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Business / Economy

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  • (Turkish) E-CRM – Elektronik Ortamda Müşteri İlişkileri Yönetimi

    (Turkish) Dr. Esma DURUKAL – Doç. Dr. Ece ARMAĞAN


    “Pazarlama, dijital ekonomide müşterinin değişen yollarına uyum sağlamalıdır. Bu bağlamda, 21. yüzyılın en önemli uygulamalarından e-CRM, giderek artan rekabet ortamında günümüz işletmelerini müşteri ilişkileri yönetim sürecini elektronik ortamda gerçekleştirme yoluna sürüklemiştir. Akademisyenlere, kendini geliştirmek isteyen üniversite öğrencilerine, günümüz rekabet ortamında yenilikçi bir anlayış benimseyen işletmelere, güncel pazarlama trendlerini anlamak isteyen herkese faydalı olacak bir kaynak kitap.”

    Prof. Dr. Yavuz Odabaşı

     

    İDEFİX  KİTAPYURDU  D&R  N11   AMAZON

     

     

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  • (Turkish) Postmodern Pazarlamayı Anlamak

    (Turkish) Yazar: Prof. Dr. Yavuz ODABAŞI


    Y Z ve Alfa kuşakları… Pazarlama sektörünün hedef kitlesi hızla değişiyor.

    Artık Z kuşağına ürün pazarlarken kullanılan yöntemler Alfa kuşağı için geçerli değil. Peki, teknolojisiz bir dönem geçirmeyen yeni nesil, pazarlamanın da bu çağa ayak uydurmasını istemekte haksız mı? Pazarlama dünyası bu postmodern çağı yakalamak için neler yapıyor? Hızlı, interaktif, yaratıcı, en iyisi ve samimi olmalarını bekleyen tüketiciyi kazanmak için ne tür yenilikler geliştiriyor?

    Endüstri 4.0’dan 5.0’a doğru yol alırken pazarlama sektöründe tüketiciyi anlama ve ürünü kabul ettirme yöntemlerinin değişime uğradığına hepimiz şahit oluyoruz. Artık bilinçli farkındalık, tüketici aktivizmi, estetik pazarlamanın konuşulduğu bir dönem içindeyiz. Bu nedenle her an her yerde karşınıza çıkan pazarlama hareketlerini postmodernizm ışığında anlamak ve yorumlamak gerekiyor.

    Prof. Dr. Yavuz Odabaşı’nın iş/ekonomi dergilerinde ve gazetelerde pazarlama dünyasındaki gelişmeleri kaleme aldığı çok okunan yazılarından bir araya getirilen Postmodern Pazarlamayı Anlamak, pazarlama, iş, ekonomi ve iletişim alanlarına uzaktan yakından ilgi duyan herkesin kolayca okuyacağı ve ilgileneceği bir seçki.

    Okudukça ve anladıkça da postmodern pazarlamanın dışında kalamayacakları kesin…

    HEMEN ALMAK İÇİN:

    KİTAPYURDU  İDEFİX  D&R  HEPSİBURADA  

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  • Erba volant. Imparare l’innovazione dalle piante

    Si chiama biomimetica, ed è il metodo per studiare e imitare la natura garantendo all’uomo innovazioni efficaci e sostenibili. Così, le felci da appartamento che assorbono sostanze nocive diventano un modello per la depurazione dell’aria, mentre gli adattamenti sviluppati da alcune piante per resistere nei deserti forniscono idee per raccogliere acqua piovana e conservare vaccini senza frigorifero. In altri campi, osservare il regno vegetale può aiutare a progettare reti per lo scambio d’informazioni, a pianificare nuovi approcci al marketing, a sviluppare architetture leggere ecosostenibili, a ottenere la fotosintesi artificiale. In nove racconti-saggi che hanno per protagonista una società di consulenza molto particolare, Renato Bruni ci mostra come gli insegnamenti del regno vegetale possono venire incontro ad alcune nostre esigenze.

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  • yöneticilik ve liderlik arasındaki farklar nelerdir?

    Yöneticilikten Liderliğe – İş Hayatında Zirveye Ulaşma Taktikleri

    Yöneticilik ve liderlik arasındaki en büyük fark nedir?
    Yöneticilik, ekibine yapması gereken işleri söylemek ve o işleri üst yönetime sunmak ya da toplantılarda alınan kararları gerektiğinde ilgili departmanlarla birlikte çözmekten mi ibarettir?

    Yoksa olaylara 360 derece bakabilme becerisiyle tüm kanalları iyi yönetebilmek ve liderlik yolunda ilerlemek mi?
    Yöneticilikten Liderliğe para, pozisyon ve güç hırsından uzaklaşıp önce kendinizi sonra çevrenizi geliştirmeyi öğreneceğiniz, sadece işinizi değil üstünüzü, ekibinizi ve çevrenizi yönetebileceğiniz bir gelişim haritası sunuyor.
    Liderliğe uzanan biraz riskli, belki ucu sivri ama öğrenmek ve öğretmekle dolu bu yolda yöneticinin nasıl iyi bir lider olabileceğini göreceksiniz.

    RJ Reynolds, Frito Lay, Turkcell, Arnavut GSM operatörü ALBtelecom, Samsung Electronics Türkiye, Paco Underhill’de uzun yıllar yöneticilik yapan ve günümüzde de şirketlerde ve konferanslarda liderlik eğitimi veren Dr. Melik Karabıyıkoğlu’nun bilimsel bilgiyi kendi tecrübeleriyle harmanlayıp ortaya çıkardığı bu kaynak, tüm yöneticilerin başucu kitabı olmayı hak ediyor.

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  • The Sociopath’s Guide to Getting Ahead: Tips for the Dark Art of Manipulation

    Can you be manipulative or irresponsible? Do you occasionally experience a lack of guilt or empathy? Can you be impulsive and feel a need for excitement? Well, these traits are the hallmarks of the sociopath inside you, and it’s time to embrace it! The time to unleash your inner sociopath has never been more right―just look at today’s world leaders and most popular personalities. And it’s time to get yours.

    Shoot up the promotional ladder and become the predator at the top of the corporate food chain with The Sociopath’s Guide to Getting Ahead. Find the perfect job for the sociopath in you, fabricate your resume to perfection, and manufacture the perfect first impression to ace those interviews. Prey on the biases and manipulate the psychology of your coworkers to break them down. Engineer conflict, manipulate the flow of attention, and seize power for yourself. Play the office party to perfection. Learn how to fake naturalness, make the right allies, and take down your enemies. And take it all the way to the bank.

    A scathing, tongue-in-cheek take on Dale Carnegie’s How to Win Friends and Influence People, the self-help industry, and our world today, featuring cameos by Dostoyevsky, Plato, Robert Greene, Malcolm Gladwell and many others, The Sociopath’s Guide to Getting Ahead is the practical satire we need.

     

    Kitapyurdu  D&R  İdefix  BKM KİTAP

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  • The Tyranny of Metrics

    How the obsession with quantifying human performance threatens our schools, medical care, businesses, and government

    Today, organizations of all kinds are ruled by the belief that the path to success is quantifying human performance, publicizing the results, and dividing up the rewards based on the numbers. But in our zeal to instill the evaluation process with scientific rigor, we’ve gone from measuring performance to fixating on measuring itself. The result is a tyranny of metrics that threatens the quality of our lives and most important institutions. In this timely and powerful book, Jerry Muller uncovers the damage our obsession with metrics is causing―and shows how we can begin to fix the problem.

    Filled with examples from education, medicine, business and finance, government, the police and military, and philanthropy and foreign aid, this brief and accessible book explains why the seemingly irresistible pressure to quantify performance distorts and distracts, whether by encouraging “gaming the stats” or “teaching to the test.” That’s because what can and does get measured is not always worth measuring, may not be what we really want to know, and may draw effort away from the things we care about. Along the way, we learn why paying for measured performance doesn’t work, why surgical scorecards may increase deaths, and much more. But metrics can be good when used as a complement to―rather than a replacement for―judgment based on personal experience, and Muller also gives examples of when metrics have been beneficial.

    Complete with a checklist of when and how to use metrics, The Tyranny of Metrics is an essential corrective to a rarely questioned trend that increasingly affects us all.

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  • Sun Tzu and the Art of Business: Six Strategic Principles for Managers

    More than two millennia ago the famous Chinese general Sun Tzu wrote the classic work on military strategy, The Art of War. Now, in a new edition of Sun Tzu and the Art of Business, Mark McNeilly shows how Sun Tzu’s strategic principles can be applied to twenty-first century business. Here are two books in one: McNeilly’s synthesis of Sun Tzu’s ideas into six strategic principles for the business executive, plus the text of Samuel B. Griffith’s popular translation of The Art of War. McNeilly explains how to gain market share without inciting competitive retaliation, how to attack competitors’ weak points, and how to maximize market information for competitive advantage. He demonstrates the value of speed and preparation in throwing the competition off-balance, employing strategy to beat the competition, and the need for character in leaders. Lastly, McNeilly presents a practical method to put Sun Tzu’s principles into practice. By using modern examples throughout the book from Google, Zappos, Amazon, Dyson, Aflac, Singapore Airlines, Best Buy, the NFL, Tata Motors, Starbucks, and many others, he illustrates how, by following the wisdom of history’s most respected strategist, executives can avoid the pitfalls of management fads and achieve lasting competitive advantage.

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  • Sales Genius: 40 Insights From the Science of Selling

    Imagine having instant access to the world’s smartest thinking on sales – and being shown exactly what to do to guarantee that you get your own selling right, every time.

    Sales Genius makes it easy to apply what researchers know about brilliant selling to the real world. 40 chapters based on hundreds of cutting-edge business and psychology research projects reveal what works and what doesn’t work in sales. Each of the 40 chapters is a mini-masterclass in selling, explaining the research and showing you how to apply it for yourself.

    In Sales, conventional wisdom often says one thing while research says another. Sales Genius cuts through the noise to bring you proven research and techniques for applying it that will simply make you a better salesperson.

    Quick to read and intensely practical, this book will bring a little sales genius into your day.

    ‘Fascinating insights that explode some of the myths around sales, sales management and sales strategy’ Phil Jesson, Academy for Chief Executives

    ‘What a great read… An insightful look at the world of sales’ Anthony Stears, The Telephone Assassin

    ‘As a sales specialist I’m impressed by the amount of detailed research which supports the information in each chapter’ Andrew Docker, Andrew Docker Associates

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  • Corporate Communication

    Corporate Communication

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  • Performance at the Limit: Business Lessons from Formula 1 Motor Racing

    Can you imagine your organisation as a Ferrari or a McLaren, a Toyota or a Force India? Your management team as a pit crew? Your sales force as the race team and your marketing and research department as the design studio creating a Formula 1 car? Formula 1 has an estimated turnover of $4bn, employs 50,000 people in more than 30 countries and has a foothold in every major and developing economy. With performance as the central focus of every organization, Performance at the Limit uses the case of Formula 1 motorsport as an example of how business can achieve optimal performance in highly competitive environments where dealing with change effectively is paramount. This second edition builds on the success of the first and contains a wealth of new material, including many more interviews with Formula 1 drivers and other key executives active in the sport.

    Buy Online: Amazon, Kitapyurdu, D&R, Idefix, HepsiburadaBabilN11

     

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  • Strategic Intuition: The Creative Spark in Human Achievement

    When do you get your best ideas? You probably answer “At night,” or “In the shower,” or “Stuck in traffic.” You get a flash of insight. Things come together in your mind. You connect the dots. You say to yourself, “Aha! I see what to do.” Brain science now reveals how these flashes of insight happen. It’s a special form of intuition. We call it strategic intuition, because it gives you an idea for action-a strategy.

    Brain science tells us there are three kinds of intuition: ordinary, expert, and strategic. Ordinary intuition is just a feeling, a gut instinct. Expert intuition is snap judgments, when you instantly recognize something familiar, the way a tennis pro knows where the ball will go from the arc and speed of the opponent’s racket. (Malcolm Gladwell wrote about this kind of intuition in Blink.) The third kind, strategic intuition, is not a vague feeling, like ordinary intuition. Strategic intuition is a clear thought. And it’s not fast, like expert intuition. It’s slow. That flash of insight you had last night might solve a problem that’s been on your mind for a month. And it doesn’t happen in familiar situations, like a tennis match. Strategic intuition works in new situations. That’s when you need it most.

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  • Musk Mania: Elon Musk’s five insane principles of success

    Elon Musk is the ultimate Wavemaker. The founder of SpaceX, Tesla and PayPal, Musk refuses to drift on the waves of innovation, and instead creates waves on his own. In Musk Mania, Hans van der Loo and Patrick Davidson unravel Musk’s magic by showing us his five principles of success. Musk Mania gives an insight into the mind-set and motivations of the man who wants to change the world.

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  • The Quantum Leader: A Revolution in Business Thinking and Practice

    Drawing inspiration from quantum physics, innovative management thinker Danah Zohar offers a powerful new model for business thinking and practice. “Quantum leaders,” she says, like the systems they have to manage, are poised at “the edge of chaos.” They thrive on the potential latent in uncertainty and are adept at unleashing the creativity of self-organization. More important, they are vision- and value-led; they adapt quickly, are unafraid to play with the boundaries and reinvent the rules, and celebrate diversity.

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  • Uncommon Sense: The popular misconceptions of business, investing and finance and how to profit by going against the tide

    How would you like to succeed in business and master investment by profiting in untapped areas that the masses know nothing about?

    Uncommon Sense guides you to unique, little-known and commonly misunderstood strategies that generate lasting revenue and sustained results by going against the tide.

    In this book you’ll discover:
    – How to asses real value, understand the hidden motives of the media and see through hype.
    – Real business investing models such as hybriding and super-specialisation which will enable you to invest securely and profitably.
    – Understand the popular misonceptions, schemes, traps and truths which part you from your money – and learn how to defend yourself against them and secure lasting wealth.

    Essential reading for investors, innovators and entrepreneurs, Uncommon Sense provides a balanced, insightful and inspiring toolkit for making smart decisions in investing and business.

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  • The Power of Framing: Creating the Language of Leadership

    “The primary work of leadership involves managing meaning through framing. Fairhurst shows that the way leaders use language to frame people, situations, and events has important consequences for the way individuals make sense of the world and their actions. The Power of Framing is an accessible and inspirational read for leaders who want to shape their organizations in ethically responsible ways.”
    —J. KEVIN BARGE, professor, Texas A&M University

    “An ideal book for MBA students and business professionals who are interested in specific tools for constructing leadership in their professional worlds. By focusing on the language toolbox of leadership, the book empowers anyone to construct leadership through talk and interaction.”
    —JOLANTA ARITZ, associate professor, Center for Management Communication, USC Marshall School of Business

    “Building on her earlier acclaimed work, and written in a highly accessible style, Fairhurst’s thoughtful study provides us with a practical and highly relevant analysis of the power of framing language from a leadership perspective. This is a must-have book.”
    —DAVID GRANT, professor of organizational studies, University of Sydney

    “Communication is the most important element of leadership, and framing of the subject and situation is one of the most powerful tools available to leaders. Gail Fairhurst has created the handbook to help leaders do this right. A must-read for anyone in a leadership capacity.”
    —RICH KILEY, venture capitalist, and retired Procter & Gamble marketing and HR executive

    “To be an effective global manager, there is nothing more critical than understanding how to frame an issue so that you are effectively communicating and motivating in a culturally sensitive manner. This book will tune you into these issues and show you how to make certain your communication is properly interpreted by your audience.”
    —OLGA JACOB, general sales manager (Belgium, Netherlands, and Luxembourg), American Airlines

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  • Hit Makers: The Science of Popularity in an Age of Distraction

    Nothing “goes viral.” If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today’s crowded media environment, you’re missing the real story. Each blockbuster has a secret history—of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity if they fail to connect with the right network, and the consumers that matter most aren’t the early adopters, but rather their friends, followers, and imitators — the audience of your audience.

    In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like and reveals the economics of cultural markets that invisibly shape our lives. Shattering the sentimental myths of hit-making that dominate pop culture and business, Thompson shows quality is insufficient for success, nobody has “good taste,” and some of the most popular products in history were one bad break away from utter failure. It may be a new world, but there are some enduring truths to what audiences and consumers want. People love a familiar surprise: a product that is bold, yet sneakily recognizable.

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  • Hidden Agenda: A Proven Way to Win Business & Create a Following

    Each of us pitches ideas every day. Sometimes we sell our ideas to a small room full of skeptical colleagues. Sometimes we pitch to a boss, or a board of directors, a new organization, or for the contract of our dreams. Regardless, it all boils down to the act of stirring someone to join you—to agree to followyou. Yet we consistently underestimate how critical it is to recognize the needs, spoken and unspoken, of the decision maker. Decisions are made by people, and people have needs and agendas. Understanding these needs and agendas are critical to success in business. Kevin Allen’s approach is not about persuading, but about creating a connection that assures a mutual win.

    Through his years of successfully pitching ideas, veteran ad man Allen has seen a pattern emerge: pitches aimed directly at the needs of the decision maker are winners. By recognizing the unspoken need of the decision maker, and connecting the pitch to that need, the likelihood of winning the sell is virtually assured. In The Hidden Agenda, Allen describes in practical terms an entirely new way to compel people to follow you and embrace what you are selling. The Hidden Agenda lays out concrete steps to identify the “who” you are reaching, “what” elements you can connect with, and “how” to connect with your audience with the end goal of simultaneously winning the sell and establishing an ongoing collaborative relationship.

    This entertaining book moves at a rapid clip and is full of lively anecdotes of hard-won advertising campaigns. From Mastercard’s iconic “Priceless” campaign to Rudy Giuliani’s mayoral campaign, Kevin Allen has seen first-hand how to effectively find, connect, and speak to the Hidden Agenda to win business unfailingly, every time.

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  • Viral Marketing: The Science of Sharing

    This is not your typical “how to get shared” book.

    It would be nice to believe that viral success is as easy as being sneezed on. Those who spend a marketing dollar relish the possibility that the brave new world has brought brave new rules and the tantalising potential for a free ride. After applying scientific method and rigorous research to the topic, Nelson-Field says, “Wake up and smell the well-branded coffee.”

    Using original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices.

    Viral Marketing suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. Marketers who have read How Brands Grow (Sharp, 2010) will find the key research that underpins this new work familiar. Nelson-Field’s research builds on the science behind brands and buying.

    This is a must read book for anyone working in the social media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.

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  • It’s Not the Size of the Data — It’s How You Use It: Smarter Marketing with Analytics and Dashboards

    Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touchpoints and channels. It can be information overload–too much, too scattered. But locked in the vast quantity of information are accurate, data-driven answers to every marketing question. Analytic dashboards are transformative web-based tools that gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. World renowned marketing expert Koen Pauwels supplies a simple yet rigorous methodology and wealth of case studies to help any size organization, in any industry, turn data into productive action. He explains step by step how to: Gain crucial IT support Build a rock-solid database Select key leading performance indicators Design the optimal dashboard layout Use marketing analytics to improve decisions and reap rewards Gut decisions are outdated and downright dangerous. Whether you’re trying to allocate resources between online and offline marketing, measure the ROI of specific efforts, or scale up a creative campaign, dashboard analytics bring scientific precision and insight to marketing efforts–with far better results.

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  • Advertising Transformed: The New Rules for the Digital Age

    Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works.

    Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.

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  • How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands

    Following the success of international bestseller How Brands Grow: What Marketer’s Don’t Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing.

    How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.

    Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand’s Distinctive Assets and a framework to underpin your brand’s Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.

    This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you’ve ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.

    If you read and loved How Brands Grow, it’s time to move to the next level of marketing. And if you haven’t, get ready — this book will change the way you think about marketing forever.

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  • The Caterpillar Way Lessons in Leadership, Growth and Shareholder Value

    THE NEW YORK TIMES BESTSELLER!
    How one tenacious company found the drive to succeed–on a global scale

    In the early 1980s, Caterpillar, Inc. lost one million dollars per day for three consecutive years. Its continuing existence came into question. Today, “CAT” is the world’s most profitable manufacturer of construction and mining equipment and large engines. The now legendary global company made numerous well-calculated, though risky decisions for three consecutive decades–in the process scaling to heights unimaginable to even the finest business enterprises.

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  • The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

    Today you can build powerful, enduring brands at amazingly low cost — without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. All you need are passion for your brand, low-cost digital tools, and The Ad-Free Brand.Drawing on his experience helping build Red Hat’s billion-dollar global brand, Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!

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  • How Brands Grow: What Marketers Don’t Know

    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.

    The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

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  • Brand Breakout: How Emerging Market Brands Will Go Global

    World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. This best-selling, updated edition outlines eight strategies – including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources – that will take brands from domestic dominance to worldwide triumph and dominance.

    For each strategic route, Kumar and Steenkamp examine the most effective implementation and identify the problems that companies will face and how these can be overcome. Full of international case studies including HTC, Tata Motors, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, the authors demonstrate that their strategies and underlying strategic brand-building principles are here to stay. Brand Breakout is not only a practical and enlightening guide for emerging market brands but crucial reading for Western companies who should not underestimate the challenge coming from these up-and-coming international businesses. It equips readers with the knowledge and techniques so that their brand can finally go global.

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  • Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

    Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies.

    How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes.

    Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.

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