The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a fresh way of doing business - a method that is simultaneously socially responsible and far effective than 'old' marketing. This title presents that fresh way.

A guide which explains how to create advertising that works, how to run an agency, how to write successful copy, and what the future holds for the advertising industry.

Explores the links between Hollywood and the fast food trade, and the tactics used to target ever younger consumers. This title is a meticulously researched account.

Explores how successful companies create experiences that engage customers in an inherently personal way. This book features an insightful approach for companies to script and stage compelling experiences. It helps create experiences that create memorable impressions and transformations within individuals.

Aims to provide practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology, and linguistics, this title combines academic rigor with real-world results to provide research tools - metaphor elicitation, response latency, and implicit association techniques. It demonstrates how innovators can use these tools.

Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.

Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart, while sharing strategies on establishing credibility and implementing a slow PR build.

Shows how a new breed of company is reinventing the rules of competition, dominating its market by choosing one of three values: best total cost, best product, or best total solution. This text demonstrates how this concept works.

A discussion of how modern advertising attempts to control our thoughts and desires in order to make us buy the products it produces.

Demonstrates why outstanding companies that had their competitive antennae up, listened astutely to customers, and invested aggressively in new technologies still lost their market dominance. Drawing on patterns of innovation in a variety of industries, this book argues that good business practices can, nevertheless, weaken a great firm.

Described by Naomi Klein as 'Brilliant and hilarious', Jennifer Government is a thriller for the No Logo generation.

Looks at the history of advertising. This book covers online advertising, and gives you advertising guidance for traditional media and the possibilities of new media and technologies. It helps you learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.

Bestselling author Harry Beckwith reveals how businesses need to think, plan, communicate and best serve clients in this 'tool kit' for putting together an effective marketing plan.

In this text, Bernd Schmitt claims that what consumers want are products, communications and campaigns that arouse the senses, touch their hearts, and stimulate their minds. He also explains that marketers can transform a product or service from a one-time purchase to a daily part of life.

The totally revised edition of a groundbreaking bestseller, first published in 1986, provides information and guidance in starting and maintaining a small business or franchise in the 1990s.

Written by the acclaimed Silicon Valley journalist who co-founded Wired and founded The Industry Standard , this book explains how the search industry is changing the way we live in profound and unpredictable ways. It contains interviews with some of the biggest names at the top companies including Google founders Larry Page and Sergey Brin.

Presents a series of models, tools and frameworks that management teams can adapt to increase market share and create a sustainable platform for increasing shareholder value.

Demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of various kinds. This book also reveals the best route to court those in the media and getting your message into their reporting.

An instructional guide for starting and growing a successful service business. It gives you effective techniques for creating relentless demand and endless leads. It includes more than 200 proven marketing strategies for attracting new clients, earning more referrals, and building profitable, long-lasting professional relationships.