Marketing research

The 7th edition of this well-established marketing research text is thoroughly revised and updated and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today#s marketing problems and ...

Gestión de marcas

Con la creciente globalización de las marcas, se ha hecho esencial diferenciar los productos. Este libro le ofrece tas últimas ideas, expuestas por autores tan destacados como David A. Aaker y John A. Quelch, para maximizar el valor de sus marcas y de sus productos ...

The Rebel sell

why the culture can't be jammed

An explosive rejection of the myth of the counterculture in the most provocative book since No Logo. In this wide-ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the central myth of radical political, economic and cultural thinking. The idea of ...

Fundamentals of marketing research

Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and ...

Work, consumption and culture

affluence and social change in the Twenty-first Century

The central question in Work, Consumption and Culture is whether consumption has now displaced production as the defining factor in the lives of those in the industrialized West. This book offers a comprehensive review of the key issues in the production// consumption debate, and where ...

Nation of rebels

why counterculture became consumer culture

In this wide-ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the most important myth that dominates much of radical political, economic, and cultural thinking. The idea of a counterculture -- a world outside of the consumer-dominated world that encompasses us -- pervades ...

Brands laid bare

using market research for evidence-based brand management

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather ...

Marketing nutrition

soy, functional foods, biotechnology, and obesity

Ell grupo de discusión

una herramienta para la investigación cualitativa

Marketing the professional services firm

applying the principles and the science of marketing to the professions

Marketing across cultures

Marketing Across Cultures analyses cultures within global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: The book is invaluable for advanced ...

El marketing del vino

saber vender el vino

Marketing en el punto de vista

Brand failures

the truth about the 100 biggest branding mistakes of all time

Search me

the surprising success of Google

International marketing research

The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the ...

Usted puede ser lo bueno que quiera ser

Usted puede ser lo bueno...es una sucinta guía para sacar lo mejor de uno mismo,una "biblia" de bolsillo para que los tímidos con talento se decidan a concebir lo inconcebible y a hacer posible lo imposible. Tras pasar décadas en lo más alto ...

Identidad corporativa

claves de la comunicación empresarial

Según el pensamiento de Berkeley, existir es ser percibido, ser tenido en cuenta y participar de la atención y el reconocimiento de los demás. La herramienta más poderosa que se puede utilizar para este objetivo es la comunicación. Este libro pretende dar una visión global ...

Marketing financiero

nuevas estrategias para el siglo XXI

Mediante una estructura de capítulos relacionados pero independientes a la vez, se pretende dotar de los conocimientos básicos suficientes para abordar la función de marketing y comercial en el sector, haciendo especial hincapié en los aspectos diferenciales del sector frente a la generalidad empresarial, que ...

The art and science of marketing

marketing for marketing managers

The art of marketing comes from the doing of marketing - implementing programs to attain and retain customers, and seeing what actually works. This is the province of marketing managers, direct marketers, advertisers, and consultants. The examples of good and bad practice used throughout this book ...