To meet today's challenges, companies need to do more than build processes for customer-driven products. This book takes readers through the cultural transformation of the Developer Division at Microsoft, and shows them how to "hack" their culture and reduce the distance between…
How to build lasting connections through meaningful communication Developing successful relationships is critical to our success in both our personal and professional lives. The Power of Understanding People shows you how to establish and develop extremely effective relationship…
Marketing has been transformed in the last 5 years by a portfolio of powerful new digital tools and practices. The tools and trends are powerful, but complex and overwhelming to many marketers. This book explains how to make sense of it all: big data, social communities, marketi…
Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as 'marketing's new paradigm'. Established as the key text in the area, the fo…
With the "first screen"--The television -- companies sent ads directly into consumers' living rooms, reaching millions with one campaign. The "second screen"--the personal computer -- increased interaction between companies and consumers and allowed for immediate customer feedba…
"Why customer retention is the new acquisition? If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different?"--So says Joseph Jaffe, bestselling author of "Life After the 30-Second Spot" and "Join the …
Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies…
Multiple case studies in the book - and online as video case studies at the book's homepage (ie. Senseo ; Red Bull ; Lindt & Sprüngli ; Ryanair)