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Author
Description
"This book examines the key biological and brain differences between women and men, then defines more effective marketing approaches based on those insights. This is not about painting products pink or adding frilly patterns to the packaging; this is a new approach to marketing that challenges some of the sacred cows within the marketing discipline. All of the tools and techniques in this book will help marketers to retune their brand experience specifically...
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Description
"Hispanic Marketing shows marketers how to best reach the widely misunderstood Hispanic demographic. Each chapter describes and explains the cultural principles of Hispanic marketing. Recent case studies in full color help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action."--Jacket.
Author
Description
"In The Power of Business en Espanol, Cancela, one of the most well-respected business experts in the Spanish-speaking world, provides readers with a guide to the exciting--yet often confusing--Spanish-language market. From how to deal with the many Spanish accents and colloquialisms to learning where the Spanish-dominant consumer really lives and spends money, The Power of Business en Espanol is a book that will demystify Spanish-dominant consumers...
Author
Description
Branded Male discusses the evolution of the male consumer and the efforts of marketers to tap into the underdeveloped male market. This book considers all the opportunities for marketing to him and the best ways to exploit these opportunities. It examines male-centered branding in areas as diverse as cars, restaurants, technology, fashion & grooming, bars, gyms and books.--[Publisher description].
Author
Description
"This groundbreaking book lets you in on the best ways to position your business to roll with changing populations of ripe consumers - including how to succeed despite the looming challenges posed by the relatively small Generation X, and leverage the explosive opportunities afforded by massive young Generation Y." "With its simple yet profound insights (along with eye-opening examples of companies who succeeded or failed spectacularly in leveraging...
Description
Thanks to social media, today's teens are able to directly interact with their culture - artists, celebrities, movies, brands, and even one another - in ways never before possible. But is that real empowerment? Or do marketers still hold the upper hand? In this program, author and FRONTLINE correspondent Douglas Rushkoff explores how the perennial teen's quest for identity and connection has migrated to social media - and exposes the game of cat-and-mouse...
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Description
"Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don?t."--Page 2 of cover.
Author
Description
Youth is no longer an age? It's a commodity. 'YouthNation' is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age, it's a commodity that's available to everyone. This book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the...
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Description
"Drawing on his long experience as a researcher and practitioner in media and marketing, and using extensive documentation and exclusive interviews with media producers, Bogart traces the connection between commercial interests and standards of propriety in movies and television. He shows how media content aimed at young adults inevitably engages children as well. He describes how the threat of government regulation has prompted the film, television,...
Author
Description
"Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity ... in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive,...
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