Los 80 conceptos esenciales de marketing de la A a la Z

Services, marketing and management

Fundamentos de investigación de mercados

ºMarketing de clientes

cómo mantener,fidelizar y conseguir nuevos clientes

Tourism forecasting and marketing

Value-based marketing for bottom-line sucess

5 steps to creating customer value

This volume provides a five-step model for creating and managing a value delivery marketing system within an organization. It contains the tools and strategies for identifying customer values, executing a value- based marketing strategy, and then analyzing the results including ROI

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Marketing para empresas audiovisuales

Brands and branding

Marketing insights from A to Z

80 concepts every manager needs to know

Indispensable recorrido por todos los conceptos fundamentales del marketing, de la mano de la más reconocida figura internacional en el campo de los estudios de marketing, Philip Kotler... The most renowned figure in the world of marketing offers the new rules to the game for ...

Marketing deportivo

el negocio del deporte y sus claves

The complete independent movie marketing handbook

promote, distribute and sell your film or video

Looking at every stage of the movie marketing process, this is a complete guide for independent filmmakers on how to find distribution and audiences for movies and videos. It gives practical, real-world examples on how to promote, distribute and sell film and video productions. From ...

Strategic marketing planning

Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. -Leading authors in this sector, Wilson ...

Marketing research

an applied orientation

For upper-level undergraduate and MBA courses in Marketing Research and Marketing Data Analysis. This international leader in graduate marketing research texts presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from a ...

Consumer behavior

For undergraduate or first year MBA students. This revision of a classic text retains the strong empirical and market segmentation approach that has set the standard for consumer behavior study through 7 editions. This new edition focuses on how the Internet has changed the way ...

Marketing 2.0

strategies for closer customer relationships

The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to ...

After image

mind-altering marketing

A fascinating and imaginative voyage into the future of marketing, by a leading thinker and practitioner at the cutting edge of marketing. John Grant has been part of the new marketing revolution since the mid- 90s. In this book, drawn from the latest findings in ...

Imagen de marca

Los autores recorren a lo largo del libro las diferentes etapas del proceso de creación de imagen de marca. El libro explica cómo se desarrollan las percepciones, las imágenes de marca sobre productos, servicios, empresas e instituciones. Lo hacen en base a ejemplos reales, muchos ...

Total integrated marketing

breaking the bounds of the function

The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system ...

Investigación de mercados estrategica

cómo utilizar de forma inteligente la información de los estudios de mercado

Este libro está escrito paro los profesionales de la empresa que han de tomar decisiones estratégicas y operativas en el área comercial. Su público objetivo por tanto, son Directivo Generales, Directores de Marketing, Gerentes Comerciales y en general los Responsables de lka Actividad Comercial de ...