Editura Kogan Page (34 cărţi)

A discussion of the practical realities of brand management. Reinventing the Brand covers the major issues and influences that are affecting the future of brand marketing. These include: globalization; » ...mai mult

CRM in Financial Services gives a whole host of suggestions as to how companies can improve their CRM and achieve the anticipated return on investment. It shows how to avoid the main problems and challenge » ...mai mult

Based on the authors' Integrated Branding model, Brand Driven offers leaders and managers at all levels the necessary tools for integrating the entire organization with the brand. Using case studies, it » ...mai mult

An exploration of how 8-14 year-olds around the world relate to consumer brands. Brandchild compares their behaviours and preferences and looks at the trends which influence them. The book reveals new » ...mai mult

Brand New Brand Thinking seeks to pull together recent ideas in advertising, with suggestions on what to do in practical terms. Each chapter has been contributed by a different expert who has something » ...mai mult

Customer Management Storecard documents the results of global research on customer management in over 300 companies. It is based on the Customer Management Assessment Tool (CMAT), a diagnostic tool for » ...mai mult

A handbook on CRM project management. It addresses implementation, advocating an approach based in the real world and stressing the measurable goals and tactical uses of CRM. Areas covered include: critical » ...mai mult

The first book to provide a rigorous framework for analysing a brand's potential both locally and globally. The purpose of this book is to clarify for brand managers what they must consider when managing » ...mai mult

This is the first examination of the world's top 100 spectacular brand disasters. It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global » ...mai mult

Beyond Branding shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. In response to the growing ‘anti-globalisation’ » ...mai mult

Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Martin Lindstrom shows for the first time how it can be done. » ...mai mult

Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on. Part of the new Market Research in Practice series – essential guides for the burgeoning Market » ...mai mult