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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, ...

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  832 Kč

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Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets. This book is for anyone with a brand. It is a book about future-proofing your brand's identity...

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  909 Kč

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How can you establish a customer-centric culture in an organization? This is the first comprehensive book on how to actually do service design to improve the quality and the interaction between service providers and customers...

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  940 Kč

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Statistics has played a leading role in our scientific understanding of the world for centuries, yet we are all familiar with the way statistical claims can be sensationalised, particularly in the media. In the age of big data, ...

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  261 Kč

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This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added...

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  641 Kč

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The Brand Gap is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to ...

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  652 Kč

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A refreshingly honest reminder of what the path to business success really looks like ... It's an amazing tale' Bill Gates In 1962, fresh out of business school, Phil Knight borrowed $50 from his father and created a company with a simple mission ...

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  267 Kč

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Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing expertise to identify the definitive rules that govern the world of marketing...

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  276 Kč

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Predatory Thinking is a masterclass in how to outwit the competition, in ordinary life as well as in business. It is the philosophy that has underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder ...

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  310 Kč

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The world is awash in bullshit, and we're drowning in it. Politicians are unconstrained by facts. Science is conducted by press release. Start-up culture elevates hype to high art. These days, calling bullshit is a noble act...

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  279 Kč

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Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding ...

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  790 Kč

  Více než 30 dní

Creativity is all around us. Not in art galleries. But on the train, at work, in the street outside, and in schools, hospitals and restaurants. Creative vision exists wherever people are...

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  376 Kč

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