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Buzz
Buzz is the most valuable marketing tool there is - and yet it's under-researched and overlooked as a method of reaching customers. The groundbreaking The Anatomy of Buzz told us why buzz matters: studies and real-life phenomena from the iMac to Cold Mountain prove that consumer recommendations are the best form of advertising or marketing. Now Rosen, who has spent years studying buzz, has added findings from cutting-edge research and 100 new interviews with field-leaders to show you how to create it. The result, with tips on subjects from seeding the market to accelerating natural contagion, is essential reading not only for marketers, but for anyone who wants to spread their message.
Citizen
A powerful, candid, and richly detailed memoir from an American icon, revealing what life looks like after the presidency: triumphs, tribulations, and all. On January 20, 2001, after nearly thirty years in politics—eight of them as president of the United States—Bill Clinton was suddenly a private citizen. Only fifty-four years old, full of energy and ideas, he wanted to make meaningful use of his skills, his relationships with world leaders, and all he’d learned in a lifetime of politics, but how? Just days after leaving the White House, the call came to aid victims of a devastating earthquake in India, and Clinton hit the ground running. Over the next two decades, he would create an ...
From Nowhere
When Brad Ford meets the beautiful and engaging Susan Coble while attending Wake Forest, he never imagines that one day she will marry him, bear him a son, and watch him play in the U.S. Open. As he heads to the first hole with his caddie, Brads hand trembles as he places the ball on the tee. By the time he reaches the fifth hole, he has no idea he is leading the tournament. There is no question Brad is having the greatest day of his life as he unexpectedly wins the Open. Unfortunately, that is all about to change. Just as he enters the scoring tent, Brad receives horrifying news: his wife and son have been murdered before they can reach the Open to watch him win. As Brad attempts to come to grips with his new reality, he spirals downward into darkness that seems to place happiness out of his reach forever. But when a chance encounter eventually forces Brad to take a hard look at himself, he must decide whether he has the strength to move from nowhere into a new beginning. From Nowhere shares the poignant tale of one mans journey from the pinnacle of success to the depths of despair after a family tragedy changes the course of his life.
The Media Handbook
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats...
Streaming
Film stocks are vanishing, but the iconic images of the silver screen remain—albeit in new, sleeker formats. Today, viewers can instantly stream movies on televisions, computers, and smartphones. Gone are the days when films could only be seen in theaters or rented at video stores: movies are now accessible at the click of a button, and there are no reels, tapes, or discs to store. Any film or show worth keeping may be collected in the virtual cloud and accessed at will through services like Netflix, Hulu, and Amazon Instant. The movies have changed, and we are changing with them. The ways we communicate, receive information, travel, and socialize have all been revolutionized. In Streaming...
You Don't Say!
If John Bartlett (Familiar Quotations) was reborn as a sportscaster his name would be Hartley Miller. You Don't Say! is a highly readable collection of more than 1,000 sports quotes that's destined to become the definitive source of the funniest and most quotable things ever said by, for, or about sports men, women, owners, fans, coaches, and teams. British Columbia sportscaster Hartley Miller began collecting sports quotes 20 years ago as his calling card to conclude each sportscast. What resulted is a compilation of more than 2,000 enlightening and entertaining quotes and quips that have delighted fans throughout North America for years. You Don't Say! presents over 1,000 of these selected...
The Passion Conversation
No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business. If you think you are in the marketing business, think again. You’re in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause. The author’s mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations, ultimately impacting the financial success of a business. The Pass...
Grow the Core
Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it′s a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top–performing companies achieve superior results through a leading position in their core business. Unfortunately, there′s very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front–line experience on over one hundred brand coaching projects.
Winfluence
Winfluence by award-winning digital strategist Jason Falls, is THE authoritative book about influencer marketing from the perspective of businesses and brands. An invaluable guidebook for marketing managers, small business owners, marketing consultants and agencies alike, the book explains how influencers came to be, how they came to be so powerful, why so many brands are counting on influencer marketing for business success and how anyone who is not, now can. This book not only explains the who, what, when, where, and why of influencer marketing but then adds the how—more specifically and predictably than other books can hope for. It offers detailed guidelines, case studies, cutting-edge ideas, how-tos for measuring success, and more to help any business owner, marketer, agency account person, or digital strategist see and seize the opportunity to drive business results. Through a series of narrative stories, interviews, and case studies, the book illustrates how to take what many people consider good influencer marketing to a new level of success from a long-tail perspective—not short-term, one-off executions.
