A customer's decision about a product or service happens in less than a fraction of a second. And the company that knows how to make that first impact--that flash--is ahead of the field. In this revolutionary book, Susan Benjamin shows you how to tap into consumers' gut reactions, using them to build powerful marketing campaigns. With examples from both large and small companies, she demonstrates how to: Find attention-getting taglines that will generate client interest; Use online networks and social media to create viral Buzz; Produce a website that will grab viewers' attention and hold it. The right words, the right symbols, the right marketing can evoke that sudden burst of enthusiasm that will keep buyers coming back over and over again. This book helps you understand how to spark that valuable energy. Because it all happens in a flash!

Price: $15.95 USD

How did Kevin O’Connor help create DoubleClick, the innovative marketing technology company...two software companies...dozens of products...and now the “disappearing” DVD, a product that will turn the home video market on its head? Sheer brilliance? While O’Connor is very smart indeed, he credits his success to applying Thomas Edison’s famous saying that “genius is one percent inspiration and ninety-nine percent perspiration.

Price: $25.95 USD

Apples, Insights and Mad Inventors is a collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry’s best-known names – Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this entertaining and enlightening book is essential reading for any communications professional.

Price: $29.95 USD

Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice , now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms. * Controversial and thought-provoking analysis of issues that are central to 21st century economic thought; radical new thinking on wealth-creation in the developing world. * Unites world-class branding and marketing knowledge with an emerging-market development agenda. * Concrete answers to the problems of anti-capitalism, medium level poverty and the brand backlash; a way for the marketing and advertising industries to regain respect and a more positive reputation

Price: $33.95 USD

The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.

Price: $40.99 USD

This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.

Price: $60.00 USD

Diffusion, or the widespread adoption of innovations, is a critical yet under-researched topic. There is a wide gap between development and successful adoption of an innovation. Therefore, a better understanding of why and how an innovation is adopted can help develop realistic management and business plans. Most books on this topic use a single-discipline approach to explain the diffusion of innovations. This book adopts a multi-disciplinary and managerial process approach to understanding and promoting the adoption of innovations, based on the latest research and practice. It will be of interest to graduates and researchers in marketing, product development and innovation courses.

Price: $138.00 USD

Examines harmonization of the US Federal Food, Drug, and Cosmetic Act with international regulations as they apply to human drug and device development, research, manufacturing, and marketing. The Second Edition focuses on the new drug approval process, cGMPs, GCPs, quality system compliance, and corresponding documentation requirements. Written in a jargon-free style, it draws information from a wide range of resources. It demystifies the inner workings of the FDA and facilitates an understanding of how it operates with respect to compliance and product approval.

Price: $199.95 USD

This Second Edition examines the mechanisms and means to establish regulatory compliance for pharmaceutical products and company practices. It focuses on major legislative revisions that impact requirements for drug safety reviews, product regulatory approvals, and marketing practices. Written by top industry professionals, practicing attorneys, and FDA regulators, it includes policies and procedures that pharmaceutical companies need to implement regulatory compliance post-approval.

Price: $249.95 USD

Since the third edition of this standard work in 1999, there has been a significant increase in the amount of chocolate manufactured worldwide. The fourth edition of Industrial Chocolate Manufacture and Use provides up-to-date coverage of all major aspects of chocolate manufacture and use, from the growing of cocoa beans to the packaging and marketing of the end product. Retaining the important and well-received key features of the previous edition, the fourth edition also contains completely new chapters covering chocolate crumb, cold forming technologies, intellectual property, and nutrition. Furthermore, taking account of significant changes and trends within the chocolate industry, much new information is incorporated, particularly within such chapters as those covering the chemistry of flavour development, chocolate flow properties, chocolate packaging, and chocolate marketing. This fully revised and expanded new edition is an essential purchase for all those involved in the manufacture and use of chocolate.

Price: $249.99 USD