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Advertising & promotion

  • The must-read summary of Al Ries and Jack Trout's book "Positioning: The Battle for Your Mind".This complete summary of the ideas from Al Ries and Jack Trout's book "Positioning: The Battle for Your Mind" shows how effective product positioning has an impact on the perceptions of the target market. The authors show how all of the elements of product positioning...
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  • The must-read summary of Al Ries and Jack Trout's book: "Bottom-Up Marketing: Building a Tactic into a Powerful Strategy".This complete summary of the ideas from Al Ries and Jack Trout's book "Bottom-Up Marketing" shows that traditional marketing is generally carried out top-down. That is, the senior manager decides on a strategy the company will follow and the middle managers decide...
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  • The must-read summary of Al Ries and Jack Trout's book: "The 22 Immutable Laws of Marketing".This complete summary of the ideas from Al Ries and Jack Trout's book "The 22 Immuable Laws of Marketing" shows that there is a widely-held assumption that marketing is a field in which anyone can succeed, with enough enthusiasm. This summary shows that marketing has...
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  • The must-read summary of Al Ries and Jack Trout’s book: “Marketing Warfare: How Corporations Are Applying Military Strategies to Business”. This complete summary of the ideas from Al Ries and Jack Trout’s book “Marketing Warfare” shows how important it is for companies to stay ahead of their competitors in today’s overcrowded market. The authors explain how leaders can adopt military...
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  • The must-read summary of Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR".This complete summary of the ideas from Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR" shows that none of the recent business success stories have spent much money on advertising. Instead, companies such as Starbucks...
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  • The must-read summary of Alex Wipperfurth's book: "Brand Hijack: Marketing Without Marketing"This complete summary of the ideas from Alex Wipperfurth's book "Brand Hijack" shows that companies like Starbucks, eBay, Palm and Red Bull have built multi-billion-dollar valuations without using any conventional advertising campaigns. The success of these companies demonstrate the smart approach to building a business and a brand in...
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  • The must-read summary of B. Joseph Pine II and James Gilmore's book: "The Experience Economy: Work is Theatre and Every Business a Stage".This complete summary of B. Joseph Pine II and James Gilmore's book "The Experience Economy" shows that every company is based on what they choose to charge money for. In their book, the authors explain the benefits of...
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  • The must-read summary of Bernd Schmitt's book: "Experiential Marketing: How To Get Customers To Sense, Feel, Think, Act and Relate To Your Company and Brands".This complete summary of the ideas from Bernd Schmitt's book "Experiential Marketing" offers a new way to look at the goal of marketing. In fact, traditional marketing is benefits-oriented – that is, consumers are assumed to...
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  • The must-read summary of Bertrand Cesvet, Tony Babinski and Eric Alper's book: "Conversational Capital: How to Create Stuff People Love to Talk About".This complete summary of the ideas from Bertrand Cesvet, Tony Babinski and Eric Alper's book "Conversational Capital" shows the importance of injecting intensity into ordinary products and services to turn them into experiences that consumers love and will...
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  • The must-read summary of Bill Stinnett's book: "Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding How and Why Your Customers Buy".This complete summary of the ideas from Bill Stinnett's book "Think Like Your Customer" shows that in order to sell more of your products and services, you need to step into your customers' shoes and learn...
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  • Leap

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    The must-read summary of Bob Schmetterer's book: "Leap: A Revolution in Creative Business Strategy".This complete summary of the ideas from Bob Schmetterer's book "Leap" explains the author's compelling revolutionary idea: instead of hiring an ad agency for your product, use the agency at the beginning of the process to develop a big Creative Business Idea (CBI) around which the company's...
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  • The must-read summary of Brian Tracy's book: "Advanced Selling Strategies: The Proven System of Sales Ideas, Methods and Techniques Used by Top Salespeople Everywhere".This complete summary of the ideas from Brian Tracy's book "Advanced Selling Strategies" shows how the best way of improving your sales strategy is to learn from the best. The author highlights the key steps for developing...
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  • P&G 99

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    The must-read summary of Charles Decker's book: "P&G 99: 99 Principles and Practices of Procter & Gamble's Success".This complete summary of the ideas from Charles Decker's book "P&G 99" shows that P&G's success doesn't happen by accident. Every year, the company spends more than $3 billion advertising and promoting its brands – more than any other company on earth. In...
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  • The must-read summary of Claude Hopkins' book: "Scientific Advertising: How to Develop a Superior Advertising Program".This complete summary of the ideas from Claude Hopkins' book "Scientific Advertising" presents the scientific approach to advertising, which involves continually testing and comparing advertising concepts to assess their results. In his book, the author explains that doing this is the best way of ensuring...
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  • The must-read summary of Dave Lakhani's book: "How to Sell When Nobody's Buying (And How to Sell Even More When They Are)".This complete summary of the ideas from "How to Sell When Nobody's Buying" shows that it’s a tough time to sell. To make matters worse, many managers today were trained 20-30 years ago with methods conceived 50 years ago....
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  • The must-read summary of David Aaker and Erich Joachimsthaler's book: "Brand-Leadership: The Evolving Paradigm".This complete summary of the ideas from David Aaker and Erich Joachimsthaler's book "Brand-Leadership" shows that creating and progressively building strong brands is an important commercial activity for most business enterprises. However, the way that strong brands are built is rapidly changing and evolving. A new paradigm...
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