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O książce

Autorzy omawiają podstawowe zagadnienia nt marketingu szeptanego.

Spis treści

Preface vii
Introduction 1

Chapter 1. The Buzz about Buzz Marketing Is Building 11
Chapter 2. The Importance of Moving from A to Bee 31
Chapter 3. Tapping into the Superconnectors 55
Chapter 4. What Goes Up ... 69
Chapter 5. Managing the Ups and Downs: Lessons from the Perennials 91
Chapter 6. Silver Bullet Brands and Leaps of Faith 107
Chapter 7. Shock Treatment 129
Chapter 8. Media and Cyberspace 151
Chapter 9. Buzzing Youth 169
Chapter 10. Conclusion: Long Live the WORM 195

Notes 213
Glossary 231
Acknowledgments 235
Index 239

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O książce

Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these "accidents" really happen, and why do they ultimately succeed or fail?

Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.

Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing.

Fair warning: this book is not for everyone. It proposes untraditional, even counterintuitive practices: Let the marketplace take over. Stop clamoring for control and learn to be spontaneous. Be bold enough to accept a certain degree of uncertainty in the definition of your brands.

Brand hijacking relies on a radical concept: letting go. What a frightening, yet oddly liberating thought.

Spis treści

Ch. 1 The "no marketing" myth 3
Ch. 2 Public property : the serendipitous hijack 13
Ch. 3 The marketer's guide to the serendipitous hijack 32
Ch. 4 A "no marketing" illusion : the co-created hijack 46
Ch. 5 A dangerous attitude 73
Ch. 6 The marketer's guide to the co-created hijack 82
Ch. 7 Brand hijack candidates 91
Ch. 8 The marketer's guide to the corporate hijack 98
Ch. 9 The dawn of the next marketing era 116
Ch. 10 The consumer collective 129
Ch. 11 The inner workings of the brand tribe 140
Ch. 12 The funny business of earning consumer devotion 162
Ch. 13 The kick-off : hijack ideation 173
Ch. 14 Phase I : tribal marketing 183
Ch. 15 Phase II : co-creation 206
Ch. 16 Phase III : mass marketing 216
Ch. 17 The threat : "a few words from our sponsor" 231
Ch. 18 The opportunity : the ultimate pay-off 246

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O książce

Since its publication in 1983, The Marketing Imagination has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt — renowned as the Harvard Business School's "guru of marketing" — has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of The Marketing Imagination shows Levitt at his best — sharp, knowledgeable, erudite, and, yes, as imaginative as ever.

Spis treści

Preface to the New, Expanded Edition Preface to the Original Edition

1. Marketing and the Corporate Purpose
2. The Globalization of Markets
3. The Industrialization of Service
4. Differentiation — of Anything
5. Marketing Intangible Products and Product Intangibles
6. Relationship Management
7. The Marketing Imagination
8. Marketing Myopia
9. Exploit the Product Life Cycle
10. Innovative Imitation
11. Marketing and Its Discontents Index

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O książce

How to create an organizational culture that promotes brand image and builds customer loyalty

Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.

Author Biography: Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture in London.

Spis treści

Dedications.
Quotation.
Acknowledgements.
Publisher's Note.
Preface.
Foreword.
THE BRAND MANNERS BOOK OF LIFE.
'Manners Maketh Man'.

Customers - The Brand Promise and Individual Brand Manners.

Corporations - Happy Surprises.

The Tesco Story.

THE BRAND MANNERS WAY.

The Self-confident Organisation.

Brand Manners Approach.

Brand Manners in Action.

The Orange Story.

THE BRAND MANNERS IMPROVEMENT CYCLE.
Section One: Individual Behaviour.

Conditioning Creates Brands.

How Boundaries Create Self-confidence.

Making the Most of Habits.

Reducing Stress in the Organisation.

Section Two: Encounters.

Being Ready to Defend the Brand.

Minimising Corporate Distance.

Managing the Irrational.

How Trust Fits In.

Section Three: The Brand Promise.

High Tech, High Touch in Branding.

Dealing with the New Consumerism.

How Brand Problems can be Part of the Solution.

Protecting the Brand.

Section Four: 'Happy Surprises'.

How Defining Gestures Build Brands.

Really Listening Adds Real Value.

The Power of Customer Pledges.

Moments of Truth.

Section Five: 'Feeling Good'.

Defining Outstanding Customer Service.

The Importance of Under-promising and Over-delivering.

How Enabled Employees can Deliver for Customers.

Recruiting in Line with the Brand's Values.

THE BRAND MANNERS HOW-TO GUIDES.
The Chief Executive Officer.

The Marketing Director.

TheEmployee.

Management.

Customers.

Conclusion.
Quotation.
Bibliography.
Webography.
Index.

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Książka wygląda jak nowa.

O książce

Wprowadzenie do marketingu napisane przez dwóch nabardziej poczytnych autorów z tej dziedziny. Książka w prosty i atrakcyjny sposób przedstawia podstawy teoretyczne marketingu, ilustrując je licznymi case'ami. Książka przedstawia jak marketing wpływa na działanie organizacji oraz przedstawia wpływ marketinu na pozostałe działy firmy: księgowość, R&D, HR, IT. Książka prezentuje marketing jako sztukę budowania wartości dla nabywców oraz pokazuje jakie korzyści może uzyskiwać firma od swoich klientów dzięki sprawnej komunikacji. Książka jest świetnym źródłem informacji i narzędziem dla wszystkich zatrudnionych w działach marketingu lub sprzedaży, szczególnie w firmach międzynarodowych.

Spis treści

I. DEFINING MARKETING AND THE MARKETING PROCESS.

 1. Marketing: Managing Profitable Customer Relationships.

 2. Company and Marketing Strategy: Partnering to Build Customer Relationships.

II. UNDERSTANDING THE MARKETPLACE OF CONSUMERS.

 3. The Marketing Environment.

 4. Managing Marketing Information.

 5. Consumer and Business Buyer Behavior.

III. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX.

 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

 7. Product, Services, and Branding Strategies.

 8. New-Product Development and Product Life-Cycle Strategies.

 9. Pricing Considerations and Strategies.

10. Marketing Channels and Supply Chain Management.

11. Retailing and Wholesaling.

12. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations.

13. Integrated Marketing Communication: Personal Selling and Direct Marketing.

IV. EXTENDING MARKETING.

14. Marketing in the Digital Age.

15. The Global Marketplace.

16. Marketing and Society: Social Responsibility and Marketing Ethics.

Appendix 1. Sample Marketing Plan.

Appendix 2. Video Cases (one per chapter).

Appendix 3. Marketing Arithmetic.

Appendix 4. Careers in Marketing.

Glossary/Index.

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Książka wygląda jak nowa.

O książce

Poręczne streszczenie jedenastego wydania Marketingu (czyli najnowszego polskiego wydania). Tekst wyjaśnia główne teorie zarządzania marketingowego. Poszczególne rozdziały poświęcone są: zarządzaniu marketingiem firmy, analizie szans marketingowych, podejmowaniu decyzji oraz tworzeniu i zarządzania planami marketingowymi. Książka posiada wszystkie mocne strony tradycyjnego wydania Marketing Management, czyli łączenie teorii z praktyką managerską.

Spis treści

Preface 

Pt. I Understanding Marketing Management

1 Defining Marketing for the Twenty-First Century
2 Adapting Marketing to the New Economy
3 Building Customer Satisfaction, Value, and Retention

Pt. II Analyzing Marketing Opportunities

4 Winning Markets Through Strategic Planning, Implementation, and Control
5 Understanding Markets, Market Demand, and the Marketing Environment
6 Analyzing Consumer Markets and Buyer Behavior
7 Analyzing Business Markets and Buyer Behavior
8 Dealing with the Competition
9 Identifying Market Segments and Selecting Target Markets

Pt. III Making Marketing Decisions
 
10 Developing, Positioning, and Differentiating Products Through the Life Cycle
11 Setting Product and Brand Strategy
12 Designing and Managing Services
13 Designing Pricing Strategies and Programs
 
Pt. IV Managing and Delivering Marketing Programs

14 Designing and Managing Value Networks and Marketing Channels
15 Managing Retailing, Wholesaling, and Market Logistics
16 Designing and Managing Integrated Marketing Communications
17 Managing the Sales Force
 
Glossary
Index

Stan

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O książce

Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.

Spis treści

1 What is advertising today? 4
2 The evolution of advertising 28
3 The economic, social, and regulatory aspects of advertising 54
4 The scope of advertising : from local to global 96
5 Marketing and consumer behavior : the foundations of advertising 136
6 Market segmentation and the marketing mix : determinants of advertising strategy 168
7 Research : gathering information for advertising planning 204
8 Marketing and advertising planning : top-down, bottom-up, and IMC 232
9 Planning media strategy : finding links to the market 266
10 Relationship building : direct marketing, personal selling, and sales promotion 304
11 Relationship building : public relations, sponsorship, and corporate advertising 336
12 Creative strategy and the creative process 370
13 Creative execution : art and copy 404
14 Producing ads for print, electronic, and digital media 438
15 Using print media 484
16 Using electronic media : television and radio 514
17 Using digital interactive media and direct mail 544
18 Using out-of-home, exhibitive, and supplementary media 580
Epilogue : re-positioning a brand : MasterCard's "priceless" campaign 608