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

Reviews (2)

Beware the 'WIWAKs' and the 'MARENTS'
I've been re-reading the book - The Kids Market: Myths and Realities, and once again I'm struck by the insight, and the thoroughness of the research. Dr. James U. McNeal has put together a book that truly is a must have for us in the business of marketing to kids. Information Based on Solid Empirical Research
This is a very informative book about the buying behavior of children around the world.This book has given me much insight into this topic.I have also read "Creating Ever Cool." They are two complementarytools for marketers. ... Read more

Subjects:  1. Business / Economics / Finance    2. Business/Economics    3. Marketing - Research    4. Marketing research    5. United States    6. Young consumers    7. Advertising    8. Business    9. Consumer Behavior    10. Marketing    11. Psychology   

Reviews (3)

Great book, but...
This is generally a great read.However, I find the quantitative examples in Chapter 6 very confusing to follow.In addition, as a financial analyst, I feel very insulted for being called "bean counter" numerous times in the book.The author should be more aware of this demeaning attitude he carelessly imbedded in this otherwise great book.

Critical Resource for Maximizing Value From Innovation, R&D
F. Peter Boer's Valuation of Technology is mandatory reading for every CEO, Head of R&D, and key investor who has heard it all when it comes to the importance of "innovating". But who despairs about theabsence of fundamental tools for extracting new value from research-drivenefforts in all parts of the corporation. This a must read for all senior executives in technology
This is a great book, that for the first time, not only brings together the technology management and financial disciplines, but also highlights that often misunderstood cultural differences between these two disciplinesthat need to work together.Read more

Subjects:  1. Business / Economics / Finance    2. Business/Economics    3. Cost effectiveness    4. Evaluation    5. Industrial Technology    6. Information Management    7. Management - General    8. Marketing - Research    9. Operations Management    10. Quality Control    11. Research And Development Management    12. Research, Industrial    13. Technology    14. Research & development management    15. Technology / Industrial Technology    16. Technology: General Issues   

Reviews (1)

Yet another excellent book from Tom Mentzer - a must read.
This is an updated edition of Dr. Tom Mentzer's seminal work on the topic of sales forecasting.While Tom has kept the original material which clearly elucidates his groundbreaking approach to statistical forecasting, this edition includes updates on the topic of demand management and systems.This book is very well written and does a great job bringing an arcane subject to life.It serves as an excllent primer and is a great reference on topics related to demand management.Additional papers written by Tom Mentzer can be found at the Steelwedge website. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Forecasting    5. Management    6. Marketing - General    7. Marketing - Research    8. Marketing research    9. Sales & Selling - Management    10. Sales forecasting    11. Business & Economics / Marketing / General    12. Economics, Finance, Business and Industry    13. Sales & marketing   

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

Reviews (9)

Still, a great book for product development
Although I agree with several of the concerns by other reviewers, I recommend this book for product developers because it offers usable information that can improve the liklihood of success for a new product. Great topic but too superficial
Cagan and Vogel are addressing a critically important topic.Isn't that every company and entrepreneur's dream to actually create breakthrough products?Are they going to find the formula in this book?Well, yes and no. Useful to anyone in Marketing
Apple Computers/imac, VW/Beetles, OXO/Good Grips and Herman Miller/Aeron Chair are just a few examples of companies/brands that saw their sales rocket due to introduction of new products with unique packaging or design. This book highlights most of these examples and does a good job of showing that no long term strategic marketing plan can overlook the function of quality design. Great design makes a difference to a company's bottom line. People want to own products that not only function well but also look cool.Read more

Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Marketing - General    6. Marketing - Product Management    7. Marketing - Research    8. Marketing research    9. New products    10. Product management    11. Production planning    12. Business & Economics / Marketing / General    13. Product design   

Reviews (1)

Excellent tools & cases of technology valuation
'Technology Valuation Solutions' strikes a good balance in integrating & presenting both analytical frameworks & R&D business perspective. Dr. Boer has concisely utilized real-world business cases to illustrate the application of various technology valuation tools, in a pragmatic & user-friendly manner. The companion CD-ROM, which consists Excel templates that support the business cases, is also highly practical in guiding readers to apply knowledge gained from the book. ... Read more

Subjects:  1. Accounting - General    2. Business / Economics / Finance    3. Cost effectiveness    4. Engineering - Industrial    5. Evaluation    6. Marketing - Research    7. Nanotechnology    8. Research And Development (Engineering)    9. Research, Industrial    10. Science/Mathematics    11. Technological Innovations    12. Technology    13. Business & Economics / Accounting / General    14. Finance & Accounting   

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

Features

• Illustrated

Reviews (4)

Extraordinary collection of examples, facts and factoids
Taken together, the book demionstrates how leading companies are ceasing to be collections of physical capital (Adam Smith's land, labor, and capital), and becoming mental constructs that represent the characteristics of human beings:brands can be trustworthy or not, creative or stable, leading-edge or traditional, conservative or liberal, male or female, and so on.Companies and their brands become complexes of embodied characteristics, as complex as any individual.These qualities become the promise the brand makes to the consumer.As long as the brand lives up to the promise, customers are retained, and so are profits.But if the company violates its brand promises, it betrays its customers and begins to lose them.This book comes at this from many directions, and lacks a clear comprehensive approach, but it is a fascinating sampler.

Expert on branding explains the big names
This anthology, edited by Rita Clifton and John Simmons with Sameena Ahmad, contains an abundance of information about branding. In fact, with 17 contributors, different experts repeat the same information more than once, further emphasizing and validating these points. For example, several contributors note the social value of brands; later, an entire chapter covers the same topic. Some sections delve into the material more deeply than others, but much of it is sophisticated enough to appeal to the most dedicated brand specialist. The book includes discussions of branding esoterica such as the distinction between verbal and visual identities, and the role of brands in a global marketplace. Despite the repetition and the inclusion of some dated studies, we brand this book as an important one for anyone concerned with branding, especially with its new role as a source of financial value.

Unique, Refreshing, and Informative Perspectives
This book offers a variety of perspectives on brands and branding from several dozen different experts on marketing. I especially enjoyed reading it because most of these experts draw upon experiences outside of the United States. True, core concepts have global relevance but strategies and tactics to create, increase, and leverage brand equity necessarily vary from one marketplace to another. For example, Sameena Ahmad discusses "Globalisation and brands" (Chapter 11), Kim Faulkner examines "Branding in South-East Asia" (Chapter 13), and Simon Anholt offers some valuable insights concerning "Branding places and nations" (Chapter 14). As Patrick Barwise correctly notes in the Preface, if top managers are becoming brand stewards, they must address issues such as:
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Subjects:  1. Advertising & Promotion    2. Brand name products    3. Business & Economics    4. Business / Economics / Finance    5. Business/Economics    6. Forecasting    7. Management    8. Marketing    9. Marketing - General    10. Marketing - Research    11. Business & Economics / Advertising & Promotion    12. Business & Economics/Marketing - Research    13. Business & Management   

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

Reviews (1)

Interesting but probably poorly understood by executives
A bit repetitive at times, perhaps because the author didn't have permission to discuss a lot of different client projects. I came away thinking that observational research (which includes interactions with consumers - not just watching them) is a sophisticated research and planning activity that only the most advanced corporations (e.g., General Mills, Xerox, Hallmark, P&G, Toyota) understand and hire for (or maybe they use their own in-house experts, something that Abrams discourages). I would also expect that it takes a lot of training and experience for someone to do this without unintentionally influencing the study - although Abrams reinforces the point that this is subjective and qualitative - and that is part of it's value. Sure seems like if a observational researcher can do this well, they could discover things that could change an entire industry (like the Palm Pilot or the Chrysler Mini-Van). Overall, I found the book to be "okay," the method itself - potentially ground-breaking. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer Behavior    5. Consumer Behavior - General    6. Marketing    7. Marketing - Research    8. United States    9. Business & Economics / Marketing / General    10. Consumer issues    11. Market research    12. Research methods: general   

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Management    5. Marketing    6. Marketing - General    7. Marketing - Research    8. Marketing Management    9. Strategic planning    10. Business & Economics / Marketing / General    11. Sales & marketing   

Reviews (3)

PR & Measurement book
Great book,full of useful practical examples. I would recommend to all in the buisness.

Excellent Professional Tool
Mr. Weiner's book is an excellent reference tool for those in the profession, and it is an interesting exploration for those outside the field but with an interest in what motivates the Public.Well worth a read!

Shines a bright light on your practice
"I believe that PR is as much a science as it is art and I further believe that the science upon which effective public relations can be based actually enhances the creative process, by focusing creative resources on the most compelling ad credible messages as proven through research," says Mark Weiner in his new book "Unleashing the Power of PR: A contrarian's guide to marketing and communication (IABC/Jossey Bass, 2006).
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business communication    4. Business/Economics    5. Communication in marketing    6. Marketing - Research    7. Public Relations    8. Business & Economics / Marketing / Research   

Reviews (15)

A Good Reminder
For most marketing professionals - or any human being that has one or more woman in his/her life - Mary Lou's book doesn't present any dramatically new information. What it does, however, (and does nicely) is clearly remind the reader that many females share some common attributes: they want to be heard, they suffer self-induced stress in addition to work & family induced stress, they put others first, they crave comfort, etc. Being a woman, I could relate with everything printed in the book; being a marketer, I know it is easy to "forget" these very simple truisms when it's time to market to women. Mary Lou's writing is clear and straightforward - a good read for any business person looking to effectively tap into the large female buying population, or any man, really, looking to improve his female relationships :)

La femme est l'avenir de l'homme!
Translated, this sentence written by Aragon means: "Women are the future of mankind".
Packed with Knowledge!
Mary Lou Quinlan interviewed 3,000 women consumers about their desires and buying habits. When you finish her book, you will actually be able to answer the question, "What do women want?" Quinlan's style is direct and personable. She backs up her arguments with quotes from successful CEOs and marketers and with a smattering of do's and don'ts from the world of advertising. The book has heart - after all, Quinlan maintains that for women, business is personal - as well as practical advice, although you may have to dig for it. She provides a lot of information on broad thematic lines, sometimes making it tricky to sort out strategies from stories. This is less of a textbook than Marketing to Women (by Martha Barletta from Dearborn Trade Publishing); it is more research-based and extends beyond communications into comparable hands-on, practical counsel. We suggest this wakeup call about the buying power of women to professionals in marketing, advertising, sales and customer service. Use this primer to decode those mixed signals you've been getting from women in your marketplace - and in your life. ... Read more

Subjects:  1. Attitudes    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Consumer Behavior    6. Consumer Behavior - General    7. Marketing    8. Marketing - General    9. Marketing - Research    10. Psychology Of Women    11. Sales & Selling - General    12. United States    13. Women    14. Women consumers    15. Women's Studies - General    16. Business & Economics / Sales & Selling    17. Customer services    18. Market research    19. Women's studies   

Reviews (1)

Highly Recommended!
Women not only rule the roost, they control its purse strings. In an economy 75% driven by individual consumer spending, women make decisions that affect 88% of all purchases and control almost half of all the households with assets of more than $500,000. The results of marketing research data show, in staggering and unequivocal terms, that women are the dominant demographic and financial engine behind the U.S. economy. The first half of author Bernice Kanner's book focuses on women's impact on various industries. The book's second half notes failed campaigns and explains what kind of marketing appeals to women. Despite its overwhelming reliance on marketing data, this book suffers from mixing the differences and similarities between the genders. At times the distinctions are clear, but often the differences get blurred. This extremely informative book would have benefited from tighter editing to make it less jumbled. Still, we think marketing and advertising executives can use this book to avoid chauvinist marketing pitfalls, adjust to changing demographics and more effectively draw female consumers to their clients' products. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer Behavior    5. Consumer Behavior - General    6. Marketing    7. Marketing - General    8. Marketing - Research    9. Women consumers    10. Business & Economics / Marketing / General    11. Sales & marketing   

Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Marketing - General    6. Marketing - Research    7. Sales & marketing   

Reviews (1)

as seen on http://farisyakob.typepad.com/blog/
Just finished reading John Grant's latest book, The Brand Innovation Manifesto and I must say that I like how practical it is. On the surface I suppose that sounds like an understated compliment but what I mean is that it's not just another marketing book that is entrenched in rhetoric and theory without `real life' applicability.
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Subjects:  1. Brand name products    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Marketing    6. Marketing - General    7. Marketing - Research    8. Psychological aspects    9. Social aspects    10. Business & Economics / Marketing / General    11. Business & Management   

Reviews (1)

Marketing Research, Eighth Edition with SPSS 13.0
Excellent book.A real academic endeavor come to fruition.Well written, though sometimes tough to follow.Using as text for MBA marketing research class. ... Read more

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

Reviews (1)

Take advantage of the Internet and preserve data integrity
The collaborative effort of computer communications experts Matthias Schonlau, Ronald D. Fricker, Jr. and Marc N. Elliott, Conducting Research Surveys Via E-mail And The Web is a practical and accessible guide to applying the pervasiveness of the internet to the gathering of survey data in a much faster and significantly less expensive manner than traditional means of phone or mail communications. Yet online surveys have their own pitfalls that can adversely skew data results. Individual chapters cogently address how to take maximum advantage of the Internet while preserving data integrity, and provide an invaluable look at the future of internet-based survey methods. Simply put, Conducting Research Surveys Via E-mail And The Web is a "must-read" for anyone in academia, government, social issue activism, or business who is contemplating running a survey through the use of electronic mail or a webpage. ... Read more

Subjects:  1. Data Transmission Systems - Electronic Mail    2. Data processing    3. Internet - World Wide Web    4. Methodology    5. Military    6. Reference    7. Research    8. Social sciences    9. Social surveys    10. Business & Management    11. Internet    12. Market research    13. Research methods: general   

Reviews (12)

Branded: The Buying and Selling of Teenagers
The premise of this book seemed very appealing to me. I have always been very opinionated about "Branding" teenagers, and while in high school I refused to wear well known brand-name clothes.
Okay, but lacking...
"Branded" definitely supplies a great deal of information, but Quart seems to fail in synthesizing this information for the reader.Granted, it is fairly easy to understand the points she is trying to make, but she fails to coherently state these points in a memorable fashion.The book is filled with endless examples and statistics, but it is lacking in overal argumentation.She seems to allow the facts and the stats to speak for themselves, without using them to prove specific points.The book is an endless supply of premises, with very few conclusions.
Brand This!
Branded: The Buying and Selling of Teenagers by Alissa Quart is a quick and fascinating read on the current and constructed intersections between young people, the media and popular culture, corporate agencies, and consumer culture.
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Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Children's Studies    5. Consumer Behavior - General    6. Marketing - General    7. Politics/International Relations    8. Sociology - General    9. Adolescents    10. Market research    11. Popular culture