Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process. (view table of contents)

Product Description: Provides a wealth of resources needed to create a total, flexible program enabling ministers to meet the needs of all grieving persons in the parish community. A unique program, with reproducible material available online, The Bereavement Ministry Program will be an often-consulted, widely-used resource for any church or parish that is committed to providing effective, compassionate bereavement care...read more (view table of contents, read Amazon.com's description)

Product Description: The Bereavement Ministry Program helps clergy or lay ministers to minister effectively to those who--for whatever reason--are working their way through the grieving process.

Price, quality, availability, and service--these are all aspects of your business that your competitors can imitate. But your brand is unique. In this book, an experienced brand manager shows you how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success, and long-term profitability. Drawing from methods developed in his highly successful consulting and training programs, Scott Davis provides a thorough grounding in brand strategy. He presents tested ways to assess the value of your brand, maximize its potential, and use it to better develop, sell, price, and market your products and services. His hands-on guide also includes extensive case studies and worksheets to help your company capitalize on the most under-leveraged--and the most powerful--asset it owns.

Product Description: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising...read more

Product Description: Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. An expert in this burgeoning field, David Aaker now prepares managers for the next wave of the brand revolution...read more

A comprehensive exploration of strategic brand leadership, from an expert in the fastgrowing field of brandequity, uses hundreds of studies of leading firms including General Electric, to show the strategic potential of brand management in a worldbased economy. (view table of contents)

The vice-chairman of Prophet Brand Strategy and author of Brand Leadership demonstrates how companies can manage their brands to develop more successful portfolios, discussing the necessary steps for creating a well-articulated brand structure, energizing brands, leveraging brand assets, and more. 35,000 first printing. (view table of contents)

Advises corportations on the functions of brands, offers strategies for marketing them, and presents success stories from the marketplace (view table of contents)

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Product Description: The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range of experts, the 42 articles -- half of them new to this edition -- cover today's most important consumer and public policy issues: advertising and the disclosure of consumer information, selling practices, anti-trust issues and competition, product safety, liability, and consumer satisfaction...read more

Unless you know where your company is going, chances are it won't get very far in today's global marketplace. That's why every business needs the strong vision and keen sense of direction that come from the development, evaluation, and implementation of business strategies-and why every business owner or manager should have Developing Business Strategies, David A. Aaker's classic and comprehensive guide to strategic planning, now in its fifth edition. Using vivid case studies, Developing Business Strategies helps you to move beyond reactive problem solving toward the development and realization of sound strategic objectives for your company. Providing both the framework and the tools necessary to make strategy development and strategy review efforts effective, this book shows you how to: * Conduct a structured external and internal analysis of a business with confidence * Develop sustainable competitive advantages by creating assets, competencies, and strategies * Make strategic investment decisions to generate growth * Organize to support strategies * Compete strategically in hostile, growth, and global contexts. As compact and easy to use as ever, this new Fifth Edition offers new or revised sections on current topics such as strategic uncertainty, buyer hot buttons, shifting customer priorities, strategy as options, paradigm shifts, organizational stubbornness, and brand equity. You'll also find up-to-date research and fresh examples on economic value analysis, competitor image, total quality management, reengineering, the virtual corporation, and more-plus a set of useful sample planning forms to help guide you through the strategy development process. Whether you're a business owner, manager, or planning executive, the key to your company's success is in Developing Business Strategies. Praise for the Fourth Edition of Developing Business Strategies "A delight to read-sound strategic advice that is also very well illustrated with helpful, practical examples. The book helped our management team to thoroughly understand our business environment and chart new growth directions." -Daniel G. Simpson Director of Strategy and Planning The Clorox Company. "An excellent work. Unlike other books that are either too theoretical or are merely recompilations of existing planning principles, this book finds fruitful ground with fundamental planning principles, credible examples, and superb references, all enhanced by a flowing narrative." -P. Timothy Carroll Manager, Strategy and Innovation Xerox Corporation. "Unquestionably the most comprehensive treatment available on the subject. I found the book unique in its capacity to benefit executives, planning staff, and students of strategy alike." -Robert L. Joss. Managing Director and CEO Westpac Banking Corporation. "An exceptional tool for the challenges facing today's corporate planner. It should be read by every manager involved in planning and strategy." -Robert L. Lindberg Vice President and Treasurer Transamerica Corporation. "David Aaker provides a clearly written how-to guide to help managers identify, select, and implement strategies. He does this without pedantry, encouraging flexibility and creativity in approaching decisions." -Sandra L. Kurtzig Founder and former CEO The ASK Companies. (view table of contents)

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Product Description: With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products...read more (view table of contents, read Amazon.com's description)

Product Description: Rare book: Price in USD

Looks at the intangible value of company name, brand, symbol, and slogan, and discusses cases in which this brand equity has been used successfully or poorly (view table of contents)