Brand Management 101: 101 Lessons from Real-World Marketing

( 4 )

Overview

BRAND MANAGEMENT 101
101 Lessons from Real-World Marketing

Discarding elaborate theories, models and jargon for common sense and street-smart advice, Brand Management 101 offers a refreshing new look into the world of Marketing based on lessons learnt in the real world. Whether you're a Marketer, a student ...

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Overview

BRAND MANAGEMENT 101
101 Lessons from Real-World Marketing

Discarding elaborate theories, models and jargon for common sense and street-smart advice, Brand Management 101 offers a refreshing new look into the world of Marketing based on lessons learnt in the real world. Whether you're a Marketer, a student or someone with an interest in the subject, you won't think of Marketing quite the same way again after reading Brand Management 101!

101 Lessons from real world Marketing-

  • What developing great TV advertising and dating have in common.
  • Why shopping is like speed dating.
  • What dealing with a burglar in your home can teach you about defending against competition.
  • What Greek mythology can teach you about pricing decisions.
  • The Ps of Marketing no textbook teaches you about.

 And much more…

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Product Details

  • ISBN-13: 9780470822296
  • Publisher: Wiley
  • Publication date: 5/11/2007
  • Edition number: 1
  • Pages: 200
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

Mainak Dhar is a graduate of the Indian Institute of Management, Ahmedabad. His career in marketing with a leading multinational has spanned more than 10 years and has taken him from Mumbai to Bangkok and now Singapore.

Over the course of his career, Mainak has worked on campaigns that have won a Bronze Lion at Cannes and EFFIES at the Asian Brand Marketing Effectiveness Awards.

Full time executive by day and writer by night, Mainak has previously written two novels and a book of poetry. You can contact him at mainakdhar@yahoo.com.sg.

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Table of Contents

ACKNOWLEDGMENTS.

INTRODUCTION.

POSITIONING.

1. Building a better mousetrap.

Creating new ideas and concepts.

2. Breaching the defenses.

Sourcing market share from an existing player.

3. Enemy at the gates.

Defending against competitive attack.

4. There are no limits to growth.

Growing a high market share brand.

5. Empire-building.

The mega-branding challenge.

6. Miracles do happen.

Turning around a declining brand.

7. A brand new you.

Reinventing and relaunching an existing brand.

8. When two’s a crowd.

Managing a portfolio of brands.

PROMOTION.

9. What starts well ends well.

The importance of a good brief.

10. What if you were dating your viewer?

How to develop great TV advertising.

11. Testing, testing, 1, 2, 3.

Using advertising testing smartly.

12. Radio gaga.

Developing radio advertising.

13. Sex appeal sells, but what?

Using celebrity advertising smartly.

14. Getting down and dirty.

The risky business of competitive advertising.

15. Surround and conquer.

Using multiple media to win with the consumer.

PRICING.

16. The price is right.

The art of setting pricing.

17. You’re going down!

The tricky business of pricing down.

18. But they started it!

The even trickier business of dealing with.

price competitors.

19. There’s no such thing as a free lunch.

Pricing up.

PRODUCT.

20. But I flunked science!

A marketer’s role in product design.

21. Cooking 101.

Making a product launch a reality.

22. Another “P” of marketing.

Pace—setting the right rhythm of “news”.

23. Perception is reality.

The power of marketing vs. product innovation.

24. Yet another “P” of marketing.

Planning.

PLACE.

25. Shopping is like speed dating.

The critical role of packaging.

26. Size does matter.

The role that big cusomers play today.

27. The fi nal frontier.

Winning in small stores and developing markets.

28. A slightly different ball game.

The challenges of marketing to the shopper.

PEOPLE.

29. Does familiarity breed contempt?

The double edge of continuity.

30. It takes two to tango.

Forming winning agency partnerships.

31. View from the top.

Managing management.

32. No, they are not really all out to get you.

Working with other departments.

33. Snafu.

What to do when things go terribly wrong.

34. Healer, heal thyself!

Some parting thoughts for the marketer.

THE 101 LESSONS SUMMARIZED.

TAKE THE BRAND MANAGEMENT 101 QUIZ!

INDEX.

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Customer Reviews

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  • Anonymous

    Posted July 7, 2007

    Straight from a warrior!

    Have you ever read war stories written by armchair warriors who've never left their living rooms and then been blown away by the account of someone who was actually there in combat? Brand Managemnent 101 does exactly that for marketing books. After reading book after book by academics and professors who are heavy on theory but low on practical advice, comes a book from someone who is a real marketing warrior- with little new theory to offer- but a lot of real world insights, wisdom and advice gained from a career in `the trenches of brand management'. Would highly recommend this book and wish for more professionals to start writing- following the trail blazed by this author.

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  • Anonymous

    Posted July 9, 2007

    A reviewer

    Very well written, almost reads like a novel. That's the best thing I can say for any business book given how dry many of them are. Written by someone who's clearly a pro at marketing, Brand Management 101 gives great tips on how to succeed as a `real world' marketer. My only word of caution is to be clear on what you're seeking- if you're a green student with no basics on marketing theory, don't expect a lot of theory here- this takes you straight into application. But if you're looking to see how things actually get done, this is a goldmine- no matter whether you're a student, or a professional. As an entrepreneur, I also found many tips I can use today for my business.

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  • Anonymous

    Posted July 6, 2007

    Brilliant!

    If you have anything to do with marketing read this book! It is the most original take on marketing I've read in some time...well written, full of insights and street smart advice.

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  • Anonymous

    Posted April 27, 2007

    A totally refreshing book on marketing

    Bought this in Thailand- and thought of sharing some thoughts on this book. First, be prepared for a marketing book unlike any you've read before. Second, it is a really snappy read- almost like reading a good novel. There's no theory, no graphs, just a lot of great advice you can use everyday. Would recommend this for anyone who wants the real deal on marketing.

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