Key Account Management / Peter CHEVERTON / Kogan Page (2015)  

Titre : Key Account Management : Tools and Techniques for Achieving Profitable Key Supplier Status Type de document : Livre Auteurs : Peter CHEVERTON Mention d'édition : 6th ed. Editeur : Kogan Page Année de publication : 2015 ISBN/ISSN/EAN : 978-0-7494-6940-5 Langues : Anglais (eng) Mots-clés : Management CLIENT ; CONSOMMATEUR INDUSTRIEL Résumé : An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financially secure? Or are they the ones that shout the loudest? Key Account Management puts forward a straightforward and effective planning methodology. This fully updated 6th edition of Key Account Management takes a long-term, team-selling strategic view of the whole process, from defining the customer, to managing the relationship and achieving key supplier status. With coverage of latest best practice including IT's role in account management, plus new case studies, online supporting resources and a new section comparing how different industries/markets approach key account management, it stands alone as the premier book on managing key customers. Nombre d'accès : 2 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538518

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059146	658.804 CHE	Livre	Library Campus de Reims	Salle de lecture	Disponible

Marketing analytics / Mike GRIGSBY / Kogan Page (2015)

Titre : Marketing analytics : a practical guide to real marketing science Type de document : Livre Auteurs : Mike GRIGSBY, Auteur Editeur : Kogan Page Année de publication : 2015 Importance : xv, 232 p. ISBN/ISSN/EAN : 978-0-7494-7417-1 Prix : 45 EUR Note générale : Glossaire. Bibliogr. p. 226-228. Index. Langues : Anglais (eng) Mots-clés : Management THEORIE DU MARKETING ; MARKETING STRATEGIQUE ; COMPORTEMENT DU CONSOMMATEUR Résumé : "Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segmenting data, testing campaign effectiveness, and forecasting demand.Assuming no prior knowledge, Marketing Analytics introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions. By using this format of presenting a problem and multiple ways to solve it, this book both makes marketing science accessible to beginners and aids the more experienced practitioner in understanding the more complex aspects of data analytics to refine their skills and compete more effectively in the workplace"-- "Marketing Analytics arms business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing problems, from pulling a targeted list and segmenting data to testing campaign effectiveness and forecasting demand. Assuming no prior knowledge, this book outlines everything practitioners need to 'do' marketing science and demonstrate value to their organization. It introduces concepts relating to statistics, marketing strategy and consumer behaviour and then works through a series of marketing problems in a straightforward, jargon-free way. It demonstrates solutions for various data modelling scenarios and includes full workings and critical analyses to reinforce the key concepts. By starting with the marketing problem and then sharing a series of data modelling options on how to solve it, Marketing Analytics both makes marketing science accessible for beginners and aids the more seasoned practitioner in getting to grips with the trickier technical aspects of data analytics to refine their marketing skills and toolkit and compete more effectively in the marketplace. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations so marketers can gain confidence in applying the tools and techniques and commission external research"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=158330

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050695	658.83/GRI	Livre	Library Campus de Reims	Salle de lecture	Disponible

On purpose / Shaun SMITH / Kogan Page (2015)

Titre : On purpose : delivering a branded customer experience people love Type de document : Livre Auteurs : Shaun SMITH, Auteur ; Andy MILLIGAN, Auteur Editeur : Kogan Page Année de publication : 2015 Importance : VII; 278 p. ISBN/ISSN/EAN : 978-0-7494-7191-0 Prix : 30 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management MARQUE ; GESTION DU MARKETING ; CONSOMMATEUR Résumé : "With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to: --Stand Up: be clear about brand purpose and promise --Stand Out: define, design and deliver distinctive customer experiences across multiple channels --Stand Firm: create strong cultures that sustain results They explain and define how to deliver "on purpose" experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter"-- "Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels. Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including: - Altro - Barclays Bank - Best Western - citizenM - IKEA - Lego - Liberty Global Business Services - London 2012 Olympics - Lush - Nissan - O2 - Timpson - Zappos"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=158213

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050587	658.81/SMI	Livre	Library Campus de Reims	Salle de lecture	Disponible

Paid attention / Faris YAKOB / Kogan Page (2015)

Titre : Paid attention : innovative advertising for a digital world Type de document : Livre Auteurs : Faris YAKOB, Auteur Mention d'édition : 1st Edition. Editeur : Kogan Page Année de publication : 2015 Importance : xv; 200 p. ISBN/ISSN/EAN : 978-0-7494-7360-0 Prix : 30 EUR Note générale : Bibliogr. p. 192-194. Index. Langues : Anglais (eng) Mots-clés : Management PUBLICITE ; MARQUE ; IMAGE DE MARQUE Résumé : "Rapid changes in communication technologies shifted the media environment from one of scarcity to one characterized by abundance. Advertisers are paying more and more money to reach fewer and fewer people, as audiences consume endless streams of content across different platforms. When you can no longer buy enough attention for advertising to remain efficient -- how do brands respond?Spanning communication theory, neuroscience, creativity and innovation, media history, popular culture, branding, and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communication landscape.Topics covered include: a critical look at market research, modern theories of communication, the vanishing difference between content, media, and advertising, what ideas are and how to get them, and the future of advertising. "-- "Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communications landscape. A modern model for how brands operate and innovate in the evolving market for ideas, it contains both beliefs that can guide behaviour and practical tools and examples to help account planners and strategists in their jobs and careers. Paid Attention provides a framework for brands and market research based on the emerging context of behavioural economics. It references a wide body of theory and praxis, from neuroscience, advertising research, behavioural economics, psychology, sociology, technology and even science fiction. Mapping advertising to a wider analysis of culture, it appeals to media scholars and anyone interested in today's media-saturated culture"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=157843

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050300	659.1/YAK	Livre	Library Campus de Reims	Salle de lecture	Disponible

People risk management / Keith BLACKER / Kogan Page (2015)

Titre : People risk management : a practical approach to managing the human factors that could harm your business Type de document : Livre Auteurs : Keith BLACKER, Auteur ; Patrick MCCONNELL, Auteur Editeur : Kogan Page Année de publication : 2015 Importance : vii, 304 p. ISBN/ISSN/EAN : 978-0-7494-7135-4 Prix : 53 EUR Note générale : Glossaire. Bibliogr. p.298-300. Index. Langues : Anglais (eng) Mots-clés : Management GESTION DES RESSOURCES HUMAINES ; COMPORTEMENT ; SOCIOLOGIE DES ORGANISATIONS ; MANAGEMENT DU RISQUE ; MANAGEMENT Résumé : "The collapse of major corporations during the global financial crisis, major accidents, and strategic mistakes resulting from mismanagement, have highlighted the crucial role that bad decision making has in creating disasters. People are at the core of corporate success and failure. Researchers in behavioral psychology have discovered that individual persons and groups are not good at making decisions as they fall prey to human biases, giving rise to the term "people risk." Risk management experts Keith Blacker and Patrick McConnell provide a business-friendly introduction to behavioral psychology, explaining how biases, illusions, and conflicts of interest can lead board members, managers, and employees to make potentially disastrous decisions. Using case studies and examples, the authors demonstrate how crucial people risk management is and how ineffective risk management can create crises. They also offer practical tips and tools for changing the culture and structure of organizations to better align people risks with corporate values and provide advice on managing the roles and responsibilities of those directly involved in overseeing risk and people management. "-- "A subcategory of operational risk management, people risk can be defined as the risk that people do not follow the organization's procedures, practices and/or rules, thus deviating from expected behaviour in a way that could damage the business's performance, offering and reputation. From fraud to bad business decisions, illegal activity to lax corporate governance, people risk presents a growing challenge to assess and mitigate in today's complex, dispersed business organizations. Framed by recent corporate events and challenges and including case studies from the LIBOR rate scandal, the BP oil spill, Lehman Brothers, AIG and HBOS, People Risk Management provides unique depth to a topic that has garnered increased interest in recent years: managing risks associated with the behaviour of both employees and those outside a company. It offers practical tools, real-world examples, solutions and insights into how to implement an effective people risk management framework within an organization"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=158234

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050629	658.3/BLA	Livre	Library Campus de Reims	Salle de lecture	Disponible

Persuasive copywriting / Andy MASLEN / Kogan Page (2015)

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Professional services marketing handbook / Nigel CLARK / Kogan Page (2015)

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Rethinking prestige branding / Wolfgang SCHAEFER / Kogan Page (2015)

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Social media recruitment / Andy HEADWORTH / Kogan Page (2015)

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Successful project sponsorship / Michiel van der MOLEN / Kogan Page (2015)

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The Agile Organization : How to Build an Innovative, Sustainable and Resilient Business Ed. 1 / Linda HOLBECHE / Kogan Page (2015)

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The brand challenge / Kartikeya KOMPELLA / Kogan Page (2015)

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The mindset of success / Jo OWEN / Kogan Page (2015)

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The A to Z of careers and jobs / Susan HODGSON / Kogan Page (2015)

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Ultimate aptitude tests / Jim BARRETT / Kogan Page (2015)

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