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Title |
Author |
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All Consumers Are Not Created Equal NEW
This book demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program. A previous Atticus winner, it introduces many of the ideas, now widely accepted, about segmenting customers by profitability. |
Garth Hallberg |
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Public Opinion in a Globalised World NEW
Written by leading political experts across the TNS global network, the book explores the importance of public opinion in informing politics in modern democracies and across our globalised economies. It reveals a rare international perspective on public opinion polling issues that are key to political decision makers. |
Marita Carballo & Ulf Hjelmar |
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Rigorous Magic: Communication Ideas and their Application NEW
In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions. |
Steve Hatch & Jim Taylor |
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Mobile Marketing Essentials, Strategy & Best Practices NEW
Mobile Marketing Essentials is a book for marketing managers, brand managers and their agencies. It helps you developing campaigns or manage both client and agency engagements. |
Matthieu Vermeulen & Paul Amsellem |
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Action Planning: How to Follow Up On Survey Results to Implement Improvement Strategies
For anyone who needs clarification on what action planning is and how to maximize its effectiveness, this is the perfect resource. |
The Foresight Group |
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The Dictionary of Change
Dictionary compiled by Bates 141 identifying new words and phrases that entered into common parlance during 2008. |
Bates 141 |
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The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
In this thorough investigation of brand strength in the accelerated modern business world, Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. |
Nigel Hollis |
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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site
In this book, two world-class experts present today's best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals. |
Bill Hunt and Mike Moran |
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Strategic Database Marketing
Strategic Database Marketing details the latest web-focused strategies for unleashing the power in your company's customer database and turning it into a sales-building weapon. |
Arthur Middleton Hughes |
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The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
Your company's stock price depends on the value of your brand. So if consumers aren't valuing it as much as financial markets, the future of your company could be in for big trouble. You could be the victim of a "brand bubble." Customer surveys show that the number of high-performance value-creating brands is diminishing across the board. Yet at the same time, businesses and financial markets keep raising brand valuations. The result? A brand bubble that could erase large portions of intangible value in your company and send another shockwave through the global economy. |
John Gerzema and Ed LeBar, 2008 |
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BrandDigital: Simple Ways Top Brands Succeed in the Digital World
In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen Adamson explained, in a straightforward manner, how powerful brands get built. Adopting the same engaging style in BrandDigital: Simple Ways Top Brands Succeed in the Digital World, he explains that in the fast accelerating digital marketplace the basic principles of building a powerful brand have not changed (as some may think) but, rather, have been magnified. He clearly demonstrates that in an environment where everything is visible, audible, and sharable, brand professionals have an unprecedented opportunity to learn more about their customers than ever before, making it possible to deliver experiences that reinforce customer relationships - and brand equity - more successfully than ever before. |
Allen P. Adamson, 2008 |
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ENTERPRISE 2.0: How Social Software Will Change the Future of Work
Enterprise 2.0 is one of the first books to explain the impact that social software will have inside the corporate firewall, and ultimately how staff will work together in the future. Niall Cook helps you navigate this emerging landscape and introduces the key concepts that make up 'Enterprise 2.0'. The 4Cs model at the heart of the book uses practical examples from well known companies in a range of industry sectors to illustrate how to apply Enterprise 2.0 to encourage communication, cooperation, collaboration and connection between employees and customers in your own company. |
Niall Cook, 2008 |
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China's Creative Imperative: How Creativity is Transforming Society and Business in China
Based on interviews with a wide range of creators - designers, musicians, folk artists, painters, discussions with common people about the role that creativity played in their seemingly mundane lives, and extensive trawling of the popular culture scene in China, China's Creative Imperative provides rich evidence and a provocative point-of-view that businesses should find hard to ignore. While the subject matter of this undertaking is as vast and diverse as the idea of creativity itself, Sinha and his team discovered several trends in modern Chinese creativity, along with key insights valuable to any business hoping to grow in China. |
Kunal Sinha, 2008 |
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PERSONALITY NOT INCLUDED: Why Companies Lose Authenticity and How Great Brands Get it Back
In his new book, PERSONALITY NOT 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. |
Rohit Bhargava, 2008 |
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Customer Churn Reduction and Retention for Telecoms: Models for All Marketers
Industry expert Arthur Middleton Hughes explains what Telecom enterprises can do to continue to exist. Their salvation rests not in their technologies, Hughes explains, but in their marketing strategies. |
Arthur Middleton Hughes, 2007 |
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A Brand with Power: Fuelling Success in the Energy Market
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. |
Lars Kaa Andersen, 2008 |
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DigiMarketing: The Essential Guide to New Media and Digital Marketing
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. |
Kent Wertime & Ian Fenwick, 2008 |
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Greater Good: How Good Marketing Makes for Better Democracy
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. |
John Quelch & Katherine Jocz, 2008 |
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Actionable Web Analytics: Using Data to Make Smart Business Decisions
Getting ROI from the web is everyone's job. Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands. These lessons help executives, marketers, web managers, designers, and developers take action based on the actual behavior of site visitors. |
Jason Burby & Shane Atchison, 2007 |
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Microtrends: The Small Forces Behind Tomorrow's Big Changes
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. |
Mark Penn & E. Kinney Zalesne, 2007 |
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Get Ahead by Going Abroad: A Woman's Guide to Fast-Track Career Success
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. |
Stacie Nevadomski Berdan, C. Perry Yeatman, 2007 |
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BrandSimple
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 |
Allen P. Adamson, 2006 |
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Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
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 |
Jeremy Bullmore, 2006 |
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Space Race
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 |
Jim Taylor, 2005 |
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Billions: Selling to the New Chinese Consumer
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 |
Tom Doctoroff, 2005 |
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Brands & Gaming
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 |
David Nichols, Tom Farrand, Tom Rowley, Matt Avery, 2005 |
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One Billion Customers
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 |
James McGregor, 2005 |
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Pick Me
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. |
Janet Kestin, Nancy Vonk, 2005 |
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The Future of Men
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 |
Marian Salzman, 2005 |
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Sponsorship's Holy Grail
Employs Six Sigma quality improvement programme to enable organisations to understand, conduct and monitor sponsorship activities in line with specific business goals |
Raymond Bednar, 2005 |
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The Advertised Mind
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 |
Erik du Plessis, 2005 |
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BRANDsense
Employs Millward Brown research to explore the effects of leveraging all five of the senses - touch, taste, smell, sight and sound - when building brands |
Martin Lindstrom, Millward Brown, 2004 |
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The Business of Brands
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 |
Jon Miller, David Muir, 2004 |
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Being Direct: Making Advertising Pay
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 |
Lester Wunderman, 2004 |
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More Bull More
A collection of 70 short essays covering the marketing gamut, from advertising and brands to the people they are aimed at |
Jeremy Bullmore, 2003 |
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The 360 Degree Brand in Asia
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 |
Mark Blair, Richard Armstrong, Mike Murphy, 2003 |
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Truth, Lies & Advertising
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 |
Jon Steel, 1998 |
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Ogilvy On Advertising
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. |
David Ogilvy, 1985 |