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In this thorough and significantly expanded edition, four leading marketing researchers show exactly how to choose the right metrics for every challenge.
Why is the future of business in selling more things, not copies?
The first domestic business manual that introduced many of today's successful entrepreneurs to the world of business
In her most provocative book yet, Naomi Klein, author of the influential bestsellers "No Logo" and "The Shock Doctrine," explores the greatest threat humanity has ever faced: the war that the existing economic model is waging against life on Earth.
Bill Aulet's 24-step book outlines a structured process for launching a successful startup. The author emphasizes understanding customers, testing assumptions, and systematically building a sustainable business model.
The textbook is the work of four university professors and top researchers and marketing experts who managed to create probably the best consumer behavior textbook on the market today, which is specifically adapted to the European business environment.