"Relevant, Succinct and Compact"

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This book is in Used condition

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Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other marketing handbooks. Myers mediates between discussing the intricacies of segmentation and positioning techniques and showing the ways these techniques can be interpreted and used in the real world. The book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, and classification and regression trees. Other chapters deal with perceptual positioning maps-point and vector, value maps laddering techniques, and quadrant analysis. Myers uses examples to explain research analysis and provides practical information. In addition to explaining how to evaluate results, he provides caveats and explains pitfalls of each technique.

Price: $41.49 USD

BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing strategies. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time. * Written specially for the Strtegic Marketing Decisions module by the Senior Examiner * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam

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This book is in New - Excellent condition

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The New Strategic Brand Management by Jean-Nol Kapferer is the essential reference source on brand management and strategic brand thinking for all marketing professionals and students.

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Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides you with a cumulative learning experience, showing how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. You'll discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. You'll learn about the rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, you'll be introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities.

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The Definitive Guide to PR and Communications—updated with the newest social media and brand-reputation tools and techniques. The most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications , Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises. Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections: Introduction to Public Relations and Integrated Communications— research, history, law and ethics; Stakeholder Leadership in Public Relations— crisis management, employees, investors, consumers, press, corporate philanthropy and digital communities; Current and Continuing Issues in Public Relations— business sustainability, environmental communications, and reputation and brand management; Industries and Organizations: Business-to-Consumer and Business-to-Business— automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energy. Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry—developing issues, trends and roles of public relations and integrated communications. Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come. Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications. “The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy.”. —Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M. ”The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read mélange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex—and ubiquitous—discipline.”. —Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern Califo

Price: $75.00 USD

Today's China presents a unique setting for organizations. Through an examination of current Chinese business, this book addresses its business culture and environment. In particular, it considers how firms build distinctive capabilities of organizational learning and strategic flexibility to achieve superior customer-focused performance.

Price: $105.00 USD

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