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Discover and create a dynamic new model for growing your business by connecting with customers outside your usual field of view Do you think you know your ideal customer? Think again. Many businesses create an ideal consumer profile—aiming all their sales and marketing efforts towards this single… Meer
Praise for THE APPLE EXPERIENCE "There are three pillars of enchantment: likability, trustworthiness, and quality. The Apple experience is the best modern-day example of all three pillars. Carmine's book will help you understand and implement the same kind of world-class experience."… Meer
What’s stopping you networking? You know you need to do it and, like most people, you probably hate it. Business Networking – The Survival Guide helps you overcome all your fears and concerns. Start navigating the networking jungle like an expert as you build your confidence, raise your profile… Meer
For undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions. Meer
For undergraduate and graduate courses on marketing high-tech products Provide your students with the vital information they need to successfully market high-tech products. Marketing of High-Technology Products and Innovations focuses on the unique marketing challenges that surround high-tech… Meer
Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what… Meer
This book provides a survey of the phenomenon of marketing which has become the dogma of America's politicians and their campaign managers. It poses some fundamental questions about how the import of commercial techniques to politics has revolutionized the nature of American democracy. Meer
New competition, technology and economics have changed the behaviour of markets and the practice of marketing. Customers are more discerning, and demand more quality, service and choice. Established brands are under threat. New brands are tougher than ever to build… Meer
Based on their studies of successful firms, the authors highlight two main paths to success. As well as delivering a groundbreaking new analytical framework, they also provide practical advice to practitioners on avoiding pitfalls and taking decisions while elaborating their marking discipline. Meer
This books looks specifically at ICT adoption and learning trajectories in developing countries; a context characterized by skill deficiencies and weak institutional support. The authors employ a theoretical framework and research techniques to present firm-level evidence on learning in firms in an… Meer
This book contains a simple but powerful definition of services based upon a separation between back-stage and front-stage activities. Services deal with front interactions, production and manufacturing with back-stage operations… Meer
A multidisciplinary and transversal study of issues for governments, regulatory authorities and international business. Written for academics and professionals alike it explores the main themes of economic growth and sustainable development; trade, law and regulation, and competitive and managerial… Meer
A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Critical enough to remain credible yet overwhelmingly positive, it is a charismatic illustration of how to achieve true brand… Meer
Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns… Meer
Do you need to deliver an effective service to challenging and unreasonable internal or external clients? Do you worry that you'll lose business or take a reputational hit if you don't do so well enough?… Meer
Place branding is happening. A new field of practice and study is in existence and whatever we choose to call it there can no longer be any doubt that it is with us. This collection of intuitive and well-reserached articles examines how places and regions see themselves, and how they reflect this in… Meer
With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but they should value their enthusiastic friends: the superpromoters… Meer
Developing BRIC markets are changing the business models of traditional western technology leaders. Classic business strategies are no longer suitable for companies attacking abroad whilst defending their market at home… Meer
This book discusses continuous improvement strategies of Japanese convenience store operators. The study highlights the efforts of companies operating under lean management systems to identify new, dynamic, firm-specific capabilities in highly competitive markets. Meer
Een AI-book is niet een boek dat geschreven is door AI maar een boek dat verrijkt is met AI. Het maakt de inhoud van een boek interactief via WhatsApp, zodat je ermee kunt chatten. Zie het als een razend slimme assistent die het boek perfect begrijpt en er alles uit onthouden heeft. Jij kunt deze assistent alles vragen. Vraag bijvoorbeeld hoe je iets kunt toepassen op jouw persoonlijke situatie, om een korte samenvatting, of wat de belangrijkste inzichten zijn. AI-books zijn alleen te gebruiken via WhatsApp, je hoeft er geen aparte app voor te installeren.
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