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A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Meer
Marketing Through Turbulent Times offers a range of tools, principles and approaches for decision makers who want to lead their organization toward a robust future by ensuring that their marketing strategies are not only relevant for today's difficult environment but will also lay the foundation for innovative growth opportunities. Meer
The media increasingly refer to football clubs as brands. Certainly concepts such as loyalty, affiliation, emotional ties with football clubs seem to parallel the relationship between consumer and brand in the broader marketing sphere. Meer
Provides an accessible introduction to psychoanalytic explanations of consumer desire. Topics are drawn widely to reflect the scope of Freud's vision and include dreams, sexuality and hysteria. Meer
Meta-Luxury sets out to define the ultimate meaning of true luxury, exploring it as both a culture and business model. Through the concept of Unique Achievement and the drivers of Craftsmanship, Focus, History and Rarity, the authors examine what is at the heart of true luxury through a unique series of conversations. Meer
This third annual volume of the International Place Branding Yearbook looks at the case for applying brand and marketing strategies to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets. Meer
Very Short Introductions: Brilliant, Sharp, Inspiring
Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Meer
Introducing the goals and techniques of marketing, this text looks at the business environment in which it takes place. It considers the role of market research in helping companies target and segment their markets, and position their products. Meer
3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, to pre-roll on YouTube videos and native advertising on mobile news apps. Meer
Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. Meer
Experts from around the world present changes in the global marketplace and developments in research methodologies underpinning new product development (NPD) in this essential collection. Meer
Entity Resolution and Information Quality presents topics and definitions, and clarifies confusing terminologies regarding entity resolution and information quality. Meer
Incorporating Cultures' Role in the Food and Agricultural Sciences addresses the practical needs of the professors, administrators and students who often face challenges of working together with Indigenous peoples with whom they have no prior experience. Meer
Case Studies in Food Retailing and Distribution aims to close the gap between academic researchers and industry professionals through the presentation of ‘real world’ scenarios and the application of field-based research. Meer
Transcription, or the process by which DNA produces RNA, is a central aspect of gene expression. Transcription factors regulate transcription during development and in disease states. Meer
This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. Meer
Advances in Food Traceability Techniques and Technologies: Improving Quality Throughout the Food Chain covers in detail a topic of great importance to both the food industry which is obliged to provide clear and accurate labeling of their products and the government and other organizations which are tasked with verification of claims of food quality and safety. Meer
Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. Meer
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