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Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Meer
"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity––an approach that gains access to consumers′ hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising. Meer
Shopping centers and other forms of retail properties continue to be among the soundest real estate investments in North America. But retail property is a highly specialized field of real estate development with a unique and complex set of legal, financial, development, management, and marketing variables about which investors and developers must possess a sound working knowledge. Meer
Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company′s good fortune–the customer. Meer
"Over the years, I have seen them all, and Warren Greshes is one of the very best. In his wonderful new book, Warren distills a lifetime of sales training into sixteen actionable tools, which, if you use them, will guarantee that you too reach your goals. Meer
Easily accessible, real–world and practical,
Dalrymple′s Sales Management 10e by Cron and DeCarlo introduces the reader to the issues, strategies and relationships that relate to the job of managing an effective sales force. Meer
Everything you need to know to get started. Franchising for Free If you′ve been considering buying a franchise business, but you′re not sure where to begin, this book will get you started. Meer
This cutting–edge book–with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism′s Integrated Marketing Communications department at Northwestern University–offers the latest thinking on the art and science of integrated marketing. Meer
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Meer
Developed from the authors′ experience working with firms seeking to build better business intelligence,
Customer Intelligence is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage. Meer
The fifth edition of what was formerly know as
The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. Meer
The book is an iconoclastic overview of the art of analyzing industries and competition. The book examines the capabilities of several complex business tools such as decision analysis, accounting, and other 'MBA-science' disciplines, and translates them into commonsensical concepts such as competitive strengths, uncertainty, complexity and 'results'. Meer
Marketing Hospitality has helped thousands of students gain the knowledge they need to meet the competitive challenges of the hospitality industry. Now this
Third Edition keeps the book in line with the latest developments in this rapidly changing field–with updated information, new case histories, and fresh examples drawn from a broad range of hospitality operations. Meer
52 Weeks of Sales Success, 2nd edition is based on Roberts′ series of popular weekly sales seminars originally offered to his staff. Ralph now delivers the same energy and sales–generating wisdom and closing tools to everyone who is committed to achieving his or her full potential. Meer
The only advanced marketing textbook specifically focused on the hospitality industry . . .
The time when you could run a hospitality business with nothing but a friendly smile and a strong work ethic has passed. Meer
Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how–to book provides you with the core marketing management concepts that everyone must know to compete in today′s business environment. Meer
In some parts of the world, especially in developing markets, category management today remains a stretch goal a new idea full of untapped potential. Meer
The Wall Street Journal predicts that between 50–60% of all goods and services in the U.S. will be sold through network or multi–level marketing methods in this decade. Meer
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