This book makes you street-smart, with only a bit of academia! Two dinosaurs of marketing describe their careers in automotive, food, household goods, jewellery, cosmetics and TV Home Shopping. They give useful advice for young professionals how the business world works in stories from the marketing and sales frontier and in textbook chapters.

A roadmap and best practices that allow firms to leverage existing assets and pinpoint areas where new capabilities must be developed.Useful, clear-eyed framework: Gupta has an HBS- and real-world-tested framework to help readers know where to begin.Freshly told stories that illustrate real business dilemmas: Gupta uses stories of well-known companies told with a new twist to bring home his point while also using lesser known examples to keep things fresh....

Surprising rules for successful monetizationInnovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive. But successful innovation—measured in dollars and cents—is a very hard target to hit.Companies obsess over being creative and innovative and spend significant time and expense in designing and building products, yet struggle to monetize them: 72% of innovations fail to meet their financial targets—or fa...

The book that completes Positioning . . .Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode.Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded...

Indispensable summaries of the best marketing books of our timeSince 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Focused, insightful, and practical, Soundview’s summaries have been acclaimed as the definitive selection service for the sophisticated business book reader.Now Soundview is bringing together summaries of seventeen essential marketing classics in a single ...

For the past forty years, Richard Koch has worked to uncover simple and elegant principles which govern business success. To qualify, a principle must be so overwhelmingly powerful that anyone can reliably apply it to generate extraordinary results.Working with venture capitalist Greg Lockwood and supported by specially commissioned research from OC&C Strategy Consultants, Koch has now found one elemental principle that unites extraordinarily valuable companies: simplifying. Some f...

Brand management just got easierSuccessful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded people: customers, employees, suppliers and investors. Successful brand management clearly differentiates organizations, products and services from their competitors and inspires advocacy from all stakeholders.Buildi...

A breakthrough for business owners and entrepreneurs of small to large businesses and companies looking to achieve more success.Whether you are a young company that's just starting out or a mature business looking to grow, business entrepreneur Bob Pritchett gives hands-on advice and practical examples that are a must-listen for every manager, business owner, and entrepreneur.You will not find Thirteen Incontrovertible Laws of Excellence. You won't find mot...

Hello, I am your customer. Do you see the world like I do? It's simple really. Start with me and everything else follows. Together we can do extraordinary things. Are you ready?10 building blocks, 30 practical tools, 50 inspirational stories. From Amazon to Banyan Tree, Quintessentially to Zipcars, explore 50 of the world's leading customer businesses. The rise of Air Asia, and the collaboration of Boeing; the segmented focus of Club Med, and the customer vision of...

Are you missing opportunities for growth that are right in front of you?In today’s volatile economic environment, filled with uncertainty and sudden change, the forces pushing you to stay focused on the core business are extremely powerful. Profiting from the core is crucial, but the danger is that overfocus on the core can blind companies. Scanning the horizon for new markets and new products can also be tempting, but risky. Fixating too much on either strategy ca...

Proven strategies that make sure your marketing message stands out from the restThe average American is exposed to as many as 5,000 marketing messages per day, so it’s more important than ever to create the most effective marketing and advertising campaigns as possible.Manager’s Guide to Marketing, Advertising, and Publicity explainsThe 14 principles of marketing communications strategyCommon marketing mistakes to avoid...

"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David AakerFrom branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it tak...