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Dimensions of experience as a key to successful experiential strategies
First discussed in the seminal articles by Holbrook and Hirschman, the experiential approach attempts to understand individuals’ reactions...
Questionnaires are vital for the market researcher: they draw accurate information from respondents, give structure to interviews, provide a standard form on which facts, comments and attitudes can be recorded,...
Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business....
Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. But most marketing plans are a waste...
Data Insights offers multi-disciplinary perspectives and useful information about how visualizations can open your eyes to data. This thought-provoking book takes a conversational approach to presenting an overview...
The ability to effectively connect to the needs of others dramatically impacts profitability, productivity, and motivation in any industry. This guide features the information readers need to communicate effectively...
This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers...
The same critical information top business schools teach
Based on Professor Stralser's popular seminar series, MBA in a Day? is specifically designed for the busy professional (physician, attorney, architect,...
In today's competitive and global marketplace, it is becoming increasingly essential for companies and brands to understand why customers buy—or don't buy—their products and services. Only by understanding...
'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...
'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...
A Groundbreaking Pricing Model for the New Business Landscape
Why would any customer choose Brand X over Brand Y, regardless of price? In a word: Value.
When customers feel they are getting good value from your...
Music, Movies, Meanings, and Markets focuses on macromarketing-related aspects of film music in general and on the cinemusical role of ambi-diegetic jazz in particular.? The book examines other work on music...
If you're in the business of marketing or developing products and programs for kids, What Kids Buy and Why belongs in your office.
How can you create outstanding products and programs that will win in the marketplace...
The tools you need to identify, obtain, record, and analyze data
Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most...
Have you always wanted to "master" Twitter to boost your business or non-profit but didn't have the know-how to get started?
The Checklist Book: Twitter is a condensed, "just give me the good stuff" book designed...
In The Chasm Companion, The Chasm Group's Paul Wiefels presents readers with a new analysis of the ideas introduced in bestselling author Geoffrey Moore's classic books, Crossing the Chasm and Inside the Tornado,...
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding
Smart and accessible, The 22 Immutable Laws of Branding is the...
Discover the forces driving the decisions of today's most sought after consumers
According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY...
"Shiny Objects Marketing has given us a dramatic new insight into what our customers want and how to make our service a shiny object."
–Michael Purcell, Senior Vice President, Product Development, Global Cash...
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