Proven strategies that make sure your marketing message stands out from the restThe average American is exposed to as many as 5,000 marketing messages per day, so it s more important than ever to create the most effective marketing and advertising campaigns as possible.
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "e;position"e; in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.
More than 6,000 words and phrases that make the difference between "e;yadda-yadda-yadda"e; and copy that sellsLooking for a better way to say "e;authentic?
Thoroughly updated with information on Internet-based PR campaignsThe Publicity Handbook has everything you need to know to win valuable publicity for your product, service or business.
When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business.
Channel management has become one of the most important components of a firm's competitive strategy, with mistakes often costing companies millions--and channel managers their careers.
For college students planning a future, professionals looking to change fields, or anyone who wants new insight into a specific profession, this series offers:Specific information on each professionCareer choices within each fieldInformation on working conditionsDetails on responsibilities, education, and training requiredAnd much more
Strategies for binding customers to an organization--by determining the information they want and giving it to themIn 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications.
ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all.
A step-by-step technique for sparking breakthrough creativity in advertising--or any fieldSince its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity.
In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.
The New York Times-bestselling author shows you how the perfect words can captivate your customers and how your brand can harness the force of attraction.
The never-before-told story of Patron Tequila--the brand that revolutionized an industryHow a billion-dollar business ascended from a forgotten dusty agave field in central MexicoThe Patron Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patron's cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patron single-handedly transformed the face of the liquor industry.
Whether it was a Ginsu knife, George Foreman Grill, Tony Robbins' motivational book, kitchen device by Ron Popeil, or any of the countless other famous products that have been marketed on infomercials over the years, admit it: you or someone you know has bought oneand you're not alone.
Going Wireless delivers the unexpected by showing how wireless is transforming every type of enterprise from micro-businesses to multi-national conglomerates.
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noel Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies.
A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches.
The newest, most successful strategies for landing the sale-based on the latest discoveries in neuroscience and consumer psychologyBrainScripts for Sales Success explains consumer psychology to teach you how to personalize and enhance an approach and use basic, primal responses that are subtle but extremely effective.
An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of GoogledAdvertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media.
In the new media world, advertisers are deciding who you are, how much you matter, and what you see and do The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do.
