cim coursebook 0708 marketing in practice



Intelligent Business: Advanced: Coursebook CDs (аудиокурс на 2 CD) Intelligent Business: Advanced: Coursebook CDs (аудиокурс на 2 CD) Новинка

Intelligent Business: Advanced: Coursebook CDs (аудиокурс на 2 CD)

Learn Business: Topic-based Coursebook provides an accessible introduction to key concepts in today's business world; Informative and up-to-date authentic material from the Economist; Fully benchmarked alongside the Cambridge ВЕС exam suite and Common European Framework; Workbook with extensive exam practice and ВЕС Preliminary Practice Test; Thorough writing support in dedicated Style Guide booklet.
CIM The The Marketing Century. How Marketing Drives Business and Shapes Society CIM The The Marketing Century. How Marketing Drives Business and Shapes Society Новинка

CIM The The Marketing Century. How Marketing Drives Business and Shapes Society

2949.38 руб. или Купить в рассрочку!
Written to celebrate the Institute's centenary, The Marketing Century explains: how the key elements of marketing have developed; how the various aspects of marketing contribute to performance; what it is that great marketers do; and how the discipline of marketing may develop in the future. While The Marketing Century describes the years since 1911 it also describes the 21st Century: a time when the ability to understand and connect with customers is more rewarding, complex and valuable than ever. It explains: The three forces shaping the past, present and future of marketing: globalization, technology and ethics How people behave and connect – and how businesses can benefit from these insights The need to manage for the long-term as well as the short-term Marketing's impact on business strategy and leadership The last 100 years have seen a rapid rise in the impact of marketing. It is an activity which has grown in scope and significance, with more people than ever before now engaged in the exciting, fast-changing world of marketing. The development of the Chartered Institute of Marketing closely reflects the growth and progress of business in general and marketing in particular. Just as marketing has developed as an activity that is highly valued, varied and vital in its contribution to business success, so the Institute’s work has expanded as an indispensable source of insight, guidance and practical support. The Marketing Century provides expert analysis of some of the most significant developments in marketing of the last 100 years – and the next 100. Each chapter looks at the past, present and future of a different area of marketing, with chapters covering: Strategic Marketing (Martha Rogers and Don Peppers) Customer Relationship Management (Merlin Stone) Segmentation (Malcolm McDonald) Innovation (John Saunders and Veronica Wong) Public Relations (Paul Mylrea) Branding (Graham Hales) Advertising (Jonathan Gabay) Digital Marketing (Philip Sheldrake) Sales and Business Development (Beth Rogers) Sustainability (John Grant) Internal Marketing (Keith Glanfield) Social Marketing (Paul White and Veronica Sharp) Each chapter explains: How the subject has developed What is currently ‘best practice’ How this aspect of marketing connects with other topics The influences and trends shaping the future
Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them Новинка

Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them

5433.07 руб. или Купить в рассрочку!
Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on the very latest research on: Planning for integrated marketing communications and digital marketing Developing multichannel strategy Developing the CRM plan Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. «It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning.» —Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York «I am extremely impressed by the step lucidity of what is presented.» —Dr D. H. Eaton, North Carolina University «A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing.» —Kenneth Simmonds, Professor of Marketing and International Business, London Business School «Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!» —John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio
Lifestyle: Upper-Intermediate: Workbook (+ CD) Lifestyle: Upper-Intermediate: Workbook (+ CD) Новинка

Lifestyle: Upper-Intermediate: Workbook (+ CD)

The Elementary Workbook contains further practice of areas covered in the corresponding units of the Coursebook. It is designed to provide practice activities for personal study and an answer key is included so that students can check their progress.
Elizabeth Gray, Virginia Evans Welcome Plus 3: Vocabulary and Grammar Practice Elizabeth Gray, Virginia Evans Welcome Plus 3: Vocabulary and Grammar Practice Новинка

Elizabeth Gray, Virginia Evans Welcome Plus 3: Vocabulary and Grammar Practice

Welcome plus 3 Vocabulary & Grammar Practice is specially designed to help pupils consolidate and reinforce the vocabulary and structures presented in the main coursebook. Welcome plus 3 - дополнение к первой половине курса Welcome 2.
David Diana P. Marketing for the Mental Health Professional. An Innovative Guide for Practitioners David Diana P. Marketing for the Mental Health Professional. An Innovative Guide for Practitioners Новинка

David Diana P. Marketing for the Mental Health Professional. An Innovative Guide for Practitioners

Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners «This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places.» —Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic «David's book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision.» —Melinda Edwards, MD, Psychiatrist A hands-on guide to building a successful mental health practice There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice. Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on: Using customer-based selling to create a thriving practice Developing effective strategies for engaging clients, building credibility, and earning loyalty Identifying true prospects that will lead to long-term success Using power, influence, and persuasion to help grow your practice Creating an impression and being remembered Using Internet technology to start a conversation and build relevance A practical guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that «best in class» organizations and sales/marketing professionals use to generate an increase in market share, financial wealth, and overall achievement.
Malcolm McDonald Marketing Plans for Services. A Complete Guide Malcolm McDonald Marketing Plans for Services. A Complete Guide Новинка

Malcolm McDonald Marketing Plans for Services. A Complete Guide

4940.33 руб. или Купить в рассрочку!
Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing. “Marketing Plans for Services is clearly the premier text in the field. From an explanation of ‘why’ services are driving all marketing activities to ‘measuring the results’, and all things in between, this new and updated text explains why and how ‘services’ are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success.” Professor Don Schultz, Northwestern University “McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a ‘must have’ book that should be on the desk of any forward-thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers “Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical ‘how to’ skills to successfully implement strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian
Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative Новинка

Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative

1811.02 руб. или Купить в рассрочку!
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design «continuous» marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
Elizabeth Gray, Virginia Evans Welcome Plus 1: Vocabulary and Grammar Practice Elizabeth Gray, Virginia Evans Welcome Plus 1: Vocabulary and Grammar Practice Новинка

Elizabeth Gray, Virginia Evans Welcome Plus 1: Vocabulary and Grammar Practice

"Welcome plus 1 Vocabulary & Grammar Practice" is specially designed to help pupils consolidate and reinforce the vocabulary and structures presented in the main coursebook. Key features Lexical and grammar exercises for each unit. Clear and brief explanation of the structures. Handwriting Practice. Welcome plus 1 - дополнение к первой половине курса Welcome 1.
Malcolm McDonald Marketing and Finance. Creating Shareholder Value Malcolm McDonald Marketing and Finance. Creating Shareholder Value Новинка

Malcolm McDonald Marketing and Finance. Creating Shareholder Value

4180.28 руб. или Купить в рассрочку!
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
Wavelength Elementary: Workbook Wavelength Elementary: Workbook Новинка

Wavelength Elementary: Workbook

Reinforces the structures and language already covered in the Coursebook "Extend Your..." pages (optional) offer students more challenging practice in reading and writing skills and structures
First Expert: Coursebook (+ 2 CD) First Expert: Coursebook (+ 2 CD) Новинка

First Expert: Coursebook (+ 2 CD)

"First Expert" coursebook supports students by giving them: A wide range of stimulating and up-to-date topics; Self-contained lessons which can be taught in any order; Task analysis activities to encourage self-evaluation and better understanding of key language; Extensive grammar, vocabulary and exam practice activities; Strategies for approaching exam task types.
First Expert: Coursebook with MyEnglishLab (+ 2 CD) First Expert: Coursebook with MyEnglishLab (+ 2 CD) Новинка

First Expert: Coursebook with MyEnglishLab (+ 2 CD)

"First Expert" coursebook supports students by giving them: A wide range of stimulating and up-to-date topics; Self-contained lessons which can be taught in any order; Task analysis activities to encourage self-evaluation and better understanding of key language; Extensive grammar, vocabulary and exam practice activities; Strategies for approaching exam task types.
Global: Coursebook: Pre-intermediate Level Global: Coursebook: Pre-intermediate Level Новинка

Global: Coursebook: Pre-intermediate Level

"global" is a ground-breaking 6-level adult course for today's learners of English. It enables you to learn English as it is used in our globalised world, to learn through English using information-rich topics and texts, and to learn about English as an international language. "global" offers a comprehensive range of interactive digital components for use in class, out of class and even on the move. These include extra listening, video material and online practice. The "global" coursebook is also available in a fully interactive digital version with embedded multimedia assets.
Marketing Marketing Новинка

Marketing

Professor Richard Sandhusen's brand - new and important fourth edition of Marketing explains how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems - decision support, relationship marketing, integrated marketing communication, and balanced scorecard - receive detailed analysis in this extensively updated book, which also gives more comprehensive coverage to all aspects of the global marketplace than other currently-available textbooks on the subject. Here is vital information for students soon entering business in today's ever more globally competitive world. Marketing presents a realistic hypothetical company as it faces business challenges and opportunities on a day-by-day basis. Although solidly grounded in marketing theory, the book explains marketing strategies within this realistic setting, showing many of the business tactics and decisions students are likely to confront in their own careers. The fictitious company's domestic and international marketing strategies are explained and analyzed, and real-world examples of successful marketing campaigns by different kinds of companies are also included. Each chapter ends with an overview of essential concepts and match-up exercises that review the text's material. Here is a popular and accessible new addition to Barron's respected Business Review Series.
Andy Bird The Growth Drivers. The Definitive Guide to Transforming Marketing Capabilities Andy Bird The Growth Drivers. The Definitive Guide to Transforming Marketing Capabilities Новинка

Andy Bird The Growth Drivers. The Definitive Guide to Transforming Marketing Capabilities

3880.76 руб. или Купить в рассрочку!
The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric marketing to drive growth. The authors explain what world-class marketing means in practice and reveal the power of strategic marketing as a dynamic propeller of growth. Each chapter includes a summary, a separate in-depth case study, a range of illustrative real-life examples and some practical tools based on the work of leading practitioners in this pioneering field, as well as relevant diagrams and pictures.
Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know Новинка

Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know

2263.78 руб. или Купить в рассрочку!
The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
Elizabeth Gray, Virginia Evans Welcome Plus 5: Vocabulary and Grammar Practice Elizabeth Gray, Virginia Evans Welcome Plus 5: Vocabulary and Grammar Practice Новинка

Elizabeth Gray, Virginia Evans Welcome Plus 5: Vocabulary and Grammar Practice

Welcome plus 5 Vocabulary & Grammar Practice is specially designed to help pupils consolidate and reinforce the vocabulary and structures presented in the main coursebook. Key features Lexical and grammar exercises for each unit Clear and brief explanation of the structures Check your Progress. Welcome plus 5 - дополнение к первой половине курса Welcome 3.
Move: Coursebook: Upper-Intermediate Level (+ CD-ROM) Move: Coursebook: Upper-Intermediate Level (+ CD-ROM) Новинка

Move: Coursebook: Upper-Intermediate Level (+ CD-ROM)

This course has a communicative syllabus that helps students express themselves in English. It has a flexible modular approach with practical everyday topics and plenty of practice and review material.
Tang Tang Strategic Social Media. From Marketing to Social Change Tang Tang Strategic Social Media. From Marketing to Social Change Новинка

Tang Tang Strategic Social Media. From Marketing to Social Change

3416.62 руб. или Купить в рассрочку!
Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold
Brian Lange M. Dental Practice Transition. A Practical Guide to Management Brian Lange M. Dental Practice Transition. A Practical Guide to Management Новинка

Brian Lange M. Dental Practice Transition. A Practical Guide to Management

6079.69 руб. или Купить в рассрочку!
Dental Practice Transition: A Practical Guide to Management, Second Edition, helps readers navigate through options such as starting a practice, associateships, and buying an existing practice with helpful information on business systems, marketing, staffing, and money management. Unique comprehensive guide for the newly qualified dentist Covers key aspects of practice management and the transition into private practice Experienced editorial team provides a fresh, balanced and in-depth look at this vitally important subject New and expanded chapters on dental insurance, patient communication, personal finance, associateships, embezzlement, and dental service organizations
Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know Новинка

Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know

1937.15 руб. или Купить в рассрочку!
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
Move: Intermediate (аудиокурс на 2 CD) Move: Intermediate (аудиокурс на 2 CD) Новинка

Move: Intermediate (аудиокурс на 2 CD)

Move is a five-level course for adults and young adults. Each level of contains: A Coursebook with three 15-hour modules and helpful practice and reference sections An interactive CD-ROM; A comprehensive Teacher's Book; A Class CD set; This Class CD set includes all Coursebook: listening and pronunciation activities; reading texts for optional use. CD 1 covers Modules I and 2 of the Coursebook CD2 covers Module 3 of the Coursebook/
Foundations of Marketing Foundations of Marketing Новинка

Foundations of Marketing

Foundations of Marketing provides a highly accessible and absorbing introduction that explores the combination between theory and real-world practice. Moreover, this contemporary text expands the generic marketing mix beyond the 7Ps to 10Ps with the inclusion of Psychology, Performance and Packaging. There are also discussions on the debate between the marketing mix and the relationship marketing schools of thought, competitive intelligence, marketing research, branding and the strategic implications of marketing.
Chris Stout E. Getting Better at Private Practice Chris Stout E. Getting Better at Private Practice Новинка

Chris Stout E. Getting Better at Private Practice

3415.07 руб. или Купить в рассрочку!
Expert advice for building your private practice The «business» of practice as a mental health professional is a skill that is seldom taught in school and requires thoughtful guidance and professional mentorship from those who have already succeeded. Containing the collective wisdom and secrets of many expert practitioners, this helpful resource provides useful insights for setting up, managing, and marketing your practice, including timely advice on being a successful provider in the digital age—from Internet marketing to building your online presence. Designed for private practices of any size and at any stage of development, this practical guide looks at: Creating your dream niche practice Choosing the right technological tools and resources to simplify and streamline your job Leveraging the Internet to market your practice Developing a practice outside of managed care Transitioning to executive coaching Ethical and legal aspects of private practice Full of action-oriented ideas, tips, and techniques, Getting Better at Private Practice provides both early career and seasoned mental health professionals with the knowledge and tools they need to establish, develop, and position their practice so that it is financially successful and life-enriching over the long term.
David Willis O. Business Basics for Dentists David Willis O. Business Basics for Dentists Новинка

David Willis O. Business Basics for Dentists

4863.89 руб. или Купить в рассрочку!
Dr. David Willis combines his experience as a practicing dentist, educator, MBA, and certified financial planner in this breakthrough text about managing a dental business. Rather than a checklist of steps for success, Business Basics for Dentists describes business, economic, marketing, and management principles and explains how to apply them to the dental practice. Dental students and new practitioners will learn how to use the core strategic and operational business philosophies to develop an effective dental practice. He provides the essential elements of a business course–management principles, economics, business finance, and financial analysis–without bogged down in too much detail. These are then related specifically to various aspects of running and managing a dental practice, including office communications, billing, inventory, and marketing the practice. All aspects of practice transition are approached: career opportunities, buying a practice, starting a new practice, multi-practitioner arrangements, practice valuation, and planning and developing a practice. Last, Willis included personal financial planning to ensure that the dentist is also planning for his own finances and retirement beyond the bounds of the practice.
Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions Новинка

Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions

2263.78 руб. или Купить в рассрочку!
Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.
French for Marketing French for Marketing Новинка

French for Marketing

Written entirely in French, this book provides a structured two-year course in French and marketing.
Simon Middleton What You Need to Know About Marketing Simon Middleton What You Need to Know About Marketing Новинка

Simon Middleton What You Need to Know About Marketing

1707.54 руб. или Купить в рассрочку!
Marketing is shrouded in arcane mystery and buzzwords. It frightens many and bewilders others. Yet every business, from the hand-car-wash by the side of the road, to the world's most famous brands, engage in marketing every single day. This is an essential, reliable, speedy and up to date guide to the most robust and important concepts in marketing. This book shows you how to understand and do marketing without having to study a degree or a diploma in it. Along the way it shows you what has been learned about marketing over the centuries, what experts can teach us that we can use ourselves, how marketing has changed in our new ‘digital' world, and how to avoid classic mistakes. In short, this is all you need to know about marketing. Introduction – Marketing: the world's second oldest business activity Chapter 1 – The Product. Chapter 2 – The Marketing Strategy and the Marketing Plan Chapter 3 – Your Customers. Chapter 4 – Pricing and Promotion Chapter 5 – Placement or Distribution. Chapter 6 – Customer Engagement Chapter 7 – Branding Chapter 8 – Social Media and Digital Marketing
Roland Smart The Agile Marketer. Turning Customer Experience Into Your Competitive Advantage Roland Smart The Agile Marketer. Turning Customer Experience Into Your Competitive Advantage Новинка

Roland Smart The Agile Marketer. Turning Customer Experience Into Your Competitive Advantage

1616.99 руб. или Купить в рассрочку!
The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for «baking» marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.
Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit Новинка

Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit

1613.75 руб. или Купить в рассрочку!
Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 P's of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Malcolm McDonald Marketing Plans. How to prepare them, how to profit from them Malcolm McDonald Marketing Plans. How to prepare them, how to profit from them Новинка

Malcolm McDonald Marketing Plans. How to prepare them, how to profit from them

5320.36 руб. или Купить в рассрочку!
A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing. Marketing Plans is designed as a tool and a user–friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step–by–step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands–on guide to implementing every single concept included in the text. New chapters and content include: A ‘Does it Work’ feature throughout demonstrating examples of real successes using the processes in the book More substantial coverage of consumer behaviour to balance the book’s focus with B2B planning Digital techniques and practices brought fully up to date Also includes a comprehensive online Tutors’ Guide and Market2Win Simulator for those who teach marketing strategy
Luke Ike Marketing. Traditional, Digital and Integrated Luke Ike Marketing. Traditional, Digital and Integrated Новинка

Luke Ike Marketing. Traditional, Digital and Integrated

This book provides a complete package of the fundamentals of marketing that is one of a kind in the market. The book delivers a one-stop package that will enable the reader to gain total access to knowledge and understanding of all marketing principles (traditional, digital, and integrated marketing). It is critical for delivering the best marketing practices and performances in todays very competitive marketing environment.
David Stewart W. The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making David Stewart W. The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making Новинка

David Stewart W. The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making

5016.05 руб. или Купить в рассрочку!
Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business. Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resource Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make
Lisa Arthur Big Data Marketing. Engage Your Customers More Effectively and Drive Value Lisa Arthur Big Data Marketing. Engage Your Customers More Effectively and Drive Value Новинка

Lisa Arthur Big Data Marketing. Engage Your Customers More Effectively and Drive Value

1940.38 руб. или Купить в рассрочку!
Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
Jenny Ng Influencer Marketing For Dummies Jenny Ng Influencer Marketing For Dummies Новинка

Jenny Ng Influencer Marketing For Dummies

The easy way to get 'in' with influencer marketing Are you a marketing guru looking to stay at the top of your game? Then you need to be in the know on influencer marketing. A hybrid of content marketing and native advertising, influencer marketing is an established trend in marketing that identifies and targets individuals with influence over potential buyers. Although this has usually meant focusing on popular celebrities and Internet personalities, there is a new wave of 'everyday consumers' that can have a large impact. In Influencer Marketing For Dummies, you'll find out how to market to those who rock social media—and, subsequently, grow your brand. Influencer marketing relies on building strong relationships with customers. With the help of this hands-on, friendly guide, you'll discover how to build superior customer service and experience, make strong interactions with customers, and encourage organic and authentic sharing about your brand. Measure the most impact that content has on your overall marketing strategy Find influencers: it's not just a numbers game or a 'who's who' of social media Engage with influencers once you've found them Recognize the best practices of influencer marketing and outreach If you're a marketer, media agency professional, business owner, or anyone else who works hard to bring brands, products, and services to the largest audience possible, Influencer Marketing For Dummies is the go-to guide you don't want to be without.
Hedley Smyth Managing the Professional Practice. In the Built Environment Hedley Smyth Managing the Professional Practice. In the Built Environment Новинка

Hedley Smyth Managing the Professional Practice. In the Built Environment

2169.35 руб. или Купить в рассрочку!
The emphasis here is to explore the key issues influencing the culture, strategies and management operations of professional practices. The focus is upon established practices from growing ones to large international firms in the built environment. A key aim of the book is to promote aspects of management by function and activities, with discipline acting as context rather than the primary focus. The book is structured into sections around 3 main themes: managing the organisation; and managing specific issues that affect operations, and a third section reflects upon management from practitioner experience. Section I: 'Managing the organisation' looks at how the history of the firm creates both opportunities and rigidities for developing the practice, in terms of culture and market position, strategies and implementation, financial, marketing and HR management. Section II: 'Managing specific strategic and tactical issues' looks at how these affect approaches a discipline and operational processes in practices. These issues compliment those covered in Section I. Section III: 'Reflecting on practice' covers experience of those in practice and top practitioners detail how they are addressing key issues in their practice and for their discipline. Each chapter by a practitioner has a postscript from academic authors to make links back to research on theory and application. Addresses the key issues facing practice managers Collects latest research from leading academics Offers comment on current practice from top practitioners
Dave Walters Behavioral Marketing. Delivering Personalized Experiences At Scale Dave Walters Behavioral Marketing. Delivering Personalized Experiences At Scale Новинка

Dave Walters Behavioral Marketing. Delivering Personalized Experiences At Scale

1616.99 руб. или Купить в рассрочку!
Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing—including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization—and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secrets to improving processes and becoming more 'revenue predictable'—things that benefit businesses in virtually any industry. Additionally, this book provides you with case studies that spotlight the successes and challenges experienced by other marketing pros, and offer up key lessons to assist you in sharing their triumphs and avoiding their pitfalls. Behavioral marketing, a term first coined in 2008, has become increasingly important as digital marketing tactics have becoming increasingly popular. This particular facet of marketing focuses on responding to the actions, clicks, and behaviors of both current and prospective customers—and allows you to use this data to adapt your marketing efforts to customer preferences. The results of this dynamic marketing approach are often a more predictable revenue stream and a more efficient marketing department, both of which any business would welcome! Understand the key principles of behavioral marketing Create a more 'revenue predictable' business environment Examine case studies across multiple industries Discover how to achieve revenue growth and process efficiencies with the right behavioral marketing tactics Behavioral Marketing is a unique resource that brings value and insight to all marketing professionals using digital marketing tactics.
Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments Новинка

Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments

3100.73 руб. или Купить в рассрочку!
Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative–highlighting the critical need for more effective stewardship of marketing spending.
John Lee Business Hack. The Wealth Dragon Way to Build a Successful Business in the Digital Age John Lee Business Hack. The Wealth Dragon Way to Build a Successful Business in the Digital Age Новинка

John Lee Business Hack. The Wealth Dragon Way to Build a Successful Business in the Digital Age

1768.98 руб. или Купить в рассрочку!
Master the online tools available to grow your business and conquer the competition Business Hack is your essential roadmap to business growth and online marketing success. Author and successful entrepreneur John Lee shares his proven methods to harness the power of online tools, including using social media—offering practical steps to create and implement highly effective cyber-marketing campaigns. Thanks to the digital revolution, you no longer need teams of marketing experts and other expensive overheads to build and promote your business. This unique and valuable resource covers everything you need to consider when building your marketing strategy, from established principles of sales to cutting-edge digital techniques. In today’s dynamic business environment, strong and ongoing engagement in social media marketing is no longer an option–it is a necessity. From local craft-based businesses to new tech start-ups and even global multinational corporations, effective cyber-marketing can be instrumental in determining success. A comprehensive digital strategy enables you to compete across all platforms and maintain viability and relevance in the face of intense competition. Following the proven techniques in this essential guide allows you to: Implement powerful social media marketing campaigns to increase revenue and rise above the competition Integrate traditional sales and advertising methods with modern technology to create a comprehensive business marketing strategy Identify future trends to stay ahead of the technology curve and capitalize on new opportunities. Learn the skills used by successful entrepreneurs and respected experts in online marketing The Internet and rise of digital media have changed the rules of business and marketing. It is now possible for small and new businesses to compete and thrive in the global marketplace through intelligent use of digital and social media marketing. Business Hack provides the tools and knowledge necessary to succeed in the 21st century.
American Instituteof Architects The Architect's Handbook of Professional Practice American Instituteof Architects The Architect's Handbook of Professional Practice Новинка

American Instituteof Architects The Architect's Handbook of Professional Practice

The definitive guide to architectural practice Business, legal, and technical trends in architecture are constantly changing. The Architect's Handbook of Professional Practice has offered firms the latest guidance on those trends since 1920. The Fifteenth Edition of this indispensable guide features nearly two-thirds new content and covers all aspects of contemporary practice, including updated material on: Small-firm practice, use of technologies such as BIM, and project delivery methods, such as IPD and architect-led design-build Career development and licensure for emerging professionals and state-mandated continuing education for established architects Business management topics, such as organizational development, marketing, finance, and human resources Research as an integrated aspect of architectural practice, featuring such topics as evidence-based design and research in a small-firm context The Fifteenth Edition of The Architect's Handbook of Professional Practice includes access to a website that contains samples of all AIA Contract Documents (in PDF format for Mac and PC computers). With comprehensive coverage of contemporary practices in architecture, as well as the latest developments and trends in the industry, The Architect's Handbook of Professional Practice continues to be the essential reference for every architect who must meet the challenges of today's marketplace with insight and confidence.
Paul Roetzer The Marketing Performance Blueprint. Strategies and Technologies to Build and Measure Business Success Paul Roetzer The Marketing Performance Blueprint. Strategies and Technologies to Build and Measure Business Success Новинка

Paul Roetzer The Marketing Performance Blueprint. Strategies and Technologies to Build and Measure Business Success

1811.02 руб. или Купить в рассрочку!
Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.
Consumer Dummies Small Business Marketing Strategies All-In-One For Dummies Consumer Dummies Small Business Marketing Strategies All-In-One For Dummies Новинка

Consumer Dummies Small Business Marketing Strategies All-In-One For Dummies

1939.74 руб. или Купить в рассрочку!
6 Books in 1 Generate high-impact marketing campaigns There's more to a successful campaign than spinning the marketing wheel of fortune and hoping for the best. This all-encompassing guide shows you how to develop and execute winning plans that result in growth and revenue every time. Get ready to incorporate tried-and-true marketing methods that will put your small business on top. 6 Books Inside… Setting Up Your Marketing Foundation Getting Started with Your Campaign Content Is King: Content Marketing Using Social Media Incorporating Traditional Marketing Measuring Results
Ryan Deiss Digital Marketing For Dummies Ryan Deiss Digital Marketing For Dummies Новинка

Ryan Deiss Digital Marketing For Dummies

1939.74 руб. или Купить в рассрочку!
Does your digital marketing pack a punch? Written with the marketer's best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. From current best practices in SEO and SEM to the latest ways to effectively use content marketing and influencer marketing—and everything in between—Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts. What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms—and the people who use them—continue to evolve. So how do you keep afloat in this fast-paced and ultra-competitive environment? Don't sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you're looking to craft a killer campaign from scratch or just want to beef up your social media presence, you'll find everything you need to meet your business goals—and boost your bottom line. Develop an individually tailored digital marketing campaign Offer an effective lead magnet to convert visitors Keep your audience invested in your brand, products, and services Create a return path with frequent and strategic communication with your customers If you're ready to benefit from the latest and greatest digital marketing has to offer, this no-nonsense guide sets you up for success.
Joe Rubino The Ultimate Guide to Network Marketing. 37 Top Network Marketing Income-Earners Share Their Most Preciously Guarded Secrets to Building Extreme Wealth Joe Rubino The Ultimate Guide to Network Marketing. 37 Top Network Marketing Income-Earners Share Their Most Preciously Guarded Secrets to Building Extreme Wealth Новинка

Joe Rubino The Ultimate Guide to Network Marketing. 37 Top Network Marketing Income-Earners Share Their Most Preciously Guarded Secrets to Building Extreme Wealth

1862.77 руб. или Купить в рассрочку!
Successful network marketing entrepreneurs share their secrets In The Ultimate Guide to Network Marketing, network marketing guru Dr. Joe Rubino offers readers a wide variety of proven business-building techniques taken from many of the most successful network marketing leaders in the industry. Presenting a wide range of different perspectives and tactics, this comprehensive guide offers beginning network marketers and seasoned veterans alike all the specialized information and strategies they need to grow their business. Revealing a world of secrets it would take a lifetime in the industry to amass, the 37 contributors in this handy resource provide one-of-a-kind advice for building extreme wealth.
Patrick Jones Calculus: 1,001 Practice Problems For Dummies (+ Free Online Practice) Patrick Jones Calculus: 1,001 Practice Problems For Dummies (+ Free Online Practice) Новинка

Patrick Jones Calculus: 1,001 Practice Problems For Dummies (+ Free Online Practice)

1486.98 руб. или Купить в рассрочку!
Practice makes perfect—and helps deepen your understanding of calculus 1001 Calculus Practice Problems For Dummies takes you beyond the instruction and guidance offered in Calculus For Dummies, giving you 1001 opportunities to practice solving problems from the major topics in your calculus course. Plus, an online component provides you with a collection of calculus problems presented in multiple-choice format to further help you test your skills as you go. Gives you a chance to practice and reinforce the skills you learn in your calculus course Helps you refine your understanding of calculus Practice problems with answer explanations that detail every step of every problem The practice problems in 1001 Calculus Practice Problems For Dummies range in areas of difficulty and style, providing you with the practice help you need to score high at exam time.
Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands Новинка

Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.
Jesko Perrey Retail Marketing and Branding. A Definitive Guide to Maximizing ROI Jesko Perrey Retail Marketing and Branding. A Definitive Guide to Maximizing ROI Новинка

Jesko Perrey Retail Marketing and Branding. A Definitive Guide to Maximizing ROI

4204.16 руб. или Купить в рассрочку!
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters

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Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing. “Marketing Plans for Services is clearly the premier text in the field. From an explanation of ‘why’ services are driving all marketing activities to ‘measuring the results’, and all things in between, this new and updated text explains why and how ‘services’ are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success.” Professor Don Schultz, Northwestern University “McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a ‘must have’ book that should be on the desk of any forward-thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers “Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical ‘how to’ skills to successfully implement strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian
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