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1. Marketing Management
$13.45 $8.69 list($14.95)
2. The Tipping Point: How Little
$124.06 $65.75
3. MP Marketing with Student CD-ROM
$133.00 $40.00
4. Advertising: Principles and Practice
$44.20 $41.64 list($65.00)
5. The Strategy and Tactics of Pricing:
$22.05 $21.66 list($35.00)
6. Designing Brand Identity: A Complete
$133.00 $45.99
7. Strategic Marketing for NonProfit
$128.95 $39.95
8. Advertising and Integrated Brand
$19.80 $19.70 list($30.00)
9. Storyselling for Financial Advisors
$106.67 $34.13
10. A Framework for Marketing Management,
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11. Hope Is Not a Strategy: The 6
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12. Marketing Strategy
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13. The SPIN Selling Fieldbook
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14. The New Strategic Selling : The
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15. Selling the Invisible : A Field
$145.00 $43.54
16. Marketing Research and SPSS 11.0,
$101.00 $45.00
17. Integrated Advertising, Promotion,
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18. Kleppner's Advertising Procedure
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19. Eating the Big Fish : How Challenger
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20. New Products Management

1. Marketing Management
by Philip Kotler
list price: $135.00
our price: $135.00
(price subject to change: see help)
Asin: 0130336297
Catlog: Book (2002-05)
Publisher: Prentice Hall
Sales Rank: 2674
Average Customer Review: 4.21 out of 5 stars
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Book Description

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action.Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales forceFor marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead. ... Read more

Reviews (34)

4-0 out of 5 stars The "Bible" of Marketing
Phillip Kotler's Marketing Management is the the classic MBA marketing text. It's comprehensive and encyclopedic--that means its not an easy read. Kotler's writing style could be described as a list of lists. Each topic is parsed into its elements and he then recites all possible attributes.

The book has an enormous market share, which means it comes with every possible ancilliary product (for instructors who adopt the book) such as videos and power points. Because Prentice Hall sells so many of this book, they can afford to issue new editions on an accelerated, two-year cycle. The good news from this is it allows them to move with the times (in this edition, they've eliminated all the trivial "Did you know ...?" sidebars that detracted from the seriousness of the last "Millennial Edition." The bad news (from a student point of view) is that you may be forced to buy new, because used copies won't be correct.

However, this is one book that you'll want to keep on your professional library shelves--it's as much a reference as a text. All other marketing texts either derive from Kotler or distance themselves from this book, so you might as well go to the source.

Using a variety of case-study analyses, this "Marketing Management" elaborated on the principal concepts of 21st Century marketing. Post-graduate students, as well as practising professionals will find it useful. Its specialized chapters did their best in ramifying every aspect of marketing. Information is everywhere; although that its versatility led to the boring repetition of strategies.
This book is simple and well-written. It is very good; but in comparison, the "Principles of Marketing", which is cheaper and comes with an attached CD-ROM, (and was written by Gary Armstrong and this same Philip Kotler) offers much more for less money.

5-0 out of 5 stars Marketing Management
The eleventh edition of this bestselling marketing management text reflects the recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all other functions of the business.

5-0 out of 5 stars For teaching
Generally useful and apply to real life situation

3-0 out of 5 stars Broad Focus
Kotler is a name synonomous with marketing. I have several of his books and have enjoyed them very much. It is a broad focus though. It doesn't dig very deep into specific industries of course. If you happen to be looking for restaurant marketing specific book recommendations, there are several at the Quantified Marketing Group website at We have several complimentary restaurant marketing resources and book recommendations there. ... Read more

2. The Tipping Point: How Little Things Can Make a Big Difference
by Malcolm Gladwell
list price: $14.95
our price: $13.45
(price subject to change: see help)
Asin: 0316346624
Catlog: Book (2002-01-07)
Publisher: Back Bay Books
Sales Rank: 266
Average Customer Review: 4.11 out of 5 stars
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Book Description

"Why did crime in New York drop so suddenly in the mid-90s? How does an unknown novelist end up a bestselling author? Why is teenage smoking out of control, when everyone knows smoking kills? What makes TV shows like Sesame Street so good at teaching kids how to read? Why did Paul Revere succeed with his famous warning? In this brilliant and groundbreaking book, New Yorker writer Malcolm Gladwell looks at why major changes in our society so often happen suddenly and unexpectedly. Ideas, behavior, messages, and products, he argues, often spread like outbreaks of infectious disease. Just as a single sick person can start an epidemic of the flu, so too can a few fare-beaters and graffiti artists fuel a subway crime wave, or a satisfied customer fill the empty tables of a new restaurant. These are social epidemics, and the moment when they take off, when they reach their critical mass, is the Tipping Point.

In The Tipping Point, Gladwell introduces us to the particular personality types who are natural pollinators of new ideas and trends, the people who create the phenomenon of word of mouth. He analyzes fashion trends, smoking, children's television, direct mail and the early days of the American Revolution for clues about making ideas infectious, and visits a religious commune, a successful high-tech company, and one of the world's greatest salesmen to show how to start and sustain social epidemics. The Tipping Point is an intellectual adventure story written with an infectious enthusiasm for the power and joy of new ideas. Most of all, it is a road map to change, with a profoundly hopeful message--that one imaginative person applying a well-placed lever can move the world." ... Read more

Reviews (330)

5-0 out of 5 stars Great Insights into Mass Behaviors
Despite an earlier reviewer poo-pooing this book for shallow insights, I beg to differ. This book is a fascinating and original take on what makes people behave in a certain way en masse. Tying together Paul Revere, Hush Puppies and many other very accessible ideas makes this book, that is in some ways very academic, read like a thriller. I read it in three sittings. It has an impact on several levels. One, as a marketer, it gave me insights into how word-of-mouth really works. I'll be experimenting with these concepts for years. Second, as a member of society, I gained insight into why I am pulled this way and that by trends. If you enjoyed this, you'll also enjoy the groundbreaking book by Robert Cialdini called "Influence, the Psychology of Persuasion." It makes some of the same points. Finally, it makes me think that some savvy activists will find some ways to use these principles to start societal epidemics that will ultimately have a positive effect. I believe Gladwell has introduced a concept, "the Tipping Point," that will have a wide-ranging impact on how we view the world and human behavior.

5-0 out of 5 stars Bowled me over.
This book is quite wonderful, and it doesn't surprise me at all that it's getting such solid reviews here. Gladwell writes wonderful pieces for the New Yorker (and elsewhere, no doubt), and the craft of the writing here combines with fascinating material to produce a book for the lively of mind.

What is a "tipping point"? Gladwell shows us how concepts and perceptions derived from epidemiology can provide unexpected, but highly plausible explanations for the transformation of a minor phenomenon into a major trend. Gladwell's examples are diverse, drawn from such apparently disparate worlds as policing, fashion, and medical research, but they work well to create a sense that there's a logic at play in the crazes and fads we see turn into cultural trends.

Obviously, this book would be a good read for anyone interested in forcasting consumer behaviour, and other business concerns. I read it, though, as a person interested in culture and the trends which form the fabric of our waking lives. I read it twice, in fact, because it's very well written, and because I used it to teach theories of information to university students, who also really "got" the book. I find that concepts drawn froom the book return to me in unlikely situations, and that's a true test of non-fiction.

My only complaint? It's not long enough!

3-0 out of 5 stars Esoterica
This is a fun book to read, but the dots remain uncconected.
I much prefer works that are more practical, and guide you directly to where you are going, instead of this very indirect analysis.
Some examples of this direct approach which are exceptionally well done include the CD "Voice Lessons to go" and the DVD "New Sex Now."
All of these are fun and enjoyable and will improve your life.

5-0 out of 5 stars does not disappoint
I rarely pick up a book that holds my interest all the way. This book was exceptional though and I have recommended it to many of my friends. The book discusses what causes an epidemic- how one tiny product, tv show, event, etc influences so many. I was impressed by the number of case studies and research that Gladwell did to back up his point. I really enjoyed learning about the influence Sesame Street had on the literary rate of the children who watched it, while what causes problems like teen smoking and suicide. It was a very interesting read.

1-0 out of 5 stars Tiresome and Repetitive
Tipping Point is a painful book to read, painful especially to contemplate the patchwork of fill that turns what at best is a pop magazine article into a poor excuse for a book. Gladwell stabs at any theme he can possibly use to support his by no means new theory of tipping points. He hits one, perhaps, when he covers Rudy Giuliani's results in the City of New York, buts the rest are paler attempts. His comparison of Paul Revere with Dawes is over-romantic and downright silly. There's something profoundly patronizing about his tone of writing and his lack of any kind of wit. ... Read more

3. MP Marketing with Student CD-ROM and PowerWeb
by Roger A. Kerin, Eric N Berkowitz, Steven W. Hartley, WilliamRudelius, Roger Kerin, Eric Berkowitz, Steven Hartley, William Rudelius
list price: $124.06
our price: $124.06
(price subject to change: see help)
Asin: 0072553391
Catlog: Book (2002-07-02)
Publisher: McGraw-Hill/Irwin
Sales Rank: 14245
Average Customer Review: 4.5 out of 5 stars
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Book Description

Marketing, 7e by Kerin, Berkowitz, Hartley, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. ... Read more

Reviews (2)

5-0 out of 5 stars Effective learning approach
Great tutorial that helped me get a A on my final ezam. Amust have to review important concepts and terms.

4-0 out of 5 stars Marketing text
It's a great book because of it's extensiveness. ... Read more

4. Advertising: Principles and Practice (6th Edition)
by William D. Wells, John Burnett, Sandra Moriarty
list price: $133.00
our price: $133.00
(price subject to change: see help)
Asin: 0130477222
Catlog: Book (2002-10-29)
Publisher: Prentice Hall
Sales Rank: 126465
Average Customer Review: 4 out of 5 stars
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Book Description

The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus—with examples, issues, and applications interlaced throughout—this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effective—and the volume's rich and extensive support package make the teaching/learning process not only exciting, but more effective as well.The volume examines advertising foundations, environment, background, planning, and strategy, advertising media, creating advertising and marketing communication elements.For those interested in effective advertising. ... Read more

Reviews (2)

4-0 out of 5 stars Nice
I got this book within two days, exactly when I needed it. It arrived on time and in good packaging. I would like to thank el felix for sending the book. I am anxious to use it.

4-0 out of 5 stars easy guide for advertising students.
Every step expains the advertising basic component. It can help you understand the advertising. ... Read more

5. The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition)
by Thomas T. Nagle, Reed K. Holden, Reed Holden
list price: $65.00
our price: $44.20
(price subject to change: see help)
Asin: 013026248X
Catlog: Book (2002-01-15)
Publisher: Prentice Hall
Sales Rank: 6578
Average Customer Review: 4.95 out of 5 stars
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Reviews (19)

5-0 out of 5 stars Buy this book!
For anyone involved in business this book gives very practical advice on not only the methodology for pricing new products but also changing the strategy of one's existing pricing policy.

Look for a sustainable competitive advantage, maximise contribution margin, concentrate on value and profitability and then market share will follow are some of the key philosophies contained in the text. Concerning the value of this book, it is worth the price alone just for the chapter on costings and formula for calculating what level of sales a company can afford to lose/must gain after a price increase/decrease in order to break even.

A common complaint about business books is that they are all OK in theeory but contain little in the way of explanations of how to implement - this book however offers not only theory and case study examples but also practical instructions on what needs to be done to improve pricing strategy. Overall very, very impressive and a must read for anyone involved in finance, sales or marketing functions. As someone has already said these guys really know their stuff and it works!!

5-0 out of 5 stars Superb guide to pricing as business strategy
Written with great clarity, "The Strategy and Tactics of Pricing" is a phenomenal book. It begins with an explanation of strategic pricing, and proceeds to cover competition in the market place, segmentation of buyers, pricing and the marketing mix for industrial and consumer goods, as well as the psychology of pricing. Also covered are models for determining price sensitivity, implications of sales staff price setting and negotiation, and finally, legal aspects of pricing.

After reading this book, you will understand the pitfalls of pursuing market share at all costs and common mistakes businesses and sales people make when setting or negotiating price. You will view your current pricing structure and strategy in a new light, and be able to spot the weak spots. You'll have a better picture of how to attract the right buyers, those that can be served profitably.

The book indirectly touches on topics covered in Co-opetition, and Thinking Strategically, as well as elements of the Theory of Constraints (see Eli Goldratt's "The Goal" and "It's Not Luck" or "Management Dilemmas" by Eli Schragenheim)

I can't recommend this book highly enough. As for the other reader who states:

"After reading this book, I was able to talk circles around the $20,000 "marketing consultant" we were considering."

believe it, it's that valuable!

5-0 out of 5 stars Absolutely essential !
A must-have practical guide for any marketing executive, interested in improving his organization's performance.

5-0 out of 5 stars Get into a new world of pricing strategy
One of the most focused book I have read recently. If anyone wants to learn about the factors influencing pricing strategy or developing right value proposition for their pricing decisions, this is the book. A must read. If you're skipping it then I would say that you are missing something.

5-0 out of 5 stars Scholarly and comprehensive
Strategy and Pricing is the comprehensive work on pricing, with hundreds of chapter sections dealing with academic and business elements of pricing. The scholarly nature of the book is exhaustive. Of the three major price works ("Strategy and Tactics", "Power Pricing" by Dolan, and
"Winning the Profit Game. Smarter Pricing, Smarter Branding" by Docters, et al) I think Prof. Nagle has the definitive treatise. For those who like a more prescriptive discussion of price, and some leading edge ideas, "Winning the Profit Game" might be a better read. Power
Pricing is perhaps better at organizational issues. The Docters book is the easiest read, with some humor along the way. ... Read more

6. Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands
by Alina Wheeler
list price: $35.00
our price: $22.05
(price subject to change: see help)
Asin: 0471213268
Catlog: Book (2003-01-15)
Publisher: Wiley
Sales Rank: 2867
Average Customer Review: 4.73 out of 5 stars
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Book Description

From an interactive website to a business card, a brand must be recognizable, differentiated and help build customer loyalty. This indispensable resource presents brand identity fundamentals and a comprehensive dynamic process that help brands succeed. From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity program, the meticulous development process is presented through a highly visible step by step approach in five phases: research and analysis, brand and identity strategy, brand identity design, brand identity applications and managing brandassets.

From global corporate mergers through entrepreneurial ventures and nonprofit institutions, twenty-two case studies portray the brand identity process in action. They illustrate a range of challenges and methodologies and represent a select group of branding and multidisciplinary design firms.

The scope of material includes history of identity design up to the latest information about online brand identity standards, naming and trademarking, with practical project management resources about decision making, and creating brand briefs.

Alina Wheeler specializes in brand identity. She uses her strategic imagination to help build brands, create new identities, and design integrated brand identity programs for Fortune 100 companies, entrepreneurial ventures, cities and foundations. Wheeler works closely with founders, CEO¹s and senior management to insure that their vision and their brand identity are communicated clearly to accelerate the success of their organizations. She has been the principal of several design firms as well as a consultant to some of America¹s largest business consulting groups. She is a former national board member of AIGA and was named an AIGA Fellow in 1998.

Hallmark Features

  • Unlike most books that show identity programs, this book outlines a rigorous, complex and proven process from research and analysis through the design development of a new identity and online standards through launch and brand asset management.
  • Comprehensive, easy to understand guide that is organized by spreads bysubject for easy reference.
  • An indispensable reference for anyone with responsibility for brandidentity.
  • Meaningful and actionable information that will accelerate the success ofany brand identity project.
  • A toolkit for design firms and professionals, design students and designmanagers.
  • Presents the relationship between effective brand identity and creating,building and managing successful brands.
  • Presents case studies from Cingular, Amazon, Citibank, TAZO, Zoom, HarleyDavidson, FedEx and twenty others.
... Read more

Reviews (11)

5-0 out of 5 stars A "must read" for anyone interested in brand identity
Too many books targeted to designers err on the side of a "showcase" presentation which exposes designers to the final solutions with little or no substance illuminating the process. This book will provide a comprehensive roadmap for designers and their clients.

"Designing Brand Identity" provides the information and processes to empower designers to transition into a more valuable role as consultants on identity and branding, not just the creator of visual symbols and logotypes. It is a look behind the scenes at a process which others capable of addressing have chosen to protect as proprietary information. Thanks, Alina for sharing your wisdom and experience.

5-0 out of 5 stars An essential tool for business leaders and strategists
This author has tackled the vital topic of brand identity in a new way. In the beginning of the book Alina Wheeler says that she want to provide "an accessible resource that provides a road map to the process, explains some fundamental concepts, and showcases best practices." The book delivers on this promise!

What differentiates it from other books on this topic is that Wheeler's book really IS accessible. This comes from the unique way in which it is organized. You can simply flip open the book to any spread and have a specific concept explained, illustrated, and illuminated by relevant quotations. This makes it an excellent reference work -- keep it by your desk to quickly look up any topic. For example, you might be advocating a particular course of action at your company that you just know is the right way to go. You can turn to Wheeler's book to marshall specific evidence and articulate rationales to make your case.

In the beginning, she discusses 9 brand identity ideals: vision, meaning, authenticity, differentiation, sustainability, coherence, flexibility, commitment and value. Once you have reviewed each concept you understand how each plays a role in successful brand identities.

However, this is not primarily a book of theory. Wheeler breaks down the practical steps involved and outlines each, from the legal process to signage design. Case studies of successful brand identities take up the final portion of the book.

My one criticism is that book is not completely in color, as the topic demands. (There is a color insert showing many of the brands from the case studies.) No doubt this was a decision of the publisher!

Professionals at agencies or design firms may think they have this material mastered, but this book gives you the distilled essentials that you'll find extremely useful. But the key audience, in my view, should be business students or leaders who seek to better understand that, as Wheeler says, "brand identity is an asset that needs to be managed, nourished, invested in, and leveraged."

3-0 out of 5 stars The title of this book might mislead you
When I put my hands on this book, I thought I would be adding one more point of view to my knowledge about brand identity, but this didn't quite happen.

This book isn't really about designing brand identity itself, but mostly about materializing brand identity into the visual identity of a company, limiting its whole concept. Furthermore, it is known that mere visual identity doesn't make a brand any stronger, as the title suggests.

Anybody with some previous brand identity knowledge in the marketing sense might get a little frustrated, had this person expected deep explanations about the creation of a brand identity plan (for that I would recommend Aaker's work).

On the other hand, if you are a designer willing to understand how to develop a visual identity linked to a brand identity, this book could be very useful.

4-0 out of 5 stars It's about identity, but not about the brand process
This *is* a great book when it comes to showing how to put together a coherent, soup-to-nuts identity program. But the title of the book is misleading - there's very little in this book about actually creating, building or maintaining strong brands per se. This wilfully confuses the logo for the company behind the logo. As Paul Rand once said of his logo for the ABC television network, it wasn't a matter of whether his logo lived up to the network, but whether the network lived up to the logo! The brand process involves a lot of non-graphical thought regarding the spirit or essence of what that organization is all about. "Is that an IBM thing to do?" The brand identity is, at best, only the surface expression: the brand is the idea of the company in its customers' minds. In that sense, creating and maintaining a strong brand is really about having clear direction, consistent policies and actions, and understanding that markets are conversations, not about whether the carpet matches the business cards and the Web site.

5-0 out of 5 stars A Must for EBusiness
Most people who study ebusiness at universities either focus on website design, marketing/logistics of ebusiness, or systems/software. This book gets to the heart of conducting business over the internet - combining brand recognition with eye catching design and a quality/product or service. University programs and businesses looking to be successful in ecommerce should make this book required reading. ... Read more

7. Strategic Marketing for NonProfit Organizations (6th Edition)
by Alan Andreasen, Philip Kotler
list price: $133.00
our price: $133.00
(price subject to change: see help)
Asin: 013041977X
Catlog: Book (2002-10-10)
Publisher: Prentice Hall
Sales Rank: 170422
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Book Description

Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and practical foundation for marketing in nonprofit organizations.Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more. ... Read more

8. Advertising and Integrated Brand Promotion
by Thomas O'Guinn, Chris Allen, Richard J. Semenik
list price: $128.95
our price: $128.95
(price subject to change: see help)
Asin: 0324113803
Catlog: Book (2002-05-01)
Publisher: South-Western College Pub
Sales Rank: 6908
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Book Description

Like other aspects of business, good advertising is the result of hard work and careful planning.Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising 3e continues the tradition of providing readers with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow. ... Read more

9. Storyselling for Financial Advisors :How Top Producers Sell
by Scott West, Mitch Anthony
list price: $30.00
our price: $19.80
(price subject to change: see help)
Asin: 0793136644
Catlog: Book (2000-01-12)
Publisher: Dearborn Trade, a Kaplan Professional Company
Sales Rank: 5192
Average Customer Review: 3.69 out of 5 stars
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Book Description

Learn what makes a client trust you to be their financial advisor.

Put the power of story telling into selling financial products.The authors explain the process of making these intuitive connections, then translate their findings into understandable and practical strategies that any financial professional can use.They present actual stories, including many by Warren Buffet, one of the greatest "storysellers" of all time.These actual stories can help financial pros tap into the "gut reaction" of different types of clients. the book also includes special topics on communicating to women, the 50+ market, and the affluent. ... Read more

Reviews (13)

5-0 out of 5 stars Buy it now
This is an absolute must read for financial professionals. This book has helped me to greatly improved my practice. I now use anecdotes, stories, and analogies rather than ledgers and charts. Your clients will love your new, easy to understand approach.

5-0 out of 5 stars Must Have, Must Read!
This book explains why some very smart people fail to achieve their potential in this fascinating and competitive industry: They do not connect with their clients at the level where decisions are made. Smart investment professionals who truly want to succeed need to integrate every idea and technique it contains so they can help their clients overcome their fears of investing and move confidently toward their financial goals. As a certified financial planner, president of a securities firm, and industry veteran of fifteen years, I immediately recognized the tremendous value of this book. I ordered Storyselling for every investment representative in our company and for each executive in our financial services group.

5-0 out of 5 stars Great for Professional Financial Advisors
I think you will find something useful in this excellent book. Anyone involved in direct client contact must to make the investment in this book. Storyselling is an absolute must read for financial professionals. You are able to use anecdotes, stories, and analogies rather than ledgers and charts. Your clients will love your new, easy to understand approach. This book provides many ways to explain difficult concepts to the average investor. I strongly recommend this book to anyone in the financial services profession. Storyselling illustrates for us how to connect with customers on the emotional plane through stories.

2-0 out of 5 stars Disappointed
I was really disappointed with this book. I was looking for a book that would help me structure my presentation and give me a pool of metaphors and analogies that I could use to help clients understanding. Whilst the end of the book contains maybe 25 metaphor presentations on various topics (diversification, why use an adviser, bear markets etc.) the rest of the book is pretty much filler.
Quotes take up half of nearly every page.

There are chapters that discuss presenting to the 65+ market and to women that contain very little useful information.

There's a frustrating section discussing the "science" behind storyselling.[

This book isn't worth $5, let alone the $30 it retails for.]

5-0 out of 5 stars Something for Everyone
No matter how long you have been in the financial world, I suspect you will find something useful in this excellent book. As a financial professional, a strong analytical side is imperative... but this but book is a great reminder that you need to connect with your clients and prospects on other levels as well. For veteran sales people, much of this will probably be old hat, but there are lots of specific examples, many of which I have begun to incorporate into my own presentations. Even one good idea will more than compensate for the cost of the book and your time and I suspect that most people will get far more than one. I encourage anyone involved in direct client contact to make the investment in this book. ... Read more

10. A Framework for Marketing Management, Second Edition
by Philip Kotler
list price: $106.67
our price: $106.67
(price subject to change: see help)
Asin: 0131001175
Catlog: Book (2002-11-01)
Publisher: Prentice Hall
Sales Rank: 58576
Average Customer Review: 5 out of 5 stars
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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. ... Read more

Reviews (2)

5-0 out of 5 stars A very good marketing book...
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.

5-0 out of 5 stars Compact, authoritative guide to marketing management
From the guru of marketing, this concise work covers all the essentials of how to manage marketing planning, strategy and tactics. Informative diagrams and tables clarify key points and guide the reader through important principles. A valuable tool for marketing students--and a worthwhile overview for any marketing exec. ... Read more

11. Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale
by Rick Page
list price: $14.95
our price: $10.17
(price subject to change: see help)
Asin: 0071418717
Catlog: Book (2003-03-24)
Publisher: McGraw-Hill Companies
Sales Rank: 7120
Average Customer Review: 4.48 out of 5 stars
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Book Description

"No longer is being 'a good closer' the basis of sustainable success. Instead intakes the kind of strategic thinking Rick Page outlines inHope Is Not a Strategy."--Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado

Master of the complex sale, Rick Page is the author of the bestselling book, Hope Is Not a Strategy, and one of the most sought-after sales consultants and trainers in the world.

He has taught his breakthrough selling strategies to thousands of people in 150 companies across 50 countries--an amazing platform that has helped his message spread like wildfire. This paperback edition of Page's runaway sales bestseller schools readers in Page's simple, six-step process for making the sale--no matter how complex the deal or how many people are involved in the buying decision.

Integrating the winning selling strategies used by the world's top salespeople, Page shows readers how to:

  • Identify and sell to a prospect's business "pain"
  • Qualify a prospect
  • Build competitive preference
  • Define a prospect's decision-making process
... Read more

Reviews (23)

5-0 out of 5 stars Understanding the sale of complex solutions
I have been around the sales field for over 25 years and Rick Page's book, Hope is Not a Strategy finally put it all together. Having been exposed to almost every sales methodology known to man, someone has finally put it all together in a straight forward way.

I encourage anyone who wants to understand how the sales process should work for a competitive, value based solution, read this book.

4-0 out of 5 stars Excellent Practical Examples
This book is about sales strategy and techniques in complex sales situation. It contains many examples of author¡¦s real experience. These examples is the best element in the book. They illustrate the author¡¦s ideas/concepts perfectly. Practical, Concise, Easy to Understand. It is better to read than amateur work of consultants, professors.

This book preaches on long-term, win-win relationship with customers. Not those type of ¡§hit-and-run¡¨ sales.

There isn¡¦t really breakthrough ideas/concepts. It is more a combination of conventional ideas/concepts, which are still relevant in today¡¦s complex sales situations. Having said that, there are charts and contents useful for personal reminders and internal training.

Rick Page tried to create analogy between some sales concepts and warfare. But some of such analogies are not easy to understand.

5-0 out of 5 stars Packed With Knowledge!
This is an excellent handbook for salespeople in search of a simple summary of the principles of selling complex and costly products and services in a difficult environment. Author Rick Page offers nothing startlingly new, but he does a good job of collecting and presenting the most noteworthy points from collective conventional wisdom about selling. He illustrates these points with amusing, memorable anecdotes. His book is well written, well organized and quite readable. He probably has a point or two to offer even the most experienced and successful salesperson. We note that chapter six summarizes the meat of the book in just three pages, so - until you have time to read the book - time-pressed salespeople could start by glancing at this section to begin to learn what really matters most in a complicated sales effort.

5-0 out of 5 stars Go Beyond Sales Scripts to Adding Value for Customers
Hope Is Not a Strategy is most valuable for those who are new to large account and large ticket selling. For those with lots of experience, the book is helpful in providing a structure for sales team planning and coordination.

As a test of the book's relevance, I took a potential sale that our firm is wrestling with and put it through the process. A number of valuable insights came from pursuing Mr. Page's process that would probably not have otherwise become part of our approach. Whether the sale will succeed or not, I don't know, but our effort definitely became more effective as a result. I happily give a book that provides that kind of benefit five stars. Thank you!

The book has four sections:

1. The Challenge -- The Complex Sale

2. The Solution -- R.A.D.A.R. (which stands for "R.eading A.ccounts and D.eploying A.ppropriate R.esources")

3. Strategies for Execution

4. Winning before the Battle -- Account Management

The first section was the least helpful to me (after pursuing complex sales for over 30 years, there wasn't really any new background here). If you are new to complex sales, this material will probably be a real eye-opener . . . especially if you are used to individual sales based on a standard approach. The most amusing section was on how to blend talent on a sales team to get the right mix of skills and orientation. You'll learn about Tellers, Sellers, Hunters, Farmers, Business Developers, Partners, and the Industry-Networked Consultant.

The second section was the heart of the book for me, describing R.A.D.A.R. which is "a simplified, six-step process that combines consultative, competitive, and political sales principles into a concise yet comprehensive process." There's a chapter on each element.

Value is the first challenge and you are supposed to link your solutions to the customer's pain or gain at the largest possible scale. Value stretches as a chain of value whose links (from highest to lowest value) are strategic advantage, political risk, financial return, cultural change, operational applications, and future/capability -- tools).

Resource allocation is the second challenge, and your job is to qualify the prospect to see if you can profitably deliver what that customer needs.

Selling strategy is the third challenge, and you try to "win their hearts before it starts" by looking at how you could win or lose in advance so you can build a competitive preference for you and your offering. This frequently involves developing the specifications.

Organizational politics is the fourth challenge, and you should go where the power is and keep climbing to higher levels. You should ideally sell to the CEO.

Teamwork is the final challenge and you accomplish this by communicating your strategic selling plan throughout your team and partners.

In the third section, the most useful part for me was encouragement to change issues and sales tactics to help your potential customer see the maximum advantage you can provide. This may mean changing the scope of the problem and the solutions you offer.

I felt most comfortable with the fourth section because I try to stay in contact with clients for many years in order to help them become alert to opportunities where we can help them. In the consulting business, that approach is important because almost everything is custom made for the client. You need to know each other well before you can help them in the best ways.

Throughout the book, there are sidebars with specific examples of the principles being described in the main text. These were helpful for the most part. My only complaint is that they were too often about selling computer systems.

If all of these points seem like second nature to you, you may find it more valuable to seek out a more advanced book on complex sales.

After you finish reading the book, think back to a complex sale that you unexpectedly lost. How could the process in this book have helped you to avoid that result?

Good luck!

5-0 out of 5 stars Better than you expect it to be!
I am an avid reader, and successful sales executive. I have read nearly every book in the bibliography and many others on sales. I avoided buying this book for months because it looked "basic" when thumbing through it in airports and book stores. I finally bought the paperback version and I was amazed at how wrong I was. EVERY Sentence in the book is important! Tom Kosnik's quote on the cover is dead on. This book is worth the value of 12 books on sales in it takes every lesson learned in the field or taught in a book and presents it in a clear, logical and concise manner. It's not that the information is brilliantly new but it is brilliantly presented. Fantastic a must read! ... Read more

12. Marketing Strategy
by O. C. Ferrell, Michael Hartline
list price: $92.95
our price: $92.95
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Asin: 0324201400
Catlog: Book (2004-04-06)
Publisher: South-Western College Pub
Sales Rank: 86333
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Book Description

Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps to develop a customer-oriented market strategy and market plan. ... Read more

13. The SPIN Selling Fieldbook
by NeilRackham
list price: $22.95
our price: $15.61
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Asin: 0070522359
Catlog: Book (1996-06-01)
Publisher: McGraw-Hill
Sales Rank: 7433
Average Customer Review: 4.86 out of 5 stars
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Book Description

Strategies and tools that guarantee big-ticket sales!

Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and techniques outlined in that cutting-edge guide. After a review of the SPIN method of selling, Neil Rackham zeroes in on the critical SPIN® questioning behaviors. He shows you how to apply the tools and techniques to your own selling situation, using practical, skill-building exercises incorporated into each chapter. Addressing the sales of services as well as capital goods, the Fieldbook provides you with a hands-on implementation guide for applying SPIN in a wide range of businesses from localized companies to large multinationals. Real-life case studies of sales forces at leading-edge companies such as Motorola, Johnson & Johnson, and AT&T help you explore additional techniques that go beyond the basics to boost sales with even the toughest customers and clients.

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Reviews (7)

5-0 out of 5 stars A No Fluff Workbook to Improve Your Powers of Persuasion
A very clear book applying SPIN Selling techniques. No fluff, no extraneous threads leading you away from the primary focus. The techniques can be applied far beyond sales, and utilized in a broader sense to persuade as opposed to the narrower definition of selling.

5-0 out of 5 stars Great Book
I don't sell, but I set appointments for salesmen and I've had a limited amount of success by using the techniques in this book. I admit though I'm new to the Spin Selling technique and have used it only for a month. The book shows you a way of dealing with what are commonly called "stalls" in sales terminology and how to convert those stalls into sales or moving the sale one step forward with a face to face meeting with the prospect. When I say "limited amount of succes", I mean that although I'm setting the same amount of appointments, my sales have gone up. I might have even dropped in appointments but still the sales went up. The book provides exercises through which you ask yourself questions that focus on how your product can solve your customers' needs and on questions you ask your customers to make them desire your product. You have to do all the work. There is no secret to sales and the spin selling fieldbook will give you the foundation from which you can build a career in sales.

4-0 out of 5 stars S.P.I.N. Succeeds
It's good, but I liked Levine's Guerila PR: Wired better. Liked the jokes and stuff.

5-0 out of 5 stars This is the best Selling Tool outside of my Palm ever.
I have been in sales for 10 years. I have sold stocks and mutual funds, sponsorships to events, booth exhibitions and now am selling enterprise internet-based software. This Fieldguide is an AMAZING resource. It tells you ideas and notions then asks you to apply them to a specific sales situation you are currently facing.

I was sceptical at first, but have read a chapter a day and have already noticed a difference in the conversations I have with prospects and customers. I leave a call or meeting with a commitment from them to take a buying action - leading me closer to a sale. I highly recommend this book.

5-0 out of 5 stars one of the best books ever about the sales process
This book is right on the mark for all types of selling. Very professionally done and the technique is just what is needed in today's markets. All my reps are advised to read and use the work book. It is our primary training aid for all registered reps. ... Read more

14. The New Strategic Selling : The Unique Sales System Proven Successful by the World's Best Companies, Revised and Updated for the 21st Century
by Stephen E. Heiman, Diane Sanchez
list price: $15.95
our price: $11.16
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Asin: 0446673463
Catlog: Book (1998-01-01)
Publisher: Warner Business Books
Sales Rank: 3795
Average Customer Review: 4.73 out of 5 stars
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Reviews (22)

4-0 out of 5 stars Strategy as a selling tool, powerful and well encapsulated.
Useful and self-contained. To anyone involved in selling, both tangibles and intangibles, this book provides a basic and powerful methodology based on a "non-manipulative selling philosophy" that is easy to understand and rather straight forward to apply. It is specially good for seasoned salespersons that can recognize familiar components of the traditional sales approach and that have the true experience to value "life-long" realtionships with customers. For consultants and sellers of intangibles, it provides a valid road map to identify role-players and decision-makers. For new salespersons, it helps them to think strategically. The authors seem to forget the permanent pressure salespeople have and the way sales objectives are set, so some comments do no fit the real world (like relinquishing an account, or letting a client go away), and fall in a rather romantic view of the profession. Although at first it seems geared toward large corporate and tangible accounts, with a little manipulation and some easing of documentation (desk-time) requirements, the methodology can be used in any selling environment. It is straight-forward and simple to use; reduces uncertainty about the process and provides the user (the salesperson) a sense of control over his/her environment and participants. Since change is a constant, and salespeople are inmersed today in a variety of CRM (Customer Relationship Management) strategies and techniques, this books fits nicely within it since it is the Customer and our Relationship with him/her that is at the center of it. It is a good, solid investment.

5-0 out of 5 stars Opportunity Management Process
Many times a sales person can get confused identifying the players, the probability of change, the timing, the competition, the politics of a sales opportunity. Following the Strategic Selling process lays out an effective plan that leverages the key benefits of the sellers/buyers solution, and minimizes price as the principle buying criteria. Strategic Selling provides a process for what successful sale people do consistently-Plan. This book lays out a process that is also a two day class used by many global corporation's sales forces. The book is not a replacement for the class, but if you are selling B2B the process is well documented, and will put you on the right track. I have been teaching and using this process for 13 years and I have not found a better sales opportunity planning process. I think you can learn more from this book than from 100 sales calls.

5-0 out of 5 stars Helpful prospecting book
This book is great and has helped me tremendously in being more confident in prospecting new business for my line of work. It gives excellent advise on deal making - everything from the initial sales call to closing the deal. It hits on points critical to strategic planning and developing a strong sales action plan. An A+++ book!!

5-0 out of 5 stars This Teaches you how to go into a Sales call
This will Teache you how to go into a Sales call, With a plan, outline and a goal, Very good worth buying, giving to your sales managers.

4-0 out of 5 stars A solid book
This book is not an easy read. It is logically arranged and provides excellent insight into certain apsects of strategic selling but it is very long and it is quite dry.

While it does contain very valuable and usable insight, I feel that the underlying process behind the whole concept is beginning to look slightly dated now. This process is 25 years old after all and the world has changed immeasurably during this time. There are other books available that are firstly easier to read and secondly more cutting edge in terms of the methology they suggest. ... Read more

15. Selling the Invisible : A Field Guide to Modern Marketing
by Harry Beckwith
list price: $21.95
our price: $15.36
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Asin: 0446520942
Catlog: Book (1997-03-01)
Publisher: Warner Business Books
Sales Rank: 2973
Average Customer Review: 4.48 out of 5 stars
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The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.

In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look. ... Read more

Reviews (103)

5-0 out of 5 stars A "renewing of vows" between you and your consumer.
Harry Beckwith has boiled down the art of marketing into many small and easy to understand words of wisdom.

If you are in business you have to read this book. Whether you are an owner, CEO or department head, Beckwith lays out the essential tools to market your company, and sites fresh examples to illustrate. He says "Marketing is not a department" and he's right--it is your front line (sales people) to your CEO and everyone in between. Everyone at your company is involved in marketing your company-and the author makes sure you get the message. Stop wasting time with ploys that don't work. COMMUNICATE with the consumer and you will see increased sales and market share.

"Selling The Invisible" serves as a "renewing of vows" for those well into their careers. It provides a way to go from a jaded attitude to a fresh perspective and look at your company from the outside. If you think you've heard it all before, you haven't heard it like this. A clear a concise "handbook" for modern business.

5-0 out of 5 stars Finally a Marketing Book that Applies to NonProfits!
Most marketing books are aimed at businesses that sell stuff, which makes them fairly inapplicable to the NonProfit world. "Selling the Invisible" comes the closest I've seen to helping market what NonProfits do. That's because "Selling the Invisible" focuses not on marketing products, but on marketing services, which makes it a great book for NonProfits.

"Selling the Invisible" is not a how-to book. Instead, it is a thoughtful guide, providing insights on how marketing works and how prospects think. The chapters are short - more like snippets than chapters - each with a single thought that moves you towards the next thought. I have read this book a number of times, and I can never get past 3 or 4 of its tiny chapters without stopping to scribble down notes, or to consider just how our clients (and our own organization) are currently doing things. I have even found it helpful in thinking about different ways to market my own book on NonProfit board recruitment.

The book starts by asking first things first: Are you sure what you have to market really is worth telling people about? Have you surveyed clients to find out if your service really is a quality service? Are you really providing what the community needs? Beckwith aims right for the heart.

Once you are convinced you have a quality organization to talk about, he moves you through all the thought processes that should go into that marketing. But don't expect to move quickly. Expect your brain to light up in thought. Keep a note pad handy.

Here are just some of the things I love about this book:
Under the heading 'Fran Lebowitz and Your Greatest Competitor,' comes this quote:
"Your greatest competitor is not your competition. It is indifference."
And under the heading 'The Value of Publicity,' you will find this:
"There are six peaks in Europe higher than the Matterhorn. Name one."

The last chapter is a discussion of other books that can help round out the reader's understanding of marketing. Because Beckwith takes a systems approach to the subject and not a 'sell-the-widget' approach, many of these books are applicable to the NonProfit world as well.

As someone who spends a lot of time combing bookstore shelves for business books that translate well to the NonProfit world, "Selling the Invisible" is one I would strongly recommend.

5-0 out of 5 stars Short, Concise...Very Insightful
Having spent much of my career in the I.T. services sector, I thoroughly enjoy researching other interests and broadening my understanding of topics that can enrich my life and career. In the area of marketing services, this publication provided ample, tangible information on modern marketing and exceeded my expectations in a number of ways.

First, the covers of this book are not too far apart, which is a rare find these days. Often, writers try to impart an excessive amount of irrelevant information in their writings, as though their real ambition is to write the next, great American novel. This book is different.

This publication is short, concise and filled with valuable information. If you are in the business of marketing, you need this book. For anyone in the service industry, consider giving yourself an edge over your competition by reading this insightful book, and putting into action the relevant suggestions of the author.

3-0 out of 5 stars Mixed Review: frequently just scratches the surface
The ideas that the author brings up are good, but too often I felt like I wanted more. The second section was irritating. I got the feeling that the author has extensive experience in advising others, but little experience in personally carrying out - nice stories and good talk, but few real world details. On the other hand, I have been able to apply some of the ideas to my business. Stick it out past the second section and it gets a lot better.

Bottom line: Not the only book you'll need to learn about marketing your service, but a worthwhile investment.

5-0 out of 5 stars Do you keep using people who don't do little things right?
Selling the Invisible is must reading for anyone who wants to understand what it really means to run a service business. Your clients will know good service when they "see" it, but they most likely won't be able to tell you what it is. Beckwith can and does. Good service is all about doing the little things to help your customers "like" you. It's about creating relationships with new friends. Read this book, and you'll find out that it's not the most technically competent business that wins, it's the most likeable one that will. We're all very lucky because it's not really hard to do the little things that'll please our customers. Or is it? ... Read more

16. Marketing Research and SPSS 11.0, Fourth Edition
by Alvin C. Burns, Ronald F. Bush
list price: $145.00
our price: $145.00
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Asin: 0131027948
Catlog: Book (2002-12-12)
Publisher: Prentice Hall
Sales Rank: 300302
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Book Description

Now ranked the #1 selling Marketing Research book, this edition returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. Nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. A book cannot succeed on new features and topics alone. With every new edition, reviewers complement these authors for an approach that is innovative yet approachable and reliable. Exercises and cases have been checked for accuracy, and the authors also recruited a Blue Ribbon Panel of marketing research professionals. The Panel explores today's increasingly digital research environment from a practitioner's point of view.Chapter topics include the marketing research process and industry, determining research objectives, research design, measurement, data collection and analysis, interpreting associations among variables, predictive analysis, and preparing and presenting the research report.For an understanding and appreciation of how marketing research works in practice. ... Read more

17. Integrated Advertising, Promotion, and Marketing Communications, Second Edition
by Kenneth E. Clow, Donald Baack
list price: $101.00
our price: $101.00
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Asin: 0131405462
Catlog: Book (2003-05-07)
Publisher: Prentice Hall
Sales Rank: 382772
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18. Kleppner's Advertising Procedure (15th Edition)
by J. Thomas Russell, Ron Lane
list price: $128.00
(price subject to change: see help)
Asin: 0130328774
Catlog: Book (2002-01)
Publisher: Prentice Hall
Sales Rank: 269850
Average Customer Review: 4.5 out of 5 stars
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Book Description

This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications.Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words & visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising.For individuals interested in the fields of advertising, communications, journalism, and marketing. ... Read more

Reviews (2)

4-0 out of 5 stars All-in one, explains the whole enchilada. Great for students
Kleppner is the one name I think when I'm in a doubt regarding any stage of the advertising procedure. The book is not extremely intensive, but explains in a precise way each stage. It might be too USA oriented, but works fine for international students. Surely a must in every student'slibrary.

5-0 out of 5 stars Kleppner's Advertising Procedure
Kleppner's Advertising Procedur ... Read more

19. Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)
by AdamMorgan
list price: $29.95
our price: $19.77
(price subject to change: see help)
Asin: 0471242098
Catlog: Book (1999-01-13)
Publisher: Wiley
Sales Rank: 39272
Average Customer Review: 4.83 out of 5 stars
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Book Description

"Eating the Big Fish is on fire with ideas.

Best in the marketplace." —Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather

"In 1986, the Levi's® Dockers® brand challenged the biggest fish in the men's apparel sea, Haggar.And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." —Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A.

"Eating the Big Fish gives an excellent insight into how the Challenger brands can pose a true threat to the rest of us." —Michel van Eesbeeck, Advertising Manager, Global Brand, The British Petroleum Company p.l.c.

"Adam Morgan's Eating the Big Fish is a marketing bible written like a fast-paced novel.

It's filled with hardcore truths we can all learn from and others we should always be reminded of. A swift and enjoyable business read." —Phil Dusenberry, Chairman, BBDO.

"If you want to get rid of your preconceived ideas about marketing and become a true Challenger, you must read this book." —Göran Lundqvist, President, The Absolut Company.

Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising—and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish.

There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching—and copying—every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader.

Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years—new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.

At the heart of the book are the Eight Credos of Challenger Brands—Morgan's analysis of the common marketing strands that these Challengers seem to share, which range in scope from the need to project who you are and what you believe in (#2, Build a Lighthouse Identity) to insights about the organizational structure and focus in such companies and brands (#8, Become Idea-Centered, Rather Than Consumer-Centered). Morgan fully analyzes each Credo, discussing in detail the marketing strategy and behavior of the specific Challenger brands that have shaped the rules. He provides case studies that include both his agency's clients and other well-known brands, such as Lexus, Oakley, Fox TV, Energizer, Virgin Atlantic, Swatch, Nissan, and more. Morgan then draws the Credos together into a "Challenger Strategic Program" that can be applied to the reader's own market and brand challenge, offering a proposed outline for a two-day Off-Site Program that will attempt to kick-start the Challenger process for a core group within any marketing or management team. In addition, Morgan looks at the great Challengers of the last ten years who have gone on to become brand leaders, and shows how even the rules of brand leadership have changed—why staying #1 now means, in fact, thinking and behaving like a #2.

Anyone can follow a leader. It takes a smart company to go up against the Big Fish, and Morgan's innovative, strategic program will show even the littlest fish how to make a meal out of the competition. ... Read more

Reviews (18)

5-0 out of 5 stars Great book, but skim the latter chapters
I am new to marketing and I wanted a good book on marketing. This one delivers, particularly for challenger brands something that is becomming more apparent in eCommerce. While the book does not talk about eCommerce many of the concepts and thoughts apply. Overall worth reading to learn about branding and marketing.

5-0 out of 5 stars "Challenges" the conventional wisdom
I'm telling all my clients about this book. If you agree with the following, you'll like it too. " is not a science but informed judgement...the cover of the book should offer a photograph of Herb Kelleher, dressed as his occasional business alter ego, Elvis Presley, with the title 'Does This Man Look Like a Scientist?'"

Great exercises to get you thinking, no matter if your brand is a leader or an also ran. e.g."Grove" named for Andy Grove- "Fire ourselves- leave the building and come back in as an entirely new team. What's one thing you would stop doing and one thing you would do instead?" Morgan punches holes in conventional wisdom- mission statements, focus groups, etc. A favorite quote: "The key failure, then, for any company attempting to effect a gear change in its own performance is not the ability to define its intention, but the inability to translate intention into behavior."

4-0 out of 5 stars Insightful!
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.

5-0 out of 5 stars One of the best
This is one of the best books on insight in marketing today. A lot of others tell you "what" unique marketing/advertising approaches they did...this one explains "why".

5-0 out of 5 stars A must for daring minds dealing with brands.
With an easy and smart prose, Adam Morgan is quite loyal to one of the Eight Credos of Challenger Brands: sacrifice. He did skip all the typical marketing and advertising blah, blah, to make his point about the meaning and vision of outstanding brands that are not #1, and how they can become even more interesting and appealing to consumers through a challenging way of thinking and acting. The Challenger Program is worth trying! ... Read more

20. New Products Management
by C. MerleCrawford, C. AnthonyDi Benedetto
list price: $118.43
our price: $118.43
(price subject to change: see help)
Asin: 0072471638
Catlog: Book (2002-06-26)
Publisher: McGraw-Hill/Irwin
Sales Rank: 209126
Average Customer Review: 4 out of 5 stars
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Book Description

NEW PRODUCTS MANAGEMENT, 7/E by Crawford and Di Benedetto provides future new product managers, project managers and team leaders with a comprehensive overview of the new product development process including how to develop an effective development strategy, manage cross-functional teams across the organization, generate and evaluate concepts, manage the technical development of a product, develop the marketing plan, and manage the financial aspects of a project. ... Read more

Reviews (2)

4-0 out of 5 stars A Good Overview of The New Products Process
The book is organized into five parts:

Part I - Overview and Opportunity Identification/Selection; includes an introductory section and The New Products Process, and Opportunity Identification and Selection.

Part II - Concept Generation; includes sections on Preparation and Alternatives, Problem-Based Ideation, Analytical Attribute Approaches.

Part III - Concept/Project Evaluation; includes sections on The Concept Evaluation System, Concept Testing, Full Screen, Sales Forecasting and Financial Analysis and Product Protocol.

Part IV - Development; includes sections on Design, Development Team Management, Special Issues in Development and Product Use Testing.

Part V - Launch; includes sections on Strategic Launch Planning, Implementation of the Strategic Plan, Market Testing, Launch Management and Public Policy Issues.

The book is a thorough overview of the product planning process, and a very useful validation for someone who had already been involved in product planning. The book could have been enriched considerably by the use of more case studies and examples. The Applications section at the end of each chapter was meant to be a method of reflecting upon and putting into practice some of the ideas learned in the chapter; but the questions were oddly written and there was no "answer key" or discussion of those questions, so I didn't find that section useful at all.

4-0 out of 5 stars A Reference Text to Keep By Your Side
Having taken the U of Mich course centered around the material in this text, I can tell you that you'll find at least a third of the material directly applicable to NPD processes at work. A great primer for anyone new to NPD. ... Read more

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