We give up too easily. With a simple change of attitude, what seem like insurmountable obstacles become once-in-a-lifetime opportunities. Ryan Holiday, who dropped out of college at nineteen to serve as an apprentice to bestselling 'modern Machiavel…
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic…
There are a lot of great advertising books, but none that get down in the dirt with you quite like this one. Thomas Kemeny made a career at some of the best ad agencies in America. In this book he shows how he got in, how he's stayed in, and how you…
Marketing is all around us. From your very first memories to the moment before you opened this book, you've been inundated by marketing. You learned to read from the logos on the side of the road, and you spend your time and your money in response t…
"Issued in a run of eight covers"--Colophon.
Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves,…
The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter ai…
The Intertext series has been specifically designed to meet the needs of contemporary English Language Studies. The core book, Working with Texts, is the foundation text which provides an introduction to language analysis. It is complemented by a ra…
This exciting new title provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It raises readers' awareness of the significance of B2B marketing in modern economies, in both local and global contexts.Th…
It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world: a pocket bible for the talented and timid alike to help make the unthinkable thinkable and the impossible possible. The world's top advertising gur…
Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to bu…
An introduction to the Tipping Point theory explains how minor changes in ideas and products can increase their popularity and how small adjustments in an individual's immediate environment can alter group behavior.
Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains…
Drawing on international economic, environmental, and social law, this book provides a long-awaited coherent approach to the study of international sustainable development law. It establishes a set of principles for this emerging field, looks at cas…
This book analyses recent developments in international sustainable development law (ISDL), a field emerging at the intersection between international economic, environmental, and social law. Hundreds of new bi-lateral, regional, and global treaties…
How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep with…
This book describes a system of meaning management, the first-ever systematic approach to successful brand meaning. 'This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes", and shows how…
The New York Times bestseller that explains why certain products and ideas become popular. "Jonah Berger knows more about what makes information 'go viral' than anyone in the world." --Daniel Gilbert, author of the bestseller Stumbling on Happiness…
Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the fou…
The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services. T…
New communication technologies have reshaped media and politics. But who are the new power players? The Hybrid Media System is a sweeping new theory of how political communication now works. Politics is increasingly defined by organizations, groups,…
The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marke…
Most business owners are blindly guessing at their social media strategy, and it's costing them time and money. Based on Donald Miller's bestselling book Building a StoryBrand, Claire Diaz-Ortiz applies the seven principles of the StoryBrand Framewo…
Valuable advice to young hopefuls and veterans of the industry wanting to improve their success rate, by one of the most well respected admen of all time.
In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. And thanks to Les Binet and Sarah Carter at Adam&eveDDB we now…
A new edition of thetimeless business classic featured on Mad Men as fresh and relevant now as the day it was written"We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies, and pompous asses.…
The world of digital media is changing at a phenomenal pace. Constantly evolving technologies, and the way people are using them, are transforming not just how we access our information but how we interact and communicate with one another on a globa…
This new and fully-updated second edition of this acclaimed textbook offers a guide to public relations, spanning all aspects of PR work, including fashion, event management, crisis communications, politics, celebrity PR and corporate communications…
There are laws of nature, so why shouldn't there be laws of marketing?As Al Ries and Jack Trout--the world-renowned marketing consultants and bestselling authors of Positioning--note, you can build an impressive airplane, but it will never leave the…
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: - How to get a job in advertising -…
Persuasive Copywriting, second edition, is the ultimate copywriting survival guide for the 21st century. With the majority of creative professionals developing their skills on the job, it is notoriously difficult to benchmark successful copy. This b…
New Yorker writer Malcolm Gladwell looks at why major changes in our society so often happen suddenly and unexpectedly. Ideas, behavior, messages, and products, he argues, often spread like outbreaks of infectious disease. Just as a single sick pers…
EATING THE BIG FISH: How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.…
Cut and Fold Techniques for Promotional Materials is a unique collection of more than 40 attention-grabbing cut-and-fold designs that promote and advertise services and products. This revised edition includes four new projects: Credit Card Wallet, R…
The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building…
Covering the latest breaking news in Google AdWords, the fifth edition introduces revised, expanded and new chapters covering Enhanced Campaigns, Google AdWord's Express, Google's Product Listing Ads, and the introduction to Google's Universal Analy…
A step-by-step technique for sparking breakthrough creativity in advertising--or any fieldSince its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their…
This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new e…
The most widely read business book in the world... Now updated and expanded Recognized as the eldest military treatise of all-time, world leaders, military strategists and business executives all over the world have studied Sun Tzu's Art of War. At…
First collected by his devoted family and colleagues as a 75th birthday present, The Unpublished David Ogilvycollects a career's worth of public and private communications - memos, letters, speeches, notes and interviews - from the 'Father of Advert…
Barely one in a hundred businesspeople knows these facts about creating powerful advertising. Do You? FACT Sixty percent of people read only headlines. Your headline must stop them or your advertising will likely fail. FACT Captions under photos get…
Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express,…
In The New Rules of Retail , industry gurus Robin Lewis and Michael Dart explained how unprecedented consumer power, enabled by technology and globalization, is revolutionizing retail. They warned that survival in these dynamic times called for a bu…
The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs…
Michael Johnson is one of the world's leading graphic designers and brand consultants. His studio, johnson banks, is responsible for the rebranding of many notable clients, including Virgin Atlantic, Think London, BFI, Christian Aid, and MORE TH>N,…
Let's face it - the business world today is nothing like it was ten years ago. Marketing budgets are tighter, consumers are more skeptical, and social media has changed forever the way we talk to our customers.In this new edition of his bestselling…
The first survey of Richard Avedon's influential advertising work Richard Avedon was one of the most sought-after and influential advertising photographers in America from the 1940s to the beginning of the 21st century, creating work that exemplifie…
This book is for everyone who needs to write copy that sells - including copywriters, freelancers, and entrepreneurs. Writing copy that sells without seeming "salesy" can be tough, but is an essential skill. How To Write Copy That Sells supplies spe…
Här är den äntligen: her story!Efter 27 år i reklambranschen slog det mig plötsligt att nästan alla böcker jag läst om branschen är skrivna av och om män, the Mad Men. Jag kände att det saknades något, jag saknade de kvinnliga förebilderna. Jag vill…
