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O książce

In Free Prize Insule, Seth Godin is back with practical advice on how to put Purple Cow thinking to work inside your organization (big or small, profit or non) to MAKE SOMETHING HAPPEN. The next big marketing idea is a proven strategy for making your products or services so remarkable that they practically sell themselves.

Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies?

Free Prize Inside delivers those answers and much more. It's a fun guide to doing innovative marketing that really works when the traditional approaches have all stopped working. Thirty years ago, the best way to sell something was to advertise it on television. But today's consumers are cynical, and your product or service had better be more than just hype and clever advertising. Even better, it ought to come with a market-changing innovation—a free prize inside.

You don't have to spend a fortune to create something cool that virtually sells itself. Think of simple but powerful innovations like the Tupperware party, Flintstones vitamins, G.I. Joe (a doll just for boys), Lucille Roberts (a gym just for women), and frequent flier miles. Free Prize Inside will teach you how to create those kinds of blockbusters at your own company without a bunch of MBA-brainwashed marketers. You don't have to be a genius—you just need curiosity, initiative, and a strategy for overcoming resistance when you champion your idea.

We're all marketers now, no matter what our job titles. With Godin's help, we can find the free prize that will transform our companies.

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O książce

Ksiażka, zwana również "biblią społecznych metod badawczych", to przejrzyste wprowadzenie w dziedzinę badań społecznych. Podkreślając znaczenie procesu badawczego, autor pokazuje jak praktycy projektują narzędzia badawcze. Babbie prezentuje szerokie spektrum tych narzędzi, określając ich zalety i wady oraz najlepsze sposoby wykorzystania. Autro wyjaśnia także sposoby analizy uzyskanych w badaniach danych ilościowych i jakościowych.

Książka polecana studentom, osobom zajmującym się badaniami oraz tym, którzy wykorzystują i interpretują wyniki badań społecznych w pracy.

Spis treści

Holographic Overview.

PART 1: AN INTRODUCTION TO INQUIRY.

1. Human Inquiry and Science.
2. Paradigms, Theory, and Social Research.
3. The Idea of Causation in Social Research.

PART 2: THE STRUCTURE OF INQUIRY.

4. Research Design.
5. Conceptualization, Operationalization, and Measurement.
6. Indexes, Scales, and Typologies.
7. The Logic of Sampling.
8. Experiment.

PART 3: MODES OF OBSERVATION.

9. Survey Research.
10. Qualitative Field Research.
11. Unobtrusive Research.
12. Evaluation Research.

PART 4: ANALYSIS OF DATA.

13. Qualitative Data Analyses.
14. Quantifying Data.
15. Elementary Qualitative Analyses.
16. The Elaboration Model.
17. Social Statistics.

PART 5: THE SOCIAL CONTEXT OF RESEARCH.

18. The Ethics and Politics of Social Research.
19. The Uses of Social Research.

APPENDIXES.

A: Using the Library.
B: Social Research in Cyberspace.
C: The Research Report.
D: GSS Household Enumeration Questionnaire.
E: Random Numbers.
F: Distribution of Chi Square.
G: Normal Curve Areas.
H: Estimated Sampling Error.
I: A Learner's Guide to SPSS.
J: Twenty Questions a Journalist Should Ask about Poll Results.

BIOGRAPHY.
GLOSSARY.
INDEX.

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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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Spis treści

Introduction 1
City Kid 19
The Making of an Economist 38
Economics Meets Politics 54
Private Citizen 77
Black Monday 100
The Fall of the Wall 123
A Democrat's Agenda 142
Irrational Exuberance 164
Millennium Fever 182
Downturn 206
The Nation Challenged 226
The Universals of Economic Growth 249
The Modes of Capitalism 267
The Choices That Await China 294
The Tigers and the Elephant 311
Russia's Sharp Elbows 323
Latin America and Populism 334
Current Accounts and Debt 346
Globalization and Regulation 363
The "Conundrum" 377
Education and Income Inequality 392
The World Retires. But Can It Afford To? 409
Corporate Governance 423
The Long-Term Energy Squeeze 437
The Delphic Future 464
Epilogue 507
Acknowledgments 533
A Note on Sources 537
Bibliography 541
Index 545

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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.