Kategoria BISAC: Business & Economics >> Marketing - General

The administrative officers of public and nonprofit organizations have become increasingly interested in marketing techniques during the 1990s. They reason that if commercial marketing methods can successfully move merchandise across the retail counter, those same techniques should be capable of creating a demand for such "social products" as energy conservation, women's rights, military enlistment, or day-care centers. The goal of this volume is to provide social sector executives with practical and effective guidelines on how to harness the power of marketing in order to improve service...

In "Accelerated Product Development: Combining Lean and Six Sigma for Peak Performance, " Clifford Fiore provides the blueprint for implementing the key elements for improving the product development process. His innovative and powerful work represents the first book to couple the proven concepts of Lean and Six Sigma with the engineering processes of product development. His results, based on proven strategies and methodologies, enable companies to significantly reduce the time necessary to develop new products, dramatically reduce product cost, and improve product quality.

Very few books deal with the unconscious mind--the right side of the brain--and how advertising affects and directs it. This one does exactly that. Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing unqiuely from medicine, clinical psychology, and the practice of marketing, they combine insights and principles that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a...

CAO is one of the most misunderstood and underutilized weapons available to retailers today. International consultant Barbara Anderson makes clear that in only a limited sense does CAO replace manual ordering. In its full sense it is much more--the optimization of manufacturer, supplier, and retailer distribution to the retail store-- based on consumer and store data and corporate policy. Anderson thus provides a framework and checklist for implementing CAO, and understanding of key terminology, solutions to likely problems, and ways to make CAO implementation successful, and in doing so...

How food marketers make use of key variables--such as innovation; target market; market segmentation; image; and physical, environmental, and human resources--determines how successfully they sell their products. Michman and Mazze concentrate on the food industry as they examine what contributes to a successful marketing campaign. The authors discover that not all variables have to be used concurrently; some may be more important than others depending on environmental conditions, and the effective use of one variable may cancel the ineffectiveness of another. By focusing on the key...

Oller and Giardetti provide a simple, comprehensive, and fully consistent theory to explain why some messages and images communicate more effectively than others -- and then show specialists in advertising, marketing, and high stake communications how to apply the theory in their work. With examples and illustrations that practitioners and academics alike will find understandable, they provide readers with a solid grounding in semiotics, the study of how meanings are constructed and construed in signs. In doing so Oller and Giardetti help high stakes communicators find new ways to reach...

Very little of marketing theory and knowledge has made its way into retailing practice, but its value in making profitable and effective retailing decisions is unquestioned. Samli, drawing upon three decades of experience and recognition as an expert in marketing research, offers retailing professionals and those who aspire to retailing careers a foundation for understanding what marketing theory is and how it can be linked successfully and profitably to retailing practice. Not a simplified set of steps to take, his book forces retailing decision makers to think for themselves and to use...

To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on the right answers...

Internet marketing is leading the massive wave of electronic commerce, but contrary to what people think, the internet has been a hard sell right from the start. What were the first critical decisions for marketers and advertisers that locked internet marketing on its current path? Steinbock interviewed dozens of the early key players and finds that the internet had to sell the idea of itself as not just a new media but an entirely new marketspace--that is, a space in the consumer and business-to-business markets both. Covering the entire field, Steinbock's unique study proves that...

The modern marketing concept, with its focus on creating consumer satisfaction, makes marketing seem beyond reproach. Instead of its successes and failures, Rotfeld focuses on the uses, and frequent abuses, of marketing analysis. His book--a collection of clearly observed and forceful case studies drawn from his personal research and study--deals with the pragmatic realities of marketing and its limitations. He argues that marketing can only serve consumer predispositions. It cannot guarantee satisfaction. When marketers lose sight of this, they actually ignore their market. Rotfeld takes...