Kategoria BISAC: Business & Economics >> Advertising & Promotion

Selling can be a science as well as an art, and offering the right product at the right price is only the starting point. The authors explore the thought processes potential buyers go through every time they consider making a purchase. This guide offers a systematic approach to understanding customers' motivations and tailoring the entire sales strategy to fit the customers' buying path. By teaching salespeople how to recognize different buying profiles, this book offers strategies and tactics to break out of non-productive patterns, forge new relationships, and turn promising prospects into...

Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas.

In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then...

YOUR WEB SITE IS COSTING YOU MONEY. IT'S ALSO FILLED WITH SIMPLE MISTAKES THAT TURN OFF VISITORS BEFORE THEY HAVE A CHANCE TO BECOME CUSTOMERS.
According to marketing guru Seth Godin, a web site visitor is a lot like a monkey looking for one thing: a banana. If that banana isn't easy to see and easy to get, your visitor is gone with a quick click on the "Back" button.
In this supremely practical, cut-to-the-chase book, Godin identifies what it takes to create web sites that satisfy visitors and keep them coming back for more. And he's at his prickly stickler best using real-life...

Of the millions of enamel advertising signs produced between 1850 and 1950, only a few thousand survived and the authors describe and illustrate over 100 samples from their own collection.

Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.

Provides guidance to the practicalities of organization and management, including selection, training, motivation, communication and control. This book also gives in-depth analysis to such vital topics as forecasting and sales promotions, the use of planning and control forms and alternative sales distribution methods, such as franchising.

* Quality as a tool for success*Covers a diverse range of quality issues and theories in the context of heritage attractions* Well-respected international contributor team of academics and practitionersHeritage Tourism is the fastest growing component of the tourism market. Tourists have more choices than ever and their past experiences and future expectations make them even more discerning customers. A focus on quality can assist with customer satisfaction and business excellence. This new book on Quality issues brings together a range of specialists who lead us from the evolution of quality...

Having a novel idea and turning that idea into cash is not as simple as it sounds. To help innovative individuals learn to navigate around the many pitfalls of inventing, Bob DeMatteis has written From Patent to Profit, an up-to-date guide to all of the important steps involved in taking a product from the drawing board to market. Whether you are a professional inventor, a part-time dabbler, or just a clever daydreamer, From Patent to Profit can help make your dreams a reality.

The key goal of Survival Math for Marketers is a solution to a common problem in business - namely, the lack of mathematics know-how among many business students and practitioners. There is an untapped 'latent demand' in the marketing world from many people whose careers have been - or will be - thwarted because the math 'haves' dominate the 'have nots'. Survival Math for Marketers is an easy, fun, and inexpensive solution to this age-old problem. Survival Math for Marketers is designed to be a useful book for introductory marketing courses. It's clearly written, filled with good examples,...

Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing.

Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to:

- relationships with suppliers, products and brands

- their innovative, creative and resistant behaviour

- the...

'The Handbook of Marketing is differentOC that Barton Weitz and Robin Wensley are its editors should suggest something out of the ordinary. A glance at the contributors (e.g., Wilkie. Webster, Day, Shocker, Keller, Hauser, Winer, Stewart. Parasuraman. Zeithaml) puts the matter to rest.

- Journal of Marketing

The book fills a major void in the marketing literature on marketing management and will serve the discipline for many years to come'

- Journal of Marketing Research

'This text achieves the rare goal of covering marketing clearly and deeply, with no unnecessary examples or...

Nixon's study is a major contribution to the cultural sociology of the new service sector professionals and their gendered identities.It's importance lies in it's skilful synthesis of detailed ethnographic research and social theory. This is a genuinely innovative book which reopens cultural debate about advertising and society' - Frank Mort, Professor of Cultural History, University of East London

Advertising Cultures is a lucid, thorough and highly engaging account of advertising creatives that unlocks two crucial issues for understanding the culture...

Nixon's study is a major contribution to the cultural sociology of the new service sector professionals and their gendered identities.It's importance lies in it's skilful synthesis of detailed ethnographic research and social theory. This is a genuinely innovative book which reopens cultural debate about advertising and society' - Frank Mort, Professor of Cultural History, University of East London

Advertising Cultures is a lucid, thorough and highly engaging account of advertising creatives that unlocks two crucial issues for understanding the culture...

During the Pacific War the Japanese government used a wide range of methods to recruit workers for construction projects throughout the occupied territories. Mistreatment of workers was a major grievance, both in widely publicized cases such as the use of prisoners of war and forced Asian labor to construct the Thailand-Burma "Death" Railway, and in a very large number of smaller projects. In this book an international group of specialists on the Occupation period examine the labor needs and the recruitment and use of workers (whether forced, military, or otherwise) throughout the Japanese...

Studies of gender and American political life most often focus only on women. This book fills the gap by examining and comparing the roles and behavior of both men and women in political decision-making, public policy, and political institutions. Now updated and expanded, the book presents a full complement of empirical studies of real and imagined gender gaps. New to this edition are chapters on the media, legislative behavior, foreign policy, and the future of the gender dimension in American politics. The book is structured to parallel the typical course on the American political system.

Strike up a conversation with a citizen from the post-communist region and invariably the talk will turn to the topic of corruption - the misuse of public power for private gain. People are sure that corruption is widespread, whether from their own experiences or stories they have heard from others. They feel frustrated that there seems to be nothing they can do about it, that they are helpless, and that they are being played for fools. And many are cynical: they feel that they, too, have to play the game because "the system" compels them to do so. But what system exactly? What are the...

A Book in the University of Michigan Business School Series It's a simple equation: no customers equals no profits. So how can a company ensure that its customers enjoy a consistently satisfying experience? In this book, two experts from the University of Michigan Business School lay out a five-stage process that links all of the key measures of customer satisfaction with marketing strategy and product development to guarantee excellent customer service. Johnson and Gustafsson show managers how to break down the organizational barriers that defy great customer service and instead tie together...

Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place.
Creating Customer Value Through Strategic Marketing...

Dynamic Portfolio Strategies: Quantitative Methods and Empirical Rules for Incomplete Information investigates optimal investment problems for stochastic financial market models. It is addressed to academics and students who are interested in the mathematics of finance, stochastic processes, and optimal control, and also to practitioners in risk management and quantitative analysis who are interested in new strategies and methods of stochastic analysis.

While there are many works devoted to the solution of optimal investment problems for various models, the focus...

From 1976 to the beginning of the millennium covering the quarter-century life span of this book and its predecessor something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It s not just us that we are talking...