Books

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

	Title	Author
	A-Z Dictionary of Change 2010 Bates 141's "A-Z Dictionary of Change 2010" is an annual handbook containing words and concepts that are changing the way people live, work, play and learn.	Bates 141, 2010
	The Future of Marketing The Future of Marketing is a collection of commentaries from 50 CEOs of some of the world's most successful businesses - who were asked to answer one simple question: 'What role do you see marketing playing in the future success of your company?'	The Marketing Society, 2010
	Shopper Marketing: How to increase purchase decisions at the point of sale Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year.	Markus Stahlberg, Ville Maila, 2010
	Vulnerability Management Vulnerability management proactively prevents the exploitation of IT security gaps and weaknesses that exist particularly within a larger organization. This book demonstrates how prevention can reduce the potential for exploitation and shows that it takes considerably less time and resources to manage potential weaknesses, than to clean up after a violation.	Park Foreman, 2009
	Black and Green: Black Insights for the Green Movement Black and Green is a call to action for the Black community to join the green movement. The book offers insights, ideas, and strategies that demonstrate how Black people can benefit from this movement and also fuel the go-green effort.	Jamal Ali, 2009
	The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning Marketing guru Bob Gilbreath explains how to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers’ needs and move more product than ever.	Bob Gilbreath, 2009
	Brand Stand: Seven Steps to Thought Leadership A modern-day bible on thought leadership. It is the first book on the topic which outlines a method, START IP, which provides companies and individuals with a step-by-step process to arrive at a thought leadership position and advises how to take it to market.	Craig Badings, 2009
	China Beyond China’s 4th-6th tier towns, which account for 37% of China’s population, have notably different consumer cultures and retail landscapes not only from the major metropolises of Beijing, Shanghai and Guangzhou but also from 2nd-3rd tier cities, according to ’China Beyond’, a new study released by Ogilvy China.	Ogilvy & Mather China, 2009
	Inside the Mind of the Shopper: The Science of Retailing How today's shoppers really think, behave, and buy: Breakthrough insights for creating high-profit retail experiences.	Herb Sorensen, 2009
	Survive, Exploit, Disrupt The first book in Mindshare's new Strategy Applied publication series deals with recession strategies	Peter Steidl, 2009
	Qualitology This book centres on offering classical knowledge and techniques which are still used successfully today, as well as emerging trends and innovative techniques adapted to solve contemporary marketing issues.	Pepe Martinez 2008
	Perfect Pitch A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business.	Jon Steel, 2006
	A Smile in the Mind: Witty Thinking in Graphic Design A Smile in the Mind focuses on the graphics which give the most pleasure - the ideas that prompt a smile. These are the jobs that people remember, the projects that make designers famous.	Beryl McAlhone & David Stuart, 1998
	Beans and Pearls Seminal lecture delivered by Martin Sorrell to D&AD in 1996 placing creativity – in its widest sense – at the core of WPP’s offer to clients.	Martin Sorrell, 1996
	All Consumers Are Not Created Equal 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
	Public Opinion in a Globalised World 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
	Rigorous Magic: Communication Ideas and their Application 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
	Mobile Marketing Essentials, Strategy & Best Practices 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
	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
	The Dictionary of Change Dictionary compiled by Bates 141 identifying new words and phrases that entered into common parlance during 2008.	Bates 141
	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
	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 & Mike Moran
	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
	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 & Ed LeBar, 2008
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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
	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