This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid ...

In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this ...

How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. ...

Ethics in marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that ...

This book prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical how-to techniques geared toward increasing analytical abilities ...

This book shows students how customer value–creating it and capturing it–drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring ...

This book continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental ...

The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and ...

This book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand and they are ...

Organizational Development (OD) consultants often face dilemmas when they market their services because there is a gap between clients’ expectation and the actual role of OD consultants. This book is about how to overcome ...