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Using case studies and examples the authors summarize the key ideas of relationship marketing and explore its use in consumer markets on the part of companies ranging from large multinationals down to small and medium-size companies. Meer
Presents an examination of various marketing research techniques using a running case study based on a real product. To demonstrate other marketing research techniques, the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas. Meer
This essential set provides an overview of the status of brand related research published in the last 50 years, and the debates on a number of still unresolved issues and the contemporary challenges faced by brands and by their managers. Meer
In der zweiten Auflage dieses Handworterbuches haben Fachleute aus verschiedenen Themenbereichen des Sportmanagements mehr als 70 zentrale Begriffe aufgenommen und kompakt dargestellt. Meer
Intelligent Video Technology (IVT) is a combination of 24/7 digital video monitoring that measures customers’ real-time interactions at store-, category- and product-levels. Meer
Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product and price bundling, with respect to optimization as well as to behavioral bundling approaches. Meer
Next Generation Network (NGN) is an innovative revenue stream for the service providers from the increase of their service offerings. This book provides guidelines for the NGN service platforms evaluation, in terms of functionality, programmability, flexibility, openness, and inter-operability. Meer
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Meer
As innovation moves from the lab to the market, a new research phase begins for the entrepreneur: the market research phase.
Inspired by a new technology that can change the world, critical questions need to be addressed. Meer
As innovation moves from the lab to the market, a new research phase begins for the entrepreneur: the market research phase.
Inspired by a new technology that can change the world, critical questions need to be addressed. Meer
Managing Online Reputation is a comprehensive look at online reputation management. Drawing on recent examples of organizations managing their online reputations effectively and ineffectively, it provides a practical and visual tool-kit of processes and techniques to help limit and respond effectively to negative situations on social media. Meer
Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of sport events, the challenge for marketers is to understand the complexity of sport and event participation. Meer
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 marketing to drive growth. Meer
The world struggles with increasing threats to global sustainability, caused by population growth, overuse of fresh water resources, depletion of biodiversity, and reliance on non-renewable energy sources. Meer
Learn useful strategies for marketing health and wellness programs. This important new book presents a cross-section of current research and commentary on wellness and prevention issues. Meer
The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. Meer
Strategic Planning for Not-For-Profit Organizations covers all the steps involved in developing a strategic plan for a not-for-profit organization. Strategic planning has become a critical issue for not-for-profit organizations as they strive for direction and orderly adjustment to a changing environment. Meer
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