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The Price Advantage by three preeminent experts at McKinsey & Company is the most pragmatic and insightful book on pricing available. Based on in-depth, first-hand experience with hundreds of companies, this book is designed to provide managers with comprehensive guidance through the maze of pricing issues. The authors demonstrate why pricing excellence is critical to corporate success and profitability, then explain state-of-the-art approaches to analyzing and improving your own pricing strategy for any product or service. Their advice is critical for readers who need to develop pricing strategies that work in both good economic times and bad.

ISBN10 : 9780471690023 , ISBN13 : 0471690023

Page Number : 306

Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.

ISBN10 : 9781119037330 , ISBN13 : 1119037336

Page Number : 284

This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.

ISBN10 : 9781800376878 , ISBN13 : 1800376871

Page Number : 713

The difficulties in determining the quality of information on the Internet--in particular, the implications of wide access and questionable credibility for youth and learning. Today we have access to an almost inconceivably vast amount of information, from sources that are increasingly portable, accessible, and interactive. The Internet and the explosion of digital media content have made more information available from more sources to more people than at any other time in human history. This brings an infinite number of opportunities for learning, social connection, and entertainment. But at the same time, the origin of information, its quality, and its veracity are often difficult to assess. This volume addresses the issue of credibility--the objective and subjective components that make information believable--in the contemporary media environment. The contributors look particularly at youth audiences and experiences, considering the implications of wide access and the questionable credibility of information for youth and learning. They discuss such topics as the credibility of health information online, how to teach credibility assessment, and public policy solutions. Much research has been done on credibility and new media, but little of it focuses on users younger than college students. Digital Media, Youth, and Credibility fills this gap in the literature. Contributors Matthew S. Eastin, Gunther Eysenbach, Brian Hilligoss, Frances Jacobson Harris, R. David Lankes, Soo Young Rieh, S. Shyam Sundar, Fred W. Weingarten

ISBN10 : 9780262062732 , ISBN13 : 0262062739

Page Number : 212

Store Wars The battle for mindspace and shelfspace Judith Corstjens, Arrow Consultancy, Bois-le-Rois, France and Marcel Corstjens, Professor of Marketing Insead, Fontainebleau, France Fast moving consumer goods (FMCG) marketing has become a struggle between manufacturers and retailers for control of Mindspace and Shelfspace. Partnership is seen as an Indian wrestling match between manufacturers and retailers: co-operation can only be gained from a position of strength. Marketing for FMCG manufacturers now involves understanding retailers, their business and marketing strategies, their strengths and their limitations. The major aim of modern marketing is to affect the balance of power between retailers and their suppliers. Store Wars sets out to equip the reader to thrive in this climate. "Advertising agencies are in a unique and sensitive position as mercenaries in the battle between manufacturers and retailers. They work for both sides. This book provides, with its concept of mindspace and shelfspace, a profound and contemporary insight into the anatomy of branding on both sides of the divide." Martin Boase, Chairman, Omicom UK plc "The battle for mindspace and shelfspace provides a practical framework within which FMCG managers will need to test, adjust or even fundamentally change their strategic address. It describes the new reality." Dominic Cadbury, Executive Chairman, Cadbury Schweppes plc "Marcel and Judy have brought to bear their intellectual prowess and institutional knowledge to provide an enlightening view of issues in modern retailing. A book full of thought-provoking ideas for academics and practitioners alike." Rajiv Lal, Professor of Marketing, Stanford University

ISBN10 : 0471987654 , ISBN13 : 9780471987659

Page Number : 314

A wonderful supplement to any marketing course, this paperback provides a starting point for anyone trying to develop a focus on the consumer by giving a "reader friendly" overview of what academic researchers have discovered about consumer grocery shopping behavior.

ISBN10 : UCSC:32106019578712 , ISBN13 :

Page Number : 262

Neurolaryngology brings together in one volume the latest concepts in this important and developing field. In order to make this text as useful as possible for clinicians, selected chapters on general concepts important to clinical care have been included, including chapters on history, physical examination, clinical voice laboratory assessment, common diagnoses and treatments, and other topics important to all voice patients, including those with neurolaryngological complaints. Starting with a perspective on modern voice medicine, including neurolaryngology and a brief historical overview of the development of laryngology, the text goes on to describe neuroanatomy and physiology, laryngeal function, and the role of chaos in voice disorders. It contains fascinating new ideas on applications of nonlinear dynamics to voice care and research, a topic of great relevance in neurolaryngology. Beginning the section on clinical assessment of voice disorders is a description of the current approach to history and physical examination recommended for patients with neurolaryngological voice disorders. The text contains the most current research and references throughout, presenting the latest information about many conditions, including some rarely covered in the laryngologic literature; it highlights diagnosis and treatment of a wide array of motor and sensory disorders that may impair voice. The interdisciplinary expertise of numerous authors has been invaluable in the preparation of this text; however, every effort has been made to maintain style and continuity throughout. Clinically relevant and thought provoking, Neurolaryngology is the definitive encyclopedic reference in this new subspecialty of laryngology.

ISBN10 : 9781944883843 , ISBN13 : 1944883843

Page Number : 1193