Johanna Katarina Moisander, Anu Valtonen “Qualitative Marketing Research: A Cultural Approach"

Johanna Katarina Moisander, Anu Valtonen “Qualitative Marketing Research: A Cultural Approach"
Sage Publications Ltd | 2006-05-24 | ISBN: 1412903815 | 240 pages | PDF | 1,3 MB



Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.
The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behavior.

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Michael Regester, Judy Larkin "Risk Issues and Crisis Management in Public Relations: A Casebook of Best Practice"

Michael Regester, Judy Larkin "Risk Issues and Crisis Management in Public Relations: A Casebook of Best Practice"
Kogan Page | 2008-07-28 | ISBN: 0749451076 | 256 pages | PDF | 1,3 MB



The reputation of an organization influences whether or not we buy from, work for, supply to and invest in that organization. This fourth edition of Risk Issues and Crisis Management in Public Relations defines reputation, explores how to value it, and provides practical guidelines for effectively managing it.
This latest edition features new sections on the effects of recent world events, Corporate Social Responsibility, climate change and sustainability, legal revisions and the use of the Internet in a crisis. Featuring new case studies on Oxfam & Starbucks, Sony, Dell, BP, and Wal-mart, the book charts how rapidly the reputation management agenda moves and yet how slowly business learns.

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Norton Paley “Manager's Guide to Competitive Marketing Strategies"

Norton Paley “Manager's Guide to Competitive Marketing Strategies"
Thorogood Publishing | 2005-02-25 | ISBN: 1854183656 | 425 pages | PDF | 2,1 MB



The third edition of this best-selling book includes new sections on corporate culture, business intelligence, CRM and leadership, as well as many brand new case studies reflecting current issues, including: assessing corporate culture and turning it to competitive advantage, maneuvering around competitors when trapped in a weak position, energizing a product line, and reviving a business after a period of no-growth

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Jeanniey Mullen, David Daniels “Email Marketing: An Hour a Day"

Jeanniey Mullen, David Daniels “Email Marketing: An Hour a Day"
Sybex | 2008-11-24 | ISBN: 0470386738 | 312 pages | PDF | 8,8 MB



If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute an email marketing campaign in just one hour a day. When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks.

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Joseph Jaffe “Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising"

Joseph Jaffe “Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising"
Wiley | 2005-05-25 | ISBN: 0471718378 | 304 pages | PDF | 1,6 MB



The old media strategies advertisers used for decades no longer work. Here's what does!
Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing."

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Aubrey Wilson “The Marketing Audit Handbook: Tools, Techniques and Checklists to Exploit Your Marketing Techniques"

Aubrey Wilson “The Marketing Audit Handbook: Tools, Techniques and Checklists to Exploit Your Marketing Techniques"
Kogan Page | 2002-09-01 | ISBN: 0749437359 | 306 pages | PDF | 1,5 MB



"The Marketing Audit Handbook" offers practical, down-to-earth assistance to all marketing and sales managers. It guides the reader out of long-term, formal strategies and jargon to a comprehensive and straightforward analysis of how to get the most from the internal marketing audit.

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101 Ways to Really Satisfy Your Customers: How to Keep Your Customers and Attract New Ones

Full of practical tips to improve customer service and maintain a level of excellence, this resource helps businesses attract new customers and keep regular customers coming back. Suggestions include understanding customers, using a personalized approach, managing customers over the Internet and telephone, overseeing internal customer service, and stepping in when things go wrong. Helpful tips, such as giving regular customers a contact number for outside normal business hours, offer great ideas for speeding up customer-service transactions for busy owners and managers. Also included are checklists to gauge customer service satisfaction, handle customer complaints effectively, and analyze competition efficiently.


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Daniel Yadin, " International Dictionary of Marketing"

Definitions of everyday marketing terms and jargon, plus in-depth explanations of marketing practices and procedures.

Book Info
Written in clear, unambiguous language, this important reference provides accurate descriptions of the techniques, practices, terminology and jargon used in all marketing-related areas.


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E. R. Yescombe, " Public-Private Partnerships Principles of Policy and Finance"

Review
"This extremely useful book offers a systematic presentation of the recent trend where governments look increasingly to private sector for building and managing infrastructure facilities as well as for providing specialized services. The text covers a wide range of issues, from very general policy ones faced by authorities in considering whether to adopt the PPP route to much more technical ones, including financial analysis, procurement, financial and legal structuring. Written by an experienced practitioner, Mr. Yescombes work represents an invaluable and authoritative guide to all parties involved in PPPs- from investors, bankers, companies providing infrastructure and services to public sector authorities and the public at large as the main user of PPP facilities and/or services. The book is expected to be an excellent introduction for newcomers into the PPP business as well as a valuable reference source for all those that already have experience in the subject."
- Mojmir Mrak, Professor of International Finance, Ljubljana Faculty of Economics, University of Ljubljana, Slovenia --Mojmir Mrak, Professor of International Finance, Ljubljana Faculty of Economics, University of Ljubljana, Slovenia


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Graham Friend, Stefan Zehle, "Guide to Business Planning

To get any new business idea off the ground you must have a plan--and if you need to raise funds to finance the business or get the approval of senior management, it must be a convincing plan. This guide covers every aspect of preparing a business plan including how to analyze the market, how to model the business and financial statements, and analysis of risk and the assessment of both the upside and potential downside, and the all-important executive summary--often the only part of a business plan that is read. Finally, "Guide to Business Planningshows how to use a business plan to help put your ideas into practice and how to monitor and measure the performance of the business. This newest title in The Economist series is critical for businesspeople who have an idea and need a plan.


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Lior Arussy, "Passionate and Profitable: Why Customer Strategies Fail and Ten Steps to Do Them Right!"

Why, despite spending billions of dollars in customer relationship programs and other customer initiatives, do some companies still exhibit poor results in gaining and holding on to customers? Intentions and initiatives are common, but the harder task is living and executing them. Passionate and Profitable takes a critical stand on customer relationships and offers a new approach to help you build strong relationships that have customers returning again and again¿for years to come! There is not one company out there that doesn't claim to put their customers first, yet very few of them can demonstrate long-term success in forming strong, sustainable, and profitable relationships with customers. Passionate and Profitable details the critical decisions and trade-offs companies must make in order to focus their efforts on the customer. These choices are often tough but necessary to establish a relationship that goes beyond the occasional and accidental.

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Janet Switzer, "Instant Income"

In her first solo book, entrepreneur Switzer (co-author, with Jack Canfield, of The Success Principles) offers practical insights for business owners in a fast-paced text jam-packed with useful information and tricks of the marketing trade. Designed to bring in customers and cash, Switzer's guide builds on small business basics and provides authoritative strategy in an impressive number of areas: customers, joint-ventures, advertising, prospecting, sales, the internet, apprenticeships, negotiating deals and "earning extra income whenever you need it." Switzer is a firm believer in research, promoting the theory that the best marketing campaigns gather as much knowledge as possible about potential customers-their problems, needs and goals-in order to avoid the "customer complaints, returns, and refunds" generated by "selling prospects something they don't need." Packed with advice on everything from "Writing ads that make the phone ring" to "Launching a viral report" to "Going into business with the boss," as well as endorsements from Switzer's satisfied advisees, this book is a valuable resource for anyone who owns a small business or is interested in making some extra money; media-savvy consumers may also find this book useful in navigating the marketing forces that bombard them daily.
Copyright © Reed Business Information, a division of Reed Elsevier Inc.


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Richard O., Jr. Zerbe, Allen S. Bellas, "A Primer for Benefit-Cost Analysis"

Benefit-cost analysis (BCA) is the best technique for analyzing proposed or previously enacted projects to determine whether undertaking them is in the public interest, or for choosing between two or more mutually exclusive projects. An introduction to BCA for students as well as practitioners, this accessible volume describes the underlying economic theory and legal and philosophical foundations of BCA.


BCA provides an objective framework around which discussion, correction and amendment can take place. Stated simply, it is the calculation of values for all the inputs into and outputs from a project and then the subtraction of the first from the second. The authors' goal here is to take the mystery out of the process. They discuss practical issues of market-based valuation and aggregation, non-market valuation, practical applications of general equilibrium models, issues in discounting, and the impacts of risk and uncertainty in BCA. They also provide a list of resources and case studies looking at ethanol and the use of cellular phones by drivers.


Straightforward in style and cutting-edge in coverage, this volume will be highly usable both as a text and a reference. Advanced undergraduates and masters students in public policy, public administration, economics and health care administration programs will find this a valuable resource. It will also be of great use to agencies that perform benefit-cost analyses.


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Frank Skinner, "Pricing and Hedging Interest and Credit Risk Sensitive Instruments"

This book is tightly focused on the pricing and hedging of fixed income securities and their derivatives. It is targeted at those who are interested in trading these instruments in an investment bank, but is also useful for those responsible for monitoring compliance of the traders such as regulators, back office staff, middle and senior lever managers.

To broaden its appeal, this book lowers the barriers to learning by keeping math to a minimum and by illustrating concepts through detailed numerical examples using Excel workbooks/spreadsheets on a CD with the book. On the accompanying CD with the book, three interest rate models are illustrated: Ho and Lee, constant volatility and Black Derman and Toy, along with two evolutionary models, Vasicek and CIR and two credit risk models, Jarrow and Turnbull and Duffie and Singleton. These are implemented via spreadsheets on the CD.

* Starts at an introductory level and then develops advanced topics
* Provides plenty of numerical examples rather than mathematical equations to aid full understanding of the strengths and weaknesses of all interest rate derivative models
* Can be used for self-study - a complete book on the topic, which includes examples with answers


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Malcolm McDonald , "If You're So Brilliant... How Come Your Marketing Plans Aren't Working?: The Essential Guide to Marketing Planning "

With more than a quarter million copies sold world-wide of his acclaimed book Marketing Plans, Malcolm MacDonald is in a unique position to write this--his first--quick-fix guide for busy practitioners who need results now. He has pared down the detailed advice originally found in his 500-page tome to give readers a concise guide to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning, the common obstacles and advises on how to overcome them. This is a little book with big ambition--to help managers help themselves to deliver marketing plans that deliver results.

Contents include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output--the plan; defining markets and segments prior to planning and lots more.


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Ross Geddes, " IPO and Equity Offerings"

An initial public offering (IPO) is one of the most significant events in corporate life. It follows months, even years of preparation. During the boom years of the late 1990s bull market, IPOs of growth companies captured the imagination and pocketbooks of investors like never before.

This book goes behind the scenes to examine the process of an offering from the decision to go public to the procedures of a subsequent equity offering. The book is written from the perspective of an experienced investment banker describing the hows and whys of IPOs and subsequent equity issues.

Each aspect of an IPO is illustrated with plenty of international examples pitched alongside relevant academic research to offer a combination of theoretical rigour and practical application.

Topics covered are:
the decision to go public
legal and regulatory aspects of an offering; marketing and research
valuation and pricing
allocations of shares to investors
examination of fees and commissions

* Global perpective: UK, European and US practices, regulations and examples, and case studies
* First hand experience written by an IPO trader with academic rigour
* Includes the changes in the market that resulted from 1998-2000 equity boom


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Hersh Shefrin, "A Behavioral Approach to Asset Pricing"

A Behavioral Approach to Asset Pricing Theory examines the reigning assumptions of asset pricing theory and reconstructs them to incorporate findings from behavioral finance. It constructs a solid, intact structure that challenges classic assumptions and at the same time provides a strong theory and efficient empirical tools.

Building on the models developed by both traditional asset pricing theorists and behavioral asset pricing theorists, this book takes the discussion to the next step. The author provides a general behaviorally based intertemporal treatment of asset pricing theory that extends to the discussion of derivatives, fixed income securities, mean-variance efficient portfolios, and the market portfolio.

The book develops a series of examples to illustrate the theoretical results. The CD-ROM contains most of the examples, worked out as Excel spreadsheets, so that a diligent reader can follow them through.
Instructors might also want to use the examples to assign class exercises, asking students to modify the numbers and see what happens.

* The first book to focus completely on how behavioral finance principles affect asset pricing
* Hersh Shefrin is a recognized expert in behavioral finance
* Behavioral finance is a growth area in finance scholarship and moving more and more into practice


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H. Gifford Fong, "The Credit Market Handbook: Advanced Modeling Issues

In The Credit Market Handbook, financial expert and Editor H. Gifford Fong has assembled a group of prominent professionals and academics familiar with the credit arena. In each chapter, a different expert analyzes a different issue related to today's dynamic credit market, including portfolio credit risk, valuation models, and the importance of modeling credit default.

In bringing together these noted authors and their work, Fong provides you with a rich framework of research in the area of credit analysis. Some of the topics discussed within this comprehensive guide include:
* Estimating default probabilities implicit in equity prices
* Structural versus reduced form models: a new information-based perspective
* Valuing high-yield bonds
* Predictions of default probabilities in structural models of debt
* And much more

Filled with in-depth insight and expert advice, this invaluable resource offers you the critical information you need to succeed within today's credit market.


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Alf H. Walle, "Qualitative Research in Intelligence and Marketing: The New Strategic Convergence"

Although competitive intelligence and contemporary marketing research evolved from different intellectual traditions, both are indebted to qualitative methods of research and analysis. Walle shows that by merging their strategies in relevant ways, both fields grow even more robust and responsive to the needs of business clients and decision makers. Written by a noted humanist/social scientist with a wide ranging background in competitive intelligence and marketing research, this book can be viewed as a breakthrough. It is the first book to juxtapose, compare, and integrate the qualitative methods of marketing research with those of competitive intelligence. Among its many important features is a discussion of how to conduct a qualitative audit that assesses the degree to which an organization is able to take full advantage of qualitative analytic techniques. Walle reminds us that the qualitative social sciences and humanities have a strong tradition within intelligence, one that dates back to World War II. Although innovations from the qualitative social sciences and humanities were developed 50 years ago, they were allowed to atrophy as the principle researchers of the time re-entered civilian life. Walle updates and revives them, and shows readers how to do it themselves for their own business purposes. The book reintroduces the World War II-era "culture at a distance" method that applied qualitative social sciences and humanities to intelligence, but updates them in terms of advances that have taken place since then. It also provides useful means to merge competitive intelligence and contemporary marketing research in ways that will result in collaboration and mutual understanding. Finally, Walle provides an appendix that discusses how to recruit and motivate researchers, whose training comes out of the humanities but whose contributions to business will prove of exceptional value. This is an important new resource for marketing practitioners and graduate level students and their teachers.


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Thomas Riggs, "Encyclopedia Of Major Marketing Campaigns"

Developed as a companion to the publisher's Major Marketing Campaigns Annual, this volume profiles 500 of the most notable marketing and advertising campaigns of the past 100 years. These campaigns cover the marketing of all types of products and services, each in two to five pages, with referral to other sources for further study. Riggs (who also edits the annual) has done a superb job of encapsulating the most important aspects of the campaigns, placing them in historical context, and identifying the target market, competitors, strategies employed, and outcome for each. The size of this collection allows for the coverage of a wide variety of campaigns and the comparison of campaigns and marketing strategies in similar product or service categories. Company studies are presented alphabetically, with campaigns ("You Deserve a Break Today," "Got Milk?") products, and individuals presented through the index. This compilation delivers admirably on the promises in its introduction and should be held by every public, special, or university library that serves marketing or advertising professionals or students.DLittleton M. Maxwell, Univ. of Richmond, VA

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