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Digital marketing has become a necessity for almost all companies and organizations across the globe. However, few companies measure the effectiveness of their campaigns and so the return on investment debate continues. How to Measure Digital Marketing explains…

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Cet ouvrage, désormais devenu un classique dans son domaine, expose, point par point, comment les entreprises les plus avancées en matière de marketing/communication, partent de leur stratégie marketing pour aboutir à un spot de télévision, une annonce de presse…
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|June 29, 2012

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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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|September 20, 2013

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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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|October 20, 2014

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How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury’s gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages…
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|April 18, 2017

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|May 15, 2017

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Good customer service may be seen as a crucial asset for most organisations. But how do you know that you are delivering good customer service both externally and internally and, more importantly, delivering it to meet and exceed your customers' expectations?…
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|May 15, 2017

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In every industry, and any company, customer loyalty marketing is an important pillar of corporate strategy. This second edition of Customer Loyalty Programmes and Clubs, explains how the key to effective protection against competition lies in identifying and…
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|May 25, 2017

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Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help…
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|March 16, 2017

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Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic…

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The increasing division and specialization of labor between the market and the nonmarket sector is a central stylized fact of long-run economic development. Over time, a large share of activities which had formerly been carried out by the private household itself…