This book offers both marketing and sales professionals a rare combined insight into both worlds to continuously … the authors in both Europe and North America. It has never been easier to produce great marketing content and sales … collateral. And yet, 90% of the content that marketing produces is NEVER used by sales. Why not? Because it’s not relevant to the …

managers and would-be managers – deserve better. It argues that marketing academia can improve its storytelling skills by … successfully with customers, yet marketing academics seem to have forgotten this fact. The stories we tell, in our papers, books … studying bestselling novels. Two marketing-saturated bestsellers, Bridget Jones's Diary and Fight Club, are examined in detail …

The aim of the study is to contribute to the theoretical debate on the Viral Marketing Communication (VMC). It … dynamics that govern a viral marketing campaign highlighting the different impacts: cognitive, behavioral and economic (Cruz …