Marketing 2014

Marketing�

Books Catalogue 2014

Welcome to the Kogan Page 2014 Marketing Catalogue. This cataloguecontains our newest and bestselling titles comprising textbooks suitable foracademic courses as well as professional titles suitable for recommendedreading, chosen for their contribution to the field with a heavy practical focus.

We aim to provide a wide range of resources that will meet your and yourstudents’ needs in a variety of formats. Many of our titles come with onlineresources ready for course use, available at our website www.koganpage.com.Our titles are also all available in ebook format for individual purchase, andthrough partners such as Vitalsource, Kortext and MyiLibrary for institutionalaccess.

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Kogan Page is a leading independent global publisher of business books andebooks at all levels encompassing the fundamentals of business, practicalguidance and cutting-edge business topics.

Kogan Page has built its reputation through excellence across all key areas inbusiness publishing, particularly within: Marketing, Branding and PR; Logisticsand Supply Chain Management; Management and Leadership; Human ResourceManagement and Development. Our books are used on courses worldwide in avariety of formats.

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If you would like to discuss a book idea with us, or if you would like to reviewbooks in your area of teaching, please get in touch with us using the contactdetails opposite.

SUCCESSFUL MARKETING COMMUNICATIONSA complete step by step guide

ROB HARDY

PROMOTIONALMARKETING

RODDY MULLIN

HOW TO CREATE, IMPLEMENT & INTEGRATE CAMPAIGNS THAT REALLY WORK

The Management of

LuxuryA Practitioner’s Handbook

Berghaus · Müller-Stewens

Reinecke

Page 6 Page 8Page 7 Page 9

Page 13 Page 21Page 20 Page 22

Key New Titles

Fundamentals of Marketing ......................................................................................2

Marketing Strategy and Communications.................................................................5

Digital Marketing.......................................................................................................8

Branding and Advertising .......................................................................................12

Market Research......................................................................................................16

Consumer Behaviour...............................................................................................18

Public Relations .......................................................................................................20

Index ...............................................................................................................23

Kogan Page Sales and Distribution .................................................................24

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Many of our books are available to lecturers on inspection and marked with the symbol.Inspection copies are available to teaching staff where an adoption would result in the sale of atleast twelve copies, subject to the completion of a feedback form. To order books on inspection with the symbol, simply visit www.koganpage.com and click the‘request inspection copy’ button on the book page. Alternatively, you can email [email protected] with details about your courseand the book you would like to receive.

This catalogue includes a selection of new and bestselling books appropriate for courseuse in Marketing. For a complete list of titles, please visit www.koganpage.com

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Contents

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Online Resources

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Fundamentals of Marketing

The Complete Marketer 60 Essential Concepts for Marketing Excellence

Malcolm McDonald Emeritus Professor of Marketing and, until recently, Deputy Director of theCranfield School of Management, UK Mike Meldrum, former Lecturer in Marketing at the Cranfield School of Management, UK

The Complete Marketer is an accessible source of hard intelligence about the marketing discipline,broken down into over 60 constituent chapters. Designed as the ultimate 'dive-in' resource, the bookapplies the authors' marketing know-how to every aspect of the marketing mix, making it an invaluableresource for introductory marketing modules and for students taking a module in marketing as part of abroader degree course.

CONTENTS

PaRt oNe understanding the basics of marketing / The discipline of marketing / A marketorientation / The marketing mix / Customer retention strategies / Marketing and ethics / Marketing:concept, function or process? / World-class marketing / PaRt tWo Different types of marketing /Marketing consumer products / Marketing industrial products / Marketing service products / Marketinghigh-tech products / Marketing capital goods / Trade marketing / Category management / Relationshipmarketing / International and global marketing / PaRt tHRee Marketing in the digital age / Internetmarketing / Social media marketing / Mobile marketing / Databases for marketing / PaRt FouRunderstanding customers / Consumer buying behaviour / Organizational buying behaviour / Marketsegmentation / International market segmentation / PaRt FIVe understanding markets / Marketinginformation and research / Preparing a marketing research brief / Auditing a market / Constructing aSWOT / Competitor analysis / The Boston Matrix / The Directional Policy Matrix / The Ansoff Matrix /PaRt sIX Managing the marketing mix / Branding / The product life cycle / Diffusion of innovation /Developing new products / Pricing strategies / Setting a price / Sales promotion / Advertising / Publicrelations / Sponsorship / Personal selling / Managing the sales team / Key account management /Implementing key account management / Channel strategy / Channel management / Customer servicestrategies / Multi-channel integration / Integrated marketing communication and distribution channels

May 2013 • 336 pagesPaperback IsBN:9780749466763 ebook IsBN: 9780749466770£19.99

Essential Law for Marketers

ardi kolah PR and Marketing Communications Director and Visiting Lecturer on the InternationalMarketing MSc at London Metropolitan Business School, UK

“All sales and marketing students must get hold of a copy of this excellent book as it dispels the myththat learning how to navigate the complexities of UK and European laws and regulations requires alegal mind. Written by a world recognised marketing expert, this book lifts the lid on what can be a dryand dull subject by bringing it alive.” - Rosie Phipps, Principal, oxford College of Marketing, uk

“…explains the essentials of law to the marketing community with clarity and simplicity, guiding thereader through the swamps of liability in a brilliantly accessible way.” - Quentin langley, seniorlecturer, university of Bedfordshire, uk

“Leaving no legal loop-hole unexposed, this book is a must have for marketers. Authoritative, yetaccessible; comprehensive, yet manageable and legally precise, yet marketing orientated, the guru in abottle has designed the text well capable of tackling complex and changing legal mind field in a hugelyinteresting way which engages the reader.” - Professor Vince Mitchell, sir John e Cohen Professor ofConsumer Marketing, Cass Business school, City university, uk

Completely updated, the UK’s number 1 bestselling marketing law book for non-lawyers steers readersthrough the legal minefield of EU and UK laws as well as providing unique strategies for using the lawas a sales and marketing weapon in order to achieve competitive advantage.

Essential Law for Marketers is widely acknowledged by professional bodies and legal experts as amasterful digest of all the main legal principles that need to be understood by sales and marketingprofessionals working in Europe. All complex legal and regulatory principles have been made fullyreadable and comprehensible and the book doesn't assume any previous legal knowledge, expertise orexperience, making it an essential handbook for marketers at all levels.

January 2013 • 376 pagesPaperback IsBN:9780749464509ebook IsBN: 9780749464516£19.99

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High Impact Marketing That Gets Results

ardi kolah PR and Marketing Communications Director and Visiting Lecturer on the InternationalMarketing MSc at London Metropolitan Business School, UK

“Strategy, tactics and guidelines for improving marketing effectiveness are brought to life in thisexcellent marketing book. I can warmly recommend it to any student or practitioner who wants an up-to-date view on how to engage with key market and customer segments. Written in an authoritative butaccessible way, the Guru in a Bottle® Series is an excellent contribution to the understanding ofmarketing practice.” - sir Paul Judge, President, Chartered Institute of Marketing

“As a management discipline, marketing is changing faster than ever with both the web and mobileopening up new possibilities almost on a daily basis. This book provides an invaluable insight for thestudent or practitioner of marketing that is looking for guidance in how best to deploy these channelsin order to create high impact marketing. Essential reading.” - Dusan Hamlin, Joint Ceo, M&C saatchiMobile

“This book has a way of explaining complex marketing theory in an easy-to-follow and engagingmanner. The author has enormous and varied experience himself on which to draw...and he does thiswith the skill you're accustomed to from his previous work. A must-read for aspiring marketers!” - Petergandolfi, former Head of Brand strategy, Nationwide

Great marketing isn't just about marketing output, it's about creating measurable business outcomes.High Impact Marketing That Gets Results guides marketing students through the full range of themarketing mix whilst consistently emphasizing the importance of each element within the broadercontext of overall marketing strategy.

Topics covered include: market and customer segmentation; writing a marketing plan; understandingthe marketing mix; brochures, press ads and print copy; signs, posters and ambient media; onlinemarketing, mobile marketing; direct marketing; public relations; using promotions; top ten commonmarketing mistakes to avoid and top ten ways to save money in marketing.


Marketing AccountabilityA New Metrics Model to Measure Marketing Effectiveness

Malcolm McDonald Emeritus Professor of Marketing and, until recently, Deputy Director of theCranfield School of Management, UKPeter Mouncey, experienced Marketing Consultant and Visiting Fellow at Cranfield School ofManagement, UK

Based on seven years' research into global best practice in marketing at Cranfield University School ofManagement, Marketing Accountability introduces students to a proven marketing metrics model thatwill help them understand how to measure marketing effectiveness, align marketing activities withoverall strategy and deliver accountability.

CONTENTS

It’s tough at the top – CEOs are finally demanding accountability for marketing expenditure / Strategicmarketing planning – a brief overview / A three-level marketing accountability framework / A process ofMarketing Due Diligence / The Marketing Metrics model and process / Segmentation – the basicbuilding block for markets / How to become the first choice for the customers you want / Turningstrategy into action, and measuring outcomes / Delivering accountability – finalizing the metricsstrategy / Why data quality can make or break accountability / Measuring the effectiveness ofmultichannel strategies / Valuing brands / Appendix: Econometrics


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available on inspection and e-inspection to lecturers



Cambridge Marketing Handbooks

Co-published with Cambridge Marketing College, this series of Handbooks for marketing practitioners andstudents covers the full spectrum of the marketing mix. Accessible and to-the-point, the Handbooks are writtenby experienced practitioners and fellows of the college and focus on the central marketing topics to provide aquick reference, ready resource of insights and concepts, uncluttered by unnecessary detail or wordy diversions.In their pocket-sized, hardback format, these books are built to last, as are the concepts they describe.

Cambridge Marketing Handbook:Products • tony WilsonDecember 2013 • 88 pagesHardback IsBN: 9780749470753ebook IsBN: 9780749470760 • £12.99

Cambridge Marketing Handbook:services • andrew HatcherDecember 2013 • 96 pagesHardback IsBN: 9780749470777ebook IsBN: 9780749470784 • £12.99

Cambridge Marketing Handbook:Pricing Points • Harry MacdivittDecember 2013 • 176 pagesHardback IsBN: 9780749470739ebook IsBN: 9780749470746 • £12.99

Cambridge Marketing Handbook:Communications • steve Bax andPaul WoodhouseDecember 2013 • 112 pagesHardback IsBN: 9780749470616ebook IsBN: 9780749470623 • £12.99

Cambridge Marketing Handbook:Research • steve BaxDecember 2013 • 128 pagesHardback IsBN: 9780749470692 ebook IsBN: 9780749470708 • £12.99

Cambridge Marketing Handbook:Digital • steve Bax, karl Meyer and Neil WilkinsDecember 2013 • 112 pagesHardback IsBN: 9780749470630ebook IsBN: 9780749470647 • £12.99

Cambridge Marketing Handbook:law • kiran kapurDecember 2013 • 96 pagesHardback IsBN: 9780749470678ebook IsBN: 9780749470685 • £12.99

Cambridge Marketing Handbook:Distribution • karl Meyeraugust 2013 • 96 pagesHardback IsBN: 9780749470654ebook IsBN: 9780749470661 • £12.99

Cambridge Marketing Handbook:stakeholder • terry NicklinDecember 2013 • 104 pagesHardback IsBN: 9780749470791ebook IsBN: 9780749470807 • £12.99

Cambridge Marketing Handbook:Philosophy • Charles Nixonaugust 2013 • 72 pagesHardback IsBN: 9780749470715ebook IsBN: 9780749470722 • £12.99

ONLINE RESOURCESMany of our textbooks are supported byaccompanying online resources to assistlecturers with lecture planning and to aidstudent learning. A current list of all textbooks by subjectarea with online resources can be found at:www.koganpage.com/browse/textbooks

Marketing Strategy & Communications

available on inspection and e-inspection to lecturers 5IC

Marketing CommunicationsIntegrating Offline and Online with Social Media

5th Edition

PR smith marketing consultant, bestselling business author andinspirational speaker Ze Zook marketing author, lecturer, producer and consultantspecializing in the creative industries

“This is the single most comprehensive marketing communicationstext...essential reading for anyone moving up the marketing ladder.”- Professor Merlin stone, IBM Professor of Relationship Marketing,Bristol Business school, uWe, uk

The fifth edition of this bestselling textbook has been significantlyupdated to include the new communication tools now available tomarketers and advice on how to integrate all tools and channels.With a plethora of examples and case studies, as well as onlinesupport material for lecturers and students, this essential textbookwill guide you through everything you need to know about thechanging face of marketing.

Key features include:

• Engaging content and writing style: Marketing Communicationsis designed to help students enjoy the topic with cutting-edgecase studies chosen which will engage as well as inform

• Accessible and concise approach to theory: the authors draw onthe relevant marketing theories for students but keep contentuncomplicated, focusing on what students need to know

• The 5 minute planning system: created by PR Smith and voted3rd most popular worldwide business model over the last 100years by the Chartered Institute of Marketing, the bookintroduces students to SOSTAC, the most popular planningsystem in the world, praised for its simplicity and logical design

CONTENTS

PaRt 1: CoMMuNICatIoNs BaCkgRouND aND tHeoRIes /New marketing communications / Branding / Customer relationshipmanagement / Customer psychology and buyer behaviour /Customer communications theory / Marketing communicationsresearch / Media buying and planning / Marketing communicationsagencies / International marketing communications / Themarketing communications plan / The changing communicationsenvironment / PaRt 2: CoMMuNICatIoNs tools / Selling,sales management and key account management / Advertisingonline and offline / Publicity and public relations – online and offline/ Sponsorship – online and offline / Sales promotions – online andoffline / Direct mail – online and offline / Exhibitions – online andoffline / Merchandising and point of sale / Packaging / Websitesand social media

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May 2011 • 504 pagesPaperback IsBN: 9780749461935ebook IsBN: 9780749461942£39.99

Download powerpoint slides for each chapter and

view companion videos at:

www.koganpage.com/marketingcommunications

Online Resources

Successful Marketing CommunicationsA Complete Step by Step Guide

Rob Hardy Course Tutor at the Cambridge Marketing College, UK and Chartered Marketer

Successful Marketing Communications is a comprehensive manual to optimizing marketingcommunications. Each chapter introduces students to best practice in a specific marketing channel orskill. With its clear structure it can be read from start to finish as a comprehensive guide to the entiremarketing communications process, but also to be dipped into as and when required for specificmarketing communications tasks.

The first half of the book looks at the marketing communications process itself covering briefing;presenting; the role of research; testing; copywriting and production; measurement and tracking; andpost campaign evaluation, and covers best practice tips and advice on how to overcome commonproblems. The second half of the book examines the elements of successful communications acrossdifferent media, from offline communications such as direct mail through to the latest online tools suchas mobile marketing and social media, and drills down to best practice specific to eachcommunications medium. Through this emphasis on practice rather than theory it provides studentswith a practical framework for producing successful marketing communications.

SUCCESSFUL MARKETING COMMUNICATIONSA complete step by step guide

ROB HARDYneW

october 2014 • 288 pagesPaperback IsBN:9780749471835ebook IsBN: 9780749471842£24.99

The 20 Ps of MarketingA Complete Guide to Marketing Strategy

David Pearson Non-Executive Chairman, Director, Board Member who has worked with those at thehighest levels at Sony, Procter & Gamble, Mars, Pillsbury and Pentland

Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product,promotion and place) were proposed. The 20 Ps of Marketing provides a thorough guide to marketersat all levels of the new elements of the marketing mix they need to master. Combining practical advicewith case studies it covers brands that have changed the game through mastery of the 20 Ps such asHäagen-Dazs and Sony, and others, such as Kodak, who got left behind.

CONTENTS

PaRt 1: CoRe Product / Price / Place / Promotion / Packaging PaRt 2: aCtIoNs Planning / Persuasion / Publicity (public relations) / Push-Pull / Positioning PaRt 3: MeasuReMeNts Profit / Productivity / Partnership / Power / Perception PaRt 4: BeHaVIouRs People / Positiveness / Professionalism / Passion / Personality December 2013 • 336 pages

Paperback IsBN:9780749471064ebook IsBN: 9780749471071£19.99

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Promotional Marketing How to Create, Implement and Integrate Campaigns that Really Work

Roddy Mullins Vice President of the Central London branch of the CIM, Court Assistant of theWorshipful Company of Marketors, and examiner for the Institute of Sales Promotion Diploma

Previously published as Sales Promotion, Promotional Marketing details the tried-and-tested methodscompanies use to stay ahead of the competition, revealing the winning offers that gain new customersand keep existing ones happy.

Packed with practical examples as well as new case studies, this new edition has been updated toinclude the latest developments in the field, exploring the use of digital media such as mobile,interactive TV and web-based advertising. Other topics covered include: the purpose of promotionalmarketing; what promotional marketing can do for you; how to use different techniques including jointpromotions, price promotions and off-the-shelf promotions; how to implement an integrated marketstrategy; maintaining a crucial creative edge; the best ways to use suppliers; and researching andevaluating your promotion.

PROMOTIONALMARKETING

RODDY MULLIN

HOW TO CREATE, IMPLEMENT & INTEGRATE CAMPAIGNS THAT REALLY WORK

september 2014 • 240 pagesPaperback IsBN:9780749472467ebook IsBN: 9780749472474£24.99

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Creating the StrategyWinning and Keeping Customers in B2B Markets

Rennie gould consultant and professional practitioner in B2B sales, customer strategy and salesmanagement

This practical, ‘how-to’ approach to B2B marketing strategy introduces readers to new models andframeworks, tested with companies such as Mercedes-Benz, AXA Insurance and Pirelli, to buildawareness and understanding of all the factors that impact on business and sales performance in B2Bmarkets.

CONTENTS

Introduction / Part one sales and Customer strategy / Sales and customer strategy in B2B markets /Part two Creating strategy / Strategic direction / Customer strategy / The value proposition / The salesprocess / Part three Managing strategy / Business purpose / People and performance / Developmentand motivation / Part Four Implementing strategy / Implementing strategy

august 2012 • 248 pagesPaperback IsBN:9780749466145ebook IsBN: 9780749466183 £29.99

For detailed contents and to download free excerpts visit our

book product pages at www.koganpage.com

Digital Marketing


Understanding Digital MarketingMarketing strategies for engaging the

digital generation

Damian Ryan digital media and marketing expert who establishedthe first digital agency in the United Kingdom and Ireland in 1997before moving into corporate finance as a digital media specialist

“One of the most comprehensive yet easy-to-read books on digitalmarketing available.” - the Marketer

Now in its 3rd edition, the bestselling Understanding DigitalMarketing is the ultimate guide to digital marketing. It demonstrateshow to harness the power of digital media and deals with every keytopic and channel in detail. One of the most popular books availableon digital marketing, this book is ideal reading for students studyingDigital Marketing qualifications or Digital Marketing and MarketingStrategy modules on broader Marketing courses.

This new edition has been thoroughly revised throughout and keyfeatures include:

• New chapters on new digital marketing tactics such as contentmarketing and new content on strategy and measurement issuessuch as analytics, building digital channels, digital campaignmanagement and integrating your digital strategy

• In-depth case studies of digital marketing campaign successes inboth B2B and B2C markets from a range of small and largebrands around the world including Harley Davidson,Mercadolibre, Makino, UEFA, Dubizzle.com, and The Entertainer

• A practical, hands-on approach to digital marketing which doesnot get bogged down in theory

• A reader friendly style, length and layout – can be read start tofinish as an overall introduction to digital marketing or dippedinto as needed

CONTENTS

• So…you want to go digital?• @first……..think!• Then build your channel• Is it working?• Are customers finding you?• Understanding social media• Understanding email marketing• Understanding mobile marketing• Understanding performance marketing• Understanding online PR• Understanding content marketing• What's next?• Appendix – convincing your boss to invest

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June 2014 • 320 pagesPaperback IsBN: 9780749471026ebook IsBN: 9780749471033£19.99

Digital Marketing


The Best Digital Marketing Campaigns in the World II

Damian Ryan digital media and marketing expert who established the first digital agency in the United Kingdom andIreland in 1997 before moving into corporate finance as a digitalmedia specialist

In the second collection of The Best Digital Marketing Campaigns inthe World, bestselling author Damian Ryan presents an internationalshowcase of 40 of the most successful digital marketing campaignsin recent history. Full of behind-the-scenes insights into campaignstrategy, implementation and results, it explores how businesses andagencies large and small have harnessed social media, blogs, video,email, mobile and search to boost their brand and attract customers.

Key features include:• The only text of its kind to offer a case study approach to the

best digital marketing campaigns from around the globe usingall forms of digital marketing and from a range of industries

• The second volume boasts more campaigns (40); more analysisand a mix of lengths to suit all course needs

• Covers a wide range of world-class, award-winning campaignscertain to engage students including Redbull and Stratos andStudents Beans' Freshers' Field

• An international line-up of case studies: 16 are UK basedcampaigns; 5 are US based; and the remaining 19 took place allover the world, providing students with a truly globalunderstanding of digital success in different markets

• In-depth analysis of the campaigns and their measurable resultsis provided by experts from top brands and leading universities

• Features campaigns executed between 01/09/2012 –01/09/2013 so the material is fresh and the case studies areunlikely to be covered in detail elsewhere

• Ideal for lecturers looking for example case studies tosupplement their core teaching from Understanding DigitalMarketing, written by the same author Damian Ryan

CONTENTS

Digital marketing is dead – no it’s alive – no it’s all integrated now...eh?

the Case studies: 1 Volkswagen BlueMotion Roulette / 2 How SocialSaved Water / 3 Oxford and Cambridge Boat Race / 4 FaktumHotels / 5 JetBlue Getaways / 6 Heinz Beanz for Grown Upz / 7Harley-Davidson’s Open Road Festival / 8 McDonald’s. Our Food.Your Questions / 9 Heathrow Boutique / 10 Activia / 11 DeutscheTelekom / 12 Nike 10k Run / 13 Red Bull Stratos / 14 ChickasawCountry / 15 Barclaycard ‘Toys Unleashed’ / 16 Avaya / 17 Bodyform / 18 Koozai / 19 KWV 3 Brandy / 20 Britain’s BestOffice Dog / 21 Ikea: Moving the Store / 22 Green for Go! / 23 TheTweet Shop / 24 O2 Rugby / 25 Samsung Facebook Activation / 26 Lufthansa Boeing 747-8 / 27 Fortnum & Mason / 28 LouisvilleSlugger / 29 Screwfix / 30 Polowers / 31 Peugeot: Let Your BodyDrive / 32 Hobart: Get Back to Scratch / 33 Freshersfields.com / 34 Naturevalleytrailview.com / 35 ‘The Walking Dead’ Kill Count / 36 8a Store / 37 UEFA Europa League / 38 Digicel / 39 Axe

Wingman / 40 BBC Africa

What’s next?

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March 2014 • 272 pagesPaperback IsBN: 9780749469689ebook IsBN: 9780749469696£19.99

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Digital Marketing


Pioneers of DigitalSuccess Stories from Leaders in Advertising, Marketing, Search and Social Media

Paul springer, Head of Research for Design, Media & Management and a Communications Professor at Buckinghamshire New University, UK Mel Carson, founder of Delightful Communications, a Seattle-based Social Media Strategy, Digital PR &Personal Branding consultancy and formerly Digital Marketing Evangelist at Microsoft Advertising

Pioneers of Digital showcases the stories behind key people who have fundamentally influenced theway advertising, marketing, search and social media have evolved and distils the insights that can belearnt from their successes. The 20 digital entrepreneurs profiled span the globe and include keyfigures at Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro andApple, while others performed digital miracles all on their own.

Profiles include Ajaz Ahmed, AKQA; June Cohen, TED.com; Martha Lane Fox; Jaron Lanier, VirtualReality and Microsoft Research; Stephen Fry; and Thomas Gensemer, the man behind Obama’s 2008Presidential Campaign.october 2012 • 232 pages

Paperback IsBN:9780749466046ebook IsBN: 9780749466053£19.99

Stickier MarketingHow to Win Customers

in a Digital Age

grant leboff founder of StickyMarketing Ltd

In Sticky Marketing GrantLeboff argued that the oldmarketing system of shoutingmessages at people wasfinished, replaced by providingvalue around your product orservice: brands needed tobecome sticky. This new editionof Sticky Marketing, StickierMarketing, remains a completeguide to producing effectivemarketing communications in aworld of consumersempowered by new digitaltechnology who do not want tobe shouted at but engagedwith.

February 2014 • 272 pagesPaperback IsBN:9780749471088ebook IsBN: 9780749471095£19.99

The ConversationManagerThe Power of the ModernConsumer, the End of theTraditional Advertiser

steven Van Belleghemsuccessful entrepreneur,academic, speaker and author

Based on four years of primaryresearch, The ConversationManager explains the evolutionof the modern consumer andclearly demonstrates whytraditional advertising nolonger works. Illustrated with anextensive number of casestudies, it provides practicalinsights and advice about howto kick-start conversations withcustomers instead.

May 2012 • 224 pagesPaperback IsBN:9780749466596ebook IsBN: 9780749466602£19.99

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Digital Marketing


Digital BrandingA Complete Step-by-Step Guide to Strategy, Tactics and Measurement Daniel Rowles

Daniel Rowles Course Director for the CIM, trainer for Econsultancy and Utalk Marketing, and judge for the CIM Marketing Excellence Awards

Digital Branding gives step-by-step, practical guidance on how to build a brand online. Throughexploring topics like content marketing, social media, search optimisation and web analytics, DanielRowles develops a robust framework for brand planning, channel selection and measuring theeffectiveness of your brand campaigns. It also includes a guide to the free and paid tools that can helpmeasure digital branding in each of the different online channels, examples of social guidelines,process and policy and an original step by step digital branding process along with measurementtechniques and guidelines.

april 2014 • 232 pagesPaperback IsBN:9780749469955ebook IsBN: 9780749469962£24.99

Mobile MarketingHow Mobile Technology is Revolutionizing Marketing, Communications and Advertising

Daniel Rowles Course Director for the CIM, trainer for Econsultancy and Utalk Marketing, and judge for the CIM Marketing Excellence Awards

Mobile Marketing provides an in-depth review of the growth of mobile technology, and how to exploitsuch technology to boost marketing, communications and advertising strategies - including mobileplatforms, app development, social media and location-based services. Supported by in-depth casestudies, which illustrate the potential pitfalls and rewards of mobile marketing initiatives, MobileMarketing shows how our new mobile lifestyle can be a rewarding environment for those businesseswilling to embrace new technology and, with imagination and creativity, develop mobile marketingstrategies that can win customers, boost brand awareness, raise profile and increase profits.

CONTENTS

List of Figures / Foreword by Anne Godfrey, Chief Executive, CIM / Introduction / Part one MobileMarketing in Perspective / Introduction / Understanding the mobile consumer / Technology changeand adoption / Disruption and integration / Devices, platforms and technology / Mobile statisticssummary / The future of mobile marketing / Part two the tactical toolkit / Introduction / Mobile sitesand responsive design / How to build an app / Social media and mobile / Mobile search / Mobileadvertising / Augmented reality (AR) and real-world integration / Quick Response (QR) codes / Nearfield communication (NFC) / Short messaging service (SMS) / Mobile analytics / Part three Mobilemarketing checklists / Introduction / Checklists / Conclusions / References

November 2013 • 280 pagesPaperback IsBN:9780749469382 ebook IsBN: 9780749469399£19.99

Order securely online at www.koganpage.com

or telephone + 44 (0) 1206 25 5678

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Branding and Advertising


The New Strategic Brand ManagementAdvanced Insights and Strategic Thinking

5th Edition

Jean-Noël kapferer Professor of Marketing Strategy at HECGraduate School of Management in France and corporate branding consultant

Adopted internationally by business schools, MBA programmes andmarketing practitioners alike, The New Strategic BrandManagement is simply the reference source for senior strategists,positioning professionals and postgraduate students. Over the yearsit has not only established a reputation as one of the leading workson brand strategy but it has also become synonymous with the topicitself.

The latest edition builds on this impressive reputation and keeps thebook at the forefront of strategic brand thinking. Revealing andexplaining the latest techniques used by companies worldwide,author Jean-Noël Kapferer covers all the leading issues faced by thebrand strategist today, supported by an array of international casestudies. With both gravitas and intelligent insight, the book revealsnew thinking on topics such as putting culture and content intobrands, the impact of private labels, the new dynamics of targetingand the comeback of local brands.

CONTENTS

PaRt 1: WHY Is BRaNDINg so stRategIC? / Brand equity inquestion / Strategic implications of branding / Brand and businessmodels / Brand diversity: how specific are different sectors? /Managing retail brands / PaRt 2: tHe CHalleNges oF MoDeRNMaRkets / The new brand management / Brand identity andpositioning / PaRt 3: CReatINg aND sustaININg BRaNDeQuItY / Launching the brand / Growing the brand / Sustaining abrand long term / Brand and products: identity and change /Growth through brand extensions / Brand architecture / Multi-brandportfolios / Handling name changes and brand transfers / Brandturnaround and rejuvenation / Managing global brands / PaRt 4:BRaND ValuatIoN / Financial valuation and accounting for brands

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January 2012 • 512 pagesPaperback IsBN: 9780749465155 ebook IsBN: 9780749465162 £39.99

The Luxury StrategyBreak the Rules of Marketing to Build Luxury Brands

2nd Edition

Jean-Noël kapferer Professor of marketing strategy at HEC Graduate School of Management in Franceand corporate branding consultantVincent Bastien, Affiliate Professor in Luxury Strategy at HEC Paris and former MD of Louis VuittonMalletier and CEO of Yves Saint Laurent Parfums

The Luxury Strategy has established itself as the definitive work on the essence of a luxury strategy,providing a thorough understanding of the unique (and often paradoxical) rules for successful luxurybrand management. Completely revised and updated, the second edition of this classic text exploresthe diversity of meanings of "luxury" across different markets as well as the impact of social networksand digital developments on the luxury strategy. Case studies include: Ferrari, Louis Vuitton, Cartier,Chanel, Armani, Gucci, and Ralph Lauren.

CONTENTS

PaRt 1: BaCk to luXuRY FuNDaMeNtals / In the beginning there was luxury / The end of aconfusion: premium is not luxury / Anti-laws of marketing / Facets of luxury today / PaRt 2: luXuRYBRaNDs NeeD sPeCIFIC MaNageMeNt / Customer attitudes vis-à-vis luxury / Developing brandequity / Luxury brand stretching / Qualifying a product or service as luxury / Pricing luxury / Distributionand the internet dilemma / Communicating luxury / Financial and HR management of a luxury company/ PaRt 3: stRategIC PeRsPeCtIVes / Luxury business models / Entering luxury and leaving it /Learning from luxury / Luxury and sustainable development: convergences and divergences


The Management of LuxuryA Practitioner’s Handbook

edited byBenjamin Berghaus Manager of the 'Research Program for Luxury Brands' at the Institute of Marketingof University of St.Gallen (HSG), Switzerlandgünter Müller-stewens Professor of Management and Organization at the University of St.Gallen (HSG),Switzerland, and Director of its Institute of Managementsven Reinecke Professor of Management, specialized in Marketing, at the University of St.Gallen (HSG),Switzerland, and Director of the Institute of Marketing

The Management of Luxury presents the view of 25 international academic experts on what luxurymanagement is, how to manage luxury organizations, and key strategies for luxury brand success. Usingunique research and case studies - including Burberry, Bugatti and Rolex - the book examines howluxury is evolving, and which fundamental aspects of the business need to be prioritised in a time ofchange and transition. The book provides an insight into luxury management through a strategicapproach, analyzing the latest trends in the industry, and providing a multicultural, holistic perspectivedesigned to create challenges to traditional, established rules of the luxury industry.

CONTENTS

Preface / PaRt 1: tHe luXuRY MaRket / The market and the business of luxury / Classifying luxuryand prodigality / Exploring luxury consumer behaviour / Identity-based luxury brand management /PaRt 2: luXuRY BRaND stRategY / Public luxury representatives / Curating the creative genius inluxury firms / Art meets luxury brands / Luxury as a societal mentor / Preserving luxury exclusivelythrough arts / Brand charismatic legitimacy and marketing of adoration / Digital media in monobrandstores / PaRt 3: luXuRY BusINess stRategY / Gravity shift from West to East / Entering the Chinesemarket: entry mode strategies / Entering the Chinese market: marketing strategies in China / Managingbrand extensions in the luxury industry / Luxury brands enter the online market / Competing as a luxurySME / Insisting on luxury to survive / Managing the price fluctuation of raw materials through innovation/ The Counterfeit Timer / Acting on luxury counterfeiting / Attracting Luxury Employees / The impactof employer brand luxury on employees / PaRt 4 luXuRY ResPoNsIBIlItY / Heritage of luxury andresponsibility / Luxury organizations and social responsibility: a toolkit / Luxury organizations and socialresponsibility: a case study

The Management of

LuxuryA Practitioner’s Handbook

Berghaus · Müller-Stewens

Reinecke




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Fashion Brands Branding Style from Armanito Zara3rd Edition

Mark tungate author of thebestselling Adland andBranded Beauty, and journalistspecializing in media,marketing and communication

This updated new edition ofthe international best-sellerFashion Brands explores thepopularization of fashion andexplains how marketers andbranding experts have turnedclothes and accessories intoobjects of desire. Full of firsthand interviews with keyplayers, it analyses every aspectof fashion from a marketingperspective.


Branded BeautyHow Marketing Changedthe Way We Look

Mark tungate for biographyplease see across

Branded Beauty explores thehistory and evolution of themulti-billion dollar globalbeauty industry as well as themarketing strategies used bythose who create and sellbeauty products. Full offascinating detail on greatnames such as Rubinstein andArden, Revlon, Estée Lauder,L'Oréal and Max Factor,Branded Beauty also considersthe future of the beautybusiness.


Auto BrandBuilding Successful Car Brands for the Future

anders Parment Research Fellow and Senior Lecturer in Marketing, Branding and MarketingCommunications, Stockholm University, Sweden

Auto Brand provides a roadmap to branding and marketing success in the automotive industry from aleading industry expert.

key features include: • Case studies on major car brands personally conducted by the author including: Audi, BMW,

Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo• The findings from 100 interviews conducted with CEOs, marketing managers, sales managers, as

well as industry experts, policy makers, free-standing repair shops and professional organizations• The results of a new international study on car buyer behaviour based on 4,700 survey answers

Auto Brand is essential reading for anyone currently working or aspiring to work in management,leadership, marketing, branding, or sales in the automotive industry.


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How Cool BrandsStay Hot Branding to Generation Y

2nd Edition

Joeri Van den Bergh co-founderof InSites Consulting

Mattias Behrer SVP, generalManager of MTV North Europe &MTV International PropertyMarketing

This revised and updated 2ndedition of How Cool Brands StayHot reveals what drivesGeneration Y and how you canreach them. Based on five years ofintensive new research, it providesinsights into the consumerpsychology and behaviour of 'theMillennials'. Full of new casestudies and interviews withsuccessful brands such asConverse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, BBC andmany more, How Cool BrandsStay Hot provides readers withcreative ideas on how to position,develop and promote brands tothe new consumer generation.

March 2013 • 288 pagesPaperback IsBN:9780749468040ebook IsBN: 9780749468057£19.99

Brand and Talent

kevin keohane Partner atBrandPie, a strategic brandconsultancy

Brand and Talent presents a"joined up" approach thatencompasses the needs ofbrand, marketing, humanresources, corporatecommunications, internalcommunications and IT. Thebook integrates academic andcommercial evidence, as well aspractical advice and includescase studies and interviews.



Advertising TransformedThe New Rules for the Digital AgeFons Van Dyck expert and strategic advisor in the field of brand positioning andcommunication strategies for both consumer and corporate brands and founder ofThink BBDO

Backed by case studies of Effie award winning campaigns from brands such asEvian, Mercedes and IBM, Advertising Transformed provides readers with a bestpractice guide to the changing requirements of modern advertising to enablethem to devise exciting campaigns that prove its continuing value.

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July 2013 • 272 pagesPaperback IsBN:9780749464318ebook IsBN: 9780749464325£24.99

AdlandA Global History of Advertising

Mark tungate for biography please see page 14

Adland is a ground-breaking examination of modern advertising, from its earlyorigins, to the evolution of the current advertising landscape. The latest edition hasbeen revised throughout and features new content on the emerging markets ofEastern Europe, Asia and Latin America and the impact of digital technologies.

2nd�edition

December 2011 • 336 pagesPaperback IsBN:9780749463052ebook IsBN: 9780749463083£29.99

Spending Advertising Money in the Digital AgeHow to Navigate the Media Flow

Hamish Pringle former Director General of the IPA and Strategic Advisor to 23 RedJim Marshall Chief Client Services Officer for Aegis Media

Based on data from the IPA Effectiveness Awards databank and from IPATouchPoints Spending Advertising Money in the Digital Age provides detailedadvice on how to understand today's complex media landscape, allocate a brand'smedia budget most accurately, and then deploy it most effectively.

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Market Research

Market Research in PracticeHow to Get Greater Insight from Your Market

Paul Hague MD of B2B InternationalNick Hague Founder member of B2B International Carol-ann Morgan Director at B2B International

Lively and accessible, Market Research in Practice is a practical introduction to market research tools,approaches and issues which provides a clear, step-by-step guide to the whole process. With newchapters on using market research, international aspects and new research trends (including coverageof social media research and mobile surveys) this fully updated second edition also includes the latestinformation on carrying out market research design, desk research, sampling and statistics,questionnaire design, data analysis and reporting. Accompanied by a range of online tools andtemplates and supported throughout by examples from real market research projects, this is aninvaluable guide for students, researchers, marketers and users of market research.

CONTENTS

Introduction / Uses of market research / Market research design / Desk research / Focus groups / Depthinterviewing / Observation and ethnography / Sampling and statistics / Questionnaire design / Self-completion questionnaires / Face-to-face interviewing / Telephone interviewing /Online surveys / Dataanalysis / Reporting / International market research / Research trends

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edition!


Questionnaire DesignHow to Plan, Structure and Write Survey Material for Effective Market Research

3rd Edition

Ian Brace Director of Research Methods at TNS UK

Questionnaire Design explains the role of questionnaires in market research and looks at different typesof questionnaire, examining when and how they should be deployed. The book explains how to plan,structure and compose the right questionnaire for the research you are undertaking. Fully updated withnew content on encouraging respondent involvement, this new edition also includes the latestinformation on online and mobile questionnaires, their problems and potential.

CONTENTS

Objectives in writing a questionnaire / The data collection media / Planning the questionnaire / Typesof question / Data types / Rating scales / Behavioural questions / Attitude and image measurement /Writing the questionnaire / Laying out the questionnaire / Online questionnaires / Engaging therespondent online / Piloting the questionnaire / Ethical issues / Social desirability bias / Internationalsurveys

June 2013 • 296 pagesPaperback IsBN:9780749467791ebook IsBN: 9780749467807£29.99

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Interested in electronic inspection copies? Contact

[email protected]


Research Methods

Business ResearchEnjoy Creating, Developing and Writing Your Business Project

Wilson Ng Business Research module leader at the University of Roehampton, UK and VisitingProfessor at Università degli studi di Cagliari and Bordeau Management School elayne Coakes Senior Lecturer, University of Westminster, UK

Business Research is a groundbreaking book for student researchers who need to conceive, conduct,and complete a new research project for the first time. It concentrates on the business organization andgives invaluable practical advice on going out into the field and conducting interviews, researchingproblems and learning about organizations.

Through its conversational, accessible style and its adoption of a student's perspective, this book willmake the process of learning about research enjoyable and the resulting research project outstanding.

CONTENTS

PaRt 1: PlaNNINg YouR PRoJeCt / The nature of business research / Methodology and methods /PaRt 2: ‘DoINg’ YouR PRoJeCt / The project proposal / Collecting quantitative data / Collectingqualitative data through interviews / Collecting data as an ethnographer / Case study research /Collecting data: less common methods / Ensuring data saturation / PaRt 3: RePoRtINg YouRFINDINgs / Analysing quantitative data / Analysing qualitative data / PaRt 4: WRItINg YouRRePoRt / Discussing project findings / Conclusion to your report / Reference lists / Writing yourabstract / Conclusion

November 2013 • 232 pagesPaperback IsBN:9780749468958ebook IsBN: 9780749468965£24.99

Practical StatisticsA Handbook for Business Projects

John Buglear Head of the Division of Management, Nottingham Business School

Practical Statistics is a clear and concise introduction and reference guide for those studying businessand management at postgraduate level, final year undergraduates and MBA students. It gives thereader a solid understanding of statistics without being too simple or mind-numbingly complex. It turnsstatistics, often perceived as being difficult and pointless, into something approachable and sensible.

This indispensable guide covers:• what is data?• populations and samples• measuring risk• the normal distribution and sampling distributions• analyzing univariate data• analyzing bivariate data• analyzing multivariate data with dependency• analyzing multivariate data for interdependency

KEY FEATURES

• A friendly, accessible book on business statistics that students can really understand• Active learning with use of applications, case studies and metaphors• Fully worked solutions to questions in review section

CONTENTS

What you need to know before you start analyzing data / Analyzing univariate data / Analyzing bivariatedata / Analyzing multivariate data with dependency / Analyzing multivariate data for interdependency


Neuromarketing in ActionHow to Talk and Sell to the Brain

Patrick georges Neurosurgeon with a passion for improving management and business organizationanne-sophie Bayle-tourtoulou Assistant Professor at HEC Paris, FranceMichel Badoc Emeritus Professor at HEC Paris, France

Providing a focused and in-depth examination of the field of marketing research that studiesconsumers' sensorimotor, cognitive and affective responses to marketing stimuli, Neuromarketing inAction is the first book to show both the scientific frameworks and the practical applications of thisincreasingly popular marketing tool. Through 18 chapters, referencing many global brands such asAston Martin, Chanel, Lacoste, Amazon, Nike, Carrefour and Dunhill, the authors showcase the latestthinking on brain function and intelligence; the subconscious influences on consumer behaviour; andcurrent and future impacts on marketing intelligence and techniques.

CONTENTS

PaRt 1: NeuRoMaRketINg oR tHe aRt oF sellINg to tHe BRaIN / Marketing and its limitationsin understanding human intelligence / Neuroscience as a way to discover the secrets of humanintelligence / Neuromarketing in question / PaRt 2: sellINg tHe MaRketINg aNDoRgaNIZatIoN stRategY to tHe BRaINs oF MaNageRs aND eMPloYees / Selling therecommendations of the marketing plan to the brain of managers / Increasing the efficiency ofmarketers’ intelligence / PaRt 3: IMPRoVINg tHe eFFICIeNCY oF tHe MaRketINg aCtIoN: tHeNeuRoMaRketINg MetHoD / Be irresistible: satisfy the customer’s senses – Stage 1 of theNeuromarketing method / Be remarkable: please the customer’s brain – Stage 2 of the Neuromarketingmethod / Be moving: satisfy customers through their emotions to gain their loyalty and ensure theymove up the range – Stage 3 of the Neuromarketing method / Be unforgettable: satisfy the customer’smemory – Stage 4 of the Neuromarketing method / Be beyond suspicion: satisfy the customer’ssubconscious – Stage 5 of the Neuromarketing method / Be irreproachable: satisfy the customer’sconscience – Stage 6 of the Neuromarketing method / Neuromarketing in application: from cognitiveoptimization of product conception and display to sales and communication / Neuromarketing inapplication: sensory marketing in the sales outlet / PaRt 4: PeRsPeCtIVes FoR toDaY... aNDtoMoRRoW / Value innovation to surprise the customer’s brain / Permission and desire marketing toavoid saturation and rejection by the customer’s brain / Interactivity to improve communication with thecustomer’s brain / Brand policy to reassure the customer’s brain / Quality to enhance loyalty, andlegitimacy to leave the customer’s brain with a clear conscience / Vision of the future

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December 2013 • 280 pagesPaperback IsBN:9780749469276ebook IsBN: 9780749469283£29.99

Brand esSenseUsing Sense, Symbol and Story to Design Brand Identity

Neil gains consultant, facilitator and trainer based in Singapore

Using a unique blend of the latest market research and leading brand design approaches, Neil Gainsexamines the importance of brand identity and especially the application of sensory principles to createa strong brand. This groundbreaking book provides innovative branding tools for evaluating where abrand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway tooptimizing its unique sensory appeal.

CONTENTS

Introduction / 01 the reality of perception / Signal and noise / Patterns in the world / Perception is anactive construction / Nature and nurture / Matching the right patterns / Experience and memory /Associating with the right memories / 02 the senses close up / Five and counting / The primal sense /Basic taste / The touch of reality / Touching sight / 03 sensing from a distance / Touching space / Therhythm of life / The dominant sense / The colour of experience / Integrating the senses / 04 symbolsand signs / Symbols of life / The colour of meaning / Identity matters / Signifying something /Understanding your category / The structure of signs / The story of meaning / Changing times /Metaphor and meaning / Opposites matter / Squaring the circle / Blending identity / 05 story andarchetypes / Causality and the mind / The meaning of stories / Story and myth / Brand archetypes /Archetypal frameworks / 06 using archetypes in branding / Archetypes of belonging / Archetypes of freedom / Archetypes of ego / Archetypes of order / 07 Finding the essense of yourbrand / Building a brand back story / Cracking the category codes / Uncovering consumer stories andunderlying conflicts / Building transformational stories / Moving to the senses / Building the story of anAsian food brand / Making rice ‘nice’ for a snack brand / 08 applying the essense framework / The EsSense of branding / Brand colours / Brand senses / Symbolic names / Brand symbols / Howarchetypes answer why / Telling the brand story / Using sense, symbol and story to build brand EsSense

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Consumer Behaviour


The Branded MindWhat Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand

erik du Plessis Chairman of Millward Brown (South Africa) and Visiting Professor at the CopenhagenBusiness School, Denmark

The Branded Mind is about how people think, and particularly how people think about brands. Itexplores what we know about the structure of the brain, explains how the different parts of the braininteract, and then demonstrates how this relates to current marketing theories on consumer behaviour.It investigates developments in neuroscience and neuromarketing, and how brain science cancontribute to marketing and brand building strategies. Including research by Millward Brown, one ofthe World's top market research companies, it touches on key topics such as the nature of feelings,emotions and moods, personality, measuring the brain, consumer behaviour and decision making andmarket segmentation.

CONTENTS

Foreword by Nigel Hollis / Part one What is this all about / Introduction / This book is about theconsumer’s brain / The new paradigm / The brain – the coming together of disciplines /Part two the decision-making puzzle / Interpretation, memory, experience, learning / Introducing therat brain robot / Feelings / The ‘feeling’ brain systems and how they work / The environmentalawareness system: emotions / The ‘state of body’ system: homeostasis / The ‘state of mind’ system, ormoodsand arousal / The evaluation system: pleasure / Personality / Social systems and culture /Gender differences / Let’s put it all together / Measuring the brain / Increasing our brainpower – usingneuroscience / Part three Creating mischief / On creating mischief / Buy-ology / The elusivesubconscious / Part Four towards insights / Read Montague’s Pepsi Challenge / Science: models andmeasurements / Part Five some marketing implications / Attention / The brand soma / Consumerdecision making as heuristics / Market segmentation / Advertising budget, brand life cycle, synapsesand brand soma / Part six My conclusions / What this was all about / Is the future what it was?


The Consumer Mind Brand Perception and the Implications for Marketers

Pepe Martinez Managing Director of Millward Brown, Iberia

The Consumer Mind explores the relationship between consumers and brands, analysing the types ofcommunication and their perception of brands. Based on research which utilizes the latest advances inneuroscience and psychology from Millward Brown, one of the world's leading research agencies, itprovides expert advice on how brands, products, services and communications reach the mind of theconsumer and provides practical advice on how readers can use these insights to influence the way thattheir brands are perceived.


Consumer Behaviour


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Public Relations


The PR Professional’s Handbook Powerful, Practical Communications

Caroline Black consultant and trainer for the CIPR

At a time when rapid changes in communications technology arehaving a major impact on the way businesses choose tocommunicate, more people are having to understand the principlesof modern Public Relations and how they can underpin effectivebusiness management. There are areas of good PR practice thatmust be followed, while at the same time new channels ofcommunication - notably social media - are creating fresh challengesand opportunities. The PR Professional's Handbook is the ultimateguide to working in PR. Key features include:

• A complete guide to the individual skills and disciplines requiredby PR professionals whether briefing, writing, or presenting

• An examination of key issues in PR such as the role andimportance of PR and communications in organisations,channels, and creativity

• Full of resources for the reader from a breakdown of businessskills required to be a good PR Professional to a breakdown ofdifferent cultural practices, body language, speech, grammarand presentation skills

• Perfect for Introductory Public Relations courses – either as partof a broader marketing course, or via CIPR accredited courses

CONTENTS

Introduction / The role and importance of public relations inorganizations / Key theories for public relations practitioners / Theprofessional public relations practitioner / Planning and evaluatingpublic relations / Public relations, marketing and related disciplines /Understanding audiences / Using the right communications channelsand tactics / Creativity in public relations / Visual communications /Public relations for issues, incidents and crises / Essential skills forthe PR practitioner

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april 2014 • 384 pagesPaperback IsBN: 9780749468422ebook IsBN: 9780749468439£24.99

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Public Relations


Evaluating Public RelationsA Guide to Planning,Research and Measurement

tom Watson Professor of PublicRelations at BournemouthUniversity, UK Paul Noble FCIPR independentPR and communications trainer,consultant and facilitator

Evaluating Public Relationsadvises PR practitioners at alllevels on how to demonstrateclearly and objectively theimpact that their work has totheir clients and managers. Theauthors draw on both theirpractical and academicexperience to discuss a diverserange of evaluation methodsand strategies and this newedition includes full coverageand advice on the new industrystandards on PR measurement.Covering both theory andpractice, Evaluating PublicRelations is an essentialhandbook for both studentsand experienced practitioners.


Writing Skills for Public RelationsStyle and Technique forMainstream and SocialMedia 5th Edition

John Foster fellow of theChartered Institute of PublicRelations

Writing Skills for PublicRelations is a wide-rangingguide to style and techniquesfor all written communication.From the dos and don'ts ofEnglish grammar, to jargon andclichés, to the important legalconsiderations, John Fosteradvises on how to write clear,appropriate and engaging copyand tailor your approach todifferent mediums andaudiences. This updated fifthedition includes valuable adviceon writing for online and socialmedia.


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edition

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Crisis, Issues and Reputation Management

andrew griffin Chief Executive of international specialist reputation strategy and crisis management consultancy, Regester Larkin

“The need to protect a company's reputation has become an ever more pressing concern for CEOsand corporate boards. This book, by a leader in the field, provides a comprehensive guide for leadersto get it right. Filled with case examples and useful concepts it belongs on every executive's desk.” - Dr Daniel Diermeier, kellogg school of Management and author of Reputation Rules

The reputation of an organisation influences who we buy from, work for, supply to and invest in. Intoday's complex environment, organizations have to understand and respond rapidly to shifting publicvalues, rising expectations, demands for public consultation and increasingly intrusive news media. Thisis particularly important when things go wrong.

Crisis, Issues and Reputation Management outlines a comprehensive approach to managing situationsthat may turn into crises; handling crises once they occur; and features a wide range of case studies ofbrands who have had to respond to a variety of crises including Nestle, Unilever, General Electric,McDonald's, Coca-cola, Cadbury, Tesco, Pan Am, RBS and more. Crisis, Issues and ReputationManagement defines reputation, explores how to value it and provides practical guidelines for effectivereputation management, including advising companies on how to approach issues of Corporate SocialResponsibility.

april 2014 • 280 pagesPaperback IsBN:9780749469924ebook IsBN: 9780749469931£24.99

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Public Relations

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Event Planning and Management A Practical Handbook for PRand Events Professionals

Ruth Dowson Senior Lecturerand Course Leader in EventsManagement at the UK Centrefor Events Management, LeedsMetropolitan University, UK David Bassett Senior Lecturerat the UK Centre for EventsManagement

Event Planning andManagement offers astructured, practical approachto planning and managingevents. Each stage is fullysupported with onlineresources including templates,checklists and quizzes to makeup a complete event planner'stoolkit. Balancing coverage ofthe key theory and models withessential practical guidance,tools and case studies fromaround the world, this is anideal handbook for studentsand practitioners.

PR in Practice

A practical handbook for PR and events professionals

Event Planning and Management

Ruth Dowson & David Bassett


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InternalCommunicationsA Manual for Practitioners

liam FitzPatrick ChiefExecutive of AgendaCampaignsPamela Mounter FCIPR SeniorCorporate CommunicationsConsultant and Lecturer atCardiff and Birmingham CityUniversity, UKklavs Valskov ManagingPartner of changecommunication agency AgendaStrategies

Internal Communications is anaccessible, practical guide forpractitioners and studentswhich covers all the coreconcepts and models, skills andprocesses and draws onexamples of best practice in theprivate, public and not for profitsectors.

august 2014 • 256 pagesPaperback IsBN:9780749469320ebook IsBN: 9780749469337£24.99

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Communication inLocal Governmentand Public Services

John Brown independentPublic Relations andCommunications Consultant,formerly Head of PR &marketing for StrathclydeRegional Council and GlasgowCity Council Pat gaudin independent PublicRelations and CommunicationsConsultant, formerly head of PRand Corporate Strategy forChelmsford Borough Council; Wendy Moran Senior Lecturerin Communication atManchester MetropolitanUniversity, UK

Full of expert advice, tools andcase studies this book is apractical reference guide todelivering professional publicrelations for bothcommunications and thedelivery of local services.

July 2013 • 320 pagesPaperback IsBN:9780749466169ebook IsBN: 9780749466176£29.99

Planning andManaging PublicRelationsCampaignsA Strategic Approach

3rd Edition

anne gregory Professor ofPublic Relations and Director ofthe Centre for Public RelationsStudies in the Faculty ofBusiness and Law at LeedsMetropolitan University, UK

Planning and Managing PublicRelations Campaigns describeshow to initiate and manage thedevelopment of a campaign,covering vital areas such as therole of PR organizations, startingthe planning, research andanalysis, setting objectives,publics and messages, strategyand tactics, timescales andresources and evaluation andreview.

2010 200 PagesPaperback IsBN:9780749451080ebook IsBN: 9780749459284£24.99

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23

Index

Adland.....................................................................................................................15

Advertising Transformed .........................................................................................15

Auto Brand ..............................................................................................................14

Brand and Talent .....................................................................................................15

Brand esSense.........................................................................................................18

Branded Beauty.......................................................................................................14

Business Research ...................................................................................................17

Cambridge Marketing Handbook: Communications ................................................4

Cambridge Marketing Handbook: Digita .................................................................4

Cambridge Marketing Handbook: Distribution ........................................................4

Cambridge Marketing Handbook: Law.....................................................................4

Cambridge Marketing Handbook: Philosophy..........................................................4

Cambridge Marketing Handbook: Pricing Points .....................................................4

Cambridge Marketing Handbook: Products .............................................................4

Cambridge Marketing Handbook: Research.............................................................4

Cambridge Marketing Handbook: Services ..............................................................4

Cambridge Marketing Handbook: Stakeholder ........................................................4

Creating the Strategy ................................................................................................7

Crisis, Issues and Reputation Management ............................................................21

Digital Branding ......................................................................................................11

Essential Law for Marketers.......................................................................................2

Evaluating Public Relation.......................................................................................21

Event Planning and Management ...........................................................................22

Fashion Brands........................................................................................................14

High Impact Marketing That Gets Results ................................................................3

How Cool Brands Stay Hot......................................................................................15

Internal Communications ........................................................................................22

Market Research in Practice ....................................................................................16

Marketing Accountability ..........................................................................................3

Marketing Communications ......................................................................................5

Mobile Marketing....................................................................................................11

Neuromarketing in Action.......................................................................................18

Pioneers of Digital...................................................................................................10

Planning and Managing Public Relations Campaigns.............................................22

PR and Communication in Local Government and Public Services ........................22

Practical Statistics ....................................................................................................17

Promotional Marketing..............................................................................................7

Questionnaire Design .............................................................................................16

Spending Advertising Money in the Digital Age ....................................................15

Stickier Marketing ...................................................................................................10

Successful Marketing Communications.....................................................................6

The 20 Ps of Marketing .............................................................................................6

The Best Digital Marketing Campaigns in the World II.............................................9

The Branded Mind ..................................................................................................19

The Complete Marketer............................................................................................2

The Consumer Mind ...............................................................................................19

The Conversation Manager.....................................................................................10

The Luxury Strategy ................................................................................................13

The Management of Luxury ....................................................................................13

The New Strategic Brand Management..................................................................12

The PR Professional’s Handbook.............................................................................20

Understanding Digital Marketing..............................................................................8

Writing Skills for Public Relations ............................................................................21

Index

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