Duyệt Bộ môn Marketing theo Năm xuất bản
Đang hiển thị mục 1-20 trong tổng 96
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Managing brand equity : capitalizing on the value of a brand name
(Free Press, 1991)The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; ... -
Building strong brands
(Free Press, 1996)In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses ... -
Marketing Management: knowledge and skills
(McGraw-Hill, 1998) -
Market research made easy
(Self-Counsel Press, 2002)"Market research is vital if you want to stay in touch with your industry and your customers. Whether you are starting a new business, launching a product, setting a marketable price point, or simply trying to increase ... -
Creativity in product innovation
(Cambridge University Press, 2002) -
The market planning guide : creating a plan to successfully market your business, product, or service
(Dearborn Financial, 2002)This book contains everything needed to develop comprehensive, customized marketing plans and effective and focused marketing strategies for every size business—from sole proprietors to Fortune 500 companies. Readers will ... -
Marketing research : within a changing information environment
(McGraw-Hill, 2003) -
The media handbook : a complete guide to advertising media selection, planning, research, and buying
(Lawrence Erlbaum Associates, Inc., 2003)This book provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the ... -
Market research in practice : a guide to the basics
(Kogan Page Limited, 2004)It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible. ... -
Agency account handling : avoiding blood sweat and tears
(John Wiley & Sons Ltd, 2004)This book will help you understand the wider picture of client servicing, give you satisfied customers and allow you to go home at night with a smile on your face. In reality it may not avoid all the 'blood, sweat and ... -
Economics
(W. W. Norton & Company, Inc., 2006)For the 4th edition of this innovative text, 2001 Nobel Laureate Joseph E. Stiglitz again joins forces with one of the world's top monetary economists, Carl E. Walsh, who brings both macroeconomic expertise and teaching ... -
Marketing plans for service businesses : a complete guide
(Butterworth-Heinemann is an imprint of Elsevier, 2006)Marketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating ... -
The fall of PR and the rise of advertising
(Stefan Engeseth Publishing, 2006) -
Marketing research : within a changing information environment
(McGraw-Hill, 2006)Includes a variety of UK and European cases, providing European students with an insight into marketing research in a European environment. This edition takes an application-oriented approach, providing students with the ... -
Internet marketing : strategy, implementation and practice
(Prentice Hall, 2006) -
The strategy and tactics of pricing : a guide to growing more profitably
(Pearson, 2006) -
The media handbook : a complete guide to advertising media selection, planning, research, and buying
(Lawrence Erlbaum Associates, Inc., 2007)This book provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and ... -
Retailing
(Thomson South-Western, 2008)It emphasizes the impact of technology and the Internet, as well as gives solid coverage to international topics and issues unique to service providers. This text also illustrates how retailing as a career choice can be ... -
Creative strategy in advertising
(Thomas Wadsworth, 2008)This book provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people ... -
Questionnaire design : how to plan, structure and write survey material for effective market research
(Kogan Page Limited, 2008)
