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Brand Relevance
Wiley 2010; US$ 32.95Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats... more...
Managing Brand Equity
Free Press 2009; US$ 35.00The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive... more...
The Dragonfly Effect
Wiley 2010; US$ 25.95Proven strategies for harnessing the power of social media to drive social change Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book addresses how to harness the incredible power of social media to make a difference. The Dragonfly Effect shows you how to tap social media and consumer psychological... more...
Müssen Ethiker moralisch sein?
Campus Verlag 2011; US$ 32.34Hauptbeschreibung Darf ein Umweltethiker einen Offroader fahren? Muss eine Medizinethikerin, die sich für die Organspende ausspricht, einen Organspendeausweis haben? Ethikerinnen und Ethiker beantworten solche Fragen zuweilen mit einer Anekdote des Philosophen Max Scheler, der, angesprochen auf den Widerspruch zwischen seinen moralischen Maßstäben... more...
The Authority of the Consumer
Taylor and Francis 2004; US$ 63.95The Authority of the Consumer explores the implications of `consumer society' - charting its meanings in particular circumstances and analysing this way of understanding the relationships between `providers' and 'recipients'. more...
Brand, Organizational Identity and Reputation in SMEs - An Overview
Emerald Group Publishing Limited 2007; US$ 199.00As we progress through the 21st century, organizations – small, medium and large - are competing in an environment that is global in nature and scope, information rich and knowledge based. In compiling this e-book, the increasing role that brand, organizational identity and reputation occupy in competitive markets loaded with meanings, and the... more...
Out of the Box Marketing
Thorogood Publishing 2005; US$ 17.95A painting-by-numbers guide on how to build a super-profitable business. more...
Brand Risk
Ashgate Publishing Ltd 2008; US$ 124.95Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. In a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a... more...
The Seven Myths of Customer Management
Wiley 2005; US$ 55.00In this lively and readable book, the authors argue that in recent years far too much has been made of customer satisfaction, and that this has come at the expense of hard-edged consumerism. Whether or not "the customer is king," the first rule of business is to make money. Pragmatic and practical, the book destroys seven key myths about customer management... more...
Your Idea, Inc.
F+W Media 2010; US$ 14.95Burt's Bees . . . Crocs . . . Facebook . . . Every time a new story about how some nobody from nowhere got rich producing some clever new product in his garage, you may think, "Why can't I do that?" Well, anyone can--the trick is to take those good ideas and build them into great products that can succeed in the marketplace. In this book, you will... more...
