Innovation games

creating breakthrough products through collaborative play

Innovation through understandings - the toughest part of innovation? Accurately predicting what customers want, need, and will pay for. Even if you ask them, they often can't explain what they want. Now, there's a breakthrough solution: "Innovation Games". Drawing on his software product strategy ...

Private label strategy

how to meet the store brand challenge

As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble ...

Branding governance

a participatory approach to the brand building process

"Branding Governance" challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand- building, and offer in its place a highly-participative, organization- wide process that delivers fulfillment to employees and value to ...

How to get free publicity

a handbook for small businesses, clubs, schools or charities

This book will help you open the door to powerful free publicity. These days publicity is vital if you want to get your product, service, event or cause noticed. If you're a small business or a small organisation the chances are you won't ...

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 ...

Great brand stories

scotch whisky. The story of Scotland's greatest export

Looking at the success of Scotch whisky as a brand name, this book analyzes the ways that marketing and advertising served to establish dominance in the whisky market and how the drink achieved its exclusive role in the beverage industry. All whisky produced in Scotland ...

Stop acting like a seller and think like a buyer

improve sales effectiveness by helping customers buy

Praise for "Stop Acting Like a Seller and Start Thinking Like a Buyer": ""Stop Acting Like a Seller and Start Thinking Like a Buyer" is a book that teaches you emphatically that words matter. If you want to set yourself apart from others, whether you ...

Branded entertainment

product placement and brand strategy in the entertainment business

#Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale.# Patrick Quinn, PQ Media Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from ...

The philosophy of branding

great philisophers think brands

In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of 16 of the world's greatest Western thinkers, to reveal what they might say about branding if they were alive today. On this list are Plato, Aristotle ...

Administración del producto

Estudia las actividades que debe realizar un gerente de producto para asegurar el éxito de los productos o servicios de su empresa. Se centra en el análisis del mercado; el desarrollo de estrategias y objetivos del producto o servicio en cuestión; en la toma de ...

Trade marketing

la gestión eficiente de las relaciones entre fabricante y distribuidor

Fabricante y distribuidor están obligados a entenderse y dependen el uno del otro para la consecución de sus objetivos, más aún en el contexto de unos mercados de gran consumo caracterizados por tendencias como la concentración, el poder de las marcas de la distribución y ...

Respuesta eficiente al consumidor

gestione con éxito las relaciones entre fabricantes y distribuidores

Este libro plantea la importancia de que los fabricantes y distribuidores aprendan a concebir su relación desde una perspectiva de colaboración dentro de la cadena de valor y no desde la óptica de presión a corto plazo dónde la ganacia económica de un miembro implica ...

Claves para gestionar precio, producto y marca

cómo afrontar una guera de precios

Este libro viene a sumarse a la estrategia de ofrecer servicios de información y formación permanente que hagan más sencillo el trabajo de los profesionales de la Dirección Comercial y de Marketing, así como de los directores y gestores de pequeñas y medianas empresas.En ...

Marketing internacional de lugares y destinos

estrategias para la atracción de clientes y negocios en latinoamérica

INDICE: Prólogo. Capítulo 1. El desafío de marketing en la nueva América Latina y el Caribe (ALC). Capítulo 2. Lugares en problemas de ALC. Capítulo 3. Cómo se venden a sí mismos los lugares. Capítulo 4. Cómo hacen sus elecciones los compradores de lugares. Conclusiones ...

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 ...

The point of the deal

how to negotiate when yes is not enough

In The Point of the Deal, Danny Ertel and Mark Gordon explain how to transition from a deal-maker mentality (focusing on making the agreement) to an implementation mindset (ensuring the deal generates value for your company after the ink on the contract has dried). With ...

La estrategia de las marcas blancas

cómo afrontar el reto de las marcas de la distribución

Los tiempos en que las empresas de distribución como Carrefour, Wal- Mart o Tesco se limitaban a empaquetar los productos genéricos en sencillos envoltorios blancos tipografiados en negro se acabaron. A medida que estas cadenas de distribución han adquirido poder y dimensión global han transformado ...

Private label

turning the retail brand threat into your biggest opportunity

The rise of Private Label products (those owned, sold and distributed by retailers) is one of the most striking retail success stories of the last decade. Private Label has been growing at twice the rate of famous brands over the last ten years and the ...

Marketing personal

el camino al éxito

José Mª Acosta, consultor de Alta Dirección y profesor de varias universidades, revisa y amplía su libro #Marketing personal#, que aborda un tema tan importante como es el planteamiento y desarrollo de la carrera profesional. El autor aporta su amplia experiencia en Recursos Humanos para ...

Brand placement

integración de marcas en la ficción audiovisual

Brand placementtrata de forma rigurosa y amena la integración de marcas comerciales en espacios de ficción audiovisual. La revolución que supone la llegada de la Televisión Digital Terrestre y saturación en vías tradicionales de publicidad son factores que favorecen la presencia de marcas en espacios ...