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Laddering unlocking the potential of consumer behavior

Tác giả: Eric V Holtzclaw

Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever growing choices and a shrinking decision ...

Professional services marketing : how the best firms build premier brands, thriving lead generation engines, and cultures of business development success : 2nd ed.

Tác giả: Mike Schultz, John E Doerr

A proven, experience tested, research based approach to marketing for professional services firms Professional Services Marketing is a field tested and research-based approach to marketing and client development for professional services firms.

Content to commerce : engaging consumers across paid, owned and earned channels

Tác giả: Avi Savar

This book offers a clear approach to social media marketing for both big and small brands alike. Shows how to turn shallow, wide, and short term projects into deep, narrow, and long term engagements Explains how to prioritize with a clear escalation path in order to drive big, significant, and ...

Statistics for marketing and consumer research

Tác giả: Mario Mazzocchi

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to replicate examples and with exercises ...

Marketing management : a strategic decision making approach

Tác giả: Harper W Boyd, Orville C. Walker, John W. Mullins

Designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned.