Subjects:  1. Careers - General    2. Professional - General    3. Professional Development    4. Study Aids    5. Study Guides    6. Test Prep    7. Business & Economics / Marketing / General    8. Market research   

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Entrepreneurship    4. Evaluation    5. Management - General    6. Marketing - Research    7. New products    8. Product management    9. Research And Development Management    10. Science/Mathematics    11. Technological Innovations    12. Business information systems    13. Research & development management   

Reviews (3)

Excellent and Helpful!!!
This is a great book for ad student, professionals and amateurs. Is very compact with a lot of informatiion especially in ad estrategys and marketing. You can understand very well the concept of how it works the advertising and the marketing together in this complex topic of the advertising bussiness. Is a great deal!

Great Service
I received the book in great timing and it was exactly as described. Good Job!

Great Read for Marketing and Advertising
This book is an excellent source for understanding Advertising from A to Z.This book teaches all the necessary elements for developing a successful advertising campaign, creating the plansbook, and then winning the client's business.It gives great examples, it easy to read, as well as, thought provoking.It is truly a great guide to Marketing Commuincation Plans.It is used in Clark Atlanta's MBA Program for Advertising and Promotion.It's definitely "On Point!" ... Read more

Subjects:  1. Advertising & Promotion    2. Advertising campaigns    3. Business & Economics    4. Business / Economics / Finance    5. Business/Economics    6. Communication in marketing    7. Marketing - Research    8. Advertising    9. Business & Economics / Advertising & Promotion   

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer Behavior    5. Consumers' preferences    6. Economics - General    7. Finance    8. Marketing - Research    9. Mathematical Models In Economics    10. Mathematical models    11. Product differentiation    12. Business & Economics / Economics / General    13. Economic theory & philosophy    14. Industry & Industrial Studies    15. Sales & marketing   

Reviews (13)

PHENOMENAL BOOK (5 STARS)
Morrison has delivered the irrefutable "how to" book for marketers, advertisers, and promoters interested in tapping the student market. His balance of strategic insight, wit, and key market stats is right on-target. (This guy really knows his stuff!) The case studies are highly informative and the strategic recommendations that Morrison provides based on his obvious experience is timeless. I wholeheartedly recommend this book as it's a masterpiece for its genre.

AWESOME BOOK! Totally Hits the Mark! (Five Stars)
Morrison has written the definitive bible for student marketers. Don't let the title mislead you, "Campus Crowd" is just as on-target for marketers interested in teens through twentysomethings as it is for the college market proper. In fact, I'm ordering several books for our ad agency to bring them up to speed. The author devotes a tremendous amount of the book to strategy and infuses the text with just the right balance of stats. The examples, he calls them "Best in Class" case studies, are perfect and there are dedicated sections to both the pre- and post-college segments. Fantastic book. Highly recommended without hesitation.

Amazing! A Fantastic Read and An Excellent Desk Top Resource
Given how much college students spend, and their obvious influence on other desirable market segments, Morrison's book is a "must have" for marketers, advertisers, salespeople, and administrators that want to optimize their decision-making with this group. (I actually heard about this book from an overseas colleague of mine.) The author's knowledge is self-evident and the book is a perfect balance of information as well as strategic insight. Morrison even dedicates chapters to future trends (such as privatization and non-traditional students) as well as chapters on targeting high school students, alumni, school buyers, faculty, parents, and recent grads. It's one of the few books that I keep permanently on my desk both to stimulate my thinking as well as to reference key data. HIGHLY RECOMMENDED!! ... Read more

Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Marketing    6. Marketing - General    7. Marketing - Research    8. Sales & Selling - Techniques    9. United States    10. Universities and colleges    11. Business & Economics / Marketing / General    12. Sales & marketing   

Reviews (6)

Comprehensive and informative
This is a very comprehensive and informative book on the origins of the Latino market with a lot of data backing up the research. If you want statistics and history-if you want to know how to grow your business in the US Hispanic market, you might want to try another book on marketing.

Serious About Business, Then This Is A Must Have
I hope that serious business people will have the insight and ability to forsee what the US will look like in the years to come. Those that don't or are to arrogant to do so will be left behind. This book is the Blueprint.

Worth reading!
The title of this book grabbed my attention. Skeptically, I thought, "How can a 232-page book tell me everything I need to grow my company in a market worth about $780 billion today?"
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer Behavior - General    5. Ethnic Studies - Hispanic American Studies    6. Hispanic American consumers    7. Hispanic Americans    8. Hispanic Americans In The U.S.    9. Marketing    10. Marketing - Research    11. Population    12. Target marketing    13. United States    14. Business & Economics / Marketing / Research   

Reviews (1)

Solid insights for Lifestyles Marketplace
As our company prepares to move beyond just offering products and services towards offering "experiences and transformation", Marketing in The Soul Age, by Harvey Hartman, has been vary valuable to us. Its practical and sound insights have proven valuable as we develop strategies to reach consumers in the new and often difficult Lifestyles Marketplace. We highly recommend this book. ... Read more

Subjects:  1. Business    2. Business & Economics    3. Business & Economics / Consumer Behavior    4. Business & Economics / Marketing / Research    5. Consumer Behavior    6. Lifestyles    7. Marketing Research    8. Marketing - Research   

Reviews (6)

Thought-Provoking Case Histories
Somewhere in the first five minutes of any good business school's initial marketing class, the professor will sternly admonish students to listen to their customers and provide what's relevant. Ms. Warner in this book suggests that many such students must have fallen asleep during that lecture . . . or didn't understand the point.
Beyond Pink: Marketing to Women
This book combines the story of women's new economic power with case studies that detail how major companies have revamped their marketing to target women customers. Author Fara Warner, a journalist, knows her beat. In fact, she sometimes gets carried away with the facts, and her style can be dry and predictable. Still, we find this book invaluable for marketers and people interested in women's emerging economic clout, a major social and demographic trend. Warner provides specific advice that will help you avoid costly, time-consuming marketing mistakes as you pursue these crucial customers.

An Outstanding Entry in a Crowded Field
Many books purport to offer marketing advice. However, most of them, especially those that are case study-oriented, are somewhat superficial and simply reiterate some basic truths that most practitioners already know.In contrast, Warner's book digs in deep to provide the nitty gritty "so what" details that readers need in order to actually apply the lessons to their own work.You are not left hanging as to what the company under discussion actually did, or what results were achieved. As a marketer with a leading technology company, I was particularly interested in the chapter on Kodak's success with the EasyShare camera and software. There are some great lessons on how to get beyond the "early adopter" crowd to succeed with the mainstream consumer.I have passed this book on to others in my organization, who report that they too havefound it both insightful and useful. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer Behavior - General    5. Customer Service    6. Marketing    7. Marketing - General    8. Marketing - Research    9. Psychological aspects    10. Selling    11. Women consumers    12. Business & Economics / Marketing / General    13. Business studies    14. Market research    15. Sales & marketing   

Reviews (20)

Valuable tools to use right away
When I read books on persuasion, I'm looking for effective tools. One of the reasons I like this book is that it has valuable information I don't remember seeing elsewhere.
Pack the sales punches
This is one of the best books on selling I'd read in years. In the software world, hard-sell is dead.Try consultative selling the Bill Stinnet way.I used some of the ideas in the book eg., mapping out the buying process and offering it as as part of an important visual information to the gatekeeper to reach the decision maker - and it works!I have used the concept of getting the buyer to think about destination "C" with us rather than trying to be too focused on the offer in "B".There is also a section on how to qualify a prospect with ideas that are worth committing to memory.A combination of Bill's ideas and my experience has turned many of my well qualified prospects into paying customers today.
"Think Like Your Customer" by Bill Stinnett
Mr. Stinnett offers a revolutionary new approach to sales. This book offers many practical ideas and concepts that breathe new life into the sales process and help you better understand the issues that ultimately drive the customers decision making process. A must read for any serious sales professional. ... Read more

Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Consumer behavior    6. Customer Service    7. Customer loyalty    8. Customer relations    9. Marketing - Research    10. Sales    11. Sales & Selling - General    12. Selling    13. Business & Economics / Sales & Selling    14. Sales & marketing   

Reviews (3)

MBA textbook
I used this textbook for an MBA Marketing Research class. Very useful complementary textbook.

Websurveyor not working
I used this book over five semesters for the class of Marketing Research I teach at ASU. It is an OK-to-good book. However I would like to warn potential buyers that WebSurveyor has discontinued its contract with the book's publisher many semesters ago; so even if you find a coupon inside the book with a code to enter to use WebSurveyor online, you will not be able to log in...

Excellent General Marketing Research Text
I am an MBA/Graduate Marketing Research adjunct professor at Lindenwood University in St. Louis, MO and I am currently using this text for my class. The students find it very accessible, even for non-researchers, and easy to read. I find that it flows very well and makes good use of real-world examples. The only criticism is that there could be even more real-world cases and examples and some interactive projects that could better allow students to have a more hands-on learning experience. This text is very good overall, but I am needing to supplement the class with some outside real-world projects. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Marketing - Research    5. Marketing research    6. Business & Economics / Marketing / Research    7. Market research   

Editorial Review

Parents will be tempted to read Read more

Reviews (9)

A Wakeup Call for Parents and Parents-to-Be
Once you read this book, you'll realize how aggressively you and your kids are being marketed to -- right from the time you get those "free" product come-ons at the obstetrician's office. Schor does a brilliant job of showing us how the demand for more and more goods is creating by the marketing spin doctors. Make this your book club's next pick.

Solid argument against the commercially constructed childhood
There's not doubt that corporations, advertisers and marketers do not have your child's best interest at heart.Schor provides a comprehensive account of the what, why and how marketers are targeting your children.
If You Have a Child, Read This Book Immediately
Simply put . . . if you're not left in shock within the first 50 pages, you haven't been reading.Ms. Schor's account of our nation's perverse youth-directed advertising, market research and media practices is a profound eye-opener.You will be appalled at what our children are being subjected to - not to mention the hyper-sophisticated marketing strategies & manipulations that take place behind-the-scenes, to ensure our children's psychological captivity.
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Subjects:  1. Advertising and children    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Child consumers    6. Consumer Behavior - General    7. Marketing - General    8. Marketing - Research    9. Materialism    10. Popular Culture - General    11. United States    12. Young consumers    13. Children    14. Social Science / General   

Reviews (17)

Great book
I am a small business owner and get involved in pricing daily.This book provided extremely useful insight into how to make the most money from each deal.An easy read about a topic that is all too often neglected by the small business owner.

Advice that Can Instantly Increase Profits
Rafi's treatment of the subject of pricing was just what I needed to open my eyes to a whole new set of strategies for increasing profits.As a former Corporate Engineer and Manager turned entrepreneur, I needed a more thorough understanding of pricing and found exactly what I was looking for in The Art of Pricing.I appreciated the easy to read and entertaining writing style along with the many examples presented in the book.Books that make it easy for me to remember new concepts also make it easier for me to quickly apply those concepts in real world situations.I will be honing my new pricing skills for years to come.The Art of Pricing has become one of my favorite books to recommend to others.

Good Ideas for Novices!
Key to Mohammed's thinking is to set different prices for different customers having different valuations of what they are willing to pay - eg. matinee and evening prices for movies, early-bird prices at restaurants, discounts for those willing to order airline seats ahead of time.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer satisfaction    5. Economics - Microeconomics    6. General    7. Marketing - Research    8. Marketing Management    9. Prices    10. Pricing    11. Strategic Planning    12. Business & Economics / General   

Reviews (1)

Excellent text - should be standard issue in market research organisations.
UK researchers Smith & Fletcher write clearly with a fine knack of turning the art and science of research analysis into a logical, well-explained process that incorporates not just hard quantitative evidence, but also qualitative research as well as - and this is what takes the book ahead of the field - the experience and judgment of the researcher as well. In essence they advocate a more holistic approach to incisive market research analysis: don't rely on one source, weigh up the broad spectrum of evidence, allow for imperfect data, apply some of your own knowledge filters (in my company and others these are simply known as BS Detectors)and don't forget to try reframing the data: looking at it from different contexts.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business Data Processing    4. Business/Economics    5. Data Processing - General    6. Marketing - General    7. Marketing - Research    8. Marketing Research    9. Qualitative research    10. Statistics    11. Business & Economics / Marketing / General    12. Management decision making    13. Market research   

Reviews (2)

Thought provoking.
This book makes the case for having a CI function within a company very well.It also outlines major CI approaches used and shows how CI is being used in different markets by a broad range of practitioners.The interviews are very enlightening, and many of the techniques can be used by other disciplines.My interest is using CI methods and processes to keep up to date with technology risks and opportunities.This book helps.The accounts of the interviews are great.
Super Searchers - Competitive Intelligence
In this book, Margaret (Peggy) Carr interviewed 17 well-known CI researchers and looked into the process of how they tackle CI projects. Each researcher revealed many of the tactics used in their work. At the end of each chapter, there is a Super Searcher Power Tips section, recapping the highlights of the interview. Even as an experienced researcher (and editor of The CyberSkeptic's Guide to Internet Research) I was able to learn a lot from this book. ... Read more

Subjects:  1. Advertising & Promotion    2. Business    3. Business & Economics    4. Business / Economics / Finance    5. Business intelligence    6. Business/Economics    7. Computer network resources    8. Corporate Planning    9. Electronic information resourc    10. Electronic information resource searching    11. Information Storage & Retrieval    12. Information services    13. Leadership    14. Marketing - General    15. Marketing - Research    16. Marketing Research    17. Strategic Planning    18. Automation of library & information processes    19. Business & Economics / Systems & Planning    20. Business & Management    21. Business competition    22. Internet   

Editorial Review

Rarely does a day go by when most of us do not have to deal with surly salespeople, cheaply made products, or vast and indifferent bureaucracies.Most of us endure this with a stoicism worthy of Seneca himself. After all, what's the use of complaining? It all seems to fall on deaf ears, anyway.Read more

Reviews (47)

Every person in USA should have this book!
I have the book for several years and its contents have saved me time and money over and over again. It is rich in samples of real letters and complaints, with real cases.
Every Amazon.com customer needs to get this book!
Anyone who has made enough transactions with Amazon.com can tell you, Amazon.com has its share of foul-ups.And when mistakes (that are bound to happen from time-to-time) do happen, the biggest errors occur in their customer service department.For me, I know that I have written e-mail after e-mail complaining about RUDE, ERRONEOUS and downright FRAUDULENT communication emanating from the unskilled and unsupervised excuse for a customer service department only to have other unskilled, unsupervised hacks respond.I kept explaining that I was not seeking compensation, I was trying to complain about Amazon.com's customer service, but Amazon.com either doesn't care or doesn't have a mechanism to care.My e-mails which always started, please forward this to so-and-so's supervisor never were.I can't wait for the follow-up to this book."How To Write Letters Of Complaint to OUTSOURCED INDIANS WHO DON'T UNDERSTAND HOW THE AMERICAN CONSUMER WANTS TO BE TREATED!!"

Xcellent
You may only need this book on occassion, but when you do you will be very glad you have it. It proved indespensible for me recently! ... Read more

Subjects:  1. Business & Economics    2. Business letters    3. Business/Economics    4. Commerce    5. Commercial correspondence    6. Consumer Behavior - General    7. Consumer Guides    8. Consumer complaints    9. Consumer education    10. Reference    11. Writing Skills    12. Market research    13. Reference / Consumer Guides   

Reviews (1)

One of the better ones.
I am new to the market and social research scene. I have been through a few books on the topic in order to speed up my learning, I found that a lot of them where either to vague or to in-depth. Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Customer Service    5. Marketing research    6. Methodology    7. Research    8. Social sciences    9. Business & Economics / Customer Service    10. Market research   

Reviews (15)

Extremely thought provoking
This is an insightful and important book. Its main impact for me was to expose many of the prevelant counter-culture ideas/philosophies/attitudes (ones that have influenced me) as logically incoherent and ineffectual. After reading this book I feel closer to the truth and what more can you ask for from this kind of book? Solutions, maybe?? The only solution according to the authors is to get involved in the democratic process.
some serious consequences of picking up chicken.
so one of these guys was born in 1967, but still "came of age in the late 1970s," grew up on a farm in saskatoon, has picked up a chicken, but apparently nobody -else- in the late 1970s, & was unable to do so because he didnt know the rules.
Mandatory reading for all considering themselves part of the counterculture
Nation of Rebels is one of those books that left me thinking 'wow, everything I know is wrong'.If you can excuse the hyperbole, what I mean is that this book, which is clearly written and pleasurable to read despite tackling complex economic and philosophical issues (from Marx and Bourdieu to Freud and Hobbes), severely challlenged the foundation upon which I had built my understanding of the intersection of politics, culture, globalization, and capitalism.One must have an open mind coming into this book, and it helps to know the arguments made by the present countercultural elite (such as Naomi Klein in No Logo), although the authors do an excellent job of setting up their position by explaining the opposition.
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Subjects:  1. Business / Economics / Finance    2. Consumer Behavior - General    3. Economics - Theory    4. Marketing - Research    5. Popular Culture - General    6. Social Science    7. Sociology    8. Social Science / Popular Culture   

Reviews (9)

More insight in Emotionn Marketing
I get lots of insight about emotion marketing from this book. A comprehensive guide to Emotion Marketing
This is a very comprehensive guide to Emotion Marketing for any business. A comprehensive guide to Emotion Marketing
This is a very comprehensive guide to Emotion Marketing for any business.Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer satisfaction    5. Customer Service    6. Customer relations    7. General    8. History Of Specific Companies    9. Marketing    10. Marketing - General    11. Marketing - Research    12. Marketing Management    13. Sales & Selling - Techniques    14. Business & Economics / General    15. Business strategy    16. Sales & marketing management   

Subjects:  1. Evaluation (Social Sciences)    2. Marketing Research    3. Reference    4. Research    5. Social Science    6. Sociology    7. Market research    8. Social Science / Research    9. Social research & statistics    10. Social, group or collective psychology   

Reviews (13)

A chinese buffet of critiques and ideas
Brand Hijack is in turns amongst the most boring and the most interesting of marketing paperbacks out there. Wipperfurth is clearly fed up with conventional marketing and its desire to "control" the identity of a brand and in turn, the experience of the consumer. One can not blame him for it - the strength of this book lies in making a strong case for brands to think of consumer interactions as dialogues. Focus groups exchanged for true interaction with actual consumers. Indeed what would have been impossible 20 years ago, is very possible today. Today, one can have communities that support and work with certain brands, and those communities can inspire brand loyalty of the kind that money and ads can not buy. Point taken.
Another propaganda piece for the Brand as God Cult
Clever jacket. Pretty words that sound like a stoned ad consultant on auto play. Cute stories -- one or two keepers. A lot of "so what?"
Packed with Knowledge!
This thoughtful book fills a gap in marketing literature by explaining why some unknown products and people suddenly become huge financial and popular successes. While many people assume marketers create such stars with careful planning and huge advertising campaigns, in fact many of these brands were ignored before they emerged into the mainstream. Fringe groups popularized them, created their images and made them generally successful, often with no professional involvement at all. Author Alex Wipperf�rth has done a masterful job of identifying, researching and revealing this phenomenon. In a world of repetitive marketing books, this one stands out as refreshing and insightful, complete with numerous case studies and extensive endnotes. We believe it would be a welcome addition to any marketing department's library. It can reinvigorate your creative marketing as it explains the unexpected. ... Read more

Subjects:  1. Advertising & Promotion    2. Brand choice    3. Brand loyalty    4. Brand name products    5. Business & Economics    6. Business / Economics / Finance    7. Business/Economics    8. Consumer behavior    9. General    10. Marketing    11. Marketing - Research    12. Business & Economics / Marketing / General    13. Sales & marketing