This book demystifies the effects of advertising and describes some of the psychological mechanisms underlying them. It is written primarily for those who foot the bill for advertising and those who produce advertising. In other words, for those many organizations involved with advertising? the marketing directors, marketing managers, product managers, advertising managers, account execs, media…

If different people estimate spectra from the same finite number of stationary stochastic observations, their results will generally not be the same. The reason is that several subjective decisions or choices have to be made during the current practice of spectral analysis, which influence the final spectral estimate. This applies also to the analysis of unique historical data about the atmosph…

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. In fact, these brands are worth many times more than the book value of the property used to make these brands. Now it is time for more…

Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Instead of dividing up existing? and often shrinking?demand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition. This book not only challenges companies but also shows…

It turns out that the Internet was just a warm-up act. A decade ago, the Internet hype machine pitched the World Wide Web as a marketer?s dream come true?an interactive, one-to-one utopia, linking shoppers and their quarry in the electronically enabled Elysium Fields of 24-7 commerce. Of course, Google, Amazon, and eBay notwithstanding, banner ads, online ??communities of interest,?? and click-…

The field of performance measurement has evolved rapidly in the last few years with the development of new measurement frameworks and methodologies, such as the balanced scorecard, the performance prism, economic value added, economic profit, activity based costing and self-assessment techniques. This multidisciplinary, international book draws together the key themes to provide an up-to-date s…

This book contains 57 cases divided among ten parts and written with three criteria in mind. First, the writers wanted situations based on real firms, real products, real individuals and-most of all-real issues. Second, the writers wanted the cases to require the thoughtful application of financial concepts. Finally, the writers felt the cases should incorporate some of complexities that are ch…

Cooperative Strategy Competing Successfully through Strategic Alliances Pierre Dussauge and Bernard Garrette HEC-School of Management, France In recent years, such corporate giants as Boeing, Toyota, Nestlé, Philips, United Airlines, IBM, and Intel have increasingly turned to alliances in order to develop new products and technologies, enter new markets, and globalize their activities. Indeed,…

Corporate Entrepreneurship and Venturing is positioned at the crossroads of the strategy and entrepreneurship fields. The common theme is how and why corporate entrepreneurship and corporate venturing can contribute to innovation and strategic renewal in large established companies, in particular it explores ways to balance exploitation and exploration in established companies. The issue is how…

What organization would want a poor or, even worse, a shabby reputation? So why do so few managements pay serious attention to what should be a powerful and positive asset? The reason is that a good reputation does not happen by accident: it requires bold, visionary managers with commitment and integrity. And, despite legislation, guidelines and best practice standards, too many managements are…