Business Communication - McGraw-Hill Books

Marketing• Establishes brand leadership• Delivers brand truth and consistency• Stands out with exceptional campaigns and unique packaging• Uses the Internet for breakaway marketingKelly and Silverstein also take you inside the mind of thebreakaway chief, revealing the level of dedication, vision,and leadership required of CEOs, COOs, and CMOs to fosterbreakaway brands. It isn’t easy for brands to break away. Butit can be done, and The Breakaway Brand shows you how to“Think Different,” “Just do it,” and create a truly revolutionaryand sustainable brand.COMPETING FOR MARKETSGrowth Strategies for SMEsBy Lee Khai Sheang, Lim Guan Hua and Tan Soo Jiuan2002 / 192 pagesISBN-13: 978-0-07-118959-0 / MHID: 0-07-118959-9An Asian PublicationA Professional Reference TitleThis book focuses on strategies for small and medium enterprises(SMEs) when they compete for markets under resourceconstraints. The authors provide a set of prescriptive strategytools to assist strategic planners and practitioners when they arefaced with resource disadvantages. The basis for these tools is aconceptual framework for generic strategies for SMEs that usesa deductive approach based on game theory.MARKETING WARFARE20th EditionBy Al Ries and Jack Trout2006 (November 2005) / 224 pagesISBN-13: 978-0-07-146082-8 / MHID: 0-07-146082-9A Professional Reference TitleIt rocked the marketing world in 1986, and now, nearly twodecades later, the strategies set down in Marketing Warfare arestill just as relevant. To commemorate the 20th anniversary ofthe classic book that changed an industry, marketing mavens AlRies and Jack Trout will reunite to annotate their book for anothergeneration of marketers. The Anniversary Edition offers:• A fresh perspective on why waging marketing warfare is evenmore important today than 20 years ago• In-depth analyses of some of the biggest marketing successesand failures of the last two decades• Reproductions of successful (or not so successful) ads, accompaniedby the authors’ comments on why they succeededor failed• Valuable follow-up to the original edition. Where are thesecompanies now? Who’s still a market leader?Marketing is war. To triumph over the competition, it’s notenough to target customers. Marketers must take aim at theircompetitors—and be prepared to defend their own turf. Thisindispensable guide gives smart fighters the best tactics—defensive,offensive, flanking, and guerrilla. Marketing Warfareis the book that wrote the new rules.Customer RelationManagement(Professional References)CUSTOMER RELATIONSHIPS MANAGEMENTCreating Competitive Advantage Through Win-WinRelationship StrategiesBy Kaj Storbacka, CEO of CRM Group Ltd and Jarmo L Lehtinen,University of Tampere2002 / 176 pagesISBN-13: 978-0-07-120678-5 / MHID: 0-07-120678-7(Softcover)ISBN-13: 978-0-07-118861-6 / MHID: 0-07-118861-4(Hardcover)An Asian PublicationA Professional Reference TitleThe aim of customer relationship management (CRM) is to buildrelationship strategies that refine relationships, and in this wayincrease their value. This book is the result of an extensiveresearch project that studied new ideas in marketing and howthese ideas are being applied in practice. Field trips to US andEuropean businesses to study their CRM processes, and theparticipation of major Scandinavian companies provide a widerange of practical examples. The authors also draw on theirexperiences in consulting work to present in-depth examplesof successful implementations of these new ideas.BLOG MARKETINGBy Jeremy Wright2006 (November 2005) / 336 pagesISBN-13: 978-0-07-226251-3 / MHID: 0-07-226251-6A Professional Reference TitleAll companies, large and small, know that reaching customersdirectly and influencing--and being influenced by--them isessential to success. Blog Marketing shows marketing and PRprofessionals as well small business owners how to do just thatwithout spending a lot of money. Readers will learn how to tapinto the power of blogs to create a direct line of communicationwith customers, raise the company’s visibility, and position theirorganizations as industry thought leaders.INVITATION TO PUBLISHMcGraw-Hill is interestedin reviewing manuscriptfor publication. Pleasecontact your localMcGraw-Hill office or email toasiapub@mcgraw-hill.comVisit McGraw-Hill Education (Asia)Website: www.mcgraw-hill.com.sg195HED 2007 Marketing.indd 19510/5/2006 1:42:57 PM