Book Description
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions—and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers.
Customer Reviews:
Not worth the money.......2007-05-21
This was not at all helpful. It is nothing more than a notebook full of lines with some vocabulary words on the side of the page. It doesn't even have an index, table of contents etc. I was very disappointed with this and would not recommend it to anyone.
smooth transaction, exact product, nice&easy supplier.......2007-05-14
exact product at an affordable price w a smooth transaction
Not what I expected.......2007-02-22
I expected this book to be more than a workbook to supplement another textbook. I was looking for something which actually provided content on Building, Measuring and Managing Brand Equity.
Maybe I misread the description of this book. I was actually looking for the text of the main book in paperback format.
All you need for Brand Management.......2007-02-07
This covers every aspect of Brand Management. There are other books that specialize on some aspects of branding, but this one is a complete reference.
The One Source.......2003-11-24
If you only buy one Branding book this is the bible. Wow, the price on the second edition has gone way up.
Book Description
Emphasizing change and innovation in the 21st century, Strategic Marketing Management offers comprehensive coverage of current concepts and a variety of timely cases. Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features a new integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments—from product, service, consumer, business-to-business, and commercial to non-profit marketing. A number of cases focus on social responsibility issues and provide an in-depth examination of individual decisions instead of just a simple overview of events.
Helpful Chapter Summaries allow students to both preview major concepts before reading each chapter and review key ideas afterwards. Figures and tables throughout each chapter highlight important points and serve to further illustrate the material. New mini-cases offer more choices for flexible casework in and outside of class and the new Marketing Plan appendix can be assigned throughout the semester—both features reflect the authors' increased focus on critical thinking and application-based learning. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios, and end-of-chapter Study Questions act as a springboard for meaningful class discussion and test how well students have mastered the material. In addition, a convenient marginal glossary allows students to quickly review definitions as they read, providing immediate reinforcement of important terms.
- New! Dynamic topics include globalization, emerging technologies, the information age economy, and changing managerial hierarchies and organizations, as well as ethical, social, and environmental issues.
- New! All boxed inserts have been replaced or updated to remain current. Each chapter includes the following boxes: Innovate or Evaporate, Marketing and Entrepreneurship, Managing Change, Marketing in the Global Village, Its Legal But Is It Ethical?, and Marketing in the Information Age inserts.
- New! Mini-cases with exercises, called Marketing Management in Action: Closing Case, now appear at the end of each chapter and illustrate the real-world application of key concepts by allowing students to practice making decisions based on what they have read. These shorter cases can easily be assigned for homework by instructors who need a concise alternative to the longer and more involved cases at the end of the textbook.
- New! All chapter-opening vignettes are either new or updated, and profile actual companies to demonstrate the relevance of chapter content.
- New! A Marketing Plan Appendix reinforces the text's overall strategic focus by providing students with detailed, step-by-step guidelines on how to create a complete marketing plan.
- New! Over 50% of the cases are entirely new to this edition and profile a range of companies, including Phillip Morris, Inc., Target, Nike, and America Online. The Instructor's Resource Manual features extensive notes on each case to help instructors facilitate class discussions.
Customer Reviews:
Useless!!!.......2007-04-15
First and foremost, be aware if there are any reviews referring to "textbook", they are not for this "Cram 101 Textbook Outlines" which is supposed to be a textbook companion.
"Cram 101 Textbook Outlines" is useless!!! This is nothing but a bunch of glossary. And a half of the book is blank for writing notes. What a rip-off!!!
There's no outlines at all. No chapter summaries, no
explanation of concepts. Totally useless.
I have used "Collins College Outlines" series (I rate them 3 stars) and "Barron's Business Reviews" series (I rate them 5 stars).
Never buy any of "Cram 101 Textbook Outlines" series.
Technical notes: "Cram 101 Textbook Outlines" is POD (Print on demand). No wonder quality of printing is inferior (Looks like a xerox copy). And priced too high for this quality. For those who are not familiar with publishing industry--POD is used for ultra small quantity less than 100 copies. This is a telltale sign that book is not expected to sell minimum quantity (usually 3,000 copies) that commercial publisher is willing to
commit to publish. Simply put, POD means inferrior and
overpriced books. A work of amateur
Amazing Strategies.......2006-08-04
Well for starters, i had thought that the book will be a drag like all the other marketing stuff,but when i actually got reading through it i realised that it is very interesting. The authors clear all the concepts of marketing so clearly, that once u finish a chapter, it is kinda engraved in ur mind,and this is possible because of all the great examples that they give in addition to the start of chapter case and end of chapter case. The cases at the beginning and the end are the kind that other authors must def try and include in their material. They start of with a case that explains you what happenns with a company and then they explain the concepts in the chapter adn the end case permanently fixes the concept in your head..Overall a great Read!!!
highly recommended
Book Description
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning.
The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined.
Completely revised and updated, the second edition of
Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.
* Newly revised to be applicable for the Advanced Certificate in Marketing (Stage 2) level of the CIM qualifications
* The material presented is easy to read in a user-friendly layout
* The final chapter has been re-written to include new and up-to-date case studies
Book Description
THE CLASSIC guide to develop a marketing plan—completely updated!
The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan—once all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, approximately 100 slide transparencies, and a detailed sample course syllabus along with a test bank featuring a multiple-choice and true-false questions for each chapter with answers.
This edition of the Marketing Planning Guide contains clear tables and diagrams, is fully referenced, and has updated examples for easy understanding of concepts. It shows how to: analyze the market, consumers, the competition, and opportunities
develop strategy and marketing objectives
make product, place, promotional, and price decisions
realize the financial impact of marketing strategies
implement, audit, and control your marketing plan And now the Marketing Planning Guide, Third Edition is updated to include: extensive information on Internet marketing
new examples illustrating the process
a complete sample marketing plan
end of chapter worksheets providing step-by-step instructions
Internet data sources This is the definitive book for marketing professionals who want to use a "hands on" approach for learning the planning process. It will guide anyone through the steps of preparing an effective marketing plan.
Average customer rating:
- The Committed Enterprise - a 'must read for business leaders
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The Committed Enterprise, Second Edition: Making Vision, Values and Branding Work
Hugh Davidson
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Book Description
It is easier to describe vision and values than implement them. However this updated paperback edition of
The Committed Enterprise shows how to achieve success by understanding the needs of stakeholders and maximising them.
It details the Seven Best Practices for making vision and values work and is based on research with leaders from 125 leading enterprises worldwide. Using a unique format to allow fast track or in-depth reading the book includes hundreds of examples from enterprises as diverse as PepsiCo, Caltech, Tesco, Mayo Clinic, BP, New York Police Department, DuPont, UPS and many others.
The text is essential reading for managers, and students of strategic organisational strategy.
* A systematic guide to understanding 'unstoppable' organisations, be they firms or orchestras.
* Takes managing vision and values from an art to a science
* Gives an unrivalled insight into managing the needs of all corporate stakeholders
Customer Reviews:
The Committed Enterprise - a 'must read for business leaders.......2002-06-21
At last - clear, concise and practical advice on the thorny issue of defining the purpose, vision and supporting values of an organisation. The Committed Enterprise is a thoughtful, thoroughly researched and well-presented book, which captures the experience of 125 organisations in private and public sectors. It is a practical necessity for those companies who would like to do `better' as well as for the consultants advising them.
Book Description
The second edition of
From Brand Vision to Brand Evaluation presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in
Creating Powerful Brands, a hugely successful text co-written by the author.
The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management.
It provides a flowchart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context. The book provides an authoritative template for understanding the steps to maintaining, building and maximizing brand value.
The best practice will therefore be allied to templates that allow people to undertake appropriate activity within their company. It will
* Presents a highly developed and practical model for brand building and growth
* Uses a step by step approach and flow chart to demonstrate how each stage can be applied in business
* Based on successful and acclaimed first edition, and a related title-
Creating Powerful Brands by the same author team.
Customer Reviews:
A Valuable Contribution!.......2007-04-13
I am the President of Cohesion Inc, and also a part-time course director in the marketing faculty of the Schulich School of Business, York University in Toronto, Canada. Our mission is to build strong brands and businesses through transforming them into high performance marketing systems.
Leslie de Chernatony makes a valuable contribution to marketing and business literature in this excellent book. He articulates thoughtful and compelling arguments for considering brands from both internal and external perspectives, and he drives home the importance of organizational alignment as a critical means for building strong brands and businesses. Although some areas of the book may delve too deeply into "the theory" for some readers tastes, it is also full of practical ideas and tools that will prove useful for both new and more experienced practitioners alike.
From Brand Vision to Brand Evaluation.......2006-05-10
In this second edition, Professor de Chernatony provides an authoritative and up to date analysis about the core ideas and processes involved in building and strengthening brands. The unique and robust model at the heart of the book is based on an important compilation of both consultancy and research work. A series of exercises and examples facilitate an understanding of the process involved in planning and implementing brand strategies. Both visionary and practical, this book makes the compelling case for balancing what happens inside the organisation with the tools for developing and delivering a coherent and integrated brand. This book is thus an invaluable reference for both marketing managers and academics alike.
Book Description
Few topics are as timely as the growth of government. To understand why government has grown, Robert Higgs asserts, one must understand how it has grown. This book offers a coherent, multi-causal explanation, guided by a novel analytical framework firmly grounded in historical evidence. More than a study of trends in governmental spending, taxation, and employment, Crisis and Leviathan is a thorough analysis of the actual occasions when and the specific means by which Big Government developed in the United States. Naming names and highlighting the actions of significant individuals, Higgs examines how twentieth-century national emergencies--mainly wars, depressions, and labor disturbances--have prompted federal officials to take over previously private rights and activities. When the crises passed, a residue of new governmental powers remained. Even more significantly, each great crisis and the subsequent governmental measures have gone hand in hand with reinforcing shifts in public beliefs and attitudes toward the government's proper role in American life. Integrating the contributions of scholars in diverse disciplines, including history, law, political philosophy, and the social sciences, Crisis and Leviathan makes compelling reading for all those who seek to understand the transformation of America's political economy over the past century.
Customer Reviews:
First rate.......2007-04-05
Crisis and Leviathan is a hard hitting and imaginative book about the growth of government in the United States throughout the 20th Century. It is this book which has made Higgs into a modern intellectual giant of classical liberalism/libertarianism amongst the likes of Richard Epstein, Murray Rothbard, James Buchanan, Douglas North, Paul Craig Roberts, Walter Block and Hans Hermann-Hoppe.
Robert Higgs' Crisis and Leviathan is a lucid and scholarly tract with painstakingly researched references, footnoted and jam packed with nuggets of analysis which may modern historians pass by without a second thought. The reason for this can be easily pointed out. During the 20th century the dominance of functionalist in sociology has swayed many historians to embrace the growth of government as an outcome of civilized society. Therefore they tend to think of the growth of government as an exogenous factor; as if it magically appears out of thin air.
Unlike the previous reviewer, I don't think that Higgs' book is just another rehashing of libertarian theory or ideology (If it were we may ask - is this a rewriting of the Libertarian Manifesto by Rothbard or Capitalism and Freedom by Friedman; my answer would be hardly). Higgs is hardly unimaginative; in fact he is a creative thinker with a penchant for understanding history while incorporating economic theory. Anyone who would question this would profit by actually spending some time reading the theoretical section of this book instead of skimming it. Here Higgs demonstrates within a few pages a technically sound method of understanding and interpreting facts of historical value. No one is questioning the originality (Weber or Spencer thought it up before him, for example - do we need to mention Schumpeter, who is mentioned extensively) of his argument, only its application to the growth of government in the United States during the 20th century. (1st - that is the thesis of this book. 2nd - If you don't believe that government did grow - then you need a few more history lessons.)
Higgs, unlike the many of his modern conservative contemporaries, thankfully disdains war and like Robert Nisbet carefully shows why the `will-to-power' is so attractive to conservatives who are in a position to abuse it. From this vantage point it is easy to envision Higgs scorn for the dominant ideology, one which has lead to the rise of what he calls participatory fascism. He points out decisively and consistently that each successive crisis during the 20th century has begat questions by the `public' of how the government can and ought to fix the problem and ultimately "do something" to fix it.
Under the wave of new legislation, property rights by regulation are eroded concurrently so that its ownership is no longer de facto, yet still de jure. Higgs employs Schumpeter's analysis contained in `Capitalism, Socialism and Democracy' to formulate a similar conclusion to what C. Wright Mills' called (who was not a libertarian; neither was Schumpeter for that matter - it is truly amazing that someone can be a Marxist and a scholar or a Neo-Con and a scholar, but when it comes to being a libertarian and a scholar, then your intentions are no longer pure) totalitarian democracy in his famous `Sociological Imagination.' Although Higgs focus tends to gravitate towards the welfare/warfare state, rather than the gradual socialism of Schumpeter.
Higgs does tend to gloss over some historical details or the periods without crisis. While some may claim that this is inconsistent or incoherent, his reasoning doesn't seem off base to me. Its difficulty lies in the functionalist progressivism, which is more reactionary than revolutionary.
Although many assertions appear to be sweeping to some, his references are well documented and scholarly. Again, this frees him from being bogged down by anything other than the question which is pertinent to his thesis. Higgs, although selective, tastefully intertwines his historical accounts while showing how his theoretical model works. Interestingly enough, the answer that he comes up with is that ideology drives history. Again, this may be nothing new to an astute scholar; but is certainly path breaking for those who are stuck in the never-never land of pure materialism, like so many in the economics profession.
In fact, this is not an escape hatch, but a demonstration of how history used to be understood. What ultimately drives the plans of man is an ideological vision of the world, not merely the interplay of things. This was the error of many neo-classical economists, who desperately wanted to show that men were mere profit maximizers or the economic man; which has little or no way to explain the appearance of Marxism, for instance.
If his book is a polemic, then there is no question his ideological pedigree. Fortunately, unlike so many other recent scholars, he is not hiding it. After all, it is truly unfortunate that most modern scholars feel it necessary to conceal their political and philosophical origins in order to give them a false air of objectivity. (In fact, Higgs quotes Mises, as a hardcore libertarian, within the first page of the book.) This may be a reason to attack his core ideas, but I found that Higgs was no pure ideologue.
If anything, his more recent books, like `Depression, War and Cold War' are considerably more radical.
Government as the source of all evils..........2006-07-09
This book is somewhat intriguing. It is indeed an authoritative scholarly account of the growth of government in the United States, and for that reason only well worth reading. However, there is a pervading subtext of libertarian conspiracy theory about governmental power in the book that leaves the reader wondering if the author might not be masquerading a scholarly endeavour (that in itself is very rewarding) in order to suggest that government is the incarnation of evil. The fundamental truth which is developed here, that there is a permanent and necessary contradiction between the development of governmental power and individual liberty is unsophisticated, not to say outright crude. In addition, the author's thesis that after each crisis resulting in the growth of governmental capacities and power the government (always conceptualized as a large undifferentiated whole in the book) tends to rationalize its subsequent business in order not to loose what it just gained is not a discovery of the highest order. This is the rule in every institutional setting, whether corporate or bureaucratic, we know that since Max Weber's work on bureaucracy, without the libertarian hogwash.
Well researched classic.......2003-06-08
This book is a well researched classic on the horrors of the state. Tediously footnoted and well organized, the book offers the concept of the "ratchet effect"- government taking advantage of (sometimes creating) "crisis" as an excuse to dramatically increase government power, and fails to reverse this after the so called emergency passes. Higgs succeeds at proving his hypothesis beyond any doubt with history backed by many, many sources and does this in a way that is both readable and academic. In today's world, few books could be a more relevant warning about government
More significant now than ever.......2003-05-28
Robert Higgs presents an interesting and painfully obvious thesis: that government takes advantage of crises in order to grow larger, but then never shrinks to its previous size once the crisis has ended. As a case study, Higgs analyzes the growth of Big Government in the United States - a horrendous story of the degradation of constitutional values and the seemingly inevitable growth of the Leviathan State.
The book is more significant now than ever, since its publication in the 1980s. Government has grown substantially, especially the various "wars" on drugs and terror that have greatly increased the size of government and US government involvement in several aspects of domestic life and foreign affairs.
The scholarship is particularly good - mountains of empirical evidence, all relevant to his thesis, are well documented and presented concisely in this book. The book is straightforward and easy to understand; it should be accessible to economists and intelligent non-economists alike. If you've wanted to understand how government insidiously (or naturally) becomes larger regardless of constitutional constraints, read this book. It might fill you with rage, but maybe you can put that rage to good use. Are the ideas of limited government destined to be considered a failure in the far future, or can leviathan be chained down? If this is all government is about, in the United States or anywhere, do we really want a government at all?
Read this book. Libertarians will consider it a great read and invaluable intellectual ammunition; everyone else should read it, if for nothing else, to better understand the nature of the beast.
The hogs of war.......2001-11-16
As of this writing the president of the United States is prosecuting a war* with admirable objectives. But at what cost to American society?
Within weeks of the initiation of the U.S. effort the administration has announced steps that will curtail the civil liberties of citizens and visitors alike, even circumventing the right to proper trial. There appears to be a good chance that U.S. citizens will be required to carry so-called national ID cards.
Higgs explains why this should come as no suprise since war is the grand historical excuse offered by politicians to increase their powers and diminish those of their subjects, whatever the merits of their original objectives. This is one of the essential books in the literature of liberty, and it could not be more pertinent as a siren and antidote to the threat to freedom posed by ever-larger government.
*The war I referred to was against the Taliban, not the subsequent Iraq debacle.
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