Author: Al Ries Publisher: McGraw Hill Professional ISBN: 9780071371124 Category : Business & Economics Languages : en Pages : 228
Book Description
"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today
Author: David D'Alessandro Publisher: McGraw Hill Professional ISBN: 9780071398503 Category : Business & Economics Languages : en Pages : 216
Book Description
This bestselling war-faring guide offers a series of principles for improving a company's understanding of the concept of brand and brand usage based on the methods used by John Hancock.
Author: BusinessNews Publishing, Publisher: Primento ISBN: 2511018004 Category : Business & Economics Languages : en Pages : 41
Book Description
The must-read summary of Al Ries and Jack Trout’s book: “Marketing Warfare: How Corporations Are Applying Military Strategies to Business”. This complete summary of the ideas from Al Ries and Jack Trout’s book “Marketing Warfare” shows how important it is for companies to stay ahead of their competitors in today’s overcrowded market. The authors explain how leaders can adopt military strategies to use in their operations in order to gain a considerable competitive advantage. By following their advice, you can use this approach to defend your business territory and conquer any competitors that threaten your position. Added-value of this summary: • Save time • Understand the key concepts • Expand your business knowledge To learn more, read “Marketing Warfare” and start making use of military strategies to get ahead of the competition and gain loyal customers.
Author: Al Ries Publisher: Harper Collins ISBN: 0061973130 Category : Business & Economics Languages : en Pages : 310
Book Description
Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in what we think but in how we think There's a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion. Management minds are not on the same wavelength as marketing minds. What makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer. What makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer. These different mind-sets often result in conflicting approaches to branding, and the Ries' thought-provoking observations—culled from years on the front lines—support this conclusion, including: Management deals in reality. Marketing deals in perception. Management demands better products. Marketing demands different products. Management deals in verbal abstractions. Marketing deals in visual hammers. Using some of the world's most famous brands and products to illustrate their argument, the authors convincingly show why some brands succeed (Nokia, Nintendo, and Red Bull) while others decline (Saturn, Sony, and Motorola). In doing so, they sound a clarion call: to survive in today's media-saturated society, managers must understand how to think like marketers—and vice versa. Featuring the engaging, no-holds-barred writing that readers have come to expect from Al and Laura Ries, War in the Boardroom offers a fresh look at a perennial problem and provides a game plan for companies that want to break through the deadlock and start reaping the rewards.
Author: Alexander L. Fattal Publisher: University of Chicago Press ISBN: 022659064X Category : Social Science Languages : en Pages : 325
Book Description
Brand warfare is real. Guerrilla Marketing details the Colombian government’s efforts to transform Marxist guerrilla fighters in the FARC into consumer citizens. Alexander L. Fattal shows how the market has become one of the principal grounds on which counterinsurgency warfare is waged and postconflict futures are imagined in Colombia. This layered case study illuminates a larger phenomenon: the convergence of marketing and militarism in the twenty-first century. Taking a global view of information warfare, Guerrilla Marketing combines archival research and extensive fieldwork not just with the Colombian Ministry of Defense and former rebel communities, but also with political exiles in Sweden and peace negotiators in Havana. Throughout, Fattal deftly intertwines insights into the modern surveillance state, peace and conflict studies, and humanitarian interventions, on one hand, with critical engagements with marketing, consumer culture, and late capitalism on the other. The result is a powerful analysis of the intersection of conflict and consumerism in a world where governance is increasingly structured by brand ideology and wars sold as humanitarian interventions. Full of rich, unforgettable ethnographic stories, Guerrilla Marketing is a stunning and troubling analysis of the mediation of global conflict.
Author: David Nott Publisher: Abrams ISBN: 1683359062 Category : Biography & Autobiography Languages : en Pages : 363
Book Description
#1 International Bestseller: A frontline trauma surgeon tells his “riveting” true story of operating in the world’s most dangerous war zones (The Times). For more than twenty-five years, surgeon David Nott has volunteered in some of the world’s most perilous conflict zones. From Sarajevo under siege in 1993 to clandestine hospitals in rebel-held eastern Aleppo, he has carried out lifesaving operations in the most challenging conditions, and with none of the resources of a major metropolitan hospital. He is now widely acknowledged as the most experienced trauma surgeon in the world. War Doctor is his extraordinary story, encompassing his surgeries in nearly every major conflict zone since the end of the Cold War, as well as his struggles to return to a “normal” life and routine after each trip. Culminating in his recent trips to war-torn Syria—and the untold story of his efforts to help secure a humanitarian corridor out of besieged Aleppo to evacuate some 50,000 people—War Doctor is a heart-stopping and moving blend of medical memoir, personal journey, and nonfiction thriller that provides unforgettable, at times raw, insight into the human toll of war. “Superb . . . You are constantly amazed that men such as Nott can witness the extraordinary cruelties of the human race, so many and so foul, yet keep going.” —Sunday Times “Gripping and fascinating medical stories.” —Kirkus Reviews
Author: Lawrence A. Kreiser, Jr. Publisher: LSU Press ISBN: 0807171565 Category : History Languages : en Pages : 252
Book Description
Lawrence A. Kreiser, Jr.’s Marketing the Blue and Gray analyzes newspaper advertising during the American Civil War. Newspapers circulated widely between 1861 and 1865, and merchants took full advantage of this readership. They marketed everything from war bonds to biographies of military and political leaders; from patent medicines that promised to cure almost any battlefield wound to “secession cloaks” and “Fort Sumter” cockades. Union and Confederate advertisers pitched shopping as its own form of patriotism, one of the more enduring legacies of the nation’s largest and bloodiest war. However, unlike important-sounding headlines and editorials, advertisements have received only passing notice from historians. As the first full-length analysis of Union and Confederate newspaper advertising, Kreiser’s study sheds light on this often overlooked aspect of Civil War media. Kreiser argues that the marketing strategies of the time show how commercialization and patriotism became increasingly intertwined as Union and Confederate war aims evolved. Yankees and Rebels believed that buying decisions were an important expression of their civic pride, from “Union forever” groceries to “States Rights” sewing machines. He suggests that the notices helped to expand American democracy by allowing their diverse readership to participate in almost every aspect of the Civil War. As potential customers, free blacks and white women perused announcements for war-themed biographies, images, and other material wares that helped to define the meaning of the fighting. Advertisements also helped readers to become more savvy consumers and, ultimately, citizens, by offering them choices. White men and, in the Union after 1863, black men might volunteer for military service after reading a recruitment notice; or they might instead respond to the kind of notice for “draft insurance” that flooded newspapers after the Union and Confederate governments resorted to conscription to help fill the ranks. Marketing the Blue and Gray demonstrates how, through their sometimes-messy choices, advertising pages offered readers the opportunity to participate—or not—in the war effort.
Author: Paul Rutherford Publisher: University of Toronto Press ISBN: 1442656042 Category : History Languages : en Pages : 242
Book Description
With nearly sixty percent of Americans initially against a pre-emptive war without sanction from the United Nations, and even higher anti-war numbers in most other nations of the world, the 2003 war against Iraq quickly became an enormous public relations challenge for the George W. Bush administration. The subject of Weapons of Mass Persuasion is a war in which American patriotism became so mired in commercial jingoism that the demarcations between entertainment and political conduct disappeared completely. In this engaging and disturbing book, Paul Rutherford shows how the marketing campaign for the war against Iraq was constructed and carried out. He argues that not only was the campaign a new chapter in the presentation of real-time war as pop culture, but that its deeper implications have now come to constitute part of the history of modern democracy. Situating the war against Iraq within an existing tradition of war as narrative, spectacle, and, more broadly, commodity, Rutherford offers a brief overview of the history of civic advertising and propaganda, then examines in detail the different dimensions of three weeks of war presented to North Americans as it became a branded conflict, processed and cleansed to appeal to the well-established tastes of veteran consumers of popular culture. Including incisive analyses of visual material - speeches, editorial cartoons, and media political commentary, but particularly news reports of such sound bite events as the bombing of Baghdad, the toppling of the Hussein statue, and the rescue of captured soldier Private Jessica Lynch - as well as extensive polling data from around the world and interviews with the actual consumers of war, Weapons of Mass Persuasion chronicles the making of a Hollywood war: fast-paced and heroic, pitting the forces of good against the forces of evil to achieve a triumphant, sanitized, and commodified outcome. Not since Naomi Klein's No Logo have the gods of marketing and the art of commercialism been so thoroughly disrobed. Electronic Format Disclaimer: Images removed at the request of the rights holder.
Author: Michael Erbschloe Publisher: CRC Press ISBN: 1351866966 Category : Computers Languages : en Pages : 247
Book Description
Social media applications can be weaponized with very little skill. Social media warfare has become a burden that nation states, government agencies, and corporations need to face. To address the social media warfare threat in a reasonable manner that reduces uncertainty requires dedication and attention over a very long-term. To stay secure, they need to develop the capability to defend against social media warfare attacks. Addressing unconventional warfare strategies and tactics takes time and experience, plus planning and dedication. This book will help managers develop a sound understanding of how social media warfare can impact their nation or their organization.
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Author: Al Ries
Author: David D'Alessandro
Author: BusinessNews Publishing,
Author: Al Ries
Author: Gerald A. Michaelson
Author: Alexander L. Fattal
Author: David Nott
Author: Lawrence A. Kreiser, Jr.
Author: Paul Rutherford
Author: Michael Erbschloe