Author: Bob Hoffman
In marketing today, delusional thinking isn't just acceptable -- it's mandatory. In "Marketers Are From Mars, Consumers Are From New Jersey", Bob Hoffman, author of "101 Contrarian Ideas About Advertising" and "The Ad Contrarian" explains how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention -- fed by a cultural echo chamber of books, articles and conferences in which people like them talk to people like them.
Author: Bonnie Miguel, Bob Hoffman
A frightening and highly entertaining look into the hidden, corrupt, and dangerous world of online advertising where billions of dollars are being stolen; personal information about us is being collected and sold 24-hours a day; and important principles of a free society are being undermined.
Author: Tom Albrighton
Publisher: Troubador Publishing Ltd
Copywriting is writing with purpose. It’s about using words to reach people and change what they think, feel and do.
Author: Bob Hoffman
The Ad Contrarian, Getting beyond the fleeting trends, false goals, and dreadful jargon of contemporary Advertising, originally published in 2007 is now available in this new expanded and revised edition.
Author: Bob W. Lord, Ray Velez
Publisher: John Wiley & Sons
Argues that in order to succeed, businesses must combine marketing, technology, and creativity to engage the modern consumer.
Author: Daryl Weber
Publisher: Red Wheel/Weiser
For many marketing professionals, “science” is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people’s minds, make them feel a certain way, and, ultimately, get them to act. In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections. Welcome to the new world of neuromarketing. Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You’ll learn: The surprising unconscious side of brands. The biggest myths about consumer psychology. The real role of emotions in building brands. Practical tools to use neuroscience to inspire better marketing. Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to “seduce” customers and grow their businesses.
Author: Steve Harrison
Publisher: Pan Macmillan
Whether you're an agency writer in need of inspiration, a one-woman-band drumming up work from new clients, an established business trying to get more from that mysterious thing called 'content', or you simply want to persuade your colleagues to adopt your point of view, How To Write better Copy by Steve Harrison will help you write better copy. It starts with the thinking before the writing, and how to create the all-important Brief. Then it takes you step-by-step from how to write a headline to how to get the response you want from your reader. With examples at every stage, and explanations based on both the author's twenty-five years' experience and recent scientific research, this book will help hone your skills - whether you're writing websites or press ads, e-zines or direct mail, brochures or blogs, posters or landing pages, emails or white papers.
Author: APG Ltd
Publisher: Troubador Publishing Ltd
How can we sell more, to more people, and for more money? The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.
Author: Karl Johan Aström, Richard M. Murray
Publisher: Princeton University Press
This book provides an introduction to the mathematics needed to model, analyze, and design feedback systems. It is an ideal textbook for undergraduate and graduate students, and is indispensable for researchers seeking a self-contained reference on control theory. Unlike most books on the subject, Feedback Systems develops transfer functions through the exponential response of a system, and is accessible across a range of disciplines that utilize feedback in physical, biological, information, and economic systems. Karl Åström and Richard Murray use techniques from physics, computer science, and operations research to introduce control-oriented modeling. They begin with state space tools for analysis and design, including stability of solutions, Lyapunov functions, reachability, state feedback observability, and estimators. The matrix exponential plays a central role in the analysis of linear control systems, allowing a concise development of many of the key concepts for this class of models. Åström and Murray then develop and explain tools in the frequency domain, including transfer functions, Nyquist analysis, PID control, frequency domain design, and robustness. They provide exercises at the end of every chapter, and an accompanying electronic solutions manual is available. Feedback Systems is a complete one-volume resource for students and researchers in mathematics, engineering, and the sciences. Covers the mathematics needed to model, analyze, and design feedback systems Serves as an introductory textbook for students and a self-contained resource for researchers Includes exercises at the end of every chapter Features an electronic solutions manual Offers techniques applicable across a range of disciplines
Author: Ruth C. Clark, Richard E. Mayer
Publisher: John Wiley & Sons
The essential e-learning design manual, updated with the latest research, design principles, and examples e-Learning and the Science of Instruction is the ultimate handbook for evidence-based e-learning design. Since the first edition of this book, e-learning has grown to account for at least 40% of all training delivery media. However, digital courses often fail to reach their potential for learning effectiveness and efficiency. This guide provides research-based guidelines on how best to present content with text, graphics, and audio as well as the conditions under which those guidelines are most effective. This updated fourth edition describes the guidelines, psychology, and applications for ways to improve learning through personalization techniques, coherence, animations, and a new chapter on evidence-based game design. The chapter on the Cognitive Theory of Multimedia Learning introduces three forms of cognitive load which are revisited throughout each chapter as the psychological basis for chapter principles. A new chapter on engagement in learning lays the groundwork for in-depth reviews of how to leverage worked examples, practice, online collaboration, and learner control to optimize learning. The updated instructor's materials include a syllabus, assignments, storyboard projects, and test items that you can adapt to your own course schedule and students. Co-authored by the most productive instructional research scientist in the world, Dr. Richard E. Mayer, this book distills copious e-learning research into a practical manual for improving learning through optimal design and delivery. Get up to date on the latest e-learning research Adopt best practices for communicating information effectively Use evidence-based techniques to engage your learners Replace popular instructional ideas, such as learning styles with evidence-based guidelines Apply evidence-based design techniques to optimize learning games e-Learning continues to grow as an alternative or adjunct to the classroom, and correspondingly, has become a focus among researchers in learning-related fields. New findings from research laboratories can inform the design and development of e-learning. However, much of this research published in technical journals is inaccessible to those who actually design e-learning material. By collecting the latest evidence into a single volume and translating the theoretical into the practical, e-Learning and the Science of Instruction has become an essential resource for consumers and designers of multimedia learning.
Author: Geoffrey Colon
Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that’s not enough? What if most people ignore company messages? What if consumer engagement never goes further than the “like” button? A sobering reality is hitting marketers. Technology hasn’t just reshaped mass media, it’s altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world . . . Where selling is dead, but ongoing conversation thrives Where consumers generate the best content about brands Where people tune out noise and listen to feelings Where curiosity leads the marketing team Where growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindset you need for future success.
Author: Marian Garcia Martinez
Food and beverage companies are increasingly choosing to enhance internal idea development by pursuing an ‘open innovation’ approach, allowing the additional exploitation of external ideas and paths to market. Drawing on a range of important case studies, Open innovation in the food and beverage industry investigates the challenges and opportunities afforded by the incorporation of open innovation into the food industry. Part one provides a comprehensive overview of the changing nature of innovation in the food and drink industry, acknowledging trends and considering the implications and impact of open innovation. Part two then reviews the role of partners and networks in open innovation, with collaboration, co-creation of value with consumers, the effectiveness of cluster organizations and the importance of network knowledge all discussed, before part three goes on to explore the establishment and varied management aspects of open innovation partnerships and networks. Finally, open-innovation tools, processes and managerial frameworks are the focus of part four, with discussion of the development, application and psychology of a range of initiatives. With its distinguished editor and international team of expert contributors, Open innovation in the food and beverage industry is a unique guide to the implementation and management of open innovation for all food industry professionals involved in management, research and product development, as well as academics with an interest in open innovation across all industries. Investigates the challenges and opportunities afforded by the incorporation of open innovation into the food industry Provides a comprehensive overview of the changing nature of innovation in the food and drink industry and reviews the role of partners and networks in open innovation Explores the establishment and varied management aspects of open innovation partnerships and networks and discusses the development, application and psychology of a range of initiatives
Author: Tony Hines, Margaret Bruce
'Fashion Marketing' is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the world's largest and most global of industries. With international contributions from the UK, USA and China, 'Fashion Marketing' covers all of the key themes and issues of this area, including: * forecasting * sourcing * supply chain management (demand management) * new product development * design management * logistics * range planning * colour prediction * market testing * e-commerce * strategy Ideal for use on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management where there is a need to address the topic of fashion marketing, this book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.
Author: Cesar A. Brea
Publisher: Pearson Education
PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP “Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.” –Bob Bechek, Worldwide Managing Director, Bain & Company “Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.” –Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc. “Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.” –Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price “While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea's Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.” –Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this. Brea examines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for implementing and profiting from marketing analytics. You'll learn how to evaluate “ecosystemic” conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as “buy vs. build?”, “centralize or decentralize?”, and “hire generalists or specialists?” Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value–with less frustration. Go beyond “My algorithm can beat up your algorithm” It's not about formulas, it's about cultivating conditions for success Plan backwards, starting from desired business results Focus on value, not allure, hype, or sexiness Orchestrate resources to ask better questions, answer them, and act Tackle any analytically intensive initiative– and get the results you're accountable for Make the most of new “native” digital channels… ... and the rapid digitization of legacy channels, too
Author: Andrew Metrick, Ayako Yasuda
Publisher: Wiley Global Education
In Venture Capital and the Finance of Innovation, future and current venture capitalists will find a useful guide to the principles of finance and the financial models that underlie venture capital decisions. Assuming no knowledge beyond concepts covered in first-year MBA course, the text serves as an innovative model for the valuation of start ups, and will familiarise you with the relationship between risk and return in venture capital, historical statistics on the performance of venture capital investments, total and partial valuation--and more.