The essential guide to seamless product management for today's fluid, unpredictable business worldLong considered the most useful and insightful guide of its kind, The Product Manager s Handbook has been fully revised and updated to give you the edge in today s challenging business landscape.
A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches.
The breakthrough marketing strategy from the world's most innovative advertising agencyOne of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time.
Learn the Secrets Behind World-Class Product DevelopmentIn a world overloaded with new products and services, making a single offering stand out is a Herculean task.
The definitive, maximum-impact guide to using the transformative power of social media as the ultimate competitive advantage About the BookIn The Hyper-Social Company, Ed Moran of Deloitte and Francois Goissieaux of BeelineLabs identify how (and which) social media are fundamentally changing core business processes and the way businesses and customers interact.
The industry standard for 30 years-updated to include the newest developments in digitization and the three screens of videoApply the latest advertising technologiesBuild your brand in every mediumCreate the right budget for each campaignThrough six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners.
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.
A lavishly illustrated history of coca wine and the revolutionary advertising methods that made it a world-wide success *; Follows 19th-century pharmacist Angelo Mariani's interest in coca from medical uses to the development and healing effects of his world-famous coca wine, Vin Mariani *; Explores the botany of coca, how it differs from cocaine, its traditional uses, and early scientific studies on coca from doctors, including Sigmund Freud *; Examines Mariani's highly successful international advertising campaigns, the first to use celebrity endorsements, including testimonies from Pope Benedict XV, Sarah Bernhardt, Thomas Edison, Jules Verne, H.
Step-by-step guide to creating compelling, memorable presentationsA chart that once took ten hours to prepare can now be produced by anyone with ten minutes and a computer keyboard.
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.
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.
The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.
Going Wireless delivers the unexpected by showing how wireless is transforming every type of enterprise from micro-businesses to multi-national conglomerates.
How can the strategic direction for an organization be supported and communicated if planning, and even strategies, are no longer sufficient options in the age of complexity?
