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Author
Description
This evaluation of the sources of illogical decisions explores the reasons why irrational thought often overcomes level-headed practices, offering insight into the structural patterns that cause people to make the same mistakes repeatedly. In a series of illuminating, often surprising experiments, the author, a MIT behavioral economist, refutes the common assumption that we behave in fundamentally rational ways. Blending everyday experience withgroundbreaking...
Author
Pub. Date
[2016].
Description
"Haters are not your problem. Ignoring them is. Eighty percent of companies say they deliver outstanding customer service, but only 8 percent of their customers agree. This book will help you close that gap by reconfiguring your customer service to deliver knockout experiences. The near-universal adoption of smartphones and social media has fundamentally altered the science of complaints. Critics ("haters") can now express their displeasure faster...
Author
Pub. Date
[2011]
Description
Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples?including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others?to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.
5) How to write a marketing plan: define your strategy, plan effectively and reach your marketing goals
Author
Series
Pub. Date
2019.
Description
"How to Write a Marketing Plan provides a step-by-step guide to creating a successful marketing plan -- from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. With detailed guidance on producing mini-plans and seizing new opportunities quickly, it also contains the most current information on email marketing, web usage, mobile commerce and social media. Fully updated for 2019,...
Author
Pub. Date
[2012]
Description
A creative director for Apple explores the way in which the company's culture of simplicity has driven its repeated success, tracing its famous advertising campaigns while exploring the ways in which simplicity can be a powerful business guideline for establishing and measuring goals.
Author
Series
Pub. Date
[2012]
Description
"How do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products and services, and ignite your brand? Content Rules equips you for online success as a go-to guide to the art and science of developing content that people care about. Case studies show how companies have successfully spread their diea through blogs, YouTube, Facebook, Twitter, Google+, and other platforms - and use them to establish credibility...
Author
Pub. Date
[2018]
Description
"Is chocolate heart-healthy? Does yogurt prevent type 2 diabetes? Do pomegranates help cheat death? News accounts bombard us with such amazing claims, report them as science, and influence what we eat. Yet, as Marion Nestle explains, these studies are more about marketing than science; they are often paid for by companies that sell those foods. Whether it's a Coca-Cola-backed study hailing light exercise as a calorie neutralizer, or blueberry-sponsored...