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Positioning: The Battle for Your Mind, 20th Anniversary Edition
“Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning ...”—David Bohnett, Chairman and Founder of GeoCities A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals—including tens of thousands of Ries and Trout groupies, worldwide—the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer’s mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking..
Price: $15.16
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Marketing by the Dashboard Light
A marketing dashboard can be your catalyst for success and credibility But where do you start? What do you include? And how do you ensure that the marketing dashboard will add to marketing's accountability? Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments gives you insight into planning, design, construction, and implementation of an effective marketing dashboard. And for those who already have one, Marketing by the Dashboard Light gives you the information you need to help retool and focus your dashboard for maximum effect. Marketing by the Dashboard Light features insight from interviews with CMO's from Forture 100 companies including: Allstate, Charles Schwab, McDonald's Corporation, Hewlett Packard, Wachovia, Citibank, Home Depot, Pitney Bowes, Dow Corning, General Electric, and many others..
Price: $34.95
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They Walked To Freedom 1955-1956: The Story of the Montgomery Bus Boycott
In the early 1950s, Rosa Parks-who was born in Tuskegee, Alabama, and worked as a seamstress most of her life- became active in the American Civil Rights Movement and worked as a secretary for the Montgomery branch of the NAACP. She also attended the Highlander Folk School, an education center for workers' rights and racial equality. On December 1, 1955, in Montgomery, Parks refused to obey a public bus driver's orders to give up her seat in the "colored" section of the bus to a white man. She was arrested, tried, and convicted for disorderly conduct. Partially in response to her arrest, Martin Luther King, Jr., then a relatively unknown Baptist minister, led the yearlong Montgomery bus boycott, which forced the public transportation authority to end the practice of racial segregation on public buses. This event helped spark many other protests against segregation. Meanwhile, in 1956, Parks's case ultimately resulted in the U.S. Supreme Court's ruling that segregated bus service was unconstitutional. This year marks the 50th anniversary of Rosa Parks' brave act of civil disobedience. The Montgomery Advertiser presents a tribute to Ms. Parks and the impact her stand against inequality had on civil rights, illustrated with rich stories and stunning photos from the archives of the Advertiser..
Price: $6.68
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30-Second Seduction: How Advertisers Lure Women Through Flattery, Flirtation, and Manipulation
Have you ever wondered why you’re drawn to one type of cereal over another or why you think of that model with the gorgeous skin when you are buying a bottle of lotion? You are being seduced by the advertising industry. Every consumer choice you make—from what soap to buy to which car to drive—has been influenced by advertising. In 30-Second Seduction author and Marketplace reporter Andrea Gardner focuses on the many ways that advertising targets women and how those ads affect decisions, purchases, and everyday life. When writing 30-Second Seduction, Andrea interviewed a handful of women from diverse backgrounds, of all ages, and from different parts of the U.S. to uncover how advertising impacts every woman in different ways—from their reactions to specific ads to the television ads they found most memorable and what brands they bought recently. She also talks to marketing professionals from companies like Dove, Kimberly Clark, Lee, and Proctor Gamble to find out how they are seeking to break through the ad clutter and enchant women. Ultimately, Andrea argues that advertising isn’t a bad thing for women. It is important for women to be informed, objective buyers. .
Price: $1.95
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Being Direct: Making Advertising Pay
Lester Wunderman created the business known as direct marketing He conceived and refined its basic strategies, and he gave it a name. Today, he is Chairman of Wunderman, Cato, Johnson, the largest direct marketing organization in the world, with billings in excess of $1.5 billion and 65 offices in 36 countries. This is his own story, in his own words, of how he did it -- how he sold everything from roses to Ford cars, from credit cards to coffee, using the direct marketing techniques he and his agency created; how he showed Time, Inc., how to market its magazines and Columbia Records how to become one of the largest and most sophisticated direct marketers in the world. 25 years before the Internet was conceived, in a now-famous speech delivered at MIT, Wunderman described the sales relationship of the future as "interactive." In tomorrow's electronic marketplace, the "interactive" techniques that Wunderman developed will account for the great majority of sales worldwide. Wunderman's intimate first-person account provides a business road map to the future..
Price: $3.50
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Media Mythmakers: How Journalists, Activists, and Advertisers Mislead Us
This hard-hitting critique of our media culture examines not only the ways in which we are deceived, but also the media's role in propagating those deceptions But "Media Mythmakers" goes beyond criticism to give concrete examples of the damage that manipulation of the news causes. From missing children to the aftermath of the September 11 attacks, from the efforts to end slavery to AIDS education, myths and deception in the media threaten us all. While the public is being misled, real problems go unaddressed and resources are wasted on misguided ideas. In an increasingly complex world, where accurate and unbiased information is more important than ever, this book provides a timely and much-needed analysis..
Price: $9.80
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Aftermarketing
Thoroughly updated, Aftermarketing offers a theory-based, yet pragmatic plan for building an effective customer retention program. The book unites the important fields of database development, customer satisfaction research, customer service and direct marketing, showing how to use them together to maximize their power in strengthening relationships with customers. Aftermarketing tells how to: construct a customer database, manage it and use it wisely; make customer satisfaction programs more responsive to customer retention; establish information dialogues with customers by actively answering their complaints and compliments; build formal communication programs dialoging with customers through magazines, newsletters, and correspondence. A relevant guide for managers (in large and small companies), retailers, educators and students, Aftermarketing is applicable to product and services, consumer and industrial markets, and both the profit and non-profit sectors..
Price: $19.95
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