Business : Advertising & Promotion

An exclusive look at one of the world's most successful and controversial companies, and the mysterious family behind it. BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire near-fanatical loyalty. While many carmakers struggle with falling sales, profits and market share, demand for BMWs continues to grow, frequently outpacing production. Now, David Kiley-Detroit Bureau Chief at USA Today and author of Getting the Bugs Out, which covered Volkswagen's demise and rebirth, goes inside the fabled German automaker to see how it does what it does so well. With unprecedented access to BMW executives, Kiley goes behind the walls of BMW's famed 'Four Cylinders' headquarters in Munich at a time when the company is in its most aggressive, and some say riskiest, expansion in its history and when some of the company's new products, like the 7 Series sedan and Z4 roadster, are for the first time drawing as many barbs from critics as bouquets. Kiley covers intimate details of the boardroom drama surrounding the company's nearly disastrous acquisition and subsequent sale of the British Rover Group and its expansion into selling MINI and Rolls Royce cars. Besides being a world-class carmaker, BMW is also considered one of the smartest consumer marketing companies and Kiley explores the extraordinary value and management of the BMW brand mystique. He also takes a revealing look at the mysterious and ultra-private Quandt family of Bad Homburg Germany, which owns a controlling stake in BMW: Johanna and Susanne Quandt, two of the wealthiest women in Europe and Stefan Quandt, one of the wealthiest bachelors on the continent. David Kiley (Ann Arbor, MI) is the Detroit Bureau Chief at USA Today who has covered the auto industry for 17 years. He has been featured on Nightline, CNBC, CNN, MSNBC, NPR and the Today show. He is also the author of Getting the Bugs Out: The Rise, Fall, and Comeback of Vol more...

Price: $29.95

A comprehensive guide to writing advertising copy, this text provides tips on how to identify the target audience; how to write advertisements, brochures, flyers and direct mail; and how to check that the copy is working once written. more...

Price: $17.99

In this follow-up to his bestselling book The End of Marketing As We Know It , Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising - sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. more...

Price: $27.95

The Essential Brand Book is a companion resource for anyone involved in brand issues. It contains over 100 business models and techniques for building brand value, illustrated throughout using case studies. Four key subject areas are discussed: brand equity, brand strategy, brand communication, and brand definition. more...

Price: $17.35

This book offers a wealth of good, solid business advice. “Fares to Friends” is the business professional's equivalent to best-seller “Tuesdays with Morrie” by Mitch Albom. Like Albom, Ed Wallace '81 VSB invites the reader to share in a series of literally and figuratively transporting conversations with his mentor, a cab driver named Max. Over the course of many trips to the airport, Max, a former business executive who gave up high-level commerce to become a service entrepreneur, points out what the author considers to be crucial guideposts on the road to business success: how to build relational capital. more...

Price: $15.95