A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working.
The family business has been the most prevalent and pervasive form of business in many countries and raises particular questions concerning succession and governance and in particular the relationships between management, board members and family members.
The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society.
From the novels of Anne Rice to The Lost Boys, from The Terminator to cyberpunk science fiction, vampires and cyborgs have become strikingly visible figures within American popular culture, especially youth culture.
Conventional economic theory assumes that consumers are fully rational, that they have well-defined preferences and easily understand the market environment.
Conventional economic theory assumes that consumers are fully rational, that they have well-defined preferences and easily understand the market environment.
Consumer Credit and the American Economy examines the economics, behavioral science, sociology, history, institutions, law, and regulation of consumer credit in the United States.
Consumer Credit and the American Economy examines the economics, behavioral science, sociology, history, institutions, law, and regulation of consumer credit in the United States.
This volume provides the fundamentals needed to understand the various explanatory systems and methodologies used in the behavior sciences and to evaluate their findings, in particular the literature and findings on buyer behavior.
Advocates of consumer safety regulation, an active and controversial area of public policy in the United States, contend that markets do not adequately protect the interests of vulnerable consumers; market traditionalists respond that public agencies increasingly make risk/safety decisions that individual citizens ought to be making for themselves.
A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts.
In the past few decades, economic analysis of law has been challenged by a growing body of experimental and empirical studies that attest to prevalent and systematic deviations from the assumptions of economic rationality.
In the past few decades, economic analysis of law has been challenged by a growing body of experimental and empirical studies that attest to prevalent and systematic deviations from the assumptions of economic rationality.
Over the last four decades, debt, bankruptcy, and home foreclosures have risen to epidemic levels, and the personal savings rate has sunk dangerously low.
Over the last four decades, debt, bankruptcy, and home foreclosures have risen to epidemic levels, and the personal savings rate has sunk dangerously low.
Like all aspects of society, public health practice has been fundamentally changed by the emergence of electronic and social media as centerpieces of human communication and connection.
Like all aspects of society, public health practice has been fundamentally changed by the emergence of electronic and social media as centerpieces of human communication and connection.
Align Strategy With Metrics Using Social Monitoring Best Practices Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately.
Discover All the Advantages of Using Design for Six Sigma to Develop and Build Customer Value-Based Products Voice of the Customer Capture and Analysis equips Six Sigma you with the skills needed to create and deploy surveys, capture real customers need with ethnographic methods, immediately analyze the results, and coordinate and drive responsive actions.
THE ESSENTIAL MARKETING WISDOM OF PETER DRUCKER"e;Bill Cohen has done us a wonderful service by faithfully combing through Peter Drucker's vast writings and weaving together Peter's thoughts on marketing.
The purpose of this book is to present a comprehensive review of the latest research and development trends at the international level for modeling and optimization of the supplier selection process for different industrial sectors.
Eine der wichtigsten Aufgaben der Marktforschung ist es, die Marktentwicklungen so zu lesen, dass das eigene Unternehmen sie zu seinem Zwecke nutzen kann.
This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions.
Discover how Brooks Running Company CEO Jim Weber transformed a failing business into a billion-dollar brand in the ultracompetitive global running market.
