Search
Applied filters:
Refine search
- Subject
- Management (2)
- Financial system (1)
- Knowledge area
- Marketing & sales (12)
- Strategy & entrepreneurship (9)
- People management (5)
- Finance (4)
- Innovation & operations management (3)
- Sector
- Services industry (1)
- Content type
- Book (33)
Marketing Research
Methods and Techniques for Strategic Marketing Decisions
This volume offers a comprehensive and structured exploration of marketing research within the broader context of the marketing intelligence system. It examines the role of research as a critical component in building marketing knowledge, supporting strategic and operational decisions, and contributing to sustainable competitive advantage. The authors integrate theoretical foundations with practical ...
Digital Loyalty
Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust
In the midst of a digital revolution that is redrawing the boundaries between consumers and businesses, loyalty is emerging as an increasingly complex strategic challenge. This volume explores the new frontiers of customer loyalty, where technology, data, and human relationships intertwine within a constantly evolving ecosystem.Combining academic rigor and managerial practicality, the book shows how ...
Connected Signature Experience
A Strategic Framework for Customer and Employee Engagement at the Intersection of People, Technology, and Data
In a world where many organizations drift amid disjointed data, fragmented processes, and isolated initiatives, Connected Signature Experience argues that the future of customer experience depends on mastering two strategic dimensions: Connection, which integrates, and Signature, which differentiates.Connection ensures that experiences flow seamlessly: Externally, between customers and the brand, ...