Product, Pricing, Placement & Promotion
- Dr. Ernest Dichter, known as "Mr. Mass Motivations", founded
Institute for Motivational Research in Peekskill, NY; founder of
Motivational Research ("qualitative research designed to uncover
the consumer's subconscious or hidden motivations that determine
purchase behavior"; why consumers behave as they do);
application of clinical psychology techniques to advertising,
marketing research; consumer behavior as result of unconscious
motives determined through psychological techniques; precursor
of consumer lifestyle studies; conducted revolutionary studies
about Plymouth vehicles for Chrysler, Ivory Soap for Procter &
Gamble, survey about readers of Esquire Magazine; created 'focus
groups' (psychoanalytical interpretation of "in depth
interviews" with consumers; projective tests where thoughts,
emotions studied vs. recording person's verbal response);
end of 1960s -
marketing turned toward more rigorous quantitative research
Dr. Ernest Dichter
- motivational research
June 27, 2003
- More than 735,000 phone numbers were registered on first
day of national do-not-call list aimed at blocking unwelcome
solicitations from telemarketers.
April 2008 -
2008 Most Powerful Brands
Millward Brown Optimor: Brandz Top 100 Most Powerful Brands;
(BMW), Ed. Gernot Brauer (2002).
Architecture as Brand Communication: Dynaform + Cube.
(Boston, MA: Birkhauser, 240 p.). Bayerische Motoren Werke;
Internationale Automobil-Ausstellung; Communication in
architecture --Frankfurt am Main; Exhibition buildings --Germany
--Frankfurt am Main; Buildings, Temporary --Germany --Frankfurt
am Main. "Communicative" architecture to give expression to brand image;
pavilions (Dynaform + Cube) of two makes of car (BMW, Mini) at
International Motor show in Frankfurt; designed using High-End
software to create free-form shapes (considered impossible to
build just few years ago).
(Citigroup Global Wealth Management), Steve
Steal These Ideas!: Marketing Secrets That Will Make You a Star.
(New York, NY: Bloomberg Press, 188 p.). Managing Director, Head
of Advertising and Brand Management (Citigroup Global Wealth
Management). Marketing. Handbook of marketing ideas covers advertising, branding, public
relations, direct response, more; examples of brands,
(Epsilon), Steve Cone (2008).
Powerlines: Words that Sell Brands, Grip Fans, and Sometimes
Change History. (New York, NY: Bloomberg Press, 288 p.).
Chief Marketing Officer for Epsilon, Leading Provider of
Data-Driven Marketing Technologies. Slogans; Brand name
products; Marketing; Advertising. Great slogan is most important
part of marketing campaign, how to create one.
(IBM), Paul R. Gamble, Alan Tapp, Anthony
Marsella, Merlin Stone (2005).
Marketing Revolution!: The Radical New Approach to Transforming
the Business, the Brand & the Bottom Line. (Sterling,
VA: Kogan Page, 308 p.). Professor of European Management
(University of Surrey, UK) and Director of the Surrey European
Management School (SEMS); Senior Lecturer in Marketing (Bristol
Business School); Marketing Intern at IBM Business Consulting
Services, IBM France; Senior Manager, Strategic Marketing & BCS
CRM Marketing Leader -- IBM Europe, Middle East, Africa; IBM
Professor of Relationship Marketing (Bristol Business School,
University of the West of England) and Business Research Leader
with IBM's Business Consulting Services. Marketing--Management;
(Jergens), Bradford C. Kirk (2003).
Lessons from a Chief Marketing Officer: What It Takes To Win in
Consumer Marketing. (New York, NY: McGraw-Hill, 243 p.).
Chief Marketing Officer (Andrew Jergens Company). Marketing;
Advertising; Marketing--Management; Advertising--Management;
Marketing research. Brand marketing.
(McDonald's), Larry Light, Joan Kiddon (2009).
Six Rules for Brand Revitalization: Learn How Companies like
McDonald’s Can Re-Energize Their Brands. (Upper
Saddle River, NJ: Wharton School Pub., 218 p.). Former Global
Chief Marketing Officer for McDonald's (2002-2005); Former
Director of Market Research - BBDO/West. McDonald’s Corporation
--Case studies; Branding (Marketing) --Management; Brand name
products --Management; Product life cycle.
Turn around of brand
suffering from decline in food quality, branding issues,
indifferent employees, shoddy service, poor profitability; six
rules: 1) refocus organization, 2) restore brand relevance, 3)
reinvent brand experience, 4) reinforce results culture, 5)
rebuild brand trust, 6) realize global alignment.
(MTV), Paul Temporal (2008).
The Branding of MTV: Will Internet Kill the Video Star.
(Hoboken, NJ: Wiley, 250 p.). Associate Fellow at the University
of Oxford, Visiting Professor in Marketing at Shanghai Jiao Tong
University, China. MTV; brand. Consumer-oriented brand managed
across multiple markets; how company built cult following,
enviable reputation through creating, developing, managing
powerful brand that caters for complex but universal array of
needs, want; how to build, manage brand culture when faced with
simultaneous needs for consistency and change, in both global,
(Playboy Enterprises), Susan Gunelius (2009).
Building Brand Value the Playboy Way. (New York, NY:
Palgrave Macmillan, 188 p.). President & CEO of KeySplash
Creative, Inc. Playboy Enterprises; Branding (Marketing)
--United States. Brand building, brand value, brand longevity,
ultimate brand champion; Hugh Hefner put together first issue of
Playboy magazine on his kitchen table (had $8000, dream to
create men's lifestyle magazine); brand associated with sex
survived, thrived despite attacks from every direction, in
increasingly competitive market and jaded consumers; became one
of most well known brands in world, Hefner remains face of
(Harry Potter), Susan Gunelius (2008).
Harry Potter: The Story of a Global Business Phenomenon.
(New York, NY: Palgrave Macmillan, 216 p.). Branding
(Marketing); Brand name products; Potter, Harry (Fictitious
Bestselling books of all time; most incredible brand success
ever (price wars, box office revenue, brand values).
(Starbucks), Arthur Rubinfeld, Collins
Built for Growth: Expanding Your Business Around the Corner or
Across the Globe. (Philadelphia, PA: Wharton School
Publishing, 368 p.). Former EVP (Starbucks); Business
Journalist. Marketing; Sales management; strategic planning.
David A. Aaker (1991).
Managing Brand Equity : Capitalizing on the Value of a Brand
Name. (New York, NY: Macmillan, 299 p.). Brand Name
Products, Marketing Management
Building Strong Brands. (New York, NY: Free Press, 380
p.). Brand Name Products, Marketing Management.
Spanning Silos: The New CMO Imperative. (Boston, MA:
Harvard Business School Press, 217 p.). Vice-Chairman of
Prophet. Marketing -- Management.
Unfettered decentralization that produces silos is no longer
feasible; up to chief marketing officers to 1) strengthen credibility with silo
teams, CEO; 2) Use cross-functional teams, other strategic
linking devices; 3) Foster communication across silos; 4) Select
right CMO role (Facilitator to strategic captain); 5) Develop
common planning processes; 6) Adapt brand strategy to silo
units; 7) allocate marketing dollars strategically across silos;
8) develop silo-spanning marketing programs.
David A. Aaker, Erich Joachimsthaler (2000).
Brand Leadership: The Next Level of the Brand Revolution.
(New York, NY: Free Press, 351 p.). Brand name products--United
Sue Adkins (1999).
Cause Related Marketing: Who Cares Wins. (Boston, MA:
Butterworth-Heinemann, 307 p.). Director of the Business in the
Community's Cause Related Marketing Campaign. Social marketing;
American Marketing Association (1991).
Marketing Masters. (Chicago, IL: American Marketing
Association, 274 p.). Marketing; Marketing--Management.
Collection of articles from the Journal of Marketing.
Chris Anderson (2006).
The Long Tail: The Revolution Changing Small Markets into Big
Business. (New York, NY: Hyperion, 256 p.). Editor in
Chief (Wired magazine). Market segmentation; Internet marketing;
Marketing--Technological innovations. Rise of niche;
shifting from one-size-fits-all model of mass appeal to one of
unlimited variety for unique tastes.
Chris Anderson (2009).
Free: The Future of a Radical Price. (New York, NY:
Hyperion, 288 p.). Editor-in-Chief (Wired magazine); Former U.S.
business Editor (The Economist). Marketing; Success in business.
Businesses, as a strategy often profit
more from giving things away than by charging for them; costs
associated with growing online economy are trending fast toward
zero; traditional economics of scarcity don't apply to
bandwidth, processing power, hard-drive storage; growth of
reputation economy; how to compete when competitors give away
what you're trying to sell; primary inputs to industrial economy
fallen in price fast, for long time (1961 - single transistor
cost $10; 2009 - Intel's latest chip: two billion transistors,
sells for $300 (or 0.000015 cents/transistor--effectively too
cheap to price).
Simon Anholt and Jeremy Hildreth (2004).
Brand America: The Mother of All Brands. (London: Cyan,
192 p.). Professional Brand Strategists. Brand name products --
Case studies; Brand name products -- United States.
America has become largest, most powerful brand in global marketplace.
Robert Bartels (1988).
The History of Marketing Thought. (Columbus, OH:
Publishing Horizons, 387 p. [3rd ed.]). Marketing--History.
Jonathan Salem Baskin (2008).
Branding Only Works on Cattle: The New Way To Get Known (and
Drive Your Competitors Crazy). (New York, NY: Business
Plus, 261 p.). Principal of Baskin Associates. Branding
(Marketing); Consumer behavior; Information behavior; Internet
searching; Business enterprises --Computer network resources.
How to thrive in world where modern consumers are harder to
find, more difficult to convince, near-impossible to retain;
target consumer behavior, what consumers actually do;
how companies affect behavior; braanding reborn.
Harry Beckwith (1997).
Selling the Invisible: A Field Guide to Modern Marketing.
(New York, NY: Warner Books, 252 p.). Service
industries--Marketing. Sales advice to people in service
Scott Bedbury with Stephen Fenichell (2002).
A New Brand World: 8 Principles for Achieving Brand Leadership
in the 21st Century. (New York, NY: Viking, 220 p.).
Former Head of Worldwide Advertising (Nike); Starbucks. Brand
name products; New products--Management.
C. Britt Beemer, with Robert L. Shook (1997).
Predatory Marketing: What Everyone in Business Needs To Know To
Win Today's Consumer. (New York, NY: Morrow, 288 p.).
Marketing--United States; Consumer behavior--United States.
Discerning trends in the marketplace, catering to customer
Thomas L. Berg (1970).
Mismarketing; Case Histories of Marketing Misfires.
(Garden City, NY: Doubleday, 253 p.). Marketing--Case studies.
Robert C. Blattberg, Rashi Glazer, John D.C.
The Marketing information Revolution / edited by Robert C.
Blattberg, Rashi Glazer, John D.C. Little. (Boston, MA:
Harvard Business School Press, 373 p.). Blattberg-Polk Brothers
Distinguished Professor of Retailing at the Kellogg School of
Management (Northwestern University), Glazer-Northern Telecom
Scholar at the Walter Haas School of Business (Berkeley),
Little-is Institute Professor and professor of management
science, Sloan School of Management (MIT). Marketing--Data
processing; Marketing--Management--Data processing;
Marketing--Decision making--Data processing; Information
technology. Paul B. Brown (1988).
Marketing Masters: Lessons in the Art of Marketing from Those
Who Do It Best. (New York, NY: Harper & Row, 216 p.).
Marketing--United States--Case studies; Success in
business--United States--Case studies.
Bridget Brennan (2009).
Why She Buys: The New Strategy for Reaching the World’s Most
Powerful Consumers. (Crown: Crown, 336 p.). Founder of
Female Factor Strategic Consulting. Marketing; Marketing--woman.
Female-literate marketing; women purchase, are key influencers
in about 80% of all consumer product sales in U.S. alone; 90%
of marketing executives trying to reach them are men; five
important global demographic changes affecting female
Andreas Buchholz, Wolfram Wo¨rdemann. (2000).
What Makes Winning Brands Different?: The Hidden Method Behind
the World’s Most Successful Brands. (New York, NY:
Wiley, 222 p.). Formerly of Procter & Gamble, the board of White
Lion International (Krefeld, Germany), Europe's Leading
DiscountAdvertising Agency. Brand name products.
Robert D. Buzzell, Bradley T. Gale (1987).
The PIMS Principles: Linking Strategy to Performance.
(New York, NY: Free Press, 322 p.). Marketing--Management;
Joe Calloway (2003).
Becoming a Category of One: How Extraordinary Companies
Transcend Commodity and Defy Comparison. (Hoboken, NJ:
Wiley, 223 p.). Consultant on Branding and Competitive
Positioning. Benchmarking (Management); Corporate image; Brand
Radha Chadha & Paul Husband (2006).
The Cult of the Luxury Brand: Inside Asia’s Love Affair with
Luxury. (Boston, MA: Nicholas Brealey International, 314
p.). Founder, Chadha Strategy Consulting (Hong Kong); Founder,
Husband Retail Consulting (Hong Kong). Brand name
products--Social aspects--Asia; Luxuries--Social aspects; Brand
name products--Asia--Marketing; Social status--Asia; Social
classes--Asia. How, why of
Asia's "luxeplosion": 1) Hong Kong - more Gucci, Hermès stores
than New York, Paris; 2) China - biggest luxury market by 2014;
3) India - three-month waiting lists for hot items; 4) Asian
consumers account for as much as half of $80 billion global luxe industry.
Clive Chajet and Tom Shachtman (1991).
Image by Design: From Corporate Vision to Business Reality.
(Reading, MA: Addison-Wesley, 216 p.). Corporate image;
Marketing; Industrial design coordination; Packaging--Design.
Merrill R. Chapman (2003).
In Search of Stupidity: Over 20 Years of High-Tech Marketing
Disasters. (Berkeley, CA: Apress, 252 p.). Computer
software industry--Management--Case studies; Computer
industry--Management--Case studies; Busines failures--Case
Robert B. Cialdini (1998).
Influence: The Psychology of Persuasion. (New York, NY:
Perennial, 336 p. [rev. ed.]). Regent Professor of Psychology
(Arizona State University). Influence (Psychology); Persuasion
Kevin J. Clancy, Robert S. Shulman (1994).
Marketing Myths That Are Killing Business: The Cure for Death
Wish Marketing. (New York, NY: McGraw-Hill, 308 p.).
Marketing. 175 marketing myths.
David Powers Cleary (1981).
Great American Brands: The Success Formulas That Made Them
Famous. (New York, NY: Fairchild Publications, 307 p.).
Brand name products--United States.
Scott Cohen (1979).
Meet the Makers: The People Behind the Product. (New
York, NY: St. Martin's Press, 221 p.). Businesspeople--United
States--Interviews; Businesswomen--United States--Interviews.
Frederick A. Crawford and Ryan Mathews (2001).
The Myth of Excellence: Why Great Companies Never Try To Be the
Best at Everything. (New York, NY: Crown Business, 251
p.). Executive Vice President and Global Sector Leader of Cap
Gemini Ernst & Young's Consumer Products, Retail, and
Distribution Consulting Practice; Principal at FirstMatter LLC.
Marketing research--Case studies; Consumer behavior--Case
studies; Shopping--Case studies.
Marcel Danesi (2007).
Why It Sells: Decoding the Meanings of Brand Names, Logos, Ads,
and Other Marketing and Advertising Ploys. (Lanham, MD:
Rowman & Littlefield, 211 p.). Advertising; Marketing; Consumer
behavior; Brand names; Signs and symbols. Guide to decoding messages woven
into advertisements, commercials, brand names, logos; how ads,
marketing, branding take hold in consumer psyche.
ed. R. P. T. Davenport-Hines (1986).
Markets and Bagmen: Studies in the History of Marketing and
British Industrial Performance, 1830-1939. (Brookfield,
VT: Gower, 204 p.). Marketing--Great Britain--History;
John Davis (2006).
Measuring Marketing: 103 Key Metrics Every Marketer Needs.
(Hoboken, NJ: Wiley, 440 p.). Practice Associate Professor of
Marketing (Singapore Management University), Director of the
Center for Marketing Excellence. Marketing; Marketing
Management; Marketing Measurement. Three main themes: 1) marketing
planning and customers; 2) the offering; 3) sales force.
George S. Day (1999).
The Market Driven Organization: Understanding, Attracting, and
Keeping Valuable Customers. (New York, NY: Free Press,
285 p.). Marketing--Management; Sales management; Consumer
satisfaction; Customer relations.
George S. Day; with a new introduction (1999).
Market Driven Strategy: Processes for Creating Value.
(New York, NY: Free Press, 405 p. [orig. pub. 1990]). Geoffrey
T. Boisi Professorship in the Department of Marketing (Wharton).
Marketing--Management; Strategic planning; Marketing; Strategic
George S. Day, Paul J.H. Schoemaker (2006).
Peripheral Vision: Seven Steps To Seeing Business Opportunities
Sooner. (Boston, MA: Harvard Business School, 248 p.).
Geoffrey T. Boisi Professor; Professor of Marketing (Warton);
Chairman and CEO, Decision Strategies International, Inc.
Marketing--Management; New products; Strategic planning;
Industrial management. Practical tools, strategies for building "vigilant
organizations" that are constantly attuned to changes in environment.
Wendy Diamond, Michael R. Oppenheim (2004).
Marketing Information: A Strategic Guide for Business and
Finance Libraries. (Binghamton, NY: Haworth Information
Press, 342 p.). Marketing research--Handbooks, manuals, etc.;
Strategic planning--Handbooks, manuals, etc. Contents:
Introduction -- Researching the competitive environment --
Research about customers -- Research for the promotional
strategy -- Researching the sales strategy -- Researching price,
packaging, and place -- Special topics.
James F. Engel, Martin R. Warshaw, Thomas C.
Promotional Strategy: Managing the Marketing Communications
Process. (Burr Ridge, IL: Irwin, 624 p. [8th ed.]).
Marketing; Advertising; Marketing--Management. The Irwin series
ed. Ben M. Enis, Keith K. Cox, Michael P.
Marketing Classics: A Selection of Influential Articles.
(Englewood Cliffs, NJ: Prentice Hall, 612 p.). Marketing.
Keith Ferrazzi with Tahl Raz (2005).
Never Eat Alone and Other Secrets to Success: One Relationship
at a Time. (New York, NY: Currency Doubleday, 320 p.).
Former Chief Marketing Officer for Starwood Hotels & Resorts
Worldwide, Former CMO at Deloitte Consulting; Former Reporter
(Inc.). Success in business; Business networks; Generosity;
Interpersonal relations; Public relations.
Peter Fisk (2006).
Marketing Genius. (London, UK: Capstone, 498 p.). Former
CEO of Chartered Institute of Marketing. Marketing--Management.
How to inject marketing
genius into business to differentiate, deliver exceptional
Elizabeth Franklin (1964).
Why Did They Name It ...? (New York, NY: Fleet Pub.
Corp., 207 p.). Trademarks--United States--History; Brand name
Doug Gelbert (1996).
So Who the Heck Was Oscar Mayer?: The Real People Behind Those
Brand Names. (New York, NY: Barricade Books, 400 p.).
Entrepreneurship--United States--Case studies.
Michael Gershman (1990).
Getting It Right the Second Time: How American Ingenuity
Transformed Forty-Nine Marketing Failures into Some of Our Most
Successful Products. (Reading, MA: Addison-Wesley Pub.
Co., 270 p.). Marketing--United States--Case studies; Brand name
products--United States--Marketing--Case studies.
John Gerzema, Ed Lebar, and Foreword by Peter
Brand Bubble: The Looming Crisis in Brand Value and How To Avoid
It. (Hoboken, NJ: Wiley, 272 p.). Chief Insights Officer
for Young & Rubicam Group; CEO of BrandAsset Consulting Group.
Brand name products --Valuation; Branding (Marketing); Brand
name products --Case studies. Decade of brand, financial data
(Y&R's Brand Asset Valuator, largest database of
brands in world); brand bubble ready to burst; trust, awareness
- dead metrics, hasten declining value of brands; how today's
successful brands have insatiable appetite for creativity,
change; offer consumers palpable sense of movement, direction
through "energized differentiation".
James H. Gilmore, B. Joseph Pine II (2007).
Authenticity: Contending with the New Consumer Sensibility.
(Boston, MA: Harvard Business School Press, 288 p.). Co-Founders
of Strategic Horizons LLP. Product management; Consumer
behavior; Consumers’ preferences. Consumers buy, don't buy based on
how real they perceive company's product/service to be.
Paul Grainge (2007).
Brand Hollywood: Selling Entertainment in a Global Media Age.
(New York, NY: Routledge, 212 p.). Motion pictures--United
States--Marketing; Corporate image; Brand name products.
Will-to-brand in contemporary
movie business; changes in marketing, media environment during
the 1990s, 2000s; how logic of branding has propelled specific
approaches to status and selling of film; relation of branding
to emergent principle of ‘total entertainment’.
John Gove (2001).
Made in America: The True Stories Behind the Brand Names That
Built a Nation. (New York, NY: Berkley Books, 303 p.).
Entrepreneurship--United States--History; Brand name
James R. Gregory with Jack G. Wiechmann
Leveraging the Corporate Brand. (Lincolnwood, IL: NTC
Business Books, 233 p.). Brand name
Jill Griffin (2009).
Taming the Search-and-Switch Customer: Earning Customer Loyalty
in a Compulsion-To-Compare World. (San Francisco, CA:
Jossey-Bass: San Francisco, CA: Jossey-Bass, 288 p.). Founder,
Griffin Group. Founder, Griffin Group Customer relations;
Customer loyalty; Customer services.
Winning customer loyalty in relentless, new selling landscape;
why customers are compelled to search for new options, then
switch to them; new rules for building strong brand perception;
how to build trust, how to be (stay) different in eyes of
customers; how prospects, buyers perceive companies.
Matt Haig (2004).
Brand Royalty: How the World's Top 100 Brands Thrive and Survive.
(Sterling, VA: Kogan Page, 314 p.). Brand name
Ronald Hambleton (1987).
The Branding of America: from Levi Strauss to Chrysler, from
Westinghouse to Gillette, the Forgotten Fathers of America's
Best-Known Brand Names. (Dublin, NH: Yankee Books, 224
p.). Brand name products--United States--History.
Rahaf Harfoush (2009).
Yes We Did! An Inside Look at How Social Media Built the Obama
Brand. (Berkeley, CA: New Riders Press, 216 p.). New
Media Strategist, Campaign Headquarters Volunteer. Obama, Barack
Hussein; marketing--Presidency; marketing--social media;
marketing -- digital; marketing -- Case studies.
build brand; Obama's New Media Team mastery of social media for
everything from fundraising to volunteer coordination;
campaign’s use of technology, from earliest days through
election night; how unwavering strategic vision, collaborative
technologies (email, blogs, social networks, Twitter, SMS
messaging) empowered formidable online community to help elect
world’s first "digital" President.
Robert F. Hartley (1990).
Marketing Successes, Historical to Present Day: What We Can
Learn. (New York, NY: Wiley, 290 p.). Marketing --Case
Marketing Mistakes and Successes. (Hoboken, NJ: Wiley,
360 p. [9th ed.]). Marketing--United States--Case studies.
Mary Jo Hatch, Majken Schultz; foreword by
Wally Olins (2008).
Taking Brand Initiative: How Companies Can Align Strategy,
Culture, and Identity Through Corporate Branding. (San
Francisco, CA: Jossey-Bass,, 266 p.). Professor Emerita at the
McIntire School of Commerce (University of Virginia); Professor
(Copenhagen Business School);. Corporate image; Corporate
culture; Branding (Marketing). What makes corporate brands work,
how enterprise branding can drive business forward; three
practical analytical models, tools to improve effectiveness of
corporate branding effort: assess Vision-Culture-Image gaps,
build organizational identity into brand, take company through
four cycles of branding; management practices, processes
involved in full-scale corporate branding effort.
Jeffrey W. Hayzlett, with Jim Eber (2010).
The Mirror Test: Is Your Business Really Breathing? (New York, NY: Business Plus, 256 p.). Chief Marketing Officer
at the Eastman Kodak Company. Management; Small business
--Management; Business planning; Success in business.
thoughtfully, aggressively evaluate, deconstruct, reconstruct
business; evaluate what's not working well, how to turn
Robert Heller (1987).
The Supermarketers: Marketing for Success, Rules of the
Mastermarketers, the Naked Marketplace. (New York, NY:
Dutton, 384 p.). Marketing -- Case studies; Success in business
-- Case studies.
Ed. Steve Heller (2002).
Education of a Design Entrepreneur. (New York, NY:
Allworth Press, 271 p.). Graphic arts -- Marketing; Sales
promotion. Fifty essays and short interviews with design
entrepreneurs on the benefits and setbacks in setting up shop on
Donald W. Hendon (1989).
Classic Failures in Product Marketing: Marketing Principles
Violations and How To Avoid Them. (New York, NY: Quorum
Books, 205 p.). Product management; Business failures--United
States; Marketing--United States; New products--United States.
Cynthia Lee Henthorn (2006).
From Submarines to Suburbs: Selling a Better America, 1939/1959.
(Athens, OH: Ohio University Press, 392 p.). Developmental
Editor of Online Courseware. Marketing--United
States--History--20th century; Advertising--United
States--History--20th century; Consumer behavior--United
States--History--20th century; United States--Social
conditions--20th century. Development, strategy, effect of marketing campaigns over span
of twenty pivotal years; wartime advertising, marketing
strategies tied consumer prosperity to war, easily adapted in
Cold War era .
Sam Hill and Glenn Rifkin (1999).
Radical Marketing: From Harvard to Harley, Lessons from Ten That
Broke the Rules and Made It Big. (New York, NY:
HarperBusiness, 277 p.). Marketing--Management; Marketing
Thomas Hine (1995).
The Total Package: The Evolution and Secret Meanings of Boxes,
Bottles, Cans, and Tubes. (Boston, MA: Little, Brown,
289 p.). Packaging--Social aspects--United States;
Packaging--United States--Psychological aspects;
Advertising--Social aspects--United States.
Stanley C. Hollander, Richard Germain;
foreword by Richard S. Tedlow. (1992).
Was There a Pepsi Generation Before Pepsi Discovered It?
(Lincolnwood, IL: NTC Business Books,, 144 p.). Market
segmentation -- United States -- History; Young consumers --
United States -- History; Marketing -- United States -- History;
Advertising -- United States -- History.
George Burton Hotchkiss (1938). Milestones
of Marketing; a Brief History of the Evolution of Market
Distribution. (New York, NY: Macmillan, 305 p.).
John Bradley Jackson (2006).
First, Best, or Different: What Every Entrepreneur Needs To Know
About Niche Marketing. (Indianapolis, IN: Dog Ear Pub.,
256 p.). Lecturer in "Entrepreneurial Marketing" (California
State University, Fullerton). Market segmentation;
of competitive advantage: 1) Time - being "first" until other
guys find out; 2) Low cost producer, high performance leader -
perceived as "best" may seem great but can be exhausting;
3) differentiation - perceived as "different" is core of
successful niche market strategy.
Johnny K. Johansson and Ikujiro Nonaka (1996).
Relentless: The Japanese Way of Marketing. (New York,
NY: HarperBusiness, 198 p.). Marketing--Japan; Export
marketing--Japan. Lexus over Mercedes Benz, Sega over Mattel,
turnaround of 7-Eleven - how did the Japanes do it?
Robert Jones (2000).
The Big Idea. (London, UK: HarperCollins Business, 214
p.). Director of Wolff Olins, brand consulting firm. Success in
business; Creative ability in business; Customer relations;
Relationship marketing; Competition.
Mark Kearney and Randy Ray (2002).
I Know That Name!: The People Behind Canada's Best-Known Brand
Names from Elizabeth Arden to Walter Zeller. (Toronto,ON:
Hounslow Book, 312 p.). Businesspeople--Canada--Biography;
Business names--Canada; Brand name products--Canada;
Francis J. Kelly III, Barry Silverstein
The Breakaway Brand: How Great Brands Stand Out. (New
York, NY: McGraw-Hill, 289 p.). President and Chief Operating
Officer of Arnold Worldwide; Senior Vice President at Arnold
Worldwide. Brand name products--Marketing. What
it takes to create breakaway brand; how today’s great brands
execute breakaway campaigns, packaging, promotion.
Philip Kotler (1999).
Kotler on Marketing: How to Create, Win, and Dominate Markets.
(New York, NY: Free Press, 257 p.). Marketing--Management.
Marketing Insights from A to Z: 80 Concepts Every Manager Needs
To Know. (Hoboken, NJ: Wiley, 206 p.). Marketing.
Philip Kotler, Dipak C. Jain, Suvit Maesincee
Marketing Moves: A New Approach to Profits, Growth, and Renewal.
(Boston, MA: Harvard Business School Press, 193 p.). Marketing;
Philip Kotler, Waldemar Pfoertsch (2010).
Ingredient Branding: Making the Invisible Visible.
(New York, NY: Springer, 393 p.). S.C. Johnson & Son
Distinguished Professor of International Marketing at the
Kellogg School of Management (Northwestern University);
Associate Professor of Marketing (China Europe International
Business School, Shanghai), Professor for International Business
(University of Pforzheim). Branding (Marketing); Branding
(Marketing) -- Case studies; Brand name products; Brand name
products -- Case studies. Ingredient or component of product
that has its own brand identity (Intel, GoreTex, Dolby,
TetraPak, Shimano, Teflon); how brand managers can successfully
improve performance of component marketing 100 examples, 4
industry analyses, 9 detailed case studies).
Nirmalya Kumar; foreword by Philip Kotler
Marketing as Strategy: Understanding the CEO's Agenda for
Driving Growth and Innovation. (Boston, MA: Harvard
Business School Press, 270 p.). Professor of Marketing at the
International Institute for Management Development (IMD) in
Lausanne, Switzerland. Marketing; Strategic planning.
Marketing on CEO's
agenda in shaping destiny of firm.
Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Private Label Strategy: How To Meet the Store Brand Challenge.
(Boston, MA: Harvard Business School Press, 270 p.). Professor
of Marketing, Director of Centre for Marketing, Co-Director for
Aditya V. Birla India Centre (London Business School); Knox
Massey Distinguished Professor of Marketing and Area Chair of
Marketing Kenan-Flagler Business School (University of North
Carolina). Brand name products--Marketing. New strategies for private labels
that retailers are using, actionable strategies for competing
against, collaborating with, private label purveyors.
Max Lenderman (2005).
Experience the Message: How Experiential Marketing Is Changing
the Brand World. (New York, NY: Carroll & Graf
Publishers, 324 p.). Creative Director of GMR Marketing. Brand
name products--Marketing; Marketing. Credible voices, sensory
experiences to bring brand's essence, benefits to
Theodore Levitt (1962).
Innovation in Marketing: New Perspectives on Profit and Growth.
(New York, NY: McGraw-Hill, 253 p.). Edward W. Carter Professor
of Business Administration Emeritus (Harvard Business School),
Former Editor of Harvard Business Review. Marketing.
Marketing for Business Growth. (New York, NY: Free
Press, 266 p. [orig. pub. in 1969]). Edward W. Carter Professor
of Business Administration Emeritus (Harvard Business School),
Former Editor of Harvard Business Review. Marketing.
Defines marketing; entire being
of a company.
The Marketing Imagination. (New York, NY: Free Press
[new, exp. ed.], 238 p.). Edward W. Carter Professor of Business
Administration Emeritus (Harvard Business School), Former Editor
of Harvard Business Review. Marketing.
Ted Levitt on Marketing. (Boston, MA: Harvard Business
School Pub., 226 p.). Edward W. Carter Professor of Business
Administration Emeritus (Harvard Business School). Marketing.
Best of Levitt's thinking
over last five decades.
Keith Lincoln & Lars Thomassen (2008).
Private Label: Turning the Retail Brand Threat into Your Biggest
Opportunity. (Philadelphia, PA: Kogan Page, 297 p.).
Retail trade; Branding (Marketing)--Management; Brand name
products--Management. Private labels (house brands) as opportunity to revitalize
brands; ways retailers can maximize potential of their own
Martin Lindstrom; foreword by Philip Kotler
Brand Sense: Build Powerful Brands Through Touch, Taste, Smell,
Sight, and Sound. (New York, NY: Free Press, 237 p.).
Brand name products; Business names; Advertising--Brand name
products; Advertising--Psychological aspects; Senses and
branding; largest study ever conducted on how five senses affect
creation of brands.
Martin Lindstrom (2008).
Buyology: Truth and Lies About Why We Buy. (New York,
NY: Doubleday, 240 p.). Neuromarketing; Consumer behavior;
Shopping --Psychological aspects; Marketing --Psychological
aspects. Three-year, $7 million neuromarketing study
of 2,000 volunteers from all around world
as they encountered various ads, logos, commercials, brands, products;
how brain, brands, emotions drive consumer choice.
Gian Luigi Longinotti-Buitoni (1999).
Selling Dreams: How to Make Any Product Irresistable.
(New York, NY: Simon & Schuster, 335 p.). Businessman,
President/CEO of Ferrari North America. Selling--Psychological
aspects; Marketing--Psychological aspects.
Philippe Malaval, with the collaboration of
Christophe Benaroya (2001).
Strategy and Management of Industrial Brands: Business to
Business Products and Services. (Boston, MA: Kluwer
Academic, 398 p.). Professor of Marketing - Commerce (Toulouse
Business School). Industrial marketing --Case studies.
Must add two objectives, specific to industrial and service sectors, to
traditional branding functions: 1) minimization of risk as
perceived by buyers, 2) facilitation of customer company's
performance by supplier brand; How to create, protect brands?
What type of visual identity is appropriate? How to manage
Margaret Mark and Carol S. Pearson (2001).
The Hero and the Outlaw: Building Extraordinary Brands Through
the Power of Archetypes. (New York, NY: McGraw-Hill, 384
p.). Product management; Brand name products; Brand name
Laura Mazur and Louella Miles (2007).
Conversations with the Marketing Masters. (Hoboken, NJ:
Wiley, 248 p.). Marketing; Marketing--Management; Marketing
personnel--Interviews. Collected wisdom of most influential marketing thinkers - look
at what made each master great, glimpse of the marketing future.
Malcolm McDonald, Keith Ward, Brian D. Smith
Marketing Due Diligence: Reconnecting Strategy to Share Price.
(Oxford, UK: Butterworth-Heinemann, 300 p.). Professor of
Marketing and Deputy Director Cranfield School of Management and
Former Marketing Director of Canada Dry. Corporate profits --
Management; Marketing; Corporations -- Investor relations;
Strategic planning -- 16th century. Process that directly connects
marketing strategy to shareholder value.
William J. McEwen (2005).
Married to the Brand: Why Consumers Bond with Some Brands for
Life: Lessons from 60 Years of Research into the Psychology of
Consumer Relationships. (New York, NY: Gallup Press, 135
p.). Brand name products -- Marketing. Why some companies develop
consumer connection, why others don't.
Molly Wade McGrath (1983).
Top Sellers, U.S.A.: Success Stories Behind America's
Best-Selling Products from Alka-Seltzer to Zippo. (New
York, NY: Morrow, 186 p.). Brand name products--United States;
Success in business--United States.
Regis McKenna (1985).
The Regis Touch: Million-Dollar Advice from America's Top
Marketing Consultant. (Reading, MA: Addison-Wesley, 179
Relationship Marketing: Successful Strategies for the Age of the
Customer. (Reading, MA: Addison-Wesley, 242 p.).
Relationship marketing; Customer services; High
Robert M. McMath and Thom Forbes (1998).
What Were They Thinking? : Marketing Lessons I've Learned from
over 80,000 New-Product Innovations and Idiocies. (New
York, NY: Times Books, 240 p.). Owner of McMaths' New Product
Showcase & Learning Center (Ithaca, NY). New Products-Marketing.
History and lessons of failed products.
Ronald D. Michman, Edward M. Mazze, and Alan
J. Greco (2003).
Lifestyle Marketing: Reaching the New American Consumer.
(Westport, CT: Praeger, 241 p.). Market segmentation--United
States; Target marketing--United States; Consumers'
preferences--United States; Consumer behavior--United States;
Russell R. Miller (1998).
Selling to Newly Emerging Markets. (Westport, CT: Quorum
Books, 274 p.). Export marketing--United States; Foreign trade
promotion--United States; Risk management--United States;
Country risk--United States; Former Soviet republics--Economic
conditions; Europe, Central--Economic conditions.
Doing Business in Newly Privatized Markets: Global Opportunities
and Challenges. (Westport, CT: Quorum, 327 p.).
Privatization; Competition, International; International
economic relations; Free enterprise.
Jack Mingo (1994).
How the Cadillac Got Its Fins: And Other Tales from the Annals
of Business and Marketing. (New York, NY:
HarperCoillins, 228 p.). Industries--United
States--History--Anecdotes; New products--United
States--Anecdotes; United States--Commerce--History--Anecdotes.
Geoffrey A. Moore (1995).
Inside the Tornado : Marketing Strategies from Silicon Valley's
Cutting Edge. (New York, NY: HarperBusiness, 244 p.).
Marketing-High Technology Industries.
Crossing the Chasm: Marketing and Selling High-Tech Products to
Mainstream Customers. (New York, NY: HarperBusiness,
Rev. ed. [orig. pub. in 1991]). Marketing-High Technology,
Andy Milligan (2004).
Brand It Like Beckham: The Story of How Brand Beckham Was Built.
(London, UK: Cyan Books, 205 p.). Executive Director of
Interbrand in London. Brand name products -- Case studies.
Andy Milligan, Shaun Smith (2006).
See, Feel, Think, Do: The Power of Instinct in Business.
(London, UK: Cyan Communications, 224 p.). Executive Director of
Interbrand in London. Brand name products -- Case studies.
Experience marketing -
way real people act in real situations.
Youngme Moon (2010).
Different: Escaping the Competitive Herd. (New York,
NY, Crown Business: 256 p.). Harvard Business School professor.
How to succeed in world where conformity
reigns…but exceptions rule (Google vs. AOL, Yahoo); what it
means to offer something meaningfully different in manner both
fundamental and comprehensive; outliers, mavericks, iconoclasts
who rejected orthodoxy in favor of adventurous approach (MINI
Cooper); "the cool of unapologetic
contradiction," fusing of basic with sublime, producing
marketing results often strange, unfamiliar at first
but are distinctive.
Liz Moor (2007).
The Rise of Brands. (N.Y., NY: Berg, 192 p.). Senior
Lecturer in Media and Cultural Studies (Middlesex University).
Branding (Marketing); Brand name products--History; Branding
consultants; Intellectual property--Management;
Marketing--Social aspects. How brands develop, operate in
contemporary society; earliest examples date to Roman Empire;
growing industry, applied to commodities, charities, cities,
worlds of sport and entertainment, government initiatives; brand
in history, growth of national, global brands, changing
approaches of branding industry, exploration of new spaces for
Anne Elizabeth Moore (2007).
Unmarketable: Brandalism, Copyfighting, Mocketing, and the
Erosion of Integrity. (New York, NY: New Press, 272 p.).
Market segmentation; Green marketing; Brand name products.
Corrosive effects of
corporate infiltration of underground, critical look at
advertising agencies, corporate marketing teams, branding
experts and at members of underground who have helped forward
Evan Morris (2004).
From Altoids to Zima: The Surprising Stories Behind 125 Brand
Names. (New York, NY: Simon & Schuster, 199 p.).
Newspaper Columnist ("The Word Detective"). Brand name products.
Chris Murray and the editors of Soundview
Executive Book Summaries (2006).
The Marketing Gurus: Lessons from the Best Marketing Books of
All Times. (New York, NY: Portfolio, 320 p.). Editor of
Soundview Executive Book Summaries. Marketing;
Marketing--Abstracts. Summaries of 17
marketing books published in last 15 years.
Raymond A. Nadeau (2006).
Living Brands: Collaboration + Innovation = Customer Fascination.
(New York, NY: McGraw-Hill, 302 p.). Executive Creative
Consultant for Turner Media Group. Brand name products;
Advertising--Brand name products. Brands that tap into customers'
lifestyles; speak directly to how consumers live, what they buy.
Wally Olins (1978).
The Corporate Personality : An Inquiry into the Nature of
Corporate Identity. (New York, NY: Mayflower Books, 215
p.). Chairman, Saffron Brand Consultants. Corporate Image,
Management, Public Relations
Corporate Identity : Making Business Strategy Visible through
Design. (Boston, MA: Harvard Business School Press, 224
p.). Chairman, Saffron Brand Consultants. Corporate Image,
Wally Olins on Brand. (London, UK: Thames & Hudson, 256
p.). Chairman, Saffron Brand Consultants. Brand name products.
Don Peppers, Martha Rogers (1993).
The One to One Future: Building Relationships One Customer at a
Time. (New York, NY: Currency Doubleday, 443 p.). Market
segmentation; Sales promotion; Consumers’ preferences; Customer
relations. Share of customer (one customer at time) rather than
just share of market; personalized marketing as four-phase
process: 1) identify potential customers; 2) determine their
needs, lifetime value; 3) interact with customers to learn about
them; 4) customize products, services, communications to
Glenn Porter and Harold C. Livesay (1971).
Merchants and Manufacturers: Studies in the Changing Structure
of Nineteenth-Century Marketing. (Baltimore, MD: Johns
Hopkins University Press, 257 p.). Marketing--Management--United
States--History--19th century; United
Priceless: The Myth of Fair Value (and How to Take Advantage of
It). (New York,
NY, Hill and Wang, 352 p.). Prices. Hidden psychology of value
(behavioral decision theory); new psychology of price dictates
design of price tags, menus, rebates, “sale” ads, cell phone
plans, supermarket aisles, real estate offers, wage packages,
tort demands, corporate buyouts; prices - most pervasive hidden
persuaders of all.
Hamish Pringle and Peter Field (2009).
Brand Immortality: How Brands Can Live Long and Prosper.
(Philadelphia, PA: Kogan Page, 320 p.). Director General of the
Institute of Practitioners of Advertising. Brand name products;
Branding (Marketing). How nature of brands has changed over
time, continues to evolve, implications for
marketing; factors essential to brand's long term survival;
winning brand strategies.
Mary Lou Quinlan (2003).
Just Ask a Woman: Cracking the Code of What Women Want and How
They Buy. (Hoboken, NJ: Wiley, 272 p.). Former CEO, N.
W. Ayer Advertising. Women consumers--United States;
Marketing--United States; Women--United States--Attitudes.
Ron Ricci, John Volkmann (2003).
Momentum: How Companies Become Unstoppable Market Forces.
(Boston, MA: Harvard Business School Press, 206 p.).
Marketing--Technological innovations; Internet marketing; Brand
name products--Marketing; Strategic planning.
Al Ries (1996).
Focus: The Future of Your Company Depends on It. (New
York, NY: McGraw-Hill, 304 p.). Marketing consultant.
Al Ries and Jack Trout (1986).
Marketing Warfare. (New York, NY: McGraw-Hill, 216 p.).
Consultants. Marketing, Competition
Bottom-up Marketing. (New York, NY: McGraw-Hill, 226
p.). Marketing consultants. Marketing, Advertising
The 22 Immutable Laws of Marketing: Violate Them at Your Own
Risk. (New York, NY: HarperBusiness, 143 p.).
Marketing consultants. Marketing
Positioning: The Battle for Your Mind. (New York, NY:
McGraw-Hill, 246 p. (20th anniversary ed.)). Consultants.
Al Ries and Laura Ries (1998).
The 22 Immutable Laws of Branding : How to Build a Product or
Service into a World-Class Brand. (New York, NY:
HarperBusiness, 182 p.). Marketing consultants. Brand Name
The Origin of Brands: Discover the Natural Laws of Product
Innovation and Business Survival. (New York, NY:
HarperCollins, 308 p.). Brand name products; Brand name
products--Marketing; Brand name products--Management; New
Steve Rivkin and Fraser Sutherland (2004).
The Making of a Name: The Inside Story of the Brands We Buy.
(New York, NY: Oxford University Press, 275 p.). Brand name
Scott Robinette and Claire Brand; with Vicki
Emotion Marketing: The Hallmark Way of Winning Customers for
Life. (New York, NY: McGraw-Hill, 247 p.). Marketing;
Customer relations; Consumer satisfaction.
Emanuel Rosen (2000).
The Anatomy of Buzz: How to Create Word-of-Mouth Marketing.
(New York, NY: Doubleday (Currency), 303 p.). Word-of-mouth
Bernd Schmitt and Alex Simonson with a
foreward by Tom Peters (1997).
Marketing Aesthetics: The Strategic Management of Brands,
Identity, and Image. (New York, NY: Free Press, 345 p.).
Professor of Marketing (Columbia, Georgetown). Corporate
Identity, Brand Management
Bend Schmitt (1999).
Experiential Marketing: How to Get Customers to Sense, Feel,
Think, Act and Relate to Your Company and Brands. (New
York, NY: Free Press, 280 p.). Professor of Marketing (Columbia,
Georgetown). Corporate Identity, Brand Management.
Chris Schoenleb (2001).
Battling Marketing Myths: Foxhole Lessons from a Corporate
Warrior. (Orlando, FL: Rivercross Pub., 348 p.). Four
Decades in Marketing; Responsible for Burger King's "Have It
Your Way" Ad Campaign. Marketing.
David Meerman Scott (2009).
World Wide Rave: Creating Triggers that Get Millions of
People to Spread Your Ideas and Share Your Stories.
(Hoboken, NJ: Wiley, 208 p.). Former Vice President of
Marketing at NewsEdge Corporation. Marketing.
people around world are talking about you, your
company, your products; when communities
eagerly link to you; when online
buzz drives buyers to you; when
fans visit your Web site, your blog because
they genuinely want to be there; create something
valuable that people want to share and make it easy for
them to do so.
Byron Sharp (2010).
How Brands Grow: What Marketers Don't Know. (New
York, NY: Oxford University Press, , 228 p.). Director of the
Ehrenberg-Bass Institute for Marketing Science (University of
South Australia). Branding (Marketing). How brands grow, how
advertising really works, what price promotions really do, how
loyalty programs really affect loyalty.
Jon Spoelstra (1997).
Ice to the Eskimoes: How To Market a Product Nobody Wants.
(New York, NY: HarperBusiness, 275 p.). Marketing.
Ernest Sternberg (1999).
The Economy of Icons: How Business Manufactures Meaning.
(Westport, CT: Praeger, 176 p.). Economics--Psychological
aspects; Values--Psychological aspects; Imagery (Psychology);
Symbolism in advertising.
Jacky Tai, Wilson Chew (2007).
Transforming Your Business Into a Brand: The 10 Rules of
Branding. (Tarrytown, NY: Marshall Cavendish Business,
192 p.). Former Branding Program Manager with International
Enterprise Singapore; CEO of StrategiCom. Branding (Marketing).
What it takes to build a brand, traps to avoid; branding
strategies in real world .
Richard S. Tedlow (1996).
New and Improved: The Story of Mass Marketing in America.
(Boston, MA: Harvard Business School Press, 483 p.). Professor
(Harvard Business School). Marketing--United States--History;
Marketing--United States--Case studies.
Eds. Richard S. Tedlow and Geoffrey Jones
The Rise and Fall of Mass Marketing. (New York, NY:
Routledge, 239 p.). Marketing -- Congresses; Export marketing --
Congresses. Papers from a conference held at the University of
Reading, UK, in May 1991.
Gerard J. Tellis and Peter N. Golder (2002).
Will & Vision: How Latecomers Grow To Dominate Markets.
(New York, NY: McGraw-Hill, 340 p.). Marketing--United States;
Brand name products--United States.
Jack Trout and Steve Rivkin (2000).
Differentiate or Die: Survival in Our Era of Killer Competition.
(New York, NY: Wiley. Marketing; Advertising--Brand name
products; Brand name products; Competition.
Jack Trout with Steve Rivkin (1996).
The New Positioning: The Latest on the World's #1 Business
Strategy. (New York, NY: McGraw-Hill, 173 p.).
Positioning (Advertising). Sequel to: Positioning / Al Ries and
Jack Trout. c1986.
Jack Trout (2001).
Big Brands, Big Trouble: Lessons Learned the Hard Way.
(New York, NY: Wiley, 223 p.). Brand name products; Success in
Joseph Turow (2006).
Niche Envy: Marketing Discrimination in the Digital Age.
(Cambridge, MA: MIT Press, 240 p.). Robert Lewis Shayon
Professor, Associate Dean for Graduate Studies at the Annenberg
School for Communication (University of Pennsylvania). Consumer
profiling; Market segmentation; Marketing--Technological
innovations; Customer services--Technological innovations.
Emergence of databases as
marketing tools, implications this may have for media,
advertising, and society.
James B. Twitchell (2004).
Branded Nation: The Marketing of Megachurch, College, Inc.,
and Museumworld. (New York, NY: Simon & Schuster, 327
p.). Professor af English (University of Florida). Brand name
products--United States--Marketing; Brand name products--Social
aspects--United States; Church marketing--United States;
Eds. Alice Tybout and Tim Calkins; foreword by
Philip Kotler (2005).
Kellogg on Branding: The Marketing Faculty of the Kellogg School
of Management. (Hoboken, NJ: Wiley, 352 p.). Harold T.
Martin Professor of Marketing, Chairperson of the Marketing
Department (Kellogg School of Management); Clinical Associate
Professor of Marketing, Co-Academic Director of the Branding
Program (Kellogg School of Management). Brand name products;
Brand name products--Marketing; Brand name products--Management;
Customer relations--Management. Insights,
theories, practices in building, leveraging, rejuvenating
Kazuo Usui (2008).
The Development of Marketing Management: The Case of the USA, c.
1910-1940. (Burlington, VT: Ashgate, 166 p.). Faculty of
Economics (Saitama University, Japan). Marketing --United States
--Management --History --20th century; Marketing --United States
--History --20th century; Marketing --Management --Case studies.
Why, how marketing
developed in USA;
historical contexts in which it was
produced, developed, contents of the thought; developed according to needs
; relationship between theories of marketing, historical context
in which they were developed.
Henrik Vejlgaard (2007).
Anatomy of a Trend. (New York, NY: McGraw-Hill, 256 p.).
Founder of The Competence Company (Copenhagen). Popular culture;
Social change; Style (Philosophy); Fads. Inner workings of trends -
people, places, motives behind buying behavior that
Accidental Branding: How Ordinary People Build Extraordinary
Brands. (Hoboken, NJ: Wiley; 224 p.). Former Brand
Manager at Johnson & Johnson and Coca-Cola. =Branding
(Marketing)--United States--Case studies;
Entrepreneurship--United States--Case studies;
Serendipity--United States--Case studies; Businesspeople--United
brands (Burt's Bees, Craigslist, J. Peterman, The Art of
Shaving, Columbia Sportswear, Clif Bar, Baby Einstein), how
their founders followed instincts, broke ‘rules' of marketing
(same rules in same ways), beat consumer giants.
Gene Walden and Edmund O. Lawler (1993).
Marketing Masters: Secrets of America's Best Companies.
(New York, NY: HarperBusiness, 224 p.). Marketing--United
States; Success in business--United States.
Rob Walker (2008).
Buying In: The Secret Dialogue Between What We Buy and Who We
Are. (New York, NY: Random House, 320 p.). Writes the
weekly column "Consumed" (The New York Times Magazine).
Marketing; Advertising; Consumer behavior. People embrace brands more than
ever; create brands; participate in marketing campaigns for
favorite brands; motivated consumers spread gospel virally;
funnel cultural, political, community activities through
connections with brands; "murketing".
Compiled by James K. Weekly and Mary K. Cary
Information for International Marketing: An Annotated Guide to
Sources. (New York, NY: Greenwood Press, 170 p.). Export
marketing--Bibliography; Export marketing--Reference
books--Bibliography; Information storage and retrieval
systems--Export marketing--Bibliography; Export
Douglas West, John Ford, and Essam Ibrahim
(2006). Strategic Marketing: Creating Competitive Advantage.
(New York, NY: Oxford University Press, 517 p.).
Marketing--Decision making; Marketing--Management.
How companies seek to create
competitive advantage through use of strategic marketing.
Steven Wheeler, Evan Hirsh; foreword by
William F. Stasior (1999).
Channel Champions: How Leading Companies Build New Strategies To
Serve Customers. (San Francisco, CA: Jossey-Bass, 223
p.). Marketing; Marketing--Management.
James Playsted Wood (1971).
This Little Pig; The Story of Marketing. (New York, NY:
T. Nelson, 192 p.). Marketing.
Jeremy Wright (2005).
Blog Marketing: The Revolutionary New Way To Increase Sales,
Build Your Brand, and Get Exceptional Results. (New
York, NY: McGraw-Hill, 321 p.). Author of Ensight.org.
Marketing--Weblogs; Weblogs--Economic aspects.
Power of blogs to create direct
line of communication with customers, raise visibility, position
organizations as industry thought leaders.
Lester Wunderman (1996).
Being Direct: Making Advertising Pay. (New York, NY:
Random House, 305 p.). Wunderman, Lester; Advertisers--United
States--Biography; Direct marketing--United States.
Roy A. Young, Allen M. Weiss, David W. Stewart
Marketing Champions: Practical Strategies for Improving
Marketing's Power, Influence and Business Impact.
(Hoboken, NJ: Wiley, 288 p.). Vice President of Development for
MarketingProfs; Professor of Marketing at the Marshall School of
Business (University of Southern California); Robert E. Brooker
Professor of Marketing at Marshall School of Business
(University of Southern California). Marketing--United States;
Success in business--United States. Connect marketing to company's
bottom line, communicate marketing's value to corporate
Gerald Zaltman, Lindsay H. Zaltman (2008).
Marketing Metaphoria: What Seven Deep Metaphors Reveal About the
Minds of Consumers. (Boston, MA: Harvard Business School
Press, 230 p.). Emeritus Professor at the Harvard Business
School; Managing Director at Olson Zaltman Associates. Consumer
behavior; Metaphor. How to
overcome not thinking deeply about consumers' innermost
thoughts, feelings, find universal drivers of human behavior;
how some of world's most successful companies, small firms,
not-for-profits, social enterprises leveraged deep metaphors to
solve wide variety of marketing problems.
Donald Ziccardi with David Moin (1997).
Master-Minding the Store: Advertising, Sales Promotion & the New
Marketing Reality. (New York, NY: John Wiley & Sons, 310
p.). Retail trade--Marketing; Advertising; Sales promotion.
Sergio Zyman (1999).
The End of Marketing as We Know It. (New York, NY:
HarperBusiness, 247 p.). Former Marketing Chief at Coca-Cola.
Sergio Zyman with Armin A. Brott (2004).
Renovate Before You Innovate: Why Doing the New Thing Might Not
Be the Right Thing. (New York, NY: Portfolio, 240 p.).