| The Marketing Gurus
Insightful summaries of seventeen classic marketing books. Since 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Soundview’s summaries have won it acclaim as the definitive selection service for sophisticated business book readers. For the first time ever, Soundview is bringing together summaries of seventeen essential marketing classics in a single volume. The Marketing Gurus includes two all-new,. previously unpublished summaries—The Tipping Point by Malcolm Gladwell and Crossing the Chasm by Geoffrey Moore. Other featured books include:. *. Positioning by Jack Trout and Al Ries. *. Kotler on Marketing by Philip Kotler. *. The Popcorn Report by Faith Popcorn. *. The Anatomy of Buzz by Emanuel Rosen. *. Purple Cow by Seth Godin. *. Relationship Marketing by Regis McKenna. And more. The Marketing Gurus distills thousands of pages into fewer than three hundred, making it ideal for busy professionals, students, and anyone curious about how marketing has evolved.
Price: $18.99 USD
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| Consuming Books: The Marketing and Consumption of Literature
<PThe buying, selling, and writing of books is a colossal industry in which marketing looms large, yet there are very few books which deal with book marketing (how-to texts excepted) and fewer still on book consumption. This innovative text not only rectifies this, but also argues that far from being detached, the book business in fact epitomises today}}}s Entertainment Economy (fast moving, hit driven, intense competition, rapid technological change, etc.). </P<P</P<PWritten by an impressive roster of renowned marketing authorities, many with experience of the book trade and all gifted writers in their own right, <EMConsuming Books</EMsteps back from the practicalities of book marketing and takes a look at the industry from a broader consumer research perspective. Consisting of sixteen chapters, divided into four loose sections, this key text covers:</P<P</P<P* a historical overview<BR* the often acrimonious marketing/literature interface<BR* the consumers of books (from book groups to bookcrossing)<BR* a consideration of the tensions that both literary types and marketers feel.</P<P</P<PWith something for everyone, <EMConsuming Books</EMnot only complements the }}}how-to}}} genre but provides the depth that previous studies of book consumption conspicuously lack. </PA book that all marketing scholars and practitioners, especially those interested in interpretive research or are bibliophiles themselves should read and definitely will enjoy. Mark Tadajewski, European Journal of Marketing<PStephen Brown is Professor of Marketing Research at the University of Ulster. Best known for Postmodern Marketing, he has published numerous books including Free Gift Inside and Wizard. His papers have appeared in the Harvard Business Review, Journal of Marketing, Journal of Consumer Research and many more.</P
Price: $55.21 USD
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