Intellectual Property management

the role of technology-brands in the appropriation of technological innovation

The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the returns of their intangible technological assets with the ...

The professional services firm Bible

Spanning everything from legal firms and architects to fundraisers and dentists, the professional services industry continues to experience spectacular growth yet remains largely undocumented in business literature. Until now. The Professional Services Firm Bible is a sophisticated and comprehensive guide to running a highly productive ...

Enamore a sus clientes

guía para triunfar en la batalla del marketing del futuro

Harry Beckwith describe con claridad,perspicacia y sentido del humor la nueva era de la comunicación y la confusión en la que nos encontramos,y ofrece pautas al lector para destacar entre la multitud y dar satisfacción a las expectativas de los clientes y consumidores ...

Marketing wireless products

The economics of retailing and distribution

This book provides a uniform and coherent approach to the analysis of distribution systems in general and retail systems in particular. It develops the fundamentals of retail demand and supply, and demonstrates how the provision of distribution services is a principal determinant of economic outcomes ...

Leadership

research findings, practice, and skills

Fundamentals of business marketing research

Euromarketing and the future

Born to buy

the comercialized child and the new consumer culture

Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends ...

Los contratos en el marketing internacional

Con esta obra de consulta los autores pretenden ofrecer una aproximación, eminentemente práctica, a la gestión de los contratos desarrollados en el ejercicio del comercio que va más allá de las fronteras de los Estados, además de analizar las formas reconocidas por el derecho para ...

Cómo hacer una investigación social

Temas clave en marketing relacional

Marketing croscultural

Brand America

the mother of all brands

America is more than just a country-it's the biggest brand the world has ever known.That's the argument of this provocative new book. Launched, managed and advertised like a global brand since the Declaration of Independence,America has deliberately marketed itself,its culture ...

Marketing management

text and cases

Designed for college- and graduate-level marketing students, Marketing Management: Text and Cases is also a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing ...

Key marketing skills

strategies, tools and techniques for marketing success

Key Marketing Skills is not just another "introduction to marketing": it is a practical guide that provides professionals and students with vital information on successfully applying marketing strategies. Containing many new and improved chapters, numerous updated case studies for each chapter, and a CD-ROM including ...

Marketing information

a strategic guide for business and financial libraries

Marketing Information: A Strategic Guide for Business and Finance Libraries identifies and describes secondary published sources of information for typical marketing questions and research projects. Experts in the field offer a guided tour of the signposts and landmarks in the world of marketing information#highlighting ...

European perspectives in marketing

Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten ...

The culting of brands

when customers become true believers

At first glance, companies like Apple and Nike have little in common with organizations like the Hell#s Angels and the Unification Church. But in reality, they all fulfill the main definition of a cult: They attract people who see themselves as different from the ...

The pierate inside

building a challenger brand culture within yourself and your organization

Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are ...