Download full Brands And Their Companies eBook or read it online by anytime or anywhere, Available in format PDF, ePub and Kindle. Click button to Get Books and search your favorite books from the online library. Get Free Account to access unlimited books, download fast and without ads! Some books may be limited by the author, therefore we cannot guarantee that Brands And Their Companies book is in the library. Read the full book today as many books as you like for personal use only.


Brands and Their Companies
  • Author : Gale Group,Edgar
  • Publisher : Gale Cengage
  • Release Date : 1996-08
  • Category: Business names
  • Pages : 514
  • ISBN Code: 9780787609979

Summary: New Edition Brands and Their Companies provides current information as well as historic perspective on 326,000 consumer products trade names, brand names and trademarks and their 68,000 manufacturers, importers or distributors. Find the answer to these and similar consumer product questions: -- What specific brand names exist within the market? -- What kinds of products does a company manufacture? -- Where are manufacturers located? -- What trends are companies trying to set through the naming of their products? -- Where can complaints (or praise) about specific products be sent?



Brands and Their Companies
  • Author : Peggy Geeseman
  • Publisher : Unknown
  • Release Date : 2019
  • Category: Brand name products
  • Pages : N.A
  • ISBN Code: 9781410363459

Summary: Lists manufacturers and distributors from small businesses to large corporations, from both the public and private sectors. Provides complete coverage of U.S. consumer brands; manufacturers, importers and distributors; and companies that are out of business, as well as brands that are no longer in production or are now considered generic.









Marketing Information
  • Author : Michael R. Oppenheim,Wendy Diamond Mulcahy
  • Publisher : Routledge
  • Release Date : 2013-10-31
  • Category: Business & Economics
  • Pages : 374
  • ISBN Code: 113518559X

Summary: Help your patrons create effective marketing research plans with this sourcebook! Marketing Information: A Strategic Guide for Business and Finance Libraries identifies and describes secondary published sources of information for typical marketing questions and research projects. Experts in the field offer a guided tour of the signposts and landmarks in the world of marketing information—highlighting the most important features. This extensive guide serves as a strategic bibliography, covering over 200 printed books and serials, subscription databases, and free Web sites. Marketing Information contains several useful features, including: basic bibliographic descriptions with publisher location, frequency, format, price, and URL contact information for each source listed special text boxes with practical tips, techniques, and short cuts an alphabetical listing of all source titles an index to subjects and sources Unlike some research guides that recommend only esoteric and expensive resources, this book offers a well-balanced mix of the 'readily available' and the costly and/or not widely available, so that researchers who lack immediate access to a large university business research collection still has a core of accessible materials that can be found in a public library or on the Web. This book will help you provide top-notch service to clients such as: marketing instructors in developing assignments and other curricula which incorporate a business information literacy component students whose assignments require library or other research to identify and use key marketing information tools entrepreneurs and self-employed business people writing marketing plans, business plans, loan applications, and feasibility plans marketers who wish to consult and/or incorporate standard secondary sources in their marketing plans or research projects experienced market researchers who need relevant secondary sources as a preliminary step to surveys, questionnaires, and focus groups reference librarians who advise these groups in academic, public, or corporate library settings collection development librarians selecting material for public, academic, and special libraries Marketing Information is a practical tool for marketers and for those studying to be marketers. The authors are seasoned academic business librarians who have helped doctoral candidates, faculty researchers, MBA and undergraduate students, marketing professionals, entrepreneurs, and business managers all find the right information. Now, in this resource, they come together to help you!


Branding and Sustainable Competitive Advantage: Building Virtual Presence
  • Author : Kapoor, Avinash
  • Publisher : IGI Global
  • Release Date : 2011-09-30
  • Category: Business & Economics
  • Pages : 294
  • ISBN Code: 1613501722

Summary: Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in consumers’ minds cannot. Branding and Sustainable Competitive Advantage: Building Virtual Presence explores the processes involved in managing brands for long-term sustainable competitive advantage. Managers, professionals, and researchers will better understand the importance of consumers’ perceptions in brand management, gain insight into the interface of positioning and branding, learn about the management of brands over time and in digital and virtual worlds, be able to name new products and brand extensions, and discover how marketers develop and apply strategies to position their brands.


International Business Information
  • Author : Ruth A. Pagell,Michael Halperin
  • Publisher : Global Professional Publishi
  • Release Date : 1999
  • Category: Business
  • Pages : 445
  • ISBN Code: 9781888998832

Summary: � The first such guide � It isn't enough to rely on local or even national knowledge bases any more "The emerging global economy," "transnational corporation," "the world marketplace"--these phases will define the business environment in the twenty-first century. And here is how it works: A sports car is financed in Japan, designed in Italy, and assembled in Indiana, Mexico, and France, using advanced electronic components invented in New Jersey and manufactured in Korea. Hard to believe? Think about all the cross-border mergers and partnerships created in the last few years alone! Changes in the economy required business professionals and researchers to learn about new sources of information, as well as to expand their understanding of international business subjects. The sources, language, document coding, and definitions are different--truly foreign. International Business Information was written to help business professionals find and use the latest and best business information, regardless of source of origin. Among other subjects covered: Key international business publications; important new databases; Company information sources; international accounting standards and practices; international marketing resources; disclosure requirements for major stock exchanges; export/import sources and information; and industrial and economic statistics.


Business Information at Work
  • Author : Michael Lowe
  • Publisher : Routledge
  • Release Date : 2003-09-02
  • Category: Language Arts & Disciplines
  • Pages : 327
  • ISBN Code: 1135477353

Summary: As businesses grow less capital and infrastructure intensive and more people and knowledge intensive it becomes increasingly vital for today's managers to know what business information is available and how to apply it to their own decision-making processes. This book relates organisations' real information needs to specific types and named examples of information sources and services. The final chapter shows how to exploit the vast array of available information systematically, looking, for example, at the role of the information intermediary, the Internet and online hosts. This is a book no well-informed business should be without.


Brands and Branding
  • Author : Rita Clifton
  • Publisher : John Wiley & Sons
  • Release Date : 2009-04-01
  • Category: Business & Economics
  • Pages : 284
  • ISBN Code: 9781576603505

Summary: With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.


The Brutal Truth About Asian Branding
  • Author : Joseph Baladi
  • Publisher : John Wiley & Sons
  • Release Date : 2011-02-16
  • Category: Business & Economics
  • Pages : 288
  • ISBN Code: 0470826509

Summary: This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the "why" rather than just "how" of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands. Ho Kwon Ping Chairman/CEO, Banyan Tree and Board of Trustees, SMU 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere. Timothy Love Vice Chairman Chief Executive Officer, Omnicom APIMA There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read. Richard Eu Group CEO, Eu Yan Sang International The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart. Maarten Kelder Managing Partner (Asia), Monitor Group A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe! Ron Sim Founder & CEO, OSIM International Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi’s text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline. Chris D. Beaumont Professor, Tokyo University, Global Centre of Excellence Director, North Asia, Results International The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution. Michael Newman Author, 22 Irrefutable Laws of Advertising


How to Use the Library
  • Author : Frank Ferro,Nolan Lushington
  • Publisher : Greenwood Publishing Group
  • Release Date : 1998
  • Category: Juvenile Nonfiction
  • Pages : 324
  • ISBN Code: 0313301077

Summary: Presents an overview of how a library is organized, explains how to locate materials and conduct research using electronic as well as traditional media, and features an annotated list of standard resources by topic area.


Building Brands in the Indian Market
  • Author : Tapan Kumar Panda
  • Publisher : Excel Books India
  • Release Date : 2004
  • Category: Brand name products
  • Pages : 433
  • ISBN Code: 9788174463913

Summary: How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.



Managing Corporate Brands
  • Author : Marcos Ormeno
  • Publisher : Springer Science & Business Media
  • Release Date : 2007-12-03
  • Category: Business & Economics
  • Pages : 323
  • ISBN Code: 9783835095991

Summary: Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.


Creating Powerful Brands
  • Author : Leslie de Chernatony
  • Publisher : Routledge
  • Release Date : 2010-10-28
  • Category: Business & Economics
  • Pages : 482
  • ISBN Code: 1136445188

Summary: This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: • Summarises the latest thinking and best practice in the domain of branding • All new real marketing campaigns show how branding theories are implemented in practice • Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.



The Valuation of Intangible Assets
  • Author : Philipp Sandner
  • Publisher : Springer Science & Business Media
  • Release Date : 2010-12-01
  • Category: Business & Economics
  • Pages : 220
  • ISBN Code: 9783834983930

Summary: Intangible assets such as knowledge or brands are increasingly important to companies. Such assets are essentially needed to develop new innovative products and to introduce them to the market. Philipp Sandner is one of the first researchers to approach the valuation of both technology- and market-based intangibles simultaneously by relying on portfolios of intellectual property (IP) derived from patents and trademarks.


The New Rules of Green Marketing
  • Author : Jacquelyn Ottman
  • Publisher : Berrett-Koehler Publishers
  • Release Date : 2011-02-14
  • Category: Business & Economics
  • Pages : 256
  • ISBN Code: 160509868X

Summary: Green products have been around since the 1970s, but it’s only in recent years that they’ve become ubiquitous. It’s not because consumers suddenly prize sustainability above all. It’s because savvy green marketers are no longer trying to “sell the earth”—instead they’re promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits—the new rules—is critical to winning over the mainstream consumer. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers—including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart—Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of “greenwashing,” teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottman’s previous groundbreaking work it into the 21st century. Her new rules relegate traditional “green guilt” approaches to the recycling bin of history, break green products out of their niche and, ultimately do a far better job of advancing the triple bottom line of people, profits, and planet.


Idea Stormers
  • Author : Bryan W. Mattimore
  • Publisher : John Wiley & Sons
  • Release Date : 2012-08-29
  • Category: Business & Economics
  • Pages : 256
  • ISBN Code: 1118238702

Summary: How to solve critical business challenges by generating more and better ideas Every organization needs a steady supply of fresh, relevant ideas, but managers can?t just lock teams in a room with a mandate to brainstorm and hope for the best. Ideation is both a science and an art, and when group ideation processes are well-designed and well-facilitated, anyone can generate an abundance of creative, implementable options?not to mention true breakthroughs?for any business need. Drawing on his work leading high-stakes ideation sessions at over 300 organizations, Mattimore explains the how, what, and why of successful ideation and provides a framework for when and how to apply various techniques. Identifies Mattimore?s top ideation and innovation techniques (including ?brainwalking,? finding inspiration in worst ideas, the unexpected effectiveness of wishing, and more) and lays the groundwork for you to invent successful processes of your own Tells real stories of ideation at work in Mattimore?s consulting business, including how Ben & Jerry?s named a new strawberry fudge flavor, how Thomas? invented a new, healthier English muffin that now accounts for over 30% of its sales, how IBM transformed the culture of one of its divisions to make it more innovative, and many more Mattimore is a world-class expert on applied creativity and an innovation process consultant to over one-third of the Fortune 100 companies; he and his team have helped create and launch products and services worth over $3 billion in annual US retail sales With a diverse range of tested methods, Idea Stormers is the indispensable guide for developing original, practical solutions to even the most intractable-seeming creative challenges.



Contemporary Research in E-Branding
  • Author : Bandyopadhyay, Subir
  • Publisher : IGI Global
  • Release Date : 2008-11-30
  • Category: Games & Activities
  • Pages : 378
  • ISBN Code: 1599048159

Summary: Provides research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications.


International Brand Management of Chinese Companies
  • Author : Sandra Bell
  • Publisher : Springer Science & Business Media
  • Release Date : 2008-03-29
  • Category: Business & Economics
  • Pages : 370
  • ISBN Code: 9783790820300

Summary: China is certainly doing its best to keep the world mesmerized by its e- nomic achievements. The Chinese economic growth story that begun 30 years ago has in terms of dynamics and duration long since surpassed all those “economic miracles” which have brought Germany, Japan, and the South East Asian Tigers into the top–league of the industrialized world. The rapid expansion of the Chinese economy has gone along with a fu- fledged re-integration of China into the global economic system. In the course of the last 30 years China has become a major player in the global economy and today is on a trajectory towards even greater prominence. In recent years, the Chinese economy seems to have reached an imp- tant threshold line of economic development and global integration. In the first quarter century of reform and global opening, Chinese enterprises have been largely confined to a ‘passive’ role in the global division of - bor. Foreign enterprises as the proprietors of greatly superior business models, production technologies, management models as well as very competitively established brands have been integrating Chinese players in their value chains and global operations. Lacking the necessary production technologies, products as well as marketing knowledge to successfully - dress OECD-consumers, Chinese enterprises have been hardly able to - ter the global markets without such guidance. Now, this constellation is changing.


Brewers, Brands and the pub in their hands
  • Author : Tony Thornton
  • Publisher : Troubador Publishing Ltd
  • Release Date : 2014-08-28
  • Category: Business & Economics
  • Pages : 320
  • ISBN Code: 1783065060

Summary: The British pub is a much-loved institution, but recent decades demonstrate how vulnerable it is, being subject to the vicissitudes of fashion, markets, licensing, the economy and most of all the structure of the industry as the big brewers have abandoned their heritage and been supplanted by the Pub Companies and Pub retail groups like Wetherspoons. The book describes the frequent and dramatic changes within the beer industry. It carefully examines the issues and enigmas over the last 50 years in a manner which will enlighten those less familiar with the licensed trade and may alter the perspective of those with closer connections. From the perspective of pub brands, the book examines why they suddenly took hold, how the branding process dovetailed with Nineties inner-city regeneration and why it was supported by some licensing magistrates but opposed by others. How did brands differ from traditional pubs and why were they undermined by them? Tony Thornton looks at community ownership as a vehicle for saving pubs, along with its flaws, and examines the critical role of CAMRA. Returning to the overall market, the book focuses on the battles between the Regional brewers for survival and why these took place. It explains how the hedonism of the Nineties suddenly ended in the new millennium and why the high street operators faced their own crisis, which then merged with that of the retail industry. It also examines how the politicians have frequently misjudged pubs and the beer industry and done it few favours – and how the industry is still paying the price for their decisions. Equally controversially, it discusses why the Beer Tie, the glue that holds the industry together, is threatened if the Government introduces a Statutory Code. Moving to the present, the book considers the effects of the renaissance in brewing, the changes to food-led pubs and debates the impact of Craft beer. It looks at how pubs have changed because of the influence of food. Most crucially it concludes with the plight of the traditional, drinkers pub and looks for positive signs and trends for the future.


How Brands Become Icons
  • Author : D. B. Holt
  • Publisher : Harvard Business Press
  • Release Date : 2004-09-15
  • Category: Business & Economics
  • Pages : 263
  • ISBN Code: 1422163326

Summary: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.


Data Mining Mobile Devices
  • Author : Jesus Mena
  • Publisher : CRC Press
  • Release Date : 2016-04-19
  • Category: Business & Economics
  • Pages : 328
  • ISBN Code: 1466555963

Summary: With today’s consumers spending more time on their mobiles than on their PCs, new methods of empirical stochastic modeling have emerged that can provide marketers with detailed information about the products, content, and services their customers desire. Data Mining Mobile Devices defines the collection of machine-sensed environmental data pertaining to human social behavior. It explains how the integration of data mining and machine learning can enable the modeling of conversation context, proximity sensing, and geospatial location throughout large communities of mobile users. Examines the construction and leveraging of mobile sites Describes how to use mobile apps to gather key data about consumers’ behavior and preferences Discusses mobile mobs, which can be differentiated as distinct marketplaces—including Apple®, Google®, Facebook®, Amazon®, and Twitter® Provides detailed coverage of mobile analytics via clustering, text, and classification AI software and techniques Mobile devices serve as detailed diaries of a person, continuously and intimately broadcasting where, how, when, and what products, services, and content your consumers desire. The future is mobile—data mining starts and stops in consumers' pockets. Describing how to analyze Wi-Fi and GPS data from websites and apps, the book explains how to model mined data through the use of artificial intelligence software. It also discusses the monetization of mobile devices’ desires and preferences that can lead to the triangulated marketing of content, products, or services to billions of consumers—in a relevant, anonymous, and personal manner.


Handbook of Marketing and Finance
  • Author : Shankar Ganesan
  • Publisher : Edward Elgar Publishing
  • Release Date : 2012
  • Category: Business & Economics
  • Pages : 336
  • ISBN Code: 1849806047

Summary: Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.


How to Become Innovative
  • Author : Tony Davila,Marc Epstein,Robert Shelton,Jonathan M. Cagan,Craig M. Vogel
  • Publisher : FT Press
  • Release Date : 2013-08-08
  • Category: Business & Economics
  • Pages : 817
  • ISBN Code: 0133742628

Summary: Making Innovation Work presents a formal innovation process proven to work at HP, Microsoft, and Toyota to help ordinary managers drive top and bottom line growth from innovation. The authors have drawn on their unsurpassed innovation consulting experience -- as well as the most thorough review of innovation research ever performed. They'll show what works, what doesn't, and how to use management tools to dramatically increase the payoff from innovation investments. Learn how to define the right strategy for effective innovation, how to structure an organization to innovate best, how to implement management systems to assess ongoing innovation, how to incentivize teams to deliver, and much more. This book offers the first authoritative guide to using metrics at every step of the innovation process -- from idea creation and selection through prototyping and commercialization. This updated edition refreshes the examples used throughout the book and features a new introduction that gives currency to the principles covered throughout. ¿ For years, Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets -- or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding brand-new chapters on service design and global innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new second edition presents: Revolutionary (Apple-style) and evolutionary (Disney-style) approaches to innovation: choosing between them, and making either one work More coverage of Value Opportunity Analysis and ethnography New case studies ranging from Navistar's latest long-haul truck to P+G's reinvention of Herbal Essences, plus updates to existing cases New coverage of the emerging environment of product-service ecosystems Additional visual maps and illustrations that make the book more intuitive and accessible Readers will find new insights into identifying Product Opportunity Gaps that can lead to enormous success, navigating the "Fuzzy Front End" of product development, and leveraging contributions from diverse product teams -- while staying relentlessly focused on their customers' values and lifestyles, from strategy through execution.


For Immediate Release
  • Author : Ronn Torossian
  • Publisher : BenBella Books, Inc.
  • Release Date : 2011-10-18
  • Category: Business & Economics
  • Pages : 288
  • ISBN Code: 1936661276

Summary: It is essential that businesses know how to communicate quickly, often preemptively, and effectively to survive—and at a cost that is far lower than comparable marketing and ad campaigns. The first book by the owner of a top 50 PR agency, For Immediate Release, Ronn Torossian reveals how public relations can do just that—while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google). For Immediate Release will show you how to: Frame the debate and control the conversation Use new and old media in tandem to find your audiences and create highly personal, relevant impressions tailored for them Promote the interests of your brand or business; deter or potentially stop what is not in your interest Build on great press, and avoid or minimize bad press Ensure the first thing people see about your business or brand during an Internet search is exactly what you want them to see Handle a crisis in the most effective and efficient manner See the positive difference effective PR makes through compelling case studies—Louis Vuitton, Fubu, BP, Toyota, Philip Stein, Zappos, and interviews with experts including Dr. Keith Ablow, political strategists Frank Luntz, Roger Stone and Hank Sheinkopf, and many others—and your own business.


New Developments in Online Marketing
  • Author : Stephen Tagg,Alan Stevenson,Tiziano Vescovi
  • Publisher : Routledge
  • Release Date : 2013-09-13
  • Category: Business & Economics
  • Pages : 14
  • ISBN Code: 1135743525

Summary: There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information ‘pull’ rather than ‘push’, user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour across a diverse range of industries. These new applications represent a fundamental change in the way people use the Internet, their online expectations, and experiences. From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture – a ‘Net generation’ culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new ‘mindsets’ and innovative approaches to marketing, customer, and network relationships. This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and ‘New-Wave Globals’; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing. This book was originally published as a special issue of the Journal of Marketing Management.


Strategy and Management of Industrial Brands
  • Author : Philippe Malaval
  • Publisher : Springer Science & Business Media
  • Release Date : 2003-12-31
  • Category: Business & Economics
  • Pages : 398
  • ISBN Code: 9781402077531

Summary: On a practical level, this book aims to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? It also defines and expands on two objectives to be added to the traditional functions of branding.


Value Above Cost
  • Author : Donald E. Sexton
  • Publisher : Pearson Prentice Hall
  • Release Date : 2009-03-12
  • Category: Business & Economics
  • Pages : 368
  • ISBN Code: 9780137033171

Summary: This book systematically explains how to maximize shareholder value. Columbia University's Don Sexton fully identifies the real drivers of shareholder value, unifying key concepts from marketing, branding, economics, management, finance, accounting, and statistics. Sexton introduces a powerful new metric: Customer Value Added (CVA), the difference between customer-perceived value and variable cost per unit. Next, he demonstrates CVA at work, presents research and case studies that prove its value, and shows how to use it to consistently measure, manage, and optimize profit, cash flow, and shareholder value. Readers will learn why CVA works; how to measure it; how changes in CVA correlate to changes in profits and cash flow; and how to use CVA to steer the enterprise. Along the way, Sexton illuminates CVA's key implications for managers, including why managers must focus attention simultaneously on both customers and costs, and why well-publicized "generic strategies" such as "net recommend" offer only part of the solution. Finally, drawing on his own extensive experience consulting on CVA and related issues, Sexton presents easy-to-use worksheets for translating CVA concepts into reality in your own organization.


Essentials of Business Communication
  • Author : Mary Ellen Guffey,Dana Loewy
  • Publisher : Cengage Learning
  • Release Date : 2012-01-15
  • Category: Business & Economics
  • Pages : 592
  • ISBN Code: 1133710905

Summary: ESSENTIALS OF BUSINESS COMMUNICATION, 9TH EDITION presents a streamlined approach to business communication that includes unparalleled resources and author support for instructors and students. ESSENTIALS OF BUSINESS COMMUNICATION provides a four-in-one learning package: authoritative text, practical workbook, self-teaching grammar/mechanics handbook, and premium Web site. Especially effective for students with outdated or inadequate language skills, the Ninth Edition offers extraordinary print and digital exercises to help students build confidence as they review grammar, punctuation, and writing guidelines. Textbook chapters teach basic writing skills and then apply these skills to a variety of e-mails, memos, letters, reports, and resumes. Realistic model documents and structured writing assignments help students build lasting workplace skills. The Ninth Edition of this award-winning text features increased coverage of electronic messages and digital media, redesigned and updated model documents to introduce students to the latest business communication practices, and extensively updated exercises and activities. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.


The Royal Nonesuch
  • Author : Glasgow Phillips
  • Publisher : Open Road + Grove/Atlantic
  • Release Date : 2007-12-01
  • Category: Biography & Autobiography
  • Pages : 384
  • ISBN Code: 155584720X

Summary: “The hipster cultural economy of the dot-com boom is skewered in this hilarious coming-of-age memoir” (Publishers Weekly, starred review). Glasgow Phillips published his debut novel Tuscaloosa at the tender age of twenty-four. The results were disastrous: encouraging reviews, translations, a paperback sale, a film option, and a Stegner Fellowship at Stanford. But over the next two years, as Phillips’s second novel unraveled and freelance journalism assignments ended in humiliation, a horrible, secret thought took hold in him: perhaps, just possibly, whatever talent he had was of the kind that would never be more than promise. Washed up as a “real” writer before he was thirty, Phillips went to Los Angeles and formed a company with his best childhood friend Jason McHugh, independent producer of Cannibal! The Musical and Orgazmo. The Royal Nonesuch is the story of Phillips’s rollercoaster ride through the twisted world of underground Hollywood and the funhouse of the Internet during the boom. Phillips builds a hilarious and poignant memoir, in the tradition of Augusten Burroughs and Sean Wilsey, from tales of promise and failure, family and madness, friendship and redemption, fame and infamy, and good old-fashioned hustling. It is a remarkable book; a brilliant portrait of a generation in all its foolish glory. “The best book I’ve read about being in your twenties and trying to figure out what to do with your life . . . Something this funny shouldn’t also be this profound.” —Matt Stone, cocreator of South Park