This well-written book will help you understand what "branding" really is (hint: it is more than a new logo) and what you need to do to stand out in today's marketplace. The Immutable Laws will assist you in applying brand thinking and the brand process to your own context. Be sure to get the latest version: it includes The 11 Immutable Laws of Internet Branding. If you like it, you may also want to check out these books by the same authors: The 22 Immutable Laws of Marketing, The Fall of Advertising, and the Rise of PR, and Positioning: The Battle for Your Mind, 20th Anniversary Ed. (by Al Ries and Jack Trout).
Free yourself and others of boring PowerPoints filled with bullet points. Atkinson helps you create story-driven PowerPoints that will engage even the toughest audience. A helpful companion website is also available (www.sociablemedia.com).
Engaging and challenging, Twitchell examines religion, academia, and art and how they are influenced by our culture's commercialism. The author is a professor, so some readers may find parts of the book academic—but it is well worth the read. Twitchell doesn't say nonprofits shouldn't market themselves, but he outlines the consequences of non-profits borrowing for-profit branding techniques.
According to the author, "This book updates and further develops the concept of Emotional Branding explored in my first book, Emotional Branding: The New Paradigm for Connecting Brands to People." Citizen Brand refers to a renewed status of brand, a brand that strives to acquire and maintain a long-term emotional relationship with people, the surrounding community and society.
Sheth and Sobel distinguish between expert for hire, steady supplier, and extraordinary adviser on the professional services continuum. The authors have identified seven attributes that great professionals successfully develop and integrate to achieve a breakthrough relationship with a client. Those attributes include: selfless independence (meeting clients' needs while preserving integrity), empathy, knowledge depth and breadth, synthesis, judgment, integrity and conviction.
Mathews and Wacker define deviance as "something or someone operating in a defined measure away from the norm." They explore the process that takes fringe ideas (i.e. jazz, holistic medicine, and personal computing) into mass markets. This book has been called an "intriguing book" with "a fun mix of business savvy and social commentary that will surely appeal to the Fast Company crowd."
If you want to get your creative muscles in shape, pick up this book. It contains exercises that will help you think creatively and in new ways. Readers need not be in the entertainment industry to appreciate and apply The Imagineering Workout.
The author gives you the tools to strategically build your narrative. But don't expect a simple "how to" book. Denning's philosophical viewpoints and theories are woven into the chapters. You'll find tips on how to communicate purposefully using storytelling methods for different occasions.
Kotler, one of the most renowned figures in the world of marketing, presents his new rules and themes for business leaders and marketing professionals. This work shows how the modern business market has changed the basic concepts of marketing and how leaders and promoters must adapt in order to maintain a competitive edge as they move into the future. Ultimately this book comes to settle on the concept that future marketing campaigns will be company-wide initiatives instead of the work of a single department. Dealing with branding to technology, ethics to recession marketing, readers will find Kotler comprehensive and fundamentally future-oriented.
This best seller highlights the most pertinent themes and developments in the world of marketing over the past few years. The main emphasis of this work is the comprehensive integration of marketing with other facets of an organization. This holistic perspective is supported by exemplary case studies and helpful discussions of relationship management, technology and branding. Marketing Management is a valuable resource for those needing to understand the strategy, tactics and inner-workings of marketing developments in the years to come.
The classic from David Ogilvy, a legend in the ad world, still warrants attention today. The book's focus is the importance of research, professional discipline, and results. Ogilvy's hard and fast rules of advertising have stood the test of time, making this an essential text book for those who have a product, service or cause to promote.
This popular text, in its 12th edition, maintains its focus on the four major themes of marketing: Profitable customer relationships, creating brand equity, new marketing technologies, and social responsibility. Updated, improved and further streamlined with each edition, Principles of Marketing reveals the contemporary turmoil and excitement of the marketing professional, providing tips, trends and strategies to help bring its readers safely to the other side of the seeming chaos. An invaluable tool for anyone in marketing and sales, regardless of position or industry.
The sub-title summarizes this book well: How to Promote Your Product, Company, or Ideas—and Make a Difference—Using Everyday Evangelism. Guy Kawasaki defines "evangelism" as "convincing people to believe in your product or idea as much as you do." This clearly secular book is much more compatible with those of us who feel smarmy using old-fashioned sales techniques with donors and ministry constituents. He contrasts "evangelism" to the "closing the deal" concept (in favor of evangelism). Selling the Dream is a handbook and workbook filled with real-life examples of what works best and what doesn't work at all.
Named one of the ten best business and management books of all time, Selling the Invisible: A Field Guide to Modern Marketing examines how markets work and how prospects for services think (which is different from potential buyers of products). This book contains a wealth of strategies. Also by the author: The Invisible Touch and What Clients Love.
If you need a break from academic and weighty analyses of marketing, pick up this Godin book. Humorous and insightful, this resource will make you laugh out loud and think outside of the box. Arranged alphabetically, it is a collection of the author's "riffs, rants, and remarkable business ideas." In addition to this title, put on your "to read" list these other books by Seth Godin: The Purple Cow, The Big Moo, and Permission Marketing.
(Cram101 Textbook Outlines - Textbook NOT Included) (Paperback)
Alan Andreasen and Philip Kotler (2002)
This work makes great use of the most relevant and timely information in advertising and marketing strategies, transposing them for the nonprofit organization. Andreasen and Kotler cover the entire marketing process—forming a comprehensive, yet practical base for nonprofit marketing and offering valuable tips and strategies along the way.
This interesting and quick read is a must for marketing, public relations, or communication professionals. The author cites different types of epidemics (diseases, fashion trends, popular TV shows, worthy causes …) and points to "infected" people who are behind the spread of the virus or idea. Gladwell's communications theory includes the transmission of ideas from mavens (information specialists) to connectors (the social glue) to salesmen (a type of person, not profession) and then to the public. This book can equip you to identify people in and outside of your network who can help you spread the word about your organization.
