Book Description
How advertising and marketing managers can partner with their ad agencies--to achieve new levels of advertising success.
"The vast majority of ads are mediocre--but don't blame it on your ad agency. Blame it on yourself." This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don't understand their own responsibilities in the ad creation process--or how to manage the delicate relationship with their agency.
In this breakthrough book, frustrated managers can learn the four basics that build highly effective, highly targeted advertising. The book shows how to: 1. establish the strategic vision (the positioning) for the brand 2. provide clear ad development direction (that's based on consumer insight) 3. provide and nurture an effective creative process 4. coach the ad agency to success.
Customer Reviews:
This book has worked for me!.......2001-03-25
A little over a year ago I found this book while searching for a tool that could help me understand and communicate in my new boss' style. Some doubts had already been expressed about the success of our team, putting my job in jeopardy. I read this book over a weekend. The application of these concepts brought immediate results, particularly because it allowed to communicate a full, long term strategic approach to what had been perceived as tactics. The results on our brand were exceptional and my boss recognized and compensated very well my efforts.
Highly Recommended!.......2001-03-21
How long has it been since you came across a book that you want to read twice? This book, with its eye-catching cover featuring the title as an embossed leather patch on the backside of a pair of blue jeans, is that kind of book. Authors Richard D. Czerniawski and Michael W. Maloney created this organized guide for marketing professionals and wrote it in a way that lets every reader learn. You are always told what you are about to learn, you're tested on that knowledge and then you are given real-life examples that reinforce the lesson. The authors debunk "established" methods, which they find condescending to marketing professionals. They believe that most marketers are tactically strong, but need to learn more about the strategic requirements of creating brand loyalty. We at getAbstract strongly recommend this book to senior managers, marketers, academics and - if you want to be savvy, too - consumers.
Perfect for Everyone in Brand Management.......1999-12-04
Czerniawski and Maloney developed a great strategic roadmap for brand positioning as well as creative agency management. Everyone in brand/product management should read this book. It provides a strong strategic structure to manage and develop your brands for long term success. I've given copies to everyone on my brand team.
A must for marketing, advertising & branding executives........1999-10-09
"Creating Brand Loyalty" delivers on it's promise. It offers proven step-by-step advice on how to position brands as well as how to work effectively with creative professionals to manage the expression of brands in advertising. Czerniawski and Maloney have distilled their considerable experience as highly paid consultants to leading consumer packaged goods brands into a practical and highly informed guide to the art and science of positioning.
The guidance, tools, templates and forms provided in the book give you everthing you need to develop a positioning for your brand and to communicate your brand's essential value proposition. Advertising agencies and public relations firms should pay their customers to read this book!
A tremendous resource for building power brands........1999-08-22
A book built from the combined insights of two of the most successful marketers in the world. This is a tremendous resource for building the power brands of the future.
Average customer rating:
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Regionalism in Europe: Geometries and Strategies After 2000 (ZEI Studies in European Economics and Law)
Manufacturer: Springer
ProductGroup: Book
Binding: Hardcover
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ASIN: 0792373537 |
Book Description
Over the past 40 years, the European Union has been a great force of attraction for new members. At the same time it has entered a host of bilateral and multilateral regional agreements with non-member countries. The result of these developments is a rather unique form of regionalism in Europe, consisting of deep integration within the European Union and a network of sometimes overlapping arrangements involving the Union.
Regionalism in Europe: Geometries and Strategies After 2000 brings together a collection of studies of the nature and the implications of this unique regionalism in Europe written by a group of renowned economists from various countries. The issues discussed in this book range from theoretical and institutional aspects to empirical studies of the EU's regional policy, the regional implications of European Monetary Union, and empirical studies of the trade and welfare effects of regional arrangements between the EU and other countries.
Book Description
Each week the oil and gas fields of sub-Saharan Africa produce well over a billion dollars' worth of oil, an amount that far exceeds development aid to the entire African continent. Yet the rising tide of oil money is not promoting stability and development, but is instead causing violence, poverty, and stagnation. It is also generating vast corruption that reaches deep into American and European economies. In Poisoned Wells, Nicholas Shaxson exposes the root causes of this paradox of poverty from plenty, and explores the mechanisms by which oil causes grave instabilities and corruption around the globe. Shaxson is the only journalist who has had access to the key players in African oil, and is willing to make the connections between the problems of the developing world and the involvement of leading global corporations and governments.
Customer Reviews:
Poisoned Wells.......2007-06-11
Of the current crop of "what is wrong with Africa" books including "The Shackled Continent", "The White Man's Burden" and "The Trouble with Africa", Nicholas Shaxson's analysis and prescriptions for change are the most radical and on-the-money. Shaxson's book should be widely read and discussed. Unfortunately, too much invested in the status quo by all concerned to see much likelihood of change within the next few decades.
Book Description
At the turn of the twentieth century Cadbury Bros. Ltd. was a successful Quaker-owned chocolate manufacturer in Birmingham, England, celebrated for its model village, modern factory, and concern for employees. In 1901, Cadbury learned that its cocoa beans purchased from Portuguese-owned plantations on the island of Sao Tome off West Africa were produced by slave labor. Chocolate on Trial: Cadbury, Slavery and the Economics of Virtue in Imperial Britain gives a lively and highly readable account of the events surrounding the libel trial in which Cadbury sued the London Standard, following the newspaper's accusation that the firm was hypocritical in its use of slave-grown cocoa. As compelling now as at the turn of the previous century, the issues probed by Lowell J. Satre give invaluable historical background to contemporary issues of business ethics, corporate social responsibility, and globalization. The story Satre tells illuminates what a stubbornly persistent institution slavery was and shows how Cadbury, a company with a well-regarded brand name and logo, endured ethical dilemmas and challenges to its record for social responsibility. Chocolate on Trial brings to life the age-old conflict between economic interests and the value of human life.
Customer Reviews:
Outstanding study of capitalism in practice.......2007-01-19
This superb book studies the connection between slavery in West Africa and the British, and Quaker, firm of Cadbury, particularly in the first decade of the twentieth century.
From the 15th century, the slave trade was the foundation of the Portuguese empire. Even in the early 1900s, Angola was still a slave state, with half its people enslaved. The British Empire was an ally of Portugal, so it was complicit in the slavery. Portugal's islands of Sao Tome and Principe, 150 miles off Africa's west coast, had 40,000 slaves producing cocoa beans which Cadbury had been buying since 1886. From 1901 to 1908, Cadbury got half its beans from the islands.
A Foreign Office official noted, "The fact of the matter is that the system is neither more nor less than slavery but that we do not dare to say much as we might thus offend the Portuguese with whom we desire to stand well." In the 1900s, the British Empire was trying to recruit African labour from Portuguese Africa for its gold mines in South Africa. The Foreign Office warned against the "danger of learning inconvenient facts which might oblige us to make representations to the Portuguese Govt. which we don't want to do." So Britain, like Portugal, ignored the treaties obliging them to act to halt the slave trade. Prime Minister Lord Salisbury ordered, "Leave it alone."
In 1901, William Cadbury first heard rumours of slave labour on the islands. All the evidence that he later received confirmed that there was a brutal slave trade in Angola, that the labourers on the islands were forced, that the death rate was huge (often 20% a year), and that none was free ever to leave. Yet Cadbury did not boycott the products of slave labour until 1909.
The company claimed that discreet diplomacy, and continued purchase of Sao Tome's cocoa, would improve the workers' position. Their position, however, did not improve: 6,000 slaves died every year, though profits certainly increased, as did the number of slaves and the amount of cocoa exported.
Humanitarian pressure groups tried to get the British government to act in the labourers' interests. It responded with endless promises to press the Portuguese state to reform, and repeated investigations and commissions. This all proves the folly of relying on companies, pressure groups, treaties or governments to effect improvement. Angola and the islands used forced labour until they won independence from Portugal in 1975.
How we have progressed since then! Such outrages are long gone. Yet in 2001, the Financial Times reported, "Nestle and Cadbury were accused of turning a blind eye to child slavery in the cocoa industry." A 2002 study estimated that 284,000 children worked in West Africa's cocoa farms. Another study concluded that there were 15,000 child slaves in the Ivory Coast alone. Cadbury responded, "We were completely unaware of the allegations concerning cocoa growing in the Cote d'Ivoire." Plus ca change.
The USA spends $8.5 billion a year on chocolate products, Britain spends £4 billion, while the children who produce the chocolate toil in poverty and slavery.
Average customer rating:
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Business and Accounting Ethics in Islam (Islamic Futures and Policy Studies)
Trevor Gambling , and
Rifaat Ahmed Abdel Karim
Manufacturer: Mansell
ProductGroup: Book
Binding: Hardcover
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Accounting
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| Auditing
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ASIN: 0720120748 |
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Business Ethics in Africa
Deon Rossouw
Manufacturer: Oxford University Press, USA
ProductGroup: Book
Binding: Paperback
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ASIN: 0195780825 |
Book Description
This book is written from an inter-disciplinary perspective with the South African business context. It provides an introduction to the theory required for studying business ethics and practical guidance for moral decision making. The book is divided up into three parts. Part One is concerned
with the relationship between business and ethics and sketches some of the historical debates that have taken place. Part Two looks at moral dilemmas in business, particularly those that are relevant to the South African context such as AIDS and affirmative action. Part Three treats such practical
issues as the corporate governance of morality, building trust with ethics and fighting fraud.
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Compendium of Codes of Legal Practice, Conduct, Ethics and Etiquette in East Africa
East Africa Law Society
Manufacturer: LawAfrica Publ.
ProductGroup: Book
Binding: Paperback
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ASIN: 1904855547 |
Book Description
Nigeria's political and macroeconomic development is examined to provide better understanding of the intricacies of revenue collection and allocation. The author peruses the constitutional responsibilities of various tiers of government to expose its expenditure profile, which reveals lopsided revenue allocation formulae. He proceeds to examine the various ways in which Nigeria may allocate revenue more equitably, which he considers key to the project of attaining stable democracy after decades of military rule.
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Corporate Citizenship in Africa: Lessons from the Past: Paths to the Future
Manufacturer: Greenleaf Pubns
ProductGroup: Book
Binding: Hardcover
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ASIN: 1874719551 |
Book Description
Corporate citizenship is enmeshed in the debate about AfricaÂ's future. Africa is the continent where the social needs are greatest and where the benefits of globalisation have been least felt. What makes corporate citizenship in Africa not only fascinating, but also of critical importance, is that the continent embodies many of the most vexing dilemmas that business faces in attempts to be responsible, ethical and sustainable.
This unique collection for the first time brings together in one publication the critical debates, perspectives, experiences and success stories in the emerging field of corporate citizenship in Africa.
The book addresses a number of key questions: What research has been conducted on corporate citizenship in Africa over the past ten years? How are the concepts and challenges of corporate citizenship in Africa different, compared to other regions of the world? Which industry sectors are leading in the implementation of corporate citizenship in Africa? What are some of the dilemmas facing companies that are striving to be good corporate citizens in Africa? What are some of the best-practice case studies of companiesÂ' corporate citizenship programmes in Africa? What can Africa learn from the rest of the world about corporate citizenship, and what can it teach others?
The book acts as a bridge in many ways: between academic theory and business practice; between notions of corporate citizenship originating in developed countries and emerging concepts incubated in a developing-country context; between the experiences of multinationals and the perspectives of small and medium-sized enterprises; between different countries and regions within Africa and around the globe. This publication marks a change in the tide — a groundswell towards a more vigorous debate and robust research agenda on corporate citizenship in Africa. It will be essential reading for all those involved in the rapidly growing corporate responsibility movement.
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Diamond
Matthew Hart
Manufacturer: Fourth Estate
ProductGroup: Book
Binding: Paperback
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ASIN: 1841152803 |
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Economic Imperatives and Ethical Values in Global Business: The South African Experience and International Codes Today
S. Prakash Sethi , and
Oliver F. Williams
Manufacturer: Springer
ProductGroup: Book
Binding: Hardcover
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ASIN: 0792378938 |
Book Description
This book undertakes an in-depth study and a systematic analysis of the workings of the Sullivan Principles and their impact on: (a) the operations of the US corporation in South Africa; (b) the process of the dismantling of apartheid and creation of a non-racial, democratic government in South Africa; and (c) the actions of multinational corporations from other countries and large South African corporations in emulating the behavior of US multinational corporations and thereby enlarging their impact through a multiplier effect. The over-arching objective of this book is to learn from the experience of the Sullivan Principles, and interpret how this experience might be translated into developing `rules of the game' and `codes of business ethics' as large multinational corporations continue to confront the issues of human rights, living and working conditions of workers in their overseas manufacturing operations, and where there is constant pressure on the corporations to pay more attention to environmental protection, sustainable growth, and preservation of biodiversity. Furthermore, the ethical conduct of multinational corporations and transparency in their dealings with important stakeholders is an increasing concern. The authors bring to this analysis their combined experience of more than fifteen years working with business corporations, non-governmental organizations, and other segments of the anti-apartheid movement in South Africa during the formulation and implementation of the Sullivan Principles. In addition, they have been engaged in extensive research, teaching, and consultation on various aspects of business ethics and global codes of conduct. The analytical framework created by the authors will help multinational corporations to understand societal expectations of business within a normative, economic, and contextual framework, and to evaluate the likelihood of success or failure of various strategic options and implementation formats that might be available for use in a given situation.
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Employment Equity and Affirmative Action: An International Comparison
Harish C. Jain ,
Peter J. Sloane , and
Frank M. Horwitz
Manufacturer: M.E. Sharpe
ProductGroup: Book
Binding: Paperback
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ASIN: 0765604531 |
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Entrepreneurial Ethics and Trust: Cultural Foundations and Networks in the Nigerian Plastic Industry (Making of Modern Africa)
Yakubu Zakaria
Manufacturer: Ashgate Publishing
ProductGroup: Book
Binding: Hardcover
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ASIN: 0754611604 |
Book Description
Detailed Info on conducting business and investment activity in the country with special offshore status. Updated annually Detailed Info on conducting business and investment activity in the country with special offshore status. Updated annually
Download Description
Detailed Information on conducting business and investment activity in the country with special offshore status. Updated annuallyDetailed Information on conducting business and investment activity in the country with special offshore status. Updated annua
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Netherlands Antilles Offshore Investment and Business Guide (World Spy Guide Library)
Manufacturer: Intl Business Pubns USA
ProductGroup: Book
Binding: Paperback
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ASIN: 0739739271 |
Book Description
Detailed information on conducting offshore business and investment activity in the country. Updated annually, available on a CD-ROM.
Books:
- Crisp: Call Center Success: Essential Skills for CSRs (Crisp Fifty-Minute Series)
- Culinary Taste: Consumer Behaviour in the International Restaurant Sector (Hospitality, Leisure and Tourism) (Hospitality, Leisure and Tourism)
- Customer Bonding: Pathway to Lasting Customer Loyalty
- Customer Equity Management with Software
- Customer Relationship Management: A Strategic Imperative in the World of E-Business
- Customer Service: A Practical Approach (4th Edition)
- Customer Service: Aiming for Excellence
- Customer Service Is a Contact Sport
- Customer Service Over the Phone: Techniques and Technology for Handling Customers Over the Phone
- Designing and Delivering Superior Customer Value: Concepts, Cases, and Applications
Books Index
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