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
A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling book, Marketing Management.
A four-part organization covers understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. Readers will be able to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks.
For anyone interested in the field of marketing—and its relationship with the consumer.
Customer Reviews:
Excellent condition - textbook with library binding.......2005-09-18
The book arrived swiftly and in excellent condition. I did not know what to expect for the library binding, but I have been very happy so far. It is a plain hardcover with a piece (color) of the original softcover professionally glued to the front. The content is exactly as it should be. Much better durability and great quality. Smooth transaction process, no snags and no problems.
It's good, but the discribution of it should be more specific.......2005-09-06
Actually, it's an international version.
Therefore,the saler should mark this on his or her remarks.
A Framework for Marketing Management, Second Edition.......2005-07-07
I ordered this book over 1 month ago - I have NOT received it yet. I am wondering what happened.
Great!.......2005-07-07
As always, College Books Direct delivered quickly, with no problems. Keep up the good work! You will continue to have my business.
-J
A very good marketing book..........2004-03-20
This is a very good book for those that don't have a marketing background. It is relatively short and concise, which made it a quick read. I has most of what is in the larger book (the reference style book), but really does a good job of condensing the material. This is one that I will keep, as it acts like an 800 page reference book, just smaller.
Book Description
For advanced undergraduate and MBA courses in Supply Chain Management.
This book brings together the strategic role of the supply chain, key strategic drivers of supply chain performance, and the tools and techniques for supply chain analysis. Every chapter gives suggestions that managers can use in practice and all methodologies are illustrated with an application in Excel. Fully updated material keeps the book on the forefront of supply chain management.
Distribution networks (Chapter 4); Sourcing (Chapter 13), discusses different sourcing activities including supplier assessment, supplier contracts, design collaboration, and procurement; Price and revenue management (Chapter 15); Early coverage of designing the supply chain network—after developing a strategic framework, readers can discuss supply chain network design in Chapters 5 and 6 and then move on to demand, supply, inventory, and transportation planning; Information Technology in the Supply Chain (Chapter 17).
For business professionals managing the supply chain.
Customer Reviews:
A good solid supply chain basics book.......2006-05-23
We use this book for supply chain training to new entrants at our firm. It is quite a good supply chain basics book - covering the topic in all its breadth. the coverage is perhaps a slightly less strategic and more technical than our needs - but that is understandable given the background of one of the authors. However, to be fair, it is the best book that we have found on supply chain management to get the people up to speed on the basics.
Price too high.......2004-08-25
What I got was a second Indian Reprint, it costs around $4 in India, but I had to pay around $35 (shippment not inlcuded in this amount)! What an arbitrage!
Good reference material for practitioners.......2003-02-17
I found this book to be a great source of reference for managers. It is not really a good teaching source, as I thought it already starts with a fair amount of assumed previous knowledge and jargon.
The sections that are most well developed are the ones on inventory management and transportation logistics, where I found examples that were directly applicable to situations I encountered in a retail environment. The portion on forecasting was not as useful, and the part on e-business seemed somewhat contrived. Overall, this is the best reference I have found that does not require a heavy amount of mathematical familiarity.
Excellent book overall but..........2003-01-08
I refered and used this book in 2 grad level courses. The first was a business school course on SCM (with an above average quantitative focus for a B-school course) and again for a fully quatitative SC Engineering course. While I was initially very impressed with the book, using this over 2 semesters has raised a few gripes.
For the qualitative issues on SCM {make no mistake, these 'fluff' aspects are very important} there is no other equal. Chopra and Meindl do an outstanding and comprehensive job. They also bring out the importance of using scientific, quantitative techniques for SCM. This however is where my gripes start.
Having brought out the importance of quantitative tools for use in SCM, they do only a moderate job on explaining these tools. For example, the chapter on forecasting (only the most simple and commonly used models are explained) is unnnecessarily complex and confusing. The topics covered are adequete but need revision. Treatment of inventory management also could be more detailed and better explained.
This is an excellent book but for more comprehensive learning (if you want an understanding of the quantitative aspects too), I think this book needs supplementing (say with course notes) or another book like "Modeling the Supply Chain" by Shapiro.
Peter Meindl - The Godfather of modern supply chain mgt.......2001-11-27
Written by one of the leading minds in the field, Peter Meindl of I2 technologies has a lot to teach. This is an excellent text and as a fellow Dallas/Ft. Worth resident, I would enjoy meeting him. If you are an MBA student with a concentration in Operations Management, this text should be required.
Meindl, a management team member of I2, has helped develop I2 into the undisputed champion in enterprise software. While SAP may have the market share with their archaic DOS based application, I2 has windows functionality and everything that matters. They have raised the bar with their supply chain knowledge, leading solutions, and collaborative knowledge in supply chain strategy. This text will give you a big step forward in becoming a Supply Chain leader.
Book Description
A new revision of the successful guidebook for novice consultants
Getting Started in Consulting, Second Edition provides practical solutions and proven strategies for launching a consulting business. Readers will learn how low overhead and a high degree of organization can translate into a six-figure income working from a home office. The book also offers key information on how to finance a consulting practice, how to write proposals, how to set up billing and bookkeeping, and more. A new chapter also explains how to get started quickly for those who can't wait to generate cash flow or those who have a cash reserve they are immediately willing to commit.
Alan Weiss (East Greenwich, RI) has consulted with hundreds of organizations around the world, including Mercedes-Benz, Hewlett-Packard, Merck, and the Times Mirror Group. He lectures widely and is the author of 12 books.
Download Description
A new revision of the successful guidebook for novice consultants
Getting Started in Consulting, Second Edition provides practical solutions and proven strategies for launching a consulting business. Readers will learn how low overhead and a high degree of organization can translate into a six-figure income working from a home office. The book also offers key information on how to finance a consulting practice, how to write proposals, how to set up billing and bookkeeping, and more. A new chapter also explains how to get started quickly for those who can't wait to generate cash flow or those who have a cash reserve they are immediately willing to commit.
Alan Weiss (East Greenwich, RI) has consulted with hundreds of organizations around the world, including Mercedes-Benz, Hewlett-Packard, Merck, and the Times Mirror Group. He lectures widely and is the author of 12 books.
Customer Reviews:
Not in agreement with other reviewers.......2007-10-14
I read the first 40 pages to verify my initial reaction toward this book: namely, the author is pompous and patronizing to his audience. He treats his readers as though they have few brain cells. Moreover, he frequently mentions the word "ego" as if this is the primary reason why people enter consulting (i.e., to feed theirs). It's certainly not mine. After reading to page 40, I jumped ahead to Chapter 8, Establishing Fees, which provided useful information. I plan to move on to other books that are outside the box re: consulting...and that don't insult my intelligence.
My All Time Greatest Book On Consulting.......2007-09-08
This is the book that finally made it "click" for me.
I have bought copies for those I have coached and mentored and have seen them start right and quickly realize success for themselves.
A great book that should grace the bookshelf of any person just starting out.
To make it work you should be ready to work and actually use the tools and strategies provided.
Solid Advice from an Experienced Consultant.......2007-08-24
This is the best read on consulting I have come across! The content is applicable to any consulting practice regardless of industry focus. The concepts in this book do require that you have an existing understanding of the industry and business environment you plan to work in but that should be considered a given if you are looking to call yourself a consultant anyway. If you can't get your practice up and running based on the detailed step by step processes discussed in this book nothing can help you! Buy it, read it, live it!
Excellent guide for beginners.......2007-02-23
This is a very well-presented guide for anyone who is considering getting into consulting as a full-time business. It lays out the basic requirements and points you toward resources, but it does not contain detailed guidelines and legal advice, if that is what you are looking for.
Excellent Guide for the Beginning Consultant.......2006-10-21
It is easily the best I have read on the subject.
For most beginning consultants, the major problem is the marketing of our services. Closely following is gaining the confidence to charge what our services are worth. In these two areas and more, Dr. Weiss book provides specific and detailed advice. Emphasising the relationship centred nature of the consulting profession, he insists, and I think most practitioners' experiences bear him out, that you must make the sale "conceptually" before you can hope to successfully make it in fact, in a manner that leaves all parties satisfied. In presenting your proposals, Dr. Weiss advices that you provide outcome based options, so that your prospect asks himself, "how should I use Alan?" rather than "should I use Alan?" which is what a single option proposal with time based fees will likely elicit.
I wish I had discovered Alan Weiss' books five months ago. A prospect had called me out of the blues for a consulting assignment. When I got to his site for preliminary discussions to understand the points of pain and scope the project, he handed me over to a subordinate. With no opportunity to build a relationship (a mistake), it is no wonder that when I presented my $20,000 proposal which provided no options (another mistake), the prospect immediately asked for a 30% discount. Not wanting to give the impression that my figures were pulled out of a hat, I pushed back and offered an 18% discount instead. The prospect is yet to commit.
==========================
Fast forward two months. The client earlier referred to saw an article I'd written that touched the nerve of the issues facing his business and invited me back for a discussion. Then he again asked for a proposal. This time I offered three options, ranging from 30% to 80% above my original proposal. He chose the most expensive, negotiated it down (the final figure was still a full 50% above the original proposal). We commenced work on the project in December.
Book Description
Emphasizing change and innovation in the 21st century, Strategic Marketing Management offers comprehensive coverage of current concepts and a variety of timely cases. Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features a new integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments—from product, service, consumer, business-to-business, and commercial to non-profit marketing. A number of cases focus on social responsibility issues and provide an in-depth examination of individual decisions instead of just a simple overview of events.
Helpful Chapter Summaries allow students to both preview major concepts before reading each chapter and review key ideas afterwards. Figures and tables throughout each chapter highlight important points and serve to further illustrate the material. New mini-cases offer more choices for flexible casework in and outside of class and the new Marketing Plan appendix can be assigned throughout the semester—both features reflect the authors' increased focus on critical thinking and application-based learning. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios, and end-of-chapter Study Questions act as a springboard for meaningful class discussion and test how well students have mastered the material. In addition, a convenient marginal glossary allows students to quickly review definitions as they read, providing immediate reinforcement of important terms.
- New! Dynamic topics include globalization, emerging technologies, the information age economy, and changing managerial hierarchies and organizations, as well as ethical, social, and environmental issues.
- New! All boxed inserts have been replaced or updated to remain current. Each chapter includes the following boxes: Innovate or Evaporate, Marketing and Entrepreneurship, Managing Change, Marketing in the Global Village, Its Legal But Is It Ethical?, and Marketing in the Information Age inserts.
- New! Mini-cases with exercises, called Marketing Management in Action: Closing Case, now appear at the end of each chapter and illustrate the real-world application of key concepts by allowing students to practice making decisions based on what they have read. These shorter cases can easily be assigned for homework by instructors who need a concise alternative to the longer and more involved cases at the end of the textbook.
- New! All chapter-opening vignettes are either new or updated, and profile actual companies to demonstrate the relevance of chapter content.
- New! A Marketing Plan Appendix reinforces the text's overall strategic focus by providing students with detailed, step-by-step guidelines on how to create a complete marketing plan.
- New! Over 50% of the cases are entirely new to this edition and profile a range of companies, including Phillip Morris, Inc., Target, Nike, and America Online. The Instructor's Resource Manual features extensive notes on each case to help instructors facilitate class discussions.
Customer Reviews:
Useless!!!.......2007-04-15
First and foremost, be aware if there are any reviews referring to "textbook", they are not for this "Cram 101 Textbook Outlines" which is supposed to be a textbook companion.
"Cram 101 Textbook Outlines" is useless!!! This is nothing but a bunch of glossary. And a half of the book is blank for writing notes. What a rip-off!!!
There's no outlines at all. No chapter summaries, no
explanation of concepts. Totally useless.
I have used "Collins College Outlines" series (I rate them 3 stars) and "Barron's Business Reviews" series (I rate them 5 stars).
Never buy any of "Cram 101 Textbook Outlines" series.
Technical notes: "Cram 101 Textbook Outlines" is POD (Print on demand). No wonder quality of printing is inferior (Looks like a xerox copy). And priced too high for this quality. For those who are not familiar with publishing industry--POD is used for ultra small quantity less than 100 copies. This is a telltale sign that book is not expected to sell minimum quantity (usually 3,000 copies) that commercial publisher is willing to
commit to publish. Simply put, POD means inferrior and
overpriced books. A work of amateur
Amazing Strategies.......2006-08-04
Well for starters, i had thought that the book will be a drag like all the other marketing stuff,but when i actually got reading through it i realised that it is very interesting. The authors clear all the concepts of marketing so clearly, that once u finish a chapter, it is kinda engraved in ur mind,and this is possible because of all the great examples that they give in addition to the start of chapter case and end of chapter case. The cases at the beginning and the end are the kind that other authors must def try and include in their material. They start of with a case that explains you what happenns with a company and then they explain the concepts in the chapter adn the end case permanently fixes the concept in your head..Overall a great Read!!!
highly recommended
Book Description
The comprehensive guide to writing, publishing, and selling for the ever-expanding and always exciting children's market-now in a new and updated second edition.
€ Includes new chapters for illustrators, on submissions, portfolios, art directors, and more
€ In 2001, children's book publishing was a $1.8 billion market
€ Offers practical advice on getting started, plus the basics on writing-and selling-books that kids will love and parents will buy
€ Very few books on this topic provide specific information by experts
€ Covers picture book, juvenile, and young adult markets
€ Includes sample queries and proposals for most types of children's fiction
Download Description
The Complete Idiot's Guide to Publishing Children's Books by Harold D. Underdown and Lynne Rominger invites novices into its pages with plenty of white space, clearly labeled sections and humorous line drawings. Sidebars offer ""Vocabulary List"" words with definitions of industry lingo (such as ISBNs); ""Stories from the Playground,"" with practical advice from published pros; and ""Can You Keep a Secret?,"" with hints on a range of topics, including how to approach an editor at a conference and how to ""write using active rather than passive constructions whenever you can."" Copyright 2001 Cahners Business Information, Inc.
Customer Reviews:
Extremely helpful.......2007-09-09
Haven't finished reading The Complete Idiot's Guide to Publishing Children's Books but, I have found it full of good and helpful hints and suggestions.
I would recommend it to any person trying to break into the field of writing books for children.
Publishing Children's Books.......2007-05-19
This book provides you with a step by step guide on how to publish children's books. It's a valuable resource for the children's writer, and gives some great ideas on how to ready your manuscript for publication.Woman Reclining
Detailed Info.......2006-08-28
Very detailed and necessary information for those interested in writing and publishing a childrens book. A wealth of information available at your fingertips 24/7. I would definitely recommend this book for those who are contemplating becoming involved in the childrens book industry.
Please don't speed-read his one........2006-03-17
This book answers questions we never thought to ask. No doubt editors everywhere will be pleased to read submissions that have followed these sugestions. Could be sub-titled "Reduce Rejction Slip Clutter". Please don't speed-read his one.
Good Idiot Book.......2006-03-09
Enjoyable reading, with great ideas, positive message that if you really want to publish, you can do it!
Book Description
In this updated edition of Developing Successful Sport Sponsorship Plans, internationally renowned sport marketing professor David Stotlar takes you inside some of the most lucrative sport organizations to explain how to build a sponsorship plan that works. Drawing on his marketing experience and an understanding of the sport industry that can only come from an insider, he provides the specific issues to consider, the essential questions to guide your thinking, and the right exercises to help you develop and implement a sponsorship plan that is beneficial to both program and sponsor, including fully updated analyses of the latest sponsors and athlete endorsements, as well as a new "Best Practices" section to conclude each chapter. With this latest edition of Developing Successful Sport Sponsorship Plans, students as well as professionals can use this definitive, well-tested protocol to construct their own successful sponsorship plans.
Book Description
In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.
Customer Reviews:
Relevant, pertinent and talented book!.......2007-09-03
A talented copywriter who knows what is talking about. No theory only, but also good samples of work.
He follows the Bill Bernbach paradigm - "The truth isn't the truth until people believe you... and they won't be pay any attention unless you say things imaginatively, originally, freshly"
Very, very good for people interested in writing great ads.
I still have some pages left to read.
Love it so far.
Great Tool.......2007-08-22
Not much to say since this was purchased for my son as one of his text books for school. He thought it was very helpful.
C for effort.......2007-01-05
There are much better books out there on this subject.
It was interesting in parts but it's usefulness was questionable.
More opinions than facts with little in the way of proof of results.
A guide to life in an ad agency.......2006-09-05
Luke Sullivan is a veteran copywriter who provides concrete advice on almost everything related to work in the advertising industry. Though much of the book revolves around his specialty, copywriting, Sullivan offers lots of practical advice on a range of topics like getting into advertising, the realities of working at an agency, developing TV and radio ads and dealing with clients.
In my opinion, the opening chapter is the only weakness of this book. Here, Sullivan takes aim at "...virulent strains of vapidity..." such as P&G's "Mr. Whipple" campaign for Charmin. Though he acknowledges that this campaign helped Charmin establish its number one position in sales over the previous market leader, Scott tissues, Sullivan feels that "as an idea, Whipple isn't good."
Whipple might not have won accolades from the industry, but as the legendary William Bernbach is quoted as saying later in this book, the job of advertising "... is to sell our client's merchandise...not ourselves." The purpose of advertising is building brands and increasing sales. Like it or not, this is why clients hire ad agencies. In any case, the chapter is only 15 pages long, so it doesn't take too much away from the book.
Aside from the "pre-ramble" in Chapter 1, this book contains many useful ideas and suggestions to help future professionals and even seasoned veterans in the industry.
a creative writing students holy bible........2006-06-29
I'm a senior at FSU, and I read this in order to prepare myself for the creative side of advertising/ portfolio/grad school. It was on the recommended reading for more then one of the top ad schools. Originally, I found it thru the VCU website. I have to say, that as a creative writing student, I barely get any kind of advice on the advertising world. This book, was phenomenal for several reasons. First and foremost,I learned what I consider to be a great deal. Secondly, and most importantly, I laughed the entire time. Luke Sullivan is a fantastic writer, whom I feel lucky to have stumbled upon his book. I believe anyone can benefit from this easy read. It has helped give me a a great overview. On that note, I was wondering if there was a way to contact him? I'd love to pick his brain :).
Fantastic book. Wish there were more like it!
Book Description
This book combines thoroughly field-tested knowledge delivered in a carefully developed step-by-step format. Both the manager and student will be able to build understanding and a key account by the end of it.
By analysing how key accounts really work in detail the authors create the tools that the reader will need in the marketplace. Equally it gives a clear picture of why KAM must be an important element of the corporate strategic plan.
Based on best practice from major companies globally there is no more definitive overview of this critical business to business strategy for sales and marketing managers and serious students in business and marketing.
* Written by one of the world's leading research teams into business-to-business marketing and key account management
* A hands-on approach with exercises and real-life case studies from which to draw insight
* Extensively revised to take in the latest empirical data and research developed from working with some of the world's leading companies
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.
Books:
- Swim with the Sharks Without Being Eaten Alive: Outsell, Outmanage, Outmotivate, and Outnegotiate Your Competition (Collins Business Essentials)
- Tax Havens Today: The Benefits and Pitfalls of Banking and Investing Offshore
- The 22 Immutable Laws of Branding
- The Cluetrain Manifesto: The End of Business As Usual
- The Disappearance of the Universe: Straight Talk About Illusions, Past Lives, Religion, Sex, Politics, and the Miracles of Forgiveness
- The Leader's Handbook: Making Things Happen, Getting Things Done
- The Long Tail: Why the Future of Business is Selling Less of More
- The Long Tail: Why the Future of Business is Selling Less of More
- The Long Tail: Why the Future of Business is Selling Less of More
- The Long Tail: Why the Future of Business is Selling Less of More
Books Index
Books Home
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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
