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Kevin Keller gets branding! He provides an up to the minute and accessible guide to the cluttered world of branding.
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As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity , managers discovered the value of a brand as a strategic asset
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The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and
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`The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today`s best strategic marketers all in one place. Kellogg on
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Telephone selling is moving into the 21st Century, and Friendly Persuasion empowers you with the skills required to become exemplary at communicating and selling over the telephone. Friendly Persuasion provides a comprehensive,
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Even more ideas and proven tips to help you use the phone to close more sales, in less time, and never experience rejection again! Volume II of How to Sell More in Less Time With No Rejection, Using Common Sense Telephone Techniques
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teenage smoking out of control, when everyone knows smoking kills? What makes TV shows like Sesame Street so good at teaching
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With more than 600,000 books in print, nationally bestselling author Jeffrey Fox is back to "outfox the competition" - this time with counterintuitive advice on how to become a marketing genius. In his four previous bestselling business
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Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to
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There's only one name in marketing: Phil Kotler. His latest may be his best - a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago. Tom Peters, author
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A revolutionary new system for generating the next big marketing ideas and opportunities. According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the
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The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C.Jain and Suvit Maesincee, is that
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This text applies the full spectrum of marketing principles, such as segmentation, pricing and promotion, to non-profit arts organizations. Including case studies of dance and theatre organizations from around the world, it reveals how to build
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Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position'
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You've got your hands on one of the greatest marketing manuals ever written, the classic that defines the strategies, plans, and campaigns of today's marketing battlefield. Marketing is war. To triumph over the competition, it's not enough to target
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The era of the celebrity CEO is over. Savage press coverage, warring boards, and a distrustful public are putting more pressure than ever on CEOs to perform at every level, including tough marketing calls they might not have the background to make.
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Today's business tactics demand unique marketing plans that are practical and down-to-earth. Effective marketers know how to be clear, concise, and cut to the close. In What Clients Love , readers will learn how to pinpoint a company's
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Outlines what Cause Related Marketing (CRM) is, how it works, and how it can be used as an effective marketing tool for brands. Explains CRMs place in the context of branding as a whole, drawing on relevant case histories, the author's own
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Big Brands, Big Trouble is a crisp indictment of marketing executives who ought to be shouldering more responsibility. It is packed with useful insights about how to manage innovation. Clayton Christensen, author of
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In today's ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than
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A fascinating, cutting-edge book that provides insight into the meaning and interpretation of Machiavelli and his works for management, marketing and political thought, and highlights their particular relevance to the manager today. The authors
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This book blows the lid off the so-called "idea gurus" by demystifying the creation of great new innovations. It offers readers a way to look at their company's existing products and services in order to transform them into new ideas. Well-known and
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In the same right-to-the-point, no-nonsense style that was a hallmark of "Positioning", this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.
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managers who are struggling to keep up with today's ever-changing business climate: Keep It Simple. In this paperback edition of The Power of Simplicity , Trout
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A direct working manual to maximize useful practical tips and hints. Explaining ways to save money on buying in marketing information or expertise, this text also demonstrates many of the skills that companies with higher budgets would farm out. It
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This fully updated paperback edition of The Essential Brand Book is a companion resource for anyone involved in brand issues and contains over 100 business models and techniques for building brand value. The book is divided into four key
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This is a collection of Drayton Bird's articles and extracts from "Marketing" magazine. The pieces cover all areas of marketing from branding to customer loyalty. There is a particular emphasis on learning opportunity and the author's own experience
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Service businesses sell something that cannot be seen or heard, experience - and to make that experience truly exceptional they must first understand people and how to satisfy them. In this indispensable volume, Harry Beckwith provides a treasury of
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When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionalized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Filled with hundreds of solid ideas that really
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This volume is designed for MBA or advanced undergraduate courses in pricing strategy or pricing and product policy. Practical in focus and lively in style, the book provides a comprehensive, managerially-focused, integrated, step-by-step guide to
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Strategies and tools that guarantee big-ticket sales! Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and
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With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many
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Whether their complaints are about customer-proof packaging, a never-ending voice mail loop, or a purchase that doesn't live up to its claims, customers are consistently disappointed in their interactions with companies. And while experts say that
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Network marketing is one of the fastest-growing career opportunities in the United States. Millions of people just like you have abandoned dead-end jobs for the chance to achieve the dream of growing their own businesses. What many of them find,
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Despite the resources spent on market research, nearly 80 percent of new offerings fail. The pattern is predictable: Customers say they want something, companies create it, and once it's available, customers don't buy it. Why? Is it because
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S.U.R.E.-Fire Direct Response Advertising delivers a proven, effective program for boosting business-to-business direct advertising response rates and converting sales leads into a steady stream of revenue. Readers are guided through the
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Get Clients Now! A 28-Day Marketing Program for Professionals and Consultants and we do mean now. Contained within the covers of this deceptively simple paperback book is a complete marketing and sales system for professionals, consultants,
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For deeper, more loyal customer relationships and enhanced profit margins, companies must actually "live" the brands they sell. This approach is called "integrated branding" and it's not just a communications strategy. It is a way of operating, an
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All companies must grow to survive but only one in five growth strategies succeeds. In "Profit from the Core", strategy expert Chris Zook revealed how to grow profitably by focusing on and achieving full potential in the core business. But what
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Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary
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Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful
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