Books

20+ results found
Title Authors Description OpenBook ID
Brand New Brand New Nancy F. Koehn "Until Josiah Wedgwood, Britons ate from wood and pewter plates. Until Henry Heinz, women toiled over pickled foods. Until Michael Dell, few people owned a personal computer, let alone dreamed of buy… OL11604334W
Brand vision Brand vision David Taylor David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforwar… OL12272297W
Accidental branding Accidental branding David Vinjamuri Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven "accidental"… OL12388833W
Shiny objects marketing Shiny objects marketing David A. LaBonte "Shiny Objects Marketing has given us a dramatic new insight into what our customers want and how to make our service a shiny object." --Michael Purcell, Senior Vice President, Product Development, … OL12947439W
Beating low cost competition Beating low cost competition Adrian B. Ryans Low cost competitors, who offer "good enough" products and services at very attractive prices, are currently significantly impacting the businesses of many leading companies, and some are starting to… OL13521541W
Agile Excellence for Product Managers Agile Excellence for Product Managers Greg Cohen Organizations are constantly struggling with complex development projects and are in search for a few, straightforward, and easy to learn methods to help deal with their problems. For this reason, m… OL15177739W
Branding and sustainable competitive advantage Branding and sustainable competitive advantage Avinash Kapoor,Chinmaya Kulshretha "This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand mana… OL16151988W
The experience economy The experience economy B. Joseph Pine II "With The Experience Economy, Pine & Gilmore explore how successful companies - using goods as props and services as the stage - create experiences that engage customers in an inherently personal way… OL16277833W
Inspired! Inspired! Vik Venkatraman "The definitive reference guide for developing, launching, and rolling out a new product Each year, thousands of new products are introduced to market. Most fail. What's worse is it doesn't have to … OL16504600W
Business-to-business brand management Business-to-business brand management Arch G. Woodside,Mark S. Glynn Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service … OL16944809W
The complete social media community manager's guide The complete social media community manager's guide Marty Weintraub This guide features proven tactics and techniques for social community managers. Topics include a detailed guide to today's social media platforms, how to organize and successfully share content, usi… OL17862086W
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
Mass Customization Mass Customization Charu Chandra Mass Customization: A Supply Chain Approach is a text on the emerging topic of mass customization in manufacturing. The contributed chapters in this book provide a unified treatment to the topic by o… OL19885984W
Product Lifecycle Management. Towards Knowledge-Rich Enterprises Product Lifecycle Management. Towards Knowledge-Rich Enterprises Louis Rivest This book constitutes the refereed post-proceedings of the 9th IFIP WG 5.1 International Conference on Product Lifecycle Management, PLM 2012, held in Montreal, Canada, in July 2012. The 58 full pape… OL19897014W
The toolbox for the mind The toolbox for the mind Rebecca A. Denton,D. Keith Denton "The Toolbox for the Mind takes an interdisciplinary approach to creativity by drawing on disciplines such as physics, history, biology, and chaos theory. The author believes that by always using the… OL20438130W
Marketing to win Marketing to win Susan Sommers "Marketing To Win: Creating and Sustaining Your Non-profit Brand provides non-profits with a framework and cost-effective tools to create, execute and evaluate a Marketing Communications Strategy and… OL24198144W
Enterprise Transformation Enterprise Transformation William B. Rouse This landmark book begins with the premise that an organization must often fundamentally transform its business practices and organizational culture to fully align with and realize the value of produ… OL2711562W
Retail product management Retail product management Rosemary Varley Retail Product Management represents a specialist text resource for students of retail management or marketing courses and modules, providing the reader with the opportunity to acquire a deeper knowl… OL5722706W
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
Balanced brand Balanced brand Foley, John Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputatio… OL5841464W
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