From the father of Direct Marketing, the revolutionary five-step Customer Relationship Marketing process that has helped Microsoft, NBC, and IBM, increase sales by 75% "Ernan Roman's “Wisdom of the Customer” methodology has achieved unprecedented results for cutting-edge marketers! Read this before your competitors do."-Don Peppers and Martha Rogers, Ph.D., Peppers & Rogers Group. Voice of the Customer presents a proven step-by-step process for engaging the customer and capturing their "voice" in every step of the sales and marketing process. Ernan Roman, the award-winning DM guru who created such concepts as IDM (Integrated Direct Marketing) and permission/opt-in marketing shows you the most effective ways to research customer needs and deliver sales/marketing messages that guarantee high returns. The book's case studies demonstrate the most effective uses of Voice of the Customer marketing in action, and the most frequent mistakes marketers make-trying to manage customers rather than continually engaging them; focusing on the needs of the seller, rather than the buyer; etc.-and how to avoid them. For business owners and marketers who seek the wisdom and guidance of their customers, this book delivers the wisdom and experience of true visionary.

Price: $35.00 USD

The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This new edition of the text includes: * The development of the "knowledge economy" * Analysis of customer relationship management * Comprehensive discussion of electronic techniques * New and updated case studies and examples * Highly practical and informative * New material which highlights the impact of new technology * New case studies and examples

Price: $48.95 USD

Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with a specific focus on the management and marketing elements. This new edition has been thoroughly revamped to include pedagogical features such as exercises and mini cases throughout the text to consolidate learning and make it more student friendly. New content has been incorporated to bring the subject matter thoroughly up to date, for example featuring more on the Internet, the inclusion of material on call centres in respect of service delivery and service encounter; additional material on customer relationship management (CRM); consideration of frontline employees and internal marketing; and a discussion of revenue management issues in managing demand and capacity. Particularly suitable for students on marketing, business and hospitality courses who require a good grounding in the principles of services marketing, the practical implications are shown clearly and effectively demonstrate how the principles are applied in the real world. A web based lecturer resource accompanies the text. Written from a European perspective by two authors with a wealth of relevant experience Includes an expanded section on the Internet, particularly in communications and service design Brings together an academic and practitioner viewpoint ensuring a wholly comprehensive approach to the subject

Price: $51.95 USD

This second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies. This second edition looks closely at relationship marketing and public sector issues as well as providing expanded sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees. The Management and Marketing of Services is a highly accessible text ideal for practitioners and students looking for a comprehensive treatment of this subject area. Comprehensive framework for practitioners and students interested in addressing the issues that characterize service organizations Provides a highly accessible perspective on the management and marketing of services Full of examples and case study materials to illustrate the text

Price: $54.95 USD

Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e-marketing, and customer relationship management while incorporating up-to-date research and examples throughout. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the Third Edition includes new advertisements, photos, and screen shots throughout the text; GlobalEdge features that pose questions about marketing in a global context and encourage online exploration; and Opening Vignettes that feature engaging companies intended to spark student interest. Foundations of Marketing Online, 3/e, is a multimedia eBook created to meet the needs of interactive learners. The eBook contains the same material as the printed text but is priced at nearly half the standard retail price of the paperback. The six-month eBook passkey subscription includes access to all the online and premium online content available with CL MarketingSPACE.

Price: $153.49 USD

Engaging and motivating students with diverse backgrounds and different interest levels in marketing requires stimulating and effective teaching materials-and Pride/Ferrel continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, this text and its outstanding suite of supplements supply students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Topical issues including customer relationship management, supply chain management, the latest e-commerce models, and the current re-evaluation of dot-coms are just a few examples the authors use to connect marketing to students' personal lives. The latest edition also features a new design and additional photos, providing a fresh contemporary look and feel to the text.

Price: $162.99 USD

this ebook contains seven papers on changing environment of arts marketing, which poses challenges to researchers and necessitates creative methods of enquiry. Creative enquiry in arts marketing includes the use of both established and innovative interpretive methods and can aid our understanding of the relationship between art and the market.

Price: $199.00 USD

This e-book addresses a lack of published material on the marketing of bank and financial services in the Asia Pacific region. From Brunei, to Fiji, to Australia, Thailand, China and Hong Kong. Nine papers cover a wide range of issues - market orientation, internet banking adoption, payment card market, relationship marketing etc.

Price: $199.00 USD

Stakeholder thinking in marketing Stakeholder thinking is becoming a core part of marketing as well as other business related disciplines. A search of the business source primmer database found that prior to 1995 there are 58 articles using the term stakeholder in their title and 27 academic marketing related articles with stakeholder as a key term. The interest in stakeholder theory has however grown rapidly, between January 2000 and November 2004 there were 228 articles using stakeholder theory in the title and 140 academic marketing related journal articles that examined stakeholder issues. In fact the American Marketing Association's (AMA, 2004) new definition of marketing expressly incorporates our responsibility to consider how marketing activities impact stakeholders: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Thus the AMA has recognised the core role of stakeholder thinking. While there is an increased interest in stakeholder thinking in marking, an examination of the literature would seem to suggest that there is no unified view of how stakeholder thinking can be or should be integrated into theory or practice. Many of the stakeholder works, marketing and in other disciplines, still focus on the social and ethical impacts of stakeholders. This may have been where much off stakeholder thinking initially gained its prominence, but it is a broader strategic tool that can benefit a range of areas and was in fact the focus of Freeman's (1984) original work in the area. This is not to suggest that the general strategic implications of stakeholder thinking are not being consider, as an increasingly number of works are looking at stakeholder implications in regards to exchange networks, relationship marketing, and other issues related to strategy development. The papers in this special issue have considered a range of varying perspectives including: corporate social responsibility, the impact of interacting with stakeholders, relationship issues, and broader discussions of stakeholder theory as a strategic tool. These papers have taken a diverse range of perspectives including conceptual works, case studies, qualitative approaches, and various empirical approaches to examining the issues of interest within various pieces. The scope of papers included in the special, as well as those not included, identifies the breadth of relevance stakeholder thinking has for the application of all aspects of marketing theory and practice. The question of how stakeholders and stakeholder theory can be considered in organisational activities and marketing theory is an issue that most certainly seems to warrant further consideration. The works in this special issue have advanced this debate and identified some directions that could be conside

Price: $199.00 USD

Engaging and motivating students with diverse backgrounds and different interest levels in marketing requires stimulating and effective teaching materials-and Pride/Ferrel continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, this text and its outstanding suite of supplements supply students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Topical issues including customer relationship management, supply chain management, the latest e-commerce models, and the current re-evaluation of dot-coms are just a few examples the authors use to connect marketing to students' personal lives. The latest edition also features a new design and additional photos, providing a fresh contemporary look and feel to the text.

Price: $216.49 USD