Distribución y franquicia

oportunidades de negocio ante el impacto de la mundialización/globalización

Branding de alta tecnología

creando poder de marca en la nueva dimensión del mercado

Pricing communication services

economics, technology and modelling

Recent advances in technology, combined with the deregulation of the telecommunication market and the proliferation of the Internet, have created a highly competitive environment for communication service providers. There is no simple recipe for pricing network service contracts in all contexts. Pricing is a complex ...

Buzz

harness the principles of influence and create demand

In this text, Marian Salzman and Ira Matathia reveal how buzz is created and how marketers can identify and control the key influencers that trigger it. They use case studies to explore the role urban centers play in trendsetting, how influence works, shock ads, and ...

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 ...

Principles of retailing

Reflects the increasingly global nature of the field by taking an international/pan-European approach.Addresses the serious issues created by the 'wired consumer' and the effects of the interactive shopping revolution.Supported by a full Teacher's Resource pack and a website for readers and ...

Great answers to though marketing questions

With 120 challenging and entertaining questions and answers, this book reveals why big budgets don't always produce results, how to produce a great marketing plan and what can be learnt from the world's biggest players. Cutting through theory and jargon, it should improve ...

Guia de logista

Un manual de consulta para los clientes y los proveedores de la logística y el transporte internacional de la península Iberica. Más de 12.000 registros para contactar con empresas, organismos y asociaciones del sector. El más amplio abanico de informaciones sobre áreas y redes ...

Lateral marketing

new techniques for finding breakthrough ideas

Philip Kotler, the #éminence grise# of modern marketing, teams up with Fernando Trias de Bes for a new look at marketing innovation in these challenging times. Part marketing manual, part brainstorming guide, the book lays out the ingredients in a new recipe for marketing innovation ...

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 ...

Product developement and design

Treating such contemporary design and development issues as identifying customer needs, design for manufacturing, prototyping, and industrial design, this work presents a set of product development techniques aimed at bringing together the marketing and design functions of the enterprise.

Herramientas para segmentar mercados y posicionar productos

análisis de información cuantitativa en investigación comercial

Este libro presenta, desde un punto de vista eminentemente práctico, el lugar que ocupa el análisis de la información en la investigación comercial, y los métodos de análisis mas comúnmente empleados para fundamentar las decisiones de marketing más habituales. Dado que la mayoría de los ...

Manual del product manager

El Manual del Product Manager presenta todo, o casi todo lo que deben saber los jefes de producto. Con una perspectiva eminentemente práctica, esta obra expone modelos, ejemplos, trucos y métodos de trabajo que son de gran utilidad para product managers. Hubert Kratiroff es un ...

El cliente es el rey

cómo superar sus expectativas

Si usted es igual que sus competidores, ¿entonces por qué alguien va a querer comprarle a usted? Y, por lo tanto, ¿cómo puede usted separar a su negocio del resto? En un mundo en el que cada vez más lo que impera es el beneficio ...

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 ...

Why services stinks

...and exactly what to do about it!

Packed with carefully validated research and engaging examples of best and worst practices, this text is a one-stop customer service guidebook. Managers and service providers should learn how to upgrade their overall service attitude and standard practices. Gross profiles superb server- customer relationships to teach ...

Pricing

making profitable decisions

Pricing, 3/e, synthesizes economic and marketing principles with accounting and financial information to provide a basis for analyzing pricing alternatives within legal and corporate constraints. This revision of this classic text brings readers an understandable writing style, a more complete discussion of the quantitative ...

Canales de distribución

estrategia y logística comercial

La obra se divide en dos grandes partes. En la primera se abordan con la mayor profundidad posible aspectos estratégicos sobre la gestión de los canalesde distribución. En la segunda se tratan algunos temas de la logística, en particular aquellos que están más relacionados con ...

La marca. Máximo valor de su empresa

Gestionar la confianza

un modelo integrador de las políticas de marketing y gestión de personas para alcanzar la excelencia

El entorno actual de la satisfacción y la lealtad interna y externa: hacia el cliente. La gestión de la lealtad paso a paso. Los pilares de la lealtad: marketing, tecnología y personas. La clave de la gestión de la lealtad: los momentos de la verdad ...