The literature of innovation is full of calls to become more creative and inspiring: but it has less to say on the reality of turning theory into practice and ideas into profit. Real breakthroughs depend on finding profitable applications for new ideas. The beneficiaries of countless innovations...

Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix;...

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

Creating blue oceans -- Analytical tools and frameworks -- Reconstruct market boundaries -- Focus on the big picture, not the numbers -- Reach beyond existing demand -- Get the strategic sequence right -- Overcome key organizational hurdles -- Build execution into strategy -- The sustainability...

The benefits of eCRM -- The challenge of eCRM -- Making the transition to the internet age -- Improving e-customer retention -- Creating new markets for customers with diverse needs -- Automating the customer loyalty process -- Employee loyalty in the e-corporation -- Personalizing your...

The financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. This book gives marketing and sales professionals the information they need to produce maximum value from each marketing dollar. Anyone in the financial...