Influence: Science and Practice
Call Number: BF774.C53 2009 (Library West)
ISBN: 9780205609994.5thedition, Pearson Education,259p.,$28.30
Publication Date: 2009
How does this information make you feel about the book? If, even for a moment, you thought that a proven and popular book might be the one you were interested in, you may have been persuaded by a potent principle of influence--in this case, the principle of social proof. Have you ever found yourself saying “ yes” to a telemarketer or to a child selling candy and then wonder why you have just agreed to subscribe to a magazine that you really aren't interested in or to buy a candy bar that you really don't want? In this revised, updated, and expanded book, not only will you find out what techniques were used to get you to say yes, but you will also learn some worthwhile ways to defend yourself from future requests.
Call Number: HN65 .K43 2003 (Library West)
ISBN: 0743227298. Free Press, 353 p. $26.00
Publication Date: 2003
Who are they? The most influential Americans -- the ones who tell their neighbors what to buy, which politicians to support, and where to vacation -- are not necessarily the people you'd expect. They're not America's most affluent 10 percent or best-educated 10 percent. They're not the "early adopters," always the first to try everything from Franco-Polynesian fusion cooking to digital cameras. They are, however, the 10 percent of Americans most engaged in their local communities...and they wield a huge amount of influence within those communities. They're the campaigners for open-space initiatives. They're church vestrymen and friends of the local public library. They're the Influentials...and whether or not they are familiar to you, they're very well known to the researchers at RoperASW. For decades, these researchers have been on a quest for marketing's holy grail: that elusive but supremely powerful channel known as word of mouth. What they've learned is that even more important than the "word" -- what is said -- is the "mouth" -- who says it. They've identified, studied, and analyzed influence in America since the Standard Oil Company of New Jersey (now Exxon) hired Elmo Roper himself to develop a model for identifying opinion leaders, and in The Influentials, they are finally ready to share their results. Although America's Influentials have always been powerful, they've never been more important than now. Today, a fragmented market has made it possible for Influentials to opt out of mass-message advertising, which means that a different route must be taken to capture their hearts and minds. The Influentials is a map for that route, a map that explains who these people are, how they exercise influence, and how they can be targeted. The Influentials features a series of rules and guidelines for marketing to Influentials; case studies of products that have prospered because of Influential marketing (and products that have failed because they lacked it); a history of the phenomenon...and why Influentials are more influential today than ever; and profiles of twelve real-life Influentials. Both an intellectual adventure and a hands-on marketing manual, The Influentials is an extraordinary gold mine of information and analysis that no business can afford to ignore.
Inside the Mind of the Shopper: The Science of Retailing
Call Number: HF5429 .S5937 2009 (Library West)
ISBN: 9780137126859. Wharton School Pub., 227 p. $25.99
Publication Date: 2009
What do you really do when you shop? The answers are fascinating and, for retailers, they're cash in the bank. InInside the Mind of the Shopper, world-renowned retail consultant Dr. Herb Sorensen, Ph.D. uncovers the truth about the retail shopper and rips away the myths and mistakes that lead retailers to miss their greatest opportunities. Every year, says Sorensen, shoppers will spend a quadrillion seconds in supermarkets and they'll waste 80% of that time. Drawing on Sorensen's breakthrough second-by-second analysis of millions of shopping trips, this book reveals how consumers actually behave, move, and make buying decisions as they move through supermarkets and other retail stores. Sorensen presents powerful, tested strategies for designing more effective stores, improving merchandising, and driving double-digit sales increases. He identifies simple interventions that can have dramatic sales effects, and shows why many common strategies simply don't work. You'll learn how to appeal to the "quick trip" shopper; make the most of all three "moments of truth"; understand consumers' powerful in-store migration patterns; improve collaboration between manufacturers and retailers; learn the lessons of Stew Leonard's and other innovators; and much more. Then, in Part II, Sorensen presents revealing interviews with several leading in-store retail experts, including crucial insights on using technology and retailing to multicultural communities.
Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management
Call Number: HD69 .B7 .K46 2005 (Library West)
ISBN: 0471690163. Wiley, 334 p., $29.95
Publication Date: 2005
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes the latest thinking on key branding concepts, including brand positioning and design, strategies for launching new brands, leveraging existing brands, and managing a brand portfolio, techniques for building a brand-centered organization, and insights from senior managers who have fought branding battles and won. This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Kellogg on Marketing
Call Number: HF5415 .K4443 2010eb e-book (MyiLibrary)
Publication Date: 2010
The second edition of this book will provide Kellogg's unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The first two sections will focus on fundamental marketing strategy. These topics include: segmentation, targeting and positioning, consumer insight, building and managing brands, and marketing research. Faculty who authored chapters on these topics in the first edition will revise their chapters to reflect changes in the field.Chapters in the third, final, section will cover hot topics such as social innovation, consumer generated media, counterfeit products, marketing for a cause, internal branding, product line management, and the integration of channel management and supply chain management.
Luxury Brand Management
Call Number: HD69 .B7 C473 2008 (Library West)
ISBN: 0470823267. John Wiley & Sons, 423 p., $39.95
Publication Date: 2008
A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
Managing Customers as Investments: The Strategic Value of Customers in the Long Run
Call Number: HC79 .C6 G86 2005 (Library West)
ISBN: 0131428950. Wharton School Pub., 205 p., $29.95
Publication Date: 2005
What's a customer really worth? Can you find out, without endlessly complex modeling? And once you know, what should you do with that knowledge?Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketing effectiveness, generate improvements throughout the entire customer relationship life cycle, and improve decision-making. Everyone tells you to manage your business around customers. This book gives you the tools to do it.
The Market Research Toolbox
Call Number: HF5415.2 .M83 2012 (Library West)
ISBN: 9781412991735. 3rd edition, Sage Publications, 253 p., $49.95
Publication Date: 2012
The ability to connect easily with customers online together with today’s emphasis on market and customer focus across the firm, means that many more people than ever before are involved in the design and conduct of market research. This book provides an overview for busy managers and MBA students seeking a place to begin. It shows how to think about market research in the context of business decisions, describes the essential market research techniques, skills, and applications, and provides cases from a variety of business situations.
Marketing by the Numbers: How to Measure and Improve the ROI of any Campaign
Call Number: HF5415.1265 .H3665 2011eb e-book (Books 24x7)
ISBN: 9780814416204. Amacom-American Management Association, 246 p., $27.95
Publication Date: 2010
With marketing budgets stretched tight, it's harder than ever to justify expenditures, and ensure that marketing dollars are spent in ways that get results. Marketing by the Numbers shows readers how to implement, evaluate, and utilize key analytics to maximize marketing ROI. Explaining best practices and the most useful dashboards and tools, the book equips readers with proven methodsto: * Predict, monitor, and measure the success of campaigns based in both traditional and Internet media * Align business and marketing goals * Concentrate on the right metrics rather than drowning in a sea of data * Turn data into actionable recommendations Providing case studies, techniques, and checklists, the book pays special attention tothe new generation of web tools, and reveals how any business can effectively use the data available to them; and take advantage of every marketing opportunity.
The Marketing Gurus: Lessons From the Best Marketing Books of All Time
Call Number: HF5415 .M85 2006 (Library West)
ISBN: 9781591841050. Portfolio, 290 p., $24.95
Publication Date: 2006
Since 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Soundview’s summaries have won it acclaim as the definitive selection service for sophisticated business book readers. For the first time ever, Soundview is bringing together summaries of seventeen essential marketing classics in a single volume. The Marketing Gurus includes two all-new,previously unpublished summaries-The Tipping Point by Malcolm Gladwell and Crossing the Chasm by Geoffrey Moore. The Marketing Gurus distills thousands of pages into fewer than three hundred, making it ideal for busy professionals, students, and anyone curious about how marketing has evolved.
Marketing Insights from A to Z: Eighty Concepts Every Manager Needs to Know
Call Number: HF5415 .K63127 2003 e-book (Books 24x7) and Library West
Publication Date: 2003
In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more.
Marketing Metaphoria: What Seven Deep Metaphors Reveal About the Minds of Consumers
Call Number: HF5415.32 .Z353 2008 e-book (Books 24x7) and Library West
Publication Date: 2008
Meet the seven samurai of metaphor in this provocative follow-up to How Customers Think. Jerry and Lindsay Zaltman explain how and why we use deep metaphors, which the authors define as any form of non-literal representation so deeply embedded in a person's thought processes that the person is unconscious of using it.Focusing on the seven metaphors - balance, connection, container, control, journey, resource, and transformation--the Zaltmans show how deep metaphors unconsciously pervade and shape our lives. If we recognize them and understand their power over us, we can use them more purposefully to improve the quality of customer relationships and market research and to challenge such pervasive business practices as market segmentation. Most important, deep metaphors can help prompt deeper thinking about key issues in business, where much thought is usually shallow, transient, and insight-free.To demonstrate the possibilities, the Zaltmans use an array of everyday stories from their research. The authors also share images collected through, or created by consumers during, their research to reveal insights better expressed through pictures than words.
Marketing Mistakes and Successes
Call Number: HF5415.1 .H37 2009 (Library West)
ISBN: 9780470169810. 11th edition, 406 p., $55.00
Publication Date: 2009
This best-selling casebook, now in its 11th edition, presents a series of fascinating scenarios that let you learn from some of today's most prominent business players. In an engaging, conversational style, Robert Hartley provides detailed analysis of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes. These real-life accounts are packed with practical tips, insider insights, and marketing advice. As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing.
The Marketing Plan
Call Number: HF5415.13 .C6348 2005 (Library West)
ISBN: 0471230596. 4th edition, Wiley, 348 p., $56.80
Publication Date: 2004
Whether you're starting a new business or launching a new product line within a company, you won't be able to succeed without a clear plan that defines your goals and how you will achieve them Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you'll need to develop marketing plans like the pros. The Marketing Plan, 4th Edition presents step-by-step procedures--from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. Plus, a new appendix shows how to apply strategy in your marketing plan. When you complete the book, you will not only know what to do, but also how and why.
The Marketing Plan: How to Prepare and Implement It
Call Number: HF5415 .L83 2011eb ebook (Books 24x7)
Publication Date: 2011
Even if you've created marketing plans before - it doesn't matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch. But with the brand new and completely updated fourth edition of Bill Luther's classic The Marketing Plan, you'll learn how to navigate this perilous new landscape - while actually generating a working marketing plan for your business. By answering questions in each chapter, readers will identify their marketing objectives and deploy specific strategies for every stage of the marketing cycle, from competitive and market analysis to planning, budgeting, brand development, and management. Featuring case studies and examples from major brand successes of the last ten years, the newest edition of The Marketing Planis undoubtedly the most practical - and the most up-to-the-minute - marketing strategy resource available. Complete with access to online software to aid in decision making, pricing, budget calculations, sales projections, and more, this one-of-a-kind guide provides everything you need to produce an impressive and professional marketing plan.