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Books from the Warner University Library

 

Marketing Books

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101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms - Troy Waugh
Call Number: HF 5415.135 .W38 2004
ISBN: 0471651109
Publication Date: 2004-04-12
"Troy Waugh'the rainmakers? rainmaker'has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results."?Howard B. Allenberg, vice chairman and CIO, BDO Seidman, LLP Finally, peerless focus on how to break into all aspects of the selling process and the currents of relationship and buyer development. Learn how to build your personal and firm business more successfully. Covers the process of relationship and buyer development. Provides proven strategies from hundreds of the world's successful firms. Order your copy today!

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50+ Marketing: marketing, communicating, and selling to the over 50s generations - Jean-Paul Tréguer
Call Number: HF 5415 .T6965 2002
ISBN: 0333984129
Publication Date: 2002-09-06
As a result of demographic and other factors in many countries, the over fifty age group have emerged as having significant disposable income and market power, yet much advertising, promotion and marketing is still targeted primarily at younger age groups. In a unique and compelling book the author, a pioneer in this area, shows that this is an essential market for companies and how they can focus their marketing for maximum benefit.

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Ageless Marketing: strategies for reaching the hearts & minds of the new customer majority - David B. Wolfe; Robert E. Snyder
Call Number: HF 5415.32 .W65 2003
ISBN: 0793177553
Publication Date: 2003-11-01
Today's richest market is theNew Customer Majority: middle-aged and older adults who make up the biggest percentage of the buying public. Never before have adults 40 years and older been in the majority. Understanding this population and persuasively selling to it require a new kind of marketing research arsenal.InAgeless Marketing, authors David Wolfe and Robert Snyder document the results of a groundbreaking research project on the aging boomer generation, detailing the core values, buying behaviors, and emotional factors that distinguish the New Customer Majority. As more companies seek sales from multiple age groups, "ageless marketing" becomes critical to financial performance. Companies that master its subtleties have realized amazing profits.New Balance, for example, saw an annual rate of 25 percent or more with its ageless marketing themes, even when the athletic shoe industry had shown no growth since 1997.Ageless Marketingintroduces a new research approach in profiling this lucrative market. Companies that want to tap into this important segment will get insights into the characteristic values and motivations that trigger the New Customer Majority's spending choices. Wolfe and Snyder describe the challenges in marketing to this group, the stages and differences in their life experiences, and the ways to make meaningful marketing overtures.Above all, readers will see how "empathetic connections" drive many buying decisions for this market, why traditional ploys simply will not work, and how to create marketing campaigns that yield continuing customer satisfaction and brand loyalty.

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The $100 Billion Allowance: accessing the global teen market - Elissa Moses
Call Number: HF 5415.32 .M673 2000
ISBN: 0471298484
Publication Date: 2000-05-29
"The $100 Billion Allowance is filled with some wonderful insights for all marketers . . . and parents." -Ron Berger, Chief Executive Officer, Messner Vetere Berger McNamee Schmetterer/EURO RSCG

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The 50-Plus Market: why the future is age neutral when it comes to marketing & branding strategies - Dick Stroud
Call Number: HF 5415 .S874 2005
ISBN: 0749442581
Publication Date: 2006-02-28
* Contains original research conducted by OMD into the relationship between age and consumer behavior

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There's No Business That's Not Show Business : marketing in an experience culture - Bernd Schmitt; David L. Rogers; Karen Vrotsos
Call Number: HF 5415.13 .S344 2004
ISBN: 0130471194
Publication Date: 2003-06-24
Say goodbye to "business as usual"--to succeed today you need show business!How do you market in today's "experience culture"--as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? Companies and brands from Altoids to Volkswagen have discovered the answer: bring show business into your business!There's No Business That's Not Show Business demonstrates how to use "show biz" techniques to cut through the clutter, engage your customers personally, differentiate your product or brand--and create real, long--term value.These techniques can be adapted for any product, service, or market--consumer or B2B. You'll learn how to clearly identify strategic objectives and expected outcomes; target your high--value customers; ensure that "show biz" marketing promotes your core brand message; extend your impact via PR and CRM; and, above all, achieve quantifiable results. The right show, the right media, the right venue Choose, invent, and re--invent media around your unique marketing needs Keeping your show "on brand" Drive your core branding message: don't distract from it Shows for customers, with customers, and by customers Use show business to strengthen all your customer relationships Integrating show business and leadership Persona, myth, and ethos: shape the experience of your own company Not just show: business Practical measurements, credible budgets, real ROI Show biz techniques that cut through market clutter--and delight and engage your customers! Building experiences that engage, surprise, and dazzle your customers Tying "show biz" marketing to measurable business goals Breakthrough techniques for consumer, B2B, even internal marketing initiatives Mobile marketing, street evangelism, customer events, theater, and much more Altoids to Oracle, Volkswagen to Victoria's Secret: new case studies in experiential marketing Customers today are more independent than ever, and advertising less effective and more costly every day. There's No Business that's Not Show Businessshows how smart companies can use creativity, humor, and play to reach out and engage customers through a new kind of experience. This book provides winning case studies and "show business" techniques that can be used to dazzle customers, launch products, build brands, generate buzz, and build great customer relationships. From road shows to street evangelism to multi--media theater and beyond, it offers a new generation of marketing that can work for every customer in every industry. Most of all, it offers tools to link your "show business" to your brand, to core strategic goals, and to measurable results. Your business can be in show business too--and to reach customers today, it must! Praise for There's No Business That's Not Show Business "This book cleverly and insightfully makes explicit a clear (if upsetting to some) trend, i.e. 'all the world's a stage.' As the emphasis has moved from the physical product (or service) to customer experience, how consumers relate to products in their own authored "play" has increasingly become the focus of marketing thought and practice. Using a variety of well--known (e.g. Victoria's Secret, Intel) and less obvious (e.g., the Guggenheim) examples, the book explores the implications of a focus on the show/experience in an entertaining way. Importantly, however, the book also provides a seven--step procedure for moving from identification of a desired image to the quantitative measurement of perfor

 

More Marketing Books

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And Now a Few Words from Me: advertising leading critic lays down the law, once and for all - Bob Garfield
Call Number: HF 5823 .G27 2003
ISBN: 0071403167
Publication Date: 2003-01-21
"If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin."--Miami Herald A witty and frank look at the ad biz from one of its most respected voices Advertising has become an endless stream of clichés, cheesy productions, miscast celebrities, and gratuitous sex--and take-no-prisoners Advertising Age columnist Bob Garfield has had enough. In the often hilarious, always dead-on And Now a Few Words from Me, Garfield looks at the best and the worst in today's advertising as he tells advertising pros that it's time to swallow their own egos, return clients' rights to the forefront, and--once and for all--eliminate bad advertising from the face of the earth.

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Basic Marketing Research: applications to contemporary issues - Naresh K. Malhotra
Call Number: HF 5415.2 .M288 2002 c. 1
ISBN: 0133768562
Publication Date: 2001-12-04
WHEN STUDENTS SPEAK -- WE LISTEN. When they asked for an accessible undergraduate market research textbook that would help them succeed, we answered -- with Basic Marketing Research: Applications to Contemporary Issues. This text was developed with those students in mind. Your students. The ones who want a practical and intelligible perspective on today's critical issues in market research. With current content and powerful learning tools, this text delivers exactly what your students are asking for: Chapter-opening vignettes and questions draw students into each new topic while setting up chapter concepts. Chapter-opening diagrams lay out the big picture. These diagrams illustrate the breakdown of each chapter, the relationships between topics from chapter to chapter, and the connection between the material and the market research process as a whole. Real-life examples show market research in action as managers use it to solve problems and to make decisions. Brief, current cases and video cases bring market research to life. Use them in class, as homework assignments, or on exams. "Internet Applications" illustrate the relationships between the Internet and each step of the marketing research process. "Internet and Computer Exercises" teach students to apply chapter concepts to real-world situations. Simple acronyms included throughout the text help students remember important concepts. Data analysis procedures are illustrated with respect to SPSS, SAS, MINITAB, EXCEL, and other popular programs. "Put the power of real-world software into your students' hands with one of the most frequently used marketresearch packages on the market! Packaged with every text." FINALLY -- A MARKET RESEARCH TEXTBOOK WITH YOUR UNDERGRADUATE STUDENTS IN MIND! ACCESSIBLE. INTELLIGIBLE. STUDENT-FRIENDLY. BASIC MARKETING RESEARCH: APPLICATIONS TO CONT

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Cause Marketing: build your image and bottom line through socially responsible partnerships, programs, and events - Joe Marconi
Call Number: HF 5414 .M37 2002
ISBN: 0793152585
Publication Date: 2002-08-07
Cause-related marketing programmes not only enhance a company's image but also increase employee satisfaction. Ninety percent of employees in companies with such programmes report feeling proud of their company. Cause Marketing will show businesses, regardless of size, how to work with a socially responsible organisation, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits. Cause Marketing draws important distinctions between a business embracing a cause and the broader issues relating to social responsibility. The book also presents: - Guidelines for, and examples of, individuals and companies aligning themselves with causes that advance their business interests and promote public welfare. - Damage control scenarios and how to respond when a cause with which a company is associated is the subject of scandal or negative publicity. - When and how local, national, or international causes work to the subject's advantage. By focusing on an umbrella-marketing plan, Marconi outlines what a commitment to socially responsible business and marketing mean in terms of a company's image, reputation, ma

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Sports and Entertainment Marketing - Oelkers Kasero; Ken Kaser; Dotty B. Oelkers
Call Number: qKF 4290 .K19 2001
ISBN: 0538694777
Publication Date: 1999-11-24
Sports and Entertainment Marketing takes your students on a step-by-step journey through the world of marketing. Students encounter and learn about the key functions of marketing and how those functions are applied to sports and entertainment. Each marketing function is incorporated throughout the text and highlighted with an icon to indicate how it is used in the marketing process.

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The Anatomy of Buzz: how to create word-of-mouth marketing - Emanuel Rosen
Call Number: HF 5827.95 .R67 2000
ISBN: 0385496672
Publication Date: 2000-10-17
A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights. What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster." InThe Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere. Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.

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The Art of Cause Marketing: how to use advertising to change personal behavior and public policy - Richard Earle
Call Number: HF 5414 .E18 2000
ISBN: 0658001221
Publication Date: 2000-04-01
This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs. The Art of Cause Marketing presents several case studies and 75 storyboards from actual cause advertising and print ads. Examples of cause marketing include memorable ads such as "This is your brain on drugs" and "A mind is a terrible thing to waste."

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Wordcraft - Alex Frankel
Call Number: HF 6161 .B4 F73 2004
ISBN: 1400051045
Publication Date: 2004-04-20
"Five little words: BlackBerry, Accenture, Viagra, Cayenne, e-business. Two of the words are appropriated (BlackBerry and Cayenne); two are completely made up (Viagra and Accenture); and one (e-business) is a composite word made of a word and a letter that already exist. . . .These five words are the characters in this book." Words shape and move the modern marketplace; they are at once ubiquitous and invisible. But where do words such as Saturn, PowerBook, and Tylenol originate? How did we come to "xerox" our paperwork and "have a cup of Starbucks"? Which names work, and why? For journalist Alex Frankel, what began as an exercise in curiosity--tracing the evolution of a handful of the most successful brand names from the marketplace to their places of origin--resulted in a year-long journey in which he gained access to a previously undiscovered world of forward-thinking creatives: professional namers, the unique group of marketers responsible for inventing words that ultimately become a part of our everyday vocabularies. Wordcraftis Frankel's in-depth look at how companies name themselves and their products and, in the process of defining their business through words and language, develop narratives that define the way they present themselves to the outside world. His lively, fly-on-the-wall narrative takes us into the conference rooms of Lexicon, the world's largest professional naming firm, where we see how the highly successful email pager known as the BlackBerry got its name. We travel to Germany to learn how Porsche approached the naming of its controversial SUV, a car that challenged the company's famously sporty image. The creative team behind Viagra explains how they took a completely fabricated word and turned it into a powerful idea. We witness how IBM assumed ownership of the word and story of "e-business" and in so doing turned around its corporate mindset and returned to a dominant industry position. The book is filled with stories about how things get their names, but it's not just tales of business meetings and product launches. We meet the characters who populate the naming world, "information age neologists" like freelance namer Andrea Michaels, who plays professional Scrabble and competes on TV game shows when not brainstorming for corporate clients. And we learn about the civic unrest that erupted in Denver when the naming rights for Mile High Stadium were sold. Frankel laces his narrative with cultural and historical references and quotations from thinkers as diverse as Marianne Moore and Lawrence Lessig, all of which add a layer of richness and depth to this book's multithreaded and engaging stories. For anyone intrigued by the power of words and ideas in today's marketplace,Wordcraftis a captivating tour of a fascinating world.

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