Knowledge - Books

Consultant Knapp shows how the best practitioners, including such household names as Starbucks, Citigroup, Whirlpool, Lexus, and Hallmark, shrewdly develop and maintain their brands in the face of ferocious competition. This book is aimed at managers, not just marketers. Readers can assess and improve their own efforts by adopting Knapp's proven components of the Brand Mindset for brand success. ... [ read more ]

"The Discipline of Market Leaders" explores what it takes to be a leader at the top of your field. As the customers' demands for the highest quality products, best and fastest services, and lowest prices fluctuate daily, the rules for market leadership change as well. This book also contains case studies on actual companies.... [ read more ]

This is great for small businesses, but anyone can benefit from the "guerrilla" point of view. Gives a great view of basic database and research goals.... [ read more ]

Sales, Marketing, and Continuous Improvement, is a straightforward, example-filled guide that discusses the need to have sales and marketing as part of your improvement processes. With a step-by-step 6 phase guide, author, Stowell, offers practical guidance for avoiding common pitfalls. This book is good for anyone in a management position in any company, in any industry.... [ read more ]

A group of 25 worldwide opinion-makers, from CEOs to athletes, comment on the concept and future of brands.... [ read more ]

Customer Loyalty explores the true meaning of customer loyalty and how to acheive it. Author, Griffin, outlines the seven stages of customer affinity and offers strategies for recognizing which fustomers have the potential to become a company's advocates. This book is helpful for business people in small or large product or service based companies.... [ read more ]

This is a landmark book from one of the marketing world's legends. New edition includes information on integrated communications.... [ read more ]

"Total Customer Service" discusses how companies rarely become serivce leaders through blind evolution. Using case studies of companies who have been successful service leaders, readers will learn how to stay on top of the quality of their customer service in this ever-changing business environment.... [ read more ]

The authors of 20 essays look at branding from a wide range of perspectives, from the creation of a new brand and development of brand names through packaging design and advertising. For executive-level managers who are either directly or indirectly involved with marketing and branding, this is a must read.... [ read more ]

The Power of Alignment shows you how to keep your company on the right track towards success. With the five key elements of organization (people, process, customers, business strategies, and leadership) at its core, The Power of Alignment offers a clear framework for aligning and linke the crucial elements that bild and sustain a company's success.... [ read more ]

D'Alessandro, CEO of the John Hancock insurance group, offers principles for improving a company's understanding of brand usage. He succeeds at reminding everyone from the CEO to the people on the assembly line that their company's brand is its most crucial asset.... [ read more ]

Feed Your Eagles offers advice on how to successfully motivate your sales force and ultimately increase sales. The author examines the positive motivators sales managers need to make their sales team successful as well as the negative motivators which can hinder performance.... [ read more ]

Hughes walks you through the essentials of building and maintaining an effective database.... [ read more ]

... [ read more ]

The authors unveil the Brand Portfolio Approach, a strategy that they claim increases the value of brands by exploding them beyond the boundaries of their division or their parent company. Covers brand extensions and repositioning, as well as an organizational design for implementing brand-portfolio management.... [ read more ]

Selling Through Quality Proposals is a no-nonsense guide for putting quality into the sales process. Readers will learn how to integrate proposals into the selling process, use proposals to create long-term partnerships and alliances, show buyers how to enhance the "bottom-line," and much more.... [ read more ]

Experienced marketers, especially senior managers, will benefit from the author's strategies for integrating direct mail, advertising, telemarketing, and field sales for maximum impact.... [ read more ]

... [ read more ]

Written by executives who prepare other executives for international travel and one Fulbright scholar in cross-cultural communication, this work is a godsend for rapidly growing international collections. It is useful for companies planning a program overseas, although it contains some oversimplifications. Highly recommended to any business traveler--or any student of the diversity of human cultures. ... [ read more ]

Killing the Sale explores the 10 most common fatal mistakes that salespeople make and then have ways of how to avoid them. Perfect for any salesperson looking to improve their sales.... [ read more ]

Anyone who runs a direct mail program will get a lot out of Benson's shared experiences, triumphs, failures, and rules of thumb.... [ read more ]

Author Levinson applies his proven guerrilla philosophy to advertising in Guerrilla Advertising. This step-by-step guide will help you develop advertising strategy, design effective ads and copy, maximize advertising effectiveness, focus your audience and much more.... [ read more ]

The authors examine what they feel is the link between employee, customer, and investor loyalty and attempt to prove that traditional accounting practices do not show the "loyalty effect." They make a compelling case by applying other gauges to show the impact of loyalty on long-term organization performance.... [ read more ]

The Future Consumer explores what the consumer in the future will be like, with 330 examples of global marketing techniques and a thorough explanation of what marketing in the future will be like.... [ read more ]

You won't find the secrets to motivating the middle 60 percent in this book, but you will find ample reasons why you should try. Drawing on their years of management consulting experience and academic research, the authors provide compelling evidence that profit and growth can be directly linked to both customer and employee satisfaction. They also provide a macro recipe for "capitalizing on the service profit chain," including management, marketing, operations, and measurement strategies.... [ read more ]