Brand Positioning: Connecting Marketing Strategy and Communications (Kostelijk Erik)(Paperback)

Brand Positioning: Connecting Marketing Strategy and Communications (Kostelijk Erik)(Paperback)

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective

Marketing Strategy and Competitive Positioning, 7th Edition (Hooley Graham)(Paperback / softback)

Influencer Marketing Strategy: How to Create Successful Influencer Marketing (Glenister Gordon)(Paperback)

Create an influencer marketing strategy that benefits both brand and the influencer with this fascinating guide, rich in case studies from the biggest and the best and the small and specialist. Influencer marketing can no longer be ignored. Whether it's broad scale celebrity endorsement, or

Marketing Communications: Objectives, Strategy, Tactics (Rossiter John R.)(Paperback)

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing

Marketing Management and Strategy (Doyle Peter)(Paperback / softback)

A practical management guide to the ideas in marketing and strategy for MBA and executive courses, this book focuses on key issues relevant to modern business. It gives step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications

Marketing Strategy: Based on First Principles and Data Analytics (Palmatier Robert)(Paperback)

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to

Dictionary of Marketing Communications (Govoni Norman A. P.)(Paperback)

The Dictionary of Marketing Communications contains more than 4,000 entries, including key terms and concepts in the promotion aspect of marketing with coverage of advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing. Growing out of a database of terms

The Marketing Complex: Why Modern Marketers Need to Manage Multiplicity (Lury Giles)(Paperback)

Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained

Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy (McDonald Malcolm)(Paperback)

A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has

International Marketing: Strategy Development and Implementation (Solberg Carl Arthur)(Paperback)

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all

Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Andrews J. Craig)(Paperback)

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today's leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS,

Integrated Advertising, Promotion, and Marketing Communications, Global Edition (Clow Kenneth)(Paperback / softback)

Events as a Strategic Marketing Tool (Gerritsen Doroth)(Paperback)

Events have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, second edition describes how events can be used as a strategic tool in marketing

Animal Medicine: A Curanderismo Guide to Shapeshifting, Journeying, and Connecting with Animal Allies (Buenaflor Erika)(Paperback)

A guide to connecting with animals and their spiritual wisdom through ancient shamanic practices - Includes an alphabetical guide to 76 animals, explaining each animal's spiritual gifts, shapeshifting medicine, the realm they are associated with, and their symbolic meaning when they appear in a

B2B Marketing Strategy: Differentiate, Develop and Deliver Lasting Customer Engagement (Taylor Heidi)(Paperback)

B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become

Marketing Strategy (Ferrell O. C.)(Paperback)

Learn how to think and act like an effective marketer and forward-focused disruptor in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein�s MARKETING STRATEGY, 8E. You learn to develop long-term, customer-oriented marketing strategy and successful marketing plans

Brand Tuned: The New Rules of Branding, Strategy and Intellectual Property (Smith Shireen)(Paperback)

The Organic Growth Playbook: Activate High-Yield Behaviors to Achieve Extraordinary Results - Every Time (Jaworski Bernard)(Paperback)

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. Jaworski and Lurie offer a novel approach to the problem of growth based on two simple but profound insights. First, they demonstrate that in every purchase process there are

Fashion Promotion: Building a Brand Through Marketing and Communication (Moore Gwyneth)(Paperback)

Fashion Promotion is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of blogging

Podcasting Marketing Strategy: A Complete Guide to Creating, Publishing and Monetizing a Successful Podcast (Rowles Daniel)(Paperback)

Podcasting is a hugely persuasive yet under utlilzed channel accessed by an affluent and influential demographic. In a crowded and noisy digital environment, it gives organizations, brand builders and marketers the unique opportunity to stand out and drive engagement with target audiences. It

Integrated Business Transformation: Maximizing Value by Connecting Strategy to Key Capabilities (La Rotta Alberto Prez)(Paperback)

Drawing upon a model developed over 25 years of experience and successfully taught for many years at his company Wilson Learning Andina y Rio de la Plata, Alberto P rez La Rotta presents a comprehensive and replicable approach to integrated business transformation that synchronizes natural human

Crossing the Chasm - Marketing and Selling Technology Products to Mainstream Customers (Moore Geoffrey A.)(Paperback / softback)

In Crossing the Chasm, Geoffrey Moore, the world's leading high-tech and communications guru, throws out old marketing ideas to clear space for the special realities of the high-tech market. Based on a revolutionary new model and filled with practical insights, Crossing the Chasm is a landmark

The New Strategic Brand Management: Advanced Insights and Strategic Thinking (Kapferer Jean-Nol)(Paperback)

Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the

Truth Be Told: How Authentic Marketing and Communications Wins in the Purposeful Age (O'Brien John)(Paperback)

Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and