Amazon.com
As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.
"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman
Amazon.com Audiobook Review
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler
Book Description
How to build a product or service into a world–class brand.
In today's competitive world, it is no longer enough to have a superior product or even a great advertising campaign. Today's consumers are more savvy than ever, and ample competition has allowed them to become more choosy. The only way to stand out in today's, and tomorrow's 埣luttered marketplace is to build your product or service into a brand. 22 Immutable Laws of Branding is the definitive work on brands and branding. In the tradition of 22 Immutable Laws of Marketing, this book is illustrated with anecdotes from some of the best brands in the world and explains how any product or service can be built into a brand.
Customer Reviews:
Great book.......2007-10-10
Excellent book. Although the 22 laws may not be immutable they definitely are impossible to overlook. This book is packed with practical examples of where major corporations failed and succeeded, by breaking or following each of the 22 laws. Definitely must read if you're interested in creating a strong brand.
What a Book!.......2007-09-22
I never read a book more packed with incredible insights that this one. My company, Astonish Results (www.astonishresults.com) provides consulting to mortgage companies. I will recommend this book to every company we consult.
must have for business owners.......2007-09-11
As a small business owner and someone who was new to the business side of running a business I have found this book an absolute necessity in my daily business life.
Something to think about.......2007-08-11
I read this book with pleasure. It contains a lot of common sense and showed how people are influenced in their choice of branding features by what others have done and not what makes sense. I hope to use much of the information in my firm for our software branding.
Steven Calkins
Cross Media Solutions
Würzburg, Germany
Excellent work.......2007-05-26
I must say I have become somewhat of a Ries groupie. Al & Laura Ries along with Jack Trout have created some of the most thought filled pieces within the Branding, Marketing and communications world today. This one lives up the all the hype. The 22 Immutable Laws of Branding is a masterpiece to say the least. I began seeking out new books on the topic and thought why not hear from the gurus of the field. I had read The 22 Immutable Laws of Marketing first and it lead me to this great piece. I am a marketing student not just in the classroom but for life. It is what I do, therefore learning more is what I must do.
Once you began your journey for more knowlege on Branding and relating fields you will side with this book. Branding lives with the perpection that is placed int he mind of the consumer. In all my many marketing classes have I not discussed the many issues that come up in this book. To be a great marketer or branding strategiest you must seek out information from all levels of the field and then rethink those thoughts in regards to your position and situation. This book places you in the right mindset to do that and much more. So begin the process...
Book Description
In the ever-changing world of complex international rules, laws, regulations, and customs, even seasoned export/import professionals may find themselves in unfamiliar situations.
Export/Import Procedures and Documentation puts reliable solutions to problems like wrong documents and procedural misunderstandings right at readers' fingertips. This comprehensive answer book supplies ready-to-use forms and provides a clear view of the entire export/import process. This new edition has been thoroughly revised to include:
* New Shipper's Export Declaration forms and instructions * U.S. Customs Service "Reasonable Care" checklists * New Automated Export System (AES) procedures and documentation * Updated Customs Audit Questionnaires.
Also featured are 37 updated forms as well as 12 all-new forms, a section on e-commerce in international marketing, Websites for 94 export and import agencies and information sources, and listings for export and import software.
Customer Reviews:
Most comprehensive in the market.......2005-09-26
As the title suggests, this is a documentation book and does this job really well. I bought this book as a novice without any knowledge of the procedure and I can comment that now I have good knowledge of the process. Small companies can benefit and may need only 1/4 of this book and large organizations can search from the huge pile of information. Even if you are starting out a small export business, this is one book you should refer to.
An outstanding practical reference for active exporters........1998-11-07
Our copy of this book is being used constantly by our consulting staff. It covers the complicated process of shipping products to foreign markets. We recommend it to our clients, especially those who handle their own international shipping, insurance and payment processing. John R. Jagoe, Director, Export Institute.
Book Description
If I could show you one simple technique that in 5 minutes would increase your Internet sales by 32%, would you do it? What if I had a collection of these techniques that took me years to test and perfect, would you want to use them? Of course - and that's why people are going crazy about this manuscript. No other marketer has ever revealed information this sensitive. For years, I've kept this information quiet - now, you've probably heard the buzz that I've finally released my "CONFIDENTIAL Internet Intelligence Manuscript" to the public. Jay Conrad Levinson said he'd easily pay $2,000 or more for this document. He said, "Every page is a true revelation." Joe Vitale said, "Everyone selling ANYTHING on the Net should keep a copy of this on their desk." This simple document is probably the most powerful thing I've ever written. These simple techniques will increase your sales by 32% (at least). How can you do this? Well, it's quite easy to use and purely scientific. These aren't just theories and guesses - these are SPECIFIC things you can do right now that will increase your sales. And each of these techniques have been SCIENTIFICALLY proven. This book reveals the results of years of research conducted at Aesop showing EXACTLY the simple techniques I use that dramatically increase Internet sales. One of these techniques increased our sales by a clearly measurable 412%. If I could reach out and grab you through this cover I'd shake you to make you realize how important what I'm about to show you is. What if this manuscript is exactly what you need to turn your sales around? There's a reason people are going crazy for this document. DON'T YOU WANT TO KNOW WHY?
Customer Reviews:
Confidential?.......2007-04-10
Not any more. Joyner's titles always hype up things but then that's who he is. All the books he authors, or co-authors have good information in them but the basics have never changed - this information has always been out there in various forms. Granted, you'd have to assemble it yourself. So Joyner just packages it for you and makes a lot of money. After all business is business and if you can plug into everything the way Joyner does, why not? My hat's off to the sly Mr.Joyner who knows how to milk it for all its worth.
Provided concise statistics on what really works online.......2007-01-20
Mark Joyner has a long history in the internet business world, considered by some the father or grandfather of internet marketing, and has been attributed as the creator of the first ebook.
Here is a rare opportunity to learn from a real master and "outside the box" thinker, proven strategies that really work.
He he breaks some misconceptions and proves strategies through careful testing and statistical analysis to prove what really does and does not work in internet marketing.
As he shows these tested techniques it also provides a glimpse inside what made him so successful in the online world.
This is a must read for any serious online entrepreneur utilizing direct marketing method strategies
Pretty great book but.........2006-03-22
The book is really great in a lot of aspects. Specially because Mark tells the results of his intensive research online. But it's a highly advanced book. Should not be the first book a newbie reads.
Infact I found his sequel to this book, a lot better. I liked it more because there Mark explains his whole million-dollar business system - not just a few advanced tactics. I bought it but now it's free at www.secretsofthemilliondollarman.com.
Having said that, I think first read his Volume 2, then read this book. It will make a lot of sense practically.
By far the most powerful information about marketing.......2004-04-13
Mark Joyner's Confidential Internet Intelligence Manuscript reveals incredibly powerful information that anybody involved in online marketing should have - My sales increased 2000% after reading and applying the confidential information contained in this book.
Dan Hamilton, Certified Guerrilla Marketer
http://metamorphosis.0catch.com
Customer Reviews:
Informative and Well Written - A Great Resource.......2007-09-24
Although many of the ideas covered in this book are already published by some of the better media analysts blogging on the Net I recommend reading Communities Dominate Brands as a way of getting a thoroughly constructed write-up on the current trends and winning tactics that best connect the 21st century customer to your brand.
The detailed bibliography, recommended websites, and recommended blogsites compiled in the back of the book are, alone, worth the purchasing price and deflect the "datedness" that so often plagues the books that define current trends in New Media shortly after their publication date.
I would approach this book as a primer for Marketing/Branding in the new millennium and the resources compiled in the back as a guide to where to go to stay up to date on the current developments in this dynamic landscape.
Another distinguishing factor from what is normally published on blogs is that Ahonen and Moore give historical detail as well as show how the different actions by online and cell-phone leveraged communities are affecting each other and changing the way a generation is engaging with products and brands. I also enjoyed the international perspective that these authors were able to bring to the subject; they give examples of what is going on in other countries, not normally covered in the American-centric blogosphere.
New thinking to marketing.......2006-10-20
Our company offers solutions for marketing and customer understanding. And we have seen that this book have opened a lot of eyes to see the future of marketing, specially in the internet and mobile; several our clients have read the book. Communities, social networks, and engagement marketing is the future, and this book really helps to understand, why and how. I recommend this everyone who is working with marketing and customer relationship management.
Relevant "Viral" Marketing Ideas .......2006-05-04
"Communities Dominate Brands" is a great reference for anyone attempting to develop market reach to connected mobile device communities of young consumers. It describes how to invite today's mobile device totting tech savvy 20 somethings to your products or services, -because conventional advertising isn't working. There's good background on the genesis of this community; and, how it socially evolved with relevant advances in technology, especially mobile devices.
Incredibly practical book on hottest business topics today.......2005-11-18
This amazing book continually impresses with vivid expert opinions and quotes with statistics and page after page of thoroughly documented examples. The book book proceeds logically through the management concerns of today, including disruptive technologies, convergence and fragmentation etc. Then it looks at the crisis facing traditional advertising, branding and marketing. The last three chapters of the book build on the earlier ones show how extensive a change is already happening with global players like Adidas, Red Bull, Boeing and Ford.
The book includes insightful and immediately usable theories. I particularly liked the Four C's the Alpha Users, Engagement Marketing and Generation-C. To top it off, the book includes 13 revealing case studies. I suggest you read Oh My News Korea, Twins Hong Kong and Habbo Hotel Finland to really see the future impacting traditional businesses. I thoroughly enjoyed the book, am now rereading it, and recommend it to anyone in business.
Good (even hot) topic, but poorly written.......2005-10-24
I have an issue mainly w. the format, and secondly with repetition throughout the book. The format is of a text book and they keep repeating almost some of the same phrases over and over again.
Since I am very interested in the subject matter though, I kept on reading it.
Amazon.com
On Competition, a collection of works by Michael E. Porter, is a critical examination of the dog-eat-dog international economy. A Harvard Business School professor, Porter is one of the most respected and innovative economists of his time. Author of 15 books, he advises key elected officials and business leaders in all parts of the world. On Competition features 13 of his best articles over the past 15 years, including 2 new ones. The essence of Porter's message is that every company, country, and person must master competition to thrive in brutal international and domestic economies. Competition is the key to excellence. Worried about losing your job or your services becoming obsolete? Porter believes that a little fear is good for everyone. "Companies that value stability, obedient customers, dependent suppliers and sleepy competitors are inviting inertia and, ultimately, failure," he writes in his 1990 study and essay "The Competitive Advantage of Nations." Porter is a longtime critic of the short-term thinking on Wall Street that often stifles competition and hurts the economy. In "Capital Disadvantage: America's Failing Capital Investment System," he calls for much lower capital-gains rates for people who invest for the long term. He also urges investors and businesses to start thinking together. He contends that pension funds and institutional investors should get a greater say over the companies they own. It's wacky to have company directors with little expertise or financial interest in the company, he writes.
Porter is often unconventional and asserts that businessmen must be, too. In his essay "Green and Competitive," he shows little sympathy for businesses that complain about environmental regulations. Rules to protect the environment don't have to strangle companies--they can actually improve productivity with the right attitude and approach. Rhone-Poulenc, a French chemical and drug company, proved this when it stopped incinerating a certain byproduct and began selling it as an additive for dyes and tanning. Readable and provocative, On Competition is vital for business, government, and financial leaders as well as small-business people and investors. --Dan Ring
Book Description
For the past 15 years, Michael Porter's work has defined our fundamental understanding of competition and competitive strategy. Presented here for the first time as a collective whole are a dozen articles: two entirely new articles and ten of Porter's articles from the Harvard Business Review. The collection includes a framing introduction from Porter. As a collection, these essays assume a new strength and significance, with each piece augmenting and supporting a complete picture of Porter's perspective on modern competition. To read through this collection is to experience Porter at work: we see first hand as his important theories take shape, deepen, and evolve over time. Organized around three primary categories: Competition and Strategy: Core Concepts, The Competitiveness of Location, and Competitive Solutions to Societal Problems, these articles develop the building blocks that define competitive strategy as we know it. With his unique ability to bridge economics with management, Porter addresses the important issues of competition, from its relationship with environmental regulation to the counterintuitive role of geography in the global economy. A Harvard Business Review Book.
Customer Reviews:
Even More Relevant and More Valuable Today.......2006-05-30
I read this book when it was first published (in 1979) and recently re-read it prior to reading his most recent work, Redefining Health Care which I will also review in the near future. In the Introduction (which then became the first chapter of Competitive Strategy, published in 1980), Porter observes that competition "has intensified over the last decades, in virtually all parts of the world." That is even more true of competition - especially global competition -- during the 27 years since Porter shared that observation. Nonetheless, the core concepts which he and his collaborators rigorously examine remain relevant...indeed, in my opinion, have become even more relevant. Consider these assertions:
1. Competition shapes strategy
2. Successful strategy creates a "fit" among all organizational activities
3. Information can provide a decisive competitive advantage
4. Declining industries require an "end-game" strategy
5. Successful corporate strategy "builds" on three premises: Competition occurs at the business unit level, diversification inevitably adds costs and constraints to business units, and, shareholders can readily diversify themselves.
6. "Moving from competitive strategy to corporate strategy is the business equivalent of passing through the Bermuda Triangle."
Porter carefully organizes the material within three Parts: First, he focuses on competition and strategy for companies at both the level of a single industry and then for multinational or diversified companies; next, he addresses the role of location in competition; and then he Part III, he addresses some important societal issues (e.g. environment, urban poverty, health care, and income inequality), each of which he asserts - and I wholly agree - is "inextricably bound up with economics and, more specifically, with competition."
All but two of the articles originally appeared in Harvard Business Review, the exceptions being "Clusters and Competition: New Agendas for Companies, Governments, and Institutions" and "Competing Across Locations: Enhancing Competitive Advantage through a Global Strategy." In the former, Porter explains his concept of clusters, clusters which are geographic concentrations of firms, suppliers, related industries, and specialized institutions that occur in a particular field in a nation, state, or city. In the latter, Porter brings together the two dimensions of international strategy - location and global networks. As he observes, "The concept of activities, so important to understanding competitive advantage in general terms, provides the basic framework for international strategy as well."
This is by no means an "easy read" but it will generously reward those who read it with appropriate care. By all accounts, Michael Porter is among the most influential and productive knowledge leaders, justly renowned for his cutting-edge thinking on the subject of strategy formulation and implementation but in this volume and in countless others, he also has much of great value to say about competitive and corporate strategy insofar as their global impact is concerned. That said, many of his greatest concerns are those specifically related to the U.S. economy. Hence the importance to me of what he and his collaborators (Claas van der Linde, Elizabeth Olmsted Teisberg, and Gregory B. Brown) have to say in Part III: "Competitive Solutions to Societal Problems."
Those who share my high regard for this volume are urged to check out Porter's other works as well as two recently published books: Kenichi Ohmae's The Next Global Stage and C.K. Prahalad's The Fortune at the Bottom of the Pyramid.
Insightful!.......2005-06-20
Remember when you were a youthful entrepreneur operating a neighborhood lemonade stand? If author Michael E. Porter had walked up to buy a cup of punch from you, he probably would have asked about your business strategy. While you poured, he would have questioned what made your lemonade different from anyone else's. If he liked your lemonade, he'd no doubt give you suggestions on how to earn millions competing in the global marketplace. Ah, if only you had listened... The author, America's dean of competition, has spent two decades asking seminal questions such as, "What is competition? What are its effects? How can society benefit?" The Harvard Business Review previously published 11 of the 13 articles collected in this book. In the two new essays, Porter serves up invaluable concepts. His take on the growing importance of location, despite rising globalization, is a tour de force. Oddly, Porter sees no inconsistency in encouraging "productive competition" in the health care industry while advocating universal health care. For Porter, competition is the ingredient that turns lemons into lemonade. We recommend his latest book to any corporate strategist who seeks ideas on becoming more competitive, starting in your own neighborhood.
Helpful Essays from a Corporate Strategy Icon.......2002-12-07
This book is a collection of essays and articles by Michael Porter alone or with others. Most of them are collected from his writings in the Harvard Business Review although two are new to this book. Think of this as a "Porter's Greatest Hits" kind of thing. That is a bit misleading because his HBR articles are not exactly the same thing as his Competitive Advantage books although the topics are definitely related.
The essays are grouped into three broad sections: 1) Competition and Strategy: Core Concepts, 2) The Competitiveness of Locations, and 3) Competitive Solutions to Societal Problems. Will you find each article of the same high quality? Probably not (again, like a greatest hits collection), but you will find them informative and thought provoking. It is impossible to study for an MBA nowadays without invoking "Porter's Five Forces" in your discussions of competitive and marketing strategy.
This book can help add to your thinking and understanding of how every aspect of our life is in some way part of a competitive context and the ways it improves our standard of living. It will also help you improve your thinking in how to best strategize for and participate in competitive situations.
It would be a mistake to think that Porter advocates for a Hobbesian nightmare of life being nasty, brutish and short. Rather, he is more or less helping us think through the nature of the way competition arises and how to best think about its sources and how to manage it and the traps to avoid.
While Porter's model is used by some as a hammer that sees everything as a nail, it really needn't be used that way and, in its proper context, is very helpful.
Great aggregration of Porter's work.......2001-10-26
'Porter On Competition' is 'lighter' to read than his 'Trilogy', but it nicely consists the core ideas of his work & how it evolved during the past decades. It provides reader a nice overview about how competitive strategy & competitive advantage are applicable to a wide range of areas: from corporation, industry & nation, to social issues such as health care & environment.
Ladies and Gentlemen please! time to get out the Porter.......2001-03-04
You can always tell when it's time to dust off the old Michael E. Porter books and to start to frantically search for better and sounder ways to do business and compete, it's when the economy starts to get a little tighter and begin to show signs of taking a down-turn, like about now.
So, before you fork out good money and time to read the next great and grandiose book on how to make a fast few million bucks on the internet read this first, and you will still be in business this time next year, and after that - maybe.
Book Description
The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.
Customer Reviews:
Excellent Analytical Framework.......2001-02-06
Digital Marketing is a nice alternative to the current array of e-Business and marketing texts, which typically include anecdotes and pithy comments but little substantive information. The book is a nice balance of good writing and supporting data. The format, which entails having a different leading B-school professor author each chapter, makes the book especially interesting and information packed.
Definitely a text to read if you are looking for actionable information.
Scott Pope, Senior Analyst, Delphi Group
Excellent Analytical Framework.......2001-02-06
Digital Marketing is a nice alternative to the current array of e-Business and marketing texts, which typically include anecdotes and pithy comments but little substantive information. The book is a nice balance of good writing and supporting data. The format, which entails having a different leading B-school professor author each chapter, makes the book especially interesting and information packed.
Definitely a text to read if you are looking for actionable information.
Scott Pope Senior Analyst Delphi Group
Book Description
Buying and selling on any of the many international eBay sites opens up a huge range of possibilities for American users. The globalization of eBay -- with 28 sites worldwide -- offers vast new markets for American merchandise overseas, as well as the opportunity to buy items globally with the aim of selling them profitably in the U.S.
But along with these opportunities come new questions: Do you need a license to buy and sell internationally? How do you set prices, handle cultural differences, and arrange shipping? And how do you determine which markets are most likely to benefit you? eBay Global the Smart Way shows readers how they can operate safely and profitably, offering in-depth and accessible information, and step-by-step instructions on topics including:
* Marketing to customers in foreign countries * Ensuring quality * Using customs brokers * Making payments to foreign vendors * Finding economical shipping * Avoiding credit card fraud * Avoiding product taxes * Handling the language barrier
Filled with the unique brand of practical wisdom that have made Joe Sinclair's other eBay books bestsellers, eBay Global the Smart Way helps readers take advantage of this huge new market, setting the stage for global success.
Customer Reviews:
Detailed instructions on how to operate profitably.......2004-11-09
Plenty of books show how to increase ebay profits using anything from enhanced display and description techniques to automated listing systems and keyword links - but most pass lightly over the issue of considering profits in the foreign markets eBay reaches: now Joseph Sinclair and Ron Ubles provide a basic primer to gaining the most from the international market with eBay Global The Smart Way: Buying And Selling Internationally On The World's #1 Auction Site. Here are the detailed instructions on how to operate profitably on the many international eBay sites available, from how to set prices and arrange shipping to identifying the most likely markets for their products overseas. An excellent basic primer.
Book Description
International policies towards protecting intellectual property rights have seen profound changes over the past two decades. Rules on how to protect patents, copyright, trademarks and other forms of intellectual property have become a standard component of international trade agreements. Most
significantly, during the Uruguay Round of multilateral trade negotiations (1986-94), members of what is today the World Trade Organization (WTO) concluded the Agreement on Trade Related Intellectual Property Rights (TRIPS), which sets out minimum standards of protection that most of the worlds
economies have to respect. How will developing countries fare in this new international environment? This book brings together empirical research that assesses the effects of changing intellectual property regimes on various measures of economic and social performance ranging from international
trade, foreign investment and competition to innovation and access to new technologies. The studies presented point to an important development dimension to the protection of intellectual property. But a one-size-fits-all approach to intellectual property is unlikely to work. There is need to adjust
intellectual property norms to domestic needs, taking into account developing countries capacity to innovate, technological needs, and institutional capabilities. In addition, governments need to consider a range of complementary policies to maximize the benefits and reduce the costs of reformed
intellectual property regulations. It will be of interest to students and scholars of international law, particularly in the area of intellectual property rights, international trade and public policy.
Download Description
"International policies towards protecting intellectual property rights have seen profound changes over the past two decades. Rules on how to protect patents, copyright, trademarks and other forms of intellectual property have become a standard component of international trade agreements. Most significantly, during the Uruguay Round of multilateral trade negotiations (1986-94), members of what is today the World Trade Organization (WTO) concluded the Agreement on Trade Related Intellectual Property Rights (TRIPS), which sets out minimum standards of protection that most of the world's economies have to respect. How will developing countries fare in this new international environment? This book brings together empirical research that assesses the effects of changing intellectual property regimes on various measures of economic and social performance-ranging from international trade, foreign investment and competition to innovation and access to new technologies. The studies presented point to an important development dimension to the protection of intellectual property. But a one-size fits all approach to intellectual property is unlikely to work. There is need to adjust intellectual property norms to domestic needs, taking into account developing countries' capacity to innovate, technological needs, and institutional capabilities. In addition, governments need to consider a range of complementary policies to maximize the benefits and reduce the costs of reformed intellectual property regulations. It will be of interest to students and scholars of international law, particularly in the area of intellectual property rights, international trade and public policy. "
Customer Reviews:
Disappointing and out of date.......2006-04-09
This is a book only an econometrician with a taste for the antique could love. Virtually all of the chapters in this edited volume are based on econometrics models using data from public databases, not on original field research. This has several implications, none of them fortunate.
First, in most chapters a lot of space is given over to discussing the pros and cons of features of the regressions and other statistical models used, rather than telling you much about IPR or development. Second, regressions describe correlations, but not causation. The insights they can convey are limited (though some authors don't let that notion cramp their style when it comes to stating their conclusions). Third, all of the authors go to the extreme of econometrics literary style by presenting their data solely in the form of tables of regression coefficients, without so much as a single graph. If you aren't a social scientist by training -- say, if you're a lawyer or technologist, among other people who might reasonably be intrigued by the book's title -- you will probably find this convention both irritating and opaque, notwithstanding any familiarity you may have with statistics. And fourth, forget about finding any qualitative research, much less finding instructive anecdotes about the practicalities of implementing IPR regimes in developing economies.
To make matters worse, the data is way out of date. In most chapters it is from 1995, and one chapter is even based on 1989 data -- notwithstanding that the book was published in 2005.
Only three of the 12 chapters are case studies focusing on specific countries. One is a simulation study of patents in the Indian pharmaceutical industry (data from 1992), another is about Lebanon, and the third is about IPR in China (using 1995 data). As with many of the articles, they suffer from poor editing, if not poor argumentation. E.g., on p. 319 we find: "It is difficult to sort out why the use of patents and trademarks is rising rapidly in China." Then in the next sentence, direct contradiction: "One reason is that the laws have improved and application fees are lower, inviting more applications. ..." A total of four such "reasons" are given before paragraph ends, in each case relating to why the use of IPR is increasing, NOT to why it's difficult to sort out an explanation for the increase. One of the authors of this chapter is also an editor of the volume; he should feel ashamed for allowing such silly non sequiturs to make it to print.
According to the back cover, this studies in this volume were conducted by World Bank or Bank-affiliated economic researchers. So, sadly, perhaps it's not so difficult to sort out why this volume is so out-of-touch and useless.
Customer Reviews:
Brand You.......2006-07-06
This book is supplemental material to compliment Marketing Real People, Real Choices fourth edition by Solomon/Marshall/Stuart. It posits that work has been transformed so that now a person must identify their work skills, analyze the employment market, and sell those work skills to receptive employers. From the book's introduction:
"Brand You is a survival kit for navigating this new world. Throughout the book you'll find hands-on activities geared to finding your niche and generating your brand. These activities allow you to "try on" a career option and "wear it" into the future. You'll learn about new trends that will inspire you to search out ground floor opportunities. You'll research the needs of your target market to develop your value proposition. You'll learn how to gain exposure in the marketplace and how to communicate your value. Savvy careerist know that know that communicating how their work benefits the company is not just for the upwardly mobile - it's an essential skill for everyone. The ability to talk about yourself so others understand what you do and appreciate the value of your work separates the successful from the also-rans. The best skills in the world (and the best education) won't do any good if no one knows about them."
Average customer rating:
- E-marketing as it should be
- E-Marketing is Engaging and Helpful
- Take this book to the bank!
- Clear thinking, useful principles, rich mix of examples
- Take this book to the bank!
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Max-E-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition
Stan Rapp , and
Chuck Martin
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ASIN: 0071364722 |
Book Description
In 1987, marketing genius Stan Rapp introduced the business world to the concept of one-to-one marketing with his international bestseller MaxiMarketing. In this book he teams up with celebrated e-business visionary and bestselling author Chuck Martin to bring us news of Max-E-Marketing, a cutting-edge approach to achieving record profits that combines the power of the Internet with one-to-one marketing techniques.
Rapp and Martin show how Max-E-Marketing can put measurable responses from valued customers at the heart of the marketing process to maximize sales, both online and offline. They describe proven techniques for using Internet technology to more effectively target, acquire, and maintain long-term relationships with valued customers.
Download Description
Unlock the fundamentals of marketing success in the digital economy with two of the world's leading e-business visionaries.
Customer Reviews:
E-marketing as it should be.......2005-01-06
I really enjoyed this book and benefited a lot from its excellent content as it was easy to follow and presented E-marketing as it should really be: more MARKETING and less E, or less Technical Mumbo Jumbo.
Being an IT Business consultant, I highly recommend this book to anyone in the IT Business especially technical people who need to bridge their gap between Technology and Business knowledge.
Cheers.
Amr Selim
IT Business Consultant
E-Marketing is Engaging and Helpful.......2001-02-22
This terrific new book from two of the world's best-known and respected marketers - Stan Rapp and Chuck Martin - contains a powerful surprise for the reader. The title suggests that it might be about the authors' special take on e-marketing -- it turns out to be that, and much more.
The authors actually tackle a full range of enterprise issues from integrating IT and marketing functions to strategic partnerships to email marketing. Their points are substantiated with dozens of examples and numerous case studies. The effect is a convincing and eye-opening presentation of the extent to which marketing does, and should, pervade every aspect of business today.
The thread that that pulls the authors' observations together is the customer-centric philosophy pioneered by co-author Stan Rapp in his and Tom Collin's book, "MaxiMarketing," published in 1986. The result is a well-organized unfolding of ideas and solutions that help the reader understand how new technologies, such as the wireless Internet, might be used to build customer relationships while simultaneously improving a firm's operating efficiency.
Obviously, the authors are high-level thinkers. Many of their ideas stimulated new ideas for my own business, which is the whole point of a book like this. For example, their discussion of how to turn products into "offerings" by surrounding them with value-added services was especially interesting and helpful.
Perhaps the greatest value of the book is that its seven "imperatives" provide the basis for a sound strategic direction. Follow them and there's little doubt the book will live up to its promise of "dominating" the competition. That's especially helpful these days when change is so rapid and so much is new and untested.
Read this book and be prepared for some very powerful ideas and new directions not just for marketing, but for the entire business.
Take this book to the bank!.......2001-02-13
Commit the Seven Imperatives to memory, but not as a mere mantra. This an essential tool bag ready to go to work. 'Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition in the Net Economy' are seven elegantly crafted and clarifying doses of excellent advice that will de-fuzz the out-of-focus business models of many dot.coms, and for that matter, help any company struggling to straddle and merge the old ways of doing business with e-business. Concise examples from over 200 companies from American Express to zoho.com are cited and explained. Real-world case studies and real-world top executives exclusively interviewed, coupled with Martin and Rapp's own considerable depth and breadth of experience, make this juicy reading. Their perspective is bulls-eye. Once begun, I didn't put it down. Using Martin and Rapp's premises for avoiding pitfalls and grasping opportunities, our dot-com has redefined and refined our own business model so completely that we now have a clear path to profitability. We even take the author's message to the Fortune companies we now call on. 'Max-e-marketing In The Net Future' is all about really getting really real.
Clear thinking, useful principles, rich mix of examples.......2001-02-11
Max-E Marketing is a book that I read in an evening, put to work in a day, and will be absorbing for some time to come while evaluating and implementing the seven imperatives in my own business environment. I found the pairing of co-authors Stan Rapp and Chuck Martin to be a master stroke. The combined power of their marketing savvy, e-business vision, and journalistic discipline yields a clarity of thought and usefulness of principle that should help any business executive who is determined to outsmart the competition in the Net Economy. But what really sets this book apart is the rich mix of real-world examples. They represent a range of companies and industries so broad that every reader will find a way to relate to every major point. The seven imperatives each reflect straightforward click-and-mortar business strategy, yet they are presented here as marketing strategy. Lest a reader miss the point of that, the authors deliver the message one more time in imperative number seven: "Make business responsible for marketing and marketing responsible for business."
Take this book to the bank!.......2001-02-05
Commit the Seven Imperatives to memory. But not as a mere mantra. This is an essential tool bag ready to go to work.
"Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition in the Net Economy" are seven elegantly crafted and clarifying doses of excellent advice that will de-fuzz the out-of-focus business models of many dot.coms, and for that matter, help any company struggling to straddle and merge the old ways of doing business with e-business. Concise examples from over 200 companies from American Express to zoho.com are cited and explained. Real-world case studies and real-world top executives exclusively interviewed, coupled with Martin and Rapp's own considerable depth and breadth of experience make this juicy reading. Their perspective is bulls-eye. Once begun, I didn't put it down.
Using Martin and Rapp's premises for avoiding pitfalls and grasping opportunities, our dot-com has redefined and refined our own business model so completely that we now have a clear path to profitability. We even take the author's message to the Fortune Companies we now call on. "Max-e-marketing In The Net Future" is all about really getting really real.
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