In The Deviant's Advantage, Ryan Mathews and Watts Wacker demonstrate how ideas create increasingly profitable markets as they move from The Fringe, to the Edge, to the Realm of the Cool, to the Next Big Thing, to Social Convention. The book tracks the products and people haunting the fringes of sex, science, art, language, faith, war and marketing, branding and macro-economics. Tomorrow's commercial success is an obsession in the mind of today's deviant. Las Vegas is a perfect example: it morphed from a bus stop in the desert to a neon 'Sin City' and finally into a family vacation destination. In 1945 a handsome, murderous sociopath called Benny 'Bugsy' Siegel decided to build a luxury gambling oasis in the desert. At the time, Las Vegas was a crossroads in the middle of the desert. Siegel understood the emerging desire for escape in the American psyche - and out of nothing, created what became an enormous gambling haven. Las Vegas has now transformed itself into a gigantic family-oriented theme park, albeit one with slots and roulette wheels. It's become a holiday destination for the entire family, not just a place that fathers sneak off to. Las Vegas moved from the Fringe (Bugsy's original vision), to the Edge (the first hotel), to the Realm of the Cool (where everyone wanted to go), to the Next Big Thing (where everyone went), to Social Convention.

Price: $7.49 USD

Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. Themes of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential to improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.

Price: $9.95 USD

In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results. Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.) Among the book's many fascinating factual highlights are the following: That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma. Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo. Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes. Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo. Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.

Price: $11.99 USD

The best minds in business—at your service MBA in a Box brings together some of the best brains in business who show how the core curriculum of an MBA program works in the real world. People like Michael Porter, Rosabeth Moss Kanter, Adrian J. Slywotzky, Warren Bennis, and Bill George give you a box full of ideas and tools that can boost your career and help you add value to your organization. For example: • Why finance is not just about manipulating numbers but of immense importance in sustaining growth, building widespread wealth, and creating jobs. • The profit zone and how to tell if a business is in one. • The skill of turning an idea or invention into a product that solves a problem for a market. • Merging the need of business to produce and grow with the environment so they are both sustained. • The latest thinking in marketing about branding, pricing, reversing a product’s life cycle, and turning what has become a commodity into a specialty. • And much more. From the Hardcover edition.

Price: $18.99 USD

What does it take to turn ideas into action? What are the elements of a perfect pitch? How do you win the war for talent? How do you establish a brand without bucks? These are some of the issues everyone faces when starting or revitalizing any undertaking, and Guy Kawasaki, former marketing maven of Apple Computer, provides the answers. The Art of the Start will give you the essential steps to launch great products, services, and companieswhether you are dreaming of starting the next Microsoft or a not-for-profit that's going to change the world. It also shows managers how to unleash entrepreneurial thinking at established companies, helping them foster the pluck and creativity that their businesses need to stay ahead of the pack. Kawasaki provides readers with GISTGreat Ideas for Starting Thingsincluding his field-tested insider's techniques for bootstrapping, branding, networking, recruiting, pitching, rainmaking, and, most important in this fickle consumer climate, building buzz. At Apple, Kawasaki helped turn ordinary customers into fanatics. As founder and CEO of Garage Technology Ventures, he has tested his iconoclastic ideas on real- world start- ups. And as an irrepressible columnist for Forbes , he has honed his best thinking about The Art of the Start .

Price: $18.99 USD

Real You Incorporated empowers women entrepreneurs. The book provides insights for women on how to discover and love their personal brand, and how to bring it into the market as a real business—unique and different. In the first section of the book, Find It Within You, readers will learn how to express internal personality, passions and essence to define the internal brand. In the second section, The Competitive Advantage, readers learn how to extend the internal message into the world—to their partners, employees and ultimately their customers. Part branding—the author is a nationally known marketing expert—and part business inspiration, Real You Incorporated includes case studies of real women entrepreneurs from a variety of industries: manufacturing, retail, restaurants, real estate, publishing and many more. Their stories bring the book to life, adding inspiration and role models. The book also includes a visualization tool in the form of a chart that women entrepreneurs can complete and keep with them, to remind them of their Real You, no matter what phase their business is in.

Price: $24.95 USD

The Fast Forward MBA Pocket Reference Second Edition - more comprehensive and convenient than ever! When the success of your business hangs in the balance, you need reliable, authoritative information immediately. You need a resource that covers all the corporate bases-communications, management, economics, strategy, accounting, finance, marketing, and more. You need The Fast Forward MBA Pocket Reference, Second Edition . Packed with information designed to serve all your business needs, this handy, highly readable book is the ultimate companion for those moments when you need to put your finger on the right advice at the right time-now. This updated and revised Second Edition offers clear, concise coverage of the complete range of essential business topics in a handy format. You'll find all the latest cutting-edge ideas, including new developments in technology, strategy, and branding, as well as key terms, tools, and topics in short, lively entries that give you all the information you need. The Portable MBA The Fast Forward MBA-- the compact business companion you'll use every day! Keep up with the newest ideas in business Brush up on the basics you can't do without Find direct, practical answers to complicated problems

Price: $29.95 USD

The spa industry is currently the fastest growing segment of the hospitality and leisure industry with revenues exceeding those from amusement parks, box office receipts, vacation ownership gross sales and ski resort ticket sales. Understanding the Global Spa Industry is the first book to examine management practices in this industry and offers a groundbreaking and comprehensive approach to global spa management, covering everything from the beginnings of the industry through to contemporary management and social and ethical issues. With contributions from internationally renowned business leaders, practitioners and academics, this unique book is packed with case studies, examples and advice for all those working in, and studying, the international spa industry. Understanding the Global Spa Industry brings an analytic lens to the spa movement, examining past, current and future trends and the potential for shaping wellness and health services in the 21st century. . Spa services and the development of the spa business from its historical beginnings to the size of the market today. . Business development and planning, spa operations and business models. . Spa products and technologies, retailing and the application of branding and marketing strategies. . Infrastructure, design and environmental issues including sustainability and social and environmental benchmarking. . Human resources issues from education and training to professional and regulatory issues and professional and corporate ethics and values.

Price: $56.95 USD

Globalization of the nutraceutical and functional food industries presents significant challenges, not the least of which is the regulatory variance between countries active in the marketplace. Nutraceutical and Functional Food Regulations in the United States and Around the World has been written by eminent experts in the field with the specific intention of addressing these important considerations. Beginning with insights into the scope, importance and growing opportunities in these industries, the book demonstrates the global scenario on the acceptance and demand for nutraceuticals and functional foods. It explores the regulatory hurdles and claim substantiation of these foods and dietary supplements, as well as the intricate aspects of manufacturing procedures. Including regulations from South America, Canada, European Union, Australia, New Zealand, Africa, Japan, Korea, China, India and Southeast Asia as well as the United States, Nutraceutical and Functional Food Regulations in the United States and Around the World provides a valuable resource for understanding the key considerations of operating in this rapidly expanding area. Key Features: *Overview of nutraceutical and functional food regulations around the world *Discusses the important of GRAS status and DSHEA regulations *Provides insight on quality manufacturing techniques, cGMP and standardized analytical techniques *Includes salient features on overcoming regulatory hurdles *Addresses the importance of safety, efficacy and human clinical studies for worldwide acceptance *Highlights anti-terrorism safety assurance through traceability *Explores the significance of intellectual property, trademark and branding on marketing

Price: $136.00 USD

This ebook is the inaugural issue of the Journal of Place Management and Development. The journal has been launched to further our understanding of places – it is the official journal of the Institute of Place Management which exists to support those involved in the important task of making places better. This ebook sets out to collect definitions and perspectives about place management and includes members of the Editorial Advisory Board offering their expert opinions and reflections on the current state of global place management, its development and marketing. Articles consider how downtown or town centre managers can evaluate where their work fits in the scope of possible activities that they could undertake and questions whether the resources or experience available to the initiative are a good match for the activities they are doing; for those engaged in BIDs or other formal partnerships, the issue provides much of the needed background for a strategic review of the partnership. In other articles, the issue addresses the challenges of reclaiming customers via a retailer-led TCM scheme in Italy, providing valuable insights of relevance to place practitioners, and a leading researcher looks at the rapid expansion of Dubai as a case study in strategic destination branding.

Price: $199.00 USD