Making Your Marque

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Marque

Author : Mark Best
Publisher : Hardie Grant
ISBN 13 : 9781742707020
Total Pages : 0 pages
Book Rating : 4.7/5 (7 download)

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Book Synopsis Marque by : Mark Best

Download or read book Marque written by Mark Best and published by Hardie Grant. This book was released on 2014-03-18 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marque is a unique and exquisite celebration of food, showcasing inspirational recipes and techniques from one of the most talented chefs in the world. Marque is a highly illustrated contemporary recipe book, celebrating the successful Sydney restaurant which is considered to be one of the finest in the world. Since opening in 1999, Marque has been consistently awarded and recognized for its innovative approach to food. In Marque, owner and chef Mark Best has selected 80 signature recipes that showcase the restaurant's influence on contemporary cuisine in the culinary world. Most of the dishes contained in this collection are complete meals, but Mark has also included some smaller recipes and techniques which form the backbone for many of his dishes. From slow-cooked rock cod with scampi anglaise, potatoes, and button mushrooms to roquefort with apple and mustard, from white rabbit with wakame, cashew and zucchini to chocolate vermicelli, kumquats and yogurt, Marque will take you on a culinary adventure that will delight the senses. René Redzepi of Noma Retaurant—the World's Best Chef (2011 San Pellegrino Awards)—wrote in his foreword, "Mark approaches his cuisine with an open mind, dedication to detail, and perseverance that he describes as 'an eternal dissatisfaction'—this defines his relentless search for creativity with a surprising and disarming intellect. His artistic rigor is demonstrated in the beautiful plating."

Building a StoryBrand

Author : Donald Miller
Publisher : HarperCollins Leadership
ISBN 13 : 0718033337
Total Pages : 241 pages
Book Rating : 4.7/5 (18 download)

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Book Synopsis Building a StoryBrand by : Donald Miller

Download or read book Building a StoryBrand written by Donald Miller and published by HarperCollins Leadership. This book was released on 2017-10-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

The Letter of Marque (Vol. Book 12) (Aubrey/Maturin Novels)

Author : Patrick O'Brian
Publisher : W. W. Norton & Company
ISBN 13 : 0393063658
Total Pages : 334 pages
Book Rating : 4.3/5 (93 download)

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Book Synopsis The Letter of Marque (Vol. Book 12) (Aubrey/Maturin Novels) by : Patrick O'Brian

Download or read book The Letter of Marque (Vol. Book 12) (Aubrey/Maturin Novels) written by Patrick O'Brian and published by W. W. Norton & Company. This book was released on 2011-12-05 with total page 334 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Fine stuff...[The Letter of Marque] leaves the devotee of naval fiction eager for sequels." —Jonathan Yardley, Washington Post Book World Captain Jack Aubrey, a brilliant and experienced officer, has been struck off the list of post-captains for a crime he did not commit. His old friend Stephen Maturin, usually cast as a ship’s surgeon to mask his discreet activities on behalf of British Intelligence, has bought for Aubrey his former ship the Surprise to command as a privateer, more politely termed a letter of marque. Together they sail on a desperate mission against the French, which, if successful, may redeem Aubrey from the private hell of his disgrace. A nighttime battle with an unusual climax, a jewel of great value, and Maturin’s fondness for opium make this segment of Patrick O’Brian’s masterful series both original and profoundly exciting.

Star Brands

Author : Carolina Rogoll
Publisher : Simon and Schuster
ISBN 13 : 1621535193
Total Pages : 253 pages
Book Rating : 4.6/5 (215 download)

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Book Synopsis Star Brands by : Carolina Rogoll

Download or read book Star Brands written by Carolina Rogoll and published by Simon and Schuster. This book was released on 2015-04-14 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: For anyone who wants to learn the fundamentals of branding in an approachable way without poring over dense text or hiring an expensive consultant, Star Brands presents a unique model that offers structured guidance and professional tips for building, managing, and marketing any brand. Created by savvy brand manager Carolina Rogoll, the star brand model is a perfect intersection of solid marketing and management theory with an approachable, visually oriented design. The author teaches step-by-step how to assess a brand’s unique challenge, how to define the brand’s equity and target, how to craft a solid brand growth strategy, and how to measure success once the brand is in the marketplace. The book includes case studies from famous star brands as well as interviews with top business school professors, advertising agency leaders, and former CEOs. Topics covered include the star brand model; leaders behind star brands; brand assessment and goal setting; defining brand equity; selecting a brand target; insights, benefits, ideas; theory from the best marketing and managing resources; marketing strategy; how to build a marketing plan; and much more, including exercise worksheets to practice on! The author combines her experience building brands at the front lines of a big multinational company with top-notch marketing and management theory. What results is an ideal primer for anyone seeking structured guidance on building a brand for a client, managing a brand, or even starting a brand for oneself. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

The Visible Expert

Author : Lee W. Frederiksen
Publisher :
ISBN 13 : 9780990445906
Total Pages : 150 pages
Book Rating : 4.4/5 (459 download)

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Book Synopsis The Visible Expert by : Lee W. Frederiksen

Download or read book The Visible Expert written by Lee W. Frederiksen and published by . This book was released on 2014-09-02 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does it take to become a well-known expert in your field - someone other practitioners and the media seek out for leadership and insight? We call these stars Visible Experts . And becoming one is easier than it looks. In this research-based book, you will learn how you or your colleagues can become Visible Experts and leverage this status to drive significant new growth and profits for your firm. You will discover which tools and techniques you need to build your reputation and ascend to prominence. And you will hear from real experts from across the professional services who have climbed from obscurity to the peak of their profession. The Visible Expert is the essential manual for any individual or firm that is ready to take their expertise to the highest level. Based on interviews with over 1,000 experts and buyers of their services, this book will take you higher, faster."

Marketing Made Simple

Author : Donald Miller
Publisher : HarperCollins Leadership
ISBN 13 : 1400203805
Total Pages : 208 pages
Book Rating : 4.4/5 (2 download)

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Book Synopsis Marketing Made Simple by : Donald Miller

Download or read book Marketing Made Simple written by Donald Miller and published by HarperCollins Leadership. This book was released on 2020-03-17 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: This guide from New York Times bestselling author Donald Miller, is a must-have for any marketing professional or small business owner who wants grow their business. It will teach you how to create and implement a sales funnel that will increase traffic and drive sales. Every day, your company is losing sales simply because you do not have a clear path to attract new customers. You’re not alone. Based on proven principles from Building a StoryBrand , this 5-part checklist is the ultimate resource for marketing professionals and business owners as they cultivate a sales funnel that flows across key customer touchpoints to effectively develop, strengthen, and communicate their brand’s story to the marketplace. In this book, you will learn: The three stages of customer relationships. How to create and implement the one marketing plan you will never regret. How to develop a sales funnel that attracts the right customers to your business. The power of email and how to create campaigns that result in customer traffic and a growth in brand awareness. The keys to wireframing a website that commands attention and generates conversions. The inability to attract and convert new customers is costing business owners valuable opportunities to grow their brand. This prevents companies, both big and small, from making the sales that are crucial to their survival. With Marketing Made Simple, you will learn everything you need to know to take your business to the next level.

The Van Life Cookbook

Author : Susan Marque
Publisher : Simon and Schuster
ISBN 13 : 1646043154
Total Pages : 128 pages
Book Rating : 4.6/5 (46 download)

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Book Synopsis The Van Life Cookbook by : Susan Marque

Download or read book The Van Life Cookbook written by Susan Marque and published by Simon and Schuster. This book was released on 2022-03-29 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of road-trip ready recipes developed for making in tiny kitchens and for one to two people.

Ninja Marketing Toolkit

Author : Susan Lintell
Publisher : New Generation Publishing
ISBN 13 : 1910266965
Total Pages : 181 pages
Book Rating : 4.9/5 (12 download)

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Book Synopsis Ninja Marketing Toolkit by : Susan Lintell

Download or read book Ninja Marketing Toolkit written by Susan Lintell and published by New Generation Publishing. This book was released on 2014 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whether you're in business, working in a marketing environment or just want to develop your skills, there's something in here to help you. The Ninja Marketing Toolkit offers you powerful, simple tools for understanding, designing and implementing marketing plans. The Ninja Marketing Toolkit is a practical, inspiring handbook, a companion you can use time and time again. You'll discover powerful techniques and marketing tools to design and implement your own marketing plan. Whether your business is large or small, you're looking for personal development or you just like marketing, you will thoroughly enjoy the journey! The Ninja Marketing Toolkit is an original approach to presenting information, using concise text and bullet points in an attractive, digestible format that's fun to use. There are templates for you to use to develop a powerful and practical marketing plan to help you get the results you want.

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 292 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Dropshipping Shopify

Author : Samuel Smith
Publisher : Samuel Smith
ISBN 13 :
Total Pages : 200 pages
Book Rating : 4./5 ( download)

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Book Synopsis Dropshipping Shopify by : Samuel Smith

Download or read book Dropshipping Shopify written by Samuel Smith and published by Samuel Smith. This book was released on 2021-08-12 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: If You’ve Always Dreamed about owning a Charming Store and Selling Unique Items, but Lack the Funds and Space to Do So, Keep Reading and Take the First Step Toward Making this Dream Come True! Dropshipping is a go-to method for anyone who wants to upgrade his or her budget without investing a crazy amount of money to start a business. This incredible platform provides you with an opportunity to own a store, without worrying about the logistics of it such as storage space, stock, or inventory. Sounds simple enough, right? Don’t be misled by the seemingly simple conduction of this venture, for it is the reason why many such businesses have failed. Instead, use this book to dive deep beneath the surface of the most successful online businesses, discover their success secrets, strategies, and models and implement them in your own project! Here’s what you’ll be able to do: Navigate the Shopify platform like a professional Design your online store and choose the right product niche Brand and promote your business to become a stable presence on the market Crush your competition with proven selling and marketing strategies Use marketing tools to attract a vast amount of customers to your store Avoid the 3 biggest mistakes you can make in dropshipping Recognize the right suppliers, and sell products of the highest quality Raise your profits with strategic marketing And much more! Even if you’ve never heard of Shopify before, with this guide you can build a business that will ensure your financial stability. The Internet has given us countless opportunities for making money while enjoying ourselves and having fun, so why not use it? All you need to do it to Scroll up, click on "Buy Now” with 1-Click, and Get Your Copy!

The Cars That Henry Ford Built

Author : Beverly Rae Kimes
Publisher : Automobile Heritage Publishing & Co
ISBN 13 : 159613013X
Total Pages : 148 pages
Book Rating : 4.5/5 (961 download)

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Book Synopsis The Cars That Henry Ford Built by : Beverly Rae Kimes

Download or read book The Cars That Henry Ford Built written by Beverly Rae Kimes and published by Automobile Heritage Publishing & Co. This book was released on 2005-08-21 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: At the time, in 1978, when The Cars That Henry Ford Built was first published, sending a copy for Henry Ford II to review seemed a vain request·Automobile Quarterly founding editor and publisher L. Scott Bailey was told that Mr. Ford (never comments on a book written about Ford.÷ Two weeks later came an unexpected exhortation from Henry Ford II: (My grandfather would have loved this book.÷ Ford then specially ordered 20 copies bound in white leather·needed in two weeks. The rush order was necessitated by an upcoming trip to Japan. As is culturally customary to offer a gift that honors one's ancestors, Henry Ford II specifically chose The Cars That Henry Ford Built to give to his Japanese hosts. Such high-level praise is derived from the book's fresh approach to the subject of Henry Ford, both in its study of the man and his cars, as well as the exceptional pictorial presentation. Presented for the first time in full color, there is every model Henry Ford produced from the Quadricycle he put together as a young man in 1896 to the famous V8 Ford on the production lines four and a half decades later during his failing years. Probably no other individual in automobile history more accurately mirrored in his cars his view of himself and of America as he saw it. Join award-winning historian and author Beverly Rae Kimes as she presents lively historical text that captures Henry growing and aging as his cars grew and aged, each lock-stepped together through history. Over 100 full-color photographs further bring the man and his creations to life.

Founder Brand

Author : Dave Gerhardt
Publisher : Lioncrest Publishing
ISBN 13 : 9781544523415
Total Pages : 250 pages
Book Rating : 4.5/5 (234 download)

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Book Synopsis Founder Brand by : Dave Gerhardt

Download or read book Founder Brand written by Dave Gerhardt and published by Lioncrest Publishing. This book was released on 2022-02-15 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: You're part of an elite group of builders, creators, and innovators who have accomplished something few can claim: you've founded a company. Now the challenge of standing out in the crowd begins-and how you differentiate yourself counts. Building a brand and growing a business can be expensive and time-consuming. But you have a key advantage and secret strategy, one that will set you apart no matter your industry, product, or company size. You have a story, and it's one of your most valuable assets. In Founder Brand, marketing expert Dave Gerhardt reveals how to build your brand by positioning yourself as the story, heart, and soul of your business. This is a tactical guidebook that first shows you how to tell your story, then how to put your story to use as a marketing strategy. You'll learn how social media provides a bridge between you and your customers, the platforms that are appropriate for your business, and how to measure results to truly determine value. This book is the ultimate resource for founders, CEOs, and marketing teams trying to find their company's niche, strategize for the future, and create brand awareness that establishes the credibility and trust your products deserve.

Luxury Sales Force Management

Author : M. Merk
Publisher : Springer
ISBN 13 : 1137347449
Total Pages : 220 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Luxury Sales Force Management by : M. Merk

Download or read book Luxury Sales Force Management written by M. Merk and published by Springer. This book was released on 2014-02-24 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: The sales team can often make or break the success of new brands or products. This comprehensive guide provides strategies, models and checklists to help managers and directors strengthen the relationships of their firm's sales force with their own or other brands, maximizing turnover and profit in the long run.

Turn the Ship Around!

Author : L. David Marquet
Publisher : Penguin
ISBN 13 : 1101623691
Total Pages : 273 pages
Book Rating : 4.1/5 (16 download)

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Book Synopsis Turn the Ship Around! by : L. David Marquet

Download or read book Turn the Ship Around! written by L. David Marquet and published by Penguin. This book was released on 2013-05-16 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: “One of the 12 best business books of all time…. Timeless principles of empowering leadership.” – USA Today "The best how-to manual anywhere for managers on delegating, training, and driving flawless execution.” —FORTUNE Since Turn the Ship Around! was published in 2013, hundreds of thousands of readers have been inspired by former Navy captain David Marquet’s true story. Many have applied his insights to their own organizations, creating workplaces where everyone takes responsibility for his or her actions, where followers grow to become leaders, and where happier teams drive dramatically better results. Marquet was a Naval Academy graduate and an experienced officer when selected for submarine command. Trained to give orders in the traditional model of “know all–tell all” leadership, he faced a new wrinkle when he was shifted to the Santa Fe, a nuclear-powered submarine. Facing the high-stress environment of a sub where there’s little margin for error, he was determined to reverse the trends he found on the Santa Fe: poor morale, poor performance, and the worst retention rate in the fleet. Almost immediately, Marquet ran into trouble when he unknowingly gave an impossible order, and his crew tried to follow it anyway. When he asked why, the answer was: “Because you told me to.” Marquet realized that while he had been trained for a different submarine, his crew had been trained to do what they were told—a deadly combination. That’s when Marquet flipped the leadership model on its head and pushed for leadership at every level. Turn the Ship Around! reveals how the Santa Fe skyrocketed from worst to first in the fleet by challenging the U.S. Navy’s traditional leader-follower approach. Struggling against his own instincts to take control, he instead achieved the vastly more powerful model of giving control to his subordinates, and creating leaders. Before long, each member of Marquet’s crew became a leader and assumed responsibility for everything he did, from clerical tasks to crucial combat decisions. The crew became completely engaged, contributing their full intellectual capacity every day. The Santa Fe set records for performance, morale, and retention. And over the next decade, a highly disproportionate number of the officers of the Santa Fe were selected to become submarine commanders. Whether you need a major change of course or just a tweak of the rudder, you can apply Marquet’s methods to turn your own ship around.

Designing Brand Identity

Author : Alina Wheeler
Publisher : John Wiley & Sons
ISBN 13 : 1119984815
Total Pages : 358 pages
Book Rating : 4.1/5 (199 download)

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Book Synopsis Designing Brand Identity by : Alina Wheeler

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2024-03-06 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, process, strategy, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Marque and Reprisal

Author : Elizabeth Moon
Publisher : Del Rey
ISBN 13 : 034544759X
Total Pages : 402 pages
Book Rating : 4.3/5 (454 download)

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Book Synopsis Marque and Reprisal by : Elizabeth Moon

Download or read book Marque and Reprisal written by Elizabeth Moon and published by Del Rey. This book was released on 2005-08-30 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: “An utterly satisfying adventure . . . In Kylara Vatta, Moon has created another tough and complex heroine.”—Scifi Though the exciting military career she hoped for never materialized, Ky Vatta still sees plenty of combat. An unknown adversary has launched a full-throttle offensive against Vatta Transport Ltd., Ky’s father’s interstellar shipping empire—killing most of Ky’s family. Fighting for her very survival, Ky is determined to avenge her family’s deaths. Teaming up with a band of stranded mercenaries, her black-sheep cousin Stella, and Stella’s roguish ex-lover, Ky struggles to penetrate the tangled web of political intrigue that surrounds the attacks. Amid suspicion and deception, she is prepared to take whatever measures are necessary to ensure that Vatta stays in business. What she’s not prepared for is the shocking truth behind the terror— and a confrontation with murderous treachery. . . . Praise for Marque and Reprisal “The intrigue-filled plot lends a marque of distinction.”—Entertainment Weekly “Excellent plotting and characters support the utterly realistic action sequences: swift, jolting, [and] merciless.”—Kirkus Reviews (starred review) “A gripping, action-packed book.”—Omaha World-Herald

Building Strong Brands

Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1471104389
Total Pages : 365 pages
Book Rating : 4.4/5 (711 download)

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Book Synopsis Building Strong Brands by : David A. Aaker

Download or read book Building Strong Brands written by David A. Aaker and published by Simon and Schuster. This book was released on 2012-10-01 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.