2 marketing sales commonsense direct and digital marketing 5th edition just published the handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing alison williams and roddy mullin just published sales promotion how to create implement and integrate campaigns that really work 4th edition drayton bird read and re-read it it contains the knowledge of a lifetime david ogilvy rayton bird is not only seen as the authority on direct marketing but is also widely appreciated for his engaging no-nonsense writing style the latest edition of his book expands into new territory the field of digital marketing it gives the marketer the tools techniques and structure to produce effective and profitable marketing campaigns across the direct marketing spectrum from a simple letter to a focused web-based campaign it also provides insight into the techniques behind some of the world s most successful direct marketing campaigns drayton bird was vice
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advertising ads to icons how advertising succeeds in a multimedia age paul springer 5 forthcoming in paper the advertised mind groundbreaking insights into how our brains respond to advertising erik du plessis a]n in-depth well-written theoretical discussion this is a marvelous handbook for dealing with the rapidly changing request your and expanding examination copy for course assignment world of advertissee page 24 ing highly recommended choice springer has done a terrific job of capturing the behind-the-campaign thinking of the work that has captivated the ad industry in the last few years adpulp.com any advertising industry commentators believe that the potential of traditional media is exhausted new media channels are seen as the new frontier for global advertising ads to icons shows how new media have revitalized the advertising industry highlighting 50 ad campaigns that have moved advertising beyond its conventional boundaries paul springer studies what makes them inno
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branding branded entertainment product placement and brand strategy in the entertainment business jean-marc lehu 7 new in paper brand rejuvenation how to protect strengthen and add value to your brand to prevent it from ageing jean-marc lehu well researched and replete with examples this highly readable book is a must for anyone interested in marketing and communications choice branded entertainment by jean-marc lehu is the most comprehensive portrayal of events that surrounded the evolution of product placement a must-read basic tool for anyone who is involved with the media industry frank zazza ceo of itvx an important book for marketers and agencies to read if they are to keep being relevant in the next few years gareth kay head planner at modernista a well-timed book that provides insight and perspective using abundant illustrations convergence newsletter arketers have long been using product placement in film scenes but not always with effective results research
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10 r e ta i l retailization brand survival in the age of retailer power lars thomassen keith lincoln and anthony aconis branding a store how to build successful retail brands in a changing marketplace ko floor this well-designed volume is filled with practical examples and clear prescriprequest your tions to cure the central examination copy for course assignment problem under discussee page 24 sion a useful addition to business collections choice · contains exclusive research from acnielsen s international retailization study into consumers perceptions of store brand products vs name brand products · includes case studies from such multinational companies as nike procter gamble apple and coca-cola elcome to the age of the retailer with annual revenues of $60 billion procter gamble is the largest brand manufacturer in the world yet its proceeds are dwarfed by wal-mart s $285 billion in annual revenue brands no longer control the market they are at the mercy of retailers retailiz
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12 cust om e r l oya lt y c r m forthcoming in paper scoring points how tesco continues to win consumer loyalty 2nd edition just published customer care excellence how to create an effective customer focus 5th edition clive humby terry hunt and tim phillips sarah cook this is the future of marketing read it and profit professor don schultz northwestern university thought provoking chain store age coring points is one of the seminal marketing books of the last decade telling the story of how british supermarket chain tesco conceived launched and developed its hugely successful clubcard program and transformed itself into a winning brand authors clive humby and terry hunt two key members of the project and tim phillips a leading business writer and broadcaster bring a compelling behind-the-scenes account of clubcard the successes failures and lessons learned they show how tesco made customer loyalty marketing work even when almost every other loyalty program failed thanks to v
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14 marketing research the 50-plus market why the future is age-neutral when it comes to marketing and branding strategies dick stroud new edition forthcoming questionnaire design how to plan structure and write survey material for effective market research 2nd edition stroud argues that not only are the assumptions we make about the older age groups inaccurate but by ignoring them we miss out on one of the greatest-ever target group bonanzas marketing blends research with real-life corporate structure for maximum impact midwest book review a wake-up call must reading for marketing and advertising professionals college faculties and business executives choice a well-written enjoyable book that has relevance far beyond the boundaries of the marketing department allaboutbranding.com aby boomers are the wealthiest fastest growing consumer group in the world yet it remains largely untapped by marketers in fact the bare minimum of worldwide advertising budgets is geared toward
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p ublicrel at i on s just published new strategies for reputation management gaining control of issues crises and corporate social responsibility andrew griffin 17 forthcoming crisis communications practical pr strategies for reputation management and company survival peter anthonissen ew strategies for reputation management challenges current orthodoxies in reputation management and urges business leaders to adopt a radical new approach to crisis management issues management and social responsibility the author argues that the received wisdom on reputation management is inadequate for the challenges presented by changing external realities in a world where issues are global trust in companies is declining and everyone plays the blame game corporate strategies of quiet engagement are failing criticizing defensive and piecemeal approaches andrew griffin urges companies to change the way they prepare for and manage crises be confident and assertive in issues management and lead the ter
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p ublicrel at i on s public affairs in practice a practical guide to lobbying stuart thomson and steve john forward by senator george mitchell 19 backlist titles corporate reputation the brand and the bottom line powerful proven communications strategies for maximizing value roger haywood paper 288 pp 6 x 9 2005 978-0-7494-4408-2 $39.95 effective media relations how to get results 3rd edition ublic affairs today is more than just political lobbying making an impact requires working with other policymaking bodies such as regulators commercial organizations and other interested parties public affairs in practice examines the methods public affairs professionals use to make an impact with an emphasis on parliamentary affairs and government relations it covers each aspect of the industry and examines the tools needed to deliver an effective public affairs program not only do the authors consider established markets but also the opportunities presented to companies by the eu accession state
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22 backlist ti tles marketing research consumer insight how to use data and market research to get closer to your customer merlin stone alison bond bryan foss paper 256 pp 6 x 9 2004 978-0-7494-4292-7 $39.95 researching customer satisfaction loyalty how to find out what people really think paul szwarc paper 224 pp 6 x 9 2005 978-0-7494-4336-8 $39.95 market research in practice a guide to the basics nick hague and carol-ann morgan paper 226 pp 6 x 9 2004 978-0-7494-4180-7 $37.50 small business the pr buzz factor how using public relations can boost your business russell lawson paper 208 pp 6 x 9 2006 978-0-7494-4468-6 $27.50 business to business market research understanding and measuring business markets ruth mcneil paper 256 pp 6 x 9 2005 978-0-7494-4364-1 $37.50 the effective use of market research how to drive and focus better business decisions robin j birn paper 192 pp 6 x 9 2004 978-0-7494-4200-2 $37.50 employee research how to increase employee involvement through consultation
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24 orderinginf or m at i on order for m ordering information contact your book supplier or order from our website www.koganpageusa.com we require prepayment in us dollars we accept american express discover mastercard or visa instructor examination copies please provide the following information name attention company institution address city state zip daytime phone including extension instructor examination copies request your evaluation copy from our website www.kogapageusa.com or mail or fax this form to kogan page c/o caslon business development 525 south 4th street suite 241 philadelphia pa 19147 fax 215-928-9113 email info@koganpage.com editorial questions or requests for book review copies should also be sent to this address department course name and expected enrollment start date current book used please send me an examination copy of title in full isbn code tr08 ordering co n tac t yo urbooksupplierorvisitwww ko g a n pa geusa c om
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