New perspectives on retailing and store patronage behavior

a study of the interface between retailers and consumers

Today's interface between retailers and consumers is highly dynamic. Problems and opportunities like increased product complexity, rapidly changing consumer expectations, and the introduction of new technologies point to the need for explaining and understanding at suitable intervals the behavior of retailers and consumers in ...

Mass affluence

7 new rules of marketing to today's consumer

Forget mass customization and microsegmentation. Winning in today's business world requires a return to an approach abandoned by marketing experts decades ago. Mass marketing is back, say Paul Nunes and Brian Johnson--but with a new target and a fresh approach that companies ignore at ...

Essencials of health care marketing

A complete curriculum of marketing management tools and techniques, ideal for graduate and upper-level graduate courses, is contained in this text. Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more, the chapters cover market research, strategy ...

The business of brands

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways ...

Objects of desire

consumer behaviour in shopping centre choices

What determines where people shop? Why would shoppers visit one shopping centre rather than another? Developers, backers, planners and Government will wish to estimate the viability of proposed new centres. Developers wish to plan, build and/or improve shopping centres to maximize profitable retail sales ...

Building great customer experiences

This is an updated edition of the bestselling book by Colin Shaw and John Ivens about building and delivering great customer experiences. Many companies neglect the customer experience. The authors show that physical execution and emotional impact of customer experiences may ultimately determine customer satisfaction ...

Revolutionize your customer experience

In his previous groundbreaking book with John Ivens, Colin Shaw looked at the development of the conceptual framework for the customer experience together with examples of best practice and strategies for implementation. As predicted the customer experience has become the next competitive battleground. The current ...

Cómo conquistar el mercado con una estrategia CRM

Qué ocurre cuando todas las empresas ofertan un producto de calidad? ¿Y cuando todas sitúan al cliente en el centro de su actividad? ¿Cómo el cliente puede diferenciar una propuesta de otra? ¿Cuál será el camino para la conquista de la mente del consumidor? La ...

Marketing laterial

nuevas técnicas para encontrar las ideas más rompedoras

ÍNDICE: Introducción. 1. La evolución de los mercados y la dinámica competitiva. 2. Aspectos fuertes y débiles del pensamiento tradicional de marketing. 3. Innovaciones originadas dentro de un mercado: la forma más habitual de innovar. 4. Innovación originada fuera de un mercado determinado: una forma ...

How brands become icons

the principles of cultural branding

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some ...

Brandscendence

three essential elements of enduring brands

There are many brands in the world and there are some that rise above the competition and distinguish themselves with their enduring success. These well known brands are on the journey to what branding expert and author Kevin A. Clark calls Brandscendence. How do brands ...

The profit impact of marketing strategy project

retrospect and prospects

New developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy#s project. Here, Paul Farris and Michael Moore gather together ...

Fundamentos de marketing turístico

El marketing turístico tiene como objetivo la comercialización de los productos y los servicios de las organizaciones que integran el sector. Para ello se centra en las peculiaridades propias del ámbito turístico: la interrelación que existe entre las empresas y los destinos, la elevada estacionalidad ...

Analysis for marketing planning

Analysis for marketing planning

Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to ...

Marketing as strategy

understanding the CEO's Agenda for driving growth and innovation

In economic downturns, the marketing budget is often the first to get slashed. Why? Because many CEOs believe that marketing is unable to deliver results where it counts: the bottom line. Nirmalya Kumar argues that marketing¿s future depends on altering its function and mindset ...

Intellectual Property management

the role of technology-brands in the appropriation of technological innovation

The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the returns of their intangible technological assets with the ...

The professional services firm Bible

Spanning everything from legal firms and architects to fundraisers and dentists, the professional services industry continues to experience spectacular growth yet remains largely undocumented in business literature. Until now. The Professional Services Firm Bible is a sophisticated and comprehensive guide to running a highly productive ...

Enamore a sus clientes

guía para triunfar en la batalla del marketing del futuro

Harry Beckwith describe con claridad,perspicacia y sentido del humor la nueva era de la comunicación y la confusión en la que nos encontramos,y ofrece pautas al lector para destacar entre la multitud y dar satisfacción a las expectativas de los clientes y consumidores ...

The economics of retailing and distribution

This book provides a uniform and coherent approach to the analysis of distribution systems in general and retail systems in particular. It develops the fundamentals of retail demand and supply, and demonstrates how the provision of distribution services is a principal determinant of economic outcomes ...

Born to buy

the comercialized child and the new consumer culture

Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends ...