Marketing Books: A - B
"Although it takes only a semester to learn marketing, it takes a lifetime to master it."
—Philip Kotler
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Call Number: HF5415.K624 2005 (Library West)
ISBN: 0814472958. AMACOM. 168 p. $17.95
Publication Date: 2005
Over the years, world-renowned marketing guru Philip Kotler has been asked thousands of questions by clients, students, business audiences, and journalists. Now in one quick reference, Kotler provides answers to some of the toughest ones, revealing his philosophies on marketing topics including strategy, product, price, place, promotion, marketing research and planning, direct marketing, small business marketing, and more. According to Kotler offers his insightful, thought-provoking answers to questions such as: - What effects are dynamics like globalization, hyper competition, and the Internet having on marketing? - What skills do marketing managers need to be successful? - What marketing strategies make sense during a recession? - What are holistic marketing and reverse marketing? - How can a local brand be turned into a global brand? - What signs might indicate a need for a change in strategy? - What does the marketing department of the future look like? Kotler expounds on these and many other questions in this fascinating, landmark book no marketing professional should be without.
Call Number: HF5823 .B438 2007 e-book (MyiLibrary) and Library West
ISBN: 9781442206694.Rowman&Littlefield,4thedition
Publication Date: 2011
Now in its fourth edition, the popular Ads, Fads, and Consumer Culture is an engaging cultural studies critique of contemporary advertising and its impacts on American society. Arthur Asa Berger looks at marketing strategies, sex and advertising, consumer culture, political advertising, and communication theory and process to give an accessible overview of advertising in America. This new edition features up-to-date examples and new theoretical material, including expanded discussions of a number of topics, such as Weber's study of religion and its role in consumption, the role of the unconscious and emotion in shaping consumer behavior, the way brands shape the behavior of "mall girls," sexuality and advertising, and Maslow's theory of needs. The book also comes complete with updated ads and Berger's signature drawings. Whether they are new to Berger's lively style of teaching and writing or loyal adopters, advertising and media professors will want to check out the latest edition of this text.
Call Number: HF5415.123 .K45 2007 e-book (Books24x7)
ISBN: 9780814473832. AMACOM, 228 p. $24.95
Publication Date: 2007
It’s official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message — because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level. Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people’s interest...and generate much more than buzz.
Call Number: HF5438.4.F75 2004 (Library West)
ISBN: 0674012984. Harvard University Press, 368 p., $27.95
Publication Date: 2004
In this entertaining and informative book, Walter Friedman chronicles the remarkable metamorphosis of the American salesman from itinerant amateur to trained expert. From the mid-nineteenth century to the eve of World War II, the development of sales management transformed an economy populated by peddlers and canvassers to one driven by professional salesmen and executives. From book agents flogging Ulysses S. Grant's memoirs to John H. Patterson's famous pyramid strategy at National Cash Register to the determined efforts by Ford and Chevrolet to craft surefire sales pitches for their dealers, selling evolved from an art to a science. "Salesmanship" as a term and a concept arose around the turn of the century, paralleling the new science of mass production. Managers assembled professional forces of neat responsible salesmen who were presented as hardworking pillars of society, no longer the butt of endless "traveling salesmen" jokes. People became prospects; their homes became territories. As an NCR representative said, the modern salesman "let the light of reason into dark places." The study of selling itself became an industry, producing academic disciplines devoted to marketing, consumer behavior, and industrial psychology. At Carnegie Mellon's Bureau of Salesmanship Research, Walter Dill Scott studied the characteristics of successful salesmen and ways to motivate consumers to buy. Full of engaging portraits and illuminating insights, Birth of a Salesman is a singular contribution that offers a clear understanding of the transformation of salesmanship in modern America.
Call Number: BF448.G53 2005 (Architecture Library and Library West)
ISBN: 0316172324. Little, Brown, and Company, 288 p., $25.95
Publication Date: 2005
How do we make decisions--good and bad--and why are some people so much better at it than others? That's the question Malcolm Gladwell asks and answers in the follow-up to his huge bestseller, The Tipping Point. Utilizing case studies as diverse as speed dating, pop music, and the shooting of Amadou Diallo, Gladwell reveals that what we think of as decisions made in the blink of an eye are much more complicated than assumed. Drawing on cutting-edge neuroscience and psychology, he shows how the difference between good decision-making and bad has nothing to do with how much information we can process quickly, but on the few particular details on which we focus. Leaping boldly from example to example, displaying all of the brilliance that made The Tipping Point a classic, Gladwell reveals how we can become better decision makers--in our homes, our offices, and in everyday life. The result is a book that is surprising and transforming. Never again will you think about thinking the same way.
Call Number: HF5415.153 .K53 2005 e-book (Books24x7) and Library West
ISBN: 1591396190.240p.$27.95
Publication Date: 2005
Written by the business world's new gurus, Blue Ocean Strategy continues to challenge everything you thought you knew about competing in today's crowded market place. Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, authors W. Chan Kim and Renee Mauborgne argue that lasting success comes from creating 'blue oceans': untapped new market spaces ripe from growth. And the business world has caught on - companies around the world are skipping the bloody red oceans of rivals and creating their very own blue oceans. With over one million copies sold world wide, Blue Ocean Strategy is quickly reaching "must read" status among smart business readers. Have you caught the wave?
Call Number: HD69 .B7 T7596 2004 (Library West)
ISBN: 0743243463. Simon & Schuster, 327 p., $27.00
Publication Date: 2004
Branding, says James Twitchell, is nothing more than commercial storytelling; brands are the stories that are associated with products. (For example, the special taste of Evian, says Twitchell, is in the brand, not the water.) Branding has become so successful, so ubiquitous that even institutions that we thought were above branding, antithetical to branding, have succumbed. Such cultural institutions as religion, higher education, and the art world have learned to love Madison Avenue or lose market share. Of course, most ministers, university presidents, and museum directors will insist that branding has nothing to do with them, but as Twitchell brilliantly demonstrates in this witty, insightful examination of three of our most important cultural institutions, wherever supply exceeds demand branding follows. The rise of the megachurch epitomizes branding in religion. From its inception the megachurch was designed not to compete with other churches but to bring in the "unchurched," especially men, worshippers who might otherwise be home watching television or strolling through the mall on a Sunday morning. Colleges and universities have embraced branding as they have grown more alike. Especially among the top schools in the country, the student bodies, the faculties, often even the campuses themselves are practically interchangeable. What distinguishes each school is the story it tells about itself. Now every institution of higher learning has its image organizers, its brand managers, usually in the admissions or development offices, whose job it is to make their institution seem different from all the rest. Even museums, with their multimillion-dollar Monets, have seen the advantages of branding. In perhaps his most subversive observation, Twitchell doesn't condemn the branding of cultural institutions. On the contrary, he believes that branding may be invigorating our high culture, bringing it to new audiences, making it a more integral part of our lives. Not since Bobos in Paradise has there been such a trenchant, provocative analysis of our world.
Call Number: HF5415.32 .L557 2011 (Library West)
ISBN: 9780385531733.CrownBusiness,291p.,$25.00
Publication Date: 2011
Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars. Picking up from where Vance Packard's bestselling classic, The Hidden Persuaders, left off more than half-a-century ago, Lindstrom reveals: New findings that reveal how advertisers and marketers intentionally target children at an alarmingly young age – starting when they are still in the womb!, shocking results of an fMRI study which uncovered what heterosexual men really think about when they see sexually provocative advertising (hint: it isn’t their girlfriends), what a 3-month long guerilla marketing experiment, conducted specifically for this book, tells us about the most powerful hidden persuader of them all, and much, much more. This searing expose introduces a new class of tricks, techniques, and seductions – the Hidden Persuaders of the 21st century- and shows why they are more insidious and pervasive than ever.
Call Number: HF5415.12615 .P73 2010 e-book (Books24x7) and Library West
ISBN: 9780470601778.Wiley,252p.,$27.95
Publication Date: 2010
As much as 95% of our decisions are made by the subconscious mind: As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, in order to appeal directly and powerfully to our brains. The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience affects how we make, buy, sell, and enjoy everything, as well as how this new knowledge can enhance customers' overall lives. The Buying Brain gives you the key to: brain-friendly product concepts, design prototypes and formulations, highly effective packaging, pricing, advertising, and in-store marketing, building stronger brands that attract deeper consumer loyalty and more. A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier-the human brain.
Call Number: HF5415.1255.W35 2008 (Library West)
ISBN: 9781400063918. Random House, 291 p. $25.00
Publication Date: 2008
Brands are dead. Advertising no longer works. Weaned on TiVo, the Internet, and other emerging technologies, the short-attention-span generation has become immune to marketing. Consumers are “in control.” Or so we’re told.
In Buying In, New York Times Magazine “Consumed” columnist Rob Walker argues that this accepted wisdom misses a much more important and lasting cultural shift. As technology has created avenues for advertising anywhere and everywhere, people are embracing brands more than ever before–creating brands of their own and participating in marketing campaigns for their favorite brands in unprecedented ways. Increasingly, motivated consumers are pitching in to spread the gospel virally, whether by creating Internet video ads for Converse All Stars or becoming word-of-mouth “agents” touting products to friends and family on behalf of huge corporations. In the process, they–we–have begun to funnel cultural, political, and community activities through connections with brands. Walker explores this changing cultural landscape–including a practice he calls “murketing,” blending the terms murky and marketing–by introducing us to the creative marketers, entrepreneurs, artists, and community organizers who have found a way to thrive within it. Using profiles of brands old and new, including Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, Walker demonstrates the ways in which buyers adopt products, not just as consumer choices, but as conscious expressions of their identities. Part marketing primer, part work of cultural anthropology, Buying In reveals why now, more than ever, we are what we buy–and vice versa.
In Buying In, New York Times Magazine “Consumed” columnist Rob Walker argues that this accepted wisdom misses a much more important and lasting cultural shift. As technology has created avenues for advertising anywhere and everywhere, people are embracing brands more than ever before–creating brands of their own and participating in marketing campaigns for their favorite brands in unprecedented ways. Increasingly, motivated consumers are pitching in to spread the gospel virally, whether by creating Internet video ads for Converse All Stars or becoming word-of-mouth “agents” touting products to friends and family on behalf of huge corporations. In the process, they–we–have begun to funnel cultural, political, and community activities through connections with brands. Walker explores this changing cultural landscape–including a practice he calls “murketing,” blending the terms murky and marketing–by introducing us to the creative marketers, entrepreneurs, artists, and community organizers who have found a way to thrive within it. Using profiles of brands old and new, including Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, Walker demonstrates the ways in which buyers adopt products, not just as consumer choices, but as conscious expressions of their identities. Part marketing primer, part work of cultural anthropology, Buying In reveals why now, more than ever, we are what we buy–and vice versa.
Call Number: HF5415.12615.L56 2010 (Library West)
ISBN: 9780385523899. Broadway Books, 272 p. $15.00
Publication Date: 2010
In BUYOLOGY, Lindstrom, who was voted one of Time Magazine's most influential people of 2009, presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores: Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products? Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves?Can "Cool" brands, like iPods, trigger our mating instincts? Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product? Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars?
Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced – or turned off – by marketers' relentless attempts to win our loyalty, our money, and our minds.
Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced – or turned off – by marketers' relentless attempts to win our loyalty, our money, and our minds.
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Marketing Books: C - F
Call Number: HF5430.3.U53 2004 (Library West)
ISBN: 0743235916. Simon & Schuster, 227 p. $24.95
Publication Date: 2004
Paco Underhill, the Margaret Mead of shopping and author of the huge international bestseller Why We Buy, now takes us to the mall, a place every American has experienced and has an opinion about. The result is a bright, ironic, funny, and shrewd portrait of the mall — America's gift to personal consumption, its most powerful icon of global commercial muscle, the once new and now aging national town square, the place where we convene in our leisure time.It's about the shopping mall as an exemplar of our commercial and social culture, the place where our young people have their first taste of social freedom and where the rest of us compare notes. Call of the Mall examines how we use the mall, what it means, why it works when it does, and why it sometimes doesn't.
Call Number: HF5415.32.S6 2011 (Library West and Marston Science Library)
ISBN: 9780136110927. 9th edition, Prentice Hall, 654 p., $198.67
Publication Date: 2011
Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences. Consumers Rule; Perception; Learning and Memory; Motivation and Values; The Self; Personality and Lifestyles; Attitudes and Persuasive Communications; Individual Decision Making; Buying and Disposing; Groups; Organizational and Household Decision Making; Income and Social Class; Ethnic, Racial, and Religious Subcultures; Age Subcultures; Cultural Influences on Consumer Behavior; Global Consumer Culture. For marketing professionals who want to understand the latest trends in consumer behavior.
Call Number: HF5415.32.S18 2011 (Library West)
ISBN: 9781616144296. Prometheus, 374 p., $25.00
Publication Date: 2011
In this highly informative and entertaining book, Dr. Gad Saad, the founder of the vibrant new field of evolutionary consumption, illuminates the relevance of our biological heritage to our daily lives as consumers. While culture is important, Dr. Saad shows that innate evolutionary forces deeply influence the foods we eat, the gifts we offer, the cosmetics and clothing styles we choose to make ourselves more attractive to potential mates, and even the cultural products that stimulate our imaginations (such as art, music, and religion).The Consuming Instinct demonstrates that most acts of consumption can be mapped onto four key Darwinian drives—namely, survival (we prefer foods high in calories); reproduction (we use products as sexual signals); kin selection (we naturally exchange gifts with family members); and reciprocal altruism (we enjoy offering gifts to close friends). The author further highlights the analogous behaviors that exist between human consumers and a wide range of animals. For anyone interested in the biological basis of human behavior or simply in what makes consumers tick—marketing professionals, advertisers, psychology mavens, and consumers themselves—The Consuming Instinct is a fascinating read.
Call Number: HF5415.I53 .B463 2012 (Library West)
ISBN: 9781451686579.Simon&Schuster,$26.00
Publication Date: 2013
New York Times bestseller What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Contagious combines groundbreaking research with powerful stories. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
Call Number: HF5415.32 .C73 2012 e-book (MyiLibrary)
ISBN: 9780765629647.M.E.Sharpe,331p.$44.95
Publication Date: 2012
The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can he used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.
Call Number: HF5439 .H54 M66 1999 (Library West)
ISBN: 0066620023.HarperBusiness,227p.,$17.99
Publication Date: 1999
Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
Call Number: HB801.S56 2011 (Library West)
ISBN: 9780307887320. Crown Business. 357 p., $15.88
Publication Date: 2011
In Demand, Adrian Slywotzky provides a radically new way to think about demand, with a big idea and a host of practical applications—not just for people in business but also for social activists, government leaders, non-profit managers, and other would-be innovators. To succeed in their various missions, all these groups need to master such ground-breaking concepts as the hassle map (and the secrets of fixing it); the curse of the incomplete product (and how to avoid it); why “very good” does not equal “magnetic”; how what you don’t see can make or break a product; the art of transforming fence sitters into customers; why there’s no such thing as an average customer; and why real demand comes from a 45-degree angle of improvement (rather than the five degrees most organizations manage).
Call Number: HD30.3.K38 2011 (Library West)
ISBN: 9781591843795. Portfolio/Penguin, 211 p., $26.95
Publication Date: 2011
Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques. Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd." Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people. As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.
Call Number: HF5415.1265 .S65 2010 e-book (MyiLibrary & Books 24x7)
ISBN: 9780470571095.John Wiley,382p.,$24.95
Publication Date: 2010
Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business'one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits.Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams.Today, no business can afford to ignore the social media revolution. If you're not using social media to reach out to your customers and the people who influence them, who is?
Call Number: HF5415.2 .W454 2012 e-book (MyiLibrary)
ISBN: 9780313396069.Praeger,167p.,$37.00
Publication Date: 2012
The Entrepreneur's Guide to Market Research is a must-have for anyone who wants to start or expand a business. This fact-filled, actionable book offers a step-by-step guide to researching and documenting the market potential of any product or service, something that is an essential—and too-often overlooked—part of constructing a workable business plan. Author Anne M. Wenzel, herself a principal in a market research firm, takes entrepreneurs through the process of assessing such things as market size and growth, market trends and needs, emerging technologies, competition, and distribution patterns. She discusses types of market research and makes it clear what market research can and can't do to improve the chances of success. Finally, the book shows entrepreneurs how to document findings as part of a well-written business plan that will be invaluable for their own decision-making and can also be shared with potential partners, lenders, and investors.
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Call Number: HF5415.15.P56 2011 (Library West)
ISBN: 9781422161975. Revised edition, Harvard Business Review Press, 359 p., $24.95
Publication Date: 2011
In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their book The Experience Economy is now a classic, embraced by readers and companies worldwide and read in more than a dozen languages. And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable—and lucrative—impression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out? Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples—including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others—to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.
Call Number: HF5415.15.P56 1999 e-book (Books 24x7) and Library West
ISBN: 0875848192.HarvardBusinessSchoolPress,254p.,$24.95
Publication Date: 1999
With The Experience Economy, Pine & Gilmore explore how successful companies — using goods as props and services as the stage — create experiences that engage customers in an inherently personal way. Why does a cup of coffee cost more at a trendy cafe than it does at the corner diner or when brewed at home? It's the value that the experience holds for the individual that determines the worth of the offering and the work of the business. From online communities to airport parking, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating engaging experiences for both consumers and corporate customers. Make no mistake, say Pine & Gilmore: goods and services are no longer enough. Experiences are the foundation for future economic growth, and The Experience Economy is the playbook from which managers can begin to direct new performances.
Call Number: HD30.37.S49 2009 (Library West)
ISBN: 9780137152223. Prentice Hall, 236 p., $24.99
Publication Date: 2009
The ‘90s were about the World Wide Web of information and the power of linking web pages. Today it’s about the World Wide Web ofpeopleand the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. InThe Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality. Shih is singularly qualified to write this book: One of the world’s top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads salesforce.com’s partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today’s radically new era:The Facebook Era.
Marketing Books: G - H
Call Number: HC79.155 .L48 2011 (Library West)
ISBN: 9781422125007. Harvard Business Press, 286 p. $29.95
Publication Date: 2011
Charlene Li and Josh Bernoff define "the groundswell" as a social structure in which technology puts power into the hands of individuals and communities, not institutions. We see examples of this all around us: Second Life, You Tube, Twitter, etc. The technology that is enabling this has created a permanent, long lasting shift in the way the world works. This compelling and research-based book will not only identify the emerging components of this shift, but will also help companies build their businesses around it, regardless of what specific new technologies come along.The word on social computing has been out for a while. It's game changing. Books like Wikinomics begin to describe what the networked world has become. But institutions of all kinds need more than descriptive context. They need tools to navigate the shift in power that social computing and web communities have created. They need data on how their customers use and perceive new media, and guidance about what it means to their business. More than that, they need sophisticated advice that tells them how to turn this new reality to their advantage. This book provides that data and advice.Li and Bernoff, well-known thought leaders in the area of social technology, have used their considerable resources at Forrester Research to generate hard consumer data that quantifies a viable business opportunity. Based on their work with dozens of companies presented in the book, the authors are able to credibly describe how business can participate in the new social medium in order to communicate with, energize, support, and learn from their customers. More importantly, their work offers proof that prepared organizations can reap significant financial benefits in product development, marketing, PR, sales, and customer retention. They will use their own proprietary data and additional survey research to illuminate the strategies appropriate for specific brands, media, outlets, institutions, and nations.
Call Number: HF5415.55.H357 2009 e-book (Books 24x7) and Library West
ISBN: 9780765623577.M.E.Sharpe,424p.,$89.95
Publication Date: 2009
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. The Handbook of Brand Relationships includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
Call Number: HF5415.32 |b .H363 2008 e-book (MyiLibrary)
ISBN: 9786611372248.Lawrence Erlbaum Associates,1273p.
Publication Date: 2008
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts.The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in mMarketing, psychology, communications, consumer behavior and advertising.
Call Number: HF5415.127.W45 2004 (Library West)
ISBN: 0789021560. 3rd edition, The Haworth Press, 241 p., $24.95
Publication Date: 2004
Develop a successful strategy for segmenting high-tech and industrial markets!
Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers need to know about defining, segmenting, and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximizing corporate resources. The latest edition of this marketing classic combines content and features from the previous editions with an emphasis on successful practices in business-to-business and high-tech segmentation. This valuable research source puts the latest thinking from the business and academic communities at your fingertips.
Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers need to know about defining, segmenting, and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximizing corporate resources. The latest edition of this marketing classic combines content and features from the previous editions with an emphasis on successful practices in business-to-business and high-tech segmentation. This valuable research source puts the latest thinking from the business and academic communities at your fingertips.
Call Number: HF5415.H18665 2002 e-book (MyiLibrary) and Library West
ISBN: 0761956824.Thousand Oaks,582p.,$99.95
Publication Date: 2002
The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Call Number: HF5415.2.H286 2006 e-book (MyiLibrary) and Library West
ISBN: 141290997X. Sage Publications, 705 p., $125.00
Publication Date: 2006
This book comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research. This Handbook is a valuable resource for all students and instructors of marketing research. In addition, it is an excellent addition to the bookshelves of all individuals whose job function has some aspects of hearing the voice of the market, and it is a must-have resource for all academic libraries.
Call Number: HF5415.3.B323 2011 (Library West)
ISBN: 9781412980180.3rdedition,Sage,603p.,$125.00
Publication Date: 2011
The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research. More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.
Call Number: HF5415.13.H38 2001 e-book (Books 24x7) and Library West
ISBN: 1578518040.Harvard Business School Press,182p.,$19.95
Publication Date: 2002
The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. A first-time collection of the old classics and best new thinking on marketing. The articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.
Call Number: HF5438.4 .H39 2008 e-book (Books 24x7) and Library West
ISBN: 9781422145913.Harvard Business School Press,200p.,$22.00
Publication Date: 2008
This title shows how to develop and sustain a low-pressure sales force to truly master the 'soft sell'. It also shows how to determine who really wants to buy, and how to pitch to the real decision makers.
Hidden in Plain Sight
Call Number: HF5415.153 .J63 2007 e-book (Books 24x7) and Library West
ISBN: 9781422101650.Harvard Business School Press,253p.,$29.95
Publication Date: 2007
Companies must innovate to grow, but they often forget to look beyond their own brands. Take Sony, for example. Its success with consumer innovations like the Walkman blinded it to obvious changes in how, when, and where people wanted their music. Apple capitalized on those changes in demand with the iPod, providing a new way of listening to music and of managing one's entire music library.This book explains how you can spot these opportunities that are hidden in plain sight. It introduces the demand-first innovation and growth model that will show you how to become an unbiased observer of people's consumption and usage behaviors. Refining this skill helps companies generate organic growth through new products, services, solutions, and experiences that truly enhance peoples' lives. Revealing the innovative processes of such organizations as BMW, Proctor and Gamble, GE Healthcare, and Frito-Lay, Hidden in Plain Sight offers you a new approach to identifying and executing your company's growth strategy.
Call Number: HF5415.32.Z35 2003 (Library West)
ISBN: 1578518261. Harvard Business School Press, 323 p.
Publication Date: 2003
How to unlock the hidden 95% of the customer's mind that traditional marketing methods have never reached.Selling PointsPractical synthesis of the cognitive sciences: Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble.An all-new tool kit: Zaltman provides research tools-metaphor elicitation, response latency, and implicit association techniques, to name a few-that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.
Marketing Books: I - M
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.
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.
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.
Call Number: HF5415 .K4443 2010eb e-book (MyiLibrary)
ISBN: 9780470580141.2ndedition,Wiley,426p.,$29.95
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.
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.
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.
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.
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.
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.
Call Number: HF5415 .K63127 2003 e-book (Books 24x7) and Library West
ISBN: 0471268674.Wiley&Sons,206p.,$24.95
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.
Call Number: HF5415.32 .Z353 2008 e-book (Books 24x7) and Library West
ISBN: 9781422121153.HarvardBusinessSchoolPress,230p.,$29.95
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.
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.
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.
Call Number: HF5415 .L83 2011eb ebook (Books 24x7)
ISBN: 9780814416938.4thedition,292p.,$21.95
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.
Marketing Books: N - S
Call Number: HF5415.2 .W29 2010 (Library West)
ISBN: 9781439900154. Temple University Press, 228 p., $54.50
Publication Date: 2009
Charles Coolidge Parlin was considered by many to be the founder of market research. Working for the dominant Curtis Publishing Company, he revolutionized the industry by providing added value to advertisers through information about the racial, ethnic, and regional biases of readers and consumers. By maintaining contact with both businesses and customers, Parlin and Curtis publications were able to turn consumer wants into corporate profits. InA New Brand of Business, Douglas Ward provides an intriguing business history that explains how and why Curtis developed its market research division. He reveals the evolution and impact of Parlin's work, which understood how readers and advertisers in the emerging consumer economy looked at magazines and advertisements. Ward also examines the cultural and social reasons for the development and use of market research-particularly in regard to Curtis' readership of upper-income elites. The result weaves the stories of Parlin and Curtis into the changes taking place in American business and advertising in the early twentieth century.
Call Number: HF5415.1265 .S393 2009eb e-book (Books 24x7)
ISBN: 9780470379288. John Willey & Sons
Publication Date: 2009
For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
Call Number: BF637 .P4 P44 2005 (Library West)
ISBN: 076192809X. 2nd edition, Sage Publications, 353 p., $49.95
Publication Date: 2005
Persuasion is a powerful force - it can be used to reconfigure millions of minds and hearts. The key targets of persuasion are our attitudes and opinions. Whether it is an attitude toward a political candidate, a social policy, an organization, a person, or a consumer product, the power of persuasion can remake us into persons who are irrevocably changed. Sometimes imperceptibly, oftentimes dramatically. Persuasion: Psychological Insights and Perspectives, Second Edition brings together leading persuasion researchers who write engagingly and authoritatively on the basics of persuasion theories. This edited textbook highlights important and influential views on persuasion and guides students through the important contemporary centers of basic and applied persuasion research. The contributors to this volume apply cutting-edge knowledge from their current research across a variety of domains, including health, advertising, prejudice, political communication, group decision making, and the impact of narratives. This Second Edition has been revised and updated to reflect new research from the past decade. It includes entirely new chapters on prejudice, persuasiveness of narratives, mass media and political persuasion, small groups, and advertising. This is an ideal textbook for advanced undergraduate and graduate students studying persuasion in a variety of disciplines including, Psychology, Business, Marketing, Communication, Journalism, Sociology, and Political Science.
Call Number: HF5827.2 .R53 2001eb e-book (Books 24x7)
ISBN: 0071374612. 20th anniversary edition, McGraw-Hill, 246 p.
Publication Date: 2001
This business classic deals with the problems of communicating to a skeptical, media-blitzed public. 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.
Call Number: BF448 .A75 2008 (Library West and Legal Infomation Center)
ISBN: 006135323X. Harper, 280 p., $25.95
Publication Date: 2008
Why do our headaches persist after taking a one-cent aspirin but disappear when we take a 50-cent aspirin? Why does recalling the Ten Commandments reduce our tendency to lie, even when we couldn't possibly be caught? Why do we go back for second helpings at the unlimited buffet, even when our stomachs are already full? And how did we ever start spending $4.15 on a cup of coffee when, just a few years ago, we used to pay less than a dollar? When it comes to making decisions in our lives, we think we're in control. We think we're making smart, rational choices. But are we? In a series of illuminating, often surprising experiments, MIT behavioral economist Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. Blending everyday experience with groundbreaking research, Ariely explains how expectations, emotions, social norms, and other invisible, seemingly illogical forces skew our reasoning abilities. Not only do we make astonishingly simple mistakes every day, but we make the same types of mistakes, Ariely discovers. We consistently overpay, underestimate, and procrastinate. We fail to understand the profound effects of our emotions on what we want, and we overvalue what we already own. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable-making us predictably irrational. From drinking coffee to losing weight, from buying a car to choosing a romantic partner, Ariely explains how to break through these systematic patterns of thought to make better decisions. Predictably Irrational will change the way we interact with the world-one small decision at a time.
Call Number: HF5416.5 .P66 2010 (Library West)
ISBN: 9780809094691. Hill and Wang, 352 p., $26.99
Publication Date: 2010
Prada stores carry a few obscenely expensive items in order to boost sales for everything else (which look like bargains in comparison). People used to download music for free, then Steve Jobs convinced them to pay. How? By charging 99 cents. That price has a hypnotic effect: the profit margin of the 99 Cents Only store is twice that of Wal-Mart. Why do text messages cost money, while e-mails are free? Why do jars of peanut butter keep getting smaller in order to keep the price the “same”? The answer is simple: prices are a collective hallucination. In Priceless, the bestselling author William Poundstone reveals the hidden psychology of value. In psychological experiments, people are unable to estimate “fair” prices accurately and are strongly influenced by the unconscious, irrational, and politically incorrect. It hasn’t taken long for marketers to apply these findings. “Price consultants” advise retailers on how to convince consumers to pay more for less, and negotiation coaches offer similar advice for businesspeople cutting deals. The new psychology of price dictates the design of price tags, menus, rebates, “sale” ads, cell phone plans, supermarket aisles, real estate offers, wage packages, tort demands, and corporate buyouts. Prices are the most pervasive hidden persuaders of all. Rooted in the emerging field of behavioral decision theory, Priceless should prove indispensable to anyone who negotiates.
Call Number: HF5415 .S24 2009 (Library West)
ISBN: 9781847875051.SAGE Publications, 523 p., $140.00
Publication Date: 2009
This exciting new Handbook brings together the latest in debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors. The collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.
Call Number: HF5414 .A527 2006 (Library West)
ISBN: 141291633X.SAGEPublications,264 p.,$34.95
Publication Date: 2005
The goal of this cutting edge book is to reposition social marketing so that foundations, government agencies, and various nonprofits will approach social change in a way that reaches both upstream and downstream individuals in society. Author Alan R. Andreasen outlines potential roles, restates fundamental principles, and then suggests how social marketing might be applied to a sample of nontraditional challenges.
Call Number: HB801 .M493 2009 (Library West)
ISBN: 9780670020621. Viking, 374 p., $26.95
Publication Date: 2009
Evolutionary psychology-the compelling science of human nature-has clarified the prehistoric origins of human behavior and influenced many fields ranging from economics to personal relationships. In SpentGeoffrey Miller applies this revolutionary science's principles to a new domain: the sensual wonderland of marketing and status seeking that we call American consumer culture. Starting with the basic notion that the goods and services we buy unconsciously advertise our biological potential as mates and friends, Miller examines the hidden factors that dictate our choices in everything from lipstick to cars, from the magazines we read to the music we listen to. With humor and insight, Miller analyzes an array of product choices and deciphers what our decisions say about ourselves, giving us access to a new way of understanding-and improving-our behaviors. Like Freakonomicsor The Tipping Point, Spentis a bold and revelatory book that illuminates the unseen logic behind the chaos of consumerism and suggests new ways we can become happier consumers and more responsible citizens.
Marketing Books: T - W
Call Number: HF5415 .L4834 2006eb e-book (Books 24x7)
ISBN: 1422102068.Harvard Business School Pub.,$24.95
Publication Date: 2006
Ted Levitt is one of the most widely respected thinkers in the field of marketing and management. His work and writings have changed the way scores of companies think about their businesses, organize for innovation and creativity, and market their products and services. Now, managers can have access to the best of Levitt's thinking over the last five decades in Ted Levitt on Marketing. Framed by a new introduction, this book features seminal articles, including "Marketing Success Through Differentiation," "The Globalization of Markets," "After the Sale Is Over," and "Marketing Myopia." A must-have resource for managers and marketers in any industry, this Harvard Business Review Paperback book is filled with big ideas and practical tools for creating and sustaining a company's competitive edge.
Call Number: HF5415.13 .K654 2004 e-book (Books 24x7)
ISBN: 0471650226.Wiley,152p.,$19.95
Publication Date: 2004
As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing.
Call Number: HM1033 .G53 2002 (Library West)
ISBN: 0316346624.Little,Brown,301p.$14.95
Publication Date: 2002
The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.
Call Number: BF774 .P56 2012 (Library West)
ISBN: 9781594487156.Riverhead, 260 p., $26.95
Publication Date: 2012
#1 New York Times Business Bestseller #1 Wall Street Journal Business Bestseller #1 Washington Post bestseller From the bestselling author of Drive and A Whole New Mind comes a surprising--and surprisingly useful--new book that explores the power of selling in our lives. According to the U.S. Bureau of Labor Statistics, one in nine Americans works in sales. Every day more than fifteen million people earn their keep by persuading someone else to make a purchase. But dig deeper and a startling truth emerges: Yes, one in nine Americans works in sales. But so do the other eight. Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now. To Sell Is Human offers a fresh look at the art and science of selling. As he did in Drive and A Whole New Mind, Daniel H. Pink draws on a rich trove of social science for his counterintuitive insights. He reveals the new ABCs of moving others (it's no longer "Always Be Closing"), explains why extraverts don't make the best salespeople, and shows how giving people an "off-ramp" for their actions can matter more than actually changing their minds. Along the way, Pink describes the six successors to the elevator pitch, the three rules for understanding another's perspective, the five frames that can make your message clearer and more persuasive, and much more. The result is a perceptive and practical book--one that will change how you see the world and transform what you do at work, at school, and at home.
Call Number: HD57.7 .G6546 2008 (Library West)
ISBN: 9781591842330.Portfolio,151p.,$19.95
Publication Date: 2008
A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It's our nature.Now the Internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger. But more important, they're enabling countless new tribes to be born'groups of ten or ten thousand or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming.And so the key question: Who is going to lead us?The Web can do amazing things, but it can't provide leadership. That still has to come from individuals? people just like you who have passion about something. The explosion in tribes means that anyone who wants to make a difference now has the tools at her fingertips.If you think leadership is for other people, think again'leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma leads a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, runs her internal tribe of marketers from her cube in Seattle. All they have in common is the desire to change things, the ability to connect a tribe, and the willingness to lead.If you ignore this opportunity, you risk turning into a ?sheepwalker'someone who fights to protect the status quo at all costs, never asking if obedience is doing you (or your organization) any good. Sheepwalkers don't do very well these days.Tribes will make you think (really think) about the opportunities in leading your fellow employees, customers, investors, believers, hobbyists, or readers. . . . It's not easy, but it's easier than you think.
Call Number: HF5415.13 .T7353 2004b e-book (Books 24x7)
ISBN: 0071437940.McGraw Hill,159p.,$19.95
Publication Date: 2004
With his 1981 classic,Positioning, Jack Trout (along with coauthor Al Reis) forever changed the way marketing strategy is done. In the more than two decades since then, he has remained at the forefront of marketing and strategic thinking. Written in response to the demands by Trout fans, acolytes, and students worldwide, this book brings together the key ideas from his substantial body of work in a quick-bite format.
Call Number: HD69 .B7 R538 2002 (Library West)
ISBN: 0060007737.expandededition,Harper Business,255p.$18.95
Publication Date: 2002
Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand-and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Call Number: HF5548.32 .F863 2009 e-book (Books 24x7) and Library West
ISBN: 9780313351877.Praeger,172p.,$34.95
Publication Date: 2008
A veteran Web marketing consultant takes managers on a tour of the new marketing venues and techniques made possible by Web 2.0. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages.
Call Number: HF5415 .W483 2006 (Library West)
ISBN: 9781422104606.Harvard Business School Press,207p.,$29.95
Publication Date: 2006
This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is based on materials written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy.
Call Number: HF5415.3 .O84 1987 (Library West)
ISBN: 0195040864.Oxford University Press,195p.,$15.95
Publication Date: 1987
Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is "must" reading for anyone involved in selling or buying.
Call Number: HF5415.32 .D36 2004b (Library West)
ISBN: 0972529047.Paramount Market,290p.$40.19
Publication Date: 2004
Pam Danziger has just updated her bestseller, including several new categories. Since apparel is now more often a discretionary purchase than a necessity, she has added new sections on apparel for women, men, teens, and children. Focusing on why people buy things they could probably do without, Danziger now covers 37 categories and has added material about the retail market in each one. There are also new stories of excellent marketers and commentary about how things have changed since September 11, 2001. Corporate leaders, marketing and sales executives, strategic planners, futurists, and merchandisers will benefit.
Call Number: HC79 .C6 B694 2009 (Library West)
ISBN: 9780307450388.Crown Business,336p.,$26.00
Publication Date: 2009
Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate.Brennan provides field-proven business practices that give readers the tools to create, market, and sell products and services to the world's most powerful consumers--women.
Call Number: HF5718.3 .B773 2005 (Library West)
ISBN: 1412902657.SAGE,265 p.$39.95
Publication Date: 2005
Marketing is a very diverse discipline, dealing with everything from the costs of globalization to the benefits of money-back guarantees. However, there is one thing that all marketing academics share. They are writers. They publish or perish. Their careers are advanced, and their reputations are enhanced, by the written word. Despite its importance, writing is rarely discussed, much less written about, by marketing scholars. It is one of the least understood, yet most significant, academic competencies. It is a competency in need of careful study.Writing Marketing is the first such study. It offers a detailed reading of five renowned marketing writers, ranging from Ted Levitt to Morris Holbrook, and draws lessons that can be adopted, with profit, by everyone else. Although it is not a `how to' book – there are no lengthy lists of dos and don’ts – Writing Marketing reveals that the `rules' of good writing are good for nothing. Written by Stephen Brown, whose own writing skills are much commented upon, Writing Marketing is insightful, illuminating and iconoclastic. It is a must read for every marketing academic, irrespective of their methodological inclinations or philosophical preferences.
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