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Marketing and Customer Loyalty: The Extra Step Approach
Kobo ebook

|May 10, 2017

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This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it attributes to the final…
Marketing Renewable Energy: Concepts, Business Models and Cases
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|June 23, 2017

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This book answers questions such as: How do you market green electricity or bio-methane? What is the right price for renewable energy? How do the legal framework and customer preferences influence marketing strategies? Is direct marketing or online marketing the…
How to Manage a Successful Press Conference
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|March 2, 2017

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Despite the ubiquity of new forms of communication technology, press conferences remain a vital way for companies to share news. One size or message does not fit all and the content showcased must be of interest to every member of the audience. This book…
Competitive Advantage of Customer Centricity
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|June 5, 2017

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This book presents strategies that put the customer at the center of an enterprise. It elaborates on the reasons for viewing customers as assets that a firm needs to acquire, develop and cultivate in order to generate profitable relationships, and champions…
Kundenwert: Grundlagen - Innovative Konzepte - Praktische Umsetzungen
Kobo ebook | German

|May 4, 2017

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In diesem Buch werden aufbauend auf Ergebnissen der Kundenzufriedenheits- und Kundenbindungsforschung sowie auf Basis finanzwirtschaftlicher Ansätze von renommierten Autoren Bausteine des Kundenwerts analysiert, Berechnungsmethoden diskutiert und…
Crisis Communications: A Casebook Approach
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|August 5, 2016

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Crisis Communications: A Casebook Approach presents case studies of organizational, corporate, and individual crises, and analyzes the communication responses to these situations. Demonstrating how professionals prepare for and respond to crises, as well as how…
Business Project Management and Marketing: Mastering Business Markets

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Marketing and implementing large-volume orders and major projects calls for specific types of expertise. This textbook deals with all of the management tasks involved: order management, inquiry evaluation and proposal preparation, pricing and revenue planning,…
Persuasive Advertising: Evidence-based Principles
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|May 26, 2010

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Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and…
Applied Public Relations: Cases in Stakeholder Management
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|March 27, 2015

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With its practical orientation and scope, Applied Public Relations is the ideal text for any public relations case studies or public relations management course that places an emphasis on stakeholder groups. Through the presentation of current cases covering a…
Exhibit Marketing and Trade Show Intelligence: Successful Boothmanship and Booth Design

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"Exhibition organizers and venue managers must have a thorough knowledge of their customers and they must be very close to the industries they serve. We must react rapidly to their changing needs and even be ahead of the curve in providing the tools and services…
The International Brand Valuation Manual: A complete overview and analysis of brand valuation…

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The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand…
Hospitality Marketing
Kobo ebook

|June 17, 2013

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This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course it contains examples and case studies that show how ideas and…
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