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Predictive analytics, data mining and big data are key topics for organizations who want to leverage the ever increasing amounts of data that they hold about people. This easy to read, in-depth guide provides readers with a solid understanding of predictive…
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Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and…
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Setting the Standard for Product Management and Marketing Many of the leading voices in the product management profession collaborated closely with working product managers to develop The Guide to the Product Management and Marketing Body of Knowledge (the…
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This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning,…

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Interested in learning about the challenging, exciting, and the societal important fields of advertising and marketing communication? This book catapults you into that world. You'll learn what it's like to work in these fields and about all the tools available…
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Sponsorship is a privilege—don't abuse it. When you use sponsorship to build a brand, you are using the most powerful marketing tool you have. Why? Because you have the privilege of connecting with people and building relationships with them through…
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This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging…
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A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data…

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Salespeople and commercial leaders face a significant challenge and big opportunity. Purchasing in healthcare is undergoing a fundamental shift. Buying decisions, once driven by individual clinicians, are increasingly being made by data-driven committees,…

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While public relations practice has become increasingly globalized, scholars are still behind in theorizing about the intersections of culture, communication, and power at this level of practice. This volume emphasizes theories and concepts that highlight global…
Kobo ebook | German

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Das Dialogmarketing hat sich durch den Aufschwung des Online- und Social Media-Marketings grundlegend gewandelt. Die Zahl der Medien, durch die ein Dialog mit den Zielpersonen geführt werden kann, hat sich vervielfacht. In diesem Band wird der aktuelle Stand des…

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"Troy Waugh—‘the rainmakers’ rainmaker’—has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling…