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The power of little ideas : a third way to innovate for market success

Tác giả: David Robertson, Kent Lineback

In this powerful, practical book, Wharton professor David Robertson illustrates how many well-known companies, including CarMax, GoPro, LEGO, Gatorade, Disney, USAA, Novo Nordisk, and many others, used this approach to stave off competitive threats and achieve great success. He outlines the ...

Principles of marketing : 17th ed.

Tác giả: Philip Kotler, Gary Armstrong

Part 1: Defining marketing and the marketing process; Part 2: Understanding the marketplace and consumer value; Part 3: Designing a customer value-driven strategy and mix; Part 4: Extending marketing.

Marketing strategy : text and cases : 6th ed.

Tác giả: O. C. Ferrell, Michael Hartline

Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping students learn to develop a customer-oriented market strategy and market plan. ...

Absolut book : the absolut vodka advertising story

Tác giả: Richard W. Lewis

Flip through the over 250 pages of magnificent bottle art featured in this beautiful graphic design book. This advertising book features 15 chapters each chronicling the long life of this world-famous glass art. In Absolute Book author, Richard Lewis of TBWA Chiat/Day, Absolut's advertising agency ...

Essentials of marketing research : a hands-on orientation

Tác giả: Naresh K. Malhotra

This text provides a better teaching and learning experience–for you and your students. It will help you to: Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management; ...