Fail better

stumbling to success in sales and marketing. 25 remarkable renegades show how

This book identifies the 30 "worst" marketers of all time and shows that, although their marketing methods are contrary to received wisdom, they're brilliantly successful all the same. Business history shows that it is those who persevere despite repeated failure, who win through in ...

Marketing research

In the new Seventh Edition of "Marketing Research", McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to use market research to make critical business decisions. This new edition is filled with new and current examples drawn from ...

Plan de marketing

análisis, decisiones y control

Plan de marketing. Análisis, decisiones y control explica de forma clara, pero rigurosa, el complicado proceso de construcción de un plan de marketing. Para poder ilustrar paso a paso dicho proceso, en la obra se desarrolla una estructura que secuencialmente repasa cada una de las ...

Financial services marketing

an international guide to principles and practice

"Financial Services Marketing: An International Guide to Principles and Practice" contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly ...

The 50 plus market

why the future is age-neutral when it comes to marketing and branding

Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, "The 50 Plus Market" provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure ...

Marketing due diligence

reconnecting strategy to share price

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School ...

Fashion marketing

contemporary issues

A collection of international contributions from renowned academics and practitioners from the UK, USA and China, the second edition of "Fashion Marketing" has been revised and expanded to incorporate the major changes in the fashion industry since 2001. This edition integrates everything on fashion marketing ...

The name of beast

the perilous process of naming brands, products and companies

How to choose the right name for your company, product, or brand that will make it stand out in the crowd? Adopting the right name for your business, product, or brand can be the difference between success and failure amongst today's fickle consumers. This ...

Herramientas de marketing

las 10 estrategias para triunfar

El marketing es un proceso que involucra a numerosas personas: desde los propios clientes, hasta proveedores, accionistas y a todo el personal de la empresa. Este manual describe las cuestiones esenciales y las herramientas básicas para todo aquel que quiera conocer los conceptos fundamentales del ...

Marketing revolution

How is the marketing process managed in companies across the world? And how can it be improved? "Marketing Revolution" answers these questions and more, by drawing on international research and analysis from leading consultants, academics and practitioners, and from the authors' insight into the revolutionary ...

Power brands

measuring making managing brand success

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.

Marketing estratégico

Al leer este manual podrá conocer los conceptos y procesos para ayudar a su futuro empleador a lograr una ventaja competitiva. También aprenderá a analizar los componentes de una estrategia de marketing, que incluyen el servicio de atención al consumidor, la tecnología, las relaciones con ...

Logos and no gos

how to understand and get the most from your brand ip

""Logos and No Gos" ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand ...

Strategic market management

Updated to reflect current business thinking and market conditions, this new edition of "Strategic Market Management" illustrates a structured approach to external market analysis that business managers can apply to their strategic decision making. By using a variety of concepts and methods such as strategic ...

Cómo gestionar marcas de moda

el valor de la comunicación

En las últimas décadas el papel de la moda ha ido cobrando protagonismo en la sociedad: los medios de comunicación prestan gran atención a este fenómeno y pocas facetas de la vida económica permanecen ajenas a algún tipo de vínculo con la moda. La autora ...

Deluxe

how luxury lost its luster

Dana Thomas explores the whole of today's high-end shopping experience. She has travelled all over the world to interview corporate heads and factory workers, old-money, old-luxury clients and new luxury-obsessed middle-market consumers, and she paints a picture of today's New Luxury. With Deluxe ...

Microtrends

the small forces behind tomorrow's big changes

Relying on some of the best data available, Penn identifies more than 70 micro-trends in religion, leisure, politics, and family life that are changing the way we live. Penn shows readers how to identify the microtrends that can transform a business enterprise, tip an election ...

La pregunta decisiva

convierta a sus clientes en promotores para incrementar el beneficio y asegurar el crecimiento

El experto en fidelidad de clientes Fred Reichheld explica en este libro cómo convertir a los clientes en promotores de la empresa para que, gracias a ello, la organización se incremente el beneficio y asegure el crecimiento. Con este fin, desarrolla el llamado "Índice de ...

The green marketing manifesto

We are currently eating, sleeping and breathing a new found religion of everything 'green'. At the very heart of responsibility is industry and commerce, with everyone now racing to create their 'environmental' business strategy. In line with this awareness, there is much discussion about the ...

Conversaciones con los grandes del marketing

Conversaciones con los grandes del marketing reúne a los mejores especialistas mundiales en marketing, aquellos que han marcado un antes y un después. Cada uno explica sus teorías y puntos de vista, analizando los aspectos más relevantes del marketing actual y describiendo cuáles son, en ...