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"A name can be a business's first impression, a product's calling card, and a brand's defining characteristic, and choosing a name out of thin air could cause devastating results. In The Naming Book, Brad Flowers, partner at branding agency Bullhorn Creative, presents a clear and actionable five-step framework to naming anything"--
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"Dishing bite-sized lessons, supported by in-chapter exercises and end-of-chapter actions, long-time marketing expert Robert W. Bly mentors small-business owners and entrepreneurs in making the crossover from business owner to marketplace competitor and, in time, majority market-share holder. With more than 500,000 new businesses starting every month, the competition for customers can be overwhelming. A 30-year veteran of business and marketing,...
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In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company's employees, on average, are unaware of or do not understand its strategy.
Brand Vision: The Clear Line of Sight...
4) Attractive Thinking: The Five Questions That Drive Successful Brand Strategy and How to Answer Them
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Forget everything you've been told about maximizing Lifetime Customer Value. To take your business to the next level, you need a brand strategy that's focused on attracting new customers, not exploiting existing ones.
In this transparent digital age, smart businesses leaders know that profitable growth comes from helping customers, not exploiting them. Attractive Thinking sets out a ground-breaking methodology, developed during 30 years' experience...
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The must-read summary of Robert McMath and Thom Forbes' book: "What Were They Thinking? Marketing Lessons I've Learned from Over 80,000 New-Product Innovations and Idiocies".
This complete summary of the ideas from Robert McMath and Thom Forbes' book "What Were They Thinking?" shows that companies throw away millions of dollars unnecessarily by repeating their marketing mistakes of the past over and over. In their book, the authors state that by...
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The must-read summary of Al Ries and Jack Trout's book: "The 22 Immutable Laws of Marketing".
This complete summary of the ideas from Al Ries and Jack Trout's book "The 22 Immuable Laws of Marketing" shows that there is a widely-held assumption that marketing is a field in which anyone can succeed, with enough enthusiasm. This summary shows that marketing has rules of success, just like any other profession. It highlights the 22 laws of marketing...
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The must-read summary of Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR".
This complete summary of the ideas from Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR" shows that none of the recent business success stories have spent much money on advertising. Instead, companies such as Starbucks and PlayStation have invested in public relations. In their book, the authors explain the key differences...
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You make critical strategic and leadership decisions in real-time. You need clear, concise, timely information to meet goals, improve performance, and increase profitability. With threats, technology, and competition changing the game at cyber-speed you, as a corporate leader and strategist, are constantly faced with life-or-death business challenges.
Leading international military strategists who have learned survival lessons the hard way on the...
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The must-read summary of David Aaker's book: "Building Strong Brands: How the Best Brand Managers Build Brand Equity".
This summary of the ideas from David Aaker's book "Build Strong Brands" shows that a strong brand creates customer interest and loyalty, and can be an organization's most valuable strategic asset. In fact, brand equity is historical — the current brand image is derived from actions previously taken. Therefore, the process of adding...
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This complete summary of the ideas from Al Ries and Jack Trout's book "Marketing Warfare" shows how important it is for companies to stay ahead of their competitors in today's overcrowded market. The authors explain how leaders can adopt military strategies to use in their operations in order to gain a considerable competitive advantage. By following their advice, you can use this approach to defend your business territory and conquer any competitors...
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This complete summary of the ideas from Jon Spoelstra's book "Marketing Outrageously" shows how the most fun and refreshing marketing campaigns - which therefore make the most money - are those that are outrageous. In his book, the author presents his research into outrageous marketing campaigns and reveals the key traits that they all have in common. This summary explains each of these key traits so that you can implement them into your own campaigns...
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The must-read summary of Al Ries and Jack Trout's book: "Bottom-Up Marketing: Building a Tactic into a Powerful Strategy".
This complete summary of the ideas from Al Ries and Jack Trout's book "Bottom-Up Marketing" shows that traditional marketing is generally carried out top-down. That is, the senior manager decides on a strategy the company will follow and the middle managers decide on the tactics to achieve that strategy. However, this summary...
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The must-read summary of Jay Conrad Levinson and Charles Rubin's book: "Guerrilla Marketing on the Internet: The Complete Guide to Making Money On-Line".
This complete summary of the ideas from Jay Conrad Levinson and Charles Rubin's book "Guerrilla Marketing on the Internet" shows that the essential goal of guerrilla marketing is to achieve conventional goals — such as profits — using unconventional methods — such as investing energy in marketing...
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The must-read summary of Dave Lakhani's book: "How to Sell When Nobody's Buying (And How to Sell Even More When They Are)".
This complete summary of the ideas from "How to Sell When Nobody's Buying" shows that it's a tough time to sell. To make matters worse, many managers today were trained 20-30 years ago with methods conceived 50 years ago. "Twentieth-century selling techniques are dead. If you want to sell and succeed today...you must develop...
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The must-read summary of Charles Decker's book: "P&G 99: 99 Principles and Practices of Procter & Gamble's Success".
This complete summary of the ideas from Charles Decker's book "P&G 99" shows that P&G's success doesn't happen by accident. Every year, the company spends more than $3 billion advertising and promoting its brands — more than any other company on earth. In his book, the author reveals the fundamental beliefs that lie at the heart...
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The must-read summary of David Aaker and Erich Joachimsthaler's book: "Brand-Leadership: The Evolving Paradigm".
This complete summary of the ideas from David Aaker and Erich Joachimsthaler's book "Brand-Leadership" shows that creating and progressively building strong brands is an important commercial activity for most business enterprises. However, the way that strong brands are built is rapidly changing and evolving. A new paradigm is emerging...
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Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive, that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the "theory-doing gap", understanding the specific techniques and strategies that can be, used to create brands that...
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