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Books : Business, Finance & Law : Sales & Marketing : Industrial
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Remember the New Coke? A disaster, right? Wrong. Sergio Zyman, who was the chief marketing officer at Coca-Cola, will tell you that while the New Coke nose-dived, it--and the subsequent reintroduction of Coke Classic--helped to reconnect people to the soft drink and revitalise a brand that was losing market share to Pepsi.For Zyman, marketing is not an art, it's a business. "Marketing is a strategic activity and discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money." He sees too many marketers who don't understand this point, who are too concerned about projecting image when they should really be focused on producing sales. Zyman peppers the book with stories about various campaigns at Coke as well as assessments of companies that get it, such as Starbucks and Southwest Airlines, to companies that don't, for example, Nissan and Levi's. He believes that the old-style marketing of Madison Avenue is dead, that it no longer has the "ability to move the masses", that in today's "consumer democracy" there are simply too many choices. Instead, marketers will have to focus on sales, conversion rates, targeting customers, and creating value for shareholders. The End of Marketing As We Know It is not a primer on how to do better marketing; rather, it's a reordering of priorities so that good marketing will be done in the first place. It is recommended reading. --Harry C. Edwards, Amazon.com
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As it becomes increasingly associated with impressive corporate gains realised in recent years by companies ranging from Virgin and Rolex to Daewoo and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well- known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand."Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing programme. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so- successful-- branding efforts undertaken by a number of high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as "The Law of Expansion", "The Law of Contraction", "The Law of Consistency", and "The Law of Mortality". While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman, Amazon.com
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In this dense work, Dr. Paul Timmers, who heads up the electronic commerce sector for the European Union's research and technology development and business pilot programme, explains the application of electronic commerce over the Internet to solve common business problems. Because so much of the Internet is new, much of the work is predictive, though Dr. Timmers grounds the issues in applications of the Internet by existing companies. The book comprises a rich mix of the theoretical along with numerous case studies. He presents four case studies from the United States--Marshall Industries, Fedex, Industry.net and Amazon.com--along with four from Europe--Citrus Belgium, Tradezone, Global Engineering Network and Infomar. Each case study focuses on the overall effect of the Internet on the business and then zeroes in on the customers, products and services, competition and the marketing strategy. From the case studies, Dr. Timmers generalises about the effect on marketing strategy: "The cases studied have in common that they are all relatively innovative in terms of product and service development. It is striking, however, that none of them appears to emphasise a large proprietary advantage in technology. Mastery of technology is critical, nevertheless". The 245-page book concludes with possible scenarios about how the Internet will affect business in the future. --Bruce McWilliams