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Marketers Are From Mars Consumers Are From New Jersey
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Book Synopsis Marketers Are from Mars, Consumers Are from New Jersey by : Bob Hoffman
Download or read book Marketers Are from Mars, Consumers Are from New Jersey written by Bob Hoffman and published by . This book was released on 2015-05-01 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Choice Factory by : Richard Shotton
Download or read book The Choice Factory written by Richard Shotton and published by Harriman House Limited. This book was released on 2018-02-12 with total page 111 pages. Available in PDF, EPUB and Kindle. Book excerpt: Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.
Book Synopsis Eat Your Greens by : Wiemer Snijders
Download or read book Eat Your Greens written by Wiemer Snijders and published by Troubador Publishing Ltd. This book was released on 2018-09-27 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Badmen written by Bob Hoffman and published by Type a Group. This book was released on 2017-08-29 with total page 83 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advertising For Skeptics by : Bob Hoffman
Download or read book Advertising For Skeptics written by Bob Hoffman and published by Type a Group. This book was released on 2020-02-08 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising's decade of delusion
Book Synopsis How To Write Better Copy by : Steve Harrison
Download or read book How To Write Better Copy written by Steve Harrison and published by Pan Macmillan. This book was released on 2016-09-08 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Enterprise Marketing Management by : Dave Sutton
Download or read book Enterprise Marketing Management written by Dave Sutton and published by John Wiley & Sons. This book was released on 2006-07-21 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers—Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results. Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.
Download or read book Grow the Core written by David Taylor and published by John Wiley & Sons. This book was released on 2013-02-25 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it′s a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top–performing companies achieve superior results through a leading position in their core business. Unfortunately, there′s very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front–line experience on over one hundred brand coaching projects.
Download or read book The Ad Contrarian written by Bob Hoffman and published by . This book was released on 2008-02-01 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Brand Seduction written by Daryl Weber and published by Red Wheel/Weiser. This book was released on 2016-04-25 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Powerful, profound, and beautifully written, Brand Seduction raises the bar for every marketer to do work that truly matters." —Seth Godin, author of All Marketers Are Liars "Clever, creative, and jam-packed with useful insights, Brand Seduction shows how our brain secretly shapes our choices in ways we may never have realized." —Jonah Berger, Wharton Professor and bestselling author of Contagious and Invisible Influence 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.
Book Synopsis Business and Consumer Analytics: New Ideas by : Pablo Moscato
Download or read book Business and Consumer Analytics: New Ideas written by Pablo Moscato and published by Springer. This book was released on 2019-05-30 with total page 1000 pages. Available in PDF, EPUB and Kindle. Book excerpt: This two-volume handbook presents a collection of novel methodologies with applications and illustrative examples in the areas of data-driven computational social sciences. Throughout this handbook, the focus is kept specifically on business and consumer-oriented applications with interesting sections ranging from clustering and network analysis, meta-analytics, memetic algorithms, machine learning, recommender systems methodologies, parallel pattern mining and data mining to specific applications in market segmentation, travel, fashion or entertainment analytics. A must-read for anyone in data-analytics, marketing, behavior modelling and computational social science, interested in the latest applications of new computer science methodologies. The chapters are contributed by leading experts in the associated fields.The chapters cover technical aspects at different levels, some of which are introductory and could be used for teaching. Some chapters aim at building a common understanding of the methodologies and recent application areas including the introduction of new theoretical results in the complexity of core problems. Business and marketing professionals may use the book to familiarize themselves with some important foundations of data science. The work is a good starting point to establish an open dialogue of communication between professionals and researchers from different fields. Together, the two volumes present a number of different new directions in Business and Customer Analytics with an emphasis in personalization of services, the development of new mathematical models and new algorithms, heuristics and metaheuristics applied to the challenging problems in the field. Sections of the book have introductory material to more specific and advanced themes in some of the chapters, allowing the volumes to be used as an advanced textbook. Clustering, Proximity Graphs, Pattern Mining, Frequent Itemset Mining, Feature Engineering, Network and Community Detection, Network-based Recommending Systems and Visualization, are some of the topics in the first volume. Techniques on Memetic Algorithms and their applications to Business Analytics and Data Science are surveyed in the second volume; applications in Team Orienteering, Competitive Facility-location, and Visualization of Products and Consumers are also discussed. The second volume also includes an introduction to Meta-Analytics, and to the application areas of Fashion and Travel Analytics. Overall, the two-volume set helps to describe some fundamentals, acts as a bridge between different disciplines, and presents important results in a rapidly moving field combining powerful optimization techniques allied to new mathematical models critical for personalization of services. Academics and professionals working in the area of business anyalytics, data science, operations research and marketing will find this handbook valuable as a reference. Students studying these fields will find this handbook useful and helpful as a secondary textbook.
Download or read book No Logo written by Naomi Klein and published by Macmillan. This book was released on 2000-01-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
Download or read book Storyscaping written by Gaston Legorburu and published by John Wiley & Sons. This book was released on 2014-01-14 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to use powerful tools to engage customers with your brand Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more. Shows how to map how the consumer engages with the category and product/service Explains how to develop an organizing idea and creative plan for an immersive storyscape experience Defines the role of marketing channels around the organizing idea Establishes how technology can be applied to the experience Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com
Book Synopsis The Big Book of Marketing by : Anthony G. Bennett
Download or read book The Big Book of Marketing written by Anthony G. Bennett and published by McGraw Hill Professional. This book was released on 2009-06-19 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A real world tool for helping develop effective marketing strategies and plans." -- Dennis Dunlap, Chief Executive Officer, American Marketing Association "For beginners and professionals in search of answers." -- Stephen Joel Trachtenberg, President Emeritus and University Professor of Public Service, The George Washington University "A 'must read' for every business major and corporate executive." -- Clarence Brown, former Acting Secretary, U.S. Department of Commerce The Biggest Companies. The Boldest Campaigns. THE BEST INSIDER'S GUIDE ON THE MARKET. The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today. For the first time ever, 110 experts from the world's most successful companies reveal their step-by-step strategies, proven marketing tools, and tricks of the trade—fascinating, exclusive, real-world case studies from an all-star roster of companies, including: ACNielsen * Alcoa * American Express * Amtrak * Antimicrobial * Technologies Group * APL Logistics * Arnold * AT&T * Atlas Air * Bloomingdale's * BNSF * Boeing * Bristol-Myers Squibb * Burson-Marsteller * BzzAgent * Caraustar * Cargill * Carnival * Coldwell Banker * Colgate-Palmolive * Colonial Pipeline * Con-way * Costco * Dean Foods * Discovery Communications * Draftfcb * DSC Logistics * DuPont * Edelman * ExxonMobil * Fabri-Kal * FedEx Trade Networks * Fleishman-Hillard * Ford * Frito-Lay * GE * Greyhound * Hair Cuttery * Hilton * HOLT CAT * IBM * Ingram Barge * Ingram Micro * International Paper * John Deere * Kimberly-Clark * Kodak * Kraft * L.L.Bean * Landor * Long Island Rail Road * Lulu.com * Mars * MCC * McCann * McDonald's * McKesson * Nationals * NCR * New York Times * Nordstrom * Ogilvy Action * OHL * 1-800Flowers.com * Overseas Shipholding Group * Owens Illinois * P & G * Papa John's * Paramount Pictures * Patagonia * PepsiCo * Pfizer * Porter Novelli * RAPP * Ritz-Carlton * Safeway * Saks Fifth Avenue * Sara Lee * SC Johnson * Sealed Air * Sears * Silgan * Skyhook * Snap-on Tools * Southwest * Sports and Leisure * ResearchGroup * Staples * Stoner * Supervalu * Synovate * Tanimura & Antle * TBWA * Tenet Healthcare * Texas Instruments * 3M * ToysRUs * Trader Joe's * Tupperware * Under Armour * United Airlines * United Stationers * Verizon * VISA * Weyerhaeuser * Wilson Sporting Goods * Wunderman * Xerox * Y&R * Zappos.com No matter what business you're in--from retail and manufacturing to service and nonprofit--The Big Book of Marketing offers the most practical, hands-on advice you’ll ever find . . . from the best in the business. Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia.
Book Synopsis Consumer Behavior by : Delbert I. Hawkins
Download or read book Consumer Behavior written by Delbert I. Hawkins and published by McGraw-Hill/Irwin. This book was released on 2003-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Download or read book Niche Envy written by Joseph Turow and published by MIT Press. This book was released on 2008-02-15 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: The price we pay for the new strategies in database marketing that closely track desirable customers, offering them benefits in return for personal information. We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted—to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history—or even by race, gender, and political opinions—what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life? Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing—pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.
Book Synopsis The Kim Kardashian Principle by : Jeetendr Sehdev
Download or read book The Kim Kardashian Principle written by Jeetendr Sehdev and published by St. Martin's Press. This book was released on 2017-03-21 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the instant New York Times, Wall Street Journal and Washington Post bestseller, Jeetendr Sehdev inspires people everywhere to learn from the way celebrities engage their fan bases. In the space of five years, Jeetendr Sehdev has shaken up the world of entertainment by revealing how social media stars generate more obsession than the Hollywood A-list. What can he teach us about making our own ideas, products, and services break through? Sehdev shows why successful images today–the most famous being Kim Kardashian–are not photoshopped to perfection, but flawed, vulnerable, and in your face. This total transparency generates a level of authenticity that traditional marketing tactics just can’t touch. From YouTube sensations like Jenna Marbles to billionaire tech mogul Elon Musk, The Kim Kardashian Principle reveals the people, products, and brands that do it best. After all, in a world where a big booty can break the Internet and the president is a reality TV star, self-obsession is a must-have. No posturing, no apologies, and no shying away from the spotlight. The Kim Kardashian Principle is a fresh, provocative, and eye-opening guide to understanding why only the boldest and baddest ideas will survive–and how to make sure yours is one of them.
