BestofBiz Briefings are articles on topical management issues from the London Business School, with links, references and further reading. This article can also be viewed free on the BestofBiz website.
On the same day I'd set aside to read and review 'Detective Marketing' by Stefan Engeseth, one of my partners forwarded me an online article about common sense in branding by the very same Mr Engeseth, the omens were good, writes Stephen Chandler.
Older people are often referred to as "old trouts" because they're wily, set in their ways and have dogmatic opinions, and they made better eating when they were younger. I feel a bit the same about Jack Trout on the basis of his book Big Brands, Big Trouble, Writes Hamish Pringle
After summarising the relevant theoretical foundations, this exploratory paper describes the current state of marketing metrics in the UK. Paper by T Ambler, F Kokkinaki, S Puntoni, D Riley
Broadly speaking there are two types of business book. Those written by high-profile individuals who write in a charismatic, individual way and those written by the worthy. This book definitely falls into the second category, writes Paul Seligman, managing director of Communicator.
Cyberlaw and E-Commerce has been created to address the legal issues surrounding the Internet and Electronic Commerce in light of technological changes that have radically altered the legal realities that confront business managers.By Baumer and Poindexter
The primary objective of this paper is to be able to provide an accurate forecast of overall new produst sales. A paper by PS Fader, B G S Hardie, C-Y Huang
Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. By Peter and Olsen
The authors present a global, behavioral, eclectic and multi-disciplinary coverage of consumer behavior. Reviewers praised Consumers 1e as the most current text in the field in the areas of technology, research, and illustrative examples.
This text is targeted at the undergraduate Business Marketing course. It introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers. By Robert Dwyer and John Tanner
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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