Kategoria BISAC: Business & Economics >> Marketing - General

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn,...

The easy-to-read bible for developing, financing, marketing, and selling consumer products--from gadgets to kitsch, from high-touch to high-end--for America's rising entrepreneurial nation.

Launch It is written by a team of trend and product consultants with over 60 years of collective experience advising thousands of entrepeneurs, designers, and companies. As they realized not one trade book was available on the market that would provide soup-to-nuts guidance for any firm or entrepreneur seeking to turn inventions and cool ideas into great products that sell, they decided to...

B2B sales and marketing executives have been hard-hit by increasing sales demands, plummeting budgets, and highly touted techniques that promise more than they deliver. The Fundamentals of Business-to-Business Sales & Marketing shows executives how to integrate traditional B2B selling methods with effective and proven new technologies.

Covering database marketing, microclustering, accurate ROI measurement, and more, this no-nonsense book provides a dynamic, hands-on approach for selling more while spending less, and meeting today's relentless revenue and margin demands.

The ideal companion to the author's bestselling The Product Manager's Handbook, The Product Manager's Field Guide expands upon the overview and the responsibilities of product managers and delves into specific skills, abilities, and competencies to help them improve their performance. It provides readers with tools and exercises for functions such as marketing, planning, forecasting, and new product development and offers step-by-step instructions for activities designed to monitor and assess product-planning efforts.

Bestselling eBay authors reveal the best strategies for success from top sellers

"eBay PowerSeller Million Dollar Ideas" provides the most original, creative, and groundbreaking tips and strategies for jumping ahead of the competition and earning record profits on the world's most successful online marketplace. You'll learn inventive ways to drive more traffic to their auctions, source and price products, sell internationally, combat fraud, and maximize "off-eBay" selling venues.

The authors consulted scores of eBay's most successful sellers, carefully selecting the best tips and...

Win new customers--and keep them coming back

Whether you run a billion-dollar company or a mom-and-pop small business, you have to know your customers and know what they want. Written by three marketing experts, Tips & Traps for Marketing Your Business is filled with marketing best practices that show you how to win over new customers and make existing customers more profitable. You'll also find practical and proven marketing tips and traps to help you grow your business, lessons learned from realworld experience, and tangible examples from the leading companies in...