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"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity––an approach that gains access to consumers′ hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising. Meer
Developed from the authors′ experience working with firms seeking to build better business intelligence,
Customer Intelligence is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage. Meer
Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. Meer
THE ULTIMATE DIGITAL MARKETING BOOK gives you everything you need to succeed in business. It is a dynamic collection of essential skills covering the topics that will help you make a seismic impact upon your performance - faster than you ever thought possible. Meer
Migrate your data to Salesforce and build low-maintenance and high-performing data integrations to get the most out of Salesforce and make it a "go-to" place for all your organization's customer information. Meer
Use this hands-on guide to build powerful solutions on the Salesforce platform without using a single line of code. This revised and expanded second edition includes Process Builder, Flow Builder, Lightning App Builder, Lightning Bolt Solutions, and more. Meer
Learn how to sell online. Real-world case studies and market insights from the world's largest brands reveal what the best brands are doing right to win online. Meer
Data Mining for Design and Marketing shows how to design and integrate data mining tools into human thinking processes in order to make better business decisions, especially in designing and marketing products and systems. Meer
This four-volume major work brings together the key articles on marketing theory, with a distinctive focus on international developments in the field. Meer
Promotes the overarching business philosophy of customer/market focus, by emphasizing the need for market research to provide the insights required for making decisions. Meer
Explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this publication is designed for use by business professionals, researchers, and graduate-level students. Meer
THE ULTIMATE NEGOTIATION BOOK gives you everything you need to be a great negotiator. It is a dynamic collection of essential skills covering the topics that will help you make a seismic impact upon your performance - faster than you ever thought possible. Meer
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