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
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.
Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing.
For individuals interested in a career in marketing.
Customer Reviews:
A leading book in the field.......2005-08-11
Warren Keegan wrote the first international marketing textbook shortly after completing his Harvard PhD in the 1960s. He is a legend in the field and is widely credited as the father of the global marketing concept.
The 7th edition of his leading text does not disappoint the demanding reader and carries on the tradition of earlier editions. He walks the talk, writing for and speaking to a global audience. It is clear that he is one who has "been there" and knows international markets.
The book presents a very sound basis for learning and is a leading text for full courses in global marketing in many leading MBA programs. It also enjoys a large readership by business execs around the world.
"Global Marketing" opens with a very sound introduction to global marketing analysis and strategy. The international trading environment is well described and the text simplies the complexity of international trading blocs, the WTO, and other influences on marketing strategy today.
Keegan's global marketing texts have always been strong on introducing readers to technical terms used in international trade and exporting and explaining the flow of paperwork (i.e., letters of credit, etc.) one encounters in international trade. This current edition does not disappoint in this regard.
There is a good introduction to factors that motivate consumers and customers to choose and use products that is applicable in consumer, business, services, and high technology markets. The book finishes with a very sound coverage of the marketing mix (i.e., product, price, promotion, and distribution) strategies.
A number of case studies are well integrated into the text to illustrate typical business decisions global marketers must make. I have prescribed this text for more than a decade and it always has been rated as the best or among the best textbooks prescribed for our marketing courses.
The up to date Case.......2003-07-24
This book has easy to understand & have up to date case. The Harley Davidson case is one of the cases that showing us how's struggling US to face Japanese company offensive. This is the good case to picturing the dawn to earth marketing strategy compare to arrogant & not efficient strategy willing by US Company.
good service.......2003-01-16
the service is very good and efficient
clear, understandable jargon.......2002-11-25
Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and Population estimates, that is both put inside the text and at the end of the book as appendix. These estimates give clear grasp to the reader about world demographics and economic structure, and helps reader understand the subject at hand and, in general, world dynamics better. Interesting and information & expertise-loaded cases differentiates the book from other boring textbooks. The future of global marketing section of the book gives the reader an invaluable horizon. I suggest that you read it carefully, you will get too many things from it.
Students found this to be informative but not presented well.......2000-07-14
Valuable, current information presented in a rather dull, uninteresting format according to MBA students. Very comprehensive.
Amazon.com
Sam Hill and Chris Lederer say brand-dominated business strategies will be the true road to commercial success for at least 10 more years. But when they say it, they aren't talking about today's prevailing approach, in which brands owned by a single company are combined in the manner of the Hewlett-Packard LaserJet printer. That's old news, contend Hill and Lederer, marketing veterans and partners at Helios Consulting. The next level, they say, is "brand portfolios"--actively managed collections of every brand, regardless of ownership, that intersects with another. Developing and running such systems (like those that connect Intel, Microsoft, and Dell, for example) is the subject of The Infinite Asset, a sharp and practical guide to adopting their well-considered suggestions on handling brand portfolios in the same way that financial portfolios are managed. The authors look at case studies of 3M and Miller Beer, among others, which help readers visualize the relationships that tie their brands to each other and to the outside world. They also put together an eight-part "toolkit" that covers brand extensions and repositioning, as well as an organizational design for implementing brand-portfolio management. --Howard Rothman
Book Description
Remember when brand management was as straightforward as promoting a single product or service? Today, brands mingle so much-McDonald's and Disney partner on promotional giveaways, Subaru markets an L.L. Bean edition of the Outback, Toys R Us and Amazon.com jointly launch an online toy store-a whole system of brands can make or break a product and a career. Once content to "mind their own brands," marketers need a radically different game plan to succeed in this complex marketplace.
In The Infinite Asset, Sam Hill and Chris Lederer unveil an ingenious strategy-the Brand Portfolio Approach-that exponentially increases the value of brands by exploding them beyond the boundaries of their division or even their parent company. The authors argue that a company's brand portfolio must reflect how the target customer actually views the brand; it must encompass every brand-whether the company owns it or not-that affects the buying decision.
Based on thirty years of consulting experience and extensive research across industries, the authors introduce a breakthrough 3-D mapping tool-the brand portfolio molecule-that lets managers visualize all elements of a brand and how they interact to create new value. Compelling case studies apply the model to the brand strategies of companies including 3M, Cadillac, Miller Beer, and Yahoo!. In addition, a comprehensive set of implementation tools guide marketers in using the model to:
· identify the "lead brand" in the eyes of the customer
· find and fill product holes
· decide whether to extend, prune, or reposition a brand
· arrive at the right number of brands
· determine how and when to use a corporate brand as an umbrella
· allocate marketing funds most effectively
· trace brand value using informative metrics
· convert brand equity into shareholder value and more
The first to provide a holistic model for brand value creation and management, this book is the must-have guide to leveraging every company's infinite asset for lasting competitive advantage.
Sam Hill was Chief Marketing Officer at Booz·Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing. Chris Lederer, once a brand manager at Lever Brothers and a Senior Associate at Booz·Allen, is also a partner at Helios.
Customer Reviews:
Useful ... written by a consultant ..........2002-01-21
This book does provide a valuable summary of others works in branding. Helps to explain and clarify how many different items have a link to your brand and shape the percpetion of it in customers minds. Not a new thought, but again a good succint summary that reminded me to think through how such relationships add value or take away from the organization and brands I work for. What this book does add is a way to depcit these relationships on a 3 dimensional model. Interesting ... but I would question the value of the time and effort spent to create such a diagram. I don't think the authors would disagree with me when I say it is the thought process that makes the difference .. not the fancy depiction.
An alternative look at branding.......2001-11-07
Hill and Lederer in this book give us a very convincing argument why branding must be treated as an asset on line with products and intellectual properties. They introduce us to the "brand portfolio molecule" [BPM], which comes across as a very powerful tool to understand the relationship between not only the different brands in a company's portfolio but also to other brands outside the direct control of the company as perceived by the customer. With this information the authors move on to show how active brand portfolio management can be used to identify new growth opportunities both within the portfolio and as natural extensions.
The book is full of actual examples of good and bad practice, and it covers both established companies that turns to active brand portfolio management and newcomers, that incorporate it from the beginning.
The message in this book is not only for marketing people but also very much for the business leader, who wants to understand the power of brands and how he or she can use it to grow the company.
infinite asset.......2001-10-23
The true challenge for any business book is to be both interesting and relevant. The Infinite Asset was worth the time for me, and I think it will be for a wide range of audiences. Those managing large portfolios (and of course the consultants aspiring to help them) will like the "big idea" first section. Those managing individual brands, people trying to break into brand mgmt, and new MBAs will appreciate the second section.
Yes, it is organized more as two books in one, and often the best statement of the concept is at the end, rather than the beginning of the chapter. But it is well written (has great quotations) a fast read for the complexity of thought and experience it contains. Worth the time.
Book Description
This paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.
A five-part organization provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market.
For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace.
Customer Reviews:
Great BooK!.......2007-07-18
This was a text used in class, and while the teacher did mostly lecturing without the text, it was a great resource-easy to understand, and highly applicable. THe text does a great job of really explaining the material in a clear and concise manner.
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.
Book Description
With careful attention and hard work, even average citizens can oversee sophisticated, state-of-the-art political campaigns. Those who try will find no aid more valuable than this book. Bringing to bear both academic and professional experience, Shea and Burton present a lively, comprehensive exploration of cutting-edge political campaign management. They cover every aspect of present-day political campaigning, from understanding the context of a particular campaign (national trends, the media market, demographic research, etc.) to strategic thinking and specific voter contact techniques that work. These techniques include tactical use of fundraising, paid media, free media--including the Internet--and get-out-the-vote drives. Throughout the text, the authors present up-to-date analysis, peppered with examples from national, state, and local campaigns. Campaign Craft is a comprehensive guide to modern electioneering--a "must read" for candidates and political activists, scholars, researchers, and all those interested in knowing how to run modern, high-tech campaigns.
Customer Reviews:
Good not great, still the most complete book I've read on the subject........2007-09-06
Good book, not great. The beginning of the book starts off really strong with the technical tools people use to win elections. About midway through the book it starts to give really vague overviews of public relations tactics. I can't recall the book mentioning anything about brand image, which in my opinion, is very important to any campaign. I would recommend buying this book with, Making News by David Henderson, The Boston Consulting Group on Strategy, Public Relations by Bernays, and a good text on branding and brand management.
Book Description
A practical guide on how to run for local political office, covering every aspect of a campaign in chronological order.
Catherine Shaw wrote this practical manual on how to run for local political office after ten years' experience in campaigns, including successful runs for Mayor of Ashland, Oregon (her current position). The book covers every aspect of a well-managed local campaign: choosing a staff, laying out advertising, organizing volunteers, fund raising, precinct analysis, canvassing, and use of the media. Included are a variety of sample worksheets-volunteer sign-up sheets, fund-raising activity cards, voter canvass sheets-designed to help first-time candidates work more effectively. The Campaign Manager: Running and Winning Local Elections is a must for local political candidates and their staffs.
Customer Reviews:
Very good book for campaigns in the US.......2007-06-02
Must of us have no clue at all what it means and what is involved in the organization of a political campaign. This book is a bible to run a campaign or to be a manager for one. It goes from the initial thinking that needs to be done before a candidate even considers running to what are the final steps when the campaign is through. Every step of the process is covered. It is really an amazing book. The only caveat that I would point out it is its strong focus on US campaigns, thus if you are not American and are thinking about campaigns outside the US this book will not cover foreign issues and also it may bias you. I.E. In other countries politicians do not raise funds in events where people go to hear them, on the contrary, many politicians especially in Latina America try to provide incentives for people to go to their speeches (of course this is controversial) and the book for example goes into this kinds of fundraising, that do not happen outside the US. In general however, it provides an excellent framework for a very organized and focused campaign.
Good but a little dated - hope the 3rd edition is better.......2007-05-27
Catherine M. Shaw provides a plethora of information on running a campaign for local office. I have read four or five books on the subject, and this one is probably the best - certainly the most thorough! There are two flaws, however: 1) Ms. Shaw's recommendations are very low-tech. She advises you to set up various notecard systems, etc., that could be much more easily handled with computer software. Using the web, blogs, etc. isn't really mentioned at all. 2) From my experience, Ms. Shaw's expectations for masses of volunteers is a little (LOT!) more than the average candidate can really hope for. Maybe if you live in a politially astute area of the country like Portland, but for us folks in the mid-west, getting even two or three volunteers for a state house campaign (of an incumbent!) is quite an accomplishment. Her recommendations assume you'll have an unpaid staff of 10, 20 or more. Still, even with these flaws in mind, this is a pretty good guide. I recommend it.
Excellent Resource.......2007-05-23
I work in Professional Politics, and I absolutely love this book! It gives you a vast amount practical advice about running a political campaign. I describe it in my listmania list as "Pure Gold." Goes over everything you need to know about a local election. Even good a primer when working on a federal level race.
Awesome Book.......2006-08-25
As a rookie campaign manager for a tax levy that was already defeated once, I needed to learn and learn fast. That's what this book helped me do. I've practically worn out some sections refering back to them time and time again. We are just entering the actual campaign, but I feel very confident with my campaign plan, and I am ready.
I highly recomend this book to any rookies out there!
GET This Book.......2006-07-17
This book is absolutely fabulous. If you are even thinking about running for office (at any level) or working on an issue-based like a school bond, GET this book. It's written in clear language for those of us who are not political nerds. It also has tons of good examples.
Book Description
Get Out the Vote! Is a practical guide for anyone trying to mobilize voters or organize at the grass roots. Unlike authors of other campaign advice books, Donald Green and Alan Gerber root their work firmly in rigorous science. Their recommendations emerge from thorough experiments conducted in real electoral settings, examining the impact and effectiveness of door-to-door canvassing, telephone calls, direct mail, and other campaign tactics.
Since 1998 the authors have conducted research in over a dozen states, studying a wide range of federal, state, and municipal elections. Their book connects theory with practice, informing campaign professionals and local organizers as well as students of electoral politics. They discover that many GOTV tactics used by campaign managers and political consultants are less effective than is often believed. The authors, relying on rigorous and systematic research, challenge much of the conventional wisdom about what works and what doesn't in the political campaigns.
The authors' applied form of political science has won acclaim from scholars and earned the attention of campaign professionals and journalists. This book presents their result for a non-academic audience interested in putting campaign research into practice, and the findings will be surprising to many. Get Out the Vote! will help both consultants and the candidates who use their services better understand the efficacy of campaign methods. It is essential reading in an age of electronic communication, professional electioneering and voter apathy.
Customer Reviews:
Finally: Facts instead of guessing.......2007-05-12
This small book does not much, but it does, what it claims, and it does it in a scientific manner. After pointing out the importance of voter mobilization, Donald P Green gives an overview of five commonly used ways believed to increase voter turnout: Door-to-Door Canvassing, Leaflets, Direct Mail, Phone Banks and Electronic mail.
For the ones used to local campaigns (even outside the us), nothing of this is specifically new. Green however backs his claims about the influence of any of the five ways to increase voter turnout by more or less robust field research results. So he delivers facts (or at least probability...) instead of guessing. This is what makes this small book an outstanding one in comparison to many "campaign manager manuals" which commonly end up telling a bunch of anecdotes about past campaigns.
Invaluable book for campaign workers.......2006-07-27
This book is very important for campaign workers for the simple reason that it provides statistical proof of "common sense" assumptions about campaigning. Perhaps more importantly, it also demonstrates to first time candidates & campaign workers that some highly-touted gimmicks DON'T work and are a waste of money. It seems to me well worth the price of the book to know how not to waste a campaign's time & money.
Getting People to the Polls Takes Effort.......2004-10-24
Surprising conclusions...except, not really.
It is good that some of this stuff has worked out, but a lot of it could be articulated by most people who spend time on GOTV. Political contact works better the more it is like a face-to-face conversation about information relevant to the person's life.
Hence, door-to-door canvassing is the most effective. Not surprising.
Phones come in second. Not surprising.
The more conversational and informational the phone call is, the more effective is. Still not surprising.
But this book is also a somewhat daunting reminder of just how difficult a good GOTV effort is. Virtually every one of their models pans out to about one additional voter for every hour of voter contact. Boy am I looking forward to next weekend.
For anyone striving to mobilize voters.......2004-06-08
Also available in a hardcover edition, Get Out The Vote!: How To Increase Voter Turnout is a no-nonsense guide for anyone striving to mobilize voters. Written by two professors of political science and experts on political campaigns, elections, and research methodology, Get Out The Vote! covers such motivating means as door-to-door canvassing, leaflets, direct mail, phone banks, electronic mail, and more. Written to be as useful for non-specialist general readers striving to motivate a grass-roots political campaign as well as a seminal instruction guide to political experts planning to win a large-scale race, Get Out The Vote! offers a wealth of solid, easy-to-understand wisdom straight from the horse's mouth.
The first real measurement of what works in GOTV.......2004-04-30
Donald Green and Alan Gerber have done something that political professionals have failed to do. They have actually measured what works and does not work in GOTV. The results are sobering, enlightening and, above all, invaluable to any campaign manager who wants to get the most from his campaign dollars.
Average customer rating:
- Since resources are scarce - try this one for sure ...
- A Must Read for Global Web Marketers
- Globalization How-to (and How-not-to)
- globalization beyond personalization
- DePalma Moves From Theory to Practice
|
Business Without Borders: A Strategic Guide to Global Marketing
Donald A. DePalma
Manufacturer: Wiley
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ASIN: 0471204692 |
Book Description
Praise for Business Without Borders
"Don DePalma has provided us with the most comprehensive guide for corporations to compete in the era of globalization. Business Without Borders is an outstanding contribution to managing in the global era, with practical information on the skills and knowledge needed to become an effective player in the global marketplace. This is a must-read for managers who seek to lead their corporations in the knowledge-based economy."
-Abbas J. Ali, PhD, Executive Director of American Society for Competitiveness
Professor and Director
School of International Management
Indiana University of Pennsylvania
"Don goes head-on at one of the most difficult challenges facing large corporations-and comes up with fresh, actionable advice. It's clear that the next economic war will be fought on the `Eighth Continent'-this book reveals the strategies that will win the coming battles."
-George F. Colony, Chairman and CEO
Forrester Research, Inc.
"Now more than ever, managers need to make a strong business case for targeting global markets. Don DePalma writes from first- hand experience with dozens of companies, and he expertly weighs the challenges and the benefits of `going global.' Business Without Borders provides essential insights and analysis that will help any size corporation craft a rewarding international strategy."
-Mary J. Cronin, PhD
Professor of Management, Boston College
Download Description
Features examples of global initiatives by well-known companies such as AOL, Bertelsmann, Coca-Cola, and United Airlines.
* Written by two leading consultants with an in-the-field perspective.
* Explains how to utilize technology to globalize a business.
Customer Reviews:
Since resources are scarce - try this one for sure ..........2003-06-17
The Guiding Principle for Going Global Online
A solid piece of work, highly recommended to anyone who must understand how to develop a successful global Internet business. De Palma comes with an ace pedigree, widely respected, coming out with "customers are three times more likely to buy from websites in their own language", an industry standard mantra.
De Palma hits key areas, highlighting best practices of the market leaders and their global websites and systems. For once, we have web-based globalization ("Marketing and Selling on the Eight Continent") analysed within a business context. If only pets.com had read this book ...
Content is extensively researched. Case studies are made; corporate budgets, marketing plans, infrastructure, etc., are dissected. Plenty of practical examples, including the names we're all familiar with for the right reasons (eBay, etc.) and the wrong reasons (boo.com et al) too.
If you're in the business of expanding your markets through the web this is the book for you. Increasingly, "E-Commerce" is less dependent on the US ($600 billion worldwide versus $850 billion in the US estimated for 2003). If you want to grow your business, look outside your own borders.
De Palma shows how a successful web business deals with "big issues": Education about global and local markets; planning for international web business; implementing technology and translating into foreign languages, organizing people and resources and, crucially, measuring the return on investment. Of course, parts of what he says applies to international business in general, so don't think this book is just for the web-literate.
The tone is pragmatism. De Palma is realistic about the planning and management of a global web business (it does NOT mean translating into every language under the sun). Much to his credit, he provides valuable information on areas that competing titles duck to avoid, e.g., international tax, contractual and legal requirements - and provides good advice for staying out of trouble.
A technical foundation is included. This isn't a book for techies, but it does educate the executive and student audience about implementing globalized web technology. Experts will contest his comments on TMX, Machine Translation and Unicode, however, the rest of the technical stuff is sound (no "did you know that they have different shaped mailboxes in England?" nonsense).
De Palma, throughout the book, underpins his thesis with the need for a Chief Globalization Officer (an executive to champion web globalization in a company). You can cringe at Grand Poo-Bah titling redolent of dot coms, but fair enough, it does underline the critical importance of bringing globalization issues to senior management attention. Basically, if you're not getting the message through to board level, your enterprise will remain a beggar at the globalization banquet.
In sum, you can take this book as The Guiding Principle for Going Global Online. Recommended to seasoned executives, students of international commerce and technology, globalization gurus and the plain interested. OK, we know business book sales are down 30% since the end of the 1990's. So, if you're going to buy one, buy this one.
A Must Read for Global Web Marketers.......2003-06-11
Hats off to Mr. DePalma! As a long-time marketing professional who has grappled with trying to help upper management "get" the importance of the web as a co-equal channel within the marketing mix-particularly as it relates to drumming up business globally- "Business without Borders" delivers the information and strategic paths that any business thinking of going global needs to know and understand. I highly recommend this book to anyone who already is engaged in doing business overseas or is simply thinking of doing so; "Business without Borders" delivers comprehensive "glocalized" web marketing strategies and important lessons learned for everyone.
Globalization How-to (and How-not-to).......2003-06-09
DePalma has produced a detailed, well-reasoned tour de force for companies who need to act on the globalization imperative. He touches on every aspect of the globalization process, including target market analyses, localization, internal corporate issues, and much more. Even companies who are well along in their efforts to operate globally (in every sense of the word) could learn a thing or two from DePalma's book.
He personalizes what could easily become a dry subject by regularly invoking a fictitious model protagonist named "Mira Vozreniya" - meaning "world view" in Russian (with tongue planted firmly in cheek) - to guide the reader through the intricate and complicated process of taking products global. His approach is hands-on, with many summarizing charts, tips, data points, and tools for would-be globalizers. And he spends significant time on the 8th Continent and web-related issues, in the process dispelling many a myth about the instant globality of a web presence. The book is filled with real-life examples of what to do and what not to do to be successful globally.
I heartily recommend this book to anyone who is, or soon will be, involved in the massive undertaking that is globalization in a corporate environment. There is a great deal to digest in DePalma's book (dare I say, too much?), but if companies implement even a fraction of what he lays out, they will do well for themselves.
globalization beyond personalization.......2003-06-09
Having spent too many years of my professional career on personalization, I picked up this book to find out the personalization angle in e-business globalization. The author didnot disappoint me as the book succintly describes globalization as full-context personalization. However, the book is much more than this viewpoint. Mr. DePalma makes the business case for e-business globalization, and gives concrete steps for planning, implementing and measuring a globalization strategy. I liked both the content and its presentation. First, the author has a knack for getting to the gist of an issue such as 3 P's of global marketing. Second, the presentation is very precise with the right amount of details such as the elements required for correct language representation from scripts to encoding methods. Third, the material is action oriented as the example for when to use machine translation vs. human translation. Well done!
DePalma Moves From Theory to Practice.......2003-06-05
This book is as pragmatic and current as I have ever seen. Depalma takes the concepts and current challenges associated with international commerce and provides practical guidance for anyone seeking to start or improve their worldwide practice.
Well worth the time and money!
Book Description
For the first time, leading political scientists and experienced campaign professionals have come together to consider the nuts-and-bolts of American campaigns and elections in conjunction with academic theories and research. With new and revised essays throughout, this volume provides a real education in practical campaign politics. Academics and campaign professionals describe the innovation and reality of election campaigns as they have evolved over time to culminate in the phenomena of the new town meetings, bus tours, talk radio, infomercials, and focus groups. Campaigns and Elections American Style: Second Edition shows how campaign themes and strategy are set, how they are communicated, how advanced campaign tactics are used, why mobilizing volunteers is essential, why early campaign money is worth more, how to get the media to cover a campaign without paying for it, and how to use focus groups, survey research, and media to win elections. Offering a unique and careful mix of Democrat and Republican, academic and practitioner, male and female campaign perspectives, this volume scrutinizes national- and local-level campaigns through the 2000 and 2002 election cycles. Students, citizens, candidates, and campaign managers will learn not only how to win elections, but why it has become imperative to do so in an ethical way. Perfect for a variety of courses in American government, this book is essential reading for political junkies of any stripe and serious students of campaigns and elections.
Customer Reviews:
Academic Look at Campaigns.......2001-04-03
Not a bad book. Thurber presents American campaigns from an academic perspective in describing how they operate and how they have changed over time.
This is less of a practical or "how to" book than a descriptive treatise on campaign practices. It is valuable in introducing the reader to the why's and hows of modern campaigning in America. A person who is looking for a guide to organizing their own run for local office will find this book interesting, but will want to supplement it with one of the many more practical books on the subject...I'm teaching a course in elective politics at the University of Pennsylvania's Fels Center of Government. This is one of the required reading books for the course and is also used by some other teachers in the field at colleges and universities around the country.
A good book to read...!.......2000-06-22
I'm a university student in Taiwan.The book has been translated in Chinese,and I've read the book.In the beginning,my professor suggest me to read it,then I did it.The book is really helpful to people to understand how's the campaigns & elections going on!
A good book to read...!.......2000-06-22
I'm a university student in Taiwan.The book has been translated in Chinese,and I've read the book.In the beginning,my professor suggest me to read it,then I did it.The book is really helpful to people to understand how's the campaigns & elections going on!
Nice Text Book!.......1999-03-05
I'm a graduate student from Taiwan. I study in Graduate Institute of American Studies of Tamkang University. My professor wants each of us to have this book and read it closely. Although I haven't got the book yet. But according to my professor's recommendation. I think this should be a very good book to understand how election won.
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- The Simplest Path to Personal and Planetary Awakening, Step One: FREE YOUR MIND: 10 Keys for Unlocking Your Personal Potential, Achieving Spiritual Awakening, ... of Humanity's Ultimate Cosmic Destiny
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