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The premier guide to mobile market researchThe Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research. From a global perspective, more people own mobile phones than landlines or computers, and most...
Editeur :
Wiley
Parution :
2014-08-12
PDF, ePub
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Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing...
Editeur :
Wiley
Parution :
2014-07-23
PDF, ePub
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Marken zählen zu den wichtigsten Werttreibern von Unternehmen. Zugleich sind sie relevante Bindeglieder und Vertrauensanker zwischen Unternehmen und Gesellschaft. Positioniert sich eine Marke gezielt als nachhaltig, kann ein Image- und Reputationsaufbau auf längere...
Editeur :
Springer Gabler
Parution :
2014-07-23
Collection :
Management-Reihe Corporate Social Responsibility
ePub
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Im vorliegenden Lexikon sind über 2.200 der wichtigsten Marketing-Fachbegriffe kurz und prägnant dargestellt. Sie erhalten fundierte Informationen über die zentralen Theorien, Instrumente und Ansätze und gewinnen durch Querverweise schnell einen Gesamtüberblick. Das...
Editeur :
Springer Gabler
Parution :
2014-07-22
ePub
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This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that...
Editeur :
Palgrave Macmillan
Parution :
2014-07-05
PDF
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This in-depth guide provides managers with a solid understanding of data and data trends, the opportunities that it can offer to businesses, and the dangers of these technologies. Written in an accessible style, Steven Finlay provides a contextual roadmap for developing...
Editeur :
Palgrave Macmillan
Parution :
2014-07-01
PDF
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Customer focus is the most important challenge of the future. Providing good customer service depends on how well companies know their customers and clearly identify their needs. Availability of customer knowledge, which is knowledge from, for and about the...
Editeur :
Springer
Parution :
2014-06-30
ePub
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Der zeitgenössische Kunstmarkt erfährt durch die steigende Bedeutung von Kunst als Investitionsobjekt große Aufmerksamkeit. Gleichzeitig herrscht auf diesem intransparenten Markt jedoch ein Höchstmaß an Unsicherheit, wobei dem Kunsthändler eine besondere Rolle und...
Editeur :
Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Parution :
2014-06-24
PDF, ePub
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Uniform Across-the-Board Promotions (UABPs) are characterized by retailers offering a uniform discount on the entire assortment (e.g. 20% on every article) to their customers. This latest form of promotion has gained massive popularity among retailers and consumers in...
Editeur :
Springer
Parution :
2014-05-28
ePub
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An important update to this roadmap for the development of a corporate intelligence program Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to...
Editeur :
Wiley
Parution :
2014-05-16
PDF, ePub
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This book explores the way in which QR codes (Quick Response codes) can help the wine industry facilitate distribution and more effectively market and sell their product. It examines the interventions, invention and opportunities brought about by QR codes for the wine...
Editeur :
Springer
Parution :
2014-05-12
ePub
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Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers, who need to stay...
Editeur :
Palgrave Pivot
Parution :
2014-05-09
PDF
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Markenaufbau zur Wettbewerbsdifferenzierung hat in den letzten Jahren auch in BtoB-Märkten an Bedeutung gewonnen. Ein besonderer Stellenwert hierfür kommt den Instrumenten der Live Communication zu. Vor dem Hintergrund des identitätsbasierten Markenmanagements...
Editeur :
Springer Gabler
Parution :
2014-04-30
PDF
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Die Reizüberflutung von Konsumenten – gerade auch im Zeitalter der sozialen Netzwerke – rückt die Frage nach effektiver und effizienter Kundenkommunikation für Unternehmen erneut in den Mittelpunkt.Die – im Prinzip uralte – Kommunikationsform der Weiterempfehlung durch...
Editeur :
Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Parution :
2014-04-23
PDF, ePub
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This book offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring, with the opening of subsidiaries in Asia, and the implementation of a...
Editeur :
Palgrave Macmillan
Parution :
2014-04-08
PDF
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This is a guide to help brand strategists consider what people really want in order to enhance their lives, and think about the role of their brand in responding to these desires. It offers a new framework for understanding desire, based on some of the things that are...
Editeur :
Palgrave Macmillan
Parution :
2014-03-16
PDF
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Historically, bubbles have been understood primarily in financial-economic terms. In this exciting new work, Dholakia and Turcan argue that bubbles are also a socio-political and cultural phenomena, with intense and accelerating interactions of engineered hype and...
Editeur :
Palgrave Pivot
Parution :
2014-02-24
PDF
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Conjoint analysis is probably the most significant development in marketing research in the past few decades. It can be described as a set of techniques ideally suited to studying customers’ decision-making processes and determining tradeoffs. Though this book is...
Editeur :
Springer
Parution :
2014-02-20
ePub
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Das Herausgeberwerk widmet sich in einzelnen Beiträgen den dominierenden Zielgruppenkonzepten im Konsumentenmarketing. Neben eindimensionalen und primär an beobachtbaren Merkmalen orientierten Segmentierungen (z.B. Zielgruppe „Frau“ oder „Best Ager“) werden gängige...
Editeur :
Springer Gabler
Parution :
2013-12-19
PDF, ePub
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Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help...
Editeur :
Palgrave Macmillan
Parution :
2013-12-15
PDF
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