Классический маркетинг

О маркетинге, а именно о 80 ключевых понятиях, или концепциях, эффективного маркетинга, их содержании и значении для современного бизнеса. Автор собрал и переосмыслил.

Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened.—…

В пособии на основе базовых понятий информатики рассмотрены состав, структура и функции информационной системы маркетинга. Изложены общие информационные ресурсы и информационные ресурсы маркетоло…

The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching…

Shake up and redefine the market by changing your game! A new generation of businesses is rising out of the maelstrom of economic and technological change across our world. These companies are sh…

A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for…

An all-encompassing guide to making the most from multi-channel marketing Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's m…

It’s not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiatin…

Google, Microsoft, Apple, Starbucks, and Wal-Mart are «category killers.» Why? One key to their astounding success is that they have mastered the art of creating highly attractive partner and cus…

The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric market…

"Troy Waugh—'the rainmakers' rainmaker'—has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical…

An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them. Every sales opportunity, whether won or lost, has useful nuggets of i…

The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-c…

A holistic approach to conversion rate optimization that encompasses an entire business—online and offline—to drive more sales and referrals, and increase bottom-line profits In order for your bu…

Praise for The Shift «More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are…

An innovative approach to winning more profitable sales in the growing professional services industry In recent years, professional services providers have had to rethink their sales methods and …

Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, …

An easy-to-understand and easy-to-implement method for creating new ideas and new products This book blows the lid off the so-called «idea gurus» by demystifying the creation of great new innovat…

Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help m…

In today's market, it takes more than good products and services to succeed. Successful marketing requires more precise segmentation and more sophisticated communications with customers–the lifeb…