Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns.From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner.The second edition builds on core strategies with the newest digital opportunities, adding activities using...

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the ma...

Kayaking next to open water swimmers, elite and novice, has given Beth Barnes a chance to blend two lifelong passions into one explosive one. Helping others fulfill a dream and being on the open water is where she feels that she reaches her own full potential. During the 2010-11 Catalina Channel Swim Federation Seasons Beth participated in 20 Catalina Channel swims and various other open water competitions. Now, she shares what she has learned...

Money changes everything!The couples in this collection will do everything they can to find love, even when riches get in the way.The 6-book Inherit Love collection follows six couples' romantic journey to inheritance and love.Inside, you can escape to a tropical paradise or an Irish castle. Read stories of arranged marriages, second chances at love, office romances, enemies to lovers, and even amn...

**"Explores how industry has manipulated our most deep-seated survival instincts."—David Perlmutter, MD, Author, #1 New York Times bestseller, Grain Brain and Brain MakerThe New York Times–bestselling author of Fat Chance reveals the corporate scheme to sell pleasure, driving the international epidemic of addiction, depression, and chronic disease.**While researching the toxic and addictive properties of sugar for his New Yor...

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 ...

A Groundbreaking Pricing Model for the New Business LandscapeWhy would any customer choose Brand X over Brand Y, regardless of price? In a word: Value.When customers feel they are getting good value from your product or service, they are more than happy to pay more—which is good news for you and your business. Even in today’s global market—with its aggressive competitors, low-cost commodities, savvy consumers, and intangible digital offerings—you c...

The new and fully updated and expanded edition of the bestselling security classic.Written by renowned ex-SAS security expert Andrew Kain, this handbook provides the most reliable, authoritative and respected security information on the market. Don’t leave home without it on your smartphone, laptop or ereader!Andrew Kain served in the SAS for 11 years, leaving in 1990 to set up AKE Group, a world leader in the field of risk mitigation. In this fully updated...

Trenchantly on point and bursting with insight, anthropologist Grant McCracken shows American corporations how keeping a finger on the pulse of contemporary cultural trends can change their business practices for the better -- and ahead of the curve.Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn't realize that those kids in baggy jeans represented a whole new -- and lucrative -- market opportunity, one they could have seen com...

An Absolutely No-Fluff guide to Unusual Social Media Marketing StrategiesYou have always wondered how some companies have made it big on social media and if you could do the same??Imagine if you could get your hands on all the behind-the-scene tactics employed by the successful brands..well, you don't have to imagine anymore...here's the answer;Unusually Effective: 25 Unusual yet Effective Social Media Marketing Strategies for Creating a...

This book offers practical advice to ensure you choose the right yacht for your sailing needs and budget. Potential buyers are guided through every stage of the process, from deciding on hull design and accommodation to deck layout and keel shape. There is information on construction materials and help in deciding what sort of craft would best suit your needs, including clever ways to 'try before you buy'. Expert guidance will help you decide whether to buy a new or used yacht, and both bu...

Most mid- to large businesses have to undertake regular customer satisfaction surveys because their quality procedures say so.  This book is designed to help these organisations turn what is seen by many as a 'task' into a very profitable exercise - listening to the feedback from the organisation's most valuable asset - their customers - and then taking action.  The authors have been conducting business-to-business customer satisfaction surveys around the world ...