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THE DEFINITIVE M ARKETING GUIDE FOR THE 21st CENTURY
Everything You Need to Plan Your Strategy and Achieve Your Goals
From Fortune 500 consultant Robert J. Hamper–the man who wrote the book on strategic marketing–comes a powerful new blueprint for growth in today’s economy. Combining time-tested marketing tools with the latest global trends, this ready-to-use book guides you through every step of the strategy process.
Packed with essential charts, forms, and fill-in questionnaires, it’s the perfect planner for you and your organization–no matter how big or small.
Should an airline be talking about the royal baby? What’s a candy bar doing Tweeting about a soccer match? Since when does laundry detergent weigh in on TV shows? Those conversations seem crazy, right? They’re mismatched, they’re nonsense… and they are working.
In today’s ongoing battle for consumer attention, brands have been using a new strategy called real-time marketing to engage their audience on topics that are already top of mind. In Trendology, Chris Kerns uses a data-driven approach to analyze how brands are using social media to finally answer the burning question: How should brands best capitalize on trends?
Kerns dives into the data from more than 100 of the top brands on Twitter (including Disney, MTV, Starbucks, Coca-Cola, BMW, J.C
Economists generally accept as given the old adage that there’s no accounting for tastes. Gary Becker disagrees, and in this collection he confronts the problem of preferences and values: how they are formed and how they affect our behaviour. In the process he explores puzzles of social life as well as some of society’s problems. He observes, for example, that adjacent restaurants, which have roughly the same quality of food and similar prices, may differ greatly in the number of customers they are able to attract.
Has a commercial ever brought you to tears? Has a movie ever inspired you so much you change your way of life? Has the series finale of a television show ever broken your heart? Has a video game ever altered your perception of reality? If you’re like most consumers, you answered ‘yes’ to at least one of those questions. Whether you remember it or not, the music of that ad, film, show or game probably played a big role in influencing your emotional response during that experience. In fact, music is included in media specifically for the purpose of connecting with audiences on a deeper level that visuals alone cannot access.
The Companion to Consumer Behavior Analysis provides a unique and eclectic combination of behavioral, cognitive and environmental perspectives to illuminate the real-world complexities of consumer choice in a marketing-oriented economy. Edited by a leading authority in the field, the contributing authors have created a unique anthology for understanding consumer preference by bringing together the very latest research and thinking in consumer behavior analysis.This comprehensive and innovative volume ranges over a broad multi-disciplinary perspective from economic psychology, behavioral psychology and experimental economics, but its chief focus is on the critical evaluation of consumer choice in the natural settings of affluent, marketing-oriented economies.
The past decade has seen a dramatic increase in the use of Bayesian methods in marketing due, in part, to computational and modelling breakthroughs, making its implementation ideal for many marketing problems. Bayesian analyses can now be conducted over a wide range of marketing problems, from new product introduction to pricing, and with a wide variety of different data sources. Bayesian Statistics and Marketing describes the basic advantages of the Bayesian approach, detailing the nature of the computational revolution.
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. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world’s leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice. In the pursuit to define and illustrate ‘new’ market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made.
Named one of Fortune Magazine’s “5 Best Business Books” in 2015See your offering through the buyer’s eyes for more effective marketingBuyer Personas is the marketer’s actionable guide to learning what your buyer wants and how they make decisions. Written by the world’s leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes.
Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of “small data” in his quest to discover the next big thingHired by the world’s leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers’ homes, carefully observing every detail in order to uncover their hidden desires, and, ultimately, the clues to a multi-million dollar product.Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers, as well as anyone with a curiosity about the endless variations of human behavior.
Today Japan is still the second largest and most important consumer market in the world. This book discusses the development of Japanese consumerism, particularities of Japanese consumer behaviour and consumer rights, new consumer groups and emerging trend in the Japanese market.
Build a robust campaign from start to finish using Eloqua
Eloqua is a powerful platform that develops automated marketing and demand generation software and services for business-to-business marketers. It provides enough tools to start to centralize marketing operations and build holistic views of demand generation across multiple channels. This, in turn, gives marketers actionable results for their campaigns and the ability to centralize more of this data from one or a few systems. It helps ensure every component of marketing works harder and more efficiently to drive revenue.
This practical guide will help you realize your full potential by demonstrating how your campaign vision can be translated into a digital campaign in Eloqua, and how to measure its success.It will walk you through building a practical campaign, and explains the powerful features of Eloqua on this journey. You’ll also learn how to utilize these features in your campaign along with various tools that will enhance its marketing value.
This concise, yet focused guide looks at the Eloqua platform and breaks down the powerful tools that can be used to build automated digital campaigns for the modern marketer.
You will learn to build e-mails with personalized and reusable content.You’ll learn how to build and manage your database, efficiently execute marketing campaigns, score and route leads to sales. You’ll also learn how-to measure marketing’s impact on your business. Gating of your high value marketing content will be explored, implemented using native features of Eloqua landing pages and forms. Contact management and segmentation will also be covered in depth.
This book is a practical guide following a step by step approach to create, edit, customize and upload your marketing campaign using Eloqua.
If you are a marketing professional or business analyst who wants to use Eloqua to manage demand generation, lead scoring, e-mail marketing, and build digital marketing campaigns, this book is ideal for you. No previous knowledge of Eloqua is required.
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