Summary Book Review Gonzo Marketing by Christopher Locke:
Download or read book Gonzo Marketing written by Christopher Locke and published by Hachette UK. This book was released on 2009-06-17 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ladies and gentlemen, please return your tray tables to the fully upright and locked position, suspend your disbelief and put on your tinfoil pyramid hats. We are now entering -- [cue lights, cue music] the Brand Dimension! Gonzo Marketing is a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet -- and where the outdated ideals of mass marketing and broadcast media are being left in the dust. As master of ceremonies at the wake for traditional one-size-fits-all marketing, Locke has assembled a unique guest list, from Geoffrey Chaucer to Hunter S. Thompson, to guide us through the revolution that is rocking business today, as people connect on the Web to form powerful micromarkets. These networked communities, based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness, reflect much deeper trends in our culture, which Locke illuminates with his characteristic wit. Just as gonzo journalism arose in response to "objective" news standards that claimed to foster fairness but in practice discouraged writers from speaking their minds in their own voices, so too does gonzo marketing call for a similar response to assumptions about consumer behavior that no longer relate to how people actually live their lives. Gonzo Marketing is not yet-another nostrum for hoodwinking the unwary. It's about market advocacy. It describes how "the artist formerly known as advertising" must do a 180. It's about transforming the marketing message from "we want your money" to "we share your interests." It's about tapping into, listening to, and even forming alliances with emerging on-line markets, who probably know more about your company than you do. It's a hip-hop cover of boring old best practices played backwards. The paradox is that companies that support and promote these communities can have everything they've always wanted: greater market share, customer loyalty, brand equity. Irreverent, penetrating, profoundly simple, and on-the-money, Gonzo Marketing is the raucous wake-up that no one interested in any aspect of twenty-first century business-from the trading floor right up to the boardroom-can afford to ignore.
Summary Book Review Stop Listening to the Customer by Adam Ferrier:
Download or read book Stop Listening to the Customer written by Adam Ferrier and published by John Wiley & Sons. This book was released on 2020-01-17 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The customer is not always right. Far from it. What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it. This book will show you how to build a strong brand or business.
Summary Book Review Diversity in Intellectual Property by Irene Calboli:
Download or read book Diversity in Intellectual Property written by Irene Calboli and published by Cambridge University Press. This book was released on 2015-05-28 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This book aims to create an interface between intellectual property and diversity - including cultural, biological, religious, racial, and gender-based diversity. While acknowledging that the historical rationale for intellectual property protection is based on theories of utilitarian incentives and property rights, the authors of this volume assert that the current intellectual property framework is not incompatible with including diversity as part of its objectives. Through its various themes, this book delves into the debate of whether such inclusion can be made possible and how intellectual property norms could be effectively used to protect and promote diversity. In this volume, leading scholars address ongoing regional, national, and international debates within the contexts of diversity, the existing legal framework, and the broader political and economic climate. The authors tackle such wide-ranging topics as the prohibition against trademarking slurs and concepts of intellectual property in ancient Indian texts.
Summary Book Review World Wide Web Marketing by Jim Sterne:
Download or read book World Wide Web Marketing written by Jim Sterne and published by John Wiley & Sons. This book was released on 2002-04-08 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including: Interactivity Affiliate marketing Using B2B technology to sell through resellers Wireless marketing eMetrics, or how to measure online marketing strategies Data mining techniques
Summary Book Review The Future of Marketing by P. Kitchen:
Download or read book The Future of Marketing written by P. Kitchen and published by Springer. This book was released on 2003-02-04 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.
Summary Book Review Kellogg on Integrated Marketing by Dawn Iacobucci:
Download or read book Kellogg on Integrated Marketing written by Dawn Iacobucci and published by John Wiley & Sons. This book was released on 2002-11-12 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from: - Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang
Summary Book Review Branding Unbound by Rick MathiesonR:
Download or read book Branding Unbound written by Rick MathiesonR and published by AMACOM. This book was released on 2005-08-19 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you’re in marketing, advertising, or branding, consider this: While it used to take three television spots for a product to register with its intended audience, it can now take as many as seventy. Are people simply tuning out marketing messages? No. They’re simply choosing which messages to tune in. Thanks to wireless technology, customers now have the luxury of responding (or not responding) to advertising when, where, and however they like. Leading companies such as Wal-Mart, McDonald’s, Starbucks, Kellogg’s, NBC, MTV, Procter & Gamble, DaimlerChrysler, and others are already reaching millions of customers, one at a time, wirelessly. The technology gives these companies an unprecedented view of buying patterns and the ability to identify and market specifically to the most likely customers. In Branding Unbound, author Rick Mathieson reveals how your business can emulate some of the most powerful and successful branding strategies in the world. In addition, Mathieson has conducted exclusive, insightful Q&As with some of the modern legends of cutting-edge marketing and business: * Seth Godin, author of Permission Marketing, Unleashing the Idea Virus, and Purple Cow, discusses permission marketing in a wireless landscape. * Tom Peters, ""the father of the postmodern corporation"" and author of The Brand You 50 and In Search of Excellence, offers the Peters Principles for the wireless era. * Don Peppers, world-renowned marketing thought leader and author of Enterprise One-to-One, talks about how mobility will alter the brand experience. * Christopher Locke, author of The Cluetrain Manifesto and Gonzo Marketing, presents a ""Cluetrain Manifesto"" for the Mobile Age. * Chet Huber, President of OnStar, describes how the demand for in-vehicle services and information will change drivers’ relationships with their vehicles. * Gary Hamel, Chairman of Strategos and author of Leading the Revolution and Competing for the Future, discusses the first priority of the wireless age: strategic transformation. * Howard Rheingold, author of Smart Mobs and The Virtual Community, champions the new ""self-organized entertainment"" of ""flash mobs."" Branding Unbound also offers a jargon-free look at current and emerging wireless technologies, examines the impact of social networking on mBranding strategy, and reveals the Top Ten Secrets of Successful Mobile Advertising. In the wireless marketing era, your brand can enjoy whole new levels of differentiation and customer recognition, while consumers benefit from on-the-spot convenience and a message individually tailored to their needs. Branding Unbound shows just how to harness the virtually limitless power of this amazing convergence of advanced technology and progressive business strategy to create the truly remarkable experience that will keep customers’ attention and win their loyalty.
Summary Book Review Growth Hacker Marketing by Ryan Holiday:
Download or read book Growth Hacker Marketing written by Ryan Holiday and published by Penguin. This book was released on 2014-09-30 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: A primer on the future of PR, marketing and advertising — now revised and updated with new case studies "Forget everything you thought you knew about marketing and read this book. And then make everyone you work with read it, too." —Jason Harris, CEO of Mekanism Megabrands like Dropbox, Instagram, Snapchat, and Airbnb were barely a blip on the radar years ago, but now they're worth billions—with hardly a dime spent on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they relied on growth hacking to reach users and build their businesses. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions. Bestselling author Ryan Holiday, the acclaimed marketing guru for many successful brands, authors, and musicians, explains the new rules in a book that has become a marketing classic in Silicon Valley and around the world. This new edition is updated with cutting-edge case studies of startups, brands, and small businesses. Growth Hacker Marketing is the go-to playbook for any company or entrepreneur looking to build and grow.
Summary Book Review The Hidden History of Coined Words by Ralph Keyes:
Download or read book The Hidden History of Coined Words written by Ralph Keyes and published by Oxford University Press. This book was released on 2021-02-19 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Successful word-coinages--those that stay in currency for a good long time--tend to conceal their beginnings. We take them at face value and rarely when and where they were first minted. Engaging, illuminating, and authoritative, Ralph Keyes's The Hidden History of Coined Words explores the etymological underworld of terms and expressions and uncovers plenty of hidden gems. He also finds some fascinating patterns, such as that successful neologisms are as likely to be created by chance as by design. A remarkable number of new words were coined whimsically, originally intended to troll or taunt. Knickers, for example, resulted from a hoax; big bang from an insult. Casual wisecracking produced software, crowdsource, and blog. More than a few resulted from happy accidents, such as typos, mistranslations, and mishearing (bigly and buttonhole), or from being taken entirely out of context (robotics). Neologizers (a Thomas Jefferson coinage) include not just scholars and writers but cartoonists, columnists, children's book authors. Wimp originated with a book series, as did goop, and nerd from a book by Dr. Seuss. Coinages are often contested, controversy swirling around such terms as gonzo, mojo, and booty call. Keyes considers all contenders, while also leading us through the fray between new word partisans, and those who resist them strenuously. He concludes with advice about how to make your own successful coinage. The Hidden History of Coined Words will appeal not just to word mavens but history buffs, trivia contesters, and anyone who loves the immersive power of language.
Download or read book Open Tourism written by Roman Egger and published by Springer. This book was released on 2016-03-02 with total page 476 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the concepts of open innovation, crowdsourcing and co-creation from a holistic point of view and analyzes them considering their suitability to the tourism industry. Methods, theories and models are discussed and examined regarding their practical applicability in tourism. The book illustrates the theoretical mechanisms and principles of Open Innovation, Crowdsourcing and Co-creation with case studies and best practices examples. In addition to the scientific target group, the book is a useful resource for managers of the entire tourism industry. First, the book presents the theoretical fundamentals and concepts in 11 specific chapters. This basis is then enriched by three parts with case studies, focusing on information, creation and provision respectively. Finally in a concluding part the editors sum up the book and give an outlook on the implications, learnings and future perspectives of open innovation, crowdsourcing and collaborative consumption in the tourism industry.
Summary Book Review The Mobile Audience by Martin Rieser:
Download or read book The Mobile Audience written by Martin Rieser and published by Rodopi. This book was released on 2011 with total page 500 pages. Available in PDF, EPUB and Kindle. Book excerpt: The convergence of mobile technologies and ubiquitous computing is creating a world where information-rich environments may be mapped directly onto urban topologies. This book tracks the history and genesis of locative and wearable media and the ground-breaking work of pioneer artists in the field. It examines changing concepts of space and place for a wide range of traditional disciplines ranging from Anthropology, Sociology, Fine Art and Architecture to Cultural and Media Studies, Fashion and Graphic design. Mobile and Pervasive media are beginning to proliferate in the landscape of computer mediated interaction in public space through the emergence of smartphone technologies such as the iPhone, cloud computing extended wifi services and the semantic web in cities. These dispersed forms of interaction raise a whole series of questions on the nature of narrative and communication, particularly in relation to an audience’s new modes of mobile participation and reception. These issues are explored through a series of focused essays by leading theorists, seminal case studies and practitioner interviews with artists at the cutting edge of these technologies, who are extending the potential of the medium to enhance and critique technological culture. By emphasizing the role of the audience in this nomadic environment, the collection traces the history and development of ‘ambulant’ artistic practice in this new domain, creating an essential handbook for those wishing to understand the dominant global technology of the 21st Century and its implications for Art, Culture and Audience.
Summary Book Review The Capstone Encyclopaedia of Business by Capstone:
Download or read book The Capstone Encyclopaedia of Business written by Capstone and published by John Wiley & Sons. This book was released on 2013-10-22 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: The business world has changed beyond all recognition in recent years. New skills, insights, tools, technologies and best practice have emerged. The Capstone Encyclopaedia of Business brings all of this progress together, distilling the facts and essential information into one single volume. It represents the most up-to-date, authoritative and accessible guide to the modern business world available, providing a gateway to the state of the art in marketing, finance, strategy, leadership, people management and beyond. The Capstone Encyclopaedia of Business is organized alphabetically into over 1,000 entries covering the whole spectrum of business and management including: business terms - concepts - thinkers - practitioners organizations - brands - companies Each entry provides a sharp, incisive overview of the subject and, crucially, points to how the ideas can be put into practice. The Capstone Encyclopaedia of Business makes sense of the new world of business, embracing the best of the new and the most robust of the old. The first one-volume, accessibly-priced reference book for business in years. Kicks off this exciting new series and will anchor Capstone as the one stop shop for busy professionals. Key title in large promotion including web site and extract mailings. Internationally-recognized editorial board. Annual updates will occur making this a classic key title to keep on the shelves.
Download or read book Hot Text written by Jonathan Price and published by New Riders. This book was released on 2002 with total page 526 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attention, Web writers! This book will show you how to craft prose that grabs your guests' attention, changes their attitudes, and convinces them to act. You'll learn how to make your style fast, tight, and scannable. You'll cook up links that people love to click, menus that mean something, and pages of text that search engines rank high. You'll learn how to write great Web help, FAQs, responses to customers, marketing copy, press releases, news articles, e-mail newsletters, Webzine raves, or your own Web resume. Case studies show real-life examples you can follow. No matter what you write on the Web, you'll see how to personalize, build communities, and burst out of the conventional with your own honest style.
Summary Book Review Pop Idols and Pirates by Charles Fairchild:
Download or read book Pop Idols and Pirates written by Charles Fairchild and published by Routledge. This book was released on 2016-04-22 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: The music industry has been waging some very significant battles in recent years, reacting to numerous inter-related crises provoked by globalization, digitalization and the ever more extensive commercialization of public culture. These struggles are viewed by many as central to the survival of the central mediators in the consumption of popular music. These battles are not just against piracy and the sharing of digital song files on the internet. The music industry is also struggling to find ways to compete or integrate with many other forms of entertainment, including films, television programmes, mobile phones, DVDs and video games in an extremely crowded communications environment. The battles currently being fought by the music industry are about nothing less than its continued ability to create and maintain specific kinds of profitable relationships with consumers. This book presents two inter-related cases of crisis and opportunity: the music industry's epic struggle over piracy and the 'Idol' phenomenon. Both are explicit attempts to control and justify the particular ways in which the music industry makes money from popular music through specific kinds of relationships with consumers. The battles over piracy have been fought with a remarkable collection of campaigns consisting of advice, coercion and argument about what is or is not the best way to consume music. From these complicated and often contradictory campaigns we form an unusually clear picture of what many within the music industry imagine their industry to be. In a complementary way, 'Idol' works to demonstrate the joy and pleasure of consuming popular music the 'right' way. By creating a series of intertwined relationships with consumers around multiple sites of consumption, incorporating television, radio, live performance, traditional print media campaigns, text messaging and all manner of internet-based systems of communication and 'fan management,' the producers of 'Idol' present an ideal relationship between musicians and audiences. Instead of focusing on selling CDs, the music industry's digital Achilles' heel, 'Idol' has given the music industry an integrated platform for displaying its expanded palette of products and venues for consumption. When understood in specific relation to the battle against piracy, Fairchild's analysis of 'Idol' and the emerging promotional cultures of the music industry it exhibits shows how multiple sites of consumption, and attempts to mediate and control the circulation of popular music, are being used to combat the foundational challenges facing the music industry.
Summary Book Review The New Bottom Line by Alan Mitchell:
Download or read book The New Bottom Line written by Alan Mitchell and published by John Wiley & Sons. This book was released on 2004-07-16 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This radical, provocative and inspiring book explores a tectonicshift at the very heart of business. A shift that?s making the oldbottom line of corporate profitability the servant of a new master:a new ?person-centric? bottom line of personal profitability orvalue ?in my life?. So what? No bottom line? No more profit? Of course not! Every organization must cover its costs. Everybusiness has to make a profit to survive. The authors of The NewGlobal Line remarkably show that the necessary requirements fordoing so are changing, and why this transformation ? containingimportant elements of both evolution and revolution ? is under way,how it?s undermining the foundations of once-great businesses andbrands, and how its throwing up huge new opportunities.
Summary Book Review Business by Bloomsbury Publishing:
Download or read book Business written by Bloomsbury Publishing and published by A&C Black. This book was released on 2011-06-06 with total page 1632 pages. Available in PDF, EPUB and Kindle. Book excerpt: An international bestseller, BUSINESS: The Ultimate Resource is a one-stop reference and interactive tool covering all aspects of today's world of work. Unique, authoritative, and wide-ranging, it offers practical and strategic advice for anyone doing business today. Written with a team of world-class writers and editors, it is an essential desk reference for managers, MBA and business students and for small business owners worldwide. Fully updated and revised for this new edition, BUSINESS features: Best Practice: over 170 essays from a stellar cast of business thought leaders including C. K. Prahalad, Gary Hamel and John Kotter Actionlists: practical solutions to everyday business challenges Management Library: time-saving digests of more than 100 of the world's best business books Dictionary: jargon-free definitions of more than 7,000 terms Giants : revised biographies of many of the world's most influential gurus and pioneers
Summary Book Review The Intention Economy by Doc Searls:
Download or read book The Intention Economy written by Doc Searls and published by Harvard Business Press. This book was released on 2012 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Describes an economy driven by consumer intent, where vendors must respond to the actual intentions of customers instead of vying for the attention of many.