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Author: A. Baverstock
Publisher: Piatkus Books
ISBN: 9780749916275
Category : Marketing
Languages : en
Pages : 225
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Book Description
Using jargon-free language and case studies, the author provides a guide to the true scope of marketing, covering basic definitions of marketing, market research, the marketing plan, promotional mix, marketing mix, using external services, etc.
Author: A. Baverstock
Publisher: Piatkus Books
ISBN: 9780749916275
Category : Marketing
Languages : en
Pages : 225
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Book Description
Using jargon-free language and case studies, the author provides a guide to the true scope of marketing, covering basic definitions of marketing, market research, the marketing plan, promotional mix, marketing mix, using external services, etc.
Author: Drayton Bird
Publisher: Kogan Page Publishers
ISBN: 9780749447601
Category : Business & Economics
Languages : en
Pages : 452
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Book Description
Drayton Bird's Commonsense Direct and Digital Marketing is not only seen as the authority on direct marketing execution but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures needed to produce effective and profitable marketing across the direct marketing spectrum, from simple letter to focused web-based campaigns. For anyone involved in direct marketing, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.
Author: Alison BAVERSTOCK
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Author: H. Brad Antin
Publisher:
ISBN: 9780963723208
Category : Marketing
Languages : en
Pages : 183
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Book Description
Author: Kevin J. Clancy
Publisher: Simon and Schuster
ISBN: 0743205545
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.
Author: Drayton Bird
Publisher: Kogan Page Publishers
ISBN: 0749452072
Category : Business & Economics
Languages : en
Pages : 449
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Book Description
Drayton Bird's Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers. It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, no-nonsense style. The latest edition takes the book into new territory - the field of digital marketing. It gives the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum -from simple letter to focused web-based campaigns. For anyone involved in direct marketing, from junior marketer to senior manager, this book provides not just the structure for success but also an energising insight into the techniques behind some of the world's most successful direct marketing campaigns.
Author: Jack Trout
Publisher: John Wiley & Sons
ISBN: 0470475544
Category : Business & Economics
Languages : en
Pages : 198
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Book Description
This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.
Author: Rochelle Grayson
Publisher: John Wiley & Sons
ISBN: 1119713269
Category :
Languages : en
Pages : 386
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Book Description
Tomorrow's professionals need a practical, customer-centric understanding of marketing's role in business and critical thinking skills to help their organizations succeed. Applied Marketing, 1st Canadian Edition helps students learn practical, modern marketing concepts appropriate for the principles of marketing course by applying them to the latest business scenarios of relatable brands like This Bar Saves Lives and GoPro. This comprehensive yet concise text is co-authored by Professors Rochelle Grayson and Daniel Padgett and practitioner Andrew Loos, and blends current academic theory with an agency-owner perspective to help students get an insider's look at how top businesses operate. With many Canadian specific examples created specifically for this course, students can relate concepts learned in the classroom to marketing topics and events taking place in their backyard.
Author: Martin Lindstrom
Publisher: Simon and Schuster
ISBN: 1439172013
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.
Author: Drayton Bird
Publisher:
ISBN:
Category : Direct marketing
Languages : en
Pages :
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Book Description
