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Book
Review
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No
Logo: Taking Aim at the Brand Bullies
Klein Naomi, Palgrave Global Publishing, April 2002
This book is the warning on the label with a bad mood
rising against the corporate brands. Once a poster boy
for the new economy, Bill Gates, according to the author,
has become global whipping boy. Nike’s swoosh -
the marketing success of the nineties – has been
equated with sweatshop labour in this book and, similarly,
teenage MacDonald’s workers are joining the Teamsters.
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incisive and insightful report from the frontlines of
mounting backlash against multinational corporations,
this book explains why some of the most revered brands
ought to be questioned. It uncovers a betrayal of the
central promises of the information age: choice, interactivity,
and increased freedom. And as job security disappears,
the respectful reverence that corporations enjoyed as
engines of the economy, is also dissipating - as is
their protection from worker and citizen rage. As a
cultural analysis, a political manifesto and a journalistic
exposé, No Logo is the first book to put the
new resistance into the pop-historical and clear economic
perspective. Naomi Klein tells a story of rebellion
and self-determination in the face of our “new
branded world.” |
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Business:
The Ultimate Resource
Goleman, Daniel, Perseus Publishing, August 2002
This book is to global commerce what Britannica is to
general knowledge. The most detailed business resource
ever published, this book is a one-stop reference covering
virtually every aspect of the world of business and
aimed at every segment that works. This book will also
be a source of inspiration and insight, with original
essays from more than 150 world-renowned business thinkers,
leaders, academics, and practitioners. |
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With an unprecedented scope (2.5 million words and 2,200
pages), this book covers all significant intellectual,
practical, and factual areas in the field of management.
A major feature here is an authoritative world almanac
featuring 26 industry sector surveys and profiles of
150 countries and all US states. Lively biographies
of the management thinkers who have shaped the world
as we know it will inform and entertain, while digests
of the 70 most influential business books ever published
are sure to spark debate. |
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Beyond
“E”: 12 Ways Technology Is Transforming Sales
and Marketing
Diorio, Stephen G., McGraw-Hill Professional, November
2001
As the dizzying barrage of new marketing technologies
is leading to confusion, the rule of “hype”
and bad marketing investments and decisions, this book
has been designed to help sales and marketing executives
look beyond current e-business fads to understand the
fundamentals that will distinguish sales and marketing
leaders in the future. The book provides a sketch for
using advances in “technology including but not
limited to the Web” to get more marketing power
for less money. |
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With case studies from leading corporate players such
as IBM, Eastman Chemical, eBay, CitiGroup, GM, Dell
and many others, the author explains how sales and marketing
leaders can: a) Identify where technology can help them
grow their businesses faster and get more mileage out
of their sales and marketing dollars; b) Develop an
action plan to take action today and create competitive
advantage tomorrow; c) Anticipate the dramatic changes
technology will bring to traditional marketing operations,
marketing channels and customers in the coming decade. |
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Marketing
Management
Kotler, Philip, Prentice Hall, June 2002
This best-selling book highlights the most recent trends
and developments in global marketing with its spotlight
on the importance of teamwork between marketing and
all the other functions of the business. It introduces
new perspectives in successful strategic market planning
and presents additional examples of creative, market-focused
and customer-driven action in organisations. |
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Coverage includes an emphasis on customer relationship
management, partner relationship management, the Internet
and its effects and uses, brand building and brand asset
management, alternative go-to-market channels, and marketing
around the globe.The author in this book discusses building
customer satisfaction, market-oriented strategic planning,
analysing consumer markets and buyer behavior, dealing
with the competition, designing pricing strategies and
programs, and managing the sales force for marketing
managers who want to increase their understanding of
the major issues of strategic, tactical, and administrative
marketing along with the opportunities and needs of
the marketplace in the years ahead. |
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