In this book, we introduce Decision Equity as a breakthrough, overarching metric that can help free marketing managers from their existing mental models, and provide avenues to efficiently convert the vast amounts of data at their disposal into powerful information to make informed long-term and short-term decisions about products, customers, markets, and overall business health. There are four key objectives that we wish to achieve through this book. First, we wish to introduce the underpinnings of a new flow-based measurement and management process that can promote truly unshackled thinking both within the marketing function as well as at its interface with other functional areas. Second, we want to demonstrate how firms can win by learning to conceptualize and discover the linkages between marketing and related non-marketing actions and their ultimate marketplace and financial consequences. Third, we aim to provide guidance for how marketing managers and CMOs can significantly improve the outcomes of their decisions by following a verification-based linkage discovery process to connect marketing actions to profits. And fourth, we wish to provide evidence for the efficacy of verification-based thinking centered on the principles of Decision Equity from successful marketing interventions and implementations in well-known organizations.

Price: $19.95 USD

Don’t get lost in the digital haystack! With thousands of links for every search, the chances of your products being found online are slimmer than a needle. But there’s good news: you can pinpoint your marketing message with help from Winning Results with Google AdWords . You'll discover AdWord essentials, how to bid for and win the keywords you want, how to track your results, and much more. Create a profitable ad campaign using online marketing, paid search, targeting, and leveraged branding.

Price: $24.99 USD

This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.

Price: $27.95 USD

Luxury World is a captivating investigation of genuine luxury brands - the marketing strategies they use to position themselves as truly elite products or services, who their customers are and how they retain them, and the future for the industry now excess is out of fashion.

Price: $29.95 USD

Your new product has changed the rules of the market. Now, you have to change the rules for selling it . . . Providing a truly innovative product or service is the difference between life and death for companies today. But once you’ve produced it, you have to answer the next big question: How do I sell this unique offering to customers who don’t even know they have a need for it? Brian C. Burns and Tom U. Snyder compared 27 highly successful emerging-growth and start-up corporations with 78 less successful companies in similar fields. The difference, they learned, lies neither with the product nor with marketing but with the sales strategy. In short, the losers relied on conventional sales methods; the winners deployed a unique sales strategy that focused on how organizations make decisions. Selling in a New Market Space helps you develop a sales strategy to approach potential buyers the right way—the first time around— using what the authors call the “Maverick Method.” This game-changing guide explains: What Maverick sellers do differently and why they hold the key to your success Where to find salespeople with the skills for selling to a new market How to create early market segments and marginalize competitors When to transition them away from Maverick selling Don’t be a victim of your own success. What good is the product you put all that money into if you can’t sell it? If you want to get the most out of your innovative offering, you need to create a new class of salesperson. With Selling in a New Market Space , you have the tool for driving your new product to the limits of its potential.

Price: $29.95 USD

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.

Price: $29.95 USD

This title describes the state of the art in all areas of spatial marketing, discussing the various constituents which make up the geography of markets. Demand varies according to location and can be measured according to revenue, the number of households, spending patterns and lifestyles. Supply is also dependent on position, because prices, services, products and available shops rely on location, while the difference between supply and demand is the rationale for the role of the trader. The book also covers the way geographic techniques help to solve marketing problems and contains chapters written by contributors with extensive experience in this field; given that it is crucial for companies to direct their marketing correctly at their target audience, this will be indispensable reading for those involved in this area.

Price: $95.00 USD

Marketing such controversial products as cigarettes, alcoholic beverages, gambling casinos, firearms, and pornography entails a host of issues not faced by marketers working in industries that do not stir political or social opposition. Davidson discusses the reasons for antagonism within each industry, suggests ways for marketers to counter such criticism or to work around it given the restraints imposed, and explains how specific marketing practices can actually lead to increased hostility in the marketplace. This second edition features a new chapter on specific problems that each industry faces in online marketing, which has exploded in certain cases, especially in gambling and pornography. In addition, the new edition updates the legal environment in which each industry operates.

Price: $119.00 USD

Whisky: Technology, Production and Marketing explains in technical terms, the science and technology of producing whisky, combined with information from industry experts on successfully marketing the product. World experts in Scotch whisky provide detailed insight into whisky production from the processing of raw materials, to the fermentation, distillation, maturation, blending, production of co-products and quality testing, as well as important information on the methodology used for packaging and marketing whisky in the twenty-first century. No other book covers the entire whisky process from raw material to delivery to the market in such a comprehensive manner and with such a high level of technical detail. * Only available work to cover the entire whisky process from raw material to delivery to the market in such a comprehensive manner * Includes a chapter on marketing and selling whisky * Foreword written by Alan Rutherford, former Chairman and Managing Director of United Malt and Grain Distillers Ltd.

Price: $165.00 USD

New products often fail not because they are bad products, but because they don't meet consumer expectations or are poorly marketed. In other cases, the marketing is spot on, but the product itself does not perform. This title explores this inter-relationship and the inter-relationship of the key disciplines essential for marketplace success.

Price: $179.95 USD