At your fingertipsfind advertising terms and concepts quickly and easily in this A-Z reference guide!As with many institutions, advertising has developed its own vocabulary. While some terms and concepts may overlap with other areas, many are used in a particular way and have specific meanings in advertising. The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point compilation of terms and concepts used in the advertising industry. It provides brief, easy-to-unde...

This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniq...

Concise Encyclopedia of Professional Services Marketing provides readers with a detailed account of the concepts and strategies necessary to successfully market professional services and grow a business. Complete with practical information relevant to a wide range of professionals--including accountants, architects, attorneys, consultants, dentists, engineers, and physicians--this guidebook is an indispensable reference for anyone looking to learn the concepts and applicat...

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the...

The third volume in the internationally bestselling McKinsey Trilogy, The McKinsey Engagement is an action guide to realizing the consistently high level of business solutions achieved by the experts at the world’s most respected consulting firms.Former consultant Dr. Paul Friga distills the guiding principles first presented in the bestselling The McKinsey Way and the tested-in-the-trenches methodologies outlined in The McKinsey Mind, and combines them w...

The Third Edition of this key resource provides a means of understanding and changing organizational culture in order to make organizations more effective. It provides validated instruments for diagnosing organizational culture and management competency; a theoretical framework (competing values) for understanding organizational culture; and a systematic strategy and methodology for changing organizational culture and personal behavior. New edition includes online versions of the ...

Excellence in customer service is the hallmark of success in service industries and among manufacturers of products that require reliable service. But what exactly is excellent service? It is the ability to deliver what you promise, say the authors, but first you must determine what you can promise. Building on seven years of research on service quality, they construct a model that, by balancing a customer's perceptions of the value of a particular service with the custom...

THE DEFINITIVE GUIDE TO FINDING, DEVELOPING, AND KEEPING THE BEST TALENTThe most comprehensive book of its kind, The Talent Management Handbook has become the go-to resource for HR professionals, CEOs, and business leaders who want to take the lead in building a diverse, talented, and motivated workforce. Each section of this book offers state-of-the-art processes, step-by-step practical management tools and techniques, and up-to-the-minute resources that will equip you ...

It’s the People, Stupid! Karen Phelan is sorry. She really is. She tried to do business by the numbers—the management consultant way—developing measures, optimizing processes, and quantifying performance. The only problem is that businesses are run by people. And people can’t be plugged into formulas or summed up in scorecards. Phelan dissects a whole range of consulting treatments for unhealthy companies and shows why they’re essentially fad diets: superficial would-be fixes that don’t re...

Providing insight on how to be a successful and strategic designer, David Holston answers many of the questions plaguing the profession today, including how to boost efficiency and enhance creativity.The design profession has been asking itself some important questions lately:How do designers deal with the increasing complexity of design problems? What skills do designers need to be competitive in the future? How do designers become co-creators with clients...

Why are some organizations more successful than others? Is it better products? Is it a superior service model? Is it some mixture of the two? Is it merely a matter of lining up the products and services to meet the needs of the marketplace at a particular time? Or did they just get lucky? Many business leaders believe that the answer to these questions is a matter of strategy. Find the right strategy and the company is bound to be successful. Unfortunately, too many organizations fail to f...

An Essential Knowledge ResourceTHE WORLD OF LEARNING AND PERFORMANCE has changed significantly since the first edition of First Things Fast was published more than a decade ago. This thoroughly revised and updated second edition of the best-selling classic recognizes a world chock-full of technology, economic strains, and opportunities. How do learning and performance professionals plan in this shifting context? How do they take advantage ...