Books

20+ results found
Title Authors Description OpenBook ID
Grapevine Grapevine David Balter,John Butman,Dave Balter Word of mouth is an amazingly powerful force — but how does it really work?.Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. B… OL11636244W
Advertising Media Planning Advertising Media Planning Larry D. Kelley,Larry D. Kelley,Donald W. Jugenheimer The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed text offers practical guidance … OL12292204W
Marketing & selling the travel product Marketing & selling the travel product Barry Resnick,James F. Burke,James F Burke This introductory book offers readers a first view of the exciting world of travel and tourism. Its unique approach covers the marketing cycle as well as dedicated chapters on such topics as consumer… OL13695497W
Hollandser dan kaas Hollandser dan kaas Sophie Elpers A lively written history of Frau Antje the 'cheese girl' from Holland who became a symbol of Dutch culture. OL16916584W
Advertising Advertising Winston Fletcher Advertising is riddled with myths and misunderstandings. It is simultaneously believed to be both immensely powerful and immensely wasteful, to increase economic prosperity, and to be morally questio… OL16934619W
The vibe The vibe Gary Bertwistle While most companies claim to have a brand, only a few make an authentic connection with customers or clients. The rest simply have a logo that gets slapped onto the side of a truck or onto a shirt. … OL16985055W
PR for anyone PR for anyone Christina Daves Small business owners have limited resources and often forego publicity, which is vital for establishing credibility in their industry. Appearing in the media gives the business owner a third party e… OL17914859W
Customize the Brand Customize the Brand Torsten H. Nilson This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each… OL1869086W
From brand vision to brand evaluation From brand vision to brand evaluation L. De Chernatony Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how br… OL19851345W
Culture as weapon Culture as weapon Nato Thompson "One of the country's leading activist curators explores how corporations and governments have used art and culture to mystify and manipulate us. The production of culture was once the domain of arti… OL20048096W
Brands laid bare Brands laid bare Kevin Ford The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer… OL2045342W
Net Words Net Words Nick Usborne In Net Words, emarketing guru Nick Usborne introduces you to a revolutionary copy-centered approach to online marketing. He explains what works and what doesn’t and shows you how to create copy for w… OL282230W
Value-based marketing for bottom-line success Value-based marketing for bottom-line success Philip Allen,Eric W. Balinski,J. Nicholas DeBonis A market-tested process for beating the competition ­­by giving customers the value they wantMarketers get too caught up in selling features and competing on price. Because, when all is said and done… OL3274361W
You can't teach a kid to ride a bike at a seminar You can't teach a kid to ride a bike at a seminar John Hayes,David H. Sandler David H. Sandler was a salesman who hated everything about the typical sales process. He hated making cold calls and giving presentations only to discover prospects did not have the money or authori… OL3288354W
Creating customer value through strategic marketing planning Creating customer value through strategic marketing planning Edwin J. Nijssen,Ruud T. Frambach,E. J. Nijssen "Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. This book is different from most other marketi… OL3855092W
The codes of advertising The codes of advertising Sut Jhally This book examines the commercial speech of advertising as a cultural phenomenon whose social significance far exceeds its economic influence. Jhally argues that by selling viewing time to advertiser… OL4276234W
Brand warfare Brand warfare David F. D'Alessandro While more than a quarter of its traditional competitors were going out of business, John Hancock, under the direction of marketing wizard David D'Alessandro, transformed itself from a sleepy old lif… OL5800884W
The ultimate marketing toolkit The ultimate marketing toolkit Paula Peters The Ultimate Marketing Toolkit is the only resource you need to create small business marketing materials. Marketing can make or break your business. A well-crafted brochure or clever tagline can mak… OL5833624W
The hero and the outlaw The hero and the outlaw Margaret Mark A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how… OL6224455W
A New Brand World A New Brand World Scott Bedbury,Stephen Fenichell What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often m… OL7988040W
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