In Killer Brands, marketing guru Frank Lane reveals his recognized three-step method to unlocking the marketplace and creating brands that annihilate the competition. His secrets? FOCUS: how to find the one singular, differentiating, and powerfully compelling quality that will make your Killer Brand known-not because of what it says it does, but because it does what it says. ALIGNMENT: how to connect everything that you do in perfect harmony to deliver that focus consistently time after time, making sure that nothing you do inadvertently detracts from that expectation. LINKAGE: how to make your Killer Brand synonymous with the product in the marketplace, so the consumer thinks of only your brand when the need arises. No matter if you're selling socks or software, by following these three tenets of branding, you're guaranteed to kill the competition and create a dynamic, thriving brand.

Price: $14.95 USD

An easy-to-follow, non-technical approach to using game theory in every business battle. Game theory has become entrenched in today's business world. It has also often required oppressive and incomprehensible mathematics. Game Theory at Work steers around math and pedagogy to make this innovative tool accessible to a larger audience and allow all levels of business to use it to both improve decision-making skills and eliminate potentially lethal uncertainty. This proven tool requires everyone in an organization to look at the competition, guage his or her own responses to their actions, and then establish an appropriate strategy. Game Theory at Work will help business leaders at all levels improve their overall performance in:.:.; Negotiating.; Decision making.; Establishing strategic alliances.; Marketing.; Positioning.; Branding.; Pricing.

Price: $24.95 USD

Microsoft SharePoint now has a 10 percent share of the portal market, and the new release, which features enhanced integration with Office 2007, is sure to give SharePoint a boost; Offers clear instructions and soup-to-nuts coverage of this complex product, focusing instead on practical solutions to real-world SharePoint challenges; Features tips, tricks, and techniques for administrators who need to install and configure a SharePoint portal as well as ordinary users who need to populate and maintain the portal and use it for collaborative projects; Topics covered include setting up a SharePoint portal, matching SharePoint to business needs, managing portal content, branding, collaborating on SharePoint sites, using a portal to improve employee relations and marketing, putting expense reports and other interactive forms on a portal, and monitoring and backing up SharePoint

Price: $24.99 USD

Generation Y are the most marketing-savvy and advertising-critical generation ever. Three times the size of Generation X, they have a much bigger impact on society and business. In How Cool Brands Stay Hot, Joeri Van den Bergh and Mattias Behrer address what drives Generation Y as consumers and how marketers can develop the right brand strategies to reach this generation of 16- 33 year olds. The authors' insights on what drives the consumer preferences of this new "Dot-com" generation are based on interviews with 5,000 Generation Y consumers. This new research will provide understanding of the consumer psychology and behavior of the generation also known as the "Millenials." It helps marketers connect with the new generation of consumers by understanding their likes and dislikes, and how to make advertising, marketing, and branding relevant to them. How Cool Brands Stay Hot contains guidance and checklists for marketing plans and campaigns, as well as case studies of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's. It offers creative and effective ideas on how to position, develop and promote brands to the one of the largest and most influential generations of consumers today.

Price: $29.95 USD

Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust. In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.

Price: $37.50 USD

A New Brand of Expertise uniquely clarifies the dynamics of the red-hot "free agent" workplace and teaches the new skills and employment strategies independent professionals must master to succeed. In today's quick and turbulent markets, companies often need specialized professional talent on an interim basis to solve specific business problems, a major trend creating huge opportunities and an alternative career track for many professionals. A New Brand of Expertise clarifies for independent professionals why companies need interim talent and how to develop a skill set that matches market needs. Readers will learn effective methods for uniquely marketing and branding themselves in order to develop a sustainable and successful free agent career. Explains the booming market for "free agent" professional talent Details effective workplace strategies for both experienced and new independent professionals, such as consultants and laid-off managers

Price: $42.95 USD

The definitive resource for corporations in myriad industriesùnow completely revised and updated. Filled with illuminating examples, stories from the field, and dozens of forms for drafting franchising agreements and licensing programs, the fourth edition of Franchising & Licensing covers all the strategic, legal, financial, and operational aspects of these complex but highly profitable business strategies. Incorporating up-to-the-minute information on regulations, best practices, Web 2.0 strategies, branding techniques and global trademark laws, the new FDD disclosure format, and the latest franchising trends, this indispensable reference reveals how to: Raise capital, structure agreements, and protect intellectual property ò Create market-responsive sales, marketing, and globalization strategies ò Establish quality control and compliance measures ò Assess opportunities for mergers and acquisitions, joint ventures, and other alternatives to franchising ò And much more Comprehensive and applicable to domestic and international franchising initiatives alike, this essential guide remains the industry standard.

Price: $45.00 USD

Recent research has shown that brands are interpreted in multiple ways, prompting an illuminating reconsideration of how branding 'works', and shifting attention from producers to consumer response in order to understand how this interaction creates meaning. Yet, till now, an awareness of the basic cultural processes affecting contemporary brands, such as historical context, ethical concerns and consumer response, has been missing. This fascinating book shows that neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: - brand building - corporate identity management - marketing communication - brand theory. Reflecting the growth of brand research, this excellent text includes case studies of iconic international brands such as Lego, Nokia and Benetton, and analysis by leading researchers including John Balmer, Mary Jo Hatch, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

Price: $58.95 USD

. `Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University. `Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing. Universit della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK. The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. NEW to this edition: - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling - Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation - A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result - A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.

Price: $62.00 USD

Marketing lebt von der Innovation und dem Kundennutzen. Unternehmen, die beides kombinieren knnen, sind auf dem Weg zum Erfolg. Mit Ingredient Branding bekommen Lieferanten und Endprodukt-Hersteller ein neues Instrument an die Hand, das ihnen echte Wettbewerbsvorteile verschafft. Intel mit der Ingredient-Branding-Konzeption "Intel inside" hat es vorgemacht. Mehr als 90% Marktanteil sind der beste Beweis fr das Funktionieren dieses Vorgehens. Ian Paterson, Mitglied des Vorstands der Bayer MaterialScience AG, formuliert: "Der Konsument erhlt die Botschaft, dass nicht nur der Hersteller des Artikels fr die Qualitt des Endprodukts steht, sondern auch der Lieferant des wichtigsten Bestandteils." In diesem Buch werden noch andere Beispiele vorgestellt, die denLesern Anregungengeben, wie sie ihre Marke in der Marke erfolgreich gestalten knnen.

Price: $69.95 USD