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Author : Thomas V. Bonoma
Publisher : Harvard Business Review Press
ISBN 13 :
Total Pages : 230 pages
Book Rating : 4.3/5 (91 download)
Download or read book Marketing Performance Assessment written by Thomas V. Bonoma and published by Harvard Business Review Press. This book was released on 1988 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Richard B. Freeman
Publisher : University of Chicago Press
ISBN 13 : 0226261956
Total Pages : 284 pages
Book Rating : 4.2/5 (262 download)
Download or read book International Differences in the Business Practices and Productivity of Firms written by Richard B. Freeman and published by University of Chicago Press. This book was released on 2009-10-15 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, globalization and the expansion of information technologies have reshaped managerial practices, forcing multinational firms to adjust business practices to different environments and domestic companies to adjust to their foreign competitors. In International Differences in the Business Practices and Productivity of Firms, a distinguished group of contributors examines the phenomenon of widespread differences in managerial practices across firms, establishments within firms, and countries. This volume brings together eight studies that combine qualitative and quantitative insider analysis of business practices such as the use of teams, incentive pay, lean manufacturing, and quality control, revealing the elements that determine which practices are adopted and why. International Differences in the Business Practices and Productivity of Firms offers a much-needed model for measuring the productivity and performance of international firms in a fast-paced global economy.
Author : James L. Heskett
Publisher :
ISBN 13 :
Total Pages : 662 pages
Book Rating : 4.:/5 (319 download)
Download or read book Productivity in Marketing written by James L. Heskett and published by . This book was released on 1965 with total page 662 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jim Novo
Publisher : BookLocker.com, Inc.
ISBN 13 : 1644387832
Total Pages : 380 pages
Book Rating : 4.6/5 (443 download)
Download or read book Drilling Down: Turning Customer Data into Profits with a Spreadsheet written by Jim Novo and published by BookLocker.com, Inc.. This book was released on 2004-06-18 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: I spend a lot of time in marketing-oriented discussion lists. If you do, you probably also sense the incredible frustration of people who keep asking about using their customer data to retain customers and increase profits. Everybody knows they should be doing it, but can't find out how to do it. Consultants and agencies make this process sound like some kind of "black magic", something you can't possibly do yourself. I disagree. I think the average business owner can do a perfectly decent job creating profiles and using them to retain customers and drive profits. Thus the book. The examples provided are Internet specific, but the methods can be used in any business where customer data is available. This book is about the down-and-dirty, nitty-gritty art of taking chunks of data generated by your customers and making sense of it, getting it to speak to you, creating insight into what types of marketing or general business actions you can take to make your business more profitable. We'll be talking about "action-oriented" ideas you can generate on your own to drive sales and profits, ideas that will reveal themselves by analyzing your own customer data, using only a spreadsheet. We have all heard how important it is to collect customer data, to "know" your customer. What I don't hear much about is what exactly you DO with all that data once you have collected it. How is it used? What exactly is Drilling Down into the data supposed to tell me, and what am I looking for when I get there? For that matter, what data should I be collecting and how will I use it when I have it? And how much is this process going to cost me? The following list outlines what you will learn and be able to do after reading the Drilling Down book: --What data is important to collect about a customer and what data is not --How to create action-oriented customer profiles with an Excel spreadsheet --How to use these profiles to plan marketing promotions --How to use these profiles to define the future value of your customers --How to use these profiles to measure the general health of your business --How to use these profiles to encourage customers to do what you want them to --How to predict when a customer is about to defect and leave you --How to increase your profits while decreasing your marketing costs --How to design high ROI (Return on Investment) marketing promotions How to blow away investors with predictions of the future profitability of your business Table of Contents Chapter 1: What's a Customer Profile? Chapter 2: Data-Driven Marketing - Customer Retention Basics Chapter 3: The Language of Data, The Science of Profit Chapter 4: Interactivity Changes the Rules of the Game Chapter 5: How to Build a Customer Profiling Spreadsheet Chapter 6: How to Profile (Score) Your Customers Chapter 7: Marketing Using Customer Scores - Basic Approach Chapter 8: Using Customer Characteristics and Multiple Scores Chapter 9: Watching Scores over Time - Customer LifeCycles Chapter 10: Customer Scoring Grids - Profiling on Steroids Chapter 11: Calculating and Using LifeTime Value in Promotions Chapter 12: Turning Profiles into Profits - the Staging Area Chapter 13: Turning Profiles into Profits - the Financial Model Chapter 14: Turning Profiles into Profits - Financial Tweaks Chapter 15: Measuring Success in Best Customer Promotions Chapter 16: Some Final Thoughts Seasonal Adjustments to Marketing Promotions Don't Fight Customer Behavior CRM Software and Customer Scoring Data-Driven Marketing Program Descriptions There's more! Automate the basic customer scoring process on large groups of customers. Use the software included free with this edition! Windows OS and MS Access and Excel required to run the software.
Author : Ephraim F. Sudit
Publisher : Springer Science & Business Media
ISBN 13 : 9401196672
Total Pages : 163 pages
Book Rating : 4.4/5 (11 download)
Download or read book Productivity Based Management written by Ephraim F. Sudit and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: Realization of productivity gains is a necessary condition for long-term consistent improvement in economic well being. We have to work smarter and produce more efficiently to attain an ever higher quantity and quality of goods and services without sacrificing leisure. This is true for the economy at large as well as for individual firms. In a competitive environment, businesses must continuously improve the productivity of their operations in order to sustain and augment profitability and growth. This basic requirement may be temporarily obscured by unexpected external developments or financial manipulations, but it is nevertheless essential to the long-term health of any economic enterprise. Increasing awareness of the importance of productivity has recently motivated renewed interest in the development and refinement of productivity-based management techniques. The purpose of this book is to review and evaluate some of the new contributions in this area. The analysis of productivity-based management in this book encompasses planning, decision making and control methods which explicitly incorporate techniques designed to measure, monitor, induce and improve underlying productivity performance in production, financial planning, marketing and international operations. These productivity-based methods can easily accommodate built-in efficiency incentives designed to motivate people vii viii PRODUCTIVITY BASED MANAGEMENT working in decentralized organizations toward goal congruent behavior. It is argued throughout the book that productivity-based management, at its best, is likely to improve significantly the efficiency and effectiveness of economic enterprises.
Author : Frank Cespedes
Publisher : Harvard Business Review Press
ISBN 13 : 1422196089
Total Pages : 329 pages
Book Rating : 4.4/5 (221 download)
Download or read book Aligning Strategy and Sales written by Frank Cespedes and published by Harvard Business Review Press. This book was released on 2014-08-12 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The best sales book of the year" — strategy+business magazine That gap between your company’s sales efforts and strategy? It’s real—and a huge vulnerability. Addressing that gap, actionably and with attention to relevant research, is the focus of this book. In Aligning Strategy and Sales, Harvard Business School professor Frank Cespedes equips you to link your go-to-market initiatives with strategic goals. Cespedes offers a road map to articulate strategy in ways that people in the field can understand and that will fuel the behaviors required for profitable growth. Without that alignment, leaders will press for better execution when they need a better strategy, or change strategic direction with great cost and turmoil when they should focus on the basics of sales execution. With thoughtful, clear, and engaging examples, Aligning Strategy and Sales provides a framework for diagnosing and managing the core levers available for effective selling in any organization. It will give you the know-how and tools to move from ideas to action and build a sales effort linked to your firm’s unique goals, not a generic selling formula. Cespedes shows how sales efforts affect all elements of value creation in a business, whether you’re a start-up seeking to scale or an established firm looking to jump-start new growth. The book provides key insights to optimize your firm’s customer management activities and so improve selling and strategy.
Author : Robert C. Pozen
Publisher : Harper Collins
ISBN 13 : 0062188542
Total Pages : 231 pages
Book Rating : 4.0/5 (621 download)
Download or read book Extreme Productivity written by Robert C. Pozen and published by Harper Collins. This book was released on 2012-10-02 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Required reading for professionals—and aspiring professionals—of all levels.” —Shirley Ann Jackson, President of Rensselaer Polytechnic Institute and Former Chairman of U.S. Nuclear Regulatory Commission Robert C. Pozen, one of the business world’s most successful—and productive—executives, reveals the surprising secrets to workplace productivity and high performance. It's far too easy for working professionals to become overwhelmed by a pile of time-sensitive projects, a backlog of emails, and endless meetings. In order to be truly productive, they must make a critical shift in mindset from hours worked to results produced. With Extreme Productivity, Pozen explains how individuals can maximize their time and energy by determining and focusing on their highest priorities. He also provides a toolkit of practical tips and techniques to help professionals at all stages of their careers maximize their time at work. This essential handbook empowers every person with proven methods for prioritizing their time to achieve high-impact results and refine their career goals for long-term success, all while leading a full and meaningful personal life as well.
Author : Tim Ringo
Publisher : Kogan Page Publishers
ISBN 13 : 1789664756
Total Pages : 249 pages
Book Rating : 4.7/5 (896 download)
Download or read book Solving the Productivity Puzzle written by Tim Ringo and published by Kogan Page Publishers. This book was released on 2020-08-13 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: CATEGORY WINNER: Business Book Awards 2021 - HR & Management Category An engaged and productive workforce is essential for organizational growth and business success. However, record levels of disengaged staff, a lack of motivation and employees feeling that they lack the necessary skills and support to excel at their jobs is putting this in jeopardy. HR practitioners are ideally placed to address these issues and boost productivity at every stage of the employee lifecycle to improve individual performance and drive business results. Solving the Productivity Puzzle is a practical guide for all people management professionals to address the challenge of stagnating people productivity. It covers how to embed learning and development activities to ensure that employees feel equipped with the skills they need to meet their goals, motivate a workforce made up of six generations with competing priorities, develop an effective workforce planning strategy to make sure the right people are in the right place at the right time, with the right motivation in the organization to build a company culture that allows people to thrive. Solving the Productivity Puzzle also includes expert guidance on how implement change to opportunity in the workforce, track and measure productivity and how to leverage new technologies to support employees. Including case studies from global organizations including Accenture, Aetna, Apple, Google, IBM, and SAP. This is essential reading for HR professionals needing to supercharge productivity in their organization for both employee and business success.
Author : Gilles Laurent
Publisher : Springer Science & Business Media
ISBN 13 : 9780792393887
Total Pages : 474 pages
Book Rating : 4.3/5 (938 download)
Download or read book Research traditions in marketing written by Gilles Laurent and published by Springer Science & Business Media. This book was released on 1994-01-31 with total page 474 pages. Available in PDF, EPUB and Kindle. Book excerpt: Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.
Author : Mun Heng Toh
Publisher : World Scientific
ISBN 13 : 9813228334
Total Pages : 453 pages
Book Rating : 4.8/5 (132 download)
Download or read book Lifting Productivity In Singapore's Retail And Food Services Sectors: The Role Of Technology, Manpower And Marketing written by Mun Heng Toh and published by World Scientific. This book was released on 2018-05-25 with total page 453 pages. Available in PDF, EPUB and Kindle. Book excerpt: Measuring productivity is often considered a difficult task for industries in the services sectors. This book offers a solution in the form of the 8M approach — Management, Manpower, Method, Money, Market, Make, Material and Message. This 8M framework is used to analyze the many facets of productivity and make pertinent solutions and suggestions to lift productivity in enterprises, especially those in the retail and food services sectors.This book consists of 10 chapters. Each chapter is an in-depth study of a specific measure, be it a technological system, a manpower strategy or a marketing program to improve the performance and productivity of small and medium enterprises (SMEs) in the retail and food services sectors in Singapore.Technology-driven solutions are the highlight of this book. Every study presented involves field work in terms of surveys, interviews or focus group discussions with stakeholders. The findings of the studies lead to policy recommendations and suggestions for improving the productivity performance of SMEs in the retail and food services sectors.
Author : Alistair Dieppe
Publisher : World Bank Publications
ISBN 13 : 1464816093
Total Pages : 552 pages
Book Rating : 4.4/5 (648 download)
Download or read book Global Productivity written by Alistair Dieppe and published by World Bank Publications. This book was released on 2021-06-09 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: The COVID-19 pandemic struck the global economy after a decade that featured a broad-based slowdown in productivity growth. Global Productivity: Trends, Drivers, and Policies presents the first comprehensive analysis of the evolution and drivers of productivity growth, examines the effects of COVID-19 on productivity, and discusses a wide range of policies needed to rekindle productivity growth. The book also provides a far-reaching data set of multiple measures of productivity for up to 164 advanced economies and emerging market and developing economies, and it introduces a new sectoral database of productivity. The World Bank has created an extraordinary book on productivity, covering a large group of countries and using a wide variety of data sources. There is an emphasis on emerging and developing economies, whereas the prior literature has concentrated on developed economies. The book seeks to understand growth patterns and quantify the role of (among other things) the reallocation of factors, technological change, and the impact of natural disasters, including the COVID-19 pandemic. This book is must-reading for specialists in emerging economies but also provides deep insights for anyone interested in economic growth and productivity. Martin Neil Baily Senior Fellow, The Brookings Institution Former Chair, U.S. President’s Council of Economic Advisers This is an important book at a critical time. As the book notes, global productivity growth had already been slowing prior to the COVID-19 pandemic and collapses with the pandemic. If we want an effective recovery, we have to understand what was driving these long-run trends. The book presents a novel global approach to examining the levels, growth rates, and drivers of productivity growth. For anyone wanting to understand or influence productivity growth, this is an essential read. Nicholas Bloom William D. Eberle Professor of Economics, Stanford University The COVID-19 pandemic hit a global economy that was already struggling with an adverse pre-existing condition—slow productivity growth. This extraordinarily valuable and timely book brings considerable new evidence that shows the broad-based, long-standing nature of the slowdown. It is comprehensive, with an exceptional focus on emerging market and developing economies. Importantly, it shows how severe disasters (of which COVID-19 is just the latest) typically harm productivity. There are no silver bullets, but the book suggests sensible strategies to improve growth prospects. John Fernald Schroders Chaired Professor of European Competitiveness and Reform and Professor of Economics, INSEAD
Author : Donald Miller
Publisher : HarperCollins Leadership
ISBN 13 : 1400203821
Total Pages : 240 pages
Book Rating : 4.4/5 (2 download)
Download or read book Business Made Simple written by Donald Miller and published by HarperCollins Leadership. This book was released on 2021-01-19 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is this blue book more valuable than a business degree? Most people enter their professional careers not understanding how to grow a business. At times, this makes them feel lost, or worse, like a fraud pretending to know what they’re doing. It’s hard to be successful without a clear understanding of how business works. These 60 daily readings are crucial for any professional or business owner who wants to take their career to the next level. New York Times and Wall Street Journal bestselling author, Donald Miller knows that business is more than just a good idea made profitable – it’s a system of unspoken rules, rarely taught by MBA schools. If you are attempting to profitably grow your business or career, you need elite business knowledge—knowledge that creates tangible value. Even if you had the time, access, or money to attend a Top 20 business school, you would still be missing the practical knowledge that propels the best and brightest forward. However, there is another way to achieve this insider skill development, which can both drastically improve your career earnings and the satisfaction of achieving your goals. Donald Miller learned how to rise to the top using the principles he shares in this book. He wrote Business Made Simple to teach others what it takes to grow your career and create a company that is healthy and profitable. These short, daily entries and accompanying videos will add enormous value to your business and the organization you work for. In this sixty-day guide, readers will be introduced to the nine areas where truly successful leaders and their businesses excel: Character: What kind of person succeeds in business? Leadership: How do you unite a team around a mission? Personal Productivity: How can you get more done in less time? Messaging: Why aren’t customers paying more attention? Marketing: How do I build a sales funnel? Business Strategy: How does a business really work? Execution: How can we get things done? Sales: How do I close more sales? Management: What does a good manager do? Business Made Simple is the must-have guide for anyone who feels lost or overwhelmed by the modern business climate, even if they attended business school. Learn what the most successful business leaders have known for years through the simple but effective secrets shared in these pages. Take things further: If you want to be worth more as a business professional, read each daily entry and follow along with the free videos that will be sent to you after you buy the book.
Author : Beata Woźniak-Jęchorek
Publisher : Routledge
ISBN 13 : 1000202550
Total Pages : 286 pages
Book Rating : 4.0/5 (2 download)
Download or read book Labour Market Institutions and Productivity written by Beata Woźniak-Jęchorek and published by Routledge. This book was released on 2020-10-25 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explains the role of formal labour market institutions in keeping the labour utilisation in Central and Eastern Europe above the level characteristic for Western European states. It provides an innovative and enriching take on labour utilisation at large and how various formal labour market institutions can affect the ongoing trend in labour utilisation in a way that is not covered by the extant literature. The impact of labour market institutions on labour market outcomes is analysed throughout 12 chapters, both from a cross-country perspective and in detailed case-studies, by 21 labour market experts from various CEE countries. Most chapters are based on empirical methods yet are presented in an easy-to-follow way in order to make the book also accessible for a non-scientific audience. The volume explores three key questions: How can labour utilisation be increased by labour market institutions? Which CEE countries managed to create a labour market institutional framework beneficial for labour utilisation? How should the labour market institutions in CEE countries be reformed in order to increase labour utilisation? The book argues that the legacy of transition reforms and a centrally planned past is still relevant in explaining common patterns among CEE countries and concludes that increasing the stock of skills accumulated by the employed and improving utilisation of these skills seems to be the first-best solution to increase labour utilisation. The book will be of interest to post-graduate researchers and academics in the fields of labour economics, regional economics, and macroeconomics as well as scholars interested in adopting an institutional analysis approach. Additionally, due to the broader policy implications of the topic, the book will appeal to policymakers and experts interested in labour economics.
Author : Harvard Business Review
Publisher : Harvard Business Press
ISBN 13 : 1633693090
Total Pages : 157 pages
Book Rating : 4.6/5 (336 download)
Download or read book HBR Guide to Being More Productive (HBR Guide Series) written by Harvard Business Review and published by Harvard Business Press. This book was released on 2017-06-27 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: Productivity starts with you. Every day begins with the same challenge: too many tasks on your to-do list and not enough time to accomplish them. Perhaps you tell yourself to just buckle down and get it all done—skip lunch, work a longer day. Maybe you throw your hands up, recognize you can't do it all, and just begin fighting the biggest fire or greasing the squeakiest wheel. And yet you know how good it feels on those days when you're working at peak productivity, taking care of difficult and meaty projects while also knocking off the smaller tasks that have been hanging over your head forever. Those are the times when your day didn't run you—you ran your day. To have more of those days more often, you need to discover what works for you given your strengths, your preferences, and the things you must accomplish. Whether you're an assistant or the CEO, whether you've been in the workforce for 40 years or are just starting out, this guide will help you be more productive. You'll discover different ways to: Motivate yourself to work when you really don't want to Take on less, but get more done Preserve time for your most important work Improve your focus Make the most of small pockets of time between meetings Set boundaries with colleagues—without alienating them Take time off without tearing your hair out Arm yourself with the advice you need to succeed on the job, with the most trusted brand in business. Packed with how-to essentials from leading experts, the HBR Guides provide smart answers to your most pressing work challenges.
Author : Mike Schultz
Publisher : John Wiley & Sons
ISBN 13 : 1118875060
Total Pages : 263 pages
Book Rating : 4.1/5 (188 download)
Download or read book Insight Selling written by Mike Schultz and published by John Wiley & Sons. This book was released on 2014-04-30 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: What do winners of major sales do differently than the sellers who almost won, but ultimately came in second place? Mike Schultz and John Doerr, bestselling authors and world-renowned sales experts, set out to find the answer. They studied more than 700 business-to-business purchases made by buyers who represented a total of $3.1 billion in annual purchasing power. When they compared the winners to the second-place finishers, they found surprising results. Not only do sales winners sell differently, they sell radically differently, than the second-place finishers. In recent years, buyers have increasingly seen products and services as replaceable. You might think this would mean that the sale goes to the lowest bidder. Not true! A new breed of seller—the insight seller—is winning the sale with strong prices and margins even in the face of increasing competition and commoditization. In Insight Selling, Schultz and Doerr share the surprising results of their research on what sales winners do differently, and outline exactly what you need to do to transform yourself and your team into insight sellers. They introduce a simple three-level model based on what buyers say tip the scales in favor of the winners: Level 1 "Connect." Winners connect the dots between customer needs and company solutions, while also connecting with buyers as people. Level 2 "Convince." Winners convince buyers that they can achieve maximum return, that the risks are acceptable, and that the seller is the best choice among all options. Level 3 "Collaborate." Winners collaborate with buyers by bringing new ideas to the table, delivering new ideas and insights, and working with buyers as a team. They also found that much of the popular and current advice given to sellers can damage sales results. Insight Selling is both a strategic and tactical guide that will separate the good advice from the bad, and teach you how to put the three levels of selling to work to inspire buyers, influence their agendas, and maximize value. If you want to find yourself and your team in the winner's circle more often, this book is a must-read.
Author : Michael C. Mankins
Publisher : Harvard Business Review Press
ISBN 13 : 1633691772
Total Pages : 223 pages
Book Rating : 4.6/5 (336 download)
Download or read book Time, Talent, Energy written by Michael C. Mankins and published by Harvard Business Review Press. This book was released on 2017-02-14 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing Your Scarcest Resources Business leaders know that the key to competitive success is smart management of scarce resources. That's why companies allocate their financial capital so carefully. But capital today is cheap and abundant, no longer a source of advantage. The truly scarce resources now are the time, the talent, and the energy of the people in your organization--resources that are too often squandered. There's plenty of advice about how to manage them, but most of it focuses on individual actions. What's really needed are organizational solutions that can unleash a company's full productive power and enable it to outpace competitors. Building off of the popular Harvard Business Review article "Your Scarcest Resource," Michael Mankins and Eric Garton, Bain & Company experts in organizational design and effectiveness, present new research into how you can liberate people's time, talent, and energy and unleash your organization's productive power. They identify the specific causes of organizational drag--the collection of institutional factors that slow things down, decrease output, and drain people's energy--and then offer a pragmatic framework for how managers can overcome it. With practical advice for using the framework and in-depth examples of how the best companies manage their people's time, talent, and energy with as much discipline as they do their financial capital, this book shows managers how to create a virtuous circle of high performance.
Author : Alexandra Watkins
Publisher : Berrett-Koehler Publishers
ISBN 13 : 1626561885
Total Pages : 87 pages
Book Rating : 4.6/5 (265 download)
Download or read book Hello, My Name Is Awesome written by Alexandra Watkins and published by Berrett-Koehler Publishers. This book was released on 2014-09-15 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you'll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.
