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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...


Absolute Value

by Itamar Simonson & Emanuel Rosen

Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision...


The Chasm Companion

by Paul Wiefels

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,...


Marketing and experiential consumption

by Claire Roederer

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...


Trade Marketing Focus

by Pa Basheer Bsc. Ma Mba

Businesses need to create a great product, but they also need to produce it in the right quantity and make it visible to right consumersand thats why in-house marketing is critical. In this guide, Basheer P.A,...


Effect of Training on Employees' Performance in Nigerian Banking Industry

by Olagunju Mary Mofoluwake

Employee training has been identified as an important factor in the survival of banking business, particularly in a globally competitive economy with uncertainty as in Nigeria. The Nigerian banking industry...


The Power of Belonging

by Said Aghil Baaghil

The book is rich with useful information both for marketing professionals and for people who are simply interested in how marketing works. In that regard, Baaghil provides a useful overview of everything you...


Pragmalytics

by Cesar A. Brea

The promise of marketing analytics in the age of Big Data is the ability to make your marketing efforts much more targetable, trackable, and testable. But in practice, realizing this promise is hard -- logically,...


Generation Reinvention

by Brent Green

Guidance you need to understand and embrace the nations most economically dominant generation. B. Joseph Pine II, coauthor, The Experience Economy and Authenticity The first book about Boomer men to integrate...


Technobrands

by Chuck Pettis

In TechnoBrands, Chuck Pettis introduces the first published step-by-step process for building brands. While modern day branding has been around for more than a centuryeverybody knows the power of names such...


Strategic Market Research

by Anne E. Beall

For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. That approach is the key in making a difference using...


Main Street Survival Guide for Small Businesses:

by Samuel K Burlum

Sam Burlum’s “Main Street Survival Guide for Small Businesses,” addresses the threats that plague a small businesses ability to succeed, and how to grow your business within the ever changing Main Street...


The Villager

by Feyi Olubodun

The Villager is essential reading for brand owners wishing to conquer new markets.

When Feyi Olubodun, CEO of one of West Africa’s leading creative agencies, witnessed one too many cases of brands failing in...


Creating Public Trust

by Barbara Kozuch & Zbyslaw Dobrowolski

The aim of this book is to outline an organisational perspective in exploring public trust. A public management model, adopted for ongoing considerations, covers both changes in public organisations themselves,...


Videography

by Hubert Knoblauch, René Tuma & Bernt Schnettler

This book provides an overview of the current state of video analysis, including the most recent developments in this rapidly growing field. It covers various methodological approaches. The authors address practical...


Sales Coaching by Benedict

by Karl Herndl

The starting point for this book was the author’s experience that much of what happens in sales happens randomly and incidentally. While searching for a proven structure he discovered the Rule of St Benedict,...


Commercial Integration between the European Union and Mexico

by Gerhard Niedrist

The economic integration between the European Union and Mexico is of strategic significance to both parts. The EU is Mexico’s second most important trading partner and an integral piece in the diversification...


Shopper Behavior at the Point of Purchase

by Toni Schmidt

This book explores two central aspects of shopper behavior at the POP: decision-making itself and how it is affected by in-store and out-of-store factors, with a focus on the role of in-store attention, post-decision...


Society 3.0

by Tracey Wilen-Daugenti

Higher education in the U.S. has traditionally prepared students for work and social success, but with families, work, and society itself undergoing revolutionary change, is this preparation sufficient to develop...


Dynamics of International Advertising

by Barbara Mueller

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.

With a balance of...