Marketing

A plethora of 1950s ads covering just about anything the dollar could buy, from Las Vegas vacations to cigarettes as healthy mood enhancers. More than a record of bygone products and campaigns, these colorful ads provide an evocative record of everyday American life when McCarthyism was rife and capitalism was king.

Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.

In the world of high-tech, how do you reach your plugged-in customers? Learn how to seamlessly incorporate and leverage the latest tech tools to engage customers--and which old-fashioned customer service skills still win the day.

Explains to readers what the profession of selling is really about and how to succeed beyond their imagination.

This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis.Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis.With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.

Understand the essentials of Key Account Management through this clear, concise and no-nonsense guide.

Access insider stories from leading companies on how digital culture has improved their business practices, leading to increased adaptability and productivity.

Optimise a multi-screen generation of mobile technology and integrate the latest developments into the heart of your digital strategy.

Multiply the effectiveness of your campaigns with marketing automation Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation.

All individuals who operate in the business sphere, whether as consumers, employers, employees, entrepreneurs, or financial traders to name a few constituents, share a common biological heritage and are defined by a universal human nature.  As such, it is surprising that so few business scholars have incorporated biological and evolutionary-informed theories within their conceptual toolboxes.  This edited book addresses this lacuna by culling chapters at the intersection of the evolutionary behavioral sciences and specific business contexts including in marketing, consumer behavior, advertising, innovation and creativity, intertemporal choice, negotiations, competition and cooperation in organizational settings, sex differences in workplace patterns, executive leadership, business ethics, store design, behavioral decision making, and electronic communication.  To reword the famous aphorism of T. G. Dobzhansky, nothing in business makes sense except in the light of evolution.

Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.

Through an engaging and humorous narrative, Peter Coughter presents the tools he designed to help advertising and marketing professionals develop persuasive presentations that deliver business. Readers will learn how to develop skills to create the perfect presentation.

Is there a method to the madness when it comes to shopping? Hailed by the "San Francisco Chronicle" as "a Sherlock Holmes for retailers," author and CEO Underhill answers with a definitive "yes" in this witty, eye-opening report on the nation's ever-evolving consumer culture.

Commonsense Direct and Digital Marketing shows you how to plan and execute profitable direct marketing campaigns using the media of direct mail, internet marketing, copywriting and design. It is the classic work on this subject.

Hypergrowth markets are explained and explored in a book offering specific answers as to how companies can develop markets for their products, how they can sustain this growth, and how they can survive the inevitable downturns.

From 1976 to the beginning of the millennium-covering the quarter-century life span of this book and its predecessor-something remarkable has happened to market response research: it has become practice.