Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.

Price: $7.49 GBP

The Prize Winner of Defiance, Ohio introduces Evelyn Ryan, an enterprising woman who kept poverty at bay with wit, poetry, and perfect prose during the "contest era" of the 1950s and 1960s. Stepping back into a time when fledgling advertising agencies were active partners with consumers, and everyday people saw possibility in every coupon, Terry Ryan tells how her mother kept the family afloat by writing jingles and contest entries. Mom's winning ways defied the Church, her alcoholic husband, and antiquated views of housewives. To her, flouting convention was a small price to pay when it came to securing a happy home for her six sons and four daughters. Evelyn, who would surely be a Madison Avenue executive if she were working today, composed her jingles not in the boardroom, but at the ironing board. By entering contests wherever she found them -- TV, radio, newspapers, direct-mail ads -- Evelyn Ryan was able to win every appliance her family ever owned, not to mention cars, television sets, bicycles, watches, a jukebox, and even trips to New York, Dallas, and Switzerland. But it wasn't just the winning that was miraculous; it was the timing. If a toaster died, one was sure to arrive in the mail from a forgotten contest. Days after the bank called in the second mortgage on the house, a call came from the Dr Pepper company: Evelyn was the grand-prize winner in its national contest -- and had won enough to pay the bank. Graced with a rare appreciation for life's inherent hilarity, Evelyn turned every financial challenge into an opportunity for fun and profit. From her frenetic supermarket shopping spree -- worth $3,000 today -- to her clever entries worthy of Erma Bombeck, Dorothy Parker, and Ogden Nash, the story of this irrepressible woman whose talents reached far beyond her formidable verbal skills is told in The Prize Winner of Defiance, Ohio with an infectious joy that shows how a winning spirit will triumph over the poverty of circumstance.

Price: $11.99 USD

Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, can certain products—with the right combination of positioning and branding—take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? Can your company harness the power of cult branding without blowing a fortune on advertising? According to authors Matthew W. Ragas and Bolivar J. Bueno the answer is yes. In fact, you need not look much farther than a Harley-Davidson rally, a Star Trek convention, or a Jimmy Buffett concert to see the cult branding phenomenon at work: thousands of passionate, faithful fans spreading the good word and spending lots of money. Not all brands have the dash of edginess, the devoted fan base, or the niche positioning to be cult brands. But those that do tend to share similar characteristics that make them successful, what the authors call the Seven Golden Rules of Cult Branding. Through meticulous research and scores of interviews Ragas and Bueno have uncovered the remarkable and oft-untold stories behind nine very successful cult brands: ·Star Trek ·Harley-Davidson ·Oprah Winfrey ·World Wrestling Entertainment (formerly WWF) ·Apple ·Volkswagen Beetle ·Jimmy Buffett ·Vans Shoes ·Linux These nine brands follow the Seven Golden Rules and have millions of fans and billions of dollars in revenue to show for it. Now you can learn first hand what these special brands did to set themselves apart and how to apply the Seven Golden Rules to your own marketing strategies. Written for advertisers, marketers, sales executives, and business owners who want to thrive in an increasingly competitive marketplace, The Power of Cult Branding is the ultimate guide to creating a loyal core of repeat customers and winning the positioning battle. From the Hardcover edition.

Price: $12.99 USD

Free to succeed . . . Whether in troubled economic times or during years of prosperity, there is a proven way for companies to boost productivity, profits, and growth. Remarkably, it costs nothing––whether cost is measured in terms of monetary resources or time– –and is simply based on the belief that, if only people can be free to act in the best interests of their company, the results will be tremendous. Freedom, Inc. presents the evidence that this is not the Pollyannaish wish of a few dreamers, but a reality built by bottom-line-focused leaders. . . . The culture of freedom works–and Freedom, Inc. reveals the secrets of a successful business paradigm based on a trusting, nonhierarchical, liberated environment. The visionary leaders profiled here performed near-miracles in driving their companies to unheard-of levels of success, often from unlikely or disheartening beginnings. Businesses as diverse as insurance company USAA, winemaker Sea Smoke Cellars, Gore & Associates, advertising agency The Richardson Group, Harley-Davidson, and Sun Hydraulics have had the insight and courage to challenge long-held management beliefs about human nature and employees–and radically depart from the traditional command-and-control structures, rules, and policies. By freeing up the individual initiative and risk-taking instincts of every employee, these companies showed they could dramatically outperform their rivals in an array of fiercely competitive industries. By listening to employees instead of telling them what to do, by treating them as equals and not limiting information through a trickle-down hierarchy, and by encouraging a culture in which employees have commitments (something chosen) as opposed to jobs (something imposed), these companies liberated their workers to fulfill their own individual potential, which has led to more productive, loyal, and engaged workers, as well as significant measurable profits and growth. From the Hardcover edition.

Price: $13.99 USD

David Novak—one of today’s most engaging, unconventional, and successful business leaders—lived in thirty-two trailer parks in twenty-three states by the time he reached the seventh grade. He sold encyclopedias door to door, worked as a hotel night clerk, and took a job as a $7,200-a-year advertising copywriter with the hopes of maybe one day becoming a creative director. Instead, he became head of the world’s largest restaurant company at the ripe old age of forty-seven. While David never went to business school, he did learn from the greatest of teachers—experience—and plenty of other very smart people as well: Magic Johnson on the secret to teamwork, Warren Buffett on what he looks for in the companies he buys, John Wooden on ego, and Jack Welch on one thing he’d do over. Now he wants to share with you what he discovered about getting ahead and getting noticed; motivating people and turning businesses around; building winning teams and running a global company of nearly one million people; and always staying true to yourself. The Education of an Accidental CEO is filled with David Novak’s street-smart wisdom: From his formative years... • Walking through your anxieties • Avoiding the poison of stereotypes • Staying “right-sized” • Breaking through the clutter From his years as an ad executive and chief marketing officer ... • How not to roll over like Fluffy the dog • Seeing yourself as a brand • When to pull the plug on the Super Bowl As the COO of Pepsi Cola and then as president of KFC and Pizza Hut ... • Why a gold watch can have less value than a floppy rubber chicken • Knowing when “the answers are in the building” • Knowing when to do nothing • What it takes to revitalze a company And as CEO of Yum! Brands, Inc. ... • How to “shock the system” • How to avoid the slow-no’s • Managing two up and two down David Novak’s ideas for building an entire culture around reward and recognition—getting everyone from division presidents to dishwashers to buy into recognizing the achievements of others—is studied by other companies and discussed here in great detail. Whether you are the CEO of a global conglomerate or a budding entrepreneur, there is something here that will help you get where you want to go. From the Hardcover edition.

Price: $13.99 USD

A true force for change, Gary Hirshberg has been at the forefront of movements working for environmental and social transformation for 30 years. From his early days as an educator and activist to his current position as President and CE-Yo of Stonyfield Farm, the world's largest organic yogurt company, Hirshberg's positive outlook has inspired thousands of people to recognize their ability to make the world a better place. In Stirring it Up , Hirshberg calls on individuals to realize their power to effect change in the marketplace - "the power of one" - while proving that environmental commitment makes for a healthier planet and a healthier bottom line. Drawing from his 25 years' experience growing Stonyfield Farm from a 7-cow start-up, as well as the examples of like-minded companies, such as Newman's Own, Patagonia, Wal-Mart and Timberland, Hirshberg presents stunning evidence that business not only can save the planet, but is able to simultaneously deliver higher growth and superior profits as well. Hirshberg illustrates his points with practical information and advice, as well as engaging anecdotes from what he calls `the bad old days' of his yogurt company: how a power outage left him milking cows by hand, how a dumpster fire revealed the need for better packaging, and his camel manure taste test challenge to a local shock jock. He also describes hands-on grassroots marketing strategies -- printing yogurt lids with provocative, politically charged messages, handing out thousands of free samples to subway commuters to thank them for using public transit, and devising the country's first organic vending machine -- explaining how these approaches make a much more powerful impact on consumers than traditional advertising. An inspiring book for business owners and managers as well as anyone interested in saving the environment, Stirring It Up demonstrates how companies can work to save the planet, while achieving greater profits and satisfaction, and how we can all use the power of conscious consumption to encourage green corporate behavior.

Price: $18.95 USD

Starting your own business is always exciting, but it also means that you need to understand and do all of the things that will turn your great idea into a functioning company.With all of the things to be considered (your business name, location, legal structure, business license, seller's permits, insurance, web site, finance, marketing, etc.), it is easy to feel as if you are going through a maze. This step-by-step guide is thorough, clear, concise, and easy-to-follow. Linda Pinson has been successfully educating entrepreneurs for more than 20 years. With this book, she has once again provided you with one of the most dependable and informative sources on the market. Packed with the most up-to-date information, forms, examples, and worksheets, this book will guide you patiently through everything you need to start a successful new business. Find the right business for you by matching your skills and interests Decide if it is best to buy a business, start your own company, buy a franchise, or be a social entrepreneur Find out how to get a business license, file a DBA, and get a seller's permit Name your business, decide on your legal structure, and choose a location See if you qualify for a home-based business Protect your business with insurance, copyrights, trademarks and patents Look at financing options for your business Set up your bookkeeping and plan your cash flow Research your target market and plan your advertising strategy Learn Internet basics and develop a web site for your business Learn the basics of business planning

Price: $18.95 USD

Want to get an MBA? The Complete MBA For Dummies, 2 nd Edition, is the practical, plain-English guide that covers all the basics of a top-notch MBA program, helping you to navigate today’s most innovative business strategies. From management to entrepreneurship to strategic planning, you’ll understand the hottest trends and get the latest techniques for motivating employees, building global partnerships, managing risk, and manufacturing. This fun, easy-to-access guide is full of useful information, tips, and checklists that will help you lead, manage, or participate in any business at a high level of competence. You’ll find out how to use databases to your advantage, recognize and reward your employees, analyze financial statements, and understand the challenges of strategic planning in a global business environment. You’ll also learn the basic principals of accounting, get a grip on the concepts behind stocks and bonds, and find out how technology has revolutionized everything from manufacturing to marketing. Discover how to: Know and respond to your customers’ needs Handle budgets and forecasts Recruit and retain top people Establish and run employee teams Use Sarbanes-Oxley to your company’s advantage Negotiate with the best of them Build long-term relationships with clients Avoid common managerial mistakes Improve cash flow Market your products and services Make the most of your advertising dollar Once you know what an MBA knows, the sky’s the limit. Read The Complete MBA For Dummies, 2 nd Edition, and watch your career take off!

Price: $21.99 USD

This is the eBook version of the printed book. &> — Frank Maddocks , President, Maddocks & Company This comprehensive guide includes everything designers need—besides talent—to turn their artistic success into business success. You’ll find information on key issues facing designers from freelancing to the management of established design firms. A strong visual focus and to-the-point text take the fear factor out of learning about thorny business realities like staffing, marketing, bookkeeping, intellectual property, and more. These smart business practices are essential to success in graphic, Web, and industrial design. Here are just a few of the things you’ll learn: • How to get on the right career path • How to market your services successfully • The best way to determine pricing for your services • How to avoid common legal pitfalls • How to structure projects for success • The secrets of successful teams • How to sustain your business long-term Talent Is Not Enough provides a big-picture context for these and other challenges and shares practical, real-world advice. The book is destined to become an essential resource for both students and working professionals in these areas and more: • Design planning and strategy • Corporate identity development • Marketing communications • Publication and editorial design • Brand identity and packaging design • Advertising and promotion design • Motion graphics • Environmental design • Industrial design • Interaction design Talent Is Not Enough is an AIGA Design Press book published under Peachpit's New Riders imprint in partnership with AIGA. BONUS Watch for free chapters online! www.talentisnotenough.com

Price: $27.99 USD

Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.

Price: $35.45 AUD