ａｎ - Research 1

Marketing has changed foreverーthis is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading mar……続きを見る

What would you do if you knew what made your co-workers behave the way they do? What if you could understand the reasons and predict the outcome? What if you could tailor your own working practices ……続きを見る

This book investigates how strategic marketing is influencing organizations’ innovation performance. It presents a structured study conducted on micro, small and medium enterprises (MSMEs) to identi……続きを見る

Getting numbers is easy; getting numbers you can trust is hard. This practical guide by experimentation leaders at Google, LinkedIn, and Microsoft will teach you how to accelerate innovation using t……続きを見る

At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dyna……続きを見る

“A lively tour through the impulses that cause many of us to cheat, the book offers especially keen insights into the ways in which we cut corners while still thinking of ourselves as moral people.”……続きを見る

Dieses essential stellt ein neues archetypisches Modell zur Markenführung vor, mit dem Marken relevanter und emotionaler positioniert werden können. Die Grundlage ist die Analyse der in den vergange……続きを見る

A key characteristic of the twenty-first century economy is 'the image'. Brand development is based on image, products are advertised via images, and corporate image is critical for economic success……続きを見る

A San Francisco Chronicle Bestseller • An NPR Best Book of the Year The New York Times’s Global Economics Correspondent masterfully reveals how billionaires’ systematic plunder of the worldーbrazen……続きを見る

Las nuevas tecnologías, las redes sociales y el marketing digital en general están revolucionando la forma de llegar a nuestros clientes. El cliente de hoy tiene unos hábitos diferentes al de hace u……続きを見る

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approac……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

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

This book begins with a review of basic results in optimal search for a stationary target. It then develops the theory of optimal search for a moving target, providing algorithms for computing optim……続きを見る

The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in rea……続きを見る

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,……続きを見る

How Asian Women Lead provides a vastly different picture than Western-focused leadership literature, highlighting obstacles Asian women face reaching the top, and looking beneath the corporate surfa……続きを見る

Negotiation is a key part of daily lives, but learning how to negotiate successfully is a valuable skill. The author provides a tool kit for negotiation, demonstrating new methods and giving practic……続きを見る

Uses case studies to explore why large scale electronics failed to win a leadership position in the early computer industry and why IBM, a firm with a heritage in the business machines industry, suc……続きを見る

Rethinking the Future of Europe has brought together three contrasting collections of contributions: the incrementalist perspective concerning the step by step development of Europe, the more radica……続きを見る

'a compelling methodology... to increase market share quickly' -- Eric Ries, bestselling author of THE LEAN STARTUP 'a must-read for anyone in business' -- James Currier, managing partner, NFX Guild……続きを見る

Auf allen Hierarchieebenen werden in Unternehmen Entscheidungen auf Basis von Marktkenntnis und -erfahrung getroffen. Je besser und aktueller die (Markt-)Informationen sind, desto größer ist die Wah……続きを見る

Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for o……続きを見る

The "membership" business models of Netflix, Weight Watchers, and other industry giants revealedーand how you can use them to lead your company to the top of the food chain For decades, consumers an……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

The subject of this book is supply chain logistics planning optimization under multiple uncertainties, the key issue in supply chain management. Focusing on the strategic-alliance three-level supply……続きを見る

The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the w……続きを見る