Business & economics / Advertising & Promotion

Branding For Dummies

by Bill Chiaravalle & Barbara Findlay Schenck

Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just...

The Ultimate Web Marketing Guide

by Michael Miller

EVERYTHING YOU NEED TO KNOW ABOUT WEB, MOBILE, & SOCIAL MARKETING!

• Your expert, up-to-the-minute, A-Z reference & how-to guide
• Choose the right goals, media, & tools
• Plan, execute, measure, & optimize
• Avoid...

Buyology: Truth and Lies About Why We Buy

by Martin Lindstrom & Paco Underhill

How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions...

The Adsense Code

by Joel Comm

Hidden on the Internet, scattered among billions of Web pages, are the clues to an incredible secret. For those who know the secret, the result is untold wealth. Each month, a small group of people put their...

Local Online Advertising For Dummies

by Court Cunningham & Stephanie Brown

Kick your local online advertising into high gear with this friendly, timely guide!

Add the newest means of advertising your business into your marketing mix by developing an online advertising strategy. This...

Mastering the Complex Sale: How to Compete and Win When the Stakes are High!

by Jeff Thull

Praise for Mastering the Complex Sale

"Jeff Thull's process plays a key role in helping companies and their customers cross the chasm with disruptive innovations and succeed with game-changing initiatives."

—Geoffrey...

The Brand Who Cried Wolf: Deliver on Your Company's Promise and Create Customers for Life

by Scott Deming

Branding has become the narrow responsibility of the marketing department, and customers have stopped believing the ads. This book shows you how to build a powerful, lasting brand. You will learn how to involve...

Advertising For Dummies

by Gary Dahl

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...

The Brutal Truth About Asian Branding: And How to Break the Vicious Cycle

by Joseph Baladi

This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because...

Powerful Exhibit Marketing: The Complete Guide to Successful Trade Shows, Conferences, and Consumer Shows

by Barry Siskind

A complete guide to successful trade shows and exhibitions

Trade shows, consumer shows, product launches, sporting events, and other opportunities to interact face-to-face with customers have become an important...

Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign

by Leland HARDEN & Bob HEYMAN

Measuring return on marketing investment doesn't have to be mysterious...even in the age of Web 2.0.

From Those Wonderful Folks Who Gave You Pearl Harb: Front-Line Dispatches from the Advertising War

by Jerry Della Femina

Vividly reminiscent of the goings-on at Sterling Cooper—the late nights, the three-martini lunches, the sex on couches, and, of course, the actual work of plugging products—this is the story of what Madison...

Yes!

by Noah J. Goldstein, Steve J. Martin & Robert B. Cialdini

Small changes can make a big difference in your powers of persuasion

What one word can you start using today to increase your persuasiveness by more than fifty percent?

Which item of stationery can dramatically...

The Customer Marketing Method: How to Implement and Profit from Customer Relationship Management

by Jay Curry & Adam Curry

Today the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a company¹s most valuable customers. Drawing upon more than ten...

The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference

by Steve Lance & Jeff Woll

These days, the fundamentals of advertising that truly build great brands are often overlooked. But Steve Lance and Jeff Woll are leading a back-to-what-works movement with The Little Blue Book of Advertising...

REPOSITIONING : Marketing in an Era of Competition, Change and Crisis: Marketing in an Era of Competition, Change and Crisis

by Jack Trout & Steve Rivkin

Jack Trout’s timely follow up to his landmarkwork, Positioning!Competitiveness is at an all-time high and technology is drivingchange at exponentially faster and faster rates. Now is the time whenmarketers...

The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors

by Margo Berman & Robyn Blakeman

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE'...

The Bare Bones Introduction to Integrated Marketing Communication

by Robyn Blakeman

This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning...

Often Wrong, Never in Doubt

by Donny Deutsch & Peter Knobler

It's not a question. It is a philosophy to live by. It's Donny Deutsch's motto. And it is the secret possessed by every person with the right stuff—the one-in-a-hundred who gets to the top of their team, their...

The Economics of Advertising

by Frederic Wilfred Taylor

What is the economic justification of advertising? Is it a vital energizing force in industry, or does it represent a serious waste of money and effort? The great increase in the volume of publicity in modern...