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This 548-page book gives you 100 of the most effective direct mail sales letters ever written. Plus, get hundreds of tips and checklists for effective writing, more than 100 ways to open a letter, 90 ways to close a letter, 14 sections covering all types of…read more

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The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin…read more

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This book offers a thorough examination of rumors and proposes strategies for organizations to use in combatting rumors that occur both internally and externally. Author Allan J. Kimmel explores the rumor phenomenon and distinguishes it as a distinct form of…read more

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Reflecting advances in theory, research, and application in the discipline since the publication of the Handbook of Public Relations in 2001, this new volume is global in scope and unmatched in its coverage of both academic research and professional best…read more

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Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of…read more

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Das Herausgeberwerk widmet sich in einzelnen Beiträgen den dominierenden Zielgruppenkonzepten im Konsumentenmarketing. Neben eindimensionalen und primär an beobachtbaren Merkmalen orientierten Segmentierungen (z.B. Zielgruppe „Frau“ oder „Best Ager“) werden…read more

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Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond. Barton Goldenberg,the field’s #1 expert, offers a proven,…read more

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This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most…read more

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Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite…read more

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PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP “Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain…read more

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What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers’ senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch ,…read more

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This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains…read more