|
Book
Review
________________________________________________________
 |
Free
Prize Inside! : The Next Big Marketing Idea,
|
Seth Godin, Penguin USA, May 2004
Seth Godin is back with practical advice on
how to put Purple Cow thinking to work inside
your organization (big or small, profit or non-profit)
to make something happen. The Next Big Marketing
Idea is a proven strategy for making your products
or services so remarkable that they practically
sell themselves. Purple Cow taught marketers
the value of standing out from the herd, which
is how companies like Krispy Kreme and JetBlue
made it big. It’s a fun guide to doing
innovative marketing that really works when
the traditional approaches have all stopped
working. Thirty years ago, the best way to sell
something was to advertise it on television.
But today’s consumers are cynical, and
your product or service had better be more than
just hype and clever advertising. Even better,
it ought to come with a market-changing innovation-a
free prize inside. |
 |
Managing
Customer Relationships: A Strategic Framework,
|
Don Peppers and Martha Rogers, Wiley, John &
Sons, Incorporated, March 2004
Presenting a comprehensive framework for CRM,
the book provides CEOs, CFOs, CIOs, CMOs, privacy
officers, human resources managers, marketing
executives, sales teams, distribution managers,
professors, and students with a logical overview
of the background, the methodology, and the
particulars of managing customer relationships
for competitive advantage. The authors incorporate
many of the principles of individualised customer
relationships that they are best known for,
including a complete overview of the background
and history of the subject, relationship theory,
IDIC (Identify-Differentiate-Interact-Customize)
methodology, metrics, data management, customer
management, company organization, channel issues,
and the “store of the future”. . |
 |
The
Origin of Brands: Discover the Natural Laws
of Product Innovation and Business Survival,
|
Al Ries,
Laura Ries, HarperCollins Publishers, May 2004
In their exciting new book, the Rieses take
Darwin’s revolutionary idea of evolution
and apply it to the branding process. What results
is a new and strikingly effective strategy for
creating innovative products, building a successful
brand, and, in turn, achieving business success.
Here, the Rieses explain how changing conditions
in the marketplace create endless opportunities
to build new brands and accumulate riches. But
these opportunities cannot be found where most
people and most companies look. That is, in
the convergence of existing categories like
television and the computer, the cell phone
and the Internet. Instead, opportunity lies
in the opposite direction — in divergence. |
 |
Rising
Tide: Lessons from 165 Years of Brand Building
at Procter and Gamble, ,
|
TDavis
Dyer, Frederick Dalzell, Rowena Olegario, Harvard
Business School Publishing, July 2004
Rising Tide chronicles P&G’s extraordinary
165-year climb from a small, family-operated
soap and candle company to a global brand powerhouse.
The authors were granted unprecedented access
to P&G’s corporate archives and exclusive
interviews with key executives and employees.
They describe the introduction and evolution
of such household brands as Ivory, Tide, Crest,
and Pampers, and recount insightful lessons
about product innovation, CRM, global expansion,
business reinvention, and brand building. Rising
Tide is a fascinating journey through business
history and material culture from colonial times
to the Information Age. |
|
Magazines
