Brand Management

Customers don't come into a shop because they have to, because they have no choice; they enter voluntarily because it is practical, or attractive, or fun! Shops are not yet written off and retailers are not practising an ancient craft, but there is a lot that needs to be done. Drawing on extensive ..

Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making the most of a blended approach to communications and marketing and how CMOs can respond..

Shops need to change, to reassess their unique customer appeal and work in new ways with suppliers and customers if they are to survive. Online retailing is often seen as the panacea, but is that really the case? The internet will undergo many changes, too. Many e-retailers will disappear or end up ..

Shops need to change, to reassess their unique customer appeal and work in new ways with suppliers and customers if they are to survive. Online retailing is often seen as the panacea, but is that really the case? The internet will undergo many changes, too. Many e-retailers will disappear or end up ..

The third edition of the book offers a thorough guide to collecting and reporting accurate measures of customer satisfaction as well as useful advice on how to use the measures to drive performance improvement...

Behavioural economics shows organizations how to understand the motivation that drives their customers. It offers perspectives for engaging with customers whose views on what to buy are strongly driven by contextual factors, such as the framework and the dynamics of choices. Enrico Trevisan's The I..

Behavioural economics shows organizations how to understand the motivation that drives their customers. It offers perspectives for engaging with customers whose views on what to buy are strongly driven by contextual factors, such as the framework and the dynamics of choices. Enrico Trevisan's The I..

Value Creation and the Internet of Things describes value delivery and consumption, exploring the mechanisms by which new value is captured and created in enterprises dedicated to competing and prospering in this new environment. Manu revisits existing theories and frameworks of intrinsic motivation..

MaryLee Sachs has drawn on her research and interviews with some of the most inventive new CMOs from companies in established and emerging markets. What the New Breed of CMOs Know That You Don’t speaks to the future of marketing, the strategic value of the function and the role of the CMO. This pri..

MaryLee Sachs has drawn on her research and interviews with some of the most inventive new CMOs from companies in established and emerging markets. What the New Breed of CMOs Know That You Don’t speaks to the future of marketing, the strategic value of the function and the role of the CMO. This pri..

What’s Your Business? offers a comprehensive pathway through corporate design, clarifying the relationship between corporate design and corporate strategy and the terms identity, brand, image, communication and reputation. It explores the impact of developing digital technology on brand creation whi..

Why Customers Would Rather Have a Smartphone than a Car explores some of the fundamental changes in consumer behaviour: Why do we buy less in shops and more on the internet? Why do we spend more on gadgets, smartphones and Apps and not more on food, holidays or clothing? Why do most business people ..