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Grondslagen van de marketing / Druk 10
2022 || Hardcover || Bronis Verhage e.a. || Noordhoff || met inkijkexemplaar || ook als eBook
- De meest gebruikte inleiding in het vakgebied marketing;
- toegankelijk en volledig, veel praktijkvoorbeelden;
- aandacht voor actuele marketing onderwerpen.
Grondslagen van de marketing van prof. dr. Bronis Verhage is de meest gebruikte inleiding in het hoger onderwijs voor marketing. Deze gerenommeerde auteur slaagt er als geen ander in studenten passie voor het vak bij te brengen. Ze leren hoe ze creatieve ideeƫn en de juiste klantgerichte houding ontwikkelen voor een uitdagend, commerc...
How Brands Grow
What Marketers Don't Know
2010 || Hardcover || Byron Sharp || Oxford University Press
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application.
Experiental Marketing
Secrets, Strategies, and Success Stories from the World's Greatest Brands
2016 || Hardcover || Kerry Smith e.a. || John Wiley and Sons Ltd
The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.
Experiential marketing, the use of live, f...
The Experience Economy
With a New Preface by the Authors: Competing for Customer Time, Attention, and Money
2019 || Hardcover || B. Joseph Pine II e.a. || Harvard Business Review Press
Time is limited. Attention is scarce. Are you engaging your customers?Apple Stores, Disney, LEGO, Starbucks.
Do these names conjure up images of mere goods and services, or do they evoke something more--something visceral?Welcome to the Experience Economy, where businesses must form unique connections in order to secure their customers' affections--and ensure their own economic vitality. This seminal book on experience innovation by Joe Pine and Jim Gilmore explores how savvy companies excel ...