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Introduction to Marketing Concepts

by Graeme Drummond & John Ensor

Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding...


Management of Marketing

by Paul Reynolds & Geoff Lancaster

The text provides information on the core elements of the subject of marketing without the depth that often surrounds these to ensure that the basic concepts are easily identifiable and accessible. Students...


Market-Driven Thinking

by Arch G. G. Woodside

Market-Driven Thinking provides a useful mental model and tools for learning about how executives and customers think within marketplace contexts. When the need to learn about how executives and customer think...


Marketing Research for Managers

by Sunny Crouch & Matthew Housden

The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can...


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...


Marketing Through Search Optimization

by Alex Michael & Ben Salter

Search engine placement has become a key task for those engaged in website marketing because:

* Good positioning in search engines/directories dramatically increases visitor traffic.

* Optimizing search engine...


Nation Branding

by Keith Dinnie

Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques...


Offensive Marketing

by Hugh Davidson

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive,...


Product Marketing for Technology Companies

by Mark Butje

The author compresses his twenty years of experience to take a step-by-step approach to the product life-cycle, and covers areas such as:

* selecting target markets

* creating a positioning statement

* writing...


Services Marketing Management

by Peter Mudie & Angela Pirrie

Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with...


Supply Chain Strategies: Customer Driven and Customer Focused

by Tony Hines

Supply Chain Strategies: Customer Driven and Customer Focused highlights the main challenges facing organizations wanting to select, design and implement successful supply chain strategies in an increasingly...


Total E-mail Marketing

by Dave Chaffey

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author's successful formula,...


Eboot Camp: Proven Internet Marketing Techniques to Grow Your Business

by Corey Perlman

In this Web 2.0 era, small business owners are at a severe disadvantage because they have minimal, if any, knowledge, about Internet marketing. They also lack the budget to hire a top-notch web marketer. As...


Pow! Right Between the Eyes: Profiting from the Power of Surprise

by Andy Nulman

Pow! Radical new methods for reaching jaded, cynical consumers

Put simply, when it comes to your business, your new idea, even yourself, this book can be the difference between a "Who cares?" and a "Holy cow!"...


The Consumer Mind: Brand Perception and the Implications for Marketers

by Pepe Martinez

The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading...


The Conversation Company: Boost Your Business Through Culture, People and Social Media

by Steven Van Belleghem

The Conversation Company will help your organization become a business in which people are the key driver of growth, sharing engaging content and building the company's culture and business objectives.


Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

by Malcolm McDonald

Marketing Accountability is a groundbreaking new title by Malcolm McDonald and Peter Mouncey based on rigorous research. It introduces a new marketing metrics model that will enable marketing directors to measure...


A Quick Start Guide to Podcasting: Create Your Own Audio and Visual Material for iPods, Blackberries, Mobile Phones and Websites

by Mark Harnett

The Quick-Start Guide to Podcasting will help you understand the practical tasks that need to be completed in order to create easily downloable audio and visual material for the web.


Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

by Jonah Sachs

Does your brand tell a story?

In Winning the Story Wars, globally recognized storyteller, designer and entrepreneur Jonah Sachs argues that only those brands that tell values-driven stories through the right...


The Intention Economy: When Customers Take Charge

by Doc Searls

Caveat venditor—let the seller beware

While marketers look for more ways to get personal with customers, including new tricks with “big data,” customers are about to get personal in their own ways, with...