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Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness

by Jay Conrad, President Levinson

When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of...


Marketing Research with SAS Enterprise Guide

by Kristof Coussement, Nathalie Demoulin & Karine Charry

Marketing Research with SAS Enterprise Guide provides a detailed explanation of the SAS® Enterprise Guide software. Using 236 screen shots and based on a step-by-step approach and real managerial situations,...


The Changing MO of the CMO: How the Convergence of Brand and Reputation is Affecting Marketers

by MaryLee Sachs

Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making...


Innovation and Marketing in the Video Game Industry: Avoiding the Performance Trap

by David Wesley & Gloria Barczak

Based on their extensive research into the business and marketing strategies of the video game industry, David Wesley and Gloria Barczak consider how and why, in the search for the holy grail of high definition...


Marketing and Multicultural Diversity

by C.P. Rao

As populations become increasingly mobile and production is globalized, countries and regions around the world are becoming multicultural in social composition. Such multicultural market environments call for...


Healthcare Relationship Marketing: Strategy, Design and Measurement

by Ira J. Haimowitz

This is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. It contains descriptions of each aspect of pharmaceutical RM design and...


Premium by Design: How to Understand, Design and Market High End Products

by Marco Bevolo, Alex Gofman & Howard Moskowitz

Premium by Design is a thoroughly researched, well argued and well presented study that identifies how global business leaders have succeeded in achieving margins by design. Thanks to original tools and processes,...


Successfully Marketing Clinical Trial Results: Winning in the Healthcare Business

by Günter Umbach

Successfully Marketing Clinical Trials Results is a comprehensive guide for every marketing professional faced with the challenge of using marketing to convert scientific data into sales. The book offers you...


Memorable Customer Experiences: A Research Anthology

by Adam Lindgreen, Joëlle Vanhamme & Michael B. Beverland

"Experiential marketing changes everything!" claim the management gurus, but is it really so significant that not joining this race is dangerous? This research anthology investigates different angles of experiential...


The Principles of Islamic Marketing

by Baker Ahmad Alserhan

The Principles of Islamic Marketing provides a complete guide to the requirements an organization needs to follow when managing its entire marketing function within the Muslim market or when adapting part of...


Shopping 3.0: Shopping, the Internet or Both?

by Cor Molenaar

Retailers are in difficult times. The recession, global competition, government regulation and the growth of the Internet mean that costs are rising but margins are increasingly squeezed.

Cor Molenaar's Shopping...


Competitive Intelligence: Gathering, Analysing and Putting it to Work

by Christopher Murphy

Every business manager needs intelligence to find suppliers, mobilize capital, win customers and fend off rivals. Drawn from the author's own experiences and from a wide variety of disciplines, Competitive Intelligence...


CIM Coursebook Assessing the Marketing Environment

by Diana Luck

'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...


CIM Coursebook Marketing Information and Research

by Matthew Housden

'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...


CIM Coursebook Marketing Essentials

by Jim Blythe

'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...


Business Success Through Service Excellence

by Moira Clark & Susan Baker

The text is aimed at CEOs and all executive management, however the scope of the material will engage the entire organization. The authors identify the key ingredients of service excellence and show how leading...


CIM Revision Cards: Marketing Management in Practice 04/05

by Marketing Knowledge

Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured...


CIM Revision Cards: Marketing Research and Information 04/05

by Marketing Knowledge

Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured...


Destination Branding

by Nigel Morgan, Annette Pritchard & Roger Pride

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate...


Making Marketing Happen

by Brian Smith

'Making Marketing Happen' is prompted by needs of practising managers who have found the traditional marketing planning texts to be "fine in theory, but hard to apply to my special market". In short, it holds...