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 ...

Dictionary of marketing terms

This book contains more than 4,000 marketing-related terms and definitions that cover a wide array of topics. Among them are print production, radio, TV, and outdoor advertising, internet marketing, direct marketing, market research and testing, pricing, marketing legislation, and much more. Here's a ...

Buzzmarketing

get people to talk about your self

In this breakthrough book, Hughes offers a practical guide to the art of successful buzz marketing. He explores the six secrets of great word- of-mouth campaigns and shows how any company can thrive by pursuing a buzz-driven strategy.

Data mining and market intelligence for optimal marjeting returns

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable ...

Services marketing

integrating customer focus across the firm

Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book?s content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service ...

Marketing de ciudades

estrategias para el desarrollo de ciudades atractivas y competitivas en un mundo global

Los efectos de lo que fue la revolución del urbanismo no son suficientes para dirigir las ciudades ante los nuevos desafíos del Tercer Milenio. La gestión de las ciudades se enfrenta al hecho de que las dinámicas urbanas pueden desplazarlas del interés que suscita para ...

Marketing.com

y comercio electrónico en la sociedad de la información

Marketing.com y comercio electrónico en la sociedad de la información Rodríguez Ardura, Inma Descripción: Pocas innovaciones presentan tantas ventajas para los consumidores y las empresas como Internet. A los consumidores les permite acceder a una oferta más amplia y variada de bienes, servicios e ...

Marketing experiencial

la revolución de las marcas

El marketing experiencial tiene que ver con la autenticidad, las interacciones personales y el otorgar poder al consumidor individual. Basado en estos tres principios, Marketing Experiencial, La Revolución de las Marcas da a los lectores # tanto consumidores como profesionales del marketing# el conocimiento esencial para ...

Valoración y evaluación de marcas

medir para crear valor

Prólogo de Pablo Fernández autor de "Valoración de empresas" ÍNDICE: 1-Marcas. 2-Valoración de marcas. 3-Cuándo y por qué hay que valorar las marcas. 4-Revisión de procedimientos, proveedores y metodologías. 5- Práctica de valoración de marcas en España. 6-Planteamiento conceptual de un modelo de valoración de ...

XX Encuentro de Profesores Universitarios de Marketing 2008

Universidad de Las Palmas de Gran Canaria, 17-18-19 de septiembre de 2008

Este libro recoge las ponencias y trabajos en curso presentados en el XX Encuentro de Profesores Universitarios de Marketing y da testimonio del esfuerzo de la comunidad académica por poner en común y debatir los trabajos de investigación que se realizan en el área de ...