Книги. Художественная литература. Учебники и пособия.

Michel Wedel, Rik Pieters

In the last decade there has been a rapid growth in commercial applications of eye-tracking technology to assess the effectiveness of visual marketing efforts. Eye-movements are tightly coupled with visual attention which makes them eminent indicators of the covert visual attention process. Now a sizable and growing body of literature exists on attention to visual marketing stimuli. Eye-Tracking for Visual Marketing provides: 1. the foundations of visual attention and eye-tracking 2. a conceptual framework for eye-tracking research in marketing 3. a review of the marketing literature within this conceptual framework. Motivated from its rising importance in marketing practice and its potential for theoretical contribution, Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. Next, it describes the authors' theory and reviews eye-tracking applications in marketing based on this...

Leon Schiffman, Leslie Kanuk

David Ford

Book DescriptionNo company can be an island in today's business world. Each one is locked into a complex network of relationships with suppliers, customers and other business partners. To be effective, managers within companies must constantly assess these relationships and the intentions, actions and reactions of their counterparts within them. Indeed, managing its relationships and its position in the business network has become the critical task on which a company's very existence stands or falls. This new edition of Managing Business Relationships aims to help managers and students understand the reality of business networks and how to manage in them. It has been entirely rewritten to include the latest thinking and research from the IMP (Industrial Marketing and Purchasing) Group. The book * provides a structured way to understand business networks and their effect on the practicing manager. * offers a complete analysis of management in different...

Herschele Gordon Lewis, Herschell Gordon Lewis

The author analyzes contemporary marketing to find the answers to the key question: What has gone wrong with current marketing? We Have more statistical models, more computer technology, more "killer apps," and more seminars about CRM and branding and customer retention, and yet response rates have gone through the floor and productivity and profitability have followed. And our customers believe us less than ever before. And no one seems to know why. Except for Lewis. He focuses on the misuses of technology, the substitution of flash for substance, and the inability or unwillingness to keep concern for customer rapport in the selling and marketing equation. Why has marketing been failing? The answers are here.

Stockton B. Colt

Barry Berman

This book has a strategic emphasis that focuses on decision making in a changing environment. It presents the latest developments in channels management, including: electronic data interchange, relationship marketing, customer service, wholesaler contacts, parallel importing, legal areas, product recall, recycling, hub-and-spoke distribution, and slotting allowance.

Dick Stroud

* Contains original research conducted by OMD into the relationship between age and consumer behavior

David H. Bangs

Whether you're a beginner or a pro, learn to create the perfect marketing plan for your business. In today's highly competitive and rapidly changing business world, the right marketing plan can make the difference between winning over your customers, or losing them to the competition. But in order to create the best plan, people who run businesses large and small must answer a few key questions: Who is my customer? How can I reach them? What does my customer need? How can I best meet those needs?

Alan Fyall

The combined forces of growing competition, changing patterns of consumption, environmental factors and slowing economic growth mean that the next decade will provide a challenging environment for tourism marketing.This collection of groundbreaking and stimulating chapters that explore innovative marketing operations, interactions and experiences, illustrates how each contributes to the sustainable development of destinations. In this edited collection of reflective, challenging and provacative papers leading international tourism and marketing academic researchers, policy makers and practitioners critically discuss vital contemporary themes relating to innovative marketing operations, interactions and experiences and the means by which each contributes to the sustainable development of destinations.

Mouna Jalloul

One-to-One-Marketing bezeichnet die Bereitschaft und Fahigkeit eines Unternehmens, sein Verhalten auf den individuellen Kunden abzustimmen. Die Personalisierung von Websites ist eine Auspragung des One-to-One-Marketings im Internet und kann einen Beitrag dazu leisten, das Leistungs- und Dialogangebot des Unternehmens im Internet an den individuellen Bedurfnissen und Praferenzen der Kunden auszurichten. Dieses Buch erortert und bewertet die verschiedenen Moglichkeiten der Personalisierung von Websites. Dabei wird im Ergebnis aufgezeigt, welchen Beitrag die Personalisierung von Websites fur das One-to-One- Marketing leisten kann und inwieweit das One-to-One- Marketing im Internet geeignet ist, die personliche Beziehung zwischen dem Unternehmen und einem einzelnen Kunden zu gestalten und zur Kundenbindung beizutragen. Da sich die Personalisierung von Websites mit Daten befasst, welche die Bedurfnisse und Interessen sowie das Verhalten der Kunden im Internet moglichst genau beschreiben,...