This is the complete, practical, no-fluff desk reference to next generation online and mobile marketing. Drawing on his extensive experience helping companies of all sizes successfully utilize the web, mobile marketing, and social media, Michael Tasner helps marketers, entrepreneurs and managers move beyond hype and high-level strategy to proven tactics and successful ground-level execution. Tasner distills all of today’s new options into the key trends that offer the greatest opportunities for today’s marketers.
An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals..
The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan.
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
"To paraphrase the old adage: 'Half of marketing dollars are effective, we just don't know which half!' This book changes the marketing game so you'll really know what's working and what's not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability."
The Fundamentals of Marketing teaches beginning marketing students the basics of how marketing organisations successfully move from product concept through to the creation of successful brands. Russell explains the key tools used to develop successful brands including selling theories, consumer behaviour, creation and development of brands, strategic pricing, distribution, market research, strategic thinking and the promotion of these brands through advertising.
