Taddy Hall – författare
Visar alla böcker från författaren Taddy Hall. Handla med fri frakt och snabb leverans.
3 produkter
3 produkter
213 kr
Skickas inom 3-6 vardagar
Online Advertising Playbook
Proven Strategies and Tested Tactics from the Advertising Research Foundation
Inbunden, Engelska, 2007
282 kr
Skickas inom 5-8 vardagar
Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing."—Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks"The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."—Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company"To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."—Ted McConnell, Interactive Innovation Director, Procter & Gamble"The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."—Van Riley, Vice President of Research, AOL"The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."—Rod DeVar, Manager, Advertising and Promotion, United States Postal Service"Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results."—Chris Theodoros, Director of Industry Relations, Google"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."—Mike Donahue, Executive Vice President, American Association of Advertising Agencies"This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."—Henry Assael, Professor of Marketing, Stern School of Business, New York University
Competir contra la suerte
La historia de la innovación y la elección del cliente
Häftad, Spanska, 2023
173 kr
Skickas inom 5-8 vardagar
¿Las empresas saben cómo crecer? ¿Cómo pueden crear productos que están seguros de que los clientes quieren comprar? ¿Puede la innovación ser más que un juego de éxito? El profesor Clayton Christensen de la Escuela de Negocios de Harvard tiene la respuesta. Hace una generación, Christensen revolucionó los negocios con su innovadora teoría de la innovación disruptiva. Ahora, él va más allá, ofreciendo nuevas y poderosas ideas. Después de años de investigación, Christensen ha llegado a una conclusión crítica: Los clientes no compran productos o servicios; ellos los "contratan" para hacer un trabajo. Comprender qué hace que los clientes "contraten" un producto o servicio, hará que cualquier empresa puede mejorar su historial de innovación, creando productos que los clientes no solo quieran contratar, sino que pagarán precios más altos para llevarlos a sus vidas; por ejemplo: Amazon, Intuit, Uber, Airbnb y Chobani, por nombrar solo algunos. Pero este libro no se trata de celebrar estos éxitos, se trata de predecir nuevos.Este libro establece cuidadosamente el marco provocativo de Christensen, que proporciona una explicación completa de la teoría y por qué es predictivo, cómo usarlo en el mundo real y, lo más importante, cómo no desperdiciar la información que proporciona.Competing Against LuckCompanies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a successful game? Professor Clayton Christensen of the Harvard Business School has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he goes further, offering powerful new insights.After years of research, Christensen has come to a critical conclusion: Customers don't buy products or services; they "hire" them to do a job. Understanding what makes customers "hire" a product or service will help any company improve its innovation record, creating products that customers not only want to hire, but will pay higher prices to bring into their lives; for example: Amazon, Intuit, Uber, Airbnb and Chobani to name just a few. But this book isn't about celebrating these successes, it's about predicting new ones.This book carefully lays out Christensen's provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real world, and most importantly, how not to waste the information it provides.