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Author: Austin McGhie
Publisher: Advantage Media Group
ISBN: 1599323273
Category : Business & Economics
Languages : en
Pages : 285
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Book Description
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
Author: Austin McGhie
Publisher: Advantage Media Group
ISBN: 1599323273
Category : Business & Economics
Languages : en
Pages : 285
Get Book Here
Book Description
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
Author: Fred P. Hochberg
Publisher: Avid Reader Press / Simon & Schuster
ISBN: 1982127376
Category : Political Science
Languages : en
Pages : 336
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Book Description
“A sprightly and clear-eyed testimonial to the value of globalization” (The Wall Street Journal) as seen through six surprising everyday goods—the taco salad, the Honda Odyssey, the banana, the iPhone, the college degree, and the blockbuster HBO series Game of Thrones. Trade allows us to sell what we produce at home and purchase what we don’t. It lowers prices and gives us greater variety and innovation. Yet understanding our place in the global trade network is rarely simple. Trade has become an easy excuse for struggling economies, a scapegoat for our failures to adapt to a changing world, and—for many Americans on both the right and the left—nothing short of a four-letter word. But as Fred P. Hochberg reminds us, trade is easier to understand than we commonly think. In Trade Is Not a Four-Letter Word, you’ll learn how NAFTA became a populist punching bag on both sides of the aisle. You’ll learn how Americans can avoid the grim specter of the $10 banana. And you’ll finally discover the truth about whether or not, as President Trump has famously tweeted, “trade wars are good and easy to win.” (Spoiler alert—they aren’t.) Hochberg debunks common trade myths by pulling back the curtain on six everyday products, each with a surprising story to tell: the taco salad, the Honda Odyssey, the banana, the iPhone, the college degree, and the smash hit HBO series Game of Thrones. Behind these six examples are stories that help explain not only how trade has shaped our lives so far but also how we can use trade to build a better future for our own families, for America, and for the world. Trade Is Not a Four-Letter Word is the antidote to today’s acronym-laden trade jargon pitched to voters with simple promises that rarely play out so one-dimensionally. Packed with colorful examples and highly digestible explanations, Trade Is Not a Four-Letter Word is “an accessible, necessary book that will increase our understanding of trade and economic policies and the ways in which they impact our daily lives” (Library Journal, starred review).
Author: Chris Jericho
Publisher: Da Capo Press
ISBN: 0306825066
Category : Self-Help
Languages : en
Pages : 243
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Book Description
New York Times bestselling author and six-time WWE champion Chris Jericho shares 20 of his most valuable lessons for achieving your goals and living the life you want. Chris Jericho has known what he wanted out of life since he was a teenager: to be a pro wrestler and to be in a rock 'n' roll band. Most of his high school friends felt that he lacked the tools necessary to get into either, but Chris believed in himself. With the wise words of Master Yoda echoing through his head ("Do or do not. There is no try."), he made it happen. As a result, Chris has spent a lifetime doing instead of merely trying, managing to achieve his dreams while learning dozens of invaluable lessons along the way. No Is a Four-Letter Word distills more than two decades of showbiz wisdom and advice into twenty easy-to-carry chapters, including: Developing a strong work ethic thanks to WWE chairman Vince McMahon, Remembering to always look like a star from Gene Simmons of KISS, Learning to let it go when the America's Funniest Home Videos hosting gig goes to his rival, Adopting a sense of perpetual reinvention from the late David Bowie, Making sure to sell himself like his NHL-legend father Ted Irvine taught him, and Going the extra mile to meet Keith Richards (with an assist from Jimmy Fallon). Now, in the hopes that those same principles might help and inspire his legions of fans, Chris has decided to share them while recounting the fantastic and hilarious stories that led to the birth of these rules. The result is a fun, entertaining, practical, and inspiring book from the man with many scarves but only one drive: to be the best. After reading No Is a Four-Letter Word, you'll discover that you might have what it takes to succeed as well...you just need to get out there and do it. That's what Jericho would do.
Author: J. Daniels
Publisher: Forever
ISBN: 9781455566075
Category : Fiction
Languages : en
Pages : 0
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Book Description
"Get ready for Trouble" (R.S. Grey, USA Today bestselling author) in this New York Times bestseller about starting over, finding love, and embracing life's second chances. Sydney Paige was never so mortified to hear the words "wrong number" in her life. She meant to tell off the guy who broke her best friend's heart, but unleashed her anger on a perfect stranger instead. And now her world is turned upside down by the captivating man who wants to keep her on the line. Brian Savage is living a life he's quickly come to hate-until Sydney's wild rant has him hooked and hungry for more. Soon the sexy woman on the phone becomes the lover in his bed. But Brian has secrets, and the closer he lets Syd get, the harder it is to shield her from the devastating mistakes of his past.
Author: Claire Calman
Publisher: Random House
ISBN: 0552998532
Category : London (England)
Languages : en
Pages : 323
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Book Description
Calman's heroine Bella is trying to remember what sex is like. Wasn't it something that happened somewhere between the talking-and-going-out-to-dinner bit and the sobbing-and-eating-too-many-biscuits bit? But she is determined to fall off her sexual wagon before she becomes a virgin again ("all sealed over like pierced ears if you don't wear earrings for too long"). But there's one thing Bella is not prepared to hear again: the "L" word. Her body might be making hormonal demands, but she's resolute in not wanting the emotional baggage of love again. Nobody will be surprised, of course, to learn that she's back up to her neck in romantic trouble again--and why is it she always ends up with the wrong kind of man?
Author: Daryl Weber
Publisher: Red Wheel/Weiser
ISBN: 1632659859
Category : Business & Economics
Languages : en
Pages : 253
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Book Description
"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.
Author: Chkoniya, Valentina
Publisher: IGI Global
ISBN: 1799831175
Category : Business & Economics
Languages : en
Pages : 546
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Book Description
Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthropology and consumer research have long been separated; however, it is now believed that joining them will lead to a more profound knowledge and understanding of consumer behaviors and will lead to further understanding and predictions for the future. Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior is a cutting-edge research publication that examines an anthropological approach to the study of the consumer and as a key role to the development of societies. The book also provides a range of marketing possibilities that can be developed from this approach such as understanding the evolution of consumer behavior, delivering truly personalized customer experiences, and potentially creating new products, brands, and services. Featuring a wide range of topics such as artificial intelligence, food consumption, and neuromarketing, this book is ideal for marketers, advertisers, brand managers, consumer behavior analysts, managing directors, consumer psychologists, academicians, social anthropologists, entrepreneurs, researchers, and students.
Author: Alberto Ferreira
Publisher: Morgan Kaufmann
ISBN: 0128025956
Category : Computers
Languages : en
Pages : 244
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Book Description
Universal UX Design: Building Multicultural User Experience provides an ideal guide as multicultural UX continues to emerge as a transdisciplinary field that, in addition to the traditional UI and corporate strategy concerns, includes socio/cultural and neurocognitive concerns that constitute one of the first steps in a truly global product strategy. In short, multicultural UX is no longer a nice-to-have in your overall UX strategy, it is now a must-have. This practical guide teaches readers about international concerns on the development of a uniquely branded, yet culturally appealing, software end-product. With hands-on examples throughout, readers will learn how to accurately predict user behavior, optimize layout and text elements, and integrate persuasive design in layout, as well as how to determine which strategies to communicate image and content more effectively, while demystifying the psychological and sociopolitical factors associated with culture. The book reviews the essentials of cognitive UI perception and how they are affected by socio-cultural conditioning, as well as how different cultural bias and expectations can work in UX design. - Teaches how to optimize design using internationalization techniques - Explores how to develop web and mobile internationalization frameworks - Presents strategies for effectively reaching a multicultural audience - Reviews the essentials of cognitive UI perception and the related effects of socio-cultural conditioning, as well as how different cultural bias and expectations can work in UX design
Author: Martin Kornberger
Publisher: Cambridge University Press
ISBN: 0521898269
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
Author: Susan Fournier
Publisher: Routledge
ISBN: 1136470972
Category : Business & Economics
Languages : en
Pages : 501
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Book Description
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
