The New Paradigm for Connecting Brands to People
Hardcover ISBN: 1581150784
Offers an approach to building brand loyalty with the use of an interactive strategy, presenting case histories that demonstrate how the five human senses can be used as effective marketing tools to respond to trends.
Transform Your Business by Being Remarkable
Hardcover ISBN: 1591843170
The classic bestseller that taught the business world that safe is risky; very good is bad; and above all, you're either remarkable or invisible In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks and JetBlue and Apple and Dutch Boy and Hard Candy have that other companies don't? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands? Godin showed that the traditional Ps that marketers had used for decades to get their products noticed-pricing, promotion, publicity, packaging, etc.-weren't working anymore. Marketers were ignoring the most important P of all: the Purple Cow. Cows, after you've seen one or two or ten, are boring. A Purple Cow, though . . . now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting . . . remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they won't ignore a Purple Cow. You can't paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you. Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth. Purple Cow launched a movement to create products and services that are worth marketing in the first place. Now this expanded edition includes dozens of new examples from readers who've taken the message to heart.
Swim With the Sharks
Without Being Eaten Alive : Outsell, Outmanage, Outmotivate, and Outnegotiate Your Competition
Paperback ISBN: 0804104263
Discusses effetive hiring, defeating any objection, the difference between salesmen and entrepreneurs, advertising, cash incentives, and includes the Mackay 66 customer profile program
Taking Aim at the Brand Bullies
Paperback ISBN: 0312271921
A free-wheeling analysis and exploration of the invasion of our personal lives by logo-wielding power-hungry corporations combines muckraking journalism with contemporary memoir to discuss current consumer culture and the dark side of the information age. Reprint. 12,500 first printing.
Using Customer Focus And Collaboration to Build Long-term Relationships
Hardcover ISBN: 0071461949
From the coauthor of the bestselling "The Trusted Advisor". The author is regularly published in major business publications, including "Harvard Business Review", and also teaches at Kellogg Graduate School of Business and Columbia Business School.
The Buying and Selling of Teenagers
Hardcover ISBN: 0738206644
A thought-provoking exposT of the dark side of marketing to tennagers, looking at the underhanded advertising initiatives targeting teens, the reduction of teens to their lowest common denominator, and the consequences of such tactics in terms of youth creativity, individuality, and more. 50,000 first printing.
Selling the Invisible
A Field Guide to Modern Marketing
Hardcover ISBN: 0446520942
A comprehensive guide to service marketing furnishes tips and advice on how one can apply one's business knowledge to any area of sales and marketing, from a home-based consultancy to a multinational brokerage firm.
The Long Tail
Why the Future of Business Is Selling Less of More
Paperback ISBN: 1401309666
Revised and updated with expanded coverage of the revolutionary changes taking place in today's business arenas, a best-selling guide challenges popular beliefs about the marks of successes and failures as well as the direction of near-future commerce and culture. Original.
Economies, Practices, Spaces
Paperback ISBN: 1859733824
Why do fashion houses pay exorbitant rents for retail space in London and New York from which they sell very few clothes? Why are some mothers happy to buy and sell children’s clothes from charity shops and thrift stores while others insist on the latest brand names for their children? What does the commercial success of men's lifestyle magazines tell us about contemporary gender relations and identities? This book provides answers to these and other questions about contemporary commercial culture through historically specific, theoretically informed, empirically grounded interdisciplinary research. From shopping malls, supermarkets, and fashion retailers, through the marketing and consumption of food, books and magazines, to sex pics on the internet, contributors overturn the assumption that it is commerce that works by logical economic models while ‘culture’ is invoked to explain the behaviour of the irrational consumer. In proposing a new agenda for understanding the complex relationship between commerce and culture, the book focuses on the point of articulation between commercial enterprises, which are designed to sell goods, and consumers, who purchase goods, to arrive at a broader understanding of the commercial cultures within which both enterprises and consumers operate. Spanning history, geography, business studies, sociology and anthropology, contributors work in a positive and complementary fashion to give the kinds of insights into the economies, practices and spaces of commercial culture that single disciplines rarely achieve.