Book Description
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions—and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers.
Customer Reviews:
Not worth the money.......2007-05-21
This was not at all helpful. It is nothing more than a notebook full of lines with some vocabulary words on the side of the page. It doesn't even have an index, table of contents etc. I was very disappointed with this and would not recommend it to anyone.
smooth transaction, exact product, nice&easy supplier.......2007-05-14
exact product at an affordable price w a smooth transaction
Not what I expected.......2007-02-22
I expected this book to be more than a workbook to supplement another textbook. I was looking for something which actually provided content on Building, Measuring and Managing Brand Equity.
Maybe I misread the description of this book. I was actually looking for the text of the main book in paperback format.
All you need for Brand Management.......2007-02-07
This covers every aspect of Brand Management. There are other books that specialize on some aspects of branding, but this one is a complete reference.
The One Source.......2003-11-24
If you only buy one Branding book this is the bible. Wow, the price on the second edition has gone way up.
Book Description
"Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike."
-- Robert L. Joss, Dean of the Graduate School of Business, Stanford University
The Leading Authority -- Now Revised!
Completely revised and updated, David Aaker's authoritative book approaches strategy development from an external perspective driven by a structured analysis of customers, competitors, market trends, and the broader environment. It shows how to build on strategic analysis to create business strategies that will be relevant and compelling to customers, sustainable to competitive attack, and draw on assets and competencies of the organization. Additional topics such as strategic investment, strategic positioning, growth options, global strategies, and organization building provide guidance to strategists.
Highlights of this Seventh Edition include:
- Seven new cases include The Energy Bar Industry, Competing against Wal-Mart, Xerox: The Early Years, Hobart, Dove, Intel, and Samsung Electronics.
- New discussion questions, more than 65 in all, make the text an even more valuable classroom tool.
- New and revised coverage of such timely topics as emerging submarkets and the relevance challenge, the distinction between fads and trends, disruptive vs. sustaining innovation, and more.
- An emphasis on creating customer-oriented business strategies with a value proposition that is relevant, meaningful, and sustainable.
Customer Reviews:
Leveraging Secondary Brand Knowledge to Build Brand Equity.......2007-05-16
In my opinion the most clever chapter in the book discusses how brand equity can be built through secondary brand associations.
Strategic Market Management - 5th Ed - Aaker.......2004-02-19
The 5th edition is, in my view, disorganised, unnecessarily complicated and seems to have been hurriedly finished. This text book was required reading for my MBA (Warwick Business School)
Exceptional book!.......2003-07-22
This book was part of the required reading for my MBA program at UCI and so far it is the best strategic marketing text I have read. Prof. Aaker's writing style is both concise and eloquent, very well organized and easy to read. I will keep this book on my bookshelf for a long time, it is very "reusable" and goes way beyond the class room. A must-have for both corporate executives and enterpreneurs.
Simpe, Concise, Precise and Easy to Understand.......1999-07-29
I used this book when I took a strategic marketing class in my MBA program. The author of this book did an excellent job in explaining strategic marketing concepts in a simple but practical way. The main strength of this book is it is very well-organized and easy to follow. The author also used many real-world samples to explain and support marketing concepts presented in the text. I recommend that any business student who has to take business policy class use this book as his or her reference.
An excellent book for marketing strategy.......1999-07-23
I was first exposed to Aakers Strategic Market Management during a marketing strategy course at National University of Singapore. I really appriciated the disposition of the books. It is relatively thin, not many words are useless (which is uncommmon in the case of marketing text books).
Later, still a student, I got the opportunity to develop a marketing strategy for a smaller firm. During this time Aakers book was of the outmost value, being used for reference throughout the analysis. Highly recommendable.
Book Description
This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.
Customer Reviews:
Chapter two is most valuable!.......2007-03-22
Chapter two has a really good, in depth, review of basic marketing math.
Shippment.......2005-07-08
Book was in perfect condition with the exception of some small damage that occurred during shipping. The company packaged it well, I think the postoffice just used metal straps during shipping which damaged the book a little. But the company shipped it out immediately which is appreciated!
Strategic Marketing Problems... Not Solutions.......2003-08-17
I was disappointed. The book does contain some interesting thoughts, but 90% of the content is a description of companies facing marketing problems (case studies with a lot of facts). The author doesn't offer the solutions and best practises that would help solve these problems. While reading this book, i felt i was eating a burger without meat. Something is missing...
This is a good book for teachers who want case studies for their students to work on. It's a classroom book. It's not a good book if you want want to read marketing theory and best practises (if you're already in the management world).
Great and comprehensive.......1998-05-28
I am a MBA Candidate with a finance focus who had the pleasure to use this book. Never before had I imagined that marketing could have the amount of numerical focus that this book shows. There's a case for every type of industry and many world-famous companies in this book. What else is missing from an introduction to marketing text?!
A good book..........1997-10-23
I'm a MBA student in marketing. This book is good, but just that... good. I'm absolutely certain that somewhere has to be a book about strategic marketing that has a little more information (that's the problem, little theory and plenty of numbers) and not so expensive.
Teresa M. Rodríguez
Book Description
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as:
- Crisis management
- Marketing public relations
- Client-agency relationships
- Environmental public relations
- High-tech PR
- And more!
Customer Reviews:
The Handbook of Strategic Public Relations and Integrated Communications.......2005-09-27
I think this is one of the most comprehensive and cientific book on Public Relations and communications.
As a practical PR professional I have learned through this book from the ABCs of PR to some of the most advanced subjects on PR and communications.
It has been very relevant for me to have the historical background of PR in order to understand the fundamentals of my professional practice as well as to become concious of the breath of the PR and communications application to business and government.
The nature of change.......2005-04-07
A fantastic overall look at the history of public relations. This book looks indepth at public relations as well as the more recent developments of issues and cris management.
A Tough Read.......2003-08-29
Evidently, this book does not target people starting out in Public Relations. I am a VP of Marketing in a start-up company looking to get some feel for the value of PR. I found this book utterly unintelligible. I was also irritated by the constant reference to `clarity of communication' - advice that the author clearly ignores. Why is `plain English' considered to be such a crime? After reading this on a 3 hour flight from Denver to New York, I was none the wiser about PR and given the significant weight of the book, decided to leave it on the plane. This is a text for PR academics.
Wide-Ranging and Super Informative.......2002-08-21
The Handbook of Strategic Public Relations and Integrated Communications is a thorough piece of work that covers the entire gamut of the public relations industry, from dealing with clients to dealing with the media, from crises to working with marketing.
An extremely useful guide, it is not quite as up-to-date with the latest in the technological age. For that, Michael Levine's Guerrilla PR: Wired is an excellent supplement. Not as wide-ranging as the Handbook, Guerrilla PR: Wired zeroes in on cost-effective public relations strategies and tactics.
The Handbook of Effective Public Relations and Integrated Communications has numerous well-respected members in the public relations and marketing fields contributing their wisdom and experience, letting everyone know what the higher ranking people have learned, the tools to success.
A GREAT BOOK FOR EVERYONE IN THE BUSINESS.......2002-01-16
The Handbook of Strategic Public Relation & Integrated Communications gives simple and understanding examples for every chapter; It even explains the historical background of public relations which helps a lot to understand the evolution of the PR industry.
The book describes, in a superficial but clear way, every activity in the PR business; From investor relations to crisis management, The Handbook of Strategic Public Relation & Integrated Communications will give the basics for the PR profession.
Amazon.com
What do the Atlanta Braves, Microsoft, 3M, Nike, and Intel all have in common? According to Shona Brown and Kathleen Eisenhardt, authors of Competing on the Edge: Strategy as Structured Chaos, each of these organizations are predictably unpredictable. They're leaders not because of their ability to predict the course of their markets; rather, these companies have learned to embrace the notion of change. They're successful because they've learned to find that edge between structure and chaos that allows them to be innovative and creative, while maintaining just enough discipline to focus on executing a plan.
The authors contend that competing on the edge is not an efficient or predictable way to do business. Instead, it's learning how to adapt and lead in a business environment that's in a constant state of flux. "The underlying insight behind competing on the edge is that strategy is the result of a firm's organizing to change constantly and letting a semicoherent strategic direction emerge from that organization. In other words, it is about combining the two parts of strategy by simultaneously addressing where you want to go and how you are going to get there."
Brown and Eisenhardt offer dozens of examples of companies that are successfully and not so successfully finding that balance between anarchy and order. If, on the one hand, you feel like your company is bogged down by rules and bureaucracy or if,on the other, it seems like no one in your company knows exactly what they're doing, you'll find that Competing on the Edge is a valuable handbook for change. The book is clearly written, full of insight, and belongs on every manager's bookshelf. Highly recommended. --Harry C. Edwards
Book Description
Unstable markets, fierce competition, and relentless change are the only certainties in today's chaotic business world. In their startling new book, authors Brown and Eisenhardt contend that to prosper in such volatile conditions, standard survival strategies must be tossed aside in favor of a revolutionary new paradigm--competing on the edge. To compete on the edge is to relentlessly reinvent, and it's the only way to navigate the treacherous waters of tumultuous markets.
Competing on the edge is an unpredictable, sometimes even inefficient strategy, yet a singularly effective one in an era driven by change. It requires charting a course along the edge of chaos, where a delicate compromise is struck between anarchy and order, to the edge of time, where current business is the primary focus, but actions are shaped by past legacies and future opportunities. By adroitly maneuvering through chaos and time, managers can avoid constantly reacting to nonstop change and instead set a rhythmic pace that others must follow, thereby shaping the competitive landscape--and their own destiny.
In the first book to translate leading edge concepts from complexity theory into management practice, each chapter focuses on a specific management dilemma and illustrates a solution. Linking where do you want to go? with how will you get there? here's a bold and surprising strategy that works--when the name of the game is change.
Customer Reviews:
Predicting the Future is Easy, Being Right is Hard.......2007-02-17
One of the things I found most objectionable back in MBA school or today in reading/writing business plans is the orientation towards thinking that all those beautiful numbers predicting the future had any meaning whatsoever.
If you think fancy long range planning makes sense, just go ask the American auto manufacturers what went wrong. We've known that oil is getting in short supply, that its source of supply is in an unstable part of the world and that something drastic will have to be done. So what do they do - build more factories to build pickups and SUV's.
Where are the fuel efficient diesel engines? (My daughters Volkswagon diesel from 20 years ago got 42 miles per gallon.) Where are the hybrids? (Oh, they are manufactured in Japan.)
The computer industry learned to think in terms of rapid change a long time ago. (Those companies like DEC. Honeywell, RCA, GE and many, many more are defunct or out of business.) You would think that a book like this one would concentrate on the computer business. To some extent it does, but it also talks about companies like 3M, Nike, the San Francisco Symphony, the airline industry. It also talks about companies like Sears.
This book cannot give you specific advice about what the future holds, but you can make some guesses - energy costs are going to go up, global warming is going to cause water levels to rise (a bunch), overseas competition is going to go up, we may see a major religious war. How will your company react?
A must read.......2006-03-22
If you are managing a business today, I suggest you read this. Learn the lessons from this Google Manager. It stresses speed, quality to the customer, innovation, leading and staying ahead of the competition.
Fresh View of Strategy.......2003-03-12
As a business school student I have covered a plethora of theories and frameworks regarding strategic analysis, planning, and development. Brown & Eisenhardt provide a fresh look at strategy. Competing on the Edge provides the latest thinking on emergent strategy and succeeding within high-velocity industries. Regardless if you are in industry or the classroom, this book is a must if you ever plan to drive strategy at the business level-no matter what the pace of change is in your industry. This book will teach you to think in new ways about how you create, manage and defend competitive advantage. This read will take you far beyond Porter, Mintzberg, and Barney.
A great leeson in creating a flow of competitive advantages.......2003-03-12
As a business school student I have covered a plethora of theories and frameworks regarding strategic analysis, planning, and development. Brown & Eisenhardt provide a fresh look at strategy. Competing on the Edge provides the latest thinking on emergent strategy and succeeding within high-velocity industries. Regardless if you are in industry or the classroom, this book is a must if you ever plan to drive strategy at the business level-no matter what the pace of change is in your industry. This book will teach you to think in new ways about how you create, manage and defend competitive advantage. This read will take you far beyond Porter, Mintzberg, and Barney.
Ten rules of competing on the edge.......2001-05-17
Shona L.Brown and Kathleen M.Eisenhardt's book is dynamic and major break from traditional static approaches. "Competing on the edge contrasts with other approaches to strategy that assume clear industry boundaries, predictable competition, or a knowable future...The underlying insight behind competing on the edge is that strategy is the result of a firm's organizing to change constantly and letting a semicoherent strategic direction emerge from that organization...A semicoherent strategic direction is fundamentally different from what is traditionally called strategy" (p.7). Here, they ask, "What is unique and even provocative about it?":
* It is unpredictable. Competing on the edge is about surprise.
* It is uncontrolled. It is not about command and precision planning by senior executives.
* It is inefficient. Competing on the edge is not necessarily efficient in the short term.
* It is proactive. Competing on the edge is not about passively watching for the occasional discontinuity or waiting for other firms to move before taking action.
* It is continuous. It is about a rhythm of moves over time; not a set of disjointed actions.
* It is diverse. Competing on the edge is about making a variety of moves with varying scale and risk.
In this context, they write that "the premise of this book is that change is pervasive. The implcation is that the key strategic challenge facing managers in many contemporary businesses is managing this change. The challenge is to react quickly, anticipate when possible, and lead change where appropriate. A manager's dilemma is how to do this, not just once or every now and then, but consistently. Our book has argued that competing on the edge is the unpredictable, often uncontrolled, and even inefficient strategy that nonetheless defines best practice when change is pervasive." And,then, they list ten rules of competing on the edge that articulate the key assumptions and best practices about strategy, organization, and leadership that they have found to characterize firms that compete on the edge:
I- Strategy
Rule 1. Advantage is temporary.
Rule 2. Strategy is diverse, emergent, and complicated.
Rule 3. Reinvention is the goal.
II- Organization
Rule 4. Live in the present.
Rule 5. Stretch out the past.
Rule 6. Reach into the future.
Rule 7. Time pace change.
III- Leadership
Rule 8. Grow the strategy.
Rule 9. Drive strategy from the business level.
Rule 10. Repatch businesses to markets and articulate the whole.
Highly recommended.
Book Description
Market-proven strategies to generate competitive advantage by identifying and always taking care of your best customers
The Seven Keys to Managing Strategic Accounts provides decision makers with a proactive program for profitably managing their largest, most critical customers--their strategic accounts. Drawing on the expertise of S4 Consulting, Inc., a leading-edge provider of strategic account consulting, and Miller Heiman, a global sales training leader serving many Fortune 500companies, this how-to book shows how many of today's market leaders have learned to focus on their most profitable customers, avoiding or overcoming common errors before they become relationship-crippling disasters.
Placing its total focus on the design and implementation of cost-effective strategic account management programs, this hands on book provides:
- A world-class competency model for strategic account managers
- Techniques for developing a program to manage and grow "co-destiny" relationships
- Examples and cases from Honeywell, 3M,and other leading corporations
Customer Reviews:
The Bible for Account Management.......2006-05-31
Over the last three years, we have been using "The Seven Keys..." as the bible to follow in our implementation process. Every person involved is required to read the book. It has become our organization's often-quoted bible for account management. A must read!
The Guide for Strategic Account Mangement.......2005-01-18
This is a very educational book that every company should read and buy into before attempting a SAM program. I enjoyed the real world exmaples even though they did sometimes leave me feeling a bit 'sold to'(and I usually like that!)
But the reason I've only given this book 4 stars is that it's written very much for the analytical reader, an MBA who absorbes information would love this book. But I am not one of those and would like to have seen a higher emotional content and some more human aspects.
This however should not stop you from buying this book. In fact if you are considering a Strategic Account Management program you MUST read this now.
Make sure you have a program that really worksý.......2003-09-16
In today's marketplace key account (relationship) management is imperative. With the ever changing/increasing demands placed on these accounts it is even more important to develop a focus and a strategic game plan behind them. This book is a must read and a must have on your bookshelf. It's laid out in a friendly manner (the seven keys) and is easy to read. Whether you currently have a strategic account management program in place, are looking at implementing a new program, or are looking how to fine-tune an existing one -- the 7 Keys to Managing Strategic Accounts will help you in the process. Make sure you have a program that really works!
Great Real-World Advice.......2003-06-12
As an MBA candidate who spends far too much time reading textbooks, I found Seven Keys a welcome change in my business reading. It's readable, well-organized, full of real-world examples, and it lets me quickly know how I can ready an organization for effective strategic account management. These authors clearly have busy people in mind. I read the chapters that were of particular interest and then I read the remainder. Time well-spent.
Jay Readey
MBA Candidate, Yale University School of Management
Common-Sense Guidance Just in Time!.......2003-05-08
We just launched what we thought was a
strategic account program for our largest
customers last year, but I just learned
from this book that it's actually a key
account program in disguise.
Now we can use the authors' common-sense
guidance to focus on the customers who
truly have strategic potential, align our
entire company behind the initiative instead
of just the sales force, and set up an
account manager development program that
really works. Great job!
David S. Feldmann
Product Manager, Legal & Business Products
The Bureau of National Affairs, Inc.
Customer Reviews:
Excellent.......2001-10-29
It tackles the various topics in sports marketing with great clarity and all the chapters integrate seamlessly. It explains concepts with good, clear everday sport examples.
A well structured approach to the subject........1999-02-17
Shanks has produced a solid undergraduate text. It has many examples and is well supported by case and discussion material. Also, the book makes good use of the Internet as a support medium. I am not aware of whether or not an instructors package is available. If not, that is a failing.
Book Description
This best seller provides a balance between theory and practice, useful career information, and a comprehensive package of ancillaries. It takes a strategic approach to decision making. The volume provides an overview of strategic retail management, and provides a careful examination of situation analysis, targeting customers and gathering information, choosing a store location, managing a retail business, merchandise management and pricing, communicating with the customer and integrating and controlling the retail strategy. For retail training directors.
Customer Reviews:
Excellent for Retail.......2005-01-05
Retail Manangement by Barry Berman is an excellent book for people getting into Retail business. It covers from basics to advance level of Retail management.
A full coverage of all major retailing topics.......1997-03-10
A very useful book, not only for students, but for any person envolved in retail business.
For students it is a comprehensive companion text. A good teaching package.
For the managers and entrepreneurs, including those living outside the USA, giving a full coverage of retail market in USA, this book widens the horizonts
Book Description
Now in its 5th edition Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised throughout, and every chapter has been carefully updated with special attention paid to the latest developments in e-marketing, CRM and new planning practices.
Marketing Plans is designed as a total, user friendly learning resource. Careful use of layout and colour ensures the text has maximum clarity, and the list of learning features includes:
* Key Concepts * Crucial Terms * Examples * Headlines * Marketing Insights * Case Studies * Exercises
The book is established as essential reading for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text.
An international marketing bestseller
Practical step-by-step guide to marketing planning
Thoroughly revised, with special attention paid to the latest developments in e-marketing, CRM and new planning practices
Customer Reviews:
The best Marketing Guide I have seen........2001-09-28
As the National Director of Marketing for my firm, I read and use many different marketing books, manuals and reports. However, Marketing Plans, by Malcolm H.B. McDonald is the most complete guide I have found for actually designing a comprehensive and effective business plan. The layout of the book makes it useful to the novice as well as the experienced Marketing professional. The information is stated clearly, completely and effectively. In fact, I was so impressed, that I have totally redesigned our corporate marketing and branding plans using the information from this book as the basis for that design. Thanks for all the help Mr. McDonald!!!
Super!.......2001-05-25
McDonald also wrote Key Account Management (more for salespeople) and co-wrote a smaller, but more difficult book called Marketing Plans the Work. This one (Marketing Plans: How to Write them, How to Use them) is more of a text book, which normally I think would make it more "dry" but in this case it's just the opposite: packed with information, useful exercises and a clear step-by-step approach to writing a real marketing plan. Academically sound but not "academic." Plus it can help you and your company get more of a marketing orientation, or at least understand what a "marketing orientation" is all about.
The Source Book.......2000-07-13
Just bought my third copy... i give one away every year to a struggling marketeer. If you buy only one book on marketing, make it this one.
David Barnes Director of Market Analysis, Philips Components
probably the best book on marketing planning ever published.......1999-08-06
First published in 1984, Marketing Plans is now an international marketing bestseller. Covering the application of basic marketing principles to sound business practice, it is essential reading for marketing practitioners and students the world over. The purpose of this book is quite simply to explain and demonstrate how to prepare and use a marketing plan. To this end, marketing managers and business executives concerned with profitability and sustained growth of their organisations have profitably used it as a practical guide. Clearly and powerfully written with step-by-step lucidity, it is probably the best book on the theory and practice of marketing planning ever published.
Authored by Malcolm McDonald, Professor of Marketing Strategy at the Cranfield School of Management and the acknowledged world authority on marketing planning and strategy, this thoroughly updated and redesigned fourth edition contains new material on growth areas such as key account management and electronic marketing. Its brand new two-colour graphic design with revised page layout and enhanced learning features provides maximum clarity, much like a typical US College textbook. Definitions of important terms and vocabulary are provided as margin notes to allow for smoother, easier reading of the text. Exercises appear at the end of each chapter to translate the theories into action.
This complete learning package focuses on key recent developments in marketing techniques and provides a range of practical marketing tools. The reader is taken through the whole process of marketing planning-from the initial assessment of a company's business plan, to the steps necessary to ensure a company achieves its profit targets. The first 12 chapters help the reader understand both the process and diagnostic tools of marketing planning whilst the final 13th chapter is a clear step-by-step guide to devising your own marketing plan, combining current best practice with the necessary theoretical background.
This book is recommended reading for marketers, executives and students studying for the Chartered Institute of Marketing's Certificate and Diploma examinations. In a nutshell, there is no better book that covers the whole process of marketing planning.
Book Description
Create an effective, comprehensive communications strategy in an age of information overload
Fax, e-mail, 1-800 numbers, the Internet, infotainmentâwith so many new and traditional media available, it should be easy for a nonprofit to connect with its constituents. Yet each new technology brings new challenges, adding more messages, more voices, and more information to the clamor. Nonprofits now have to compete harder than ever to win the attention of a media-jaded public. That's why it is crucial that today's nonprofits develop comprehensive, coordinated communications plans that are detailed enough to cover all the bases, yet flexible enough to compensate for the unexpected. Strategic Communications for Nonprofit Organizations shows you how.
In this book, Janel Radtke introduces all-important communications concepts and issues in plain English. Taking a wholly practical, in-the-trenches approach, she combines expert insights, real-life case studies, and clear, step-by-step instructions to demonstrate nonprofit communications strategies that work. She provides:
- An easy-to-follow, 7-step program for developing a comprehensive, multifaceted communications plan
- A disk containing all the worksheets, forms, surveys, and self-assessment tools you need to create a total communications plan
- Techniques for matching the message with the medium and for adapting both to specific purposes, such as fund-raising, advocacy, public education, PR, and more
Strategic Communications for Nonprofit Organizations helps you coordinate and streamline communications efforts. It provides proven techniques for guaranteeing that you send the right message to each constituency group or audience, and that you hit your mark every time.
Customer Reviews:
Radtke hits the mark.......2000-12-04
Radtke takes a generally vague term "P.R" and makes specific, detailed entry ways that prove essential in the creation of a public relations framework. The text concentrates on breaking up tasks into manageable units from the creation of the perfect mission statement to completion of an internal audit. The internal audit is a great example of the way Radtke approaches every angle of the P.R. question; Radtke isn't just focused on demographics (or psychographics or geographics--all are explained here) or target audiences but she also encourages readers to investigate the inner workings of their specific organization. By examining the specific organization (from the number of phones to the personality of the staff) Radtke helps you design the most appropriate plan for your non-profit group. The accompanying C.D. helps you utilize the detailed models in the text and it's terribly easy to use, making the learning process much more fun. My only complaint would be that the information presented is a bit dense, making steady reading somewhat difficult. However, I reccomend Lawrence Wallack's straight forward "News for a Change" as an aid to Radtke's detailed vision. However, Wallack doesn't tackle as many issues as Radtke and her text still stands alone.
Books:
- Strategic Marketing (Mcgraw Hill/Irwin Series in Marketing)
- Strategies for Successful Student Teaching: A Comprehensive Guide, Second Edition
- The Adult Learner, Sixth Edition: The Definitive Classic in Adult Education and Human Resource Development
- The Allied Occupation and Japan's Economic Miracle: Building the Foundations of Japanese Science and Technology 1945-52
- The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm
- The Business Coach (Instant Success) (Instant Success)
- The European Economy since 1945: Coordinated Capitalism and Beyond (Princeton Economic History of the Western World)
- The Fair Tax Book: Saying Goodbye to the Income Tax and the IRS
- The Great Bust Ahead: The Greatest Depression in American and UK History is Just Several Short Years Away. This is your Concise Reference Guide to Understanding Why and How Best to Survive It
- The Long Tail: Why the Future of Business is Selling Less of More
Books Index
Books Home
Recommended Books
- Histology for Pathologists
- The Teenage Guy's Survival Guide: The Real Deal on Girls, Growing Up and Other Guy Stuff
- Picture This!: A Guide to over 300 Environmentally, Socially, and Politically Relevant Films and Vid
- Making a Killing: How and Why Corporations Use Armed Force to Do Business
- Starting an Online Business For Dummies, 4th Edition
- The Snow Walker
- The Orkney Scroll
- Financial Accounting Fundamentals: For 2005 Exams
- Minor Transnationalism
- Nutritional Limits to Animal Production from Pastures: Proceedings
General
| Business & Investing
| Subjects
| Books
Best Practice Cases in Branding
Harvard Book Review on Brand Management (Harvard Business Review Paperback Series)
Managing Brand Equity
Building Strong Brands
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
