Research 13

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……続きを見る

Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand wh……続きを見る

Coping with Retail Giants critically analyzes the modern retail market and identifies how businesses gain the competitive edge over the major retailers that currently control the market. Dr. Samli a……続きを見る

Big Social Mobile shows that big data, along with social and mobile media, can improve enterprise performance significantly, but only when implemented in a holistic fashion. This book offers an inte……続きを見る

This book provides an introduction to the concept of entrepreneurship and entrepreneurial business management. It covers many elements of the entrepreneurial management discipline including choosing……続きを見る

To stay competitive, firms need to build great products but they also need to lend these products to the uses and misuses of their customers and learn extensively from them. This is the first book t……続きを見る

Hidden in Plain Sight by global innovation consultant Jan Chipchase with Simon Steinhardt is a fascinating look at how consumers think and behave. Chipchase, named by Fortune as “one of the 50 smart……続きを見る

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In a world of contracting markets and diminished consumer demand, The Cambridge Group founder Rick Kash and Nielsen Company CEO David Calhoun show companies how to find new customers and bigger prof……続きを見る

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Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new frameworkーthe Influence Mix, a totally new way of thinking about consumer……続きを見る

Das Praxisbuch erläutert anschaulich anhand konkreter Fälle, wie Analogien für die Prognose und Erhöhung der Akzeptanz neuer Produkte und Projekte genutzt werden können. Der Leser erhält eine „Schri……続きを見る

Movies produced in the 1980s made $2.5 billion. These movies did this through original stories (content) and special effects (design). Actors and actresses? Not so much. The most profitable movie of……続きを見る

Bill Starbuck has been one of the leading management researchers over several decades. In this book he reflects on a number of challenges associated with management and social science research - the……続きを見る

Even casual observers will be familiar with the Cherry Blossom or Sakura tress of Japan. When in full bloom the sight is spectacular but it sadly only takes a week until the tree is bare. In a longe……続きを見る

This is an inspiring, and practical book about seeing more of the future markets than the competitors. It is the first comprehensive model for analyzing and managing the future systematically and ef……続きを見る

Reviews theories of competition and existing literature, and examines the attributes of market competition and strategies adhered to by firms in the global marketplace. Provides an in-depth analysis……続きを見る

The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers an……続きを見る

First book to combine financial results with proprietary benchmarking data and in-depth interviews with experienced knowledge practitioners. The resulting framework provides an inside- and outside-t……続きを見る

Global companies are facing a new, pressure to develop leaders with global mindsets. The war for managerial talent has never been so intense. Companies and business schools need not only to fine tun……続きを見る

Reflecting a growing interest in consumption practices, and particularly relating to food, this cross disciplinary volume brings together diverse perspectives on our (often taken for granted) domest……続きを見る

Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not… Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incompl……続きを見る

The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial. The sales and marketing challenge is what to say, and where to say it. Shoppernomics, ……続きを見る

This book is about changing your life by changing the way you approach one of the largest parts of your life; the time you spend at work. Most of us spend more of our waking hours at work than any o……続きを見る

There are luxuries that most of us will never be able to afford in a lifetime, but just off the shores of the moneyed is a huge, fast growing, land of premium value which inspires people to get ther……続きを見る

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are incre……続きを見る

Ethical consumerism is on the rise. No longer bound to the counter-cultural fringes, ethical concerns and practices are reaching into the mainstream of society and being adopted by everyday consumer……続きを見る