Editorial Reviews
From Publishers Weekly
Aaker (marketing, Univ. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand [...]
Editorial Reviews
Review
Serban Teodoresco VP Operations, DiverseyLever Consulting, Unilever Group An insightful and powerful new model for establishing clear strategic priorities. Faced with fast wealth migration in their industry and customers with more options than ever, companies will need such models if they want to remain [...]
Editorial Reviews
From Publishers Weekly
With so many businesses flopping in the current economy, Carter Pate, a veteran financial adviser and PricewaterhouseCoopers turnaround expert, and writer Harlan Platt offer counsel to those now teetering on the edge of disaster. The Phoenix Effect: 9 Revitalizing Strategies No Business Can [...]
Review
“…This is not just an eloquent brand management and marketing text but one of the wisest management books in the past five years.” (Independent on Sunday, 20th November 2005)
“…the authors offer an intellectual framework, a fresh focus and a stimulating guide…this book is [...]
Editorial Reviews
What’s a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You’ll learn simple ways to get reliable customer value information–ina form you can use. You’ll discover how to use it to measure marketingeffectiveness, [...]
Editorial Reviews
Review
“This reviewer would have been very glad to have had a book such as this, about value creation in the chemical industry, at the start of his industrial career! In this book, which contains 33 chapters written by over 50 authors, the three editors have succeeded [...]
Editorial Reviews
What’s a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You’ll learn simple ways to get reliable customer value information–ina form you can use. You’ll discover how to use it to measure marketingeffectiveness, [...]
Editorial Reviews
This commonsense guide lets you develop your brand with the same techniques and technologies as the big players—but without all the cost. You’ll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect [...]
Editorial Reviews
Review
“This is essentially a useful guide for brand managers in organisations without long-term wisdom.” (Brand Strategy, May 2004)
“If this review were to be only two words, they would be ‘Buy this!’ [this] book is an essential, authoritative and easy-to-understand..” (Media Week 4 [...]
Editorial Reviews
Praise for The Cool Factor
“Del Breckenfeld’s The Cool Factor gets the inside story on themusic business partnering with major corporations fueling their brands.” —Bill Gibbons, guitarist, singer, and songwriter with the multiplatinum band ZZ Top, and all-around “Sharp Dressed Man”
“The Cool [...]
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