Adweek S Marketing Week
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Adweek S Marketing Week
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Author :
language : en
Publisher:
Release Date : 1992
Adweek S Marketing Week written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with Advertising categories.
Adweek S Marketing Week
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Author :
language : en
Publisher:
Release Date : 1991-05
Adweek S Marketing Week written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991-05 with Advertising categories.
Proceedings Of The 1991 Academy Of Marketing Science Ams Annual Conference
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Author : Robert L. King
language : en
Publisher: Springer
Release Date : 2015-04-27
Proceedings Of The 1991 Academy Of Marketing Science Ams Annual Conference written by Robert L. King and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-27 with Business & Economics categories.
This volume includes the full proceedings from the 1991 Academy of Marketing Science (AMS) Annual Conference held in Fort Lauderdale, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, services marketing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Making It In Advertising
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Author : Leonard Mogel
language : en
Publisher: Leonard Mogel
Release Date : 2010-08
Making It In Advertising written by Leonard Mogel and has been published by Leonard Mogel this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-08 with Business & Economics categories.
Adweek
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Author :
language : en
Publisher:
Release Date : 2000-06
Adweek written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-06 with Advertising categories.
Managing Brand Equity
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Author : David A. Aaker
language : en
Publisher: Simon and Schuster
Release Date : 2009-12-01
Managing Brand Equity written by David A. Aaker and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-01 with Business & Economics categories.
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Business Information Sources
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Author : Lorna M. Daniells
language : en
Publisher: Univ of California Press
Release Date : 1993
Business Information Sources written by Lorna M. Daniells and has been published by Univ of California Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.
This is the reference work that librarians and business people have been waiting for--Lorna Daniells's updated guide to selected business books and reference sources. Completely revised, with the best, most recent information available, this edition contains several new sections covering such topics as competitive intelligence, economic and financial measures, and health care marketing. Handbooks, bibliographies, indexes and abstracts, online databases, dictionaries, directories, statistical sources, and periodicals are also included. Speedy access to up-to-date information is essential in the competitive, computerized business world. This classic guide will be indispensable to anyone doing business research today.
Proceedings Of The 1988 Academy Of Marketing Science Ams Annual Conference
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Author : Kenneth D. Bahn
language : en
Publisher: Springer
Release Date : 2015-05-08
Proceedings Of The 1988 Academy Of Marketing Science Ams Annual Conference written by Kenneth D. Bahn and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-08 with Business & Economics categories.
This volume includes the full proceedings from the 1988 Academy of Marketing Science (AMS) Annual Conference held in Montreal, Canada. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Expert Systems For Scanner Data Environments
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Author : John M. McCann
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Expert Systems For Scanner Data Environments written by John M. McCann and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.
The United States Patents Quarterly
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Author :
language : en
Publisher:
Release Date : 1987
The United States Patents Quarterly written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1987 with Copyright categories.