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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…

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Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why…

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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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Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners…

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A framework for transforming business cultural clashes into cultural synergy. As the global economy continues to expand, the need for cross-cultural understanding is a key component to business success. In the U.S. and Japan alone, more than two million business…

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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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Informing Health Care Purchasers In today's competitive marketplace, health care providers, corporate purchasers, and health care executives are focusing their attention on quality, value, and accountability. This valuable resource provides health care…

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Today's consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies…

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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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What does it take to become a top performer in today's competitive sales field? In Sales as a Science, author Allan Lobeck focuses on helping salespeople understand the sales process from both the customer and sales perspective. Based on twenty-five years of…

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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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One World Currency presents a serious study about the need for a single stable currency with timely, historical references and skillful economic analysis by noted economist José Rafael Abinader. This book describes how a global and universally accepted currency…