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– By Rosser Reeves If you were forced to read just one book on advertising, which one would you go for? I have my shortlist of about five books and, amongst them, one strong contender would be Reality in Advertising by Rosser Reeves. Sadly, the book is out of print although you could, if you […]
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– By Malcolm Gladwell Why is it that certain ideas suddenly – and inexplicably – take off and become the talk of the town? What causes the tipping point? In his best-selling book – The Tipping Point – Malcolm Gladwell explains why. According to Gladwell, ‘The Tipping Point is the biography of an idea, and […]
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– By Al & Laura Ries Read most books on management and they will all talk about the one key objective of companies – to maximise shareholders’ value. That objective is taken as gospel. However, there are now a growing group of companies that don’t follow the traditional stockholder-biased business model but a stakeholder relationship […]
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– By David A. Aaker I am sure many of us would have read some of David Aaker’s books – he has been quite prolific. I remember reading his first book – Managing Brand Equity – years ago. I followed that with some of his other books as well and he did, through the years, […]
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– By Max Sutherland I had read the first edition of Advertising and the Mind of the Consumer over ten years ago and it made a huge impact to me at the time. Max Sutherland is a marketing psychologist who has been tracking the effects of advertising communication for many of the leading global advertisers […]
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– By Erik Taylor and David Riklan Mastering the World of Marketing has 50 chapters! That seems like a large number but each chapter is only a few pages long. And that is because each chapter has been written by a different marketing specialist. The specialists include Jack Trout, Allen Weiss, Chris Brogan, Guy Kawasaki, […]
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– By Raj Sisodia, David B. Wolfe and Jag Sheth Read most books on management and they will all talk about the one key objective of companies – to maximise shareholders’ value. That objective is taken as gospel. However, there are now a growing group of companies that don’t follow the traditional stockholder-biased business model […]
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– By Vijay Govindarajan and Chris Trimble Professor Vijay Govindarajan is one of the leading experts on strategy and innovation. He teaches at the Tuck School of Business at Dartmouth. He was also the first Professor in Residence and Chief Innovation Consultant at General Electric. He worked with GE’s CEO Jeff Immelt to write “How […]
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– By Edward de Bono It was Thomas Edison, I think, who said, “Five percent of the people think; ten percent of the people think they think; and the other eighty-five percent would rather die than think.” In whatever we do, thinking is important. Human beings are emotional animals and, very often, we let our […]
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– By Allen P. Adamson As marketers, we are exposed to so many theories and ideas that it can all get pretty confusing. Many marketing gurus – including Al Ries and Jack Trout – have been arguing that branding is not as complex and complicated as many experts make it out to be; actually it […]
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