and sold to. And apparently none of this can...


Be Your Own Sales Manager: Strategies And Tactics For Managing Your Accounts, Your Territory, And Yourself

by Tony Alessandra, Jim Cathcart & John Monoky

Be Your Own Sales Manager puts the most up-to-date management techniques at your fingertips, offering smart strategies designed to give you a competitive edge.

In today's fast-moving, fiercely competitive markets,...


BRAND sense

by Martin Lindstrom & Philip Kotler

In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently...


Habit: The 95% of Behavior Marketers Ignore

by Neale Martin

This is the eBook version of the printed book.

Habit begins with a revolutionary premise–95% of human behavior is controlled by the unconscious mind. This fact exposes the central flaw in marketing theory,...


Yes!

by Noah J. Goldstein, Steve J. Martin & Robert B. Cialdini

Small changes can make a big difference in your powers of persuasion

What one word can you start using today to increase your persuasiveness by more than fifty percent?

Which item of stationery can dramatically...


Buying In: The Secret Dialogue Between What We Buy and Who We Are

by Rob Walker

Brands are dead. Advertising no longer works. Consumers are in control. Or so we're told. In Buying In, Rob Walker argues that this accepted wisdom misses a much more important cultural shift, including a practice...


CIM Coursebook 08/09 Assessing the Marketing Environment

by Diana Luck

BH CIM Coursebooks are officialy endorsed by CIM and independently reviewed. They are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding...


CIM Coursebook Introductory Certificate in Marketing

by Neil Botten & David Harris

'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of...


Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them

by Michael J. Silverstein

Trading up isn?t just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria?s Secret. Or a young professional buys only Kendall-Jackson premium...


Marketing Research for Non-Profit, Community and Creative Organizations

by Bonita Kolb

'Marketing Research for Non-profit, Community and Creative Organizations' is a comprehensive guide to conducting research methods within the non-profit sector. Highly practical, the purpose of the book is two-fold....


The She Spot: Why Women Are the Market for Changing the World-And How to Reach Them

by Lisa Witter & Lisa Chen

Offers concrete, field-tested advice for helping nonprofits, social advocacy organizations, and political campaigns connect more effectively with women Includes examples from both the for-profit and non-profit...


Strategic Integrated Marketing Communications

by Larry Percy

This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to...


The Marketing Plan Handbook: Develop Big Picture Marketing Plans for Pennies on the Dollar

by Robert Bly

Successful marketing consultant Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks and reveals the12 critical steps necessary to build a practical marketing plan that...


Data Mining and Market Intelligence for Optimal Marketing Returns

by Susan Chiu & Domingo Tavella

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use...


Emarketing Excellence

by PR Smith & Dave Chaffey

eMarketing eXcellence third edition has been completely revised and updated to help you create effective and up-to-date customer-centric e-marketing plans.

A hugely successful practical guide to creating and...


Networking Like a Pro: Turning Contacts Into Connections

by Ivan Misner & David Alexander

Networking master and New York Times bestselling author Dr. Ivan Misner along with David Alexander, and Brian Hilliard teach entrepreneurs how to master the art of networking. Introducing an exclusive results-measuring...


Stopwatch Marketing: Take Charge of the Time When Your Customer Decides to Buy

by John Rosen & AnnaMaria Turano

How long does it take to buy a loaf of bread? A pair of shoes? A car?

These are trick questions. Imagine a hundred potential customers in the same store, each holding a stopwatch. Some of their stopwatches are...