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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
The radical changes in Central and Eastern Europe (CEE) have brought about changes in marketing in the region, with CEE countries adopting a variety of market orientations. Meer
This book examines and critiques classical approaches to strategic analysis, whilst exploring alternative methods which utilise ecosystem and platform concepts, as well as chaos and complexity theories. Meer
Brands have become very important as sources of value and as a means to build value and sustain market position. Much emphasis has been placed upon the visual representation of brands. Meer
Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketeers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketeers and provides guidance for those who are implementing change processes to improve value creation capabilities. 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
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
Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks. Meer
The Sport Business Future examines the impact of powerful changes on the business of sport, including human-computer interfaces, gene therapy and artificial intelligence. Meer
Too many companies have let their sales people devolve into an order-taking, customer “farming” team where the focus is on following up on inbound leads or just trying to upsell current customers. Meer
Big Social Mobile shows that big data, along with social and mobile media, can improve enterprise performance significantly, but only when implemented in a holistic fashion. Meer
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