International retail marketing

a case study approach

International Retail Marketing combines a broad thematic overview of the key issues concerning international retail marketing with a series of incisive cases and examples of industry practice from markedly different sectors as fashion, food and healthcare. The authors provide an accessible and wide-ranging outline of ...

Marketing wireless products

Driven

inside BMW,the most admired car company in the world

"A lot of us in the auto industry watch and study BMW closely because it does so many things right. Lately, it has made many controversial choices in designs and new products that are testing its track record. David Kiley does an excellent and timely ...

Brand portfolio strategy

creating relevance, differentiation, energy, leverage, and clarity

With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough ...

Electronic marketing

theory and practice for the Twenty-First Century

Written by leading players in both industry and academia, Electronic Marketing: Theory and Practice for the 21st Century provides a broad, but sound overview of this rapidly changing field. Targeted at students and practitioners who already understand basic marketing concepts, the book includes the latest ...

Diccionario LID de comunicación y marketing

Contiene los 7.000 términos más frecuentes de comunicación integral, marketing relacional, imagen corporativa, publicidad, Internet, marcas, medios, investigación, ventas y distribución. Con entradas definidas en español y traducidas al inglés norteamericano y británico. También incluye diccionario inverso del inglés al español.

Dirección de productos y marcas

La marca se ha convertido en un importante activo empresarial. Cualquier empresa que logre acreditar una marca en un mercado sabe que ese #nombre# vale por sí solo más que otros muchos activos más tangibles. Pero la marca es mucho más que un nombre. Tanto ...

The highly effective marketing plan

A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never ...

Marketing multinivel

La autora da las respuestas en este manual y aborda el negocio desde un planteamiento objetivo, con la intención de facilitar la tarea a todas aquellas personas que se quieran acercar a profundizar en él, especialmente a los nuevos distribuidores que buscan una comprensión global ...

Harrap's marketing

dictionary-diccionario: english-spanish/español-inglés

Bare essentials

the ALDI way to retail success

A former company executive explains the guiding philosophies of the global retail giant ALDI, whose 50-year history and successful spinoff Trader Joe's has made it a corporate leader on the scale of Wal-Mart and General Electric. Simplicity, not discount, is discussed as the answer ...

CEM (Customer Experience Management)

cómo optimar la gestión de la experiencia del cliente

Cases in consumer behaviour

This casebook can supplement any Consumer Behavior course. Thirteen cases have been drawn various Houghton Mifflin Business titles. In addition, the casebook features four new cases that focus on practices and theories associated directly with Consumer Behavior. The text can be automatically packaged with any ...

Plan de mercadotecnia

Fundamentos de marketing turístico

El marketing turístico tiene como objetivo la comercialización de los productos y los servicios de las organizaciones que integran el sector. Para ello se centra en las peculiaridades propias del ámbito turístico: la interrelación que existe entre las empresas y los destinos, la elevada estacionalidad ...

Product management

Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today#s product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels ...

Investigación y técnicas de mercado

Este trabajo tiene un enfoque eminentemente práctico y cercano a la realidad profesional ; incorpora un gran número de aplicaciones, ejemplos y resultados de las distintas técnicas planteadas gracias a la colaboración de diversos institutos de investigación - Concepto y metodología - Reunión de grupo y entrevista en ...

Marketing estratégico

The pierate inside

building a challenger brand culture within yourself and your organization

Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are ...

Basic marketing

a global managerial approach

The 15th Edition of Basic Marketing by Perreault and McCarthy builds upon its pioneering beginnings that introduced the 'four Ps' to the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must ...