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How Brands Become Icons

D. B. Holt

How Brands Become Icons

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands–they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands...

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D. B. Holt

Failure to Communicate

Holly Weeks

Failure to Communicate

Your stomach's churning; you're hyperventilating – you're in a badly deteriorating conversation at work. Such exchanges, which run the gamut from firing subordinates to parrying verbal attacks from colleagues, are so loaded with anger, confusion, and fear that most people handle them poorly: they avoid them, clamp down, or give in.But dodging issues, appeasing difficult people, and mishandling tough encounters all carry a high price for managers and companies – in the form of...

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Holly Weeks

Marketing Metaphoria

Gerald Zaltman

Marketing Metaphoria

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this «depth deficit» and find the universal drivers of human behavior so vital to a firm's success.Marketing Metaphoria reveals the powerful unconscious viewing lenses–called «deep...

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Gerald Zaltman

HBR Guide to Building Your Business...

Raymond Sheen

HBR Guide to Building Your Business Case (HBR Guide Series)

Get your idea off the ground. You’ve got a great idea that will increase revenue or boost productivity—but how do you get the buy-in you need to make it happen? By building a business case that clearly shows your idea’s value. That’s not always easy: Maybe you’re not sure what kind of data your stakeholders will trust. Or perhaps you’re intimidated by number crunching. The HBR Guide to Building Your Business Case , written by project management expert Raymond Sheen, gives you the guidance...

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Raymond Sheen

Innovative Team Selling

Eric Baron

Innovative Team Selling

Sales teams have the potential to do great work. Most sales teams do not devote enough energy to meeting dynamics and process awareness. The skills related to this are critical components of effective teamwork, collaboration and innovation, both internally and externally. Innovative Team Selling places the focus squarely on what will actually make team selling work within organizations large and small. It outlines how to help your teams master new skills in five specific categories:...

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Eric Baron

The Marketing of Technology Intensi...

Patrick Corsi

The Marketing of Technology Intensive Products and Services

This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused...

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