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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...


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...


Storytelling for User Experience

by Whitney Quesenbery & Kévin Brooks

We all tell stories. It's one of the most natural ways to share information, as old as the human race. This book is not about a new technique, but how to use something we already know in a new way. Stories help...


Validating Product Ideas

by Tomer Sharon

Want to know what your users are thinking? If you’re a product manager or developer, this book will help you learn the techniques for finding the answers to your most burning questions about your customers....


Interviewing Users

by Steve Portigal

Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing...


The User Experience Team of One

by Leah Buley

The User Experience Team of One prescribes a range of approaches that have big impact and take less time and fewer resources than the standard lineup of UX deliverables. Whether you want to cross over into user...


How to Carry Out Market Research

by 50MINUTES.Com

Ready to take your business to the next level? Find out everything you need to know about effective market research with this practical guide.

If you are considering setting up your own business, then market...


Which variables of governance can affect the risk of default of family businesses? A cross-country comparison between United Kingdom and Italy

by Olga Maria Stefania Cucaro

This study examines the association between some governance variables and the risk of default of family and non-family firms. The paper also discusses the nature of family control and the differences to non-family...


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...


Summary: Fail Fast or Win Big

by BusinessNews Publishing

The must-read summary of Bernhard Schroeder's book: "Fail Fast or Win Big: The Start-Up Plan for Starting Now".

This complete summary of the ideas from Bernhard Schroeder's book "Fail Fast or Win Big" shows that...


Summary: The Lean Product Playbook

by BusinessNews Publishing

The must-read summary of Dan Olsen's book: "The Lean Product Playbook: How to Innovate With Minimum Viable Products and Rapid Customer Feedback".

This complete summary of the ideas from Dan Olsen's book "The...