Customer relationship management

organizational and technological perspectives

International marketing

strategy, planning, market entry and implementation

Divided into two parts, "Trading environment" and "organizing for international markets", the book covers topics such as: -International trade -Regional analysis techniques -Market research and market screening techniques -Entering international markets -Export methods -Global Products -Global pricing -International advertising

Managing transport operations

Descripción This work explains the wide range of skills demanded of transport managers, who must understand the economic, social, political and technical aspects of road, rail, air and sea transport, while ensuring that levels of safety and reliability are not compromised. This updated edition includes ...

Customer relationship management

integrating marketing strategy and information technology

Marketing logistics

This text builds on the focus established in the first edition of "Marketing Logistics", with the crucial interface between the ways in which value is created through the marketing process and the way in which it is delivered through the supply chain. This interface is ...

The invisible grail

in search of the true language of brands

Brand failures

the truth about the 100 biggest branding mistakes of all time

WWW identidad corporativa

Total integrated marketing

breaking the bounds of the function

The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system ...

Marketing farmacéutico

estrategias de éxito para los medicamentos de prescripción

El Marketing Farmacéutico abordado de forma completa, rigurosa y amena en un momento de cambio en los sistemas sanitarios y en los procesos críticos de la industria. Es una obra oportuna llamada a convertirse en un libro de referencia. Juan Bigorra Subdirector General Novartis Farmacéutica ...

Restoring tourism destinations in crisis

a strategic marketing approach

The aftermath of the attack on the World Trade Centre on September 11, 2001 in New York highlighted the vulnerability of the tourist trade to unforeseen events. This text, written by an experienced tourism marketer and trainer, provides detailed case studies of different crises and ...

Marketing your business

a guide to developing a strategic marketing plan

This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing #weapons arsenal.# It also teaches you to conduct a marketing audit ...

Conjoint measurement

methods and applications

Edited by Anders Gustafsson, Andreas Herrmann, and Frank The book covers all recent developments in Conjoint Analysis. Leading scientists present theory and applications of this technique. In short, the following models, techniques, and applications are discussed: normative models that maximize return, extension of choice-based conjoint ...

El marketing de las ONGD

la gestión del cambio social

Creer que otro mundo es posible ha sido el leit motive de muchas Organizaciones No Gubernamentales para el Desarrollo (ONGD), que nacieron como respuesta de la sociedad civil ante el tributo de injusticia que pagan millones de personas por la causa del progreso. Las ONGD ...

Cómo ser galáctico del marketing

Marketing en un mundo global

claves y estrategias para competir en el mercado internacional

El presente libro va dirigido a pequeñas y medianas empresas que están iniciando su proceso de internacionalización, de manera que cubre perfectamente los aspectos del inicio de la exportación, creación de departamentos de exportación, redes internacionales de distribución y, finalmente, el proceso de inversiones en ...

Distribución y franquicia

oportunidades de negocio ante el impacto de la mundialización/globalización

Cómo medir la satisfacción del cliente según la ISO 9001:2000

Esta obra pretende dar respuesta a las preguntas específicas de los profesionales que miden la satisfacción y la calidad. Este libro es una guía concisa de gran utilidad a la hora de implementar un sistema de medición eficiente. El autor le enseñará a identificar las ...

Differencial games in marketing

An important branch of marketing science is optimal planning of marketing effort, using mathematical modelling and quantitative methods. Here it is important to recognize that the majority of marketing problems are dynamic and involve strategic considerations. Thus, most marketing instruments have impacts that go beyond ...

Marketing editorial:la guía

Gracias a los ejemplos que ofrece, el presente libro permite conocer cada libro, las colecciones y el fondo editorial: comercialización de libros por los canales tradicionales y los de aparición reciente, como la Internet; aprovechamiento de la venta de derechos subsidiarios y redacción de textos ...