Ell grupo de discusión

una herramienta para la investigación cualitativa

Marketing the professional services firm

applying the principles and the science of marketing to the professions

El marketing del vino

saber vender el vino

Marketing en el punto de vista

Brand failures

the truth about the 100 biggest branding mistakes of all time

Search me

the surprising success of Google

Fundamentals of marketing research

Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and ...

Work, consumption and culture

affluence and social change in the Twenty-first Century

The central question in Work, Consumption and Culture is whether consumption has now displaced production as the defining factor in the lives of those in the industrialized West. This book offers a comprehensive review of the key issues in the production// consumption debate, and where ...

Nation of rebels

why counterculture became consumer culture

In this wide-ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the most important myth that dominates much of radical political, economic, and cultural thinking. The idea of a counterculture -- a world outside of the consumer-dominated world that encompasses us -- pervades ...

Brands laid bare

using market research for evidence-based brand management

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather ...

Marketing across cultures

Marketing Across Cultures analyses cultures within global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: The book is invaluable for advanced ...

International marketing research

The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the ...

Usted puede ser lo bueno que quiera ser

Usted puede ser lo bueno...es una sucinta guía para sacar lo mejor de uno mismo,una "biblia" de bolsillo para que los tímidos con talento se decidan a concebir lo inconcebible y a hacer posible lo imposible. Tras pasar décadas en lo más alto ...

Identidad corporativa

claves de la comunicación empresarial

Según el pensamiento de Berkeley, existir es ser percibido, ser tenido en cuenta y participar de la atención y el reconocimiento de los demás. La herramienta más poderosa que se puede utilizar para este objetivo es la comunicación. Este libro pretende dar una visión global ...

Marketing financiero

nuevas estrategias para el siglo XXI

Mediante una estructura de capítulos relacionados pero independientes a la vez, se pretende dotar de los conocimientos básicos suficientes para abordar la función de marketing y comercial en el sector, haciendo especial hincapié en los aspectos diferenciales del sector frente a la generalidad empresarial, que ...

The art and science of marketing

marketing for marketing managers

The art of marketing comes from the doing of marketing - implementing programs to attain and retain customers, and seeing what actually works. This is the province of marketing managers, direct marketers, advertisers, and consultants. The examples of good and bad practice used throughout this book ...

Wizard

Harry Potter's brand magic

It's the old ,old regs-to-riches story familiar from countless soap operas,chick flicks and fairy tales.A struggling single mother manages to write a literary masterpiece in a café over coffee while her baby gently sleeps.The book goes unnoticed by perfidious publishers;rejection ...

My sister's a barista

how they made starbucks a home away from home

In 1995,I went on a coast-to-coast trip across the US.When we got to San Francisco,the sun was shining and the people were relaxed.We wandered into a Starbucks,the first I'd been in. We sat enjoying our coffee and the buzz ...

Creating passion brands

getting to the heart of branding

Brands are at a crossroads. Today#s marketers face flat growth, regulated markets, rapacious retailers and cynical consumers. And yet some brands rise above the issues to ignite passionate advocacy in consumers and employees alike. These are the brands with the imagination to stand for ...

The marketing plan workbook

Planning is one of the most important roles of management, and a company#s marketing plan is a key component of business strategy. It should identify the most promising business opportunities and outline how to penetrate, capture and maintain market positions. The Marketing Plan Workbook ...