In dit boek combineren Richard van Kray en Marjolein Bongers hun expertise op het gebied van sales en LinkedIn tot een unieke gids waarmee je de effectiviteit van je salesaanpak flink zult verbeteren.
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The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice. Meer
The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term. Meer
Evaluating the ways in which we construe consumer choice, this book examines the psychology, methods and realities of the role it plays for today’s consumer. Meer
China's love for luxury is not a phenomenon brought on by the contemporary luxury market, but has been a part of Chinese culture and history for generations. Meer
Principles of Marketology, Volume 2 focuses on the practical aspect and demonstrates the applications of marketology referring to market orientation, internal marketing, business, market and competitive analysis concepts and techniques. Meer
Customer centricity is fundamental to business growth and ongoing success. Most executives appreciate the importance of it yet don't know how to execute it or sell the processes internally. Meer
Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes. Meer
Marketing Psychology portrays the behaviour of consumers as influenced by its environmental consequences and extends this analysis to marketing management by proposing a novel understanding of the marketing firm. Meer
Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right. Meer
Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right. Meer
This book presents a new and practical segmentation approach to be used in global customer management in the form of a scale by which to measure the level of corporate globalization. Meer
Creative Marketing has been written in response to the continued failure to address the theory/practice gap in marketing management. The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. Meer
Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Meer
Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media. Meer
Mentzer and Moon apply their 25 years of sales forecasting management research to their techniques for sales forecasting. They cover managing the process, performance measurement, regression analysis, qualitative sales forecasting, and forecasting systems. Meer
Explains marketing management concepts and applications in nonprofit, charitable and nongovernmental organizations in an easy-to-follow style. This text presents marketing concepts, supported with real-world examples. Meer
This book proposes a revolutionary new theory of construct measurement – called C-OAR-SE – for the social sciences. The acronym is derived from the following key elements: construct definition; object representation; attribute classification; rater entity identification; selection of item type; enumeration and scoring. Meer
The four-volume collection speaks to important emerging trends in the field of critical marketing; specifically with regard to the connections between critical marketing, contemporary theories of emotional, aesthetic and sexual labour, critical social marketing, macromarketing and political economy. Meer
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