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Counterintuitive Marketing
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, ...
The Consumer Trap
"Michael Dawson provides a step-by-step account of how the corporate marketing behemoth works and grows. Using first-hand evidence, he shows how big business marketing campaigns penetrate and alter the lives of ordinary Americans."--BOOK JACKET.
The Marketing Revolution
The top executives of one of the world's most influential marketing research and consulting firms take companies to the forefront of the marketplace. Clancy and Shulman establish new guidelines that will replace the pseudo-science of death-wish marketing and seat-of-the-pants research with intelligent marketing.
Marketing Myths that are Killing Business
In a brash and brilliant style, two of the world's most renowned marketing consultants open reader's eyes to 170 myths that are killing products, services and brands. They steer readers toward radical change that will snatch them from the jaws of death wish marketing. Illustrations.
Market New Products Successfully
Innovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge opinion before a national rollout, only to have competitors snatch ideas and undermine results. Given the problems with conventional approaches, it's not surprising that 90% of new products and services fail. Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.
The Brand Bubble
How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics...
Marriage Material
A cutting-edge study of marriage’s transformative effects on same-sex relationships. It is no secret that marriage rates in the United States are at an all-time low. Despite this significant decline, the institution of marriage endures in our society amid historic changes to its meaning and practice. How does the continuing strength of marriage impact the relationships of same-sex couples after the legalization of same-sex marriage? Drawing on over one hundred interviews with LGBTQ+ people, Marriage Material reveals the transformative impact marriage equality has had on same-sex relationships. Sociologist Abigail Ocobock looks to same-sex couples across a wide age range to illuminate the c...
Mental Health, Social Mirror
Sociologists often view research on mental health as peripheral to the real work of the discipline. This volume contains essays that reassert the importance of mental health research in sociology. Experts in the field articulate the contributions that mental health research has made, and can make, in resolving key theoretical and empirical debates. The contributions provide answers to critical questions regarding the social origins of--and social responses to--mental illness.
Marketing Manager Diploma (Master's level) - City of London College of Economics - 12 months - 100% online / self-paced
Overview The ultimate course in marketing. Nothing will be uncovered. Content - What is Marketing? - Marketing Management - Marketing Management Philosophies - Marketing Challenges into the Next Century - Marketing and Society: Social Responsibility and Marketing Ethics - Social Criticisms of Marketing - Citizen and Public Actions to Regulate - Business Actions Towards Socially Responsible - Principles for Public Policy Towards Marketing - Strategic Marketing Planning - The Global Market Place - Business Markets and Business Buyer Behaviour - Market Information and Marketing Research - Core Strategy - And many more Duration 12 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.
Ecology Against Capitalism
In recent years John Bellamy Foster has emerged as a leading theorist of the Marxist perspective on ecology. His seminal book Marx's Ecology (Monthly Review Press, 2000) discusses the place of ecological issues within the intellectual history of Marxism and on the philosophical foundations of a Marxist ecology, and has become a major point of reference in ecological debates. This historical and philosophical focus is now supplemented by more directly political engagement in his new book, Ecology against Capitalism. In a broad-ranging treatment of contemporary ecological politics, Foster deals with such issues as pollution, sustainable development, technological responses to environmental cri...
