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What did these business leaders do exactly? They brought very real, positive change to their organizations by using their unique CEO brand. Now, executive coach Suzanne Bates explains how you can exert the same kind of influence at your company. Discover Your CEO Brand provides the insight, knowledge, and tools you need to discover your own personal CEO style and then develop it into a power…
Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-comme…
Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business In Marketing 6.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate…
For undergraduate and graduate courses in marketing research. An applied and practical marketing research text With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a v…
TABLE OF CONTENTS Acknowledgments Key for symbols Introduction 1 The new world of management From the machine age to the information age F. W. Taylor: Management as science Henri Fayol: Defining managemenT Beyond scientific management The mythology of managerial work Peter Drucker: The prophet of change Knowledge management Decision theory 2 The new world of organizat…
This book describes the using of the internet as both a source of opportunities and a resource for generating additional revenues and discovering of the perfect business opportunity. It also describes the creating of a business plan, financing of a business with venture capital or debt financing, and managing for growth. Protecting intellectual property and harvesting business also covered in t…