Маркетинг, PR, реклама
Различные книги в жанре Маркетинг, PR, рекламаApples, Insights and Mad Inventors
Apples, Insights and Mad Inventors is a collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry’s best-known names – Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this entertaining and enlightening book is essential reading for any communications professional.
The Public Relations Writer's Handbook
The second edition of the Public Relations Writer’s Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.
The Marketing Director's Role in Business Planning and Corporate Governance
Corporate governance is a hot topic, as is the need for marketing to operate at board level. But no-one has yet brought the two issues together. This book changes that. Gerald MichIaluk builds on the latest research to help marketing directors incorporate marketing systems and best practice into a board’s decision-making process. Michaluk outlines marketing’s key role in alerting the board to market conditions that merit adjustment of the corporate strategy, thus ensuring that strategy is based on sound intelligence and grounded in market reality. The book is illustrated with examples from a host of top companies, as well as interviews with their CEOs and CMOs.
How to Make Brilliant Stuff That People Love ... and Make Big Money Out of It
This book describes a marketing and design approach called «total design,»which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. It's integrative because the design,marketing, and branding must give a clear and consistent story about the product. It's holistic becuase «total design» engages consumers on all levels.
Welcome to the Creative Age
This book chronicles the dawn of the age of creativity in business, when new ideas and practices based on creativity will drastically change the way we do business. Starting with an overview of the age of marketing, the book winds its way through the past and the present to show us the future of business, backed up with insights from sociology and psychology.
...And the Clients Went Wild!
Combine social media with traditional marketing techniques for breakthrough results! While social media is doing much to change the marketing landscape, it doesn't mean you have to take an either/or approach between it and more traditional methods. And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methods—traditional, online, or both—to win at a given marketing goal. And, whether by means of Facebook, Twitter, streaming video, or by old-fashioned word of mouth, public relations, or personal sales skill, the goal is to win, right? Find real-life examples of success from some of today's best businesses Shows how to integrate and benefit from both traditional and new marketing methods Uses the proven business growth strategy Red Zone Marketing® as a central concept Author has proven the concepts successful in her work for numerous major clients Don't throw out tried and true marketing techniques just for the sake of the new. Do what works! Perfect your marketing mix and win with And the Clients Went Wild!
The Art and Science of Interpreting Market Research Evidence
The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions. «This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. A must-read for anyone getting to grips with 21st century market research.» Virginia Valentine, Semiotic Solutions
Supply Chains and Total Product Systems
This wide-ranging reader locates supply chain management, lean production and related practice within the holistic concept of total product systems. Demonstrates the strategic relevance of managing supply chains and supply networks to organizational performance and to a range of business functions, including finance, design, production, environmental management, information systems, and marketing. Considers sustainable supply chain management across the service, manufacturing and process sectors. Reflects the radical changes in organizational beliefs, practices and processes that are necessary for a shift to supply chain management in contemporary, global, competitive conditions. Considers particular issues and challenges for micro, small, and medium-sized enterprises. Contains readings that are interdisciplinary and international in focus.
The Oliver Wight Class A Standard for Business Excellence
Oliver International Wight, Inc.
The Oliver Wight Class A Standard for Business Excellence is the definitive, comprehensive statement of excellence in business today. Oliver Wight’s Class A Standard is the accumulated practice and experience of Oliver Wight Consultants around the world. It reflects the effort and achievement of thousands of client companies who have used the standard, and the benchmark capability it enables, to differentiate their business. The Seventh Edition will be the standard of business excellence for all businesses. The standard will take the reader through an understanding of business maturity and how to drive increase maturity with corresponding sustainable business benefit. Using the Oliver Wight Proven Path, a journey of “Milestones” focused on strategic priorities that drive you through a series of defined Maturity Transitions, people, behavior and processes all become more aligned and focused. Updated content will include new information on collaboration, segmentation, value chain, analytics, optimization, and planning. Please note: Previous editions of this book were titled The Oliver Wight Class A Checklist for Business Excellence.
The Marketing of Technology Intensive Products and Services
This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused on the critical technology/market interface, and provides an executive introduction to marketing these products and services.