The authors unveil the Brand Portfolio Approach, a strategy that they claim increases the value of brands by exploding them beyond the boundaries of their division or their parent company. Covers brand extensions and repositioning, as well as an organizational design for implementing brand-portfolio management.
Harvard Business School Press. 238pp. Hardcover. Cost: $20.90
This book details the challenges of promotional marketing through a chronological history starting in the 1950s. The last section looks to the future.
McGraw-Hill. 178pp. Hardcover.
"The Anatomy of Buzz" explores the most powerful form of marketing: word of mouth. With over 150 interviews from executives, marketing leaders, and major researchers, the author discusses proven techniques for stimulating customer-to-customer selling. This book is indespensible for any company or salesperson looking to market a new product or increase sales on already existing ones.
Doubleday Business. 303pp. Paperback. Cost: $10.85
Consultant Knapp shows how the best practitioners, including such household names as Starbucks, Citigroup, Whirlpool, Lexus, and Hallmark, shrewdly develop and maintain their brands in the face of ferocious competition. This book is aimed at managers, not just marketers. Readers can assess and improve their own efforts by adopting Knapp's proven components of the Brand Mindset for brand success.
McGraw-Hill. 304pp. Hardcover. Cost: $24.95
A group of 25 worldwide opinion-makers, from CEOs to athletes, comment on the concept and future of brands.
New York University Press. 208pp. Hardcover. Cost: $55.00
A managerial perspective on how to build and maintain a viable brand identity and a competitive branding strategy. The handbook draws heavily on the use of case studies, including such brands as Marlboro, Perrier, and Pizza Hut. For comprehensive business collections.
Basic Books. 288pp. Hardcover. Cost: $37.50
"The Infinite Asset" unveils a strategy called the "Brand Portfolio Approach" that exponentially increases the value of brands by exploding them beyond the boundaries of their division and even their parent company. With how-to models, this book is a great guide to leverageing every company's infinite asset for lasting competitive advantage.
Harvard Business School Press. 238pp. Hardcover. Cost: $20.90
With a foreword by Jay Leno, how could this not be a nice book? Coauthors Thaler and Koval submit their own success in the cutthroat world of advertising as evidence that nice girls can finish first while taking home more than a dozen Clio awards along the way. Following up their bestselling look at creating compelling marketing strategies—Bang!—they turn most truisms about business inside out, arguing that good deeds are returned, not punished.
Doubleday. 144pp. Hardcover. Cost: $17.95
Best Face Forward talks about obtaining success through employee motivation. This book reveals how to determine the optimal division of labor between people and machines, discover innovative ways to combine people and machines to mediate critical customer interactions, and more.
Harvard Business School Press. 262pp. Hardcover. Cost: $24.05
Reviews 126 of the best recent sales promotion campaigns. Readers will develop a better understanding of what constitutes a successful promotion and of what a good promotion can—and can't—do. A straightforward book that is useful for readers with all levels of experience.
McGraw-Hill Companies. 240pp. Paperback.
Bruce Bolger, Allan Schweyer & Richard Kern . 242 pp. Cost: $36
Based on the business practices and history of Enterprise Rent-a-Car, this book focuses on how the company has achieved financial results by creating happy customers, successful business partnerships, and an engaged and motivated workforce. It discusses the relationship between the company's employee satisfaction, retention, and profitability, and shows how Enterprise makes and reinforces those connections.
Currency . 256pp. Hardcover . Cost: $16.47
Best Face Forward talks about obtaining success through employee motivation. This book reveals how to determine the optimal division of labor between people and machines, discover innovative ways to combine people and machines to mediate critical customer interactions, and more.
Harvard Business School Press. 262pp. Hardcover. Cost: $24.05
Beyond the Brand provides an in depth look at the importance of certain customers in the marketplace. With case studies and practical step-by-step methods, readers learn how to engage customers in a dialog that can fuel real product and marketing innovation. Readers will learn how to develop a bottom-up strategy, hone intuition and find inspiration to drive innovation, find your company's center of gravity, and identify and find new ways to listen to the key voices in your marketplace.
Kaplan Business. 304 pages. Hardcover. Cost: $7.43
A former senior level marketing executive at companies such as Macy’s, Eastman Kodak and Bank of America, author Aubryn Thomas has learned why certain brands generate energized reactions from customers and how these brands remain profitable by out-thinking the competition instead of overspending. In "Customer Inspired Marketing," Thomas has created an 8-step plan for companies to follow in order to create a successful marketing/branding campaign.
AuthorHouse. 148. Paperback.
Emotional Branding discusses how to access, with intelligence and sensitivity, the true power behind human emotions. It shows how to bring a new level of credibility and personality to a brand by connecting with your consumer.
Allworth Press. 352pp. Hardcover. Cost: $16.47
Bruce Bolger, Allan Schweyer & Richard Kern . 242 pp. Cost: $36
A group of 25 worldwide opinion-makers, from CEOs to athletes, comment on the concept and future of brands.
New York University Press. 208pp. Hardcover. Cost: $55.00
A managerial perspective on how to build and maintain a viable brand identity and a competitive branding strategy. The handbook draws heavily on the use of case studies, including such brands as Marlboro, Perrier, and Pizza Hut. For comprehensive business collections.
Basic Books. 288pp. Hardcover. Cost: $37.50
"The Infinite Asset" unveils a strategy called the "Brand Portfolio Approach" that exponentially increases the value of brands by exploding them beyond the boundaries of their division and even their parent company. With how-to models, this book is a great guide to leverageing every company's infinite asset for lasting competitive advantage.
Harvard Business School Press. 238pp. Hardcover. Cost: $20.90
With a foreword by Jay Leno, how could this not be a nice book? Coauthors Thaler and Koval submit their own success in the cutthroat world of advertising as evidence that nice girls can finish first while taking home more than a dozen Clio awards along the way. Following up their bestselling look at creating compelling marketing strategies—Bang!—they turn most truisms about business inside out, arguing that good deeds are returned, not punished.
Doubleday. 144pp. Hardcover. Cost: $17.95
Explores how marketers must look beyond traditional media to communicate with consumers in the changing field of advertising and promotion. Describes the shift from conventional methods to implementation of an integrated marketing communications strategy and reviews the promotional tools available to help make the transition.
McGraw-Hill Companies. 67pp. Hardcover. Cost: Varies with seller
A comprehensive handbook on advertising and sales promotion, covering strategic and tactical issues. Includes examples of creative advertising campaigns. The four parts of this textbook cover: Introduction to advertising and sales promotion, Communication strategy, Sales promotion strategy and Planning advertising and sales promotion.
Prentice Hall. 475pp. Hardcover. Cost: $138.40
The definitive advertising and promotion management text for students at the MBA level. Emphasizes corporate communications and business products/services in addition to the traditional focus on consumer packaged goods.
McGraw-Hill Companies. 672pp. Hardcover. Cost: Varies with seller
Best Face Forward talks about obtaining success through employee motivation. This book reveals how to determine the optimal division of labor between people and machines, discover innovative ways to combine people and machines to mediate critical customer interactions, and more.
Harvard Business School Press. 262pp. Hardcover. Cost: $24.05
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