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R.E.D. Marketing
Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from Pres...
Educating for Purposeful Life
A visionary blueprint for educational reform that envisions school systems as opportunity engines, preparing young citizens for future workplace success, civic engagement, and fulfilling lives. Educating for Purposeful Life documents positive change within the Anaheim Union High School District, whose overarching mission is to prepare high school graduates who possess a clear sense of purpose and the capacity to achieve their goals. Superintendent Michael Matsuda and education consultant David Brazer lay out the district's innovative approaches to organizing, leading, teaching, and learning. They demonstrate how education policy, organization theory, and external partnerships work together w...
The Business of Choice
Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing & Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice • Discover powerful new ways to simplify and guide consumer decisions • Gain actionable insights into social influence, how people plan, and how they interpret the past • Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechan...
For the Culture
The architect of some of the most famous ad campaigns of the last decade argues that culture is the most powerful vehicle for influencing behavior, and shows readers how to harness culture to inspire other people to share their vision. We all try to influence others in our daily lives. Whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, or an artist promoting your music, you are in the business of getting people to take action. In For the Culture, Marcus Collins argues true cultural engagement is the most powerful vehicle for influencing behavior. If you want to get people to move, you must first understand the underlying cult...
The Confidence Map
A groundbreaking framework for making better decisions by understanding – and mastering – confidence. What does our desire for certainty and control have to do with our decision-making? According to behavioral economics pioneer Peter Atwater, the answer is simple: everything. In The Confidence Map, Atwater explores the hidden role of confidence in the choices we make, and why events described as being unprecedented are often entirely predictable—if we know what to look for. Using compelling stories from the past and present, Atwater shows readers how to apply the same tools he teaches the world’s leading institutional investors, corporations, and policymakers to help them make sense ...
Advertising Creative
Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Marketing Strategy & Management
Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership. The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth applicatio...
Il libro rosso del marketing
La rilevanza per il mercato, la reperibilità e facilità di individuazione, la capacità di distinguersi dalla concorrenza - in tre parole Relevance, Ease, Distinctiveness - sono aspetti fondamentali per qualsiasi brand o prodotto. Partendo da questa convinzione gli autori hanno elaborato una metodologia innovativa, denominata metodo RED Marketing, che unisce le più recenti scoperte nel campo della comunicazione, delle neuroscienze e dell'economia comportamentale. Questo libro la racconta in modo semplice e chiaro con esempi reali di importanti brand a livello mondiale insegnando a realizzare campagne che raggiungono i consumatori, ottengono tassi di risposta elevati e supportano la crescita e il successo.
Consider Phlebas
Consider Phlebas is a space opera of stunning power and awesome imagination, from a modern master of science fiction. The war raged across the galaxy. Billions had died, billions more were doomed. Moons, planets, the very stars themselves, faced destruction, cold-blooded, brutal, and worse, random. The Idirans fought for their Faith; the Culture for its moral right to exist. Principles were at stake. There could be no surrender. Within the cosmic conflict, an individual crusade. Deep within a fabled labyrinth on a barren world, a Planet of the Dead proscribed to mortals, lay a fugitive Mind. Both the Culture and the Idirans sought it. It was the fate of Horza, the Changer, and his motley cre...
Wild & Scenic California
Internationally acclaimed landscape photographer and California native and resident Carr Clifton presents a stunning new collection of large format images of that most diverse and beautiful of American states, California. Carr Clifton has gained wide recognition for his startling color photographs of California wilderness. Considered one of the leading young interpreters of the natural world working in film today, he has published widely including Wild by Law from the Sierra Club Legal Defense Fund.
