Advertising Books

Book Synopsis‘Of course it’s a bloody lie. It’s an advertising campaign.’ James Marlowe has a gift for selling people things they don’t need. As he strives to meet the demands of rival colleagues, amoral clients and his young family, James has to raise his game. A cocktail of cocaine and alcohol fuels his ambition, but when body and mind can’t take any more, he plunges into a surreal world darker than the one he’s fallen from. ‘Grippingly dark and ultimately moving.’ Alison Moore ‘A little Mad Men and a lot American Psycho.’ The SkinnyTrade Review ‘The Zoo intrigued me from the very first page. Jamie Mollart’s debut novel is a grippingly dark and ultimately moving story about exploitation, destruction and the possibility of redemption.’‘This was a book I read quickly and avidly.’ * New Books Magazine *‘The Zoo is dark and relentless in its bleak portrayal of modern day consumerism and the effects we all ignore.’ * We Love This Book *‘The journey may be somewhat exhausting, but it feels worthwhile, and we don’t lose hope that there will be a happy ending to this human and psychological thriller.’ * Book Oxygen *‘One of those rare books that you have to read a second time the moment you reach the end – no small feat for a debut novel. This could well be the next Bret Easton Ellis.’ * Staff recommendation, Waterstones Leicester *‘A little Mad Men and a lot American Psycho.’ * The Skinny *

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Book SynopsisDavid Ogilvy is 'The Father of Advertising' and in this new format of his seminal classic, he teaches you how to sell anything.'The most sought-after wizard in the advertising business.' Times MagazineFrom the most successful advertising executive of all time comes the definitve guide to the art of any sale.Everything from writing successful copy to finding innovative ways to engage people and from identifying with your audience to the various ways to sell a lifestyle, Ogilvy on Advertising looks at what sells, what doesn't and why. And, in doing so, he teaches what you can do to sell the most brilliant item of all... yourself.From a titan of not just the advertising industry, but the business world, this book is David Ogilvy's final word on what you're doing wrong in any pitch and how you can finally fix it.

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Book SynopsisAttention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers.In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the 'attention merchants', contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to TV's golden age to our present age of radically individualized choices, the business model of 'attention merchants' has always been the same. He describes the revolts that have risen against these relentless attempts to influence our consumption, from the remote control to FDA regulations to Apple's ad-blocking OS. But he makes clear that attention merchants grow ever-new heads, and their means of harvesting our attention have given rise to the defining industries of our time, changing our nature - cognitive, social, and otherwise - in ways unimaginable even a generation ago.Trade Review[Tim Wu] writes books that make a big impact... The Attention Merchants is a sobering and significant book. * John Naughton, The Guardian *'Wu writes about the uglier consequences of our great migration to the web with the bruised zeal of an ex-millenarian.' * The Times *'Wu is much better than most, partly because he is a sceptic, but mainly because he has narrative flair and an eye for the most telling examples.' * The Sunday Times *In this revelatory book, Tim Wu tells the story of how advertisers and programmers came to seize control of our eyes and minds. The Attention Merchants deserves everyone's attention. * Nicholas Carr, author of THE SHALLOWS *[Wu] could hardly have chosen a better time to publish a history of attention-grabbing... He traces a sustained march of marketers further into our lives. * Financial Times *'Wu's book ... record[s] the extraordinarily successful attempts by advertisers to occupy more and more of our attention over the past 100 years.' * Ben Tarnoff, The Guardian *I couldn't put this fascinating book down. Gripping from page one with its insight, vivid writing, and panoramic sweep, [it] is also a book of urgent importance, revealing how our preeminent industries work to fleece our consciousness rather than help us cultivate it. * Amy Chua, Yale Law Professor and author of BATTLE HYMN OF THE TIGER MOTHER *A profoundly important book... Attention itself has become the currency of the information age, and, as Wu meticulously and eloquently demonstrates, we allow it to be bought and sold at our peril. * James Gleick, author of TIME TRAVEL: A HISTORY *The question of how to get people to care about something important to you is central to religion, government, commerce, and the arts. For more than a century, America has experimented with buying and selling this attention, and Wu's history of that experiment is nothing less than a history of the human condition and its discontents. -- Cory Doctorow * BOING BOING *Forget subliminal seduction: every day, we are openly bought and sold, as this provocative book shows. * Kirkus *[A] startling and sweeping examination of the increasingly ubiquitous commercial effort to capture and commodify our attention * New Republic *Illuminating * New York Review of Books *[An] energetic and original new book * London Review of Books *

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Book SynopsisBefore you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. 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.Trade Review"This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy - and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is."- Rory Sutherland, columnist for The Spectator and Executive Creative Director, Ogilvy One. "Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you - using simple words and examples that real people can understand." - Dave Trott - creative director, author of Predatory Thinking and founder of three creative agencies. "In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing." - Mark Ritson, columnist for Marketing Week and Professor at Melbourne business school. "At last someone has written a commonsense, practical guide to using behavioural science to sell things. It is backed by lots of research and working examples drawn from the author's own experience and his encyclopedic knowledge of the industry. In short, this is a classic advertising textbook in the making." --Steve Harrison, British copywriter, creative director and author. "Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical." - Seth Godin, author of `All Marketers are Liars'. "Comprehensive, compelling and immensely practical, the Choice Factory brings the building blocks of behaviour change together in one place." - Richard Huntington, Chairman & Chief Strategy Officer, Saatchi & Saatchi "A top-class guide for those who want to put BE to work, rather than just illuminate their journey to work." - Mark Earls, author of 'Herd'. "A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions. Synthesizing a vast body of research, live experiments and numerous examples, he shows that there is a bias for every occasion and how to use them as tools to craft better communications." - Faris Yakob, author of Paid Attention. "The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own." - Ian Leslie, author of 'Born Liars' and `Curious'. "Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry." - Phil Barden, author of 'Decoded: The Science Behind Why We Buy'. "Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining." - Dominic Mills, ex-editor of Campaign. "If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you - is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers." -Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters. "The Choice Factory is every bit as good as I hope I have managed to convey...Any marketers already sold on the value of behavioural science will find plenty here to encourage further optimism and confidence in its use." - John Hildrew, Rouser. "Exceptionally easy to read and, then, to apply the lessons learned, I have seldom read such a useful business book." - Iain Robertson, Business Money magazine. "I would therefore recommend this book to the whole marketing profession as it will enable us all to stand back and consider how we influence consumers to buy products or participate in market research. Well worth the read!" - Alan Wilson, University of Strathclyde.Table of ContentsPreface Introduction The 25 Biases 1. The Fundamental Attribution Error 2, Social Proof 3. Negative Social Proof 4. Distinctiveness 5. Habit 6. The Pain of Payment 7. The Danger of Claimed Data 8. Mood 9. Price Relativity 10. Primacy Effect 11. Expectancy Theory 12. Confirmation Bias 13. Overconfidence 14. Wishful Seeing 15. Media Context 16. The Curse of Knowledge 17. Goodhart's Law 18. The Pratfall Effect 19. Winner's Curse 20. The Power of the Group 21. Veblen goods 22. The Replicability Crisis 23. Variability 24. Cocktail Party Effect 25. Scarcity Ethics Conclusion References Further reading Index

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Book SynopsisInclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.Trade Review'Invaluable' - Creative Review'Hands down the best creative advertising book I have ever read!' - Inspired Magazine'Sound advice for advertising creatives' - Communication ArtsTable of Contents1: Basic Tools; 2: The Strategy; 3: Print; 4: The Campaign; 5: The Tagline; 6: Generating Strategies & Ideas; 7: TV; 8: Ambient; 9: Interactive; 10: Social; 11: Copy; 12: Radio; 13: Integrated; 14: Execution; 15: Presenting & Selling Your Work; 16: The Student Book; 17: Conclusion

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Book SynopsisBedevilled by the demons of self-doubt, fear of failure or lack of inspiration? Lay waste to your mind-forged monsters with the help of Creative Demons and How to Slay Them. If you've ever embarked on a creative endeavour, then there's a good chance you'll have been bedevilled by self-doubt, fear of failure or a lack of inspiration at some point along the way. This book will help you to banish those mind-forged monsters one by one, no matter how grotesque or scary they may be. Drawing on inspirational anecdotes from art, philosophy, neuroscience, nature, music and contemporary culture, creativity expert Richard Holman provides you with your very own mental armoury to see you through every stage of the creative process. By learning through the experiences of such creative luminaries as Leonardo da Vinci, Marina Abramovic, J.K. Rowling, Dr Seuss and Herbie Hancock, you'll find out how best to overcome the perils of procrastination, the sting of criticism, the seductive tug of convention or the gnawing feeling that you're not up to it. It's time to say farewell to your demons and make your next creative project the very best it can be.

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Book SynopsisIn 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a “must-have” book for people in advertising and marketing, it is also a “should-have” for anyone who needs to involve or influence people, by webpage, on paper, or in person.Trade ReviewThe Copy Book convinced me that everyone in business should study the art of copywriting. * Fortune.com *

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Book SynopsisGleaned from thousands of images, this book offers the best of American print advertising in the age of the “Big Idea.” From the height of American consumerism, bold and colorful campaigns paint a fascinating portrait of the 1950s and ’60s, as concerns about the Cold War gave way to the carefree booze-and-cigarettes capitalism of the Mad Men era.Digitally remastered for optimum reproduction quality, the ads burst with crisp fonts and colors, as well as a sexy sense of possibility, beguiling their audience to buy everything from guns to girdles, cars to toothpaste, air travel to home appliances. At turns startling, amusing and inspiring, this panorama of midcentury marketing is at once an evocative period piece and a showcase of design innovation and advertising wit.Trade Review“If you’re a graphic design nerd, a marketing guru looking for a coffee table book or just a lover of pop Americana, trust us, you want this for your collection.” * Huffingtonpost.com *“An alluring time capsule of the era.” * The Boston Globe *“The ads themselves, besides being graphically stunning, are as eloquent about mid-century Americans as any eyewitness report.” * The Wall Street Journal *

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Book SynopsisRobert McKee & Thomas Gerace's new book Storynomics translates the lessons of storytelling in business into economic and leadership success

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Book SynopsisThe Illusion of Choice identifies the 161/2 most important psychological biases that everyone in business needs to be aware of today - and shows how any business can take advantage of these to win customers, retain customers and sell more.

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Book SynopsisFirst collected by his devoted family and colleagues as a 75th birthday present, The Unpublished David Ogilvy collects a career's worth of public and private communications - memos, letters, speeches, notes and interviews - from the 'Father of Advertising' and founder of Ogilvy & Mather. Still fizzing with energy and freshness more than 25 years after it was first published, its success outside the private circle of friends and colleagues it was created for was, in the words of one of its editors: 'because so often he spoke out on important matters long before the crowd caught up to him; because all of what he says, he says so well; because so little of what he says in the book had ever before appeared in print'. It includes The Theory and Practice of Selling the AGA Cooker, described by Fortune magazine as 'the finest sales instruction manual ever written', and an interview in which he makes disclosures that even long-standing associates had never heard before. This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management and creativity, presented in his trademark crisp prose. Whether carefully prepared for a lecture or as a private joke to a friend, his writing always underlines the importance of the rule, 'it pays an agency to be imaginative and unorthodox'.Trade ReviewPraise for Confessions of an Advertising Man: 'Still fresh - full of pithy points about not only advertising but also business * Evening Standard *Ogilvy is the creative force of modern advertising * New York Times *Small wonder that his staff treasured his sayings and could turn up memos decades later. Of what other company chief could that be said? * Yorkshire Post *The Father of Advertising not only reveals much about his distinctive approach to his profession, but also offers a practical masterclass in clear English as a critical business tool. That it comes from a marketing man, a profession too often associated in the popular mind with obfuscation and misdirection, makes it all the more impressive. -- Marc Sidwell * City AM *The king of advertising dispenses sound sense -- Robert McCrum * Observer *

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Book SynopsisNo Logo' was a book that defined a generation when it was first published in 1999. For its 10th anniversary Naomi Klein has updated this iconic book.By the time you're twenty-one, you'll have seen or heard a million advertisements. But you won't be happier for it.This is a book about that much-maligned, much-misunderstood generation coming up behind the slackers, who are being intelligent and active about the world in which they find themselves. It is a world in which all that is alternative' is sold, where any innovation or subversion is immediately adopted by un-radical, faceless corporations. But, gradually, tentatively, a new generation is beginning to fight consumerism with its own best weapons; and it is the first skirmishes in this war that this abrasively intelligent book documents brilliantly.Trade Review‘The Das Kapital of the growing anti-corporate movement’ Guardian ‘A riveting, conscientious piece of journalism and a strident call to arms. Packed with enlightening statistics and extraordinary anecdotal evidence, “No Logo” is fluent, undogmatically alive to its contradictions and omissions and positively seethes with intelligent anger.’ Sam Leith, Observer ‘A fascinating ride through the history of marketing…Klein brilliantly humanises “No Logo” with fascinating personal stories, her voice firm but never preachy, her argument detailed but never obscure.’ Alex O’Connell, The Times ‘Naomi Klein brilliantly charts the protean nature of consumer capitalism, how it absorbs radical challenges to its dominance and turns them into consumer products.’ Madeleine Bunting, Guardian ‘A sharp and very timely book … A couple of chapters in, your mind is already reeling … convincing and necessary, clear and fresh, calm but unsparing’ Guardian ‘A manifesto and a call to arms that sometimes reads like an Orwellian nightmare’ Financial Times

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Book SynopsisThe Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy-to-understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself.Table of ContentsForeword: The Sugarman Legacy Ray Schultz xv Acknowledgments xix Introduction: The Origin of This Book 1 Section One: Understanding the Process Preview 9 1. General Knowledge 11 2. Specific Knowledge 15 3. Practice, Practice, Practice 23 4. The Purpose of All the Graphic Elements of an Ad 27 5. The First Sentence 31 6. Creating the Perfect Buying Environment 35 7. Resonating with the Reader 39 8. The Slippery Slide 45 9. Assumed Constraints 55 10. Seeds of Curiosity 59 11. Copy as Emotion 65 12. Selling the Concept, Not the Product 71 13. The Incubation Process 77 14. How Much Copy Should You Write? 81 15. The Art of Personal Communication 87 16. The Copy Sequence 93 17. The Editing Process 101 Section Two: Understanding What Works Preview 111 18. Powerful Copy Elements Explained 113 19. The Psychological Triggers 131 20. Selling a Cure, Not Prevention 193 21. Rating Your Writing Level 199 22. Seven Steps to Writing Great Copy 203 Section Three: Proving the Points—Ad Examples Preview 209 23. The Lazy Man’s Way to Riches 211 24. A Fluke of Nature 219 25. Lingerie for Men 227 26. The More You Learn 233 27. A More Stimulating Way 237 28. Magic Baloney 239 29. Pet Plane 243 30. Mail Order Mansion 247 31. Hungarian Conspiracy 251 32. Vision Breakthrough 255 33. Gold Space Chains 259 34. Consumers Hero 263 35. Nautilus Spelling Sale 267 A Note: The Power of Your Pen 271 Section Four: Utilizing Your Copywriting Skills Preview 275 36. Writing for Different Media 277 Epilogue Some Final Thoughts 313 Appendix A Assumed Constraints, Continued 317 Appendix B Seeds of Curiosity, Continued 319 Appendix C Summary of Axioms and Major Points 321 Appendix D Recommended Reading 325 Index 327 About the Author 337

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Book SynopsisHow does advertising work? Does it have to attract conscious attention in order to transmit a ‘Unique Selling Proposition’? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else? In Paul Feldwick’s radical new view, all theories of how advertising works have their uses – and all are dangerous if they are taken too literally as the truth. The Anatomy of Humbug deftly and entertainingly picks apart the historical roots of our common – and often contradictory – beliefs about advertising, in order to create space for a more flexible, creative and effective approach to this fascinating and complex field of human communication. Drawing on insights ranging from the nineteenth-century showman P.T. Barnum to the twentieth-century communications theorist Paul Watzlawick, as well as influential admen such as Bernbach, Reeves and Ogilvy, Feldwick argues that the advertising industry will only be able to deal with increasingly rapid change in the media landscape if it both understands its past and is able to criticise its most entrenched habits of thought. The Anatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.Trade Review“A unique and extraordinary book” -- Rory Sutherland * Ogilvy London *'Buy this book. Reserve an evening or two to settle down with it and prepare for a sensory overload. It really is that good' -- Darren Ingram Media

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Book SynopsisCreativity isn't an occupation, its a preoccupation. It is at the very core of what makes us human. Its also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. This book takes 50 provocations and themes that lie at the heart of creative thinking.

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Book SynopsisA revised and expanded edition of the book described by Books Monthly as an absolute gem. A bible, in fact'. If the future is going to be creative, then Hegarty on Advertising points you in the right direction. Written by one of the world's legendary advertising men, this best-selling book contains five decades' worth of wisdom from the man behind hugely influential campaigns for brands such as Levi's, Audi, Boddingtons and Lynx. In this new and improved edition John Hegarty reveals what lies behind a great idea and effective advertising, the ingredients of a successful brand, the right way and the wrong way to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession. And if that isn't enough, read the final chapters on winemaking and The Garage Soho, a startu

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Book SynopsisWith the cold war ebbing, crime and inflation at record levels, and movie star-turned-President Ronald Reagan launching a Star Wars of his own, the 1980s did not seem likely to become one of the most outrageous, flamboyant, and prosperous decades of the 20th century. The "greed is good" mantra on Wall Street spawned the power-dressing, exercise-obsessed "Me Generation" of Yuppies. The art world enjoyed the influx of capital; computers and video games ruled in the office and at home; and the Rubik's cube craze swept the nation. Leg warmers were big, shoulder pads were bigger and hair was biggest of all. Whether your heart warms nostalgically at the memory of E.T. and marathon Trivial Pursuit sessions; if you think Ghostbusters and break dancing are totally awesome, this book's for you. To all those who still hear the echoes of "I want my MTV": All-American Ads of the 80s will leave you ready to reach out and touch someone. So just do it!Trade Review“While a great visual record of print advertising of the time, it’s also a social history of the products being sold to Reagan’s America.” * Creative Review *

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Book SynopsisGain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.Trade Review""Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field."" * Carol Stuckey, Dean, School of Professional Studies, MCPHS University *""Comprehensive, contextualized and current. Does a great job of balancing solid overview with specific, insightful case examples. An essential addition to any marketer's bookshelf."" * Agnes Nairn, Professor of Marketing, School of Management, University of Bristol *"Gives you the information and insight necessary to implement a great foundation for a successful digital business. And in today's world, every business is a digital business." * Scott Brinker, Editor, chiefmartec.com, author, Hacking Marketing *""A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout."" * Dr Sarah Warnes SFHEA, Principal Teaching Fellow, UCL School of Management *"A must-read for those wishing to become digital marketers or improve their existing knowledge and skills. The book diligently covers the fundamental cornerstones of the modern marketing mix, whilst delivering best practices, advice and real-world case studies from market-leading brands."" * John Horsley, Founder & CEO, Digital Doughnut *""A must-read, whether you're new to online advertising or are already experienced but need a refresher or deep subject dive. Covers all the bases from a human, user point of view. Full of examples and case histories - and it's readable too!"" * Bob Wootton, Principal, Deconstruction and Mediatel columnist *""This book seeks to help the reader both understand digital marketing and develop marketing strategies that work within the digital realm. An attractive, accessible and informative guide with a great affordable price tag to match."" * Darren Ingram, Editor, Darren Ingram Media *Table of Contents Chapter - 01: Introduction - Digital transformation; Chapter - 02: Digital marketing strategy setting; Chapter - 03: Being online: Welcoming the world; Chapter - 04: Search - Being found online; Chapter - 05: Email marketing; Chapter - 06: Mobile marketing; Chapter - 07: Social media; Chapter - 08: Content marketing and native content; Chapter - 09: Programmatic marketing; Chapter - 10: Performance marketing; Chapter - 11: How to form meaningful insights from data

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Book SynopsisJean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he has been a consultant to many European, Asian and American corporations. He is the author of international bestseller New Strategic Brand Management, and Kapferer on Luxury (published by Kogan Page). Vincent Bastien was formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums. He has held senior posts at some of the world's most prestigious luxury brands and was previously Affiliate Professor at HEC Paris, teaching Strategy in Luxury.

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Book SynopsisDavid Ogilvy is well known and respected as the most successful adman of all time. His bestselling book, Ogilvy on Advertising gives valuable advice to young hopefuls and veterans of the industry wanting to improve their success rate.Table of Contents0

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Book SynopsisThis illustrated, extensively updated guide focuses on branded interaction design (BIxD), the brand-oriented design of interactive applications.Trade Review'Amasses a wealth of information and expertise to offer a working framework for any project' - New Design

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Book SynopsisA pictorial and historical guide to London’s old brick adverts

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Book SynopsisConcise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

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Book Synopsis'The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously' Steven Bartlett, author of Happy Sexy Millionaire How did Nike go from being a small sneaker brand to the world's most revered company? Why do its campaigns - from 'Just do it' to the famous Nike swoosh - capture the imaginations of millions worldwide? And what can any founder or marketer learn from them? Greg Hoffman joined Nike as 22-year-old design intern. Over the next thirty years, he would help craft some of the most iconic campaigns in history - for Ronaldo and Serena, Olympic Games and World Cup finals. Now, he unveils a transformative method that will make any brand more creative: emotion by design.'Great story, amazing career, so inspirational . . . I couldn't put it down' Chris Evans'The ultimate playbook to unleash creativity in any team' Jake Humphrey, author of High Performance'An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves' Rory Sutherland, Vice-Chairman of Ogilvy and author of Alchemy'Brilliant . . . Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger' Nir Eyal, author of Hooked'This book made me smile in my soul' Mary Portas'Remarkable . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before' Jonah Berger, author of ContagiousTrade ReviewA brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg helps us see how a commitment to our creative practice can make any story better. -- Seth GodinA transformative and intensely personal journey building one of the world's most important, groundbreaking brands . . . A must-read. -- Laszlo Bock, author of WORK RULES!A gripping insight into the creation of some of the most iconic marketing in history. -- Bruce Daisley, author of THE JOY OF WORKThe marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously. -- Steven Bartlett, author of HAPPY SEXY MILLIONAIRESo inspirational . . . I couldn't put it down. -- Chris EvansThis is the ultimate playbook to unleash creativity in any team - and in turn effect real, transformative change for you and your company. -- Jake Humphrey, author of HIGH PERFORMANCEAn unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves. -- Rory Sutherland, Vice-Chairman, Ogilvy and author of ALCHEMYIn this brilliant book, Greg Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger . . . A must-read for any marketer, businessperson or creative. -- Nir Eyal, author of HOOKED and INDISTRACTABLEReading this book made me smile in my soul, proving that creativity, community and empathy has created one of the greatest brands of our lifetime. -- Mary PortasFilled with remarkable stories . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before. -- Professor Jonah Berger, Wharton Business School, author of CONTAGIOUS

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Book SynopsisIn 1970 Jerry Della Femina wrote this gossip-filled, insider's account of working on Madison Avenueduring the golden age of advertising. It caused a sensation, became a bestseller and establisheditself as a cult classic. Years later, it inspired the multi-award-winning drama Mad Men.Trade ReviewBeyond parody and quite brilliant, it's best read after a three-Martini lunch. * * GQ Magazine * *When there was some debate about whether something was accurate or not, Jerry said "You're not even close. It was so much worse than what you're seeing on the show." -- Matthew Weiner, creator and executive producer of MAD MENNot since The Wire has a series generated as much commentary ad Matthew Weiner's ad-agency drama. Whether dazzled by the promise of buttoned-up sexuality and undone morals or just intoxicated by the cigarette smoke, it is hard not to be drawn in by the long-gone allure of Sterling Cooper. * * Sunday Times * *As close to genius as TV gets. * * Metro * *Smart, cool, funny, knowing, and visually gorgeous. * * Daily Mirror * *The best thing on TV since the Sopranos. * * Grazia * *Yes, it does live up to the hype. * * Independent * *The sharpest, slickest, best-looking drama. * * Shortlist * *A delicious gossip-heavy read about the golden age of advertising . . . a wonderful, knockabout romp. * * GQ Magazine * *Equivalent to spending an evening with Rodger Sterling . . . very funny indeed. * * Time Out * *Jerry Della Femina takes a flame-thrower to the idea that anybody would work in advertising for any other reason than to have a good time . . . a collection of hair-raising escapades, pranks and boorishness, and we are left to think that, even if the work was dull, at least Della Femina and his colleagues had an outrageous amount of fun. * * Times Literary Supplement * *

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Book SynopsisThe wise man knows he doesn't know.The fool doesn't know he doesn't know.Lao TzuIn the West they only respect experts.But the expert mind is the closed mind.Shunryu SuzukiWhat's the most important step in fixing a puncture?It isn't jacking up the car, or taking the wheel off, or finding the puncture.There's something more fundamental than any of those.Something without which you can't even begin to fix a puncture. The most important step is finding out you've got a puncture. Without that you can't do anything.Instead of saying, It's just a bit bumpy, must be the road, and carrying on, you must acknowledge that something has changed and you don't know what that is.If you don't admit you don't know what's happening, you can never find out.If you don't find out, you can never change it.The most important step, always, is admitting you don't know.That's the power of ignorance.In this latest collection of real-life stories, Dave Trott provides lessons about problem solving and creative thinking that can be applied in advertising, business, and the wider world. With his trademark wit, wisdom and critical eye, he shows how great problem solvers and creative thinkers are those who are not afraid to say I don't know.

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Book SynopsisWonderful book which I couldn''t put down. - Charlie Marshall, CEO & Founder, LoafA healthy blast of brutally honest common sense. - Rory Sutherland, Vice Chairman, Ogilvy UKThis needs to be in all marketing/communication colleges. - Malcolm Poynton, Executive Global Chief Creative Officer, Cheil WorldwideThe Brand Book provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. Entertainingly written in jargon-free language, the author draws on her experiences of creating new brand strategies across a wide range of categories. Real world examples and case studies, including images from well-known brand campaigns, are used to illustrate the principles that underpin the best of brand practice. The final chapter includes handy templates and checklists to help you develop your own brand.*A number one bestseller in branding and logo design* November 2022

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Book SynopsisFrom the authors of the internationally-bestselling business classic The Challenger Sale''A handbook of practices that will help you get into your customers'' heads, deliver good value, and win the sale'' Daniel H. Pink, author of To Sell is Human and Drive---------------------------------------------------------------In The Challenger Sale, Matthew Dixon and Brent Adamson overturned decades of conventional wisdom with a bold new approach to sales. Now they reveal something even more surprising: the highest-performing sales teams don''t focus on friendly, attentive customers. Instead, they target challenger customers.Challenger customers are sceptical, less interested in meeting and ultimately indifferent as to who wins the deal. But they also have the credibility, persuasive skill and will to challenge the status quo that will get a deal to the finish line far more often than customers who are easier tTrade ReviewA handbook of practices that will help you get into your customers' heads, deliver good value and win the sale * Daniel H. Pink, author of To Sell is Human and Drive *I love it. This book will set the tone for years of work to come. The CEB team has just added the HOW to the WHAT that we have all been searching for since we launched into the Challenger journey * Mitch Little, vice president, worldwide sales and applications, Microchip Technology Inc. *An essential new way to think about the sale * Seth Godin, author, Linchpin *Lays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. What worked in the past is clearly having diminishing returns today and will likely lead to failure in the future * John Graff, vice president, corporate marketing, National Instruments *'Provides evidence-based insights and practical guidance for solving one of today's most pressing commercial challenges: complex decision making within customer organizations. It clearly shows what distinguishes the best sellers and marketing organizations from the rest * Pinder Sahota, general manager, Smith & Nephew *

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Book SynopsisThroughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today’s celebrities who launch their own multi-million dollar brands. There are good reasons for this; we now understand better than ever before the psychological and sociological reasons why apparent frivolity creates serious business benefits. And yet the advertising business today seems reluctant to embrace its powerful links with popular culture. Misled on one side by managerial myths of rationality and logic, and on the other by a cultish misunderstanding of ‘creativity’, it risks forgetting how to appeal to the public, and how to build successful brands. As a result, evidence suggests, today’s advertising is less liked and less effective than ever before. But it is not too late to reverse this trend. Advertisers and agencies who read this book will rediscover why the pedlar sings, and despite what we’ve all been told, why people do buy from clowns. They will be inspired to make their advertising more popular, more famous, more fun again – and much more effective. ‘This is a fabulous book. ...It is possibly the book I would most highly recommend to anyone in marketing.’ Rory Sutherland, Vice Chairman, Ogilvy

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Book SynopsisIf you feel like you’ve got the wrong tone of voice, don’t understand the ins-and-outs of grammar, or just don’t feel confident writing about yourself without sounding like an idiot, read this book. Copywriter Tait Ischia is brief and to the point in an interesting and engaging way. Which is exactly what you want the words on your website/marketing stuff/professional bio to be too, right? Feel confident in what you say and how you say it when you put fingers to the keyboard. Waffling on should really be reserved for weekend breakfast.Trade Review‘A fantastic way to up your copywriting game and grow more confident in your ability to use the right words.’ -- Michael Bascetta, small business owner at Worksmith‘Some of the best copywriting advice I’ve read. A great resource and a good read, too.’ -- Penny Modra, The Good Copy‘[A]n engaging introduction to the world of social media content creating and copyrighting.’ * Reading, Writing and Riesling *‘[T]his is an easy to follow introduction to copywriting by an accomplished Australian author that will provide a solid foundation that may lead to a deeper exploration down the track.’ * Carpe Librum *

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Book Synopsis'Drunk Tank Pink' is a particular shade of pink. In 1979 psychologists discovered that it has an extraordinary effect: if you stare at it for two minutes, you dramatically weaken in strength. In this brilliant study of the strange recesses of our minds, Adam Alter reveals the world is full of such hidden forces that shape our every thought, feeling and behaviour – without us ever realizing. Some letters in product names make us more likely to buy them (nearly all successful brands contain a 'k' sound) We're more likely to be critical if we write in red rather than green biro Your first report at school can determine your future career Understanding these cues is key to smarter decision-making, more effective marketing, and better outcomes for our selves and our societies. Prepare for the most astounding and fast-paced psychology book since Blink and Predictably Irrational.Trade Review'Reading Adam Alter's book will change the way you look at our world.' -- Dan Ariely, author of Predictably Irrational'I've read lots of books about how the brain can be tricked and how the things we think we see are not necessarily the things we are looking at. This is one of the best.' -- William Leith, Evening Standard'The best science book I've read all year...really provocative.' -- Malcolm Gladwell * New York Times *" A fantastic introduction to the wealth of weird and wonderful psychology research that is out there." * Focus magazine *

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Book SynopsisAs McCarthyism swept across the United States and capitalism was king, white America enjoyed a feeling of pride and security that was reflected in advertising. Carelessly flooding society with dangerous misinformation, companies in the 50s promoted everything from vacations in Las Vegas, where guests could watch atomic bombs detonate, to cigarettes as healthy mood-enhancers, promoted by a baby who claims his mother feels better after she smokes a Marlboro. From “The World’s Finest Automatic Washer” to the Cadillac which “Gives a Man a New Outlook,” you’ll find a colorful plethora of ads for just about anything the dollar could buy. Oh, and “Have you noticed how many of your neighbors are using Herman Miller furniture these days?” If only you could really travel back in time and pick up a few chairs for your collection...Trade Review“A rose-tinted trip back to the golden age of advertising.” * ShortList *“Anyone who approaches with questions about how people lived, ate, felt and consumed in earlier decades will find the TASCHEN ad books an excellent investment.” * The Toronto Star *

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Book SynopsisAt the beginning of the decade, America was at war. Patriotism was an integral part of everyday life, with the sentiment mirrored in advertising. As America emerged victorious out of the darkness of World War II in 1945, the economic boom of the era helped usher in the most dramatic rise in quality of life, excess, and consumerism. The war’s end also brought unprecedented pride and prosperity to the American people, and nothing reflects the new wave of consumerism and progress more than the ads of the time. Spending power dramatically increased in the decade’s second half, with plentiful jobs and higher wages. Because of the new GI Bill, affordable housing was made available to returning war veterans for the first time. People were ready to embrace the idea of the American Dream.The postwar era represented a flood of products and services for every need and occasion, reaching every corner of society. Everything from entertainment to travel and automobiles, alcohol and tobacco, fashion and beauty, and food and beverage was in high demand and within reach. This period opened the floodgates of buying as advertisers sought to meet the needs of a population recovering from years of rationing. This engaging collection edited by Jim Heimann dives into the frenetic, lively, and brilliant era of American life and advertising in the 1940s.Trade Review“As mirrors on forties culture and values, this book offers a fascinating glimpse into a formative era of American design.” * Metropolis *

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Book SynopsisVery Short Introductions: Brilliant, Sharp, InspiringMarketing is pivotal in today''s world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company''s offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation''s ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer''s purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.Table of Contents1: The nature of marketing 2: Market research 3: Marketing segmentation, targeting and positioning, and the role of branding 4: Customer and buyer behaviour and the value proposition 5: Marketing promotions (communications) and social media 6: Price and managing channels 7: Product, new product development and service marketing 8: The changing nature of marketing Final reading Index

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Book SynopsisA novel investigation of pro bono marketing and the relationship between goods, exploring the complex moral dimensions of philanthropic advertising. The advertising industry may seem like one of the most craven manifestations of capitalism, turning consumption into a virtue. In Tangled Goods, authors Iddo Tavory, Sonia Prelat, and Shelly Ronen consider an important dimension of the advertising industry that appears to depart from the industry's consumerist foundations: pro bono ad campaigns. Why is an industry known for biting cynicism and cutthroat competition also an industry in which people dedicate time and effort to doing good? Interviewing over seventy advertising professionals and managers, the authors trace the complicated meanings of the good in these pro bono projects. Doing something altruistic, they show, often helps employees feel more at ease working for big pharma or corporate banks. Often these projects afford them greater creative leeway than they normally have, aTrade Review“If the road to hell is paved with good intentions, Tavory et al. reveal that the path to heaven is paved with morally ambiguous and flexible ones. This book is a true pleasure to read, and it opens exciting paths for future research.” -- Hannah Wohl, author of Bound by Creativity: How Contemporary Art Is Created and Judged“The authors offer a subtle analysis of the practices of pro-bono advertising that opens a window into the social world of advertising and of corporate social responsibility, as well as a thoughtful and compassionate account of the human and moral dimension of life in business. This work is an original contribution to cultural sociology and the sociology of values and valuation.” -- Monica Krause, author of The Good Project: Humanitarian NGOs and the Fragmentation of ReasonTable of Contents1. Advertising for Good 2. Morality in Pro Bono Work 3. Good Work; or, The Gift of Unalienated Labor 4. The Elephant in the Field: Awards and Recognition 5. Curatorial Work: Managers and Organizational Pressures 6. Navigating Goods: Boundaries and Bridges 7. Evaluating Goods: Questions of Measurement 8. Tangled Goods Acknowledgments Appendix: Notes on Method Notes References Index

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Book SynopsisRecently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.--Alan G. Sawyer, University of FloridaEffective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:* Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.Trade Review“Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.” -- Alan G. Sawyer"Tellis offers incredible insight into understanding when, how, and why advertising works - all in fewer that 200 pages! Drawing from an extensive review of the literature, Tellis synthesizes results into a highly readable set of conclusions, focusing on advertising′s effects on behavior and sales / market share that result from initial and subsequent exposures." -- ChoiceTable of Contents1. EVALUATING ADVERTISI NG IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS 2. SWEET, SECRET WORKINGS OF ADVERTISING MYTHS ABOUT ADVERTISING EFFECTIVENESS TRUTH ABOUT ADVERTISING 3. A GENERAL THEORY OF FIRMS′ ADVERTISING WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY 4. MEASURES OF ADVERTISING′S EFFECTIVENESS DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES MODELS OF THE HIERARCHY OF EFFECTS 5. RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS LABORATORY EXPERIMENT FIELD APPROACH HYBRID APPROACHES 6. MARKET EFFECTS OF ADVERTISING INTENSITY CLASSIFICATION OF STUDIES FINDINGS ABOUT ADVERTISING WEIGHT FINDINGS ABOUT ADVERTISING ELASTICITY FINDINGS ABOUT AD FREQUENCY 7. ADVERTISING′S DYNAMIC AND CONTENT EFFECTS FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT FINDINGS ABOUT AD CONTENT 8. ADVERTISING AS PERSUASION ROUTES OF PERSUASION LOW INVOLVEMENT OR PASSIVE PROCESSING REPETITION IN PERSUASION 9. ARGUMENT IN ADVERTISING HOW ARGUMENT PERSUADES AGRUMENT STRATEGY 10. EMOTION IN ADVERTISING HOW DO EMOTIONS WORK? WHEN DO EMOTIONS WORK? METHODS OF AROUSING EMOTIONS ROLE OF SPECIFIC EMOTIONS 11. ENDORESEMENT IN ADVERTISING TYPES OF ENDORSERS WHY ENDORSEMENTS WORK WHEN TO USE ENDORSERS STRATEGIC IMPLICATIONS COLLECTION OF SINGLE SOURCE DATA

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Book SynopsisIdeas don?t come from nothing. They come from what is already inside people?s brains.And so it?s not true to say that people have ideas. In fact, ideas have people.The more you read, watch, observe and consume, the more fuel for ideas you have in your brain, and the more ideas will happen for you.In this latest collection of stories about creativity in real-life situations, Dave Trott shows where great ideas have come from?as a guide for those who have to generate ideas in advertising, business, or the wider world.

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Book SynopsisStrategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand: The definition, purpose, and practical implementation of a content marketing programme The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives The most effective and valued forms of content marketing and how they are structured aTrade ReviewWhat an incredible balance of education, definitions, frameworks, and industry updates combined with real-world examples and practical advice from years in the field. Put a seasoned, award-winning content marketing professional and an established leader in higher education, and you’ll get a book students will absorb in class and keep post-graduation. Cathy McPhillips – Chief Growth Officer, Marketing Artificial Intelligence Institute ‘With overly simplistic idioms like "content is king" and the rapid growth in generative AI technology, many think that content marketing is easy ("everyone’s a marketer"). Quite the contrary, truly excellent content marketing requires strategic thinking, journalistic storytelling and, most importantly, a passion and curiosity to understand your customer and the challenges they face. With this first-ever content marketing textbook written by two authors with decades of experience in the trenches, instructors, students, and practitioners are now armed with an invaluable guide to plan and execute effective content marketing programs.’ John Graff – Chief Marketing Officer and Lecturer, McCombs School of Business, The University of Texas at Austin ‘Dan and Rebecca created a book that connects established theory with modern practice. Students who reviewed this book valued the ideas and said the content was unlike anything they had seen in their previous marketing and communication courses.’ Craig Davis – Professor of Strategic Communication at Ohio University and former advertising agency executive ‘I've known Dan for more than a decade and hired around a dozen of his former students. He has an uncanny ability to connect communication theory to real-world situations in a way that empowers students to apply what they learn and immediately jumpstart their careers.’ Heather Whaling – Founder and President, Geben Communication Table of ContentsForeword. Chapter 1: Content Marketing Myths. Section 1: Content Strategy. Chapter 2: New Product Development and Positioning and its Role in Content Marketing. Chapter 3: Buyer Personas and Their Role in Content Marketing. Chapter 4: Content Marketing Planning and Integrated Marketing. Chapter 5: Creating Persuasive Content. Section 2: Content Delivery. Chapter 6: Earned Media and Its Role in Content Marketing. Chapter 7: Digital Owned Media (Part 1). Chapter 8: Digital Owned Media (Part 2). Chapter 9: Product Collateral and its Role in Content Marketing. Chapter 10: Two Common B2B Content Marketing Types. Section 3: Content Marketing Measurement, The Role of AI, and Career Outlook. Chapter 12: The Future of Content Marketing.

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Book SynopsisThis book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with theTable of ContentsPart 1 Introduction and Marketing Planning 1. The essence of marketing 2. The strategic marketing planning process Part 2 Situation analysis 3. Mission, customer values and market definition 4. Internal analysis 5. Customer analysis 6. Industry analysis 7. Competitor analysis 8. Distribution and supplier analysis 9. SWOT analysis Part 3 Corporate and marketing strategies 10. Corporate objectives and strategies 11. Marketing objectives and marketing strategies Part 4 Implementation 12. Choice of product/service, price and channels 13. Marketing Communications 14. Organization and execution of marketing

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