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Events Sponsorship

by Ian McDonnell & Malcolm Moir

This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both...


Social Media, Sociality, and Survey Research

by Craig A. Hill, Elizabeth Dean & Joe Murphy

Provides the knowledge and tools needed for the future of survey research

The survey research discipline faces unprecedented challenges, such as falling response rates, inadequate sampling frames, and antiquated...


Neuromarketing in Action: How to Talk and Sell to the Brain

by Patrick M Georges, Anne-Sophie Bayle-Tourtoulou & Michel Badoc

Providing a focused and in-depth examination of the field of marketing research that studies consumers' sensorimotor, cognitive and affective responses to marketing stimuli, Neuromarketing in Action is the first...


The 20 Ps of Marketing: A Complete Guide to Marketing Strategy

by David Pearson

Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterised by the demand for constant...


Market New Products Successfully: Using Simulated Test Market Technology

by Kevin J. Clancy, Peter C. Krieg & Marianne McGarry Wolf

Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product...


Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

by Benji Rabhan

A holistic approach to conversion rate optimization that encompasses an entire business—online and offline—to drive more sales and referrals, and increase bottom-line profits

In order for your business to...


The Effortless Experience: Conquering the New Battleground for Customer Loyalty

by Matthew Dixon, Nick Toman & Rick DeLisi

Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong?

In their acclaimed bestseller The Challenger...


Branding to Differ: The Brand Building Handbook for Business Leaders.

by Jean-Luc Ambrosi

In Branding to Differ, Jean-Luc Ambrosi provides a practical and comprehensive look at best practice branding for those requiring a real understanding of brand development and management. Ambrosi demonstrates...


Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success

by Neal Schaffer

Create and maintain a successful social media strategy for your business

Today, a large number of companies still don't have a strategic approach to social media. Others fail to calculate how effective they are...


Political Marketing: Strategic 'Campaign Culture': Strategic 'Campaign Culture'

by Kostas Gouliamos, Antonis Theocharous & Bruce I. Newman

A guiding principle in creating Political Marketing has been to examine the ways in which culture, politics, and society interrelate in the field of political marketing. In the course of the book, the editors...


International Marketing

by Stanley Paliwoda & Michael Thomas

The third edition of an established text, this book provides comprehensive treatment of international marketing issues and includes expanded coverage of Eastern Europe and the Pacific Rim.

New for this edition...


Marketing and Feminism: Current Issues and Research

by Miriam Catterall, Pauline Maclaran & Lorna Stevens

This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions...


Pocket Guide to TQM

by John S Oakland & Peter Morris

Another new book in the popular and original series of pictorial guides - John Oakland cuts through the complex concepts and confusing jargon associated with implementing Total Quality, and Peter Morris presents...


Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

by Daniel Rowles

Having become the ultimate social device, and as users drift away from TVs and computer screens, the mobile offers radical new challenges for the marketer. But how do you design and implement an effective digital...


Multichannel Marketing Ecosystems: Creating Connected Customer Experiences

by Markus Stahlberg & Ville Maila

With dramatic changes in consumer behaviour - from online shopping to the influence of social media - marketers are finding it harder than ever to coordinate, prioritize and integrate the latest interactive...


Brand esSense: Using Sense, Symbol and Story to Design Brand Identity

by Neil Gains

Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Neil Gains shows both the science and the practical applications...


Motherhood, Markets and Consumption: The Making of Mothers in Contemporary Western Cultures: The Making of Mothers in Contemporary Western Cultures

by Stephanie O'Donohoe, Margaret Hogg & Pauline Maclaran

It takes more than a baby to make a mother, and mothers make more than babies. Bringing together a range of international studies, Motherhoods, Markets and Consumption examines how marketing and consumer culture...


Ratings Analysis: Audience Measurement and Analytics

by James Webster, Patricia Phalen & Lawrence Lichty

This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the...


Promoting and Marketing Events: Theory and Practice

by Nigel Jackson

This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to understand marketing, but it is also...


Advertising in a Digital Age: Best Practices for Adwords and Social Media Advertising

by Gabriela Taylor

If your customers are spending more and more time online, why aren't you advertising there? Do you think it's too expensive, too confusing, too hard to reach your target market? If your business is already active...