Punk Marketing

Laermer y Simmons demuestran con irreverencia como se ha producido un cambio radical en la relación entre vendedor y consumidor. Demuestran que para sobrevivir en los negocios hay que adoptar una actitud totalmente nueva que han bautizado como 'Punk marketing' y que consiste en comprender ...

What the customer wants you to know

how everybody needs to think differently about sales

This book defines a new approach to selling - which Charan calls value creation selling - that while radical is nonetheless pracitcal. VCS has been battle-tested in companies in a variety of industries, such as Unifi, Mead-Westvaco, and Thomson Financial.

Enviar

manual de estilo del correo electrónico

Repleto de trucos e instrucciones prácticas, Enviar es una fuente inagotable de recursos para cualquier persona que use el correo electrónico en casa o en la oficina. El efecto de desinhibición que tiene la red nos ha llevado a todos alguna vez a enviar mensajes ...

Destination marketing

an integrated marketing communication approach

The tourism market is fiercely competitive. No other market place has as many brands competing for attention, and yet only a handful of countries account for 75 percent of the worlds visitor arrivals. The other 200 or so are left to fight for a share ...

Por un marketing responsable

ideas para mejorar su negocio y cambiar el mundo

La emergencia de un nuevo tipo de compañía -la empresa socialmente responsable es uno de los fenómenos económicos más revolucionarios de las últimas décadas. Tanto si es usted un emprendedor a la cabeza de una empresa de nueva creación, líder de un negocio socialmente responsable ...

Los dioses del marketing son humanos

treinta formas de trabajar en marketing

A la manera de un álbum de fotos, en este libro se cuentan historias, retazos de vida humana imaginada y acaso real. La característica principal de estos relatos es que se habla de personas que tienen una profesión y que cada historia se narra desde ...

Marketing municipal

Si las mejores empresas implantan estrategias de marketing para alcanzar sus objetivos y crear valor en los clientes, nada impide que el sector público local, con sus particularidades propias, también adapte e incorpore el marketing como una modalidad de management creativa e innovadora. Los ciudadanos ...

Marketing de la moda

La moda es hoy un sector de gran importancia en España, con una larga tradición, una industria consolidada y un elevado número de operadores implicados. Sin embargo, apenas hay escritos que contemplen de manera específica, el universo del marketing de la moda, que incide de ...

Marketing directo para gran consumo

nuevas aplicaciones prácticas de éxito

Este libro va dirigido, en general a profesionales de marketing y ventas de cualquier sector que quieran solucionar problemas cotidianos a través de marketing directo. De forma más concreta, es útil para cualquier profesional de marketing y ventas de empresas de Gran Consumo, pues está ...

Differentiate or die

survival in our era of killer competition

A revision of the handbook that taught marketers to differentiate in order to dominate the competition. Since "Differentiate or Die" was published seven years ago, competition for mindshare in a world of look- alike products and services has only intensified. The message of the book ...

Engagement marketing

una nueva publicidad para un marketing de compromiso

Este libro analiza cómo gracias a la aplicación de las nuevas tecnologías aparecen nuevos medios y formatos que permiten acercarse al público de una manera más eficiente. Para ello, se deben aplicar nuevas estrategias en publicidad y marketing con las que dar nuevos valores a ...

Gravitational marketing

the science of attracting customers

Wouldn't it be great if you could just sit there on your duff while customers came to you - with no need for cold-calling, prospecting, hard-selling, or flat-out begging for business? Too bad it doesn't work that way in the real world. Or does ...

Multichannel marketing

metrics and methods for on and offline success

"Multichannel Marketing: Metrics and Methods for On and Offline Success" goes beyond top-level, strategic discussions of customer- centric marketing to offer today's in-the-trenches marketing professionals the information they need: practical, tested methods and metrics for multichannel marketing programs. Emphasizing metrics-driven methods for optimizing marketing ...

Greater good

how good marketing makes for better democracy

Because marketing is move democratic than politics. In Greater Good, John A. Quelch and Katherine E. Jocz argue that democracy, like a marketplace, should be driven by a healthy dialogue that benefits all parties. When governments treat citizens more like consumers - studying their needs, encouraging ...

Wonder woman

marketing secrets for the trillion-dollar customer

'Forget China, India and the internet: economic growth is driven by women' - "The Economist", 2006.This book features a dynamic writing style and will grab readers attention and keep them hooked. The author is an experienced Management Consultant who has worked with many household brands ...

Marketing metaphoria

what deep metaphors reveal about the minds of consumers

Meet the seven samurai of metaphor in this provocative follow-up to "How Customers Think". Jerry and Lindsay Zaltman explain how and why we use deep metaphors, which the authors define as any form of non-literal representation so deeply embedded in a person's thought processes ...

Word of mouth marketing

how smart companies get people talking

Master the new tools of word of mouth. This book will explain the five specific steps in any word of mouth campaign and will give you everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and ...

Marketing myopia

At some point in its development, every industry can be considered a growth industry, based on the apparent superiority of its product. But in case after case, industries have fallen under the shadow of mismanagement. What usually gets emphasized is selling, not marketing. This is ...

De Second Life al marketing en metaversos

el futuro de los negocios es tridimensional

Esta guía ofrece al usuario una introducción a SecondLife y su entorno. Comienza con una descripción sobre las diferentes maneras de acceder y las posibilidades que ofrece. Definir un avatar, cómo conseguir dinero, cómo gastarlo, cómo construir herramientas o relacionarse. Una parte importante de la ...

Microtrends

the small forces behind tomorrow's big changes

From "Soccer Moms," the legendary swing voters of the mid-1990s, to "Late-Breaking Gays" such as former Gov. Games McGreevey (out at age 47), Burson-Marsteller CEO (and campaign adviser to Sen. Hillary Clinton) Penn delves into the ever-splintering societal subsets with which Americans are increasingly identifying ...