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Marketing for Growth: The Role of Marketers in Driving Revenues and Profits

by The Economist & Iain Ellwood

The Economist: Marketing for Growth is a guide to how marketing can and should become a business’s most important driver of growth. Marketers play a crucial role in generating revenue, and they can play an...


Crossing the Chasm, 3rd Edition

by Geoffrey A. Moore

The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing

In Crossing the Chasm, Geoffrey A. Moore shows that in the...


Word-of-Mouth Advertising Online and Off: How to Spark Buzz, Excitement, and Free Publicity for Your Business or Organization -- With Little or No Mon

by Lynn Thorne

Word-of-Mouth Marketing, WOMM as it is commonly known, is the least expensive form of advertising and often the most effective. People believe what their friends, neighbors, and online contacts say about you,...


Obstructive Marketing: Restricting Distribution of Products and Services in the Age of Asymmetric Warfare

by Maitland Hyslop

In Obstructive Marketing, Maitland Hyslop deals with a very negative kind of activity which embraces activities, legal or otherwise, designed to prevent or restrict the distribution of a product or service,...


The Routledge Handbook of Hospitality Management

by Ioannis S Pantelidis

Hospitality is an industry characterised by its complex nature and numerous sectors including hotels, hostels, B&Bs, restaurants, pubs, nightclubs and contract catering. However, despite its segmentation, there...


Creativity Research: An Inter-Disciplinary and Multi-Disciplinary Research Handbook

by Eric Shiu

Compared to its 'cousin' innovation, academic research on creativity has been less well covered in journals and books. This is despite the fact that creativity has a profound role in many different subject...


Segmentation, Revenue Management and Pricing Analytics

by Tudor Bodea & Mark Ferguson

The practices of revenue management and pricing analytics have transformed the transportation and hospitality industries, and are increasingly important in industries as diverse as retail, telecommunications,...


Power Branding

by Steve McKee

Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running...


Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

by Tim Halloran

A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren’t just using these brands. They are...


The Best Digital Marketing Campaigns in the World II

by Damian Ryan

In the second collection of The Best Digital Marketing Campaigns in the World, bestselling author Damian Ryan presents an international showcase of the most successful digital marketing campaigns in recent history.Full...


The 'Made in Germany' Champion Brands: Nation Branding, Innovation and World Export Leadership

by Ugesh A. Joseph

Germany's economic miracle is a widely-known phenomenon, and the world-leading, innovative products and services associated with German companies are something that others seek to imitate. In The 'Made in Germany'...


The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand

by Ekaterina Walter & Jessica Gioglio

Attention is the new commodity. Visual Storytelling is the new currency.

  • Human brain processes visuals 60,000x faster than text.
  • Web posts with visuals drive up to 180% more engagement than those without.
  • Viewers...


The Complete Guide to Affiliate Marketing on the Web: How to Use It and Profit from Affiliate Marketing Programs

by Bruce C Brown

Affiliate marketing is a highly profitable online advertising method in which Web site merchants pay independent third parties to promote the products or services of an advertiser on their Web site. Affiliate...


Increase Online Sales Through Viral Social Networking: How to Build Your Web Site Traffic and Online Sales Using Facebook, Twitter, and LinkedIn...In

by Stephen Woessner

Get social and get sold! This book is your complete guide to increasing your online conversion rate by as much as 780 percent and your website traffic by 20 percent or more by gaining access to millions of potential...


Stickier Marketing: How to Win Customers in a Digital Age

by Grant Leboff

In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky....


Brand and Talent

by Kevin Keohane

Many books talk about brand, still more about talent, yet leading organizations are realising their identity as a service/product provider is virtually inseparable from their identity as a place that attracts,...


Aaker on Branding: 20 Principles That Drive Success

by David Aaker

Aaker on Branding provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and...


Building Your Brand: A Practical Guide for Nonprofit Organizations

by Michele Levy

Whether they acknowledge it or not, every nonprofit organization has a brand. Making that brand as strong as possible is a crucial component of delivering on the mission. As nonprofit leaders have begun to understand,...


What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

by Denise Lee Yohn

Discover proven strategies for building powerful, world-class brands

It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic...


Measuring the Impact of Pricing: Calculating Roi and Making the Business Case: Measuring the Impact and Making the Business Case

by Stephan Liozu & Andreas Hinterhuber

As with executives and managers in so many other business functions, pricing specialists are being challenged more and more to substantiate the added value of their activities. Pricing is a core function of...