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Buying for retail is a demanding and challenging job that requires a creative flair, a strong awareness of fashion trends, life trends as well as good interpersonal and team working skills. Buyers and merchandisers have to ensure that the right merchandise is…

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Zara is the best known Spanish brand at an international level, and is listed among the hundred most valuable companies in the world. This insightful new book reveals the secrets behind Zara's success and examines the steps that its creator, Amancio Ortega,…

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There is growing interest in the use of Neuro Linguistic Programming (NLP) as a Qualitative Market Research technique. NLP was previously used in psychology to understand how people think and react, and as a tool in self-development, interpersonal skills and…
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Every firm's sales force combines the distinctive personalities of its members with the complex issues of size, pay structure, incentives, performance evaluation, and effective uses of new technology. And while underrepresented in most marketing texts, the…

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"Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight.  Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles…
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Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases…

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Advertising concepts and ideas are an endlessly renewable resource, but they need careful nurturing in order to reach their full potential. However, with the right approach to creativity, any ad agency or marketing department can become an idea factory that…

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Ever since Simon Anholt coined the phrase "Nation Branding" a decade ago, there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. But until now, there has been little guidance and little…

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Multinational companies need to manage their relationships with multinational customers with a globally integrated approach. This book provides a systematic framework for developing and implementing such global customer management programs. It draws on in-depth…
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$72.95

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Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their…

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This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer…
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$71.36 online

$107.95

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The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six…