Kategoria BISAC: Business & Economics >> Marketing - Research

The time when "fashion" was defined by French designers whose clothes could be afforded only by elite has ended. Now designers take their cues from mainstream consumers and creativity is channeled more into mass-marketing clothes than into designing them. Indeed, one need look no further than the Gap to see proof of this. In The End of Fashion, Wall Street Journal, reporter Teri Agins astutely explores this seminal change, laying bare all aspects of the fashion industry from manufacturing, retailing, anmd licensing to image making and financing. Here as well are fascinating...

A brand has the tremendous power to create a positive experience that will resonate with your customers. So why do you-and most other salespeople- focus on selling your product or service, but not on selling your brand?

Sell the Brand First reveals a fresh, highly effective way to close the sale: by selling to your customers from brand strength. Corporate trainer and brand selling specialist Dan Stiff shares his proven Brand Staircase Method-a four-step process that shows you how to hone in on your customers' mind-sets, create sales pitches based on how your brand fits into...

Is it possible any longer to "read" markets fast enough to respond to them? A world of discrete parts is now one interconnected web of ceaseless calculation and response. Marketing has become a thing of speed and turbulence, with all the players moving simultaneously.

For marketing guru Grant McCracken, the key to success in this dynamic new marketplace is to find a way to slow the world down. And McCracken believes he has the solution. It begins with understanding the mechanics at work today. He says, "Complexity has a theory. Commotion has a pattern. Dynamism has a system. We can...

Many of women's everyday experiences are tied up inextricably with consumption. In consumer culture research, it tends to be the activities and interests of women which take center stage. This collection provides a wide range of different perspectives on women as consumers, focusing on popular culture, including examinations of popular media and their targeting of female audiences. Apart from a grounding in feminism, the collection does not present a single view, theoretically, methodologically, or politically. Its contributors work across a wide range of disciplines, including cultural...

New technology and R&D initiatives affect companies in both the service and manufacturing sector. It's estimated that half a trillion dollars is spent worldwide each year on such efforts. Technology Valuation Solutions + website offers a methodology along with illustrative cases for valuing the profitability and risk of R&D projects.

A companion to Boer's earlier work, The Valuation of Technology (978-0-471-31638-1), this book provides additional material that will help readers assess a wide variety of...