This is the eBook version of the printed book. This Element is an excerpt from The Truth About the New Rules of Business Writing (9780137153152) by Natalie Canavor and Claire Meirowitz. Available in print and digital formats.   Crafting e-newsletters that work: quick guidelines for getting started, and getting results.   Effective e-newsletters can be very productive for a business, department, or even an individual. They build relationships, keep clients connected, serve as a superb selling tool for new clients, and help focus your branding and marketing. But they must have substance and be simple, direct, concise, readable, and jargon-free. Here are some general guidelines....

Price: $1.99 USD

A definite 'add' to any Facebook user's library. Facebook is not as user-friendly as the service would like people to think. As a result, it leaves many users scratching their heads over even the most fundamental features. The Complete Idiot's Guide(r) to Facebook gets readers registered and touring Facebook in the very first chapter and never lets up as it reveals the features that have made Facebook the number one social networking platform. *Protecting profiles, tracking down friends and family, status updates, e-mail, chat, sharing, invites, and interest groups *Using Facebook for personal branding, marketing a business, product, service, or nonprofit, or promoting a worthy cause

Price: $13.99 USD

This book aims to uncover the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need of B2B marketing from the point of view of Indian markets and economic conditions at home. With extensive discussions on the three most respected corporate brands in India—Tata, Larsen & Toubro and Infosys—the author demonstrates how these companies have created value through brands and how their branding initiatives are benchmarks in their journey to success. With three decades of experience as an academician and consultant in B2B Marketing, the author argues that a brand-driven business can accelerate the transformation of all the big and small B2B marketers to gain competitive advantages. He advocates the need for a holistic brand management approach and illustrates his point through six case studies of leading brands.

Price: $25.95 USD

This first-ever book of its kind, Designing for the Greater Good , features hundreds of illustrated examples of the best nonprofit and cause-related design worldwide, plus 24 inspiring case studies and insights into great nonprofit branding campaigns. A comprehensive resource for designers, creative professionals, marketers, corporate communications departments and nonprofit leaders, this book showcases work from a variety of sectors including Family and Community, Animal Causes, Health, Human Rights, Environmental Awareness, Spirituality, and the Arts. The 24 case studies feature interviews with the designers for such campaigns as the Avon Walk for Breast Cancer, The Hurricane Katrina Poster Project and Get London Reading. Materials presented in Designing for the Greater Good include: cause-specific campaigns and case studies; logos and branding for nonprofits; websites, posters, brochures, advertising, and marketing materials for cause-related events and nonprofits; packaging; invitations for fundraisers and events.

Price: $30.99 USD

“Don Sexton has managed to weld key ideas from marketing, economics, finance, and statistics to explain clearly how marketing drives the financial performance of a company. Furthermore, he has given us forward control through his Customer Value Added™ metric that allows us to predict a company’s future performance.” — JC Larreche , INSEAD Alfred H. Heineken Professor of Marketing, author of The Momentum Effect   “Customer Value Added™ combines a discipline with an insightful approach to assessing and capturing the intrinsic value of business opportunities.” — Scott Fuson , Vice President, Specialty Chemicals and Global Executive Director Life Sciences, Dow Corning   “Value Above Cost reminds us that superior financial performance must be at the heart of every decision and every action we take as business professionals. And in addition to bringing fresh insight and accompanying techniques, the Customer Value Added™ metric provides a formula with which to measure results and the tools to deliver on that responsibility .” — Mark Yolton, Senior Vice President, SAP   Foreword by Bob Liodice President and CEO of the Association of National Advertisers   A Breakthrough Approach to Managing and Measuring Customer Value—and Maximizing Financial Performance!   • Establish rock-solid linkages among marketing, branding, and business performance • Use CVA® to structure your organization and develop winning strategies that maximize contribution • Contains practical tools and worksheets you can start using right now • Learn from the experiences contributed by senior executives from more than 30 leading organizations   Want more revenue, contribution, and profits? Then start managing, measuring, and optimizing the most crucial driver: Customer Value Added (CVA®). In Value Above Cost , award-winning professor and top consultant Donald E. Sexton demonstrates why CVA® is such a powerful tool for quantifying customer value and the business activities that achieve it. Using CVA®, Sexton demonstrates how to systematically and incontrovertibly link your company’s marketing and branding activities to business financial performance—and build a marketing accountability scoreboard that tracks your effectiveness every step of the way. Sexton draws on his experiences working with enterprises of all sizes, from startups to the Fortune 500, sharing powerful insights drawn from disciplines ranging from marketing and economics to finance and beyond. He illustrates these ideas with cases contributed by numerous successful managers. Along the way, he offers a complete blueprint for CVA® maximization: one that will be indispensable to CEOs, CMOs, CFOs, strategists, managers, and entrepreneurs alike.

Price: $31.99 USD

This new edition of the international best-seller Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Full of first hand interviews with key players, it analyses every aspect of fashion from a marketing perspective. With its finger firmly on the fashion pulse, it also looks at the impact of blogging and the rise of celebrity-endorsed products and fashion ranges. Snappy and journalistic, Fashion Brands exposes how the use of advertising, store design and the media has altered our fashion ‘sense’ - and reveals how a mere piece of clothing can be transfomed into something with mystical allure.

Price: $39.95 USD

This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the highly successful original version, the book consists of a programme of 8 "workouts" that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical. Based on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid. 50% of the content is new or updated with the latest thinking on "recession proof branding", how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders. The authors are most influential, appearing in The Guardian, Marketing, Brand Strategy, Market Leader and The Marketer . The CIM have called David Taylor one of the " World's 50 most important marketing thinkers ".

Price: $40.00 USD

What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences?Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them? With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject. Features:• 14 original chapters from leading researchers in the field• Each chapter contains vignettes or case examples to reinforce learning• Contains consideration of future research directions in each of the topics that the chapters cover.This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field

Price: $51.00 USD

Here is the definitive book on graphic communications in a thoroughly researched and gloriously designed all-new fourth edition. Get deep inside the concepts and practical applications of traditional and cutting-edge media in the explosive world of contemporary visual art. Throughout its long and storied history, Graphic Communications Today has been the essential first step for aspiring visual artists. This landmark book presents the full scope of visual communication in all of its rich diversity more clearly and completely than any other book- anywhere. The fourth edition is written in an engaging style and contains examples of some of the finest visual arts collected from all over the world. What's more it opens windows into the creative world of graphic communication and the lives of those who create it for magazines, newspapers, advertising, animation, branding, television and film, photography, illustration, marketing communications, interactive multimedia, the Web and beyond.

Price: $115.99 USD

The Politics of Fair Trade will comprise chapters on relevant issues pertaining to fair trade, written by experts in the field; case studies of commodities involved in fair trade issues; and an A - Z of entries dealing with issues, organizations, disputes, and relevant countries with regard to fair trade. Essays include: Falling Foul of Fair Trade: The Politics of Supply Chains; The Politics of Fairer Trade: Marketing `Fairness' Through Brands; Branding Morality; Certification as Governance: Possibilities and Pitfalls; Fair Trade: A New Paradigm for Development. Case studies include: coffee; chocolate; handicrafts; textiles; rice. A - Z entries include: Bananas; Body Shop; Ethical Sourcing; Fairtrade Foundation; Multifibre agreement; Third World.

Price: $260.00 USD