Business : Advertising & Promotion

Most products fail. Some succeed. A few redefine their markets-or even create entirely new markets. This book is about what it takes to create those breakthrough products and services. Drawing upon nearly a decade of advanced research, Jonathan Cagan and Craig M. Vogel identify the key factors associated with successful innovation—and offer a revolutionary approach to building tomorrow’s great products. Gain real insight into emerging trends-in both consumer and industrial markets Identify Product Opportunity Gaps that can lead to entirely new markets Navigate the ''Fuzzy Front End'' of the product development process, when products and markets aren’t yet defined Make appropriate use of both qualitative and quantitative tools Connect strategic planning and brand management to product development Build diverse product teams that work together smoothly Creating Breakthrough Products transforms innovation from serendipity to science, giving you tools for creating products that change the rules of the game and achieve significant competitive advantage. more...

Price: $23.99

Marketing based on averages brings average results. This is not good enough in today’s intensely competitive environment. Most companies have the potential for delivering a more powerful and relevant brand proposition. Yet it rarely happens. In this innovative and groundbreaking book Torsten Nilson introduces the concept of the 'customized brand' - how to effectively adapt brands, whether mass-market or niche, to the needs and wishes of individual customers. more...

Price: $60.00

Die markt- und wettbewerbsorientierte Regulierung der Telekommunikation ist seit Jahren wichtiger Gegenstand europ??ischer Richtliniensetzung und nationaler Gesetzgebungen. Die Liberalisierung der europ??ischen Telekommunikationsm??rkte hat zu erheblich ver??nderten Marktstrukturen sowie zu Wachstum gef??hrt. Nun steht erneut eine ??berpr??fung und Weiterentwicklung des europ??ischen Regulierungsrahmens an, bei der die Erfahrungen sowie sich abzeichnende marktliche Ver??nderungen zu ber??cksichtigen sind, um auch in Zukunft eine gute Entwicklung von Infrastrukturen und Diensten im Wettbewerb zu erm??glichen. Dabei ist es hilfreich, Erkenntnisse ??ber den Zusammenhang zwischen Regulierung und Marktentwicklung zu er??rtern und z.B. auch die Frage der Kompetenzverteilung zwischen europ??ischen und nationalen Regulierungsinstitutionen zu diskutieren.Vor diesem Hintergrund hat der M??NCHNER KREIS in Br??ssel mit hochkar??tigen Wissenschaftlern und Experten seine Fachkonferenz durchgef??hrt. Das vorliegende Buch enth??lt die Ergebnisse. more...

Price: $49.95

This Third Edition shows readers how to successfully create high-impact advertising on a limited budget. It offers practical, tested techniques and hard-earned insights into every major form of advertising, from newspaper and magazine ads, flyers and brochures to direct mail, radio, catalogs, and publicity. more...

Price: $19.95

An exclusive look at one of the world's most successful and controversial companies, and the mysterious family behind it. BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire near-fanatical loyalty. While many carmakers struggle with falling sales, profits and market share, demand for BMWs continues to grow, frequently outpacing production. Now, David Kiley-Detroit Bureau Chief at USA Today and author of Getting the Bugs Out, which covered Volkswagen's demise and rebirth, goes inside the fabled German automaker to see how it does what it does so well. With unprecedented access to BMW executives, Kiley goes behind the walls of BMW's famed 'Four Cylinders' headquarters in Munich at a time when the company is in its most aggressive, and some say riskiest, expansion in its history and when some of the company's new products, like the 7 Series sedan and Z4 roadster, are for the first time drawing as many barbs from critics as bouquets. Kiley covers intimate details of the boardroom drama surrounding the company's nearly disastrous acquisition and subsequent sale of the British Rover Group and its expansion into selling MINI and Rolls Royce cars. Besides being a world-class carmaker, BMW is also considered one of the smartest consumer marketing companies and Kiley explores the extraordinary value and management of the BMW brand mystique. He also takes a revealing look at the mysterious and ultra-private Quandt family of Bad Homburg Germany, which owns a controlling stake in BMW: Johanna and Susanne Quandt, two of the wealthiest women in Europe and Stefan Quandt, one of the wealthiest bachelors on the continent. David Kiley (Ann Arbor, MI) is the Detroit Bureau Chief at USA Today who has covered the auto industry for 17 years. He has been featured on Nightline, CNBC, CNN, MSNBC, NPR and the Today show. He is also the author of Getting the Bugs Out: The Rise, Fall, and Comeback of Vol more...

Price: $29.95