Marketing: Books & eBooks

"Troy Waugh--'the rainmakers' rainmaker'--has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results." --Howard B. Allenberg, vice chairman and CIO, BDO Seidman, LLP Finally, peerless focus on how to break into all aspects of the selling process and the currents of relationship and buyer development. Learn how to build your personal and firm business more successfully. Covers the process of relationship and buyer development. Provides proven strategies from hundreds of the world's successful firms. Order your copy today!

Introduction: She's the emerging power consumer -- She's the sweet spot: the new demographic of choice. On marketing to technology optimists / Rose Rodd -- On marketing to baby boomer women in Canada / Anne-Marie Caron -- On baby boomer women and experimentation / Jan DeLyser -- On forging an emotional connection with her / Kate Quinn -- On recognizing her as a driving force in the markeplace / Amy Marentic -- She's complex: why there's no such thing as "the" baby boomer woman

What is a brand? / Tom Blackett -- The financial value of brands / Jan Lindemann -- The social value of brands / Steve Hilton -- What makes brands great / Chuck Brymer -- Brand positioning and brand creation / Anne Bahr Thompson -- Brand experience / Shaun Smith -- Visual and verbal identity / Tony Allen and John Simmons -- Brand communications / Paul Feldwick -- The public relations perspective on branding / Deborah Bowker -- Brand protection / Allan Poulter -- Globalisation and brands / Sameena Ahmad -- An alternative perspective on brands : markets and morals / Deborah Doane --Branding in South-East Asia / Kim Faulkner -- Branding places and nations / Simon Anholt -- The future of brands / Rita Clifton.

Consumers rule -- Perception -- Learning and memory -- Motivation and values -- The self -- Personality and lifestyles -- Attitudes -- Attitude change and interactive communications -- Individual decision making -- Buying and disposing -- Group influence and opinion leadership -- Organizational and household decision making -- Income and social class -- Ethnic, racial, and religious subculters -- Age subcultures -- Cultural influences on consumer behavior -- Global consumer culture.

Why and whatis data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics : data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic cluster detection -- Knowing when to worry : hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work.

: "As long as American institutions limit the power of interfering politicians and bureaucrats and protect free markets, the American economic system will guarantee resilience, competitiveness, and prosperity. Through in-depth examples drawn from around the world and insights honed advising a diverse clientele, Gamble dispels common myths and misconceptions about American competitiveness and its future prospects. He also identifies potential threats to the U.S. system from within and how the United States stands to benefit from the forces of globalization. Designed to stir up debate, this book is sure to open minds and help readers better understand and appreciate the institutions that have made the United States an economic powerhouse for two centuries

second edition of Global Marketing Management addresses contemporary issues in international marketing such as climate change and sustainable development, service delivery and service quality, technology, strategic branding, and building and maintaining relationships. These issues have brought about new challenges at both strategic and operational levels to organisations of all sizes, and at various stages of internationalization. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. A new chapter on strategic brand management has been added for the new edition, and content on knowledge management and the digital age is now integrated throughout the text as a whole, reflecting changes in marketing practice.

"Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical use - to clearly explain the process of market segmentation and its applications. This book goes beyond the obvious demographic and/or geographic categories to get at the "whys" of customer behavior, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today's competitive marketplace. This invaluable text is extensively referenced and includes tables and figures to clarify concepts and data."--BOOK JACKET.

From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to providing solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From brand acquisitions to brand rationalization -- From market-driven to market-driving -- From strategic business unit marketing to corporate marketing.

Marketing Communication: New Approaches, Technologies and Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad
tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics,
students and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate and MBA courses, the focus on emerging developments in the field will also appeal to a broad range researchers and marketing professionals.

This work addresses the ethical questions underlying major domains of marketing such as marketing research, distribution, advertising, and retailing.

Foundations of deep metaphors: how managers benefit from discovering consumer similarities -- Balance: how justice, equilibrium, and the interplay of elements affect consumer thinking -- Transformation: how changes in substance and circumstances affect consumer thinking -- Journey: how the meeting of past, present, and future affects consumer thinking

Marketing wars -- Great comebacks -- Crisis management -- Marketing management mistakes -- Notable marketing successes -- Ethical mistakes.

Going back to school -- Why college marketing? ("what's all the fuss?" -- College marketing : past, present and future, or, the rise and "semi-fall" of the school monopoly -- The precollege market -- The college market -- The postcollage market -- Gatekeepers : reaching the motherload through "big mother" -- The influencers -- Reaching the college crowd -- Timing -- The Daewoo Motor Company : a good idea gone bad -- The co-branding strategies -- Concluding thoughts from a seasoned "insider" -- We want to hear from you!

"Its easy to understand the excesses of the 90s by reading Bob Menschels captivating, well-written history of the ways investors have been victimized by greed, folly, and chicanery. This is a fascinating chronicle of improbable manias that set off frenzied and thoughtless buying." --Arthur Levitt, former chairman, Securities and Exchange Commission "This books light-hearted, level-headed insights may be directed at the business world, but they ring equally true for government and public officials. Robert Menschel gives a valuable perspective on the power of the crowd." --Senator Charles E. Schumer "This wonderfully witty and wise book by one of the most successful investors Ive ever known is a must-read. He reminds us that trees do not grow in the sky and that if it looks too good to be true, it is." --John C. Whitehead, former chairman, Goldman Sachs & Co. and Chairman, Lower Manhattan Development Corp. "This timeless anthology on the madness of crowds is chock-full of worldly wisdom, relevant anecdotes, and wonderful quotations, interlaced with the light touch of our finest cartoonists. Coming as it does in the aftermath of the great stock market bubble, Bob Menschels fine book is also a useful reminder of what we all knew, deep down, but were afraid to admit: When the perception of stock prices loses its linkage to the reality of corporate values, a day of reckoning always follows." --John C. Bogle, founder and former CEO, The Vanguard Group "This highly entertaining book is must reading for everyone without exception, regardless of age, wealth, or political persuasion. Menschels delectable presentations expose the very roots of human behavior in a variety of fascinating situations, familiar and unfamiliar. Dont skim; read every word." --Peter Bernstein, author of The Power of Gold: The History of an Obsession and Against the Gods: The Remarkable Story of Risk

The rise of precision marketing -- The precision marketing cycle -- Exploiting the data -- Precision marketing in the age of Gaia -- Fifteen minutes of privacy? -- The precision marketing future.

LCCN: 2003020240

. The facts of business cycles. Why study business cycles? -- Describing business cycles -- pt. 2. The macroeconomic theory of business cycles and forecasting. Early business cycle theories -- Keynes and Keynesian theory -- The Monetarist model -- The Rational Expectations model -- Real business cycle models -- New Keynesian models -- Macroeconomic forecasting -- pt. 3. Business cycles in the United States. The Great Depression -- Postwar business cycles in the United States -- A "new economy" in the United States? -- pt. 4. Modern international recessions and depressions. The East Asian crisis -- Argentina and the role of the international monetary fund -- The Great Recession in Japan -- Conclusions : what we do and do not know about business cycles.

Social change, social problems and 21st century social marketing -- Creating and framing the agenda -- The structure of social problems -- The role of social marketing -- Setting priorities with social marketing -- Beyond downstream interventions : influencing communities -- Structural change : influencing lawmakers and regulators -- Structural change : recruiting business allies -- Recruiting allies in the media and the health-care communities -- Repostioning social marketing for the 21st century.

Understanding social marketing -- Defining social marketing -- Steps in the strategic marketing planning process -- Discovering keys to success -- pt. 2. Analyzing the social marketing environment -- Determining research needs and options -- Mapping the internal and external environments -- pt. 3. Establishing target audiences, objectives, and goals -- Selecting target markets -- Setting objectives and goals -- Deepening your understanding of the target market and the competition -- pt. 4. Developing social marketing strategies -- Crafting a desired positioning -- Product : creating a product platform -- Price : determining monetary and nonmonetary incentives and disincentives -- Place : making access convenient and pleasant -- Promotion : deciding on messages, messengers, and creative strategies -- Promotion : selecting communication channels -- pt. 5. Managing social marketing programs -- Developing a plan for monitoring and evaluation -- Establishing budgets and finding funding -- Creating an implementation plan and sustaining behavior -- Appendix A: Social marketing planning worksheets -- Appendix B: Social marketing resources.

he problem -- The solution -- Impatient shopping -- Recreational shopping -- Reluctant shopping -- Painstaking shopping -- Discovery : identifying your selling quadrant -- Web analytics : timing your stopwatch -- Distribution : allocating your marketing resources -- Activation : creating, refining, and executing your stopwatch strateg

Strategic concerns -- The extended global supply chain: new problems and new responsibilities -- Risky business -- Companies behaving badly -- The SEAAR movement -- Who is in charge here? organizational responsibilities for an ethical supply chain program -- The corporate ethics and risk management framework -- Choosing an aspirational code of conduct -- Creating a case for action -- Choosing performance and process standards -- Creating measurable and verifiable indicators of performance -- Building awareness and support for codes and standards -- The supplier program -- The audit process -- Compliance issues -- Reporting your good work - moving toward triple-bottom-line accounting -- Systems to monitor and audit social and environmental performance within the supply chain -- Pulling it all together: the switcher/prem case study.

The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation

Marketing chaos, and what to do about it -- Who needs what your company sells? -- Who is aware of your offering and its benefits? -- Who can access your product and its benefits? -- Who can access your product or service? -- Are your customers motivated? -- What influences purchase? : pricing and selling your product or service -- Who learns how to use your product or service? -- Do your customers experience value? -- Are you creating loyal users? -- How to create profits from marketing chaos

How can Facebook help you promote your brand, products, and services? This book provides proven tactics that you can use right away to build your brand and engage prospective customers. It shows you how to make the most of the service while skirting not-so-obvious pitfalls along the way.--[book cover]

Brand Name products planning

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Why predictive business today? -- The success of the real-time business -- The power to predict -- Excellence in financial services -- Answering Telco's call --Transportation and logistics: improving delivery -- Powering retail and consumer goods -- Predictive business in healthcare and life science -- Energy efficiency -- The predictive battlespace -- Getting your business ready for predictive -- What's next.

pt. 1. The marketing challenge. Profits under siege -- pt. 2. Breakthrough marketing solutions: the 8 Rs of client relationship marketing. Revitalization. Retention. Reacquisition. Referrals. Regeneration. Rainmaking. Related sales. Reputation building. Countdown to success. Exploiting the Internet.

The future of marketing and merchandising in the United States -- Management realities of a fragmented "North American" market -- Labor, immigration, and business -- Americans in Mexico: "demonstration effects" of a flourishing demographic -- A vanishing border: the emergence of a North American consumer market -- Mexicans in the United States: ethnographic influences on consumer behavior.

Describes various social networking sites, blogs, and forums and offers strategies on effective marketing tactics.

The Super Bowl is not just the crowning glory of football. It is the ultimate arena for advertising--the most watched, most anticipated, most expensive, most influential venue for major-league television commercials. It is the place for advertisers to be seen and to showcase their best work to some 800 million viewers around the world and is of intense interest to advertising, marketing, and branding professionals. Many tune in just for the ads, which cost millions to produce and air. From the Bud Bowl and "Whassup?" to "Mean" Joe Greene and Micahel Jordan, the commercials have tickled the nation's funny bone and tugged at its heartstrings. The commercial spectacle has grown in magnitude along with the game itself to become an integral part of the annual event. This book is a tour of the advertising evolution--noting the triumphs and embarrassing flops; lassoing behind-the-scenes stories of ads that are significant--because they broke new ground; inaugurated a major campaign; defined a new movement; set a milestone; or reflected life at the time in a unique way. Illustrated throughout with color stills from the commercials, The Super Bowl of Advertising will bring back memories and remind us of how, for many, the commercials are the best part of the game

A guide for companies on how to better understand their customers explains how today's middle-income consumers are more able and eager to obtain "new luxury" goods by making informed financial compromises elsewhere, in a guide that cites the successful marketing practices of top corporations

“Clara’s book is a fun read and can be useful to anyone who wants to learn more about this powerful new era we’re in of social business.”

–Tony Hsieh, CEO, Zappos

 

Strategy is all about survival -- Strategy is all about perceptions -- Strategy is all about being different -- Strategy is all about competition -- Strategy is all about specialization -- Strategy is all about simplicity - Strategy is all about leadership - Strategy is all about reality.

What happens when politicians substitute their wisdom for the market's? The result is usually a government subsidy that provides advantage to a special interest group only-but costs everyone and drains the economy. In Unwarranted Intrusions, well-known financial commentator Martin Fridson turns his sharp eye for uncovering opaque financial reporting practices to the U.S. government and examines the economic reality of some of the most popular yet financially draining subsidies. Fridson debunks programs that claim to provide jobs, encourage savings, provide affordable housing, and preserve family farms-among many others. Unwarranted Intrusions is a provocative and exhaustively researched challenge to prevailing political claims of programs that purport to protect the public good