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Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value …

A tough, challenging, and eventful journey is outlined in this cutting-edge business story. Greg, the company President, uses the latest edition of the trusted industry standard, The Oliver Wight Class A Checklist for Business Excellence, to transfor…

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts…

The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering pr…

A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the wor…

Win more new business today New business is the lifeblood of every company – and this book expertly guides you through the process of securing more than your fair share of it. If you're a salesperson in the trenches looking for inspiration, this book…

The forms, letters, and other tools included in Marketing Kit For Dummies, 3rd Edition enable readers to start a successful marketing program from the beginning. The expert tips and information presented in the book take some of the mystery out of ma…

This book describes a marketing and design approach called «total design,»which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. …

So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne i…

Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of «workouts» that analyze the fundamental reasons behind the success of brands across a range of business areas. It will hel…

Manage and improve your organization's agile transformation Adopting an enterprise agile framework is a radical organizational change, and this book will help you get there without ever breaking a sweat. In Enterprise Agility For Dummies, you'll disc…

Turn data into revenue in the B2B marketing sphere The Revenue Acceleration Rules is a unique guide in the business-to-business space, providing a clear framework for more effective marketing in an accounts-based environment. Written by a veteran in …

A «how-to» guide to boosting sales through predictive and prescriptive analytics Data Driven is a uniquely practical guide to increasing sales success, using the power of data analytics. Written by one of the world's leading authorities on the topic,…

In this new edition of Gaining Control, the authors present best practices for optimizing control of manufacturing processes to meet business objectives. This reliable resource includes real solutions for measurable improvements in effectiveness, emp…

Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible. Whether you're a student or a young professional loaded with questions, this one-of-a-kind guide shows you how to land a job …

Praise for THE GREAT FORMULA «This book reminds me of Isaac Newton's discovery of gravity-a stunningly simple idea that changed the course of history. I've seen The Great Formula create millionaires with surprising speed. It's an exact recipe to turn…

Praise for Take Their Breath Away «Are you bored? We're so spoiled that when something is merely good enough, we just walk away. Chip and John explain that the surefire method for growth and customer loyalty is simple: don't be boring.» —Seth Godin, …

This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastruc…

You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted …

Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to goo…