| || The Brand Bucket |
Author: Barnaby Wynter
Paperback A5 182pp £14.99 9781852526528 2010
An inside guide to the stunningly successful brand development tool developed for Saab in 1985 and now used by over 470 brands worldwide.
| || Brand Names and Product Dynasties |
Lessons in retrospect
Author: Barrie Blake-Coleman
Paperback - A5 - 230pp - £14.99 - ISBN 1-85252-462-6
This fascinating and well-illustrated book traces the origins, enterprise and branding rationale behind the naming and promotion of more than two hundred famous brands. In the context of modern branding, product packaging, promotion and marketing, it comes as no surprise that it has all been done before! But, curiously, history teaches that the choice of successful brand names owes more to intuition, misplaced belief and naivety than to meticulous strategic planning.
| || Breakthroughs |
How Leadership and Drive Create Commercial Innovations That Sweep the World.
Authors: P Ranganath Nayak & John M Ketteringham
Paperback 233 x 156mm 336pp £12.95 1-85252-149-X 1993
A critically acclaimed review of major product breakthroughs such as the Sony Walkman, and the microwave oven. Includes the real-life stories of 14 phenomenally successful products and services, with lessons for anyone seeking to establish a world-beating product.
| || Corporate Entertaining as a Marketing Tool |
Author: Andrew Crofts
Hardcover 210 x 148mm 176pp £12.99 1-85252-362-X 2001
Corporate entertainment accounts for an ever-growing proportion of marketing spend, and offers a unique opportunity to target specific groups of people whether customers or employees to develop productive long-term relationships. But the pitfalls are many, and it is all to easy to spend the money without getting the desired result. This unique guide shows readers how to do it right...
'How to target guests accurately, different types of event available and how to organise a smooth-running event and measure the results' Marketing Business
| || The Customer-Centric You |
making customers the focus of everything you do
Author: Stephen Hewett
Paperback A5 230pp £14.99 9781852526726 2011
One of the worlds leading experts in the new discipline of customer-centricity explains how it works and shows how it can revolutionise both business and personal performance.
| || Getting it Right the Second Time |
Remarketing Strategies That Have Turned Failure into Success
Author: Michael Gershman
Paperback A5 288pp £12.99 1-85252-319-0 2000
This book examines the dramatic transformations of numerous prominent first-time failures such as Pepsi-Cola, Timex, 7-Up, and Marlboro. It includes a number of in-depth case studies showing just how a failure can be repackaged and remarketed to bring success in some cases (as those listed in this book), phenomenal success...
'Many nuggets' Sunday Express
'If at first you don't succeed...remarket!' Promotions & Incentives
| || The Hottest Ideas in Word-of-mouth Advertising |
What works, what doesn't, what's fake and why
Author: Godfrey Harris
Paperback - A5 - 200pp - £16.99 - ISBN 1-85252-505-3
This book discusses the oldest, most effective and least expensive form of market promotion available. It explains why word-of-mouth advertising works so well.
The book covers a wide range of word-of-mouth techniques that can be easily promoted at low cost, but with large dividends. Ideas range from award programmes and poster campaigns to communication programmes and coupons, showing how word-of-mouth can be generated in a huge variety of situations and circumstances.
| || Let Your Fingers Do the Talking |
Word-of-Mouth Advertising on the Internet
Author: Godfrey Harris
Paperback A5 192pp £12.99 1-85252-360-3 2000
Word of Mouth Advertising is the new buzz in marketing. Godfrey Harris has shown in his previous books how businesses can quadruple their turnover with negligible financial input. Now he turns his attention to the Internet...
Let Your Fingers Do the Talking shows how to exploit the Internet to generate word-of-mouth advertising which can transform your business. It explains how the Internet works, how e-commerce is transforming the way we do business, and how to get your website, and your products really noticed!
| || Management Skills in Marketing |
Author: Stephen Morse
Paperback A5 224pp £12.99 1-85252-312-3 1999
This book is a comprehensive resource for anyone who needs to understand the management of marketing. It is divided into three sections: Planning, Organising and Controlling. Each section gives readers hard, practical advice on the various skills, techniques, and procedures required to achieve marketing success.
'The book will be of use to practitioners who should find its unpretentious style and presentation easy to assimilate' Quarterly Review of Marketing
'For a number of years now marketing has been strong on strategy and short on implementation. This book redresses the balance.' Thomas Boone, The Marketing Edge
| || The Marketing Cynic's Reader |
Paperback A5 162pp £14.99 1-85252-404-9 2002
This entertaining and informative new book takes a sideways and sometimes irreverent swipe at the business of marketing, whilst offering sound and experience-based guidance about the whole gamut of marketing communications.
Edward Moss's long experience in the business has given him a rich seam of alarming, highly comical and downright scary examples of marketing people getting it seriously wrong - and seriously right sometimes too. He adds also a number of what he calls his soap-box meanderings whilst tripping lightly through the marketing minefields.
This is an excellent book to stimulate the readers interest in the techniques of marketing as well as an entertaining and humorous collection of stories that will appeal alike to newcomers and old hands in the business.
Apart from being a great book for travel reading, it will provide anyone in marketing with a source of how tos and how not tos that is bound to bring out some new and exciting ideas for improving sales and avoiding dangerous potholes.
| || Marketing Ideas for the Small Business |
Authors: P W Sterrett & P F Sterrett
Paperback 234 x 153mm 160pp £6.99 1-85252-366-2 2001 (revised edition)
A practical guide for small businesses seeking advice on ways to launch an effective marketing campaign on a low budget. The book includes: over 40 different promotional ideas ways to select, plan and operate a promotional scheme how to undertake your own promotional ventures warnings about the many pitfalls which can mar a successful promotion.
'A very positive approach to running successful promotions...ideal for the small business... a useful guide for the more experienced promoters' Incentive Today
| || Marketing on a Restricted Budget |
Authors: Mark Katz & Bernard Katz
Paperback 210 x 148mm 218pp £12.99 1-85252-290-9 1997
Marketing on a Restricted Budget provides an easy-to-follow, step-by-step guide to marketing procedures for companies seeking the maximum impact for each pound spent. Packed with real-life examples, the book shows readers how to: create and manage a database achieve results through direct mail run an in-house telemarketing campaign get high-profile publicity at low cost create a low-cost high-return advertising campaign and much, much more.
'This book helps fill the "experience gap" by describing marketing techniques that have successfully worked in real business situations. It is crammed full of practical steps designed to save money, and is written from the over-riding assumption that all marketing must operate within a limited budget' Richard Webber, Director, Experian
| || Marketing Toolkit |
Author: Nick Robinson
Paperback 216 x135mm 172pp £12.99 1-85252-384-0 2002
This new edition of Nick Robinsons Marketing Tool Kit is an encyclopaedia of more than a thousand fresh, tested marketing ideas to improve business success.
This intensely practical book illustrates a wealth of ingenious ways for an organisation to create profitable sales.
It details advertising approaches, including displays, classified and loose inserts, directory, product cards, local radio and ideas for the internet.
It reveals direct marketing methods including ways to boost direct mail and direct response advertising. It gives specific step-by-step guidance in planning, budgeting and executing effective sales lead generation programmes.
All organisations can profit from these ready-to-go plans, regardless of the type of market or size of budget.
'If it's marketing ideas you want, don't look further' John Winkler, Winkler Marketing
'Concise, to-the-point, usable ideas and recommendations in a lively format. Great for pros and novices alike!' Anver Suleiman, President, The Marketing Federation (USA)
| || Marketing your Business |
A theoretical and practical guide to cost-effective promotion
Author: Martin Bailey
Paperback - A5 - 326pp - £19.99 (incl CD-ROM) - ISBN 1-85252-489-8
This book is targeted at small and medium businesses alike and is written for companies that serve either small or global markets. Divided into theoretical and practical sections, users are provided with detailed explanations of the resources and skills needed to market a company and product/service range effectively.
| || Naked Marketing |
How the 4Ps have destroyed business and what to do instead.
Author: Sue Nelson
Paperback A5 270pp £14.99 9781852526351 2010
A new approach to marketing, sweeping away the 4Ps and introducing a new model to cater for the needs of the 21st century. Written by an influential marketing consultant and well-known business author.
| || Run a Successful Conference in 90 Minutes |
Author: Peter Absalom
Paperback A5 145pp £9.99 ISBN 9781852525552 2007
Top advice from one of the UK's leading management conference organisers. Whatever the intended size of the conference, from a few dozen to a few thousand, the basic principles apply across the board. Areas covered include: how to identify the target audience; setting achievable conference objectives; selecting and briefing speakers; marketing the event; getting the logistics right; organising conference documentation; on-the-spot administration of the conference; post-conference evaluation and follow-up; budgeting and pricing.