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BOOK
REVIEW
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Behind Powerful Brands |
| Jones,
John Philip, 2000, Tata McGraw-Hill, |
| Marketers
face a major problem when their expenditure on advertising and
other brand-building activities does not work. How many brands
have survived in the market and how many of them have top-of-the-mind
recall? Only those brands have survived that have managed to
continually innovate and improve their offering. In this book,
the author charts the various actions to be taken at each step,
from planning strategies to campaigning, and offers an in-depth
understanding of the market, the brand and consumers. Written
with meticulous observation and analysis, the book pays special
attention to Indian brands. |
Analysis Of Customer Satisfaction Data |
| Allen,
Derek R., Rao. Tanniru R., 2000, ASQ Quality press,
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| In this
new era, customer satisfaction is being stressed like never
before and extra care is being taken to retain customers, an
aspect that is leading to companies specializing in handling
customer care. The authors have taken a statistical stand to
prove many points that otherwise would not have been possible
without validation. They delve deep into what goes into a customer
satisfaction survey and propose analytical tools to handle this
sensitive issue. Interwoven with case studies and examples,
the book also looks into the new-sigma quality approach that
is spreading among the business community. |
One Billion Shoppers |
| Crabbe,
Matthew and French, Paul, 1999, Nicholas Brealey Publishing,
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| Asia is
a unique continent with diverse cultures and dialects. And it
is not easy to demystify Asian consumers. In this book, the
author observes that in spite of the diversity there is a common
link in consumer patterns across all products. The buying culture
of the continent is fast changing with emerging markets and
a high-potential, high-density middle-class population. The
scenario is also changing colour drastically with the emergence
of Asian women as decision-makers. This new culture has paved
the way for a retailing industry that is growing at a tremendous
pace. And the sellers are using this transition to the hilt. |
Luxury Fever |
| Frank,
Robert H., 1999, The Free Press, |
| This book
focuses on the fall-out of the needless spending spree and tries
to propose remedial action. It gives an insightful orientation
into the connotations of inequality between the haves and the
have-nots. US society, the author says, is gripped by the fever
of ostentation, where the super-rich set the pace that others
tend to follow, “furiously in a competitive echo of wastefulness”.
He suggests that our spending spree is not really making us
as happy as we think they are. The book deflates the ‘If
you’ve got it flaunt it’ mantra, and, while it focuses
on American society, its message has a universal relevance.
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Branding In Asia |
| Wiley,
John & sons, 2000, Nicholas Brealey, |
Every successful
brand that has been created takes time to evolve and then support
the core philosophy that it portrays. Branding has become a
very important tool for communicating with people about products
as well as services. Thus it has become an integral feature
of everyday life. Citing 20 cases that have evolved in Asia
or have had a distinguished positioning in the region, the author
provides tips on building a strong brand image that holds on
to a unique and sustainable competitive advantage.life. Citing
20 cases that have evolved in Asia or have had a distinguished
positioning in the region, the author provides tips on building
a strong brand image that holds on to a unique and sustainable
competitive advantage.
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