Book Description

Another One Bites the Grass "An inspiring, thought-provoking perspective on creating effective and sustainable international advertising." —Charles Lanphear, Global Media Director H.J. Heinz Company "At last, here’s a really intelligent new approach to the age-old problem of making great international ads. A must-read for everyone in the business of global brands, global marketing, and global communications." —Robert Hancock, Director of Communications Pillsbury UK Ltd. "In an irreverent, finely argued, and entertaining assault on conventional wisdom, drawing on his considerable experience of working in the business, the author proposes thought-provoking new ways to survive and prosper in the international advertising jungle." —Adrian Vickers. Founder/Partner Abbott Mead Vickers BBDO ... Read more

Reviews (26)

A "Must Read" For Global Communications
Whether you create global advertisements, businesses, or Web sites, you should read this book.

Author Simon Anholt writes about the challenges of creating successful global advertising campaigns. Most companies fail miserably in this department, and he outlines the reasons why. He also provides a model for "smart centralization," which he believes international advertising agencies should follow. This model also makes a great deal of sense for the development and management of global Web sites, which is one reason I enjoyed this book. I also liked how Anholt explained the inherent tension of trying to be both global and local at the same time. Here's an excerpt:

The fundamental challenges of international marketing communications are about preserving the perfect balance between sensitivity to the culture of the brand and sensitivity to the culture of the consumers around the world. If you abandon or relax your grip on the first sensitivity, you end up with fragmentation, loss of identity, and loss of control. Abandon or relax your grip on the second, and you fail to communicate effectively, and fail to build a global brand.

I also liked what he had to say about the importance of translation:

So when the question comes up, why can't we just use English? I always ask this question: do you think that consumers should make the effort to understand us, or should we be making the effort to be understood by them? Are we more interested in being respected, or showing respect?

A brilliant insight into international advertising
For decades now, advertisers and their agencies have struggled without success to create really effective advertising for the international stage. Here at last is a book that explains why they have failed. It is a fresh, honest and highly amusing expose of what it takes for an advertising campaign to work overseas. Anyone who wants to understand the global marketplace from a marketing point of view MUST read Simon Anholt's book. And anyone running an advertising agency network would do well to digest it too - before your clients get hold of a copy!

Highly Recommended!
Author Simon Anholt, an international advertising consultant, says that the dangers of globalization can be just as formidable as the opportunities - if you fail to research the culture of your new markets. We've all heard the marketing legends of companies that embarrassed themselves by launching products into foreign markets without checking the translation of their brand names. Anholt retells several of these tales to illustrate the perils that await global firms that don't take culture into account. Meshing advertising and marketing strategy, he presents a systemic approach to cross-border product expansion. We [...] recommend this book not only for its insightful, culturally adaptive marketing methodology, but also for the genuinely entertaining examples that might just make you laugh out loud.

be prepared for the unexpected effects of culture
...indispensable for anyone lured by the mcluhanian concept of the global village. a MUST for those of us who wish to use our powers to do a lot of good. only bummer is the jacket: good idea awfully executed.

Just the tip of the hippo
This book is common sense in an industry of uncommon confusion. Among many other useful insights the book sheds light on the legacy of international agencies whose neglect of domestic cultures and conventions have led to many campaign failures. This is a must read for any marketing head who has to manage agencies especially if your company is in multiple countries! Read this book before you go ahead with your next campaign. ... Read more

Book Description

"I’ve always said that education without execution is just entertainment – and Lior illustrates this beautifully in his book. It is important to learn HOW to implement a successful Customer focus strategy and you need knowledge and process to do it well. Read this book and learn."--Tim Sanders, Author of "Love is The Killer App"

"Lior brings original thought to the world of business, ideas drawn from reality, based on solid observations with the clear objective of helping people make money. Read this and profit."--Jerry Vass, Author of "Soft Selling in A Hard World" and President Vass Consulting

"You might not like this book. It's not filled with easy shortcuts and feel-good platitudes. BUT, when you're ready to walk the walk and not just talk the talk) about treating your customers right and growing your business, Lior's book is a fine place to start down that rarely-followed, very profitable path."--Seth Godin Author, Purple Cow & Free Prize Inside

"Lior Arussy is a true customer advocate. This book is a must-read for anyone who knows that the only sustainable competitive advantage is to create a unique and meaningful customer experience."--Ginger Conlon, Editor-in-Chief, CRM magazine

According to Strativity's 2003 CEM global study, 450f executives surveyed do not believe they deserve the customer’s loyalty. Following a decade of customer-centric books, the market is in a state of crises with over 50ustomer focused projects fail. Passionate and Profitable is a new book that takes a critical look at the state of the companies’ commitment to customers and exposes the fatal mistakes companies make and the lip service they pay to their customers.

Full of examples and statistics, Passionate and Profitable argues that customer strategies success depends on making serious tough choices and not cosmetic works. It is those tough trade offs that will help companies unleash their passion for customers and in return, increase their profitability and sales. ... Read more

Reviews (5)

Right on Target:
I've read all of Lior's books and been through his workshop. He always nails the topic and this book is no exception.

This book reminds us that innovation does not happen by accident but is the result of a well developed customer strategy.

I found the use of real life examples combined with surveys and activity sheets really helped me develop a servicing strategy that was right for my organization.

Passion - it's the name of the game
I've had the pleasure of attending Lior's seminar and I was extremely impressed with his passion towards the subject of customer experience and focus. After the seminar I read his book and I was not disappointed - it's a goldmine - full with insights and concepts that are right on money. Share this book with your peers...I did - it helped me drive some great new ideas in my organization.

Passionate & Profitable
Excellent and prescriptive book that details how to getcustomer strategies right.Arussy points out that companies certainly are not lacking in intention or initiative - customer-related activities, undertaken as "initiatives," "programs," or "campaigns" typically run for short periods of time but as he presents, are never really embraced as a full operational strategy. To the contrary, the customer mantra gets plastered all over company headquarters, on t-shirts, in brochures and advertising and shortly afterwards, is forgotten. This book reveals the secrets to sustainable customer success through the improvement of the customer experience and mutual company and customer gain.

Satifying customers isn't a myth -- this book "gets" it
Arussy's done it again. This book has practical stuff that really does work. I've seen it help organizations go from dream to reality using these steps. The dramatically improved business results in the organization were beyond what anyone expected.
It's not fluff, the step by step process makes it doable. The advice is simple and sound. It works. Arussy talks "everyman's" language and the content is applicable for type every organization.
Don't hesitate to recommend it to your boss.

Go get some passion
I had the privilege of reading "Passionate & Profitable" overthe past couple of weeks.This book is well worth the investment in time.There are quite a number of useful nuggets of information here, as in the customer segmentation analysis and the customer experience mapping models.Customers drive business needs, this is the bottom line.If you want happy customers then get some passion and figure out why they are your customers in the first place.It sounds simple, but it isn't.Arussy does a fine job explaining the pitfalls, and offers mechanisms to steer you in the right direction.Also, if you have ever had the chance to attend a "training" class, you will soon find out why you should have been in an "education" class instead.There is a difference as Arussy points out.Get this book and read it, then give it to a friend and have her read it also.But have her get her own copy; you will want yours back.
-Scott Feldman ... Read more

Book Description

Marketing is the most important thing that you do in business today, even if your job title doesn't have the word marketing in it. That is because marketing, in all its varied forms, is concerned with things like attracting customers, and

• Getting them to buy your product
• Making sure that they are happy with their purchases
• Persuading them to come back for more

What could be more important? Ever try to run a business without customers?

Marketing encompasses several specialized fields – from advertising to public relations, from selling to strategy, from database management to packaging and product design. How can you possibly be an expert at even half of these tasks? But at some point, anyone who wears a marketing hat has to handle problems in these areas and more. Marketing For Dummies shows you how.

While this guide delves deep into the classic four components of marketing – product, price, placement, and promotions – it reaches beyond the basics of how to design a simple marketing program and gives you insight into

• Creating a compelling Internet strategy
• Succeeding at trade shows
• Producing interesting labeling, billboards, and print ads
• Understanding point-of-purchase advertising

Sure, marketing can be a great deal of fun – it is, after all, a rare aspect of business where creativity is not only tolerated but essential to success. Yet in the long run, marketing is all about the bottom line. And Marketing For Dummies has a great many solutions of use to anyone who faces the challenge of finding and satisfying customers. ... Read more

Reviews (6)

Alex Hiam is the MAN!
I loved this book. Very accessible for non-MBAs, engaging and utterly readable. I got lots of ideas. Made me want to look into Hiam's other books.

A helpful basic marketing book
I have worked in marketing for many years and bought this book when I first started working in a marketing job. It was a refresher book for me after the marketing education I received. In general, this is a good basic "what is marketing?" book that I would recommend to a non-marketing person who wants to learn about marketing or else to someone who's just begun working in a marketing role.

Good book for students studying marketing
I bought this book to reinforce what I was tought in the classroom, and it did just that. It's a good overview of the marketing mix and never gets too technical. Great for students who are studying marketing in college.

Good for the Non-Marketer
"Marketing for Dummies" is the Marketing 101 of how-to books. It never gets very deep into any one area, and has lots of helpful tips in many different areas. While I'm not going to make a banner or awning for my office, and don't have the money for an all-out market research effort, I was reminded of the sorts of creativity and actions the competition can and does take.

Good for the person who dabbles in marketing and can't afford a real, live PR/Marketer.

great referance
i am a third year marketing student and found this book to be of great help. There came a time when i had to write a detailed marketing structure report, all i have to say is that i ACED it! ... Read more

Book Description

Reviews (17)

Fine Artist Guide to Marketing & Survival in Buisness World
Caroll Michels is a life long art consultant who has written this book to share her experiences and expertise with the fine art community. Well written and with plenty of helpful references, Michels' book is an excellent addition to any artist's library.

The stuff they should teach you at those art $chool$
Artists: If you are serious about gettin' famous, makin' heaps of dough, havin' all of those ... critics write about your brilliant swag, and seducin' actresses or actors, you gotta start right here with this book. Otherwise, pack it up and become an art historian or janitor at the Getty.

Seriously, this is the best book you can buy if you are considering hitting the "scene" with your goods.

Sure, she has some "cliche" statements about "getting organized" (but in all fairness, what artist doesn't need to be reminded to get organized?!) and the like, but wow...the sections on how to price your art, marketing with a brochure, the importance of contracts (!!!), grant building, etc etc. are a veritable cornucopia of practical goodness.

This book is so good that I almost burst with pleasure after reading it. I'll be willing to bet a Picasso that her consulting advise is beyond compliment.

They need to stop printing this book!
This book has some good ideas, but it is very dated. It refers to search engines and sites that no longer exist, and doesn't address new technologies and sites. A new edition might be worthwhile, but I'd pass on this one.

The Journey Begins
I am supposed to be a painter. Famous? who cares. I just want to make a living doing what it is I was put here to do.

Thank you Caroll for your book. I read it the first time three years ago. This time I'm taking notes and DOING it. One thing each day to get me to a point where I could transition careers and (pretty much) paint all the live long day.

The most tragic thing in life is wasted talent. Because of this book, I won't have to TELL my children that they can do anything, I will have SHOWN them how its possible.

A book pointing you to other books
I was disappointed in this book. Lots of "resources" listed, but the nuts and bolts boil down to the old "how to" cliches, like Get organized! A computer can help you do this! Many gallery owners are meanies! Far less than what I was looking for. ... Read more

Book Description

YOUR WEB SITE IS COSTING YOU MONEY. IT'S ALSO FILLED WITH SIMPLE MISTAKES THAT TURN OFF VISITORS BEFORE THEY HAVE A CHANCE TO BECOME CUSTOMERS.

According to marketing guru Seth Godin, a web site visitor is a lot like a monkey looking for one thing: a banana. If that banana isn't easy to see and easy to get, your visitor is gone with a quick click on the "Back" button.

In this supremely practical, cut-to-the-chase book, Godin identifies what it takes to create web sites that satisfy visitors and keep them coming back for more. And he's at his prickly stickler best using real-life examples to illustrate the essential truths and ridiculous fictions about how a web site should work. Packed with his inimitable wisdom and compelling hands-on applications, The Big Red Fez is a must-have tool for anyone working on the web. ... Read more

Reviews (30)

Small is beautiful... and keeping it simples pays
Seth Godin can give you more valuable information on the do's and don'ts of Web site design in this small book - with a 1 picture/1 textpage approach that at first glance makes it similar to a kids' book - than any of the boring 500-page encyclopedias by wannabe web "experts" I've read recently.

This is a must-read for anyone that USES the Web, let alone for those whose work is making it. As an interactive marketer, you bet I'll be giving this book to my clients each time they want to put their entire company's history in the homepage. Way to go, Seth!

Look for the big banana
The Big Red Fez is a quick read. This book covers the many does and don't of web site development from a user experience perspective. Even for the experienced web site designer, The Big Red Fez, back to the basic approach serves as a good reminder that the customer comes first.

The loudest message from The Big Fed Fez is that the site should be about the customer not the developer, marketer or business manager. There is some good commentary on customer segmentation and how to address customer segmentation. Another useful idea is trying different approaches and measuring the results of each. There are plenty of products that make this approach feasible and the results make the effort worth while. One of the most important activities is measuring is establishing a baseline.

The Big Red Fez is a quick read, but has many useful ideas and concepts. If you are an engineer, marketer or business owner manager this book provides useful insights into building a great customer experience.

Quick and to the point
There is a reason you are reading these words. There is a reason Amazon is a huge success. In a few simple examples Seth points out some of the ideas of effective web design.

While this book is in no means comprehensive, it is a small invenstment into the future of your web site and business. At $10 and only a half hour read you only need 1 good example to make the book worthwhile!

Like a tutoring session with Seth Godin
(By Edward Trimnell, author of "Why You Need a Foreign Language & How to Learn One," ISBN:1591133343)

There are already lots of books out there about HTML and basic web design, and this book won't teach you how to write code or adjust the RGB settings of your graphic files. The Big Red Fez is the book to read after you have learned the technical nuts-and-bolts (or hired them out to someone else) and you are ready to focus on making your site more profitable.

The book's methodology is to examine various real ecommerce sites, and point out their flaws and strong points. While this may sound simple, Godin's insights are extremely perceptive. Everyone who has ever planned or built a commercial website will recognize at least one of their own mistakes in the Big Red Fez.

Most of all, I like the practical tone of this book. It was written in the aftermath of the Internet bubble. Most of us inevitably absorbed some of the overblown pretenses of the Internet boom years (ex: a focus on flashy multimedia content). The Big Red Fez is therefore a good debriefing for the entrepreneurs and marketing execs who are ready to move forward into the "New" New Economy.

A Review of the Obvious
Some things are so obvious that we shouldn't need to be reminded about them. Unfortunately, while how to design a useful web site should be in this category, according to Seth Godin, it isn't.

In this 100-page book, Godin advocates the simple marketing principal of putting only, as he says it, "one banana" per page - that is only asking the user to do one thing at a time by focusing on the question, 'what do you want the user to actually do?' He demonstrates the effectiveness of this principal by having a single main point for each two-page site-review.

The book also provides a simple metric for designing sites - the further along (or closer to giving you their money / permission / etc.) the more valuable he or she is. As such, the site should direct users along the path to purchase (etc.) not sidetrack them with other suggestions or paths.

The book is not a collection of general principals, but rather a critique of over fifty actual web pages, some praised, others picked apart. As such, the application of the principals is crystal-clear.

The book is clear and concise and (like many of Godin's other books) is a must-read for anyone designing, marketing-through, or engineering a website. ... Read more

Reviews (4)

Only consumer market research, no medical or industrial
Good overview book for consumer market research, but weak in the areas of industrial and medical/pharmaceutical market research, where tactics and objectives are much different.

Coverage of traditional methods is sound and thorough, and the internet market research techniques tend to stick to the conversions from traditional methods. Viral marketing and monitoring are over-looked, probably because few people call such activities market research. Overall, the book is generally well-written.

Two criticisms: With time and budget such a large part of the entire market research field, the book has few numbers in that regard, making it seem less practical than it actually is. Second, the examples start at clearly defined objectives. While it discusses the importance of clear objectives, it conveys it in an academic and simplified manner, not addressing the analytics of turning a vague forecast or planning need into a clear study objective.

As a general market research and survey reference, we at Documus give it good marks.

A thorough and methodical work on Marketing Research
The book is extensive. It will serve as a valuable reference for business people who do not specialize in research; but it is a must read for Marketing People.

Following the book you will be able to create and execute a complete marketing research program. I have used this book in a number of projects and the results were pleasing.

Do not read this book unless you intend to use it. It is a difficult book for people who have average business knowledge.

An excellent textbook for MBA's.
The book has very methodically explained the various aspects of MR. Problem methodology and questionnaire design has been dealt with exhaustively. Data analysis is also very good.

OK for designing questionares, poor at tough techniques
The book spends too much time on developing a questionaire and what errors you can have in sampling a population. Then in the factor and discriminate sections the books blows throught it too quickly and doesn't explain the difference between determining attitude vs. behavior differences. Not a good book for non-MBA people, even as a class textbook it wasn't so good. ... Read more

Book Description

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Reviews (68)

More Valuable Now Than Ever Before
Crossing the Chasm (1991) and Inside the Tornado (1995) should be read in combination. Having just re-read both, I consider them even more valuable now than when they were first published. Chasm "is unabashedly about and for marketing within high-tech enterprises." It was written for the entire high tech community "to open up the marketing decision making during this [crossing] period so that everyone on the management team can participate in the marketing process." In Chasm, Moore isolates and then corrects what he describes as a "fundamental flaw in the prevailing high-tech marketing model": the notion that rapid mainstream growth could follow continuously on the heels of early market success.

In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that turbulence of unprecedented magnitude has occurred within the global marketplace which the WWW and the Internet have created. Moreover, such turbulence is certain to intensify. Which companies will survive? Why? I have only one (minor) quarrel with the way these two books have been promoted. True, they provide great insights into marketing within the high technology industry. However, in my opinion, all e-commerce (especially B2B and, even more importantly, B2B2C) will be centrally involved in that industry. Moreover, the marketing strategies suggested are relevant to virtually (no pun intended) any organization -- regardless of size or nature -- which seeks to create or increase demand for what it sells...whatever that may be. I consider both books "must reading." Those who share my high regard for one or both are strongly urged to read Moore's more recent business classic, Living on the Fault Line.

A classic in business analysis
This book works best when read in combination with Inside the Tornado. These two books have also been updated and integrated into Moore's latest, Living on the Fault Line. Crossing the Chasm, like the other books, is about and for marketing within high-tech enterprises. Moore's view is that high tech products require marketing strategies that differ from those in other industries. The "chasm" is the gap between sales to technically literate buyers and mainstream buyers. Moore's book provides well thought out strategies for bridging this gap. Moore disputes the prevailing view that rapid mainstream growth can follow continuously from early market success. Quite different strategies are needed and Moore provides them, illustrated by examples of companies and products that have successfully crossed the chasm. This is well worth reading, though if you read only one book by Moore, make it his latest, Living on the Fault Line.

a high tech business classic
Let's face it -- 80% of business books are pure garbage.

This is one of the gems. One that should sit on your office bookshelf.

Moore came up with an interesting take on how high tech businesses must move from early adopters to the mainstream and the challenges involved.

Worth reading, even if you think you already understand
Long established as a classic, the drawing depicting the different classes of customers and their adoption rates are commonly used in the industry. I personally thought I already understood it, just from osmosis. However, reading the book taught me more about the characteristics of those customers, how you gain penetration into their markets, and most importantly how you manage a team and produce a product into those markets.

There are also lessons in there about establishing a beachhead and how to choose your target customer that dovetail nicely into some more modern work around persona identification in software development and the need to identify just one target persona for your application at a time. This is a great marketing book -- even if some of the specific company examples are somewhat dated -- whose concepts readily translate into not only management but directly into product development and vision.

Really changed my life about technical sales
There are some rare books that create revelations, and in my professional career, this is one of them. Now it is obvious why I often failed to connect with "Pragmatists" and other customers, who didn't seem to get it like the other "Visionaries" and "Technofiles" I had little trouble selling to.

I was the one who didn't get it!

In addition, marketing and sales books can be such dull tomes, but Moore's professional experience and accesible manner makes for an interesting read. His "lingo" has been picked up but many professionals, to the point where you need to read Moore just to be up to date. But the good news is, you will be much more effective in technical sales and marketing after reading this book. ... Read more

Book Description

Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing.How do these "accidents" really happen, and why do they ultimately succeed or fail?

Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.

Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing.

Fair warning: this book is not for everyone.It proposes untraditional, even counterintuitive practices: Let the marketplace take over. Stop clamoring for control and learn to be spontaneous. Be bold enough to accept a certain degree of uncertainty in the definition of your brands.

Brand hijacking relies on a radical concept: letting go. What a frightening, yet oddly liberating thought.

Marketing without Marketing: A Brand Hijack Manifesto

- Let go of the fallacy that your brand belongs to you. It belongs to the market.

- Co-create your brand by collaborating with your consumers.

- Scrap the focus groups, fire the cool chasers, and hire your audience.

- Facilitate your most influential and passionate consumers in translating your brand's message to a broader audience.

- Be patient. Your brand initiative could take years to take off -or weeks.

- Be flexible. Carefully plan every step, but be totally open to having the story rewritten along the way.

- Lose control. Free yourself to seize sudden opportunities that only last for moments.

- Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect.

- Respect your community. Draw the line between promotion and the adbusting trinity of manipulation, intrusion and co-option.

Let the market hijack your brand.
... Read more

Reviews (8)

One idea made into a dog that don't hunt
There is more than one way to successfully promote a product. If you find a way that has not, up to now, been incorporated into a text book, then use it as long as it works.

That is the substance of the 260 pages of the book. There a few examples, ridden to death, of underground/hippie/counter-culture advertising successes. The point of each is that the advertising was not done in the mainstream, dump a zillion bucks into TV and/or magazine ads manner.

How do you Hijack a brand? You don't. That's the whole point of the concept -- sometimes a subset of the general population will latch onto a product for its own reasons (think Doc Maartens) and propel it to success. The subset "hijacked" the brand, at least in the authors parlance. Another phrase that covers the same ground is "niche marketing." That, of course, derives from the notion of a biological niche. All the plants and animals on the planet live in a niche. How novel, to rename "niche marketing" to "Brand Hijack."

My personal good news is that I was able to read the book in about 90 minutes, minimizing the time wasted.

sets the bar mighty high....
I too read a lot of business books...especially those on marketing.As a pretty small book and magazine publisher (ie old media), I have to be 3 steps ahead when it comes to things. I found myself nodding in agreement with every page I turned.

I recommend reading this book along with Seth Godin's Purple Cow and Free Prize Inside.

The great thing about having a very small budget for marketing is that it forces you to think and be highly creative. Sure, big companies will always have more money....but they may not be able to have more creativity or freedom.

And that's why this book is so useful. It is a blueprint for change that small companies can really embrace...if they choose to.

Should be mandatory reading in business school.
This is one of the best business books I have read in some time - and I read a lot of business books.I picked this book up at a retail store and, being intrigued by the jacket verbiage, actually paid full retail price - something I don't often do.

Wipperfurth has created a terrific read that anyone from an upstart-entrepreneur to a seasoned brand manager or marketing executive will undoubtedly find fascinating and eye-opening.

The best brands are those that develop the highest quality affiliation between the product or service and the mind of the consumer (see the critical research and analysis done by the Gallup Organization's William J. McEwen and John Fleming "Customer Satisfaction Doesn't Count" in which the authors conclude that satisfying customers without creating an emotional connection with them has no real value.Indeed the only thing that matters in the end is the strength or quality of that relationship - something they refer to as customer "engagement").Great brand managers attempt to create, promote and maintain this relationship.But what if the market runs off with your brand?Or, perhaps more importantly, how can you get the market to run off with your brand?

In Brand Hijack, Wipperfurth examines certain brands that have gone a step past the usual brand management tactics - brands that have actually been "hijacked" by consumers - some serendipitously while others have been carefully orchestrated and costly marketing campaigns.Some have failed and some have succeeded and Wipperfurth does a brilliant job of accounting for the difference.As great as it would be to have a marketing windfall in the form of a serendipitous brand hijack, most of us will have to actually make it happen or, at least, attempt to make it happen.But the path is fraught with pitfalls and strewn with the corpses of brand managers who have tried and failed.You will need a guide to climb this mountain and Wipperfurth has here created the equivalent of the Lonely Planet guide to brand hijacking.

The case studies are engrossingly interesting.You may want to read this book with highlighter in hand.Profound insights reside on nearly every page.

I am currently launching a new business and will certainly use what I have learned in this book to better my business plan, my marketing campaigns and my overall approach to customer engagement.

Thanks Alex Wipperfurth for a wonderful read.

Wow... he's captured the uncapturable
Ever read a book and, as you're reading it, you go 'oh.. YEA.. that's RIGHT isn't it".This book if full of those moments.It's rare that I'll pick up a marketing focused book like this and read it in one sitting, but this one did it to me.I literally couldn't put it down.Wipperfurth's insights and observations are dead on.

And the warnings inside the front cover are right: This book is not for everyone.If you're a good solid marketing citizen, particularly one in the corporate world, don't waste your time.You won't get it.But, if you've got at least a tiny streak of the truly creative "f**k em, let's do it this way, it just seems right' in you, read this book.It'll help you validate those innate insights you've had and give you examples of people and companies that have acted on them, and succeeded wildly.It will also lay out how you can really screw up this very real and underutilized approach to marketing, this, well, for lack of a better term "anti-marketing marketing".

Sell all of your other marketing books.
Tucked away, towards the back of Brand Hijack is an inspiring nugget of surprise rarely found in most chartbuster marketing books. "Too often we try to borrow authenticity rather than earn it," Wipperfurth says. "Companies [are] eager to be associated with black culture... [and] in their rush to capitalize on it, they reduce black culture to fashion, buzzwords and trends-raiding it for `everything but the burden.'" Is this a book about marketing and ethics? You bet it is-but Wipperfurth is as invested in new ways to rethink and save the discipline of marketing from its pitfalls as he is interested in cultural theft and racial profiling by those in his line of work. His main point? Marketers are too busy scheming to tell consumers who they are instead of working with consumers to create brand identities.

The result is a must-read for an entire spectrum of 21st-century style-chasers to corporate protesters-from every Sergio Zyman worshipper to Naomi Klein "no-logo" policefolk. But, most of all, this book is for the traditional marketing agency-and anyone who wants to emulate them. A letter to the editor of the New York Times sets the context for Brand Hijack: "We have a message for the movers and shakers of Madison Avenue-`Tone down the relentless yammering; you're talking too loud for us to listen.'"

The subtitle's premise of Marketing Without Marketing is somewhat simple, but like a Paula Z exercise video, it requires remembering to do it everyday to bring around real change: marketers must understand the consumer as a "cultural producer"-an innovative, creative person that is not an empty receptacle for advertisements. Wipperfurth asks marketers to: stop chasing the new cool ("it belongs to the market"), think of marketing as facilitation (treat consumers as peers), "act like an anthropologist when uncovering market opportunity," and give consumers the opportunity to encode their meanings on products instead of having them jammed down their throat. Not easy, but he gives a plethora of examples-from Doc Martens to Napster, and from Pabst Blue Ribbon to Ipods. And, he's full of surprises-anthropological models, cultural studies-type analyses, and the occasional pop-psychological remedy/self-help pick-me-up (e.g., "letting go of an idea").

The advice is ethical: don't tell people who they are, and think about the cultural context of your products. Make moral decisions based on your marketing plan's contents, and figure out ways that your consumers can be "art directors." The real academic and practical theory of Wipperfurth's splendid and well-written work is his ability to draw on academic models and anthropological studies of the consumer, and he explains how to shift from individual-psychological advertising models towards the future of engaging in marketing conversations with consumers in cultural ways, letting brand-hijacks to take over.

An absolute must-read. ... Read more

Amazon.com

Three uniquely targeted guides by Thomas J. Stanley--bestselling author of The Millionaire Next Door--have been released in paperback for those specializing in sales to the wealthy. In Marketing to the Affluent, Stanley defines the moneyed population and outlines the traits it takes to reach them. In Selling to the Affluent, Stanley discusses the true needs of the well-to-do and ways to effectively meet those needs. And in Networking with the Affluent, he explains how to reach this elite audience by securing word-of-mouth endorsements from their peers. ... Read more

Reviews (6)

A must have
As a strong believer in the concept that there are defined qualities that produce given results I was further impressed with this book. When you consider other books covering the millionaire subject such as the Instant Millionaire or the Millionaire Brain, you can start drawing up your own set of criteria that define this important segment along with the parameters that will allow you to reach out and conduct business with this important market.

Outstanding Book, First of its kind
Dr. Thomas Stanley has become a big name since his book "The Millionaire Next Door" but some of his have been tracking his work since his days as Georgia State Professor.

This was his breakthrough work. Lots of original research and tremendous insights.

I work as a financial consultant to people who receive personal injury awards and found Dr. Stanley's writing extremely valuable.

Anyone who works with high producers or who wants to be a high income producer should own this book.

Don McNay...

invaluable
this book is the bible to your success in the field of sales. very descriptive, easy- to-digest advice and overall highly engaging. a more than required purchase for anyone who wants to expand their abilities at work and even personally in the facet of marketing.

A treasure map leading to the wealthy.
You can offer the greatest service in the world, but if you don't know how to reach desired clientle, you won't make nickel.Marketing to the Affluent pinpoints where the real money is. It is like a treasure map for sales people that leads to the right prospects.I also recommend Selling to the Affluent, also by Dr. Stanley.

This book should be issued with every Securities License
For the first time, the financial services industry professional can peek into the trends, buying habits, preferences, and unique characteristics of America's truly wealthy.

This book goes a long way toward dispelling popular myths about the affluent. BMW or Chevrolet? Rolex or Timex? Ralph Lauren or Wal-Mart? If you have ever wondered who REALLY had wealth in America? This will give you the insights you're looking for.

For sales professionals looking to prospect those customers with the greatest buying power or investing abilities, this book is required reading. As a National Sales Manager for a bank brokerage firm, I have given my brokers complimentary copies. I can tell right away which ones read it! ... Read more

Amazon.com

The beauty of marketing is that it happens when we're looking but not noticing. Before you know it, we're using Yahoo! as a search engine, even though serious researchers will tell you that Alta Vista and Dogpile are better. We're buying products that cost more and perform worse, simply because the marketing and branding of those products tells us there's a value there, even if objective analysis tells us otherwise. In The Invisible Touch, Harry Beckwith tells us the obvious--what was right in front of our faces. But because of the blinders we wear, because of the way we've been educated, socialized, or just plain bamboozled, we can't see it as clearly as he can. Thus, in each of his "four keys to modern marketing"--price, branding, packaging, relationships--he offers counterintuitive information that could make or break a business plan. For example, he explains in great detail why a higher price is better than a lower one; why every business, from Apple Computer to the U.S. Army, is a brand-name to be cherished and nurtured; why the orangest orange sells better than the least orange orange, even if both pieces of fruit taste exactly the same; and why the best service providers always remember your name and what you like to drink. This is a business book, but one that everyone who works for a living should read. Pick any page, and you'll find insights that could make you a better teacher, a better salesperson, a better employee in any trade. Beckwith drives home the idea that we're all in the business of marketing ourselves, and we're in that business every waking hour. --Lou Schuler ... Read more

Reviews (18)

The Invisible Touch is clearly a hit
Harry Beckwith has done it again. He follows Selling The Invisible with a book that, like its predecessor, is full of little gems that convey big truths. The Invisible Touch expands on the territory covered in the first book rather than simply repeating it. So you'll find new insights and topics that make this a must read for anyone in business, marketing, or advertising. Go buy it, then buy several for your clients.

Common Sense and Great Examples: Overall, a Great Book!
As a small business owner, one of the most important factor in receiving (and keeping) business is marketing. Beckwith provides a lot of common-sense tools (that are frequently ignored by Fortune 500) companies that can be enormously benefectial--such as refering to a person's first name, and showing passion for one's work, true passion. Yet many of us forget how important common sense is when we are involved in our business. Beckwith's main advice is to remember the human touch--that you are dealing with humans. That means a certain style, a welcoming style, has to be imbedded in all that you do in your business. A very good book!

Michael

Exposes Assumptions
He's off completely though when he gushes over his European hiking pal. What if this hiking pal was a Subway sandwich guy, instead of a 2nd year law student...? Placebo effect in full force again. It depends on "who" is saying your name. How many Moms wish they could change their names?

What's the deal with the Carter-Reagan comparison? That wasn't even intelligent?!?!?!

The greatest insight, I thought, was the discovery that people first make decisions and then seek to justify them. I can see how understanding that concept can be useful. Find out what they've decided first, and then support it or try to change it... Absolutely Brilliant!!!!! I'm soooo guilty of that one.

Thanks Harry for another great treasure of insights. Didn't care for the repeat stuff from "What Clients Love", but you knocked a few out of the park. I'll pay to see that any time!

A rehash of something outstanding
Harry's second book falls prey to his own advice: the first one was so outstanding, that I expected something excellent and was disappointed with merely "good". Like many movie sequels, this book simply repeated themes that were great in the original, but have now grown stale. Of all authors, I was really disappointed in the blatant reuse of specific examples: the orangest orange example, the Peanuts back-of-the-shoes example. Others. I did read it cover-to-cover in one night. I did chuckle. I did enjoy the examples. But there was no blinding new insight.

Having loved his original, I'm disappointed with the sequel. I'm not sure what I was expecting, but I was expecting it to be outstanding. This didn't have it. If you haven't read Selling the Invisible, buy that instead. If you have already read it, don't bother with Part II.

Nice compliment to "Positioning" and "Focus" by Al Ries
Aptly named, "The Invisible Touch" presents brilliant insight into selling and positioning the intangible; services both online and off.

Beckwith argues convincingly that successful service offerings depend not so much on the actual services, but on the consumers' perception of the company offering the services and the consumers' perception of themselves as the decision is made to purchase them. The successful service provider communicates in crystal clear fashion the benefits of said services and charges based on the value delivered. (It's not what you pay; it's what you get!)

Perceived value is affected by numerous factors including environment and price. Can you increase the perceived value of your product or service by simply increasing the price? Beckwith discusses several cases in which this is clearly the case. Can a restaurant improve the taste of its' food by improving the decor? Arguably, yes.

When discussing State Farm, Beckwith states, "It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth."

This strategy has worked well for State Farm. Due to the abundance of information available on the web this may become a required strategy for any company. ... Read more

Book Description

Dramatically increase your ability to sell by learning how to control the mind of your prospect using 30 psychological tiggers to motivate, influence and persuade. ... Read more

Reviews (43)

Triggers
I have read Mr. Sugarman's book and found it to be both helpful and insightful. Once I started reading it, I found it hard to put down. My company operates in the high tech arena and after reading "Scotts (no E-mail)" comments I couldn't disagree more. Mr. Sugarman, one of the nation's most respected authors in sales and advertising, offers no trickery but powerful techniques. My company has effectively used Mr. Sugarman's teachings from his other books, and speaking for myself I think this one is the best.

Basic Premise: Emotion and not logic clinches a sale.
Most experienced sales people and books will tell you that the sales process is an emotional one and logic plays only a secondary role. The author of this book (Joseph Sugarman) takes this concept to the next level and introduces 30 psychological triggers. These triggers (or sales tools) if used correctly by the seller will influence the buyer's state of mind and dramatically increase the chances of a sale.

The author takes these 30 important triggers and devotes a chapter to each and every one of them with clear explanations and examples of why and how these triggers work. Here are just a few sample triggers - Greed, Consistency, Product Name, Prospect Nature, Integrity, Storytelling, Objection Raising and Objection Resolution.

There are a few triggers that are very hard to dispute. The best example is the Exclusivity trigger. Almost every one of us falls for this technique if we are in the market for the product and can afford it. Sometimes, even when we are not in the market and can't afford it, we still seem to fall for this one.

There are a few triggers where I found it difficult to agree with the author on some of the premises. For example, in the chapter on the Sense of Urgency trigger, he states in so many words that it is okay to use some very bold tactics to create a sense of urgency if it looks like you are going to lose the prospect. The author even hints that you really don't have much to lose so it's okay to use certain tactics that I thought were inflammatory. The problem with this approach is that some individuals will never go back to the salesman or the company that hired the salesman. I think one has to consider the possibility that this could turn into a public relations and marketing problem.

But if you take some of the triggers and their explanations with a grain of salt, I think this is a great book overall.

After reading this book, I wondered why logic fails so miserably where emotion succeeds so easily in the sales process. I think the answer lies in the fact that the buyer has to be an expert in order to correctly apply logic and compare any two products. In most cases though, the buyer is not an expert and hence abandons logic and succumbs to emotional triggers in making a decision. Apparently, even in cases where the buyer is an expert, the chances of abandoning logic in the face of very strong emotional triggers are very high.

If you are new to sales, there is a lot you can learn from this book (as I did). If you have a decent amount of experience in sales, this could still be an interesting read.

Two things that struck me about the techniques in this book is that it can work beautifully in situations where you are selling products and in situations where there isn't a long term relationship involved. I am really not sure of the effectiveness of the techniques in this book in the services market and plan on experimenting slowly over time. I am also not sure if the techniques work as well in situations where the sales cycles are very long like in high dollar contract (whether it is a product or a service).

On a final note, I must say that the book is focussed on helping you close a sale but little attention is paid to the important aspect of negotiation. Anytime you are dealing with a high dollar item and the services market, negotiation becomes an integral part of the sales process. This is a very complex topic that is dependent on various factors including the cultural backgrounds of the individuals and companies involved. Overall, a worthwhile book to read to get an invaluable insight into the 30 psychological triggers. Good luck and enjoy learning from this book!

Forget the Gun...Hit the Triggers!!
Joe Sugarman wrote this book five years ago. It is as useful as if he wrote it today. There are things about people that never change. Their hot points are the same today as they were five years ago.
Joe knows his material through trial and error. Why not learn from his mistakes instead of making your own? Be years ahead!
Read what Joe says! I'm certainly happy I did!
Great for every salesperson! Even the best can improve!

Joe Sugarman has a winner
Joe Sugarman has been in marketing for many years. In Triggers he gives specific examples of marketing tools to use including explaining why your product is better over all as well as a lower price than a competing product.
He also gives information on how to become a better buyer by looking at different factors when you want to make a purchase. His writing is light, fun, and informational.

How to get more sales starting today!
Joe Sugarman is the recognized expert of advertising and marketing in our times. People pay big money to hear him speak and not for no good reason.

This book is a wonderful collection of great ideas to help you trigger people to buy your product or service. Apply the ideas contained within and watch your sales soar!

Zev Saftlas, Author of Motivation That Works: How to Get Motivated and Stay Motivated ... Read more

Book Description

Proven guerrilla marketing tactics specifically designed for consultants

Jay Conrad Levinson’s Guerrilla Marketing revolutionized the way marketers do business by defying the conventional wisdom that effective marketing means spending big bucks. He devised highly successful marketing strategies that rely on creativity, imagination, and energy–instead of money–to get the job done. Now, Guerrilla Marketing for Consultants applies the power of guerrilla marketing to the hypercompetitive business of consulting.

"Wow! If you’re the sort of person who tells someone how to build a watch when they ask you what time it is, this is the book for you. No baloney, essential, useful hands-on advice for anyone who’s serious about being a consultant."
–Seth Godin, author of Free Prize Inside

"Great consultants don’t just talk about marketing, they do it–every day. That’s why they win. Follow the marketing advice in this book, and you’ll outsell, outperform, and outlast your competitors."
–Jeffrey Fox, marketing consultant and author of How to Become a Marketing Superstar

"Mike McLaughlin and Jay Levinson are two of the smartest, street-savvy marketers around. Guerrilla Marketing for Consultants distills their collective wisdom into a practical field guide, chock-full of practical tips and tactics."
–Harry Mills, author of The Rainmaker’s Toolkit and Artful Persuasion ... Read more

Download Description

With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Articles include: "Building Brands Without Mass Media" by Erich Joachimsthaler and David A. Aaker, "Brands vs. Private Labels: Fighting to Win" by John A. Quelch and David Harding, "How Do You Grow a Premium Brand?" by Regina Fazio Maruca, "Should You Take Your Brand to Where the Action Is?" by David A. Aaker, "Extend Profits, Not Product Lines" by John A. Quelch and David Kenny, "The Logic of Product-Line Extensions" Perspectives from the Editors, "Can This Brand Be Saved," by Regina Fazio Maruca, "Your Brand's Best Strategy" by Vijay Vishwanath and Jonathan Mark. The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. ... Read more

Reviews (7)

Great ten years ago
This would have been a great read in 1995; however, the statistics and points made seem very dated given today's reality of fragmented segments, consolidated grocery distribution and strength of private label.

This is a good read if you are interested in how issues have changed since '94.

Great for perspectives but not a full picture of branding
This is a great collection of thoughtful "perspectives" on brand related issues, some very thoughtful (e.g., the one on extending premium brands with Transition health clubs as the lynchpin) and others somewhat perplexingly dichotomous (e.g., a chapter on the perils of line extensions which is immediately succeeded by another on the logic of line extensions leaving the reader with no cogent framework for how to decide between the two).

The "book" is structured as a collection of essays, each of which takes up a case study with an actual company and then presents the views of several big-tyke experts about branding issues that the company was faced with. This makes it a fascinating read as a case study guide. An attempt to weave these scattered insights into a summary recommendation at the end of each essay, or at least some mention of what the client in question actually ended up doing, would have been even more useful. Sans such synoptic editing, this book ends up being little more than thought piece for the branding experts on some issues that pertain to corporate identity (and the marketing bottomline) but this is by no means a holistic branding reference as one of the other reviewers seemed to indicate.

All the same, I would still give it is a 4 star for its readability, for the breadth and the reality of the cases picked for discussion, and for the sharpness/relevance of the insights that went into discussing them. Should be a no-brainer of a buy if you are interested in the identity/advertising/marketing strategy industry in any way, especially as a real-world companion to any of Aaker's works.

It's worth to buy it, read it, and think about it.
This collections would absolutely give either the managers in business war or students in acdemic area some fresh insights of "Brand". Most people misunderstand the true meaning of a brand, so they make wrong decisions when facing consumers' wants. You can get new ideas about your business positioning, your strategy, or media policy. Students also should read it, because it will help you to clarify your concept about what "brand" mean. I recommend it to you.

Insightful Perspectives
In this volume, one of a series of anthologies of articles previously published in the Harvard Business Review, we are provided with a variety of different perspectives on a single business subject. Here are the titles and their authors:

"Building Better Brands without Mass Media" (Joachimsthaler and Aaker)

"How Do You Grow a Premium Brand?" (Maruca)

"Should You Take Your Brand to Where the Action Is?" (Aaker)

"Extend Profits, Not Product Lines (Quelch and Kenny)

"The Logic of Product-Line Extensions" (Perspectives from the Editors)

"Can This Brand Be Saved?" (Maruca)

"Your Brand's Best Strategy" (Vishwanath and Mark)

Even if you do not recognize at least a few of the authors' last names, The Harvard Business Review's brand is of sufficient credibility to encourage you to purchase and read this book. I am especially impressed by the inclusion of "Executive Summaries" of key points in each of the articles. No brief commentary such as this can do full justice to the rigor and substance of the articles provided. It remains for each reader to examine the list to identify those subjects which are of greatest interest to her or him. My own opinion is that all of the articles are first-rate. For me, as previously indicated, one of this volume's greatest benefits is derived from sharing a variety of perspectives provided by several different authorities on the same general subject.

This is a classic; nice to have in eBook format too.
I found this collection of articles to be a very helpful business tool day to day. Nice to have in eBook form on your PC, so you can go back and reference it from time to time. The pages render quite well on the screen and its easier to navigate from article to article. I also use the annotation tool to save certain phrases for reminders. Worth the $$ for this one.

Here are some of the articles in this eBook: "Building Brands Without Mass Media" by Erich Joachimsthaler and David A. Aaker, "Brands vs. Private Labels: Fighting to Win" by John A. Quelch and David Harding, "How Do You Grow a Premium Brand?" by Regina Fazio Maruca, "Should You Take Your Brand to Where the Action Is?" by David A. Aaker, "Extend Profits, Not Product Lines" by John A. Quelch and David Kenny, "The Logic of Product-Line Extensions" Perspectives from the Editors, "Can This Brand Be Saved," by Regina Fazio Maruca, "Your Brand's Best Strategy" by Vijay Vishwanath and Jonathan Mark ... Read more

Book Description

Learn the new rules of real estate marketing!

Old rule: Your website is all about you.
New rule: Your website is all about the customer.

Old rule: Online advertising will surpass offline advertising.
New rule: Integrated offline and online advertising wins every time.

Old rule: Delivering leads is the only job for a website.
New rule: The best websites deliver leads and customer service.

These are just some of the new rules of online marketing that you’ll find in this helpful, hands-on guide. In the REAL ESTATE RAINMAKER® Guide to Online Marketing, Dan Gooder Richard offers new solutions and proven ways to use the Internet to drive your real estate business. Whether you’re a novice or a veteran real estate pro, you’ll find all the cutting-edge online strategies you need to design and implement your own effective, profitable marketing strategy–with practical guidance on building a unique online brand with web domains, websites, and e-mail marketing strategies. Full of real-world examples and straightforward guidelines, the REAL ESTATE RAINMAKER® Guide to Online Marketing will help you generate more leads and more business than you ever thought possible! ... Read more

Reviews (8)

Not Just for Realtors!
WOW! I am so energized after reading Dan Gooder Richard's book, REAL ESTATE RAINMAKER GUIDE TO ONLINE MARKETING! I'm not in Real Estate but in Retail with a store front as well as a website. I plan to use Richard's book as my bible for online maketing. Just wait. My website will be topnotch!!

Real Estate Online Marketing Made Simple
For once Dan Gooder Richard has boiled the complex world of real estate online marketing down to simple strategies novices and experts alike can put to use. This book is easy to understand and best of all it's practical. I would highly recommend this book to all levels of agents and brokers who would like to boost their online marketing efforts.

Dan Richard's Second Book Is Great
Dan Gooder Richard really nails it with this second book. His first book was all about advertising and direct mail. This new book is all about websites and e-mail and how to use them for advertising. At last, the second half of the real estate marketing story has been told.

There are so many helpful hints in this book that it is hard to keep track. You have to read it a second and third time to really absorb everything. This is a must read for anyone interested in real estate marketing or marketing in general as the tips could be applied to many industries.

Wow, e-marketing made easy!!!!
I truly enjoyed this book. It is a simple yet powerful guide to real estate e-marketing that really works. Dan Gooder Richard is in the trenches reporting on real life examples and telling what works and what doesn't. I use this book as a reference and a step-by-step guide. Get the book and get started maximizing your online business.

Great Reading and Easy to Understand
This book is great! It has everything the beginner needs to learn about how to use the Internet for marketing. I'm sure vertern Internet users would find the techniques helpful as well. It is easy to understand and gives step by step instructions for things like setting up a website and using emails effectively. I found it very helpful and would suggest it to anyone looking to grow their Internet business. ... Read more

Book Description

A behind-the-scenes look at today's biggest marketing mistakes and successes!
Gain valuable insights by looking behind-the-scenes at some of today's most notable marketing successes and failures. With the Ninth Edition of this best-selling casebook, you'll learn how to make better decisions, implement strategies, avoid pitfalls, and seize opportunities.
In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hands-on exercises and debates invite immersion in their various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.
With the rest updated and revised, this Ninth Edition adds these eight new cases:
* PC Wars: Dell Computer vs. Gateway et al.
* Harley-Davidson: At Last
* Scott Paper, Sunbeam, and Al Dunlap
* The Grea t Firestone/Ford Explorer Tire Disaster
* McDonald's--A Titan Falters
* Snapple: A Sorry Acquisition
* MetLife--Deceptive Sales Tactics
* Newell Rubbermaid--Losing the Battle to Win Shelf Space
In the words of the philosopher, George Santayana, "Those who ignore history are doomed to repeat it." This guide may help you avoid mistakes similar to those already made by corporate giants. ... Read more

Reviews (2)

Great book with a difficult language
This is a great book, however, author's use of "difficult" language makes it a hard reading for students.The point of this book should entirely be to emphasize on facts, rather than to showcase author's verbal capabilities.