All-in-One Guides:Marketing strategy guide

Marketing strategy guide

Books on marketing

Use this section to locate texts and free chapter downloads designed to expand on your research and to help you design a marketing strategy.

Display in sets of:

  • Methods for marketing success

    Chapter Download -  Get expert advice on how to improve your marketing strategy in this excerpt from Chapter 4, The Measure of Marketing from High Performance Marketing by Dr. Naras Eechambadi.

  • The Design of Sites: Patterns for Creating Winning Web Sites

    Chapter Download Library -  Customer-centered Web site design is no longer a luxury adopted only by forward-thinking companies with a special interest in customer satisfaction. As the cost of maintaining a customer service operation increases, the ability of Web site visitors to...

  • Exploring customer behavior

    Chapter Download Library -  Market-Driven Thinking provides tools for learning about how executives and customers think within marketplace contexts. This book asks how we actually go about thinking, examining this process and its influences within the context of...

  • The top five sources of increased customer power

    Chapter Download Library -  Learn how to advocate for customers and earn their trust in this chapter download. MIT professor Glen Urban will show you why you should do this, how you can do this, and what other leading edge companies are doing in this arena.

  • Marketing strategy: New ways to brainstorm

    Chapter Download Library -  The toughest part of innovation? Accurately predicting what customers want, need, and will pay for. Even if you ask them, they often can't explain what they want. In this chapter download, you'll begin to understand how. Author Luke Hohmann created...

  • Emotion and Reason in Consumer Behavior

    Chapter Download Library -  Marketing and advertising practitioners have always used emotional and rational appeals in promoting ideas, goods, and services. Learn how to create effective campaigns in this chapter download from Emotion and Reason in Consumer Behavior. This text...

  • Marketing Metrics -- 50+ Metrics Every Executive Should Master

    Chapter Download Library -  Marketers today must understand their addressable markets quantitatively. It is imperative to measure new opportunities and the investment needed to realize them. Read this chapter to learn how.

  • Customer value: How to manage customers as investments

    Chapter Download -  Learn through case studies and other examples how to estimate your customers' lifetime value.

  • Email marketing: The complete guide

    Chapter Download Library -  This email marketing guide offers a look at common email marketing challenges and ways to meet those challenges. This chapter from "Total Email Marketing: Maximizing your results from integrated e-marketing" covers types of marketing emails, delivery...

  • Common customer service mistakes

    Chapter Download Library -  As your number one asset, your customers hold tremendous power. Learn how to maximize and leverage your customer base for increased profitability and a stronger bottom line.