By Oliver Busch
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. ...
By Mike Smith
Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled--online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second largest advertising channel in the United States. ...
By Ilan Alon, Eugene Jaffe, Christiane Prange, Donata Vianelli
International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment. ...
By Alison Eyring
"It's a marathon, not a sprint." We hear this truism all the time, but in business there's constant pressure to go all out and never let up. Leaders are driven to set stretch targets, relentlessly reduce costs, launch new initiatives, expand into new markets, hire more people, develop more capabilities, and execute flawlessly. It all sounds great&m ...
By Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design.
Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating ...
By Darren Bridger
New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry ...
By Linda J Popky
Marketing today is out of control. With all the new marketing techniques accessible to the masses, it’s becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, it’s a lot of noise. Through her work with a wide range of organizatio ...
By Justin Roff-Marsh
In The Machine, Justin Roff-Marsh shows readers how to follow the intrepid executives on three continents who have implemented his ideas over the last 15 years, building ridiculously efficient sales functions--and market-dominating enterprises--as a consequence.
Roff-Marsh calls these executives his silent revolutionaries.
This revolution has b ...
By David Meerman Scott
This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibil ...
By Bruce Burtch
Win-Win for the Greater Good is the most comprehensive “how-to” guidebook on building highly successful partnerships between the for-profit, nonprofit, education and/or government sectors. Learn how to ignite the revenue and reputation of all your stakeholders while creating a greater good for society. With over 35 years of in-the-trenc ...
By Constant Berkhout
Retail operated comfortably for years using concepts governing physical retail environments. However, change has taken place across all retail sectors, brought on by the internet and social media; it is now necessary to adopt customer-driven strategies based on a multi-channel environment to remain competitive and relevant.
Retail Marketing ...
By Shaun Smith, Andy Milligan
With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides ...
By Sonja Jefferson, Sharon Tanton
The first edition of Valuable Content Marketing provided a clear, straightforward guide on what to write and produce, what type of information to share, and how to share it to get the most effective results. Written for the current business environment, particularly start-ups and consulting companies, this updated second edition offers n ...
By Phil Mennie
In a recent survey, 71 percent of executives polled said their company was concerned about the possible risks posed by social media, but 59 percent do not perform a social media risk assessment. This book is a comprehensive, practical guide to the components and considerations that make up a social media governance strategy, spanning both external ...
By Jeffrey W. Hayzlett
Global business celebrity and prime-time Bloomberg Television host, Jeffrey W. Hayzlett empowers business leaders to tie their visions to actions, advancing themselves past competitors and closer to their business dream. Drawing upon his own business back stories including his time as CMO of Kodak and sharing examples from the many leaders featured ...
By M. Roll
A thoroughly updated second edition of the bestselling book Asian Brand Strategy, Martin Roll provides a comprehensive framework for understanding Asian branding strategies and Asian brands, based on new research and supported throughout by a wealth of new case studies. Martin Roll offers insights, knowledge and perspectives on Asian brands and bra ...
By Mike Grigsby
Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segmenting data, testing campaign effectiveness, and forecasting demand.
Assuming no prior knowledge, Marketing Analytics introduces c ...
By Wolfgang Schaefer, J.P. Kuehlwein
What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?
Rethinking Prestige Branding uncovers the formula for what drives the success of great l ...
By Faris Yakob
Rapid changes in communication technologies shifted the media environment from one of scarcity to one characterized by abundance. Advertisers are paying more and more money to reach fewer and fewer people, as audiences consume endless streams of content across different platforms. When you can no longer buy enough attention for advertising to remai ...
By Christopher Bones, James Hammersley
As businesses continue to embrace digital tools and technologies to enhance customer engagement and develop digital channels, executives and leaders must understand the drivers of market success, the opportunities for change, and how enhanced leadership capabilities can help drive digital strategies.
Leading Digital Strategy explains what mak ...