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This book presents latest findings on brand marketing in retail. In times of economic downturn a "new retailing landscape" is being shaped, in which retailers and manufacturers face new challenges to their brand strategies. Meer
This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. Meer
This book discusses the economics of the music industry in the context of the changing landscape brought about by innovation, technological change, and rapid digitization. Meer
This book takes a fresh look at pricing, product differentiation and the need for decommoditisation in market sectors where products and services are standardised and interchangeable. Meer
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Meer
Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. Meer
This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Meer
This book explores the importance and the types of media innovation policies formulated and implemented in various European countries. Each country analysis illustrates the evolution and structure of news media markets and media cross-ownership policies in recent years and evaluates how innovation policies stimulate innovative activities in journalism and news media. Meer
This book answers questions such as: How do you market green electricity or bio-methane? What is the right price for renewable energy? How do the legal framework and customer preferences influence marketing strategies? Meer
This book explores the importance and the types of media innovation policies formulated and implemented in various European countries. Each country analysis illustrates the evolution and structure of news media markets and media cross-ownership policies in recent years and evaluates how innovation policies stimulate innovative activities in journalism and news media. Meer
Marcus Stumpf liefert einen umfassenden Überblick zu den Erfolgsfaktoren der Integrierten Kommunikation. Er stellt als Ergebnis einer empirischen Untersuchung die Erfolgsfaktoren in den Dimensionen "Maßnahmen", "Wirkungen" und "Ziele" strukturiert dar. Meer
Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Meer
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Meer
This book explores a major media management topic on the basis of case study research conducted in European, US and Brazilian media companies. More specifically, it examines the dynamics of employee engagement, aiming at organizational development through change. Meer
This book deals broadly with tourism planning and development from the perspective of Croatia, a major Adriatic tourism destination which is fast becoming one of the most popular vacation spots in the European Union. Meer
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Meer
This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Meer
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. Meer
This
fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising
really works in practice and how the right adoption leads to a competitive advantage for
advertisers, agencies and media. Meer
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. Meer
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