Books

A selection of books on marketing topics written by or relating to WPP people.

PERSONALITY NOT INCLUDED: Why Companies Lose Authenticity and How Great Brands Get it Back ^NEW
Rohit Bhargava, 2008
In his new book, PERSONALITY NIOT INCLUDED, marketing expert, award winning blogger and social media guru Rohit Bhargava explains how faceless companies do not work in today’s environment. In a world where consumers have more access to information than ever, and more power to share their voice, a brand's identity is no longer controlled through marketing and advertising. In this new era, what you demonstrate to your customers matters most. This is the power of your personality.

A Brand with Power: Fuelling Success in the Energy Market  ^NEW
Lars Kaa Andersen, 2008
Deregulation is causing the utilities market to change across much of the globe. In the free market, state-owned monopolies have been replaced by an array of companies selling gas, electricity and water. From dusty monopoly to Danish Energy giant, this book explores how DONG shook off its outdated image and completely transformed itself into an innovative and dynamic company with a strong brand.

DigiMarketing: The Essential Guide to New Media and Digital Marketing 
Kent Wertime & Ian Fenwick, 2008
Developments in media and digital technology have spawned a new era in marketing.DigiMarketing: The Essential Guide to New Media & Digital Marketing provides readers with a comprehensive overview of the major digital channels being used, including explanations of the key trends in mobile marketing, blogging, games, digital media, digital point-of-sale, Web 2.0, and consumer created content.

Greater Good: How Good Marketing Makes for Better Democracy 
John Quelch & Katherine Jocz, 2008
Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In Greater Good, the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices.

Microtrends: The Small Forces Behind Tomorrow's Big Changes
Mark Penn & E. Kinney Zalesne, 2007
Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn’s analysis. In Microtrends, you’ll understand why so many influential leaders have sought Mark Penn's counsel. Mark Penn highlights everything from religion to politics, from leisure pursuits to relationships. Microtrends will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

Get Ahead by Going Abroad: A Woman's Guide to Fast-Track Career Success
Stacie Nevadomski Berdan, C. Perry Yeatman, 2007
A ground-breaking book that highlights a growing trend among successful, globe-trotting women. Working abroad can fast-track your career, broaden your professional capabilities, increase your pay and expand your personal horizons.

BrandSimple
Allen P. Adamson, 2006
Drawing on years of experience with some of the world’s top brands, Allen Adamson argues for a return to the basics of good branding and shows how to simply and effectively communicate your brand’s message

Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
Jeremy Bullmore, 2006
A collection of thought-provoking observations on marketing issues from client management and brand management to strategy and product development. Essential reading for any communications professional

Space Race
Jim Taylor, 2005
What is communications planning? Where is it going? Who will own it? How will it change things? Planner Jim Taylor sets out to define the structure of tomorrow's agencies by interviewing the leading lights of the industry today

Billions: Selling to the New Chinese Consumer
Tom Doctoroff, 2005
Doctoroff delves into the contemporary Chinese consumer psyche to explain buying decisions; provides tools to help harness insights into consumers' fundamental motivations and reveals the pitfalls into which many multinationals fail

Brands & Gaming
David Nichols, Tom Farrand, Tom Rowley, Matt Avery, 2005
Added Value marketers on how brands and businesses can understand and harness computer gaming, the huge opportunities available and the unique rules of engagement required

One Billion Customers
James McGregor, 2005
Ogilvy Public Relations advisor and former Wall Street Journal China bureau chief McGregor on the lessons from the front line of doing business in China. Includes case studies of successful, and unsuccessful, ventures

Pick Me
Janet Kestin, Nancy Vonk, 2005
Ogilvy & Mather Toronto co-creative chiefs on how to land a job in advertising and thrive once you're in. Fourteen industry luminaries share their insights.

The Future of Men
Marian Salzman, 2005
Charts the evolution of the role of men and what it means for business and culture, arguing that the new definition of male will revolutionise how we define and reach the 'new' male market

Sponsorship's Holy Grail
Raymond Bednar, 2005
Employs Six Sigma quality improvement programme to enable organisations to understand, conduct and monitor sponsorship activities in line with specific business goals

The Advertised Mind
Erik du Plessis, 2005
Draws on information about the working of the human brain to suggest why emotion is so important a factor in remembering an advertisement and pre-disposing consumers to buy brands

BRANDsense
Martin Lindstrom, Millward Brown, 2004
Employs Millward Brown research to explore the effects of leveraging all five of the senses - touch, taste, smell, sight and sound - when building brands

The Business of Brands
Jon Miller, David Muir, 2004
Outlines how brands are a source of value for businesses in terms of shareholder value through revenue generation and as a management tool – and for consumers, as a source of trust or predictor of quality

Being Direct: Making Advertising Pay
Lester Wunderman, 2004
In his own words, how 'the pioneering father of direct marketing' did it. With a groundbreaking final chapter on marketing in the 'post-present' and a new chapter on the impact of the Internet

More Bull More
Jeremy Bullmore, 2003
A collection of 70 short essays covering the marketing gamut, from advertising and brands to the people they are aimed at

The 360 Degree Brand in Asia
Mark Blair, Richard Armstrong, Mike Murphy, 2003
With case studies on IBM, American Express, Pond's Institute, Nestle, amongst others, the authors set out a framework by which companies can plan their marketing strategy and budgets as they globalise

Truth, Lies & Advertising
Jon Steel, 1998
Describes how successful account planners work in partnership with clients, consumers and agency creatives. Argues that well-thought-out account planning results in better, more effective marketing and advertising

Ogilvy On Advertising
David Ogilvy, 1985
The timeless reference on what works to create great brands, effective campaigns that make the cash register ring, and a productive agency environment. David Ogilvy pulls no punches, and his advice is priceless.