effects of the regulatory agencies on marketing of drugs in nigeria



Giorgio Minotti Cardiotoxicity of Non-Cardiovascular Drugs Giorgio Minotti Cardiotoxicity of Non-Cardiovascular Drugs Новинка

Giorgio Minotti Cardiotoxicity of Non-Cardiovascular Drugs

11911.89 руб. Найти похожее
Some drugs which are not aimed at treating heart disease have nevertheless been found to have profound effects on heart muscle. Cardiotoxicity is one of the major forms of toxicity seen in drugs and it accounts for most drug recalls and delays experienced in regulatory approvals.In recent years a number of non-cardiac blockbuster drugs such as terfenadine have been withdrawn from major markets because of cardiotoxicity concerns, while other drugs have either been withdrawn prior to marketing or required labelling changes that significantly restricted their use. In Cardiotoxicity of Non-Cardiovascular Drugs international experts describe the molecular mechanisms and clinical read-outs of cardiac events induced by a broad variety of noncardiovascular drugs. Particular emphasis is paid to the preclinical screening of drug cardiotoxicity. Topics include: metabolic targets of cardiotoxicity regulatory aspects translating molecular mechanisms into clinical trials structure-activity relationships in arrhythmias by antihistamines and psychoactive drugs cardiovascular toxicity of antitumor drugs cardiovascular toxicities of non-steroidal anti-inflammatory drugs cardiovascular toxicities of antiretroviral therapies Cardiotoxicity of Non-Cardiovascular Drugs is an essential guide to this important area of drug development. It will find a place on the bookshelves of researchers, regulators and students in medicinal chemistry, drug development, pharmacology, pharmacy and cardiovascular disease.
Alexandra Ouroussoff Wall Street at War. The Secret Struggle for the Global Economy Alexandra Ouroussoff Wall Street at War. The Secret Struggle for the Global Economy Новинка

Alexandra Ouroussoff Wall Street at War. The Secret Struggle for the Global Economy

Many of the problems that lie at the heart of the current financial crisis stem from a significant but little-known development that occurred in the early 1980s: investors changed their investment criteria. This change gave rise to a conflict – a silent war – between executives in charge of the world's largest corporations, on the one hand, and credit agencies whose task it is to enforce the criteria on investors' behalf, on the other. The credit agencies that flourished in New York, London and elsewhere acquired a great deal of power because their ratings now reflected investors new priorities, and so controlled the ability of corporations to gain access to capital. The rise of the credit agencies thereby also represented a new model of capitalism, quite different from the old model of the risk-taking entrepreneur. To attract investment capital, corporations now have to employ enormous resources to create the illusion that capital is directed in line with the new expectations imposed by the credit agencies. The result is that devious reporting on companies' activities has become endemic. Drawing on more than six years of fieldwork carried out in some of the world's most powerful corporations and credit rating agencies on Wall Street, this short book describes, for the first time, the unspoken conflict that shapes the global economy. Anthropologist Alexandra Ouroussoff describes with startling clarity the effects of Wall Street's silent war: from the financial community's inability to price risk accurately (now recognised as a major cause of the financial crisis) to the deep reasons behind credit analysts' misplaced faith in numbers. Yet the book's most important contribution is its path-breaking analysis of the conditions of the conflict itself, here revealed as an unintended consequence of a much deeper transformation in the conditions underlying capitalism's success.
Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know Новинка

Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know

The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
Barratt Michael J. Drug Repositioning. Bringing New Life to Shelved Assets and Existing Drugs Barratt Michael J. Drug Repositioning. Bringing New Life to Shelved Assets and Existing Drugs Новинка

Barratt Michael J. Drug Repositioning. Bringing New Life to Shelved Assets and Existing Drugs

The how's and why's of successful drug repositioning Drug repositioning, also known as drug reprofiling or repurposing, has become an increasingly important part of the drug development process. This book examines the business, technical, scientific, and operational challenges and opportunities that drug repositioning offers. Readers will learn how to perform the latest experimental and computational methods that support drug repositioning, and detailed case studies throughout the book demonstrate how these methods fit within the context of a comprehensive drug repositioning strategy. Drug Repositioning is divided into three parts: Part 1, Drug Repositioning: Business Case, Strategies, and Operational Considerations, examines the medical and commercial drivers underpinning the quest to reposition existing drugs, guiding readers through the key strategic, technical, operational, and regulatory decisions needed for successful drug repositioning programs. Part 2, Application of Technology Platforms to Uncover New Indications and Repurpose Existing Drugs, sets forth computational-based strategies, tools, and databases that have been designed for repositioning studies, screening approaches, including combinations of existing drugs, and a look at the development of chemically modified analogs of approved agents. Part 3, Academic and Non-Profit Initiatives & the Role of Alliances in the Drug Repositioning Industry, explores current investigations for repositioning drugs to treat rare and neglected diseases, which are frequently overlooked by for-profit pharmaceutical companies due to their lack of commercial return. The book's appendix provides valuable resources for drug repositioning researchers, including information on drug repositioning and reformulation companies, databases, government resources and organizations, regulatory agencies, and drug repositioning initiatives from academia and non-profits. With this book as their guide, students and pharmaceutical researchers can learn how to use drug repositioning techniques to extend the lifespan and applications of existing drugs as well as maximize the return on investment in drug research and development.
Kirk-Othmer Kirk-Othmer Chemical Technology of Cosmetics Kirk-Othmer Kirk-Othmer Chemical Technology of Cosmetics Новинка

Kirk-Othmer Kirk-Othmer Chemical Technology of Cosmetics

19695.23 руб. Найти похожее
Educating professionals and students about the chemistry, formulation technology, and related regulatory aspects of cosmetics and perfume Cosmetics and perfume comprise a multibillion-dollar global industry. Kirk-Othmer Chemical Technology of Cosmetics provides authoritative information on the substances and processes involved, including key product groups, ingredients, formulation technology, packaging, and regulatory topics in twenty-two articles. This resource makes sense of a vast group of consumer products designed to improve the health, cleanliness, and physical appearance of the human exterior. It identifies natural and synthetic ingredients and gives details on formulation of the product so that the cosmetic is safe, easy to use, and performs as described. Particular attention is paid to the technologies that have been developed to produce them, including emulsification, stick technology, powder blending, and aerosol technology. Packaging is also addressed, as it must be attractive to the consumer, be environmentally friendly, and keep the product safe as well. Regulatory information reinforces the safety aspect. Based on Wiley's renowned Kirk-Othmer Encyclopedia of Chemical Technology, this book presents new and carefully updated articles, and features the same breadth and quality of coverage and clarity of presentation found in the original. This comprehensive guide is a valuable resource for chemists, R&D professionals, dermatologists, patent attorneys, regulatory agencies, and other professionals in the field of personal care products. It is also a must-have reference for students who plan to enter the field.
Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know Новинка

Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
John Vincent The Bioinorganic Chemistry of Chromium John Vincent The Bioinorganic Chemistry of Chromium Новинка

John Vincent The Bioinorganic Chemistry of Chromium

13600.54 руб. Найти похожее
Chromium exists in nature as complexes of two stable oxidation states – trivalent chromium(III) and hexavalent chromium(VI). Although trivalent chromium is required in trace amounts for sugar and lipid metabolism in humans and its deficiency may cause a disease called chromium deficiency; hexavalent chromium is toxic and carcinogenic. As chromium compounds were used in dyes and paints and the tanning of leather, these compounds are often found in soil and groundwater at abandoned industrial sites, now needing environmental cleanup and remediation. The Bioinorganic Chemistry of Chromium: From Biochemistry to Environmental Toxicology takes a critical look at what the biochemical data indicate about chromium's role in the body and the biological mechanisms of its toxicology. Topics covered include: What do we know about the biochemical roles and mechanisms of chromium? Is chromium an essential element in the mammalian diet? Is chromium(III) effective as a nutraceutical, a therapeutic agent, and as a supplement in animal feed? What is the biochemistry behind the toxicology of chromium(III) and chromium(VI):the mechanisms of metabolism, genetic and epigenetic effects, and disruption of cell signalling? What are the current chromium(VI) policies and positions from regulatory agencies? The Bioinorganic Chemistry of Chromium: From Biochemistry to Environmental Toxicology is an important contribution to the bioinorganic and trace element biochemical fields which will find a place on the bookshelves of bioinorganic chemists, biochemists, inorganic chemists, toxicologists, nutritionists and regulatory affairs professionals.
Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands Новинка

Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.
Philip Kotler Kellogg on Marketing Philip Kotler Kellogg on Marketing Новинка

Philip Kotler Kellogg on Marketing

The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.
Cambridge English for Marketing (+ CD-ROM) Cambridge English for Marketing (+ CD-ROM) Новинка

Cambridge English for Marketing (+ CD-ROM)

Endorsed by the Chartered Institute of Marketing (CIM), this short course (40-60 hours) uses practical tasks and realistic scenarios to develop the specialist language and communication skills needed for a career in marketing. Cambridge English for Marketing covers a wide range of marketing topics, from understanding the role of marketing in an organisation through to launching a new product. The ten standalone units allow learners to focus on the areas of marketing most important to them and as well as teaching specialist vocabulary and marketing theory, the course also develops job-specific skills such as carrying out marketing audits, preparing marketing campaigns, organising events and developing digital marketing strategies. The course requires no specialist knowledge on the part of the teacher and comprehensive teacher's notes are available online.
Talbot John Stephens' Detection and Evaluation of Adverse Drug Reactions. Principles and Practice Talbot John Stephens' Detection and Evaluation of Adverse Drug Reactions. Principles and Practice Новинка

Talbot John Stephens' Detection and Evaluation of Adverse Drug Reactions. Principles and Practice

The detection and evaluation of adverse drug reactions is crucial for understanding the safety of medicines and for preventing harm in patients. Not only is it necessary to detect new adverse drug reactions, but the principles and practice of pharmacovigilance apply to the surveillance of a wide range of medicinal products. Stephens' Detection and Evaluation of Adverse Drug Reactions provides a comprehensive review of all aspects of adverse drug reactions throughout the life cycle of a medicine, from toxicology and clinical trials through to pharmacovigilance, risk management, and legal and regulatory requirements. It also covers the safety of biotherapeutics and vaccines and includes new chapters on pharmacogenetics, proactive risk management, societal considerations, and the safety of drugs used in oncology and herbal medicines. This sixth edition of the classic text on drug safety is an authoritative reference text for all those who work in pharmacovigilance or have an interest in adverse drug reactions, whether in regulatory authorities, pharmaceutical companies, or academia. Praise for previous editions "This book presents a comprehensive and wide-ranging overview of the science of pharmacovigilance. For those entering or already experienced in the pharmaceutical sciences, this is an essential work.” – from a review in E-STREAMS «…a key text in the area of pharmacovigilance…extensively referenced and well-written…a valuable resource…» – from a review in The Pharmaceutical Journal
Andreas Scherer Batch Effects and Noise in Microarray Experiments. Sources and Solutions Andreas Scherer Batch Effects and Noise in Microarray Experiments. Sources and Solutions Новинка

Andreas Scherer Batch Effects and Noise in Microarray Experiments. Sources and Solutions

Batch Effects and Noise in Microarray Experiments: Sources and Solutions looks at the issue of technical noise and batch effects in microarray studies and illustrates how to alleviate such factors whilst interpreting the relevant biological information. Each chapter focuses on sources of noise and batch effects before starting an experiment, with examples of statistical methods for detecting, measuring, and managing batch effects within and across datasets provided online. Throughout the book the importance of standardization and the value of standard operating procedures in the development of genomics biomarkers is emphasized. Key Features: A thorough introduction to Batch Effects and Noise in Microrarray Experiments. A unique compilation of review and research articles on handling of batch effects and technical and biological noise in microarray data. An extensive overview of current standardization initiatives. All datasets and methods used in the chapters, as well as colour images, are available on www.the-batch-effect-book.org, so that the data can be reproduced. An exciting compilation of state-of-the-art review chapters and latest research results, which will benefit all those involved in the planning, execution, and analysis of gene expression studies.
Andrew Jaffe Casting for Big Ideas. A New Manifesto for Agency Managers Andrew Jaffe Casting for Big Ideas. A New Manifesto for Agency Managers Новинка

Andrew Jaffe Casting for Big Ideas. A New Manifesto for Agency Managers

In Casting for Big Ideas, Andrew Jaffe, industry veteran and Director of the Clio Awards, details important lessons on the management and growth of advertising agencies. He shows how the forty-year-old agency business model is breaking down because the work is becoming marginalized, as clients cut back ad budgets and hire outside marketing services and strategy firms. If agencies are to survive, Jaffe says, they must become idea-focused again and, instead of just making ads, master the art of devising the kind of non-advertising-type promotions that more quickly move a brand into the culture. Based on his long experience in the advertising industry, Jaffe offers practical advice and important lessons for agency heads who want their businesses to stand the test of time. This one-of-a-kind resource covers a subject often ignored-the business side of running an ad agency. Andrew Jaffe (New Canaan, CT) is the founding Publishing Director of Wiley's Adweek and Brandweek books imprints. He is also the Executive Director of the Clio Awards, one of the largest and most famous advertising awards programs in the world, with over 18,000 pieces submitted from agencies and production facilities in fifty-nine countries.
Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments Новинка

Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments

Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative–highlighting the critical need for more effective stewardship of marketing spending.
Abourashed Ehab A. Leung's Encyclopedia of Common Natural Ingredients. Used in Food, Drugs and Cosmetics Abourashed Ehab A. Leung's Encyclopedia of Common Natural Ingredients. Used in Food, Drugs and Cosmetics Новинка

Abourashed Ehab A. Leung's Encyclopedia of Common Natural Ingredients. Used in Food, Drugs and Cosmetics

11438.12 руб. Найти похожее
The third edition of the unparalleled reference on natural ingredients and their commercial use This new Third Edition of Leung's Encyclopedia of Common Natural Ingredients: Used in Food, Drugs, and Cosmetics arrives in the wake of the huge wave of interest in dietary supplements and herbal medicine resulting from both trends in health and the Dietary Supplement and Health Education Act of 1994 (DSHEA). This fully updated and revised text includes the most recent research findings on a wide variety of ingredients, giving readers a single source for understanding and working with natural ingredients. The Encyclopedia continues the successful format for entries listed in earlier editions (consisting of source, description, chemical composition, pharmacology, uses, commercial preparations, regulatory status, and references). The text also features an easily accessible alphabetical presentation of the entries according to common names, with the index cross-referencing entries according to scientific names. This Third Edition also features: More than 50 percent more information than the Second Edition, reflecting the greatly increased research activity in recent years A new section on traditional Indian medicine, with information on nine commonly used herbs More than 6,500 references Two new appendices explaining and illustrating the botanical terminology frequently encountered in the text A revised and expanded index Leung's Encyclopedia of Common Natural Ingredients: Used in Food, Drugs, and Cosmetics, Third Edition will continue to provide a comprehensive compilation of the existing literature and prominent findings on natural ingredients to readers with an interest in medicine, nutrition, and cosmetics.
John Clary J. The Toxicology of Methanol John Clary J. The Toxicology of Methanol Новинка

John Clary J. The Toxicology of Methanol

The Toxicology of Methanol presents a single source of information and an understanding of the toxicity of methanol from animal data, potential environmental effects as well as human effects. The animal data, which goes to making up the majority of the data on the toxicity of methanol and the mechanism of action, is reviewed as it relates to the potential toxicity in humans.
Karsten Schrör Acetylsalicylic Acid Karsten Schrör Acetylsalicylic Acid Новинка

Karsten Schrör Acetylsalicylic Acid

Written by a leading expert on Aspirin-related research, this is the first comprehensive treaty of the history, pharmacological effects and clinical applications of one of the most successful drugs ever. The text is written with a wide audience in mind and to be readily understandable for clinicians as well as biomedical researchers and pharmacologists alike. The content is up to date and includes the latest results of clinical and academic research, with a balanced view on the disputed properties of this famous drug.
Zaher Radi A. Comparative Pathophysiology and Toxicology of Cyclooxygenases Zaher Radi A. Comparative Pathophysiology and Toxicology of Cyclooxygenases Новинка

Zaher Radi A. Comparative Pathophysiology and Toxicology of Cyclooxygenases

10152.18 руб. Найти похожее
The first thorough review of cyclooxygenase inhibitors, including their toxicity mechanisms and toxicopathological risks Cyclooxygenases (COXs) are enzymes responsible for the formation of an important class of biological mediators called prostanoids. Prostanoids such as prostaglandins mediate inflammatory and anaphylactic reactions. For those suffering from inflammation and pain, the pharmacological inhibition of COXs, with non-steroidal anti-inflammatory drugs (NSAIDs), such as ibuprofen, can provide relief. Yet the use of NSAIDs can trigger toxicological effects as well, leading to potential health risks. Comparative Pathophysiology and Toxicology of Cyclooxygenases provides a comprehensive overview of how COX inhibitors affect various bodily systems, specifically the toxicity mechanisms triggered when the COX enzyme is inhibited. The book provides an introduction to the discovery of cyclooxygenases, their use as therapeutic agents, as well as an historical perspective. Shedding light on the differences in expression, pathophysiology, and toxicology of COX inhibitors across species, the book offers a systematic examination of the effects and pathophysiology of COX inhibitors and their mechanisms of toxicity, beginning with the GI tract. Subsequent chapters cover: The pathophysiology of COX inhibition on bone, tendon, and ligament healing COX inhibitors and renal system pathophysiology and mechanisms of toxicity The pathophysiologic role of COX inhibition in the ocular system COX inhibition and the respiratory and cardiovascular systems The book also sheds light on the latest research devoted to developing COX inhibitors with no adverse side-effects. The first book to offer a thorough comparative look at the toxicological effects of COX inhibitors throughout the body, this invaluable resource will help advance the research and development of safer and more effective COX drugs.
Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them Новинка

Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them

Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on the very latest research on: Planning for integrated marketing communications and digital marketing Developing multichannel strategy Developing the CRM plan Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. «It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning.» —Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York «I am extremely impressed by the step lucidity of what is presented.» —Dr D. H. Eaton, North Carolina University «A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing.» —Kenneth Simmonds, Professor of Marketing and International Business, London Business School «Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!» —John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio
Lauren Vaccarello The Retargeting Playbook. How to Turn Web-Window Shoppers into Customers Lauren Vaccarello The Retargeting Playbook. How to Turn Web-Window Shoppers into Customers Новинка

Lauren Vaccarello The Retargeting Playbook. How to Turn Web-Window Shoppers into Customers

How to reach the 98 percent of people who leave your website without converting sales The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at large, sophisticated brands and agencies don’t have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly. Unfortunately, most marketers are only utilizing the most rudimentary retargeting tactics and barely scratch the surface of its potential. Explains how to stay in front of potential customers and convince them to come back and close the deal This book will be required reading for media buyers at digital agencies, in-house marketing managers at companies in any vertical, performance marketers, and ecommerce managers.
Jenny Ng Influencer Marketing For Dummies Jenny Ng Influencer Marketing For Dummies Новинка

Jenny Ng Influencer Marketing For Dummies

The easy way to get 'in' with influencer marketing Are you a marketing guru looking to stay at the top of your game? Then you need to be in the know on influencer marketing. A hybrid of content marketing and native advertising, influencer marketing is an established trend in marketing that identifies and targets individuals with influence over potential buyers. Although this has usually meant focusing on popular celebrities and Internet personalities, there is a new wave of 'everyday consumers' that can have a large impact. In Influencer Marketing For Dummies, you'll find out how to market to those who rock social media—and, subsequently, grow your brand. Influencer marketing relies on building strong relationships with customers. With the help of this hands-on, friendly guide, you'll discover how to build superior customer service and experience, make strong interactions with customers, and encourage organic and authentic sharing about your brand. Measure the most impact that content has on your overall marketing strategy Find influencers: it's not just a numbers game or a 'who's who' of social media Engage with influencers once you've found them Recognize the best practices of influencer marketing and outreach If you're a marketer, media agency professional, business owner, or anyone else who works hard to bring brands, products, and services to the largest audience possible, Influencer Marketing For Dummies is the go-to guide you don't want to be without.
Lowe Robert C. Pocket Guide to GastrointestinaI Drugs Lowe Robert C. Pocket Guide to GastrointestinaI Drugs Новинка

Lowe Robert C. Pocket Guide to GastrointestinaI Drugs

Learn all you need to know about gastrointestinal drugs and their clinical use with this one-stop, rapid reference pocket guide. Brought to you by many of the world's leading GI drug experts, Pocket Guide to Gastrointestinal Drugs provides comprehensive guidance to the pharmacological properties of drugs used to treat gastrointestinal conditions, including mechanisms of action, appropriate administration, and potential adverse effects associated with their use. Organized by class of drug and ranging from PPIs to immunosupressants, each chapter first examines the specific agents within that class and then their appropriate and judicious use across a range of specific GI disorders. Key features include: Introduction of drug class Basic pharmacology, including mechanism of action, bioavailability, metabolism, interactions, adverse effects, toxicity, and special considerations Dosing information for each GI condition and on- and off-label use Consistent use of both generic and trade names throughout Specific reference to drug use in pediatric patients and during pregnancy Perfect for quick consultation on the wards and in the office, Pocket Guide to Gastrointestinal Drugs is the ideal tool for all those managing patients with GI conditions, including gastroenterologists, GI trainees, emergency physicians, GI specialist nurses, primary care physicians and residents, intensivists and pharmacists.
CIM The The Marketing Century. How Marketing Drives Business and Shapes Society CIM The The Marketing Century. How Marketing Drives Business and Shapes Society Новинка

CIM The The Marketing Century. How Marketing Drives Business and Shapes Society

Written to celebrate the Institute's centenary, The Marketing Century explains: how the key elements of marketing have developed; how the various aspects of marketing contribute to performance; what it is that great marketers do; and how the discipline of marketing may develop in the future. While The Marketing Century describes the years since 1911 it also describes the 21st Century: a time when the ability to understand and connect with customers is more rewarding, complex and valuable than ever. It explains: The three forces shaping the past, present and future of marketing: globalization, technology and ethics How people behave and connect – and how businesses can benefit from these insights The need to manage for the long-term as well as the short-term Marketing's impact on business strategy and leadership The last 100 years have seen a rapid rise in the impact of marketing. It is an activity which has grown in scope and significance, with more people than ever before now engaged in the exciting, fast-changing world of marketing. The development of the Chartered Institute of Marketing closely reflects the growth and progress of business in general and marketing in particular. Just as marketing has developed as an activity that is highly valued, varied and vital in its contribution to business success, so the Institute’s work has expanded as an indispensable source of insight, guidance and practical support. The Marketing Century provides expert analysis of some of the most significant developments in marketing of the last 100 years – and the next 100. Each chapter looks at the past, present and future of a different area of marketing, with chapters covering: Strategic Marketing (Martha Rogers and Don Peppers) Customer Relationship Management (Merlin Stone) Segmentation (Malcolm McDonald) Innovation (John Saunders and Veronica Wong) Public Relations (Paul Mylrea) Branding (Graham Hales) Advertising (Jonathan Gabay) Digital Marketing (Philip Sheldrake) Sales and Business Development (Beth Rogers) Sustainability (John Grant) Internal Marketing (Keith Glanfield) Social Marketing (Paul White and Veronica Sharp) Each chapter explains: How the subject has developed What is currently ‘best practice’ How this aspect of marketing connects with other topics The influences and trends shaping the future
Sherrel Howard Drugs of Abuse. Pharmacology and Molecular Mechanisms Sherrel Howard Drugs of Abuse. Pharmacology and Molecular Mechanisms Новинка

Sherrel Howard Drugs of Abuse. Pharmacology and Molecular Mechanisms

Drug abuse has been, and continues to be, a global societal issue with diverse sets of impacts. Drugs of Abuse: Pharmacology and Molecular Mechanisms introduces the basic principles of pharmacology and neuroscience of drug abuse. Understanding the chemistry of commonly abused drugs and their impact on brain function will provide students and researchers with a more profound understanding of the molecular basis of drug abuse and addiction. Drugs of Abuse: Pharmacology and Molecular Mechanisms opens with a brief history of drug use and abuse. Subsequent sections look at specific families of drugs, including stimulants, depressants, and hallucinogens among others, and explore how their chemical make-up interacts with brain function. The final chapter provides a brief overview of clinical substance abuse treatment. Providing a concise, accessible introductory overview of the topic, Drugs of Abuse: Pharmacology and Molecular Mechanisms will be a valuable resource for students, researchers, and others interested in how drugs interact with the brain. Introduces readers to the basic principles of neuroscience and pharmacology as related to drug use and abuse. Explores how the chemical make-up of drugs interact with the brain and can lead to addiction Includes coverage of a wide array of commonly abused families of drugs, including stimulants, depressants, hallucinogens, and others. Provides an essential introduction to the chemical and molecular underpinnings of drug use and abuse
William Tennant Thoughts on the effects of the British government on the State of India William Tennant Thoughts on the effects of the British government on the State of India Новинка

William Tennant Thoughts on the effects of the British government on the State of India

Полный вариант заголовка: «Thoughts on the effects of the British government on the State of India : accompanied with hints concerning the means of conveying civil and religious instructions to the natives of that country / by the Rev. William Tennant».
Mitchell Cayen N. Early Drug Development. Strategies and Routes to First-in-Human Trials Mitchell Cayen N. Early Drug Development. Strategies and Routes to First-in-Human Trials Новинка

Mitchell Cayen N. Early Drug Development. Strategies and Routes to First-in-Human Trials

12317.98 руб. Найти похожее
The focus of early drug development has been the submission of an Investigational New Drug application to regulatory agencies. Early Drug Development: Strategies and Routes to First-in-Human Trials guides drug development organizations in preparing and submitting an Investigational New Drug (IND) application. By explaining the nuts and bolts of preclinical development activities and their interplay in effectively identifying successful clinical candidates, the book helps pharmaceutical scientists determine what types of discovery and preclinical research studies are needed in order to support a submission to regulatory agencies.
Philip Kotler Winning Global Markets. How Businesses Invest and Prosper in the World's High-Growth Cities Philip Kotler Winning Global Markets. How Businesses Invest and Prosper in the World's High-Growth Cities Новинка

Philip Kotler Winning Global Markets. How Businesses Invest and Prosper in the World's High-Growth Cities

A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
Perrey Jesko Retail Marketing and Branding. A Definitive Guide to Maximizing ROI Perrey Jesko Retail Marketing and Branding. A Definitive Guide to Maximizing ROI Новинка

Perrey Jesko Retail Marketing and Branding. A Definitive Guide to Maximizing ROI

Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should – but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape: How do I combine traditional and new marketing vehicles? How can I stay on top of what my customers want? How can I reach them efficiently? Do they still look at leaflets, or should I shift local marketing funds to social media? How can I leverage unique retail touch points, such as the POS, for value creation? Successful retail management might once have been about ‘just doing it’, but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives. This book consolidates the know-how of more than 30 practitioners in the field, created and refined over many years together with leading international companies. It covers some of the latest and most sophisticated approaches to the subject, yet it is anything but a theoretical treatise. The authors' hands-on approach and the wealth of case examples make it an essential guide for all consumer-minded retailers. (from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey & Company, Inc., Leader Consumer Industries & Retail Group, Europe)
Riviere Jim E. Strategies for Reducing Drug and Chemical Residues in Food Animals. International Approaches to Residue Avoidance, Management, and Testing Riviere Jim E. Strategies for Reducing Drug and Chemical Residues in Food Animals. International Approaches to Residue Avoidance, Management, and Testing Новинка

Riviere Jim E. Strategies for Reducing Drug and Chemical Residues in Food Animals. International Approaches to Residue Avoidance, Management, and Testing

10490.59 руб. Найти похожее
Highlighting international approaches; the book details strategies to minimize contamination, residue monitoring programs, and classes of drugs and chemicals that pose contaminant risk in livestock. Focuses attention on drug and chemical residues in edible animal products Covers novel computational, statistical, and mathematical strategies for dealing with chemical exposures in food animals Details major drug classes used in food animal production and their residue risks Highlights efforts at harmonizing and the differences among areas like US, EU, Canada, Australia, South America, China, and Asia, where the issue of chemical exposures has significant impact on livestock products Ties veterinary clinical practice and the use of these drugs in food animals with regulatory standards and mitigation practices
Andrew Green XVA. Credit, Funding and Capital Valuation Adjustments Andrew Green XVA. Credit, Funding and Capital Valuation Adjustments Новинка

Andrew Green XVA. Credit, Funding and Capital Valuation Adjustments

Thorough, accessible coverage of the key issues in XVA XVA – Credit, Funding and Capital Valuation Adjustments provides specialists and non-specialists alike with an up-to-date and comprehensive treatment of Credit, Debit, Funding, Capital and Margin Valuation Adjustment (CVA, DVA, FVA, KVA and MVA), including modelling frameworks as well as broader IT engineering challenges. Written by an industry expert, this book navigates you through the complexities of XVA, discussing in detail the very latest developments in valuation adjustments including the impact of regulatory capital and margin requirements arising from CCPs and bilateral initial margin. The book presents a unified approach to modelling valuation adjustments including credit risk, funding and regulatory effects. The practical implementation of XVA models using Monte Carlo techniques is also central to the book. You'll also find thorough coverage of how XVA sensitivities can be accurately measured, the technological challenges presented by XVA, the use of grid computing on CPU and GPU platforms, the management of data, and how the regulatory framework introduced under Basel III presents massive implications for the finance industry. Explores how XVA models have developed in the aftermath of the credit crisis The only text to focus on the XVA adjustments rather than the broader topic of counterparty risk. Covers regulatory change since the credit crisis including Basel III and the impact regulation has had on the pricing of derivatives. Covers the very latest valuation adjustments, KVA and MVA. The author is a regular speaker and trainer at industry events, including WBS training, Marcus Evans, ICBI, Infoline and RISK If you're a quantitative analyst, trader, banking manager, risk manager, finance and audit professional, academic or student looking to expand your knowledge of XVA, this book has you covered.
Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit Новинка

Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 P's of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Sushil Khetan K. Endocrine Disruptors in the Environment Sushil Khetan K. Endocrine Disruptors in the Environment Новинка

Sushil Khetan K. Endocrine Disruptors in the Environment

A concise and engaging overview of endocrine disruption phenomena that brings complex concepts within the reach of non-specialists For most of the last decade, the science of endocrine disruption has evolved with more definitive evidence of its damaging potential to health and environment. This book lists the major environmental chemicals of concern and their mechanism of endocrine disruption including remedial measures for them. Divided into three parts, Endocrine Disruptors in the Environment begins with an overview of the endocrine system and endocrine disruptors, discussing their salient features and presenting a historical perspective of endocrine disruption phenomena. It then goes on to cover hormone-signaling mechanisms, followed by various broad classes of putative endocrine disruptors, before introducing readers to environmental epigenetic modifications. Part two of the book focuses on removal processes of various EDCs by biotic and abiotic transformation/degradation. The last section consists of four chapters embracing themes on finding solutions to environmental EDCs—including their detection, regulation, replacement, and remediation. Endocrine Disruptors in the Environment is the first book to detail the endocrine effects of several known environmental contaminants and their mechanism of endocrine disruption. Additionally, it: Covers both the chemistry and biology of endocrine disruption and compiles almost all the known endocrine disrupting environmental chemicals and their mechanisms of toxicity Addresses policy and regulatory issues relevant to EDCs including scientific uncertainty and precautionary policy Brings forth the use of Green Chemistry principles in avoiding endocrine disruption in the designing and screening for safer chemicals and remediation of the EDCs in aquatic environment Includes a useful glossary of technical terms, a list of acronyms, topical references, and a subject index Endocrine Disruptors in the Environment is an ideal book for environmental chemists and endocrine toxicologists, developmental biologists, endocrinologists, epidemiologists, environmental health scientists and advocates, and regulatory officials tasked with risk assessment in environment and health areas.
Peter Brinckerhoff C. Mission-Based Marketing. Positioning Your Not-for-Profit in an Increasingly Competitive World Peter Brinckerhoff C. Mission-Based Marketing. Positioning Your Not-for-Profit in an Increasingly Competitive World Новинка

Peter Brinckerhoff C. Mission-Based Marketing. Positioning Your Not-for-Profit in an Increasingly Competitive World

A direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing Now in a Third Edition, Mission-Based Marketing is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills you need to build a market-driven organization that holds onto its core values, does a better job of providing mission, and successfully competes for funding, clients, referral sources, staff, and board members. Includes new material on nonprofit websites, social networking and new methods of communication, advances in technology, customer service in today's world, and the effects of marketing on fundraising Goes beyond the hows and whys to include lots of hands-on advice and real-world examples Other titles by Brinckerhoff: Mission-Based Management: Leading Your Not-for-Profit In the 21st Century, Faith-Based Management: Leading Organizations That Are Based on More than Just Mission, and Social Entrepreneurship: The Art of Mission-Based Venture Development Filled with new material, this book appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how an organization can shape this shifting landscape to its ultimate benefit.
Marketing Marketing Новинка

Marketing

Professor Richard Sandhusen's brand - new and important fourth edition of Marketing explains how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems - decision support, relationship marketing, integrated marketing communication, and balanced scorecard - receive detailed analysis in this extensively updated book, which also gives more comprehensive coverage to all aspects of the global marketplace than other currently-available textbooks on the subject. Here is vital information for students soon entering business in today's ever more globally competitive world. Marketing presents a realistic hypothetical company as it faces business challenges and opportunities on a day-by-day basis. Although solidly grounded in marketing theory, the book explains marketing strategies within this realistic setting, showing many of the business tactics and decisions students are likely to confront in their own careers. The fictitious company's domestic and international marketing strategies are explained and analyzed, and real-world examples of successful marketing campaigns by different kinds of companies are also included. Each chapter ends with an overview of essential concepts and match-up exercises that review the text's material. Here is a popular and accessible new addition to Barron's respected Business Review Series.
Foundations of Marketing Foundations of Marketing Новинка

Foundations of Marketing

Foundations of Marketing provides a highly accessible and absorbing introduction that explores the combination between theory and real-world practice. Moreover, this contemporary text expands the generic marketing mix beyond the 7Ps to 10Ps with the inclusion of Psychology, Performance and Packaging. There are also discussions on the debate between the marketing mix and the relationship marketing schools of thought, competitive intelligence, marketing research, branding and the strategic implications of marketing.
Charles Patton The effects of property upon society and government investigated Charles Patton The effects of property upon society and government investigated Новинка

Charles Patton The effects of property upon society and government investigated

Полный вариант заголовка: «The effects of property upon society and government investigated : containing illustration of the influence of property on mental energy, national character, manners, government, and civilazation : to which is added an historical review of the monarchy and republic of Rome, upon the principles derived from the effects of property / by Charles Patton ; historical review by Robert Patton».
Litwin Virginia Flow Cytometry in Drug Discovery and Development Litwin Virginia Flow Cytometry in Drug Discovery and Development Новинка

Litwin Virginia Flow Cytometry in Drug Discovery and Development

This book covers the unique application of flow cytometry in drug discovery and development. The first section includes two introductory chapters, one on flow cytometry and one on biomarkers, as well as a chapter on recent advances in flow cytometry. The second section focuses on the unique challenges and added benefits associated with the use of flow cytometry in the drug development process. The third section contains a single chapter presenting an in depth discussion of validation considerations and regulatory compliance issues associated with drug development.
Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative Новинка

Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative

Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design «continuous» marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
Rand Fishkin Inbound Marketing and SEO. Insights from the Moz Blog Rand Fishkin Inbound Marketing and SEO. Insights from the Moz Blog Новинка

Rand Fishkin Inbound Marketing and SEO. Insights from the Moz Blog

Learn from the leading resource on the latest inbound marketing techniques As the SEO industry undergoes a shift and Google continues to change its algorithm, successful SEO practitioners need to increase their knowledge of a wide range of inbound marketing channels. The Moz Blog is the go-to place for the latest thought leadership on the shifts in inbound marketing and SEO. This book cherry-picks and updates the most popular articles for the key inbound marketing disciplines, mixing them with some brand-new essays. Rand Fishkin and Thomas Høgenhaven have produced a masterfully edited anthology packed with information to provide the best possible insight into these marketing channels. The popular Moz blog is a top resource for cutting-edge information on SEO techniques: Co-compiled and co-edited by Moz CEO and co-founder Rand Fishkin, this book is an anthology of articles selected to provide the best possible overview of current SEO and inbound marketing techniques and trends Covers channels of online marketing, content marketing, social media, outreach, conversion rate optimization, and analytics, as well as search engine optimization Focuses on leveraging existing platforms like social media sites and community for inbound marketing success Inbound Marketing and SEO is a must-have for marketers in today's online world.
Eisenbrand G. Risk Assessment of Phytochemicals in Food. Novel Approaches Eisenbrand G. Risk Assessment of Phytochemicals in Food. Novel Approaches Новинка

Eisenbrand G. Risk Assessment of Phytochemicals in Food. Novel Approaches

14348.41 руб. Найти похожее
Providing the scientific background on the risk and safety assessment of toxicity in phytochemicals in everyday food, this monograph contains the pros and cons of 20 testing methods, with comments by the internationally acknowledged and independent DFG Senate Commission on Food Safety. Supplemented by 40 poster contributions on phytochemicals and their effects.
Eric Toone J. Advances in Enzymology and Related Areas of Molecular Biology Eric Toone J. Advances in Enzymology and Related Areas of Molecular Biology Новинка

Eric Toone J. Advances in Enzymology and Related Areas of Molecular Biology

This book covers important advances in enzymology, explaining the behavior of enzymes and how they can be utilized to develop novel drugs, synthesize known and novel compounds, and understand evolutionary processes. Advances in Enzymology focuses on enzymes, the primary catalysts of life processes. The explanation of the behavior of enzymes can be found via studies of their chemical mechanisms and can be utilized to develop novel drugs, synthesize known and novel compounds, and understand evolutionary processes. The transglutaminases, first described in 1957, are a large, widely-distributed family of enzymes canonically responsible for the amidation/transamidation of protein side chains. The extraordinary diversity of names associated with various enzymatic activities now recognized and aggregated as transglutaminase bears witness to the remarkable diversity of biological roles associated with the activity, including myriad human diseases.
John Moore The Passion Conversation. Understanding, Sparking, and Sustaining Word of Mouth Marketing John Moore The Passion Conversation. Understanding, Sparking, and Sustaining Word of Mouth Marketing Новинка

John Moore The Passion Conversation. Understanding, Sparking, and Sustaining Word of Mouth Marketing

No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business. If you think you are in the marketing business, think again. You’re in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause. The author’s mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations, ultimately impacting the financial success of a business. The Passion Conversation will change your perspective on marketing by: Explaining the three motivations for people to talk about businesses and causes Detailing how every marketing problem is a people problem in disguise Giving heartfelt evidence that marketing materials are now conversation tools Showing how customer communities sustain word of mouth while also sparking financial impact Helping your business apply these marketing lessons through a series of workbook exercises called «Passion Explorations» The time is now for marketers and businesses to go beyond the product conversation to understanding, sparking and sustaining the passion conversation for why your business is in business.
Steve Cone Steal These Ideas!. Marketing Secrets That Will Make You a Star Steve Cone Steal These Ideas!. Marketing Secrets That Will Make You a Star Новинка

Steve Cone Steal These Ideas!. Marketing Secrets That Will Make You a Star

Working for nearly thirty years with and for leading companies including Citigroup, American Express, Epsilon, Apple, and Fidelity—with notable political and not-for-profit campaigns along the way—Steve Cone has the kind of hard-earned, high-level experience that translates into valuable, tested ideas on what really works—and doesn’t—in marketing. In Steal These Ideas! Cone delivers hundreds of pearls in a sharp, no-nonsense, and witty style on all facets of marketing, branding, and advertising with all the candor and freshness one would expect from a knowledgeable good friend in the business. Illustrated throughout with examples of the good, bad, and ugly in advertising, this is the secret stuff that no one ever teaches. Anyone can now steal these ideas and become a marketing star today.
Steve Cone Steal These Ideas!. Marketing Secrets That Will Make You a Star Steve Cone Steal These Ideas!. Marketing Secrets That Will Make You a Star Новинка

Steve Cone Steal These Ideas!. Marketing Secrets That Will Make You a Star

The marketer's guide to standing out from the crowd and connecting with consumers As advertisements become more ubiquitous online and off, the struggle to really capture a customer's attention is heating up. In Steal These Ideas!, Second Edition, Steve Cone, internationally renowned marketing expert, reveals how to resonate with a target audience, providing a fresh perspective riddled with pearls of wisdom and wit. Full of practical ideas that the reader can learn in a matter of hours, and apply successfully to their business for years, Steal These Ideas! proved an instant classic on outside-the-box marketing when it first published in 2005, and this newly revised edition, refreshed for the present day, promises to have the same impact as it's predecessor. This new edition includes material on social networking, customer loyalty campaigns, building websites, and sending effective email blasts The book is illustrated throughout with examples of the good, bad, and ugly in advertising Includes new ideas on how to take full advantage of online marketing and social media Highlights the art of building an effective loyalty program, the power of public relations and sponsorship, and using a spokesperson Author Steve Cone is the Executive Vice President of AARP Everything you didn't learn in business school (or in the field), Steal These Ideas! gives marketers the edge in today's fast-paced, oversaturated marketplace.
Shiv Singh Social Media Marketing For Dummies Shiv Singh Social Media Marketing For Dummies Новинка

Shiv Singh Social Media Marketing For Dummies

The fast and easy way to get the most of out social media marketing Sharing the wisdom of social media voices Shiv Singh and Stephanie Diamond on the latest approaches to social media marketing, Social Media Marketing For Dummies presents the essence of planning, launching, managing, and assessing a social media marketing campaign. In an easy-to-read style that is perfect for time-pressed marketers, this essential guide covers all the newest and time-tested trends in social media, including reaching your audience via mainstream platforms; getting social with existing web properties like a company site, blog, mobile tools, and advertising; making the most of Facebook, Twitter, Google+, LinkedIn, and others; launching a campaign and developing a voice; reaching your audience on key and niche platforms, and embracing influencers; and much more. Social media marketing is a highly-effective way to make a big bang without spending big bucks—and it's an easy, way to enlarge your audience, reach your customers, and build your business. With the indispensable tools in this new edition of Social Media Marketing For Dummies, you'll find everything you need to make the most of low-cost, timely online marketing strategies that resonate with consumers and make your brand and business viable in a saturated market. Gives you an overview of your social media marketing choices Covers giving social license to employees and metrics Provides the latest trends in social media marketing Includes tips on creating a social media marketing campaign, avoiding common mistakes, and key resources If you're a busy marketer, small business owner, or entrepreneur looking to reach new markets with social media marketing initiatives, this hands-on, friendly guide has you covered.
Jerome Levine Schizophrenia For Dummies Jerome Levine Schizophrenia For Dummies Новинка

Jerome Levine Schizophrenia For Dummies

Practical tools for leading a happy, productive life Schizophrenia is a chronic, severe, and disabling mental disorder that afflicts one percent of the population, an estimated 2.5 million people in America alone. The firsthand advice in this reassuring guide will empower the families and caregivers of schizophrenia patients to take charge, offering expert advice on identifying the warning signs, choosing the right health professional, understanding currently available drugs and those on the horizon (as well as their side effects), and evaluating traditional and alternative therapies.
Roland Smart The Agile Marketer. Turning Customer Experience Into Your Competitive Advantage Roland Smart The Agile Marketer. Turning Customer Experience Into Your Competitive Advantage Новинка

Roland Smart The Agile Marketer. Turning Customer Experience Into Your Competitive Advantage

The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for «baking» marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.
Alfred E. Eckes, Jr. The Contemporary Global Economy. A History since 1980 Alfred E. Eckes, Jr. The Contemporary Global Economy. A History since 1980 Новинка

Alfred E. Eckes, Jr. The Contemporary Global Economy. A History since 1980

The Contemporary Global Economy provides a lively overview of recent turbulence in the world economy, focusing on the dynamics of globalization since the 1980s. It explains the main drivers of economic change and how we are able to discern their effects in the world today. A lucid and balanced survey, based on extensive research in data and documents, accessible to the non-specialist Written by a renowned specialist in international economic relations with academic and government credentials Offers clear and engaging explanations of the main motors of economic change and how we are able to discern their effects in the world today The author assumes little knowledge of economic theory or financial markets Identifies the challenges for sustainable recovery and economic growth in the years ahead
Laurie Young The Marketer's Handbook. Reassessing Marketing Techniques for Modern Business Laurie Young The Marketer's Handbook. Reassessing Marketing Techniques for Modern Business Новинка

Laurie Young The Marketer's Handbook. Reassessing Marketing Techniques for Modern Business

This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: “how useful and relevant is this concept? Will it improve decision making? Does the damn thing have any credibility and does it work?” “This book combines a rigorous review of a wide range of marketing concepts with many practical examples and case studies. It can be read or dipped into both by seasoned professionals and by those just embarking on their marketing career.” Sir Paul Judge, President, Chartered Institute of Marketing “Laurie Young casts an experienced and skeptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities.” Professor George Day, The Wharton School, Chairman of the American Marketing Association “Laurie Young has produced nothing less than the A-Z of marketing. He has journeyed far and wide mapping out hundreds of business, marketing and communications models to produce an extremely useful industry atlas. Certainly it will find a well-thumbed home on my bookshelf.” Hamish Pringle, Director General, Institute of Practitioners in Advertising “This book is much needed by marketing. Its value is in challenging concepts, some of which have been the accepted norm for a long time. But as this book shows, some of these may no longer be relevant and appropriate for marketers in today’s consumer environment.” Mike Johnston, CEO, Dairy Council of Northern Ireland and former Chairman of the Chartered Institute of Marketing “Senior marketers, like those who make up the membership of the Marketing Society, hone the methods and techniques they favour as their career develops. Laurie Young clearly did that and an experienced voice shines through this critique. It is heartening to find that so many concepts have a long history of producing real value for businesses but alarming to find so many of the theorists’ favourites to be so groundless.” Hugh Burkitt, CEO, The Marketing Society
Entertainment Industry Economics Entertainment Industry Economics Новинка

Entertainment Industry Economics

The entertainment and media industries, already important sectors of the US economy, continue to grow rapidly in other countries around the world. This ninth edition of Entertainment Industry Economics continues to be the definitive source on the economics of film, music, television, advertising, broadcasting, cable, casino and online wagering, publishing, performing arts and culture, toys and games, sports, and theme parks. It synthesizes a vast amount of data to provide a clear, comprehensive, and up-to-date reference guide on the economics, financing, accounting, production, and marketing of entertainment in the United States and overseas. Completely updated, it includes new sections on price effects, art markets, and Asian gaming. Financial analysts and investors, economists, industry executives, accountants, lawyers, regulators and legislators, and journalists, as well as students preparing to join these professionals, will benefit from this invaluable guide on how the entertainment and media industries operate.
Patel Dipti ABC of Occupational and Environmental Medicine Patel Dipti ABC of Occupational and Environmental Medicine Новинка

Patel Dipti ABC of Occupational and Environmental Medicine

This new edition of Occupational and Environmental Medicine concentrates more on the newer kinds of occupational disease including those (like “RSI” and pesticide poisoning) where exposure and effects are difficult to understand. There is specific emphasis on work, health and wellbeing, with links to public health, health promotion, the value of work, disabled people at work, the aging workforce, vocational rehabilitation, evidence based practice, and further chapters on the health effects of climate change and of occupational health and safety in relation to migration and terrorism.
Anzenbacher Pavel Metabolism of Drugs and Other Xenobiotics Anzenbacher Pavel Metabolism of Drugs and Other Xenobiotics Новинка

Anzenbacher Pavel Metabolism of Drugs and Other Xenobiotics

16784.94 руб. Найти похожее
A practice-oriented desktop reference for medical professionals, toxicologists and pharmaceutical researchers, this handbook provides systematic coverage of the metabolic pathways of all major classes of xenobiotics in the human body. The first part comprehensively reviews the main enzyme systems involved in biotransformation and how they are orchestrated in the body, while parts two to four cover the three main classes of xenobiotics: drugs, natural products, environmental pollutants. The part on drugs includes more than 300 substances from five major therapeutic groups (central nervous system, cardiovascular system, cancer, infection, and pain) as well as most drugs of abuse including nicotine, alcohol and «designer» drugs. Selected, well-documented case studies from the most important xenobiotics classes illustrate general principles of metabolism, making this equally useful for teaching courses on pharmacology, drug metabolism or molecular toxicology. Of particular interest, and unique to this volume is the inclusion of a wide range of additional xenobiotic compounds, including food supplements, herbal preparations, and agrochemicals.
Peter Fisk Marketing Genius Peter Fisk Marketing Genius Новинка

Peter Fisk Marketing Genius

The little black book of marketing is here. Marketing guru Peter Fisk's inspirational manual of marketing shows you how to inject marketing genius into your business to stand out from the crowd and deliver exceptional results. Marketing Genius is about achieving genius in your business and its markets, through your everyday decisions and actions. It combines the deep intelligence and radical creativity required to make sense of, and stand out in today's markets. It applies the genius of Einstein and Picasso to the challenges of marketing, brands and innovation, to deliver exceptional impact in the market and on the bottom line. Marketers need new ways of thinking and more radical creativity. Here you will learn from some of the world's most innovative brands and marketers – from Alessi to Zara, Jones Soda to Jet Blue, Google to Innocent. Peter Fisk is a highly experienced marketer. He spent many years working for the likes of British Airways and American Express, Coca Cola and Microsoft. He was the CEO of the world's largest professional marketing organisation, the Chartered Institute of Marketing, and lead the global marketing practice of PA Consulting Group. He writes and speaks regularly on all aspects of marketing. He has authored over 50 papers, published around the world, and is co-author of the FT Handbook of Management. «Marketers who want to recharge their left and right brains can do no better than read Marketing Genius. It's all there: concepts, tools, companies and stories of inspired marketers.» —Professor Philip Kotler, Kellogg Graduate School of Management, and author of Marketing Management «A fantastic book, full of relevant learning. The mass market is dead. The consumer is boss. Imagination, intuition and inspiration reign. Geniuses wanted.» —Kevin Roberts, Worldwide CEO Saatchi & Saatchi, and author of Lovemarks «This is a clever book: it tells you all the things you need to think, know and do to make money from customers and then calls you a genius for reading it.» —Hamish Pringle, Director General of Institute of Practitioners in Advertising, and author of Celebrity Sells «This is a truly prodigious book. Peter Fisk is experienced, urbane and creative, all the attributes one would expect from a top marketer. The case histories in this book are inspirational and Peter's writing style is engaging and very much to the point. This book deserves a special place in the substantial library of books on marketing.» —Professor Malcolm McDonald, Cranfield School of Management, and author of Marketing Plans «Customers, brands and marketing should sit at the heart of every business's strategy and performance today. Marketing Genius explains why this matters more than ever, and how to achieve it for business and personal success» —Professor John Quelch, Professor of Business Administration at Harvard Business School and author of New Global Brands «Marketing Genius offers marketers 99% inspiration for only 1% perspiration.» —Hugh Burkitt, CEO, The Marketing Society
Adler Lawrence Clinical Trials in Psychopharmacology. A Better Brain Adler Lawrence Clinical Trials in Psychopharmacology. A Better Brain Новинка

Adler Lawrence Clinical Trials in Psychopharmacology. A Better Brain

Although clinical trials were virtually unheard of in psychiatry for many years, they are now the gold standard for judging whether drugs are safe and useful. But should they be? What is the true status of clinical trials? Even when they ostensibly demonstrate a benefit of a certain treatment, the strict patient selection criteria, poor compliance and high drop-out rate leave the conclusions open to question. Are the new treatments really better or more cost-effective than the old? Do they have fewer side effects? In this book the authors take a critical look at recent developments and present a series of trenchant and challenging observations. Section I examines the significant changes in law and the regulatory environment that have occurred during the past ten years. Has fossilization handicapped the US Food and Drug Administration in promoting treatment advances? How can the plethora of findings be regulated? This is particularly pertinent in genomic studies and there are two chapters addressing the impact of genomics on psychiatric research. This section also addresses the role of women in drug trials – a group long excluded but now demanding a part, for without testing how can optimal treatments be devised? The next two Sections highlight clinical trials in the major areas of psychiatric pharmacological treatment, including Mood Disorders, especially Bipolar, Anxiety Disorders, and addictions. Chapters on pharmacological treatments for Eating Disorders, Attention Deficit Disorder, Autism and Asperger’s Syndrome, and Impulse Control Disorder represent the latest thinking on these subjects. The final Section contains a consummate example of out-of-the [Western]– box thinking, namely consideration of herbal medicines – used by a large number of patients, with or without medical supervision. We conclude with a close look at the problem of side effects, then selected thoughts about methodology. Clearly written, the text provides immediate access to new developments across the spectrum of drug testing. Clinical Trials in Psychopharmacology: A Better Brain is provocative reading for psychiatrists, pharmacologists and all those interested in improved drug treatments for patients with mental illness. Raises questions about the conduct of trials and the credibility of their outcomes that are relevant not just in psychiatry but all areas of medicine Discusses the ethical problems in assessing outcomes in humans, including children
Andy Bird The Growth Drivers. The Definitive Guide to Transforming Marketing Capabilities Andy Bird The Growth Drivers. The Definitive Guide to Transforming Marketing Capabilities Новинка

Andy Bird The Growth Drivers. The Definitive Guide to Transforming Marketing Capabilities

The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric marketing to drive growth. The authors explain what world-class marketing means in practice and reveal the power of strategic marketing as a dynamic propeller of growth. Each chapter includes a summary, a separate in-depth case study, a range of illustrative real-life examples and some practical tools based on the work of leading practitioners in this pioneering field, as well as relevant diagrams and pictures.
Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions Новинка

Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions

Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.
Brian Lechem Chairman of the Board. A Practical Guide Brian Lechem Chairman of the Board. A Practical Guide Новинка

Brian Lechem Chairman of the Board. A Practical Guide

Practical, real-world advice for the most challenging of positions The role of the chairman of the board is an art form that varies with the size, type, and corporate climate of the organization. Chairman of the Board provides practical guidance on this critical role, offering advice on matters such as how to work with the CEO, ethical considerations, corporate social responsibility, and performance evaluation of boards and board members. Seasoned executive Brian Lechem discusses regulatory requirements and legal exposures relating to board responsibilities and how to minimize risks to company resources. Real-life examples illustrate how challenges have been met by companies with both positive and negative results. Information on board regulations for not-for-profit and government agencies and Canadian and U.K. companies lends the book broad appeal.
Elena Kotyrlo Space-time dynamics of fertility and commuting Elena Kotyrlo Space-time dynamics of fertility and commuting Новинка

Elena Kotyrlo Space-time dynamics of fertility and commuting

The study contributes in analytical description of spatial diffusion of fertility, in particular, influenced by labour movements of people between places of residence and work. It is assumed that the labour market has externality on the marriage market due to commuting, which, in turn, affects fertility. A model of spatial diffusion of fertility is based on assumption of global and local spillover effects. The global spillover effect, as shifts in fertility norms, is motivated by increasing variance of social interactions of an individual, when places of work and residence are different. One local spillover effect is in response to flows of earnings across space. Another mechanism is related to expected changes in probabilities to find a partner affected by differences in day and night population. The analytical model, in which the effects on fertility of the cited spillovers are decomposed, is constructed in the paper on the base of a model of the demand for children, spatial stock-flow model of a market, and a matching model with a sex imbalance or spatial mismatch as the probability of matching. Three sex imbalances, namely of night-, day-time population and an adjusted to sex imbalance of commuters to residents are empirically tested. Empirical evidence on municipal Swedish data for the period 1994–2008 does not provide any strong evidence of spatial diffusion of fertility. However, there are externalities of labour mobility on fertility due to changes of gender structure of population.
Salminen Seppo Probiotics and Health Claims Salminen Seppo Probiotics and Health Claims Новинка

Salminen Seppo Probiotics and Health Claims

This book examines the international picture regarding probiotic food applications, placing a particular emphasis on the legal context and assessment procedures of probiotic health claims in the major markets for these products. Health claim legislation is described and the ways in which manufacturers can ensure compliance are discussed. The book also covers the use of meta-analysis to assess available data, and case examples from various regulatory cultures and traditions are included. It will be of interest to food industry scientists, executives and R&D personnel; international regulatory advisers and administrators; researchers, educators and students on food science courses. Key Features: Focuses on health claim legislation for this commercially important food sector Includes chapters on the current situation in all the major world markets including Europe, the USA, Japan, India and China Covers food, feed and pharmaceutical applications of probiotics
Taylor David The Brand Gym. A Practical Workout to Gain and Retain Brand Leadership Taylor David The Brand Gym. A Practical Workout to Gain and Retain Brand Leadership Новинка

Taylor David The Brand Gym. A Practical Workout to Gain and Retain Brand Leadership

This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the highly successful original version, the book consists of a programme of 8 «workouts» that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical. Based on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid. 50% of the content is new or updated with the latest thinking on «recession proof branding», how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders. The authors are most influential, appearing in The Guardian, Marketing, Brand Strategy, Market Leader and The Marketer. The CIM have called David Taylor one of the «World's 50 most important marketing thinkers».

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The little black book of marketing is here. Marketing guru Peter Fisk's inspirational manual of marketing shows you how to inject marketing genius into your business to stand out from the crowd and deliver exceptional results. Marketing Genius is about achieving genius in your business and its markets, through your everyday decisions and actions. It combines the deep intelligence and radical creativity required to make sense of, and stand out in today's markets. It applies the genius of Einstein and Picasso to the challenges of marketing, brands and innovation, to deliver exceptional impact in the market and on the bottom line. Marketers need new ways of thinking and more radical creativity. Here you will learn from some of the world's most innovative brands and marketers – from Alessi to Zara, Jones Soda to Jet Blue, Google to Innocent. Peter Fisk is a highly experienced marketer. He spent many years working for the likes of British Airways and American Express, Coca Cola and Microsoft. He was the CEO of the world's largest professional marketing organisation, the Chartered Institute of Marketing, and lead the global marketing practice of PA Consulting Group. He writes and speaks regularly on all aspects of marketing. He has authored over 50 papers, published around the world, and is co-author of the FT Handbook of Management. «Marketers who want to recharge their left and right brains can do no better than read Marketing Genius. It's all there: concepts, tools, companies and stories of inspired marketers.» —Professor Philip Kotler, Kellogg Graduate School of Management, and author of Marketing Management «A fantastic book, full of relevant learning. The mass market is dead. The consumer is boss. Imagination, intuition and inspiration reign. Geniuses wanted.» —Kevin Roberts, Worldwide CEO Saatchi & Saatchi, and author of Lovemarks «This is a clever book: it tells you all the things you need to think, know and do to make money from customers and then calls you a genius for reading it.» —Hamish Pringle, Director General of Institute of Practitioners in Advertising, and author of Celebrity Sells «This is a truly prodigious book. Peter Fisk is experienced, urbane and creative, all the attributes one would expect from a top marketer. The case histories in this book are inspirational and Peter's writing style is engaging and very much to the point. This book deserves a special place in the substantial library of books on marketing.» —Professor Malcolm McDonald, Cranfield School of Management, and author of Marketing Plans «Customers, brands and marketing should sit at the heart of every business's strategy and performance today. Marketing Genius explains why this matters more than ever, and how to achieve it for business and personal success» —Professor John Quelch, Professor of Business Administration at Harvard Business School and author of New Global Brands «Marketing Genius offers marketers 99% inspiration for only 1% perspiration.» —Hugh Burkitt, CEO, The Marketing Society
Продажа effects of the regulatory agencies on marketing of drugs in nigeria лучших цены всего мира
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