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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;...
Persistent link: https://www.econbiz.de/10011479531
This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on...
Persistent link: https://www.econbiz.de/10011479544
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
Persistent link: https://www.econbiz.de/10011479614
Persistent link: https://www.econbiz.de/10011479654
A guide to internal marketing and the seven components of an internal marketing strategy: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing
Persistent link: https://www.econbiz.de/10011479655
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...
Persistent link: https://www.econbiz.de/10011479675
"In The Advertised Mind du Plessis draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. He uses this research to suggest why emotion is such an important factor in establishing a firm memory of...
Persistent link: https://www.econbiz.de/10011479699