New Titles

New Titles

 
Brains on Fire Phillips, Robbin | Cordell, Greg | Church, Geno | Jones, Spike John Wiley & Sons, Inc. , 2011 Marketing

In Brains on Fire, Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones relate how their marketing agency has de-emphasized the use of campaigns and instead fosters the growth of word-of-mouth...

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Brand Advocates Fuggetta, Rob John Wiley & Sons, Inc. , 2012 Marketing

In Brand Advocates, Rob Fuggetta explains that companies have a powerful yet underutilized marketing weapon that is ten times more effective than other marketing methods: the advocacy of their most...

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Brand Breakout Kumar, Nirmalya | Steenkamp, Jan-Benedict E.M. Palgrave Macmillan , 2013 Global Business

Over the coming decades, emerging economies such as China, India, and Brazil will be the center of much of the world’s economic growth. These countries are home to a multitude of businesses, many of which are currently...

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Brand Relevance Aaker, David A. 2011 Marketing

In today’s global market, rapidly changing competitive conditions are a way of life for companies. One way that businesses can win in this environment is through brand relevance. In  Brand Relevance...

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Brand Rewired Chasser, Anne H. | Wolfe, Jennifer C. John Wiley & Sons, Inc. , 2010 Marketing

Intellectual property is the sum of the distinct components that make up a brand and the brand’s campaign. These components include the product or service’s name, logo, slogan, script of the commercial, music that...

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Brand Turnaround Post, Karen McGraw-Hill Professional Publishing , 2012 Marketing

Every brand wants to be the first one people think of when it is time to purchase a new product or service. Brands also want to make profits, get votes, or achieve other benchmarks of success while also being preferred...

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BrandDigital. Adamson, Allen P. Palgrave Macmillan , 2009 Marketing, Technology

In BrandDigital, Allen P. Adamson sets out to discover how the digital world is influencing the way brands are built and managed. Drawing on interviews with nearly 100 professionals in the fields of...

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Branded! Brennan, Bernie | Schafer, Lori John Wiley & Sons, Inc. , 2010 Marketing, Technology

Customers have become technology savvy—blogging about products, instantly comparing prices, becoming fans on Facebook, and posting videos on YouTube. Retailers need to listen to what is being said about their products...

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Brave Dragons Yardley, Jim Alfred A. Knopf , 2012 Leadership, Teams

In Brave Dragons, New York Times foreign correspondent Jim Yardley profiles the 2008-2009 season of an underdog Chinese basketball team, the Shanxi Brave Dragons, whose owner made the radical decision...

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Breaking Out Butman, John Harvard Business School Publishing Corporation , 2013 Communication, Relationships

A “sudden appearance” on the cultural scene is never really sudden. Idea entrepreneurs have typically spent years accumulating information on personal fascinations that they wish to eventually share with the world....

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