Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition.
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition.
Breakthrough NONPROFIT BRANDING At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs.
Breakthrough NONPROFIT BRANDING At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs.
A fresh step-by-step guide for identifying your nonprofit's planned giving prospects and inspiring them to give generously Donor-Centered Planned Gift Marketing helps nonprofit organizations move beyond traditional marketing techniques that have historically yielded only modest results and reveals how putting the focus on the donor can produce the best outcomes for all.
A fresh step-by-step guide for identifying your nonprofit's planned giving prospects and inspiring them to give generously Donor-Centered Planned Gift Marketing helps nonprofit organizations move beyond traditional marketing techniques that have historically yielded only modest results and reveals how putting the focus on the donor can produce the best outcomes for all.
Pricing on Purpose explores the importance of pricing, one of the four Ps (product, promotion, place, and price) of marketing, that is largely ignored in business literature.
A direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing Now in a Third Edition, Mission-Based Marketing is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world.
A direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing Now in a Third Edition, Mission-Based Marketing is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world.
Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day.
Working for nearly thirty years with and for leading companies including Citigroup, American Express, Epsilon, Apple, and Fidelity with notable political and not-for-profit campaigns along the way Steve Cone has the kind of hard-earned, high-level experience that translates into valuable, tested ideas on what really works and doesn t in marketing.
Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day.
Working for nearly thirty years with and for leading companies including Citigroup, American Express, Epsilon, Apple, and Fidelity with notable political and not-for-profit campaigns along the way Steve Cone has the kind of hard-earned, high-level experience that translates into valuable, tested ideas on what really works and doesn t in marketing.
Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers?
Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers?
Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself.
This book reveals the Secrets to Service Success by analyzing four service companies that grew from small beginnings to the leaders in their industries.
Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone.
In this lively and readable book, the authors argue that in recent years far too much has been made of customer satisfaction, and that this has come at the expense of hard-edged consumerism.
Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of "e;workouts"e; that analyze the fundamental reasons behind the success of brands across a range of business areas.
Although 70% of the customer's decision to buy is based on how they are treated as people, few ornganizations have recognized its importance as well as understanding how to implement the "e;human touch"e; art as a science.
This book describes a marketing and design approach called "e;total design,"e;which is about not only making but marketing and promoting a good or service both successfully and profitably.
Islamic Branding and Marketing: Creating A Global Islamic Business provides a complete guide to building brands in the largest consumer market in the world.
Islamic Branding and Marketing: Creating A Global Islamic Business provides a complete guide to building brands in the largest consumer market in the world.
How to Improve the Return on Your Social Marketing Investment This book more than adequately covers this increasingly important topic, as social media begins to take its rightful place on the center stage of not just marketing but a number of business disciplines.
How to Improve the Return on Your Social Marketing Investment This book more than adequately covers this increasingly important topic, as social media begins to take its rightful place on the center stage of not just marketing but a number of business disciplines.
This book is a complete sales and negotiating guide for mainland China and includes practical and measurable techniques that have been tested and proven to work with Fortune 500 companies operating in the 'Middle Kingdom'.
This book is a complete sales and negotiating guide for mainland China and includes practical and measurable techniques that have been tested and proven to work with Fortune 500 companies operating in the 'Middle Kingdom'.
