Book Description
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
Customer Reviews:
Positioning: The Battle for Your Mind, 20th Anniversary Edition (Purchased on 09/04/2007) .......2007-10-05
I still haven't received my purchase, so reviewing it will be a tad bit difficult...
Got inspired!.......2007-09-21
I've got inspired from the basics in positioning. It delivers good examples of many American companies' positioing. I got inspired so that I can get my paper done very soon.
The best book ever on marketing/advertising/brand management.......2007-09-13
I make every new employee read Positioning no matter what their job description because it is really a book about the "battle for the consumer's mind", and that battle is waged in every department of every organization.
Positioning is the rule book for marketing success and the great thing is all the examples. Yes they are somewhat dated, but they make the rules easy to understand.
This is the book nobody at Ford read before they redisigned the Taurus from number 1 in sales to a hole in the ground.
If you work in brand management or advertising you must read this book. It should be stashed in a "break-glass-get-book" thing at every exit of every ad agency.
If you are studying marketing at college, you should memorize every word in the book and major in something else, and come out with the equivalent of a double major.
The importance of perception.......2007-05-13
If there's one thing that makes Positioning a classic and something that should be on the reading list of any marketer is the fact that it highlights what is the core of any marketing- perception is reality. It doesn't matter how good your product `really' is, or how hard you try, what matters is how your target perceives you vs competition. That basic truth, and how you could occupy the most desired position in the target's mind is the crux of this book. Perhaps some of the examples could get updated, but bottom line, this is the definitive book to read for any aspiring marketer.
- Mainak Dhar, author, Brand Management 101: 101 Lessons from Real-World Marketing
outdated.......2007-03-30
Positioning makes a few basic points that are helpful for someone who is not familiar with marketing basics. However, the examples are so outdated that some now disprove the authors' arguments. The more detailed chapters make less sense in an electronic culture. This book is really only useful now for those broad, basic ideas in the first chapters.
Book Description
As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally.
Customer Reviews:
The best how-to book on storytelling.......2005-09-05
I have been through a number of the most popular books on corporate storytelling, and this is by far the most useful of them. While they all contain a number of case studies, this book goes one step further and actually provides the reader with clear step-by-step guidelines on how to start using storytelling within your own organisation. Budtz, Fog and Yakaboylu evidently have a lot of real-world experience with their subject matter.
Highly informative.......2005-07-03
It's rare that a European book on branding is endorsed by American gurus such as Philip Kotler, Kevin Kelly and Tom Peters - even marketing guru Seth Godin calls this book "one of the very best marketing books of the year".
The strength of this book is not only its message, but in the simple way it delivers this message - through a range of anecdotes and good illustrations.
Addressing professionals working in management, sales, marketing, PR and human resources "Storyteling - Branding in Practice" is probably the first of its kind to provide a practical, hands-on set of tools for companies to apply storytelling strategically as a source to competive power.
In a few hours the book will give you insights into:
- how storytelling can be applied in a business context
- how and where to find stories about your company or brand
- how to tell these stories in a way that benefits business
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.
Book Description
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.
Customer Reviews:
Good book, some dated examples, frequent missing CD.......2005-07-23
I have enjoyed this book. In most cases I can skim the sections I know, skipping examples, and do well on the tests so it is very well structured. There are lots of excellent examples flushing out contents for the total newbie. A lot of thought went into the projects and case studies. If you are looking for a good overview of markting concepts and have a solid instructor to lead discussions about them, this is a great textbook.
That's the good.
The bad is that a number of examples are quite dated. For example, the book claims that Nintendo owns something like 82% of the video game market. How many years ago was this written and how would Sony and Mircrosoft respond? Intel's partnership with Gateway is mentioned in co-branding whereas the modern example would be Dell. Intel actually pays for 2/3 of Dell's advertising as part of the Intel Inside promotion.
Furthermore, the book makes no mention of Account Planning, and increasingly important field in advertising. One would think we still lived in 1992 when the Account Executive was asked to handle all strategic decicisions.
The book needs an overhaul in these ways but the essence is still very solid.
[...]
If you need to buy this textbook, buy it early, and make sure you get the CD. If you don't, send it back.
Robert the Advertising Planner.......2005-07-06
A good textbook for university students. For pro's, the book lacks a touch of ingeniuity.
Book Description
Once every decade a book comes along that becomes the standard in a field of study, the indispensable reference that every thoughtful practitioner must have on the shelf. Like Samuelson in Economics, Drucker in Management, and Porter in Strategy, Rayport and Jaworski have written what leaders in the New Economy are calling the standard in e-commerce strategy formulation.
e-Commerce presents managers and strategists with road-tested frameworks for competing in the New Economy. This presentation is organized to facilitate the decision-making process for formulating e-commerce enterprise strategy. The text progresses from framing market opportunities to a discussion of New Economy business models, customer interfaces, and communication and branding issues through to implementation, evaluation, and valuation of the online enterprise.
The textbook and companion casebook, E-Commerce and Cases in E-Commerce, are the first volumes produced for the McGraw-Hill/MarketspaceU learning series on e-commerce. McGraw-Hill/MarketspaceU have formed an alliance to develop and deliver exceptional higher education teaching materials on the latest business practices and theories by leading thinkers in the field of e-commerce. McGraw-Hill/MarketspaceU aim to equip present and future executives, managers, and strategists in becoming successful creators of value in the new economy. To accomplish this goal the alliance offers a multi-media suite of cutting-edge tools to help navigate the world of e-commerce. These tools include E-Commerce and Cases in E-Commerce, MarketspaceU.com, the McGraw-Hill Online Learning Center (OLC), and the McGraw-Hill E-Business Power Web.
MarketspaceU is part of Marketspace, a Monitor Group company. Monitor Group is a family of professional services firms linked by shared ownership, management philosophy and assets. Monitor’s roots can be traced back to the Harvard Business School – where a number of its founders studied and taught in the 1980s. Marketspace was founded in 1998. Jeffrey Rayport and Bernie Jaworski (two of its founders) are the principal authors of the first books produced by the McGraw-Hill/MarketspaceU alliance.
e-Commerce has already received early critical acclaim from academic and Internet business leaders:
“Rayport and Jaworski have defined the ‘space’. e-Commerce is a primary weapon in the e-business frontier. Do not let your competitors read this book--buy every copy…” Jeff Taylor, Founder and CEO, Monster.com
“Finally someone has put it all together! These leading thinkers have put in one place a brilliant and comprehensive framework for thinking through, planning, teaching and managing e-Business. And – beyond that – this book is a portal to a stream of the most complete set of online, video, and other resources for e-Business learning to date. Great insights. Powerful tools.” Ralph Oliva, Executive Director of the Institute for the Study of Business Markets and Professor of Marketing, Pennsylvania State University
“e-Commerce is the first textbook to show how firms gain competitive advantage in the New Economy. The authors introduce a number of new and innovative concepts, frameworks, and tools that benefit both students and managers. This book is destined to become the standard New Economy text in leading MBA programs.” John Quelch, Dean, London Business School
“This is a wonderfully designed pedagogical device. The chapters build foundationally, so as to empower the student to deal with unique New Economy concepts, like the DCF approach to valuation etc., towards the end. The chapters are filled with case vignettes, viewpoints, and thought bytes that draws the self-selected reader in, and engages them in a sophisticated debate regarding the Internet economy. The highlight of the book, for me, was the way linkages were provided to existing management concepts. Thus the reader is not left wondering what the connection to the old paradigm is, in fact the reader gets a working dose of those ideas in the book chapters. This makes the book a stand-alone, comprehensive text with a cutting-edge tone and content.” Kastori Rangan, Eliot I. Snider and Family Professor of Business Administration Harvard Business School
Customer Reviews:
Obscure and too expensive.......2002-12-27
As a professor of ecommerce I think that the authors have unnecesarily obscured a subject that deserves a better prose and a more logical thread of reasoning.Theirs is a text written for other academicians and contributors to the HBR, not for students, unless they are candidates to a very high academic degree. ...
Much more than eCommerce.......2001-08-16
This book is about much more than eCommerce. It is the handbook for doing business in the "New Economy". I have taught ecommerce courses in several universities and am familair with most of the titles avialable on this subject: none of them even come close. Read and study this book now before the competiton does.
The Bible of E-Commerce Strategy.......2000-12-22
Comprehensive and clear. A must read for anyone serious about winning in the E-Commerce space.
Book Description
Say goodbye to the production century. Savvy and all-powerful consumers are at the helm. Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Federal Express, Hewlett-Packard, Ericsson, Philips, and Xerox, Gronstedt provides the keys to thriving in the upcoming "customer century." Companies must learn to integrate communications three dimensionally: externally with key customers, vertically between senior management and front-line workers, and horizontally across departments. Packed with hands-on advice, this book is a roadmap to success in the Customer Century.
Explains a hot, new management strategy
Includes practical tips and strategies
Customer Reviews:
The three dimensions of communication.......2006-01-27
In the past companies could succeed based on how well they were able to produce and sell goods. Now, we are moving from the Production Century to the Customer Century, in which success depends on how well a company is able to satisfy its customers. To satisfy customers, companies must integrate marketing and communications throughout the organization.
According to the author, marketing and communications should be integrated along three dimensions.
1. Integrated external communication: this is the process of involving everyone in the company in communication with customers and shareholders.
· Identify the most profitable customers and track their buying behavior.
· Use data to concentrate on improving market share among your best customers.
· Address customer complaints immediately.
2. Integrated vertical communication: this is the process of creating forthright, two-way communication between senior management, middle management and other employees.
· Create a company vision based on the company's core competencies.
· Use the vision to coordinate effort and communication from the top-down and the bottom-up.
· Use the vision to direct employee training towards business goals.
3. Integrated horizontal communication: this is the process of opening up communication among work units, departments and countries.
· Use customer needs as the core beginning to developing effective teamwork practices.
· Facilitate "virtual communities of practice" across the organization to benefit from networking among employees.
· Rotate employees systematically through job assignments to facilitate understanding between work units.
Lots of good ideas from world-class companies.......2000-12-26
I work as a consultant for a PR agency, so I'm supposed to know what is "best practice" in the realm of communications. This book compiles real-world examples from a dozen European and U.S.-based companies that seem to be getting it right: FedEx, Hewlett-Packard, GM Saturn, ABB, and others.
My principal interest in the book was in finding a source of good ideas that I can adapt for use by clients, and I was not disappointed. Anyone in a communications role, whether in-house or outsourced, can benefit by taking some of these ideas and adapting them to the particular needs of their own organization.
The book is especially helpful in getting around a dilemma frequently faced by consultants (internal or external) who are called upon to produce so-called creative ideas, i.e., if you propose something that's really provocative and different---outside the box, as they say---the first thing your client often wants to know is, "Where has this worked before?" Of course, if what you've proposed is truly creative and original, it may not have been tried before---a perfect reason for the client to shoot it down.
By drawing liberally from the ideas set forth in this book, you can come up with good creative PR and internal communications programs that have actually been put into practice by well-known companies. For example, when Saturn had to recall some of its cars to fix a defect, it basically turned the event into a party: car owners were invited to a Thai barbecue while mechanics spent 30 minutes fixing their Saturns. They even got a free car wash to boot. This example is a perfect illustration of a basic truth of PR, i.e., that crisis communications is not simply about damage control. Handled properly, a crisis can be an opportunity to get your customer to see your brand in a whole new light.
Another nice feature of the book is that much of it focuses on internal communication. Gronstedt uses a three-part model (he's a former academic, so he likes models, but don't worry: there's only one, and his writing is lively and clear) to describe communications, and one part consists of External relations, including media relations. But the other two parts are Vertical and Horizontal communications, both of which take place within the organization ("vertical" referring to communications that go up and down the chain of command and "horizontal" meaning communications that cut across different functions or business groups). This emphasis on internal communications gives an enlightened perspective that gets away from the one-way, press agentry model of PR that relies predominantly on placing stories about your company in the newspaper.
So read the book, mark the ideas and best practices of these world-class companies, and then adapt them for your own use. It's a great resource for anyone responsible for organizational communications.
Fascinating insights and useful framework.......2000-03-23
This is the most comprehensive book I've come across on how to strategically managing communications at every point of contact with customer and stakeholders. Gronstedt has written a practical book that provides fascinating insights into the inner workings of companies like Saturn, HP and FedEx. The examples are woven together into a "3D" model of integrated communications, which is a very useful framework for analyzing organizational communications. I'm really looking forward to sharing this book with my the communication classes at the University of Iowa.
A whole new way of looking at business.......2000-03-22
This book sets the stage for the new economy from a customer perspective, in a more clear and complelling way than anything else Ive read. It provides a whole new way of looking at business. Its a real treasure trove of inspiring ideas and captivating stories from the front lines of integrated communications and supports many concepts I have found useful in my own international consulting. Ill definitely be referring back to it time and time again.
A business classic.......2000-03-22
The Customer Century provides managers an important lesson- without a process for integrating communications, companies simply cannot flourish in the new millenium! I'm thoroughly impressed with the readability and endless practical examples in the book. They are as applicable to business here in France as elsewhere. Gronstedt provides a roadmap that is easy to read and aesy to follow. I'm sure this will be a business classic.
Book Description
Marketing: Principles and Perspectives is a cutting edge text. In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing. In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet / technology. The third edition includes an E-Commerce chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, Third Edition offers the latest coverage, quality professor supplements, and an interactive student web tool and still it is approximately $20 less than most principles of marketing competitors.
Average customer rating:
|
Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing
Arch G. Woodside
Manufacturer: Quorum Books
ProductGroup: Book
Binding: Hardcover
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ASIN: 0899309844 |
Book Description
Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community. Dr. Woodside leads off with his 20-step process model and review of the scientific and applied literature to show how advertising works. He answers the question of why top-of-mind awareness measures of advertising effectiveness are so valuable, and then uses detailed, numerical examples to illustrate the powerful tool of benefit-to-brand retrieval. He links profit-and-loss analysis to a linkage advertising monitoring program, then discusses the net profit impact of each advertisement in each medium. His report of a field study demonstrates that net profit is the big difference between image and linkage advertising. From there he moves to the long interview and its application to voice-of-the customer research, ways to value different customer segments, and how to monitor linkage advertising fulfillment strategies. Dr. Woodside's book will be an important contribution to our understanding of how advertising is done, and how it can be done better.
Average customer rating:
- Great textbook
- Only has 175 pages, not 300. Imformative..not worth $49.95.
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Expositions and Trade Shows
Deborah Robbe
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover
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Behind the Scenes: Managing a Trade Show Without Losing Your Mind
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Trade Show & Event Marketing: Plan, Promote & Profit
ASIN: 0471153907 |
Book Description
The first comprehensive guide to the workings of the exposition industry As more companies worldwide incorporate expositions and trade shows into their overall marketing and advertising strategy, demand is increasing for marketing professionals and trade show managers who understand the complex process of designing and running effective, well-managed expositions. Expositions and Trade Shows is the first book to explain every key aspect of the trade show industry and how it works — from the role that expositions play in an exhibitor's marketing strategy to the responsibilities of the many different people involved in planning and mounting a successful exhibition. Using case histories drawn from the author's extensive real-world experience, this book:
- Examines trade shows from the management perspective
- Identifies the key players — exposition managers, exhibitors, attendees — and their roles, functions, and interrelationships
- Discusses locations and venues, as well as the use of general service contractors in putting together trade shows
- Covers the role of convention and visitors's bureaus
Ideal for meeting planners and convention and exhibit managers, as well as students in marketing or hospitality management programs, Expositions and Trade Shows is an important career resource for anyone looking to broaden their understanding of the field, enhance their effectiveness on the job, and build a sound future in the trade show industry.
Customer Reviews:
Great textbook.......2004-05-27
Ms. Robbe did a great job of explaining the basics of planning for expositions and tradeshows. The text gives great insight for those who are looking to break in to the meeting and tradeshow planning industry.
Only has 175 pages, not 300. Imformative..not worth $49.95........2000-09-07
This book has a lot of basic information, but it is not worth $49.95. It only has 175 pages, even though the website says it has 300. I notified Amazon of this error in June and it still has not been updated.
Overall, this book is informative for beginners, but not for the professional manager.
Book Description
The world of event planning can be alluring and dangerous at once-exotic locales, wining and dining, and people traveling without their spouses. In such situations the line between business and pleasure blurs and the nature of relationships gets cloudy. With a thoughtless act or a less-than-tactful word, long-lasting business relationships can be ruined forever.
Beyond that, budgets are on the chopping block and competition for business is tight. In that environment, people often cut not just financial corners, but the ethical ones, too. There's a fine line between innocent perks and inappropriate gifts or kickbacks. Event planners today must navigate a minefield of potentially sticky situations that can easily blow up in their face. Without a professional code, lines of acceptable behavior are easily crossed. And what you do personally can hurt you professionally.
Event Planning Ethics and Etiquette provides event planners with the companion they need to stay out of trouble, keep professional relationships healthy and profitable, avoid the riskier temptations of the lifestyle, and win business in a highly competitive market using ethical business practices.
- Explains how to establish policies and codes of behavior, in the office and onsite at events.
- Offers guidelines on when it is acceptable to accept a gift, what is acceptable, and what is inappropriate.
- Shows how to prepare yourself, as well as your staff, for what to expect, and how to handle the unexpected with business finesse.
- Covers business etiquette in event planning crisis management situations.
- Helps you to avoid putting yourself and your company at personal and professional risk.
- Features real-life examples and situations, and advice on how to handle them with poise and professionalism.
- Includes a list of "Event Planning Do's and Don'ts."
Event Planning Ethics and Etiquette will be of value to the professional event planner; to event planning suppliers and clients working with industry professionals; as well as to those in related fields, such as public relations, administrative professionals, communications; and anyone in the hospitality, culinary, and travel industry.
Customer Reviews:
The whole series shows great promise.......2005-08-03
Judy Allen's book series on event planning is well written and well organized! Her insight into the event planning business is helpful and a great source of information. Highly recommended.
Really it's only for American practitioners.......2005-07-18
This book offers interesting information, however is really only focused on consultancy, suppliers and America.
As an Australian I found it to be a little removed from what is happening locally, plus, the examples were sometimes weak.
For Americans, this would offer a good basis for Ethics / Etiquette however I would not rec this book to other international practitioners.
Books:
- Principles of Marketing (Principles of Marketing)
- Principles of Marketing (Principles of Marketing)
- Principles of Marketing (Principles of Marketing)
- Professional Practice for Interior Designers, 3rd Edition
- Professional Practice for Interior Designers, 3rd Edition
- Professional Practice for Interior Designers, 3rd Edition
- Public Relations Kit for Dummies
- Public Relations: Strategies and Tactics (8th Edition)
- Rebuilding Brand America: What We Must Do to Restore Our Reputation And Safeguard the Future of American Business Abroad
- Restaurant Franchising
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