Consumidores nómadas

el siglo del mobile marketing

Ciertos libros son llaves que nos abren puertas a diferentes emociones, pensamientos, visiones... El libro Consumidores nómadas nos abre las puertas del futuro llevándolo a nuestra realidad ahora, teniendo en cuenta que formamos parte de un mundo donde el cambio se está generando a una ...

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 ...

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 ...

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 ...

Team sports marketing

Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In "Team Sports Marketing", author Kirk Wakefield dispels this ...

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 ...

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 ...

Los mejores artículos de Ted Levitt sobre marketing

Ted Levitt fue uno de los pensadores más importantes y respetados en el campo del marketing y del management. Su trabajo y sus escritos modificaron los puntos de vista generalmente aceptados en el mundo empresarial y motivaron un cambio en el modo en que las ...

Luxury fashion branding

trends, tactics, techniques

Luxury Fashion Branding is a groundbreaking book that addresses the business of luxury fashion from a strategic viewpoint. It critically analyses the essential aspects of the luxury fashion sector through tracing the origins of luxury fashion, assessing its consumers, and retailing tactics, as well as ...

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 ...

Guerrilla marketing research

marketing research techniques that can help any business make more money

Not only is marketing research well within the budget of any company, it's also a resource you can ill afford to ignore. "Guerrilla Marketing Research" shows how your business, whatever it's size, can benefit from conducting focus groups and surveys - and reveals how ...

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 ...

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 ...

Jesús lava más blanco

cómo la Iglesia inventó el marketing

Desde San Pablo hasta la elección de Benedicto XVI, Bruno Ballardini desmonta la doctrina, los rituales y la arquitectura católica así como su proselitismo mundial. Revela los elementos subyacentes a la propaganda y al pragmatismo, ofreciendo una contribución fundamental para una historia nueva y alternativa ...

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 ...

Liquidity risk measurement and management

a practitioner's guide to global best practices

Complete coverage of the measurement, monitoring, and regulation of liquidity risk Liquidity Risk Measurement and Management gives readers the guidance and the tools to take control of a bank# s liquidity risk. No other resource takes readers from the general principles of liquidity management to ...

Strategic marketing

creating competitive advantage

"Strategic Marketing: Creating Competitive Advantage" is a 2-colour text that examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking within the field. Through a combination of theory and practice, within a unique conceptual framework, "Strategic Marketing ...

B2B brand management

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is ...

2+2 estratégicamente 6

marketing y comercial

En esta obra se analizan de forma clara, y sistemática, a la vez que práctica. los elementos que hacen del marketing una técnica de gestión empresarial ligada a los mercados cada vez más competitivos y abiertos. Los profesionales de esta actividad hallarán una guía que ...