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The
following books are recommended by marcus evans
professional trainers as further reading material
beyond their respective course documentation.
All titles are available to purchase online
in association with amazon.co.uk
MARKETING AND PR (22 Titles)
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| All About Public Relations |
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Roger Haywood
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| Synopsis |
| Revised and updated, this new edition takes into account changes in the CAM diploma syllabus and also the PR business itself. More substantial reference is made to public affairs and parliamentary, international and financial aspects of the business. In particular, there is increased coverage of the European market, with reference to the EEC and 1992. |
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| Blink |
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Malcolm Gladwell
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| Synopsis |
| Intuition is not some magical and mysterious property that arises unbidden from the depths of our mind. It is a product of long hours and intelligent design, of meaningful work enviroments and particular rules and principles. For too long we have thought of intuition as a kind of black box at the very core of who we are and why we act the way we do. This book shows us how we can hone our instinctive ability to know in an instant, helping us to bring out the best in our thinking and become better decision-makers in our homes, offices and in everyday life. Just as he did with his revolutionary theory of the tipping point, Gladwell reveals how the power of blink' could fundamentally transform our relationships, the way we consume, create and communicate, how we run our businesses and even our societies.You'll never think about thinking in the same way again. |
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| Brand Driven: The Route to Integrated Branding Through Great Leadership |
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F.Joseph LePla, Susan V. Davis, Lynn M. Parker
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| Synopsis |
| F. Joseph LePla and Lynn Parker created the concept of Integrated Branding in the early 1990s and have since witnessed its rapid acceptance by brand consultants and senior management teams in companies around the world. The volume is a follow-up to "Integrated Branding", and, with the help of Susan Davis, offers leaders and managers at all levels - from the mailroom to the boardroom - the necessary tools for integrating the entire organization with the brand. Featuring case studies, the volume reads like a travel guide, taking the reader on a journey with major milestones, directions and reference points to show them how to: focus every employee's actions on delivering brand promise; create the practical tools to achieve integrated branding; ensure long-lasting customer loyalty; create short-term and long-term brand strategies; increase market share; and focus the company's culture, assets, practices and communications to create an integrated brand. |
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| Brand Warriors |
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Fiona Gilmore
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| Synopsis |
| Invaluable insights into the nature of brands and branding by some of the most successful and high profile names in the business. The editor, Fiona Gilmore, is one of the leading brand positioning and corporate identity consultants in Europe. |
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| Branded? |
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Gareth Williams
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| Synopsis |
| What would people think of me if I drove a Mercedes? Am I more "Gucci" than "Nike"? Is this the right time to drink a Coke? Our brand choices say a great deal about us as individuals. This illustrated book takes a light-hearted look at how brands behave, how they gather associations and what they mean to the people that buy them. |
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| CRM in Financial Services: A Practical Guide to Making Customer Relationship Management Work |
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Merlin Stone, Bryan Foss
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| Synopsis |
| CRM has become one of the strongest areas of management focus in financial services companies throughout the world. While it is forecast that this will continue for the next few years, many companies are struggling with their CRM programmes. They have rushed ahead with the purchase of new CRM systems, but have not done the work to ensure that these systems are deployed effectively. "CRM in Financial Services" is devoted exclusively to showing how organizations in this sector can improve their CRM and achieve their desired return on investment. It is based on extensive global consulting and research carried out or commissioned by IBM and its business partners and draws on the authors' extensive experience of working with companies to successfully implement and manage their CRM programmes. Packed with international case studies and examples, the book begins with a detailed analysis of the state of CRM and e-business in the financial services globally, and then goes on to provide comprehensive and practical guidance on: making the most of your customer base; systems and data management; risk and compliance; channels and value chain issues; implementation; strategic implications. |
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| Leveraging the Corporate Brand |
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James R Gregory, Jack G Wiechmann
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| Gregory tackles the age old question; What is the power of a corporate brand and can it be measured? Leading the reader through his research Gregory identifies how to use objective, quantitative methods to measure the value of a company's good name; shows how to use PR and marketing to achieve goals and explains how to identify key audiences. |
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| Marketing and Selling Professional Services: Practical Approaches to Practice Development |
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Patrick Forsyth
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| Professional services are in no way protected from competitiveness. Like any other business they prosper only by attracting sufficient clients, the right kind of work, at the right time and at the right rates. And then by satisfying, retaining and developing clients over the long term. However, marketing and selling skills do not always sit comfortably with fee-earning businesses, many of which would prefer to trade their expertise alone. This fully revised and updated edition of "Marketing and Selling Professional Services" addresses how to approach marketing and selling in such a sector: how to view the necessity for it, create a marketing culture to cope with it and then follow through with professional personal selling. This new edition includes the following: a blueprint for marketing success; marketing planning; planning promotional activity; the promotional mix; promotion by post; making personal selling acceptable; and client development. |
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| Marketing Financial Services |
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Tina Harrison
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| Synopsis |
| Ideal for advanced undergraduate and postgraduate courses in financial services marketing as well as professional courses such as the Chartered Institute of Bankers Marketing module. It is also a supplementary text for modules in services marketing. |
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| Planning and Managing a PR Campaign |
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Anne Gregory
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| The secret to a successful PR campaign, as with most projects, is forward planning and systematic management. This volume, updated to include information on new technology, takes the reader step-by-step through each crucial stage of a PR campaign. With numerous case studies and a ten-point action plan, the book covers all the vital topics, including: the public relations function; starting the planning process; research and analysis; setting objectives; strategy and tactics; timescales and resources; and evaluation and review. |
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| Scoring Points: How Tesco is Winning Customer Loyalty |
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Clive Humby, Terry Hunt, Tim Phillips
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| The story of how Tesco used Clubcard - its loyalty scheme - to reinvent itself and its relationship with its customers, in the words of the people who were there. Between 1995 and 2003, the UK's second largest grocer came not only to dominate superketing in the UK, but created on or Europe's fastest growing financial service companies, launched the world's largest internet grocery business and created a global retail giant selling everything from travel insurance to television. How was this achieved? By getting to know its customers better. The masterminds behind this transformation tell the inside story. It is a behind-the-scenes look at what customer loyalty means, how it works, and how it should change the way companies sell and the way we shop. |
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| Sponsor's Toolkit |
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Kim Skildum-Reid, Anne-Marie Grey
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| The Sponsor’s Toolkit introduces modern sponsorship, which is a far cry from what even many good marketers think it is, provides the rationale, many case studies, and a step-by-step approach to making modern sponsorship work within your company. This is backed up by dozens of tools, in the form of checklists, templates, and pro formas, ensuring that the sponsorship process is as simple, objective, and streamlined as possible. The book covers the basics right up to very advanced techniques and even covers ambush marketing, making it a valuable tool even for experienced sponsorship professionals. |
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| The Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands |
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Alina R. Wheeler
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| From an interactive website to a business card, a brand must be recognizable, differentiated and help build customer loyalty. This indispensable resource presents brand identity fundamentals and a comprehensive dynamic process that help brands succeed. From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity program, the meticulous development process is presented through a highly visible step by step approach in five phases: research and analysis, brand and identity strategy, brand identity design, brand identity applications and managing brand assets. |
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| The Tipping Point: How Little Things Can Make a Big Difference |
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Malcolm Gladwell
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| "The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviours spread just like viruses do." Although anyone familiar with the theory of mimetics will recognise this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject. |
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