Marketing, PR & Sales 2011 - Kogan Page

Marketing, PR & Sales 2011
New titles and
essential backlist
www.koganpage.com
Practical Books for
Profitable Business

About Kogan Page
Kogan Page has been Europe’s leading
independent publisher of business books
for over 40 years, publishing bestselling
practical textbooks and handbooks for
practitioners in all areas of Marketing, PR
and Sales.
To access free online resources, to find out
more about any of the titles featured in this
catalogue or about the other books we
publish visit www.koganpage.com
About this Catalogue
This is a selection of our titles in Marketing,
PR and Sales, comprising textbooks specially
developed for business courses, and
professional titles chosen for their
contribution to business theory and research.
As a lecturer you can request free inspection
copies of up to three adoptable books in this
catalogue to assess them for potential
recommendation to your students. These are
made available for a 60 day review period
subject to completion of an assessment
form. Books that you adopt you can keep
free of charge. Titles available under this
scheme are marked TEXT in the
catalogue. See page 28 for details of how to
order your inspection copies. All titles in this
selection can be ordered using the order
form on the inside back cover, on our
website at www.koganpage.com (where you
can view the complete catalogue), on
Amazon, or through your local bookshop.
Please recommend titles to your acquisitions
librarian and to colleagues. We’re always
happy to send further copies of this
catalogue on request.
Catalogue cover illustration from
Marketing Communications (see page 1)
Contents
Marketing and Branding Page 1
Marketing Communications Page 1
BOLD Page 2
Brand Failures Page 3
Brand Success Page 3
Marketing Accountability Page 4
Emotionomics Page 5
Sticky Marketing Page 5
How Cool Brands Stay Hot Page 6
A Guide to Open Innovation and Crowdsourcing Page 7
The New Strategic Brand Management Page 7
The Luxury Strategy Page 8
Strategic Alliances and Marketing Partnerships Page 8
Luxury World Page 9
Adland Page 9
Fashion Brands Page 10
Malcolm McDonald on Marketing Planning Page 10
The Branded Mind Page 11
The Best Digital Marketing Campaigns in the World Page 12
Understanding Digital Marketing Page 12
The Handbook of Field Marketing Page 13
Brand Immortality Page 13
Building the Value Machine Page 14
PR and Advertising Page 14
Planning and Managing Public Relations Campaigns Page 14
Online Public Relations Page 15
International Communications Strategy Page 15
Public Relations and the Social Web Page 16
Ads to Icons Page 16
The Advertised Mind Page 17
Public Relations Strategy Page 17
Creativity in Public Relations Page 18
Market Research Page 18
Qualitative Research Page 18
More Guerrilla Marketing Research Page 19
Questionnaire Design Page 19
Retail Page 20
Private Label Page 20
How to Succeed at Retail Page 20
Retailization Page 21
Shopper Marketing Page 21
Category Management in Purchasing Page 22
The Retail Value Chain Page 22
Sales Page 23
Distribution Channels Page 23
Sales Promotion Page 23
Winning New Business Page 24
Succeed for Yourself Page 24
Motivate to Win Page 25
Communicate to Win Page 25
Selling to Win Page 26
Creating and Delivering your Value Proposition Page 26
Aftersales Management Page 27
Customer Care Excellence Page 27
Inspection copy, library recommendation
and update request form Page 28
Order form – see inside back cover

Marketing and Branding
Marketing and Branding
Marketing
TEXT
Communications
Integrating Offline and Online
with Social Media
5th Edition
PR Smith and Ze Zook
The fifth edition of this classic text has been significantly
updated to include the many new forms of communication
now available for marketing professionals. Heralding the
emergence of social media as a ‘marketing revolution’, the
book presents the many varied forms of communication this
offers and the opportunities for marketing which more
effectively engages with its end-user. Marketing
Communications covers every aspect of marketing in an
accessible way. With a plethora of examples and new case
studies as well as online support material for lecturers and
students, this essential textbook will guide the reader through
everything they need to know about the changing face of
marketing.
Contents
New marketing communications; Branding; Customer
relationship management; Customer psychology/buyer
behaviour; Customer communications theory; Marketing
communications research; Media buying and planning;
Marketing communications agencies; International marketing
communications; Marketing communications plan; Marketing
communications laws and regulations; Selling and sales
management; Advertising; PR; Sponsorship; Sales promotion;
Direct mail; Exhibitions and conferences; Merchandizing and
POS; Packaging; Websites and social media.
New
£39.50
PB
504 pages
May 2011
978 0 7494 6193 5
PR Smith is a senior examiner for the CIM’s new
eMarketing Award. The MD of Multimedia Marketing.Com, he
is also the author of Strategic Marketing Communications
and Great Answers to Tough Marketing Questions, both
published by Kogan Page.
Ze Zook is a lecturer, video/digital media producer and
photographer. He teaches marketing communications and
consumer psychology at London Metropolitan University.
1

Marketing and Branding
Marketing and Branding
Bold
How to be Brave in Business
and Win
Shaun Smith and Andy Milligan
TEXT
“Packed full of original ideas and inspirational stories that’ll
give you the confidence to do things your way.”
Richard Reed, Co-founder of Innocent drinks.
“Fortune favours the brave. This book can show you the
way.” – Ronan Dunne, CEO, Telefonica O2 UK Ltd
“Bold is one of the most inspiring and insightful books on
what it takes to build a pure and compelling global brand
for today’s generation, in this digitally disruptive age.”
Angela Ahrendts, CEO Burberry
New
£16.99
PB
336 pages
April 2011
978 0 7494 6344 1
More than ever before business success depends on standing
out from the crowd and delivering authentic experiences that
turn your customers into advocates for your business.
BOLD is about 14 businesses brave enough to challenge
industry norms; they put purpose before profit, go way beyond
what customers expect and relentlessly differentiate
themselves from everyone else. They know no compromise,
they show no corporate timidity. They are BOLD in thought,
BOLD in execution and BOLD in measuring their success in new
ways.
The game changing companies featured challenge
conventional wisdom to win in business and include: Virgin
Galactic, Innocent, O2, Air Asia, Chilli Beans, Six Senses,
Burberry, BBH, The Geek Squad, TNT, JCB, WWF, Umpqua and
Zappos.
BOLD reveals that they share some traits that make them
unique and each brand story is told through the words of the
executives involved. Find out how to be BOLD, brave and put
your money where your mouth is.
Shaun Smith is founder and partner in the customer
experience consultancy Smith+Co which works with leading
brands around the world. A thought leader on the subject of
customer experience strategy, he has featured many times on
CNBC’s ‘Ask The Expert’ programme and together with Andy
Milligan is the co-author of the bestselling Uncommon
Practice and author of Managing the Customer Experience.
2
62
Andy Milligan is a leading international consultant on
brand and business culture. He has worked for almost 20 years
advising major organizations on strategies for brand building,
customer experience and internal culture. Andy appears
regularly in the media to comment on brand issues and as well
as Uncommon Practice, he is co-author of Don’t Mess with
the Logo and author of Brand it Like Beckham.

Marketing and Branding
Marketing and Branding
Brand Failures
The Truth About the 100 Biggest Branding
Mistakes of all Time 2nd Edition
Matt Haig
What do Coca-Cola, McDonald’s, IBM, Microsoft and Virgin have in common? Yes,
they are all global giants, but what they are less recognized for are all those branded
products they’ve launched that have bombed – spectacularly and at great cost.
Brand Failures takes a riveting look at how such disasters occur. In this new updated
edition of the classic Matt Haig’s bestselling book, we’re given the inside story of
100 major brand blunders that make for jaw-dropping reading. He describes the
brands that have set sail with the help of multi-million dollar advertising campaigns
only to sink without a trace. From acknowledged brand mistakes made by successful
blue-chip companies to some lesser know but hilarious bomb-shells, he reveals what
went wrong in every case and provides a valuable checklist of lessons learnt. A tour
of Matt Haig’s fascinating hall of failure will alert you to potential dangers and show
you how to ensure a long, healthy life for your brand.
Sample Contents
Introduction; Classic failures; Idea failures; Extension failures; PR failures; Culture
failures; People failures; Business cycle failures; Rebranding failures; Internet and
new technology failures; Tired brands
Matt Haig is an acclaimed writer and journalist. He is the author of the bestselling
Brand Success and also several bestselling novels, including The Radleys,
The Dead Fathers’ Club and The Last Family in England (Vintage).
Brand Success
How the World’s Top 100 Brands Thrive
and Survive 2nd Edition
Matt Haig
Brand success = business success. A simple equation, but identifying those winning
qualities is not easy. To achieve this goal, author Matt Haig applies a range of criteria
including financial success, longevity, technological advancement, new product
development, work place revolution and mass communication.
The result is a comprehensive, entertaining and illuminating collection. From Adidas
to Zippo, we’re guided through a gallery of some of the world’s best-known names
and given a rare insight into the secret of their success.
With comments from brand managers, psychologists, academics and other experts,
Brand Success (Brand Royalty in its first edition) is a great resource for brand
managers, marketers and students. For the rest of us, it’s simply a great read.
Sample Contents
Innovation brands; Pioneer brands; Distraction brands; Streamlined brands; Muscle
brands; Distinction brands; Status brands; People brands; Responsibility brands;
Broad brands; Emotion brands; Design brands; Consistent brands; Advertiser brands;
Distribution brands; Speed brands; Evolution brands; The BRIC brands; The last word.
Matt Haig See Brand Failures (above)
New
£12.99
PB
256 pages
May 2011
978 0 7494 6299 4
New
£12.99
PB
304 pages
May 2011
978 0 7494 6287 1
3

Marketing and Branding
Marketing and Branding
Marketing
TEXT
Accountability
A New Metrics Model to Measure
Marketing Effectiveness
Malcolm McDonald and Peter Mouncey
Marketing Accountability is essential reading for any senior
marketing professional. Based on seven years’ research into
global best practice in marketing, it investigates every aspect of
this key topic including strategic marketing planning and
marketing due diligence, before introducing a marketing
metrics model that will help marketing directors align
marketing activities with corporate strategy.
New
£19.99
PB
304 pages
January 2011
978 0 7494 6263 5
Contents
It’s tough at the top – CEOs are finally demanding
accountability for marketing expenditure; Strategic marketing
planning – a brief overview; A three-level marketing
accountability framework; A process of Marketing Due
Diligence; The Marketing Metrics model and process;
Segmentation – the basic building block for markets; How to
become the first choice for the customers you want; Turning
strategy into action, and measuring outcomes; Delivering
accountability – finalizing the metrics strategy; Why data
quality can make or break accountability; Measuring the
effectiveness of multichannel strategies; Valuing brands;
Appendix: Econometrics
Professor Malcolm McDonald is a leading authority
on marketing. Emeritus Professor at Cranfield University, he is
also Chairman of six companies and works with the operating
boards of some of the world’s leading multinationals. He has
written over 40 books including the bestselling Marketing
Plans: How to Prepare them; how to use them and Malcolm
McDonald on Marketing Planning (see page 10).
Peter Mouncey is an experienced marketing professional
who now works in marketing education and consultancy. A
visiting Fellow of Cranfield University School of Management,
he is also a Director of the Cranfield Marketing Measurement
and Accountability Forum.
4
64

Marketing and Branding
Marketing and Branding
Emotionomics
Leveraging Emotions for Business Success
2nd Edition
Dan Hill
For far too long, emotions have been ignored in favor of rationality and efficiency,
but breakthroughs in brain science have revealed that people are primarily
emotional decision-makers. Many companies have not yet accepted that fact, much
less acted on it.
In this fully revised edition, Emotionomics will help you to understand emotions in
terms of business opportunities – both in the marketplace and in the workplace.
In today's highly competitive marketplace where many products look alike, it is the
emotional benefit that can make the difference. Step closer to customers and
employees, but step ahead of your competitors.
Sample Contents
Why emotions matter; Branding; Offer design, packaging and usability;
Advertising; Sales; Retail and service.
Dan Hill is a recognized authority on the role of emotions in consumer and
employee behaviour. He is the founder and president of Sensory Logic – a scientific,
research-based consultancy that specializes in gauging and helping to enhance
companies’ sensory-emotional connection with consumers.
New
£14.99
PB
288 pages
October 2010
978 0 7494 6189 8
Sticky Marketing
Why Everything in Marketing has Changed
and What to do About it
Grant Leboff
Sticky Marketing provides a new set of rules for effective communications in a
world transformed by new technology. Companies have to move away from the old
marketing system of shouting messages at people to attract them by providing
value around their product or service – in other words by becoming ‘sticky’ or
attractive. Grant Leboff argues that it is not ‘return on investment’ that matters but
‘return on engagement’, not your unique sales point (or USP), but your customer
engagement point (your CEP), that will make the difference in today’s cluttered
marketplace.
Sample Contents
Setting the scene; Printing press to world wide web; Scarcity to abundance;
Transactions to engagement; Developing an effective marketing strategy; Benefits to
problems; Products to experiences; Unique selling point to customer engagement
points.
Grant Leboff is the founder of Sticky Marketing Ltd, a consultancy which
advises clients on sales and marketing strategies. A regular speaker at conferences
around the world, he is also a contributor to many business magazines and
newspapers including, The Daily Telegraph, The Independent, and The Financial
Times. Grant is also the author of the bestselling book, Sales Therapy.
New
£16.99
PB
232 pages
January 2011
978 0 7494 6050 1
5

Marketing and Branding
Marketing and Branding
How Cool Brands
Stay Hot
Branding to Generation Y
Joeri Van den Bergh and Mattias Behrer
Generation Y (13-29 year olds) are the most marketing savvy
and advertising critical generation ever. Three times the size of
the previous Generation X, they have a much bigger impact on
society and business. But what drives them and how do you
develop the right brand strategies to reach this critical
generation?
How Cool Brands Stay Hot reveals what drives Generation Y
and how you can reach them. Based on important new
research, it provides insights into the consumer psychology and
behaviour of ‘the Millennials’. It will help you to re-connect
with the new generation of consumers by understanding their
likes and dislikes, and explain how you can make your
advertising, marketing and branding relevant to them.
Full of statistics and case studies including Nokia, Nivea,
PlayStation, Coca-Cola, Volkswagen, Smirnoff, Red Bull, H&M,
and Levi’s, How Cool Brands Stay Hot provides you with
creative ideas on how to position, develop and promote your
brands to the new consumer generation.
New
£19.99
HB
272 pages
February 2011
978 0 7494 6250 5
Sample Contents
Defining generation Y; Developing a brand model for the new
consumer; What cool means to brands; The real thing: brand
authenticity; We all want unique brands; Self-identification with
the brand; Happiness: Gen Y’s adoration for branded emotions.
Joeri Van den Bergh is the co-founder of InSites
Consulting, a global ‘new generation’ research agency with
offices in Belgium, UK, France, Switzerland, Netherlands. He has
extensive experience of all aspects of branding, marketing
and advertising to kids, teens and young adults. His clients
includes global customers such as Lego, Nokia, Sony, MTV
networks, Danone, Unilever, and Coca-Cola, for whom he has
provided research and advice on how to target the youth
market. An author and contributor to numerous journals, he
also lectures throughout the world on marketing topics.
Mattias Behrer is the Senior Vice President, General
Manager of MTV North Europe & MTV International Property
Marketing. Mattias joined MTV Networks in 2005 and prior to
this he spent seven successful years with retail giant H&M,
where he had various leading roles in global marketing and
brand management.
6
6

Marketing and Branding
Marketing and Branding
A Guide To Open Innovation
And Crowdsourcing
Advice from Leading Experts
Paul Sloane
TEXT
Open innovation and crowdsourcing are the hottest topics in strategy and
management today. A Guide to Open Innovation and Crowdsourcing explains how
you can use the power of the internet to build and innovate in order to introduce a
consumer democracy that has never existed before. If your business fails to embrace it,
you’re at risk of being left behind.
With corporate case studies and best practice advice, A Guide to Open Innovation
and Crowdsourcing is a vital read for anyone who wants to find innovative products
and services from outside their organizations, make them work and overcome the
practical difficulties that lie in the way.
Sample Contents
What is Open Innovation?; What is Crowdsourcing?; Open Innovation Typology; The
Importance of a Strategic Approach to Open Innovation; Start at the End David;
Institutionalizing Open Innovation; The Strategic Context for Open Innovation.
Paul Sloane is an experienced speaker, course leader and facilitator. He is the bestselling
author of How to Be a Brilliant Thinker, The Leader's Guide to Lateral
Thinking Skills and The Innovative Leader, all published by Kogan Page.
New
£14.99
PB
232 pages
February 2011
978 0 7494 6307 6
The New Strategic Brand
Management
Creating and Sustaining Brand Equity Long
Term 4th Edition
Jean-Noël Kapferer
TEXT
“Managing a brand without reading this book is like driving a car without your
license.” – Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea
Adopted internationally by business schools, MBA programmes and marketing
practitioners alike, The New Strategic Brand Management is simply the reference
source for senior strategists, positioning professionals and postgraduate students.
This edition reveals and explains the latest techniques used by companies worldwide.
Author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist
today, supported by an array of international case studies.
Sample Contents
Building the brand when the clients are empowered; Why is branding so strategic?:
Brand equity in question; Strategic implications of branding; Brand and business
building; From private labels to store brands; Brand diversity: the types of brands.
Jean-Noël Kapferer is one of the very few worldwide experts on brand
management. Professor at HEC Paris, the luxury research centre in Europe, he holds the
Pernod-Ricard Chair on Prestige and Luxury Management. Also a consultant, he is a
member of the board of a major luxury brand, and he frequently gives executive
seminars on luxury in China, the US, Japan, Korea and India.
£35.00
PB
576 pages
2008
978 0 7494 5085 4
7

Marketing and Branding
Marketing and Branding
£30.00
HB
336 pages
2008
978 0 7494 5477 7
£30.00
HB
256 pages
2009
978 0 7494 5484 5
The Luxury Strategy
Break the Rules of Marketing
to Build Luxury Brands
Jean-Noël Kapferer and Vincent Bastien
Strategic Alliances and
Marketing Partnerships
Gaining Competitive Advantage through
Collaboration and Partnering
Richard Gibbs and Andrew Humphries
TEXT
The Luxury Strategy is a definitive work that looks at what luxury really is. Luxury is
as old as humanity and it is only by a thorough understanding of the genuine
concept that it is possible to define a rigorous set of rules for the effective
management of luxury brands and products. The Luxury Strategy rationalizes the
management of this new business concept based on the highly original methods that
were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier,
Chanel, Bulgari, Gucci and Prada, into global brands.
Sample Contents
To be or not to be luxury; Back to luxury fundamentals; In the beginning there was
luxury; The end of a confusion: premium is not luxury; Anti-laws of marketing; Facets
of luxury today; Luxury brands need specific management.
Jean-Noël Kapferer (see page 7)
Vincent Bastien is one of the most experienced senior managers in the luxury
business. Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent
Parfums, he has held senior posts at some of the world's most prestigious luxury
brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in
Luxury.
Strategic Alliances and Marketing Partnerships will help you to understand how
partnerships function and how you can manage them more effectively and
efficiently. Based on solid research and dealing with key topics such as supply chain
management, marketing channels and relationship management, it identifies the key
factors that determine partnering excellence.
Includes case studies from prominent, global organizations such as Walmart, Toyota,
General Motors and Dell.
Contents
Placing a Value on Your Key Commercial Partnerships; The Business of Partnering; The
Evolution of Partnership-driven Business Strategies; The Obstacles and Drivers of
Successful Partnerships; Relationship Marketing: A ‘new-old’ theory of business
relationships; Understanding Partnership and Alliance Dynamics; Working Hard at the
‘Soft’ Factors; The Gibbs+Humphries Partnership Types; Making Partnerships and
Alliances Work for You.
Richard Gibbs is an expert in relationship marketing and has held senior
positions in major companies including Xerox and Novell Inc.
Andrew Humphries is currently CEO of SCCI Ltd, a company that specializes in
measuring commercial relationship performance.
8
8

Marketing and Branding
Marketing and Branding
Luxury World
The Past, Present and Future of Luxury Brands
Mark Tungate
“Luxury isn’t going out of style – it just needs to change its style.” – Tom Ford
With wit, accuracy and insatiable curiosity, Luxury World takes us on a voyage around
the luxury universe, slipping behind the façades of the world’s most sophisticated
businesses to show the reader how they function. Among other destinations, bestselling
author Mark Tungate visits Swiss watchmakers, the Champagne houses of
France, the diamond district of Antwerp, the luxury enclave of Monte Carlo, the discreet
ateliers of the last craftsmen and a host of brands in Paris – the self-proclaimed capital
of elegance. Along the way, he uncovers the true face of today’s luxury industry.
Contents
The dream weavers; The last artisans; Romancing the stones; Watching the
watchmakers; Auto attraction; Fractional high-flyers; Super yachts; Haute property;
Deluxe nomads; Art brands; Upscale retail; Digital luxury; By royal appointment; In
champagne country; The wines of Paradise; The chef; Well-being; The knowledge
economy; The gift of time; Sustainable luxury; Conclusion: the rehabilitation of luxury.
Mark Tungate is the author of the bestselling Fashion Brands (see page 10) and
Adland. He writes regularly about advertising, style and popular culture for the French
media magazine Stratégies and the trends intelligence service WGSN. His work has
also appeared in The Times, The Independent and
The Telegraph, as well as the magazine CNN Traveller.
Adland
A Global History of Advertising
Mark Tungate
“Immensely readable” – Sir Martin Sorrell
£19.95
HB
272 pages
2009
978 0 7494 5263 6
Adland is a ground-breaking examination of modern advertising, from its early origins,
to the evolution of the current advertising landscape. Bestselling author and journalist
Mark Tungate examines key developments in advertising, from copy adverts, radio and
television, to the opportunities afforded by the explosion of digital media – podcasting,
text messaging and interactive campaigns.
Exploring the roots of the advertising industry in New York and London, and going on to
cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a
comprehensive examination of a global industry and suggests ways in which it is likely
to develop in the future.
Contents
Pioneers of persuasion; From propaganda to soap; Madison Avenue aristocracy; Creative
revolutionaries; The Chicago way; The Brit pack; Eighties extravagance; The French
connection; European icons; Media spins off; Consolidation incorporated; Japanese
giants; The alternatives; Dotcom boom and bust; Latin spirit; International outposts;
Shooting stars; Controversy in Cannes; New frontiers; The agency of the future.
Mark Tungage (see above)
£19.95
HB
288 pages
2007
978 0 7494 4837 0
9

Marketing and Branding
Marketing and Branding
£19.99
HB
272 pages
2008
978 0 7494 5305 3
£12.99
PB
208 pages
2007
978 0 7494 5149 3
Fashion Brands
Branding Style from Armani to Zara
2nd Edition
Mark Tungate
“Interesting things to say about the effects of the global marketplace on fashion
brands.” – Drapers
This edition of the international bestseller Fashion Brands explores the
popularization of fashion and explains how marketers and branding experts have
turned clothes and accessories into objects of desire. Full of first hand interviews
with key players, it analyses every aspect of fashion from a marketing perspective.
With its finger firmly on the fashion pulse, it also looks at the impact of blogging and
the rise of celebrity-endorsed products and fashion ranges.
Contents
A history of seduction; Fashioning an identity; When haute couture meets high street;
The designer as brand; The store is the star; Anatomy of a trend; The image-makers;
They shoot dresses, don't they? This year's model; Celebrity sells; Press to impress;
The collections; Accessorize all areas; Retro brands retooled; Targeted male; Urban
athletes; Virtually dressed; Rise of the bloggers; Brave new market; The faking game;
Behind the seams; Style goes back to the future.
Mark Tungate (see page 9)
Malcolm McDonald on
Marketing Planning
Understanding Marketing Plans and Strategy
Malcolm McDonald
"High on practical information" – Marketing Business
As a busy marketer you’ll find this information-crammed guide to marketing planning
is perfect for you. Snappy and succinct, Malcolm McDonald on Marketing Planning
will help you appreciate the benefits of rigorous marketing planning and will guide
you through the production of a marketing plan made to work in the real world.
With the emphasis on practicality, this book covers the essentials of marketing
planning and the strategic marketing process. With test questions at the end of each
chapter to aid understanding, this really is the essential guide to marketing planning.
Contents
Understanding marketing planning; How marketing planning fits with corporate
planning; The strategic marketing planning process and the marketing plan; Defining
markets and segments prior to planning; Understanding products and services prior
to planning; Setting marketing objectives and strategies; Advertising and sales
promotion strategies; Sales strategies; Price strategies; Place (distribution and
customer service) strategies; Information and organization; Making marketing
planning work; Next steps…
Malcolm McDonald (see page 4)
TEXT
10

Marketing and Branding
Marketing and Branding
The Branded Mind
What Neuroscience Really Tells us
TEXT
About the Puzzle of the Brain and
the Brand
Erik du Plessis
The Branded Mind is about how people think, and particularly
how people think about brands. It explores what we know
about the structure of the brain, explains how the different
parts of the brain interact, and then demonstrates how this
relates to current marketing theories on consumer behaviour. It
investigates developments in neuroscience and
neuromarketing, and how brain science can contribute to
marketing and brand building strategies. Including research by
Millward Brown, one of the 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 and market
segmentation.
Sample Contents
PART I What it is all about; Introduction; This book is about the
consumer’s brain; The new paradigm; The brain – the coming
together of disciplines.
PART II The decision-making puzzle; Interpretation, memory,
experience, learning; Introducing the rat brain robot; Feelings;
The ‘feeling’ brain systems and how they work; The
environmental awareness system: emotions; The ‘state of body’
system: homeostasis; The ‘state of mind’ system, or moods and
arousal; The evaluation system: pleasure; Personality; Social
systems and culture; Gender differences; Let’s put it all
together; Measuring the brain.
PART III Creating mischief; On creating mischief; The elusive
subconscious; Buy-ology; Read Montague’s Pepsi Challenge;
Science: models and measurements; What has neuroscience
contributed to marketing?
PART IV Some marketing implications; The brand soma;
Consumer decision-making as heuristics; Market
segmentation; Attention; Advertising budget, brand life cycle,
synapses and brand soma.
PART V My conclusions.
New
£24.99
HB
272 pages
February 2011
978 0 7494 6125 6
Erik du Plessis is Chairman of Millward Brown (South
Africa), one of the world’s top market research companies with
78 offices in 51 countries. He is also a Visiting Professor at the
Copenhagen Business School, and the author of
The Advertised Mind (see page 17).
11

Marketing and Branding
Marketing and Branding
New
£16.99
PB
224 pages
June 2011
978 0 7494 6062 4
£19.99
HB
288 pages
2008
978 0 7494 5389 3
The Best Digital Marketing
Campaigns In The World
Mastering the Art of Customer Engagement
Damian Ryan and Calvin Jones
The Best Digital Marketing Campaigns in the World brings together an
international collection of the most successful digital marketing campaigns of our
time, assessing what they achieved and the business lessons learnt. This practical
and dynamic book explores how businesses large and small have harnessed social
media, blogs, forums, online video and email to boost their brand and attract
customers. Following the success of their first book, Understanding Digital
Marketing, authors Damian Ryan and Calvin Jones present a selection of handpicked
case studies, sharing the knowledge and skill of the world’s top creative minds.
Sample Contents
The rapid evolution of (digital) marketing; Case study 1: Dockers ‘pants dance’; Case
study 2: The Truth About Smart; Case study 3: Doritos Hotel 626; Case study 4: Lynx
Primal Instinct; Case study 5: Rage Against the Machine for Christmas number one.
Damian Ryan is a digital marketing expert and has been working at the
forefront of the media industry for 25 years. He now works in the global mergers and
acquisitions business where he specialises in digital marketing.
Calvin Jones is a freelance writer and is already widely recognised as an
authoritative and knowledgeable writer and commentator in the emerging world of
digital marketing.
Understanding Digital
Marketing
Marketing Strategies for Engaging
the Digital Generation
Damian Ryan and Calvin Jones
TEXT
Understanding Digital Marketing looks at the world of digital marketing: how it got
started, how it got to where it is today, and where the thought leaders in the
industry believe that it is headed in the future. The book will show you, in a practical
and comprehensive way, how to harness the power of digital media and use it to
achieve the utmost success for your business, now and in the future.
Understanding Digital Marketing will help you:
• choose online marketing channels to get your products and services to market
• understand the origins of digital marketing and the trends shaping its future
• achieve the competitive edge to keep you ahead of the pack.
Contents
Going digital; Strategic thinking; Building a website; Search engine optimization;
Website intelligence and ROI; E-mail marketing; Social media; Online PR and
reputation management; Affiliate marketing and strategic partnerships; Digital media
creative; Future trends.
12

Marketing and Branding
Marketing and Branding
The Handbook of Field Marketing
A Complete Guide to Understanding and
Outsourcing Face-to-Face Direct Marketing
Alison Williams and Roddy Mullin
The Handbook of Field Marketing reveals the best techniques to ensure profitable
brand maximization for your company’s products (or those of the client company),
whether measured by brand visibility, product availability, positioning, performance
against competitors or overall sales performance.
Crammed with self study questions, case studies, and proven advice for success, the
book offers a blueprint for best practice, enabling you to undertake robust, rigorous
and meaningful brand research.
Sample Contents
Starting with the customer; The business and marketing purpose behind field
marketing; What field marketing is and what it can do; The FM sales discipline; The
merchandising discipline; The auditing discipline; The sampling and demonstrating
discipline; The experiential marketing discipline.
Alison Williams is Chairman of the FDS Group of Companies which she founded
in 1981, and is also the first Chairman of the Field Marketing Council for the DMA. She
was previously Chair of the Field Marketing Association.
Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been
a consultant for marketing and sales for the past two decades, and is a Vice President
of the Central London branch of the CIM as well as a member of the Worshipful
Company of Marketers’ task force for marketing in the UK. Other books for Kogan Page
include the bestselling Sales Promotion (see page 23).
£19.95
PB
272 pages
2009
978 0 7494 5626 9
Brand Immortality
How Brands can Live Long and Prosper
Hamish Pringle and Peter Field
TEXT
Brand Immortality is a practical health manual for brands of all types and ages that
seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and
full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the
nature of brands has changed over time and continues to evolve, and the implications
this has for marketing. It identifies the factors that are essential to a brand's long term
survival – especially those which defend and strengthen a brand's place in the hearts
and minds of consumers.
Sample Contents
Why immortality should matter to investors; Is death inevitable?; How the changing
nature of brands affects brand resilience; How brand architecture affects brand
resilience; Introduction to the dangers of strategic thinking models; The Ansoff Matrix;
The Boston Matrix; Porter’s Five Forces; The 4 Ps; The FCB grid; Maslow’s Hierarchy of
Needs; The influence of customer life stage; The influence of customer mind set.
Hamish Pringle is Director General of the IPA (The Institute of Practitioners in
Advertising). He has over 26 years' experience in the advertising industry having run his
own branding and marketing consultancy and worked for Saatchi & Saatchi amongst
many others.
Peter Field spent 15 years as a strategic planner in advertising before working as a
consultant. As well as setting up a training partnership for the advertising and marketing
industries, he helped start Eatbigfish, the challenger brand consultancy.
£30.00
HB
336 pages
2008
978 0 7494 4928 5
13

Marketing and Branding
Marketing and Branding
£30.00
HB
240 pages
2009
978 0 7494 5485 2
£19.99
PB
208 pages
June 2010
978 0 7494 5108 0
Building the Value Machine
Transforming your Business through
Collaborative Customer Partnerships
Peter Cheverton
Planning and Managing
Public Relations Campaigns
A Strategic Approach 3rd Edition
Anne Gregory
TEXT
Building the Value Machine represents the type of business that many aspire
towards – a business able to align its internal functions (sales, marketing etc) in
order to collaborate with its key customers in the creation of real and unique value
for mutual benefit. The challenge is to find the right organizational structures, the
right planning and operational processes, and to place all of that under the right kind
of leadership in order to create the ‘right kind of value’ – the kind that will be good
for the customer’s business, and the kind that will be good for our own.
Contents
The value machine; Leadership – the pivotal activity; Fuelling the value machine;
Market segmentation; Customer classification; Account management – being
appropriate; The people; The business strategy; The value creation process; The critical
success factors; Getting cross-functional teams to work; Leading the change.
Peter Cheverton is founding Director of INSIGHT Marketing and People, a
global training and consultancy firm. He is author of Key Account Management
(also published by Kogan Page).
PR and Advertising
PR and Advertising
TEXT
This fully updated edition demonstrates a 10-point plan for ensuring successful
campaigns and programmes. Practical and easy to read, it takes the form of a stepby-step
guide, covering many vital areas including research and analysis and setting
objectives, among others.
Endorsed by the Institute of Public Relations, and packed with numerous case
studies, Planning and Managing Public Relations Campaigns is vital reading for
students, practitioners or managers.
Contents
Planning and managing: the context; Public relations in context; Starting the
planning process; Research and analysis; Communication theory and setting aims
and objectives; Knowing the public and messages; Strategy and tactics; Timescales
and resources; Knowing what has been achieved: evaluation and review.
Anne Gregory is one of the leading academics in public relations in the UK. She
is Head of the School of Business Strategy and an Assistant Dean of the Faculty of
Business at Leeds Metropolitan University.
14

PR and Advertising
PR and Advertising
Online Public Relations
A Practical Guide to Developing an
Online Strategy in the World of Social Media
2nd Edition
David Phillips and Philip Young
This thoroughly revised second edition of Online Public Relations shows readers how
to use this potent and energizing medium intelligently and effectively. PR practitioners
must now explore and experiment with new technologies and new ways of thinking to
get their message across – and in an environment which has been made far more
transparent due to social media. Any PR professional wanting to conduct business in
the modern interconnected world will regard this book as a must.
Sample Contents
Everybody’s public relations; A shift in culture, communication; A look at the future of
online PR.
David Phillips has written three books about online PR, lectures at Gloucester
University and Escola Superior de Comunicação Social, Portugal and is also the Head of
Digital consultancy at Publicasity. He is a Fellow of Chartered Institute of Public
Relations and the Society of New Communications Research.
Philip Young is a senior lecturer in public relations at the University of Sunderland,
specialising in social media and media ethics. He is a lead researcher on the European
Public Relations Education and Research Association's EuroBlog project.
£19.99
PB
288 pages
2009
978 0 7494 4968 1
International Communications
Strategy
Developments in Cross-Cultural
Communications, PR and Social Media
Silvia Cambié and Yang-May Ooi
"...an excellent and essential guide." – Engineering & Technology
International Communications Strategy is about the cross-cultural challenges currently
facing PR practitioners. Offshoring, globalisation and the rise of China and India have
been triggering unprecedented change in the communication sector.
By providing information on alternative approaches as well as containing cross-cultural
case-studies and examples, the book will give you points of reference and ideas that you
will be able to use every time you are asked to provide strategic communication
guidance to senior management/clients.
Sample Contents
International communications; The world we live in; Rethinking public relations; The
global language of corporate social responsibility; The dawn of leadership
communication; The day after; The role of social media in international communications.
Silvia Cambié is a cross-cultural communicator whose experience includes business
journalism from Eastern Europe and professional communication for international trade
associations.
Yang-May Ooi is a writer specialising in cross-cultural issues and social media. Her
cross-cultural blog, Fusion View, has been featured on BBC Radio.
£30.00
HB
240 pages
2009
978 0 7494 5329 9
15

PR and Advertising
PR and Advertising
£19.99
HB
192 pages
2009
978 0 7494 5507 1
£19.99
PB
368 pages
2009
978 0 7494 5647 4
Public Relations and
the Social Web
How to Use Social Media and Web 2.0
in Communications
Rob Brown
Public Relations and the Social Web explores the way in which communication is
changing and looks at what this means for communicators working across a range
of industries, from entertainment through to politics. The book examines emerging
public relations practices in the digital environment and shows readers how digital
public relations campaigns can be structured.
Including information on new communication channels such as blogs, wikis, RSS,
social networking and SEO, Public Relations and the Social Web is essential reading
for public relations practitioners, students of public relations, and those who work in
related areas such as journalism and web construction and design.
Sample Contents
What happened to communications; The implications for communicators; The lunatics
have taken over the asylum; The new channels; Search engine optimisation; The
power of the new media; The new ethics.
Rob Brown set up his own media PR business in the 90s, working with Granada
Television, Channel Four and Endemol. He later joined McCann Erickson as PR
Director. In 2008 Rob returned to Staniforth, now part of the TBWA group, as its
Managing Director.
Ads to Icons
How Advertising Succeeds in a
Multimedia Age 2nd Edition
Paul Springer
The second edition of Ads to Icons examines current and future trends in
advertising. Through 50 updated international case studies of new and iconic
advertising campaigns, author Paul Springer identifies why they were successful and
analyses their contribution to the continued development of advertising.
It includes an online campaign entitled Non Stop Fernando that exploits the
potential of online film.
Contents
Rethinking mass media; Widening formats; Events-driven; Shaping product
experiences; Digital persuasion; Online spaces; The new media landscape; The new
job landscape; Where advertising stops… and marketing begins.
Dr Paul Springer specializes in emerging mass communications. He has
worked with Microsoft, Havas Media, The China Advertising Association and Virginia
Commonwealth University. He is also Head of Research and Enterprise at
Buckinghamshire New University, UK.
16

PR and Advertising
PR and Advertising
The Advertised Mind
TEXT
Groundbreaking Insights into how our Brains
Respond to Advertising
Erik Du Plessis
The Advertised Mind draws on the very latest research into the workings of the
human brain undertaken by psychologists, neurologists and artificial intelligence
specialists. Author Erik du Plessis uses this research to suggest why emotion is such an
important factor in establishing a firm memory of an advertisement and predisposing
consumers to buy the brand that is being advertised.
He also draws on the findings of Adtrack’s world-famous database of responses to over
30,000 TV commercials (the largest in the world). He explores what ‘ad-liking’ really
means, and suggests how this paradigm about the role of emotion has resulted in a
continued effort to obtain maximum return from advertising spend.
Contents
How advertisements work; Psychologists' models of learning and memory; Learning
and emotion; Advertising, learning and memory; What ad-liking means; Recognition,
recall and persuasion; Advertisement memories and brand linkage; Exposing the
consumer to the advertising; The mental world of brands and the objective of
advertising.
Erik du Plessis (see page 11)
£18.99
PB
256 pages
2008
978 0 7494 5024 3
Public Relations Strategy
3rd Edition
Sandra Oliver
TEXT
This challenging book reflects the intense discussion that is taking place on the
nature of public relations and how it develops and supports management strategy. It
links models and theories of strategic management to the PR function and discusses
how globalization and the Internet are changing organizational PR strategy.
This new and updated version of Public Relations Strategy explains how PR lies at
the heart of sound, ethical corporate communication as a core strategic management
function. Including many new international case studies, Public Relations Strategy is
a useful addition to the thinking practitioner's library, and an invaluable learning tool
for students undertaking examinations in PR and related disciplines.
Sample Contents
The nature of PR as strategic management; The professional role of PR within
organizations; How organizations attain and maintain their reputations; The role of
internal communication as a human resource strategy.
Dr Sandra Oliver is Emeritus Professor at Thames Valley University, London,
where she is involved in a professional doctorate scheme, supervises PR doctoral
candidates and mentors CIPR/IPRA members. She is also the author of Corporate
Communication: Principles, Techniques and Strategies (Kogan Page).
£19.99
PB
208 pages
2009
978 0 7494 5640 5
17

PR and Advertising
PR and Advertising
£19.99
PB
272 pages
2009
978 0 7494 5650 4
£24.95
PB
272 pages
2009
978 0 7494 5464 7
Creativity in Public
Relations
4th Edition
Andy Green
Creative input is inevitably required of the PR practitioner and yet there is a lack of
real understanding of the mechanics of the processes involved. Creativity in Public
Relations seeks to address this situation and explores the five ‘Is’ of the creative
process, showing you techniques for stimulating and evaluating ideas and obstacles
to creativity. This fully updated fourth edition also includes two new chapters on the
use of social media and creativity, and creativity and memes.
Sample Contents
A definition of ‘creativity’;Creativity: some myths debunked; How you think in
‘boxes’; The creative process; Green Light thinking: creative techniques; Green Light
thinking: brainstorming; Creativity – the consultation tool; Red Light thinking.
Andy Green is a Fellow of the CIPR and is a leading expert on communications
and creativity. He is also the author of Effective Personal Communication Skills for
Public Relations (also published by Kogan Page).
Qualitative Research
Good Decision Making Through
Understanding People, Cultures
and Markets
Sheila Keegan
Market Research
Market Research
TEXT
Qualitative Research helps those with limited experience to become proficient
buyers of research. It will enable buyers to commission QR with confidence, to
choose a supplier, agree a methodology with the research agency, understand the
process and end up with useful outputs which address the initial research issues. It
will help train new practitioners in the basics and will also develop the knowledge
and understanding of more experienced researchers. Understanding why individuals
and groups think and behave as they do lies at the heart of qualitative research, and
practitioners and students will all benefit from this title.
Sample Contents
Market research: the big picture; How qualitative fits within the wider world of
research; The nature of qualitative research; The business of qualitative research;
Research issues that call for qualitative methods; Qualitative research
methodologies; Improving interviewing skills; Research stimuli; Projective
techniques; Consumer input to idea generation and development.
Dr Sheila Keegan is a Chartered Psychologist and has a doctorate in
organizational change. In 1983, she co-founded Campbell Keegan Ltd, a business
psychology consultancy working in the private and public sectors. She is a Fellow of
the Market Research Society and a Fellow of Bath Business School.
18

Market Research
Market Research
More Guerrilla Marketing
Research
Asking the Right People, the Right Questions,
the Right Way, and Effectively Using the
Answers to Make More Money
Robert J Kaden, Gerald Linda and Jay Conrad Levinson
More Guerrilla Marketing Research, the follow-up title to Guerrilla Marketing
Research destroys the myth that only big companies can afford marketing research.
The new book focuses on why small and mid-sized businesses can benefit from
conducting focus groups and surveys.
Contents
Marketing research – Why should you care; Setting research goals and objectives; What
guerrillas can learn from large company research; How to get started; How to set a
research budget; Using research professionals; How much research should you do.
Robert J Kaden formed The Kaden Company, after founding, growing and
eventually selling off the market research company Goldring & Co. He is author of
Guerrilla Marketing Research.
Gerald Linda re-established the marketing consulting firm, Gerald Linda &
Associates, in 1994. The firm provides marketing strategy, planning and research
services to a mix of companies.
Jay Conrad Levinson is the author of the bestselling marketing series in history,
‘Guerrilla Marketing’, plus 58 other business books. His books have sold more than 20
million copies worldwide.
Questionnaire Design
How to Plan, Structure and Write Survey
Material for Effective Market Research
2nd Edition
Ian Brace
If you need to conduct market research for your company, a good questionnaire is a
vital tool. Questionnaire Design covers anything and everything you need to know
about constructing the perfect questionnaire for your business.
Taking you through every step of the process, and encouraging you to really think
about what you are asking, and what data you want to find out, Questionnaire
Design is an essential guide for marketers everywhere. Whether you are a student of
marketing, have market research skills that need updating, or simply want a
handbook to refer to as the need arises, Questionnaire Design is the book for you.
Ian Brace is Research Director at TNS UK. Ian is a Visiting Fellow in market
research at Bristol Business School, and currently Vice Chairman of the council of the
Market Research Society and Deputy Chair of the MRS Professional Standards
Committee. He is also co-author of An Introduction to Market and Social Research,
(published by Kogan Page).
£18.99
HB
368 pages
2009
978 0 7494 5547 7
£25.00
PB
312 pages
2008
978 0 7494 5028 1
19

Retail
£14.99
PB
312 pages
2009
978 0 7494 5593 4
Private Label
Turning the Retail Brand Threat into your
Biggest Opportunity
Keith Lincoln and Lars Thomassen
Private Label is a powerful and compelling book of international scope on both the
dangers and the opportunities posed by the rapid growth in recent years of private
label or retail brands (those owned, sold and distributed by retailers). Debunking the
myths and looking at all possible scenarios, it encourages brand owners to see the
‘own brand’ problem as a genuine business opportunity that will inspire them to
innovate. Moreover, Private Label also suggests ways that retailers can maximize the
potential of their own private labels, without damaging their own business.
Sample Contents
Understanding the opportunity; Identifying the opportunity; Retailizing the brand
opportunity; Retailizing the retailer opportunity; Realizing the opportunity together;
Privatizing the brand.
Keith Lincoln is a keynote speaker and business advisor to leading international
companies, and a visiting lecturer at INSEAD Business School and London Business
School. He is also co-author of Retailization with Lars Thomassen and Anthony
Aconis (see facing page).
Lars Thomassen has worked in advertising for over 30 years, most recently at
BBDO, where he was involved in the development of many major global brands. He
is now CEO of Walls, a leading international property developer.
£14.99
PB
224 pages
2009
978 0 7494 5594 1
How to Succeed at Retail
Winning Case Studies and Strategies for
Retailers and Brands
Keith Lincoln and Lars Thomassen
Who are the world’s best retail brands? Is there a formula for success you can learn
from? How to Succeed at Retail helps you find the key factors that will make you
successful. Building on the process introduced in the international bestseller
Retailization, it begins by encouraging you to become ‘retail obsessed’ and to think
strategically, creatively and operationally in a retail context. It then illustrates success
in action with 25 winning international case studies that show you some
inspirational ways forward.
Contents
Apple; Assa Abloy; Bose; Courvoisier; Dyson; Easyjet; Gillette; Gooh!; Guinness;
Hennes & Mauritz; Holland & Holland; Innocent; Karmaloop; Oliviers & Co.; P&G;
Peroni; Red Bull; REI; Senseo; Starbucks; Superquinn; Tchibo; Whole Foods Market;
Yoyamart; Zara.
20

Retail
Retailization
Brand Survival in the Age of Retailer Power
Keith Lincoln, Lars Thomassen and Anthony Aconis
Retailization illustrates how brand power is slowly and inexorably being replaced by
retailer power – whether we like it or not, retail is now central to all business decisionmaking.
Many brands lack the tools needed to prevent them becoming trapped
between massive, global retailers and well-informed, demanding shoppers. In this
retail-centric world, marketing as we know it is being severely challenged, and there is
an overwhelming need for fresh thinking and new tactics.
Sample Contents
The rise of the retailer: the first squeeze is only going to get bigger and bigger; The age
of the shopper: the second squeeze takes its throne; The private dilemma; the third
squeeze shows its strength; The new communication world; the fourth squeeze rethinks
its role; Retailization: unsqueezing the squeeze; The blood pack: introducing the
retailization process; Step 1: the arena – dealing with where we create our sale(s).
Keith Lincoln and Lars Thomassen see facing page
Anthony Aconis worked in advertising as a strategic planner, and then opened his
own company, Fireball. He has created numerous consumer studies on everything from
baby boomers to youth, to the modern family.
£14.99
PB
240 pages
2009
978 0 7494 5336 7
Shopper Marketing
How to Increase Purchase Decisions at the
Point of Sale
Edited by Markus Stahlberg and Ville Maila
A collection of articles written by 35 individual contributors from around the world.
Contents
Definition: what is shopper marketing? Science of shopping; Point of view on
shopper marketing; Shopper marketing: the discipline, the approach; Seven steps
towards effective shopper marketing; Bringing shopper into category management;
Illogic inside the mind of the shopper; For shoppers there’s no place like home;
Shopper mega-trends: health, wellness and the environment; Understanding
shoppers’ complex decisions; The three shopping currencies; Making your brand part
of a shopper solution; Strategy: how to approach shopper marketing.
Markus Stahlberg and Ville Maila are the CEO and Planning Director of
Phenomena Group Ltd. £29.95
HB
256 pages
2009
978 0 7494 5702 0
21

£50.00
HB
320 pages
2009
978 0 7494 5257 5
£30.00
HB
384 pages
2008
978 0 7494 5456 2
Category Management in
Purchasing
A Strategic Approach to Maximize
Business Profitability
Jonathan O’Brien
The Retail Value Chain
Retail
“Category Management in Purchasing fills a need in the literature available on
this topic and provides the reader with a thorough insight into the principles and
application of category management.”
Ken James, former CEO of the Chartered Institute of Purchasing & Supply
Category Management is a technique used to understand markets, analyse spend
and make purchasing decisions which save money. It is about a pathway from
accepting mediocre goods and services at high cost, to effective supply management
which delivers real value.
Contents
Category Management explained; Sourcing strategically; Managing the market;
Driving change; Breakthrough thinking; Customer focus; Cross functional teams that
work; The five stages of Category Management; Future implementation for
purchasing; Corporate social responsibility; The global marketplace; The role of
category management for the future.
Jonathan O’Brien is a Director and Co-Owner of the international purchasing
consultancy and training provider, Positive Purchasing Ltd. He has over 20 years
experience working in purchasing.
How to Gain Competitive Advantage through
Efficient Consumer Response (ECR) Strategies
Sami Finne and Hanna Sivonen
The Retail Value Chain analyses the changes in the retail industry and the strategic
options now open to companies. The book describes the key concepts of Efficient
Consumer Response (ECR) and provides several illustrative cases to demonstrate the
results. Including expert opinions, real-life case examples and a global study of
shopper information sharing, The Retail Value Chain is essential reading for both
retail practitioners and students of retail and channel marketing.
Contents
Change drivers in the retail value chain; Retail formats; Collaboration in the retail
value chain; Demand management; Store operations; Information technology trends
in the retail value chain; Loyalty programmes and customer information sharing; The
future.
Sami Finne is a principal consultant and the sector leader for the Retail &
Consumer Products sector in Capgemini Consulting Finland.
Hanna Sivonen is Senior Consultant in the marketing, sales and service
transformation team of Capgemini Finland.
TEXT
22

Sales
Distribution Channels
Understanding and Managing Channels
to Market 2nd Edition
Julian Dent
TEXT
Distribution Channels explores the ways in which a business can optimize its routes to
market through a thorough understanding of its go-to-market partner’s business
models. It defines the role and importance of the various partners involved in the
distribution chain, including distributors, wholesalers, final tier channel players and
retailers; and provides advice on managing these relationships for optimum market
exposure and successful product delivery. It provides a detailed description of the
various business models which can be used between these parties, and considers how
to adapt them in order to maximise routes to market. Taking into account both the
tactical and strategic dimension of channel economics, Distribution Channels provides
you with the knowledge needed to improve your business model, whether you are
responsible for the distribution channel of your company or are part of that channel.
Sample Contents
PART ONE Introduction; How to get the best out of this book; The business of getting
products and services to market
PART TWO Distributors and wholesalers; The role of the distributor; How the distributor
business model works; Margins and profitability; Working capital; Productivity;
Sustainability; Managing growth; How to sell to distributors.
Julian Dent is Chairman of VIA International, a specialist routes to market
consultancy. He has over 25 years experience in distribution throughout the world,
specializing in channel strategy and implementation, working at global corporate and
regional levels. His clients have included Barclays Bank, BP, Esso, IBM, Microsoft, Nokia,
Orange, Subway and Xerox.
New
£34.99
PB
416 pages
June 2011
978 0 7494 6269 7
Sales Promotion
How to Create, Implement and Integrate
Campaigns that Really Work 5th Edition
Roddy Mullin
Sales promotion is one of the most powerful weapons available to sales and
marketing students and professionals, and is used more than any other type of
marketing – because it works. Packed with practical examples as well as new and
updated case studies, the author has utilized graduate feedback in order to make
this fifth edition more relevant to students. He has also included interactive selfstudy
question-and-feedback sections in each chapter, making this a core text for the
ISP diploma, and any other marketing student.
Contents
Starting with the customer; The business and marketing purpose behind sales
promotion; What sales promotion can do; How to use promotions; How to be
creative; How to use suppliers; How to implement a promotion; Self-regulation and
the law; Marketing accountability and research; Off-the-shelf offers; Joint
promotions; Price promotions; Premium promotions; Prize promotions;
Internal sales promotion.
Roddy Mullin (see page 13)
TEXT
£25.00
PB
280 pages
April 2010
978 0 7494 5704 4
23

Sales
£9.99
PB
160 pages
February 2010
978 0 7494 5988 8
Winning New Business
Essential Selling Skills for Non-Sales People
Richard Denny
Winning New Business is for anyone who needs to know the skills of winning new
customers but lacks the training – or the courage – to sell effectively. Richard Denny,
one of the world’s most renowned sales gurus, takes the fear out of selling and
shows you just what to do and how to do it. In true Denny style, Winning New
Business motivates and inspires from the first page to the last, giving you the ability
and confidence to succeed.
Contents
What’s at Stake?; The Quick Wins; Walk a Mile in My Shoes; Seize the Day; The King’s
New Clothes; Hook Your Fish; The First Meeting; Go for a ‘No’; Present to Win;
Priceitis is for Nerds; The Big Opportunity; The Right Balance; How to Fail Fast.
Richard Denny is a highly successful businessman who has been sharing his
ideas on success and achievement around the world for over 20 years. A highly
sought-after motivational speaker, he has become a legend on the international
speaking circuit and helped thousands of people to succeed. Richard is the author of
the international bestseller, Selling to Win, as well as Motivate to Win,
Communicate to Win, Successful Selling Skills and Succeed for Yourself, all
published by Kogan Page. His books have sold over two million copies worldwide.
£9.99
PB
224 pages
2009
978 0 7494 5644 3
Succeed for yourself
Unlock your Potential for Success and
Happiness 3rd Edition
Richard Denny
"Each page is packed with easy to read common-sense advice on how to turn
dreams and goals into success." – Roger Black
In Succeed for Yourself, Richard Denny shows how you can transform your
individual dream of success into reality. Crammed with common-sense advice and
inspiring ideas, Succeed for Yourself will take you on a journey of self-discovery that
will help you seize your self-belief, set goals and achieve them, overcome setbacks
and rejection, become highly motivated and find happiness at home and at work.
Richard Denny believes that everybody has the potential within them for achieving
success, wealth and happiness. The power of his message resonates with people
from all walks of life, and Succeed for Yourself gives you the opportunity to put his
ideas into practice.
Contents
The Route to Success; Your Greatest Asset; Believe in Yourself; Becoming Lucky;
Time: Your Greatest Resource; Self-management; Goals: The Purpose of Life; Personal
Planning; Using Visualization; The Success Attitude; Overcoming Setbacks; Mastering
Rejection; Negativity: The Success Destroyer; Irresistible Enthusiasm; Self-motivation;
Communication; Success at Home; Financial Success.
24

Sales
Motivate to Win
Learn How to Motivate Yourself and Others to
Really Get Results 3rd Edition
Richard Denny
Motivation is essential for business survival as well as a rewarding personal life, so
learning the skills and techniques to improve it is never time wasted. This stimulating
book covers every aspect of this important life-skill including how to become highly
motivated and achieve goals, understanding what motivates others and inspires them,
and avoiding the pitfalls of de-motivation. Richard Denny defies anybody not to attain
greater achievements by following the techniques in this book.
Contents
The Manager is Dead – Long Live the Leader; The Laws of Motivation; Recognize the
Demotivators; Assertiveness; Motivating Yourself by Building Your Own Confidence;
How to Motivate Yourself by Setting Goals; Motivating the Person; Motivating the
Team; Motivational Leadership; Incentive Motivation; Incentive Contests; Motivational
Communication; Motivational Criticism; Success Through People; Motivation at Home.
Richard Denny (see facing page)
£9.99
PB
184 pages
2009
978 0 7494 5646 7
Communicate to Win
Learn the Secrets of Successful Communication
and Presentation 2nd Edition
Richard Denny
"This book is a clever and simple recipe to gain communication skills in order to
be successful." – Journal of the Institute of Management Services
Communicate to Win is full of sound, practical advice on every aspect of business
and personal communication, such as how to: help people to like you, understand
what motivates people, use the telephone effectively, excel at one-to-one
conversation, develop your emotional intelligence, master a good writing style and
give a great public presentation.
Whatever your professional or personal goals in life, Communicate to Win will help
you to get your message across or make a first-rate presentation – and the better
you can communicate, the more you will achieve.
Contents
The Importance of Communication; Interpersonal Communication; Helping People to
Like You; Dealing with People; Giving and Taking Instruction Effectively; Body
Language; Written Communication: The most dangerous form of communication;
Telephone Communication; Meetings; Presentation Skills; Nervous Tension;
Preparation; Content; Your Audience; Visual Aids; Your Appearance and Attitude;
Delivery; Develop Good Habits; Ditch the Bad Habits; Questions.
Richard Denny (see facing page)
£9.99
PB
160 pages
2009
978 0 7494 5645 0
25

Sales
£9.99
PB
224 pages
2009
978 0 7494 5643 6
Selling to Win
3rd Edition
Richard Denny
“The best book ever written on selling.”
Tony Dobbins, Area Manager, Century Insurance
Richard Denny is the ‘godfather of salesmanship’ and Selling to Win has established
itself as both an international bestseller and a classic sales text. Selling to Win is full
of unbeatable sales tips and essential practical advice such as how to: get a sale
when you are not the cheapest, turn your customer into an ambassador, build a
positive attitude that gets results, beat the competition and close a sale. Widely
recognised as one of the most effective and powerful sales-improvement guides ever
written.
Contents
Selling in Perspective; Planning to Win; The Vital Ingredient; Finding the Time; Finding
the Business; Getting the Appointment; The Rules of Professional Selling; The Sales
Presentation; Closing the Sale; The Principles of Professionalism; Giving Real Service;
Handling Objections; Negotiation; Letter Writing; Body Language; Avoiding the
Negative; Don’t Quit.
Richard Denny (see page 24)
£29.95
PB
232 pages
2009
978 0 7494 5512 5
Creating and Delivering your
Value Proposition
Managing Customer Experience for Profit
Cindy Barnes, Helen Blake and David Pinder
In recent years, developing a value proposition has become a prime consideration for
businesses. This book provides guidance for business leaders – demonstrating why
having a strong value proposition is so important for a company. It shows you how
to build, deliver and harness value propositions to create profitable growth for a
business, by utilizing the experience of clients and customers.
Contents
What do you really think about customers?; What is a value proposition?; The valuefocused
approach; Creating your value proposition; Market; The value experience;
Offerings; Benefits; Alternatives and differentiation; Proof; Value proposition
template and value proposition statement; Message development; Implementation;
Starting and sustaining; Value-focused enterprise.
Cindy Barnes is the founder and CEO of Futurecurve, a leading management
consultancy that helps organizations discover, create and build market-facing value.
Helen Blake is a leading marketer and business developer and has held senior
positions in a number of the world’s largest consulting firms. She is on the Board of
Futurecurve.
David Pinder has worked in sales and marketing roles with Procter & Gamble,
Hertz Corporation and Forte Hotels, and now provides value-creating business
writing support for some of the world’s leading companies.
26

Sales
Aftersales Management
Creating a Successful Aftersales Strategy
to Reduce Costs, Improve Customer Service
and Increase Sales
David Brock
Explores the immense amount of money wasted in the retail industry on badly
managed aftersales processes, and how to prevent this happening. What happens after
the sale has taken place, if problems then occur? How are they handled, and what
processes can be introduced so that they are dealt with more cost effectively, at the
same time improving customer service and increasing sales?
Contents
Aftersales; History and common practices; legal matters; What do customers want?;
What do sales staff want?; What does the rest of the business want?; Problem
resolution timescales; Proposition design; Supplier management and reverse logistics;
Aftersales operations; Financial evaluation; Reporting techniques; Example financial
analyses; Implementation and retaining the benefits; Financial services.
David Brock has been involved in this sector since 1994 in a range of different
roles, and currently works in consultancy within both electrical and furniture related
retail services.
£29.95
HB
224 pages
2009
978 0 7494 5641 2
Customer Care Excellence
How to Create an Effective Customer Focus
6th Edition
Sarah Cook
In clear, practical language, this book takes you through how you can develop and
sustain a customer-service focus within your company. Emphasizing both strategic
and practical aspects of customer care, Customer Care Excellence explains how
gaining customer commitment and motivating employees to deliver an excellent
service at all your company’s touch points can ensure successful results and
satisfied customers.
This fully revised and updated edition includes new material examining the impact of
social networking on customer behaviour and the emotional connection customers
have with the brand, explaining how you can create a memorable customer
experience. Author Sarah Cook takes you through the practical steps necessary to
create a culture of customer focus and, crucially, shows how employee engagement
leads to customer engagement.
Contents
An introduction to customer care; How managers need to drive and support a service
strategy; Listening to customers; Implementing a customer care strategy;
Empowerment and ownership; The internal customer; Training and development for
customer service; Communications; Recognition and reward; Sustaining a customer
focus.
Sarah Cook is a management development consultant who specialises in
customer care. She is currently Managing Director of the Stairway Consultancy. Sarah
previously worked as a marketing manager for Unilever and as Head of Customer
Care for a retail management consultancy.
New
£24.95
PB
288 pages
November 2010
978 0 7494 5705 1
27

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