Product Management Books - Page 5

Global Marketing Management

Masaaki Kotabe, Kristiaan Helsen

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Subjects -> Business & Investing -> International -> General AAS
Subjects -> Business & Investing -> Marketing & Sales -> Marketing -> Global

Customer Reviews:
Total reviews: 11 Average rating: 5.0 of 5

A modern, analytical textbook on global marketing 5 out of 5 stars.
8 of 8 people found this review helpful.

I teach Global marketing and I think this textbook is the best. It is not full of anecdotal stories about global marketer's failures or successes but very analytical with straightforward methods students can try out. The cases are excellent and support the theorical lectures very good. From my experience with the research literature it is state of the art.

Editorial Review:

The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation.
* Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis.
* Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.

Brand Warfare: 10 Rules for Building the Killer Brand

David F. D'Alessandro, Michele Owens

List Price: $24.95 By: McGraw-Hill Companies Amazon Marketplace: 86 new & used starting at $0.01

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Customer Reviews:
Total reviews: 60 Average rating: 3.5 of 5

Editorial Review:

"Branding" has developed into one of the business world's hottest concepts, and for good reason. Branding is cited as the secret ingredient behind the tremendous corporate gains realized in recent years by companies ranging from FedEx, Rolex, Starbuck, Volvo, and most interestingly, John Hancock. John Hancock is one of the oldest brands in America. But in one crucial aspect, the company was 15 years ahead of its time when David D'Allessandro arrived there in 1984. John Hancock was facing exactly the same threat back then that many competitors worldwide are just now waking up to: the threat of extinction at the hands of new competitors with a better command of technology and a better grip on the expectations of modern customers. In the last ten years, over a quarter of John Hancock's traditional competitors have indeed gone the way of the dinosaur. John Hancock, on the other hand, has maintained average annual growth of nearly 20%. Its revenues have tripled in the last eight years and it has managed to take its credibility in the shrinking insurance market and transfer that credibility to the thriving investment market to become a major player. Throughout John Hancock's transformation from a sleepy old life insurer into a dynamic financial services firm, President D'Alessandro has been the unconventional leader of a once conventional company. He is the first marketer ever to become President of a large life insurer, a maverick and a bomb-thrower who speaks the language of the new world from the corner office of an old-line concern. Thanks to Hancock's stellar performance and D'Alessandro's own unfailing quotability, he has appeared on TV programmes such as "Good Morning America", "The Today Show", "CNN" and the "Bloomberg Fortune" to offer his views on marketing intelligently in the modern world, and has been featured in countless newspaper and magazine stories. In "Brand Warfare: Ten Rules for Building a Killer Brand", D'Alessandro explains why brand must come first, before any other business consideration. And he shows how his "brand first" philosophy helped John Hancock transform itself by inspiring innovations in distribution, advertising, technology and product mix, all to serve the brand. He uses his first hand experiences at John Hancock, as well as the things he has observed at other companies, both as a public relations consultant and as a student of the marketplace, to illustrate the ten rules for building and sustaining a successful brand, and with it, a great company no matter what industry.

Creating Breakthrough Products: Innovation from Product Planning to Program Approval (Financial Times Prentice Hall Books)

Jonathan Cagan, Craig M. Vogel

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Customer Reviews:
Total reviews: 9 Average rating: 4.0 of 5

Still, a great book for product development 4 out of 5 stars.
17 of 17 people found this review helpful.

Although I agree with several of the concerns by other reviewers, I recommend this book for product developers because it offers usable information that can improve the liklihood of success for a new product.

First my concerns:

- There's too many unrelated topics,
- There's too many acronyms,
- It reads like a textbook, it's a little hard to read as it feels disjointed somewhat.

Now the things that I like and recommend:

- Great reviews of successful product case studies (I particularly liked the OXO product one),
- Although trite, their 2x2 matrix was quite interesting,
- Their emphasis on how to put "style" into your product (this is not really covered in many other books),
- Their concept of Product Opportunity Gaps (POG, whoops there's another acronym).

I think the authors, who are quite astute, should rewrite this book. I recommend that they boil down the material and rewrite the book thinking of it as an instruction book from them to some MBA/Engineer (Hewlitt/Packard) who's working out of his garage on some new product. They should not see this as a college text, or some book that's a supplementary reading for college. They have great material and great ideas, but it needs focused. They can completely drop Chapter 6 on Teams. Their Chapter 7 on Understanding User Needs seemed weak. They should drop the case studies in Chapters 8 and 9 and integrate that great material into the core text -- otherwise it's just too repetitive.

There was an excellent article about the authors in Fast Company magazine, July 2002. page 123. "How to Design the Perfect Product". I recommend reading that article as well.

These smart guys from Carnegie Mellon's design school have a unique approach to "Value is all about fulfilling fantasy" and their methodology for getting that into your product.

John Dunbar
Sugar Land, TX

Editorial Review:

Creating Breakthrough Products identifies key factors associated with successful innovation, and presents an insightful and comprehensive approach to building products and services that redefine markets -- or create new ones. Learn to identify Product Opportunity Gaps that can lead to enormous success; control and navigate the "Fuzzy Front End" of the product development process; and leverage contributions from diverse product teams -- while staying relentlessly focused on your customer's values and lifestyles.

Let Them Eat Cake: Marketing Luxury to the Masses - As well as the Classes

Pamela Danziger

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Customer Reviews:
Total reviews: 6 Average rating: 3.5 of 5

Editorial Review:

This book shows marketing professionals how to position their products to take advantage of the $77.7 billion luxury market.
In Let Them Eat Cake: Marketing Luxury to the Masses As Well as the Classes, readers will get the first research-based study of the 15 million truly affluent households that make up the leading edge of the new luxury market. Pamela Danziger notes that the luxury market is changing radically from the conspicuous-consumption consumers of the 1990s. Danziger conducted a two-year research study of luxury consumers with incomes of $75,000 and above and discovered a totally new type of luxury consumer. Called the "butterflies," these most affluent of affluent consumers have emerged from their luxurious cocoons and are turning their focus from the home to the outside world. Designed to give marketing practitioners an insight into what luxury means to the consumer, Let Them Eat Cake covers the natural evolution as today's luxuries become tomorrow's necessities, as products move "from the classes to the masses." Readers will learn:
* How to "get it right for the masses" and how to "get it right for the classes" with profiles of companies that exhibit best practices in luxury marketing.
* Why luxury isn't about material things or how much something costs. It is how the product or service connects with the dreams, desires, and passions of the consumer.
* The different drivers and motivators for luxury consumers. Danziger outlines the purchase behavior and preferences in the nine categories of home luxury products (e.g., furniture, art, antiques), four personal luxuries (e.g., automobiles, fashion), and six experiential luxuries (e.g., luxury travel, spa/beauty treatments). As businesses compete in an increasingly crowded marketplace, Danziger also describes the six key consumer trends in luxury marketing and strategies that marketers can implement to build their luxury brands.

Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

Matt Haig

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Customer Reviews:
Total reviews: 8 Average rating: 3.5 of 5

Not Worth Your Time Or Money. 1 out of 5 stars.
1 of 2 people found this review helpful.

Matt Haig reveals no new insight into branding or marketing. I would rate this book a 4/5 as entertaining toilet reading, but if this book was suppose to teach a marketer something new, then it is simply an insult to you intelligence.

What pissed me off the most was the lack of substance in the case studies and the sheer amount of promotion for his buddies books - most notably Al Ries. Why am I reading the your book when I can just get his and save myself the frustration.

I am trying to remember a single good piece of advice and can't. Unless you're a complete amateur or a total idiot this book isn't for you. I've seen fliers with better information.

Don't Waste Your Time.

Editorial Review:

It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 "failures" into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).

Lovemarks: The Future Beyonds Brands: Saatchi & Saatchi Designers' Edition

Kevin Roberts

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Customer Reviews:
Total reviews: 1 Average rating: 5.0 of 5

If you need to brand yourself or your company, this is it. 5 out of 5 stars.
5 of 5 people found this review helpful.

These pages in art and word take you to the best brands and into the future. Anyone seeking to start a company, brand a company or brand yourself needs to purchase this book. This book has been instrumental in helping me brand myself in my new endeavor. By far this is the best book on finding your own brand. And yet is more it directs you to the Lovemarks of the future.
The value of this book however goes beyond branding. When the music stops, the fun ends, and when I am overwhelmed I pick up this book and the creative spark returns. The combination of art, word and brand in these pages are more than magical. Five Stars and worth the price. I Quote Lovemarks and say you must call the designer edition "Love in the the Bank".

Editorial Review:

Kevin Roberts’ groundbreaking book LOVEMARKS: THE FUTURE BEYOND BRANDS injected a powerful dose of emotion into the world of advertising and marketing. Despite the extraordinary uptake of the concept, Roberts was determined to go one step further after receiving a provocative and irresistible challenge: to turn the book itself into a Lovemark. The end result is LOVEMARKS: THE SAATCHI & SAATCHI DESIGNERS’ EDITION, a sublime rendering of the original book that will both challenge the mind and delight the eyes. Collectively produced by Saatchi & Saatchi designers and art directors from across the globe, the book reflects the diverse, eclectic, and vibrant visions of its creators. LOVEMARKS: THE SAATCHI & SAATCHI DESIGNERS’ EDITION celebrates the central role design plays in creating emotional connections with consumers.

Commercializing Successful Biomedical Technologies: Basic Principles for the Development of Drugs, Diagnostics and Devices

Shreefal S. Mehta

Amazon Price: $64.00 List Price: $80.00 Usually ships in 24 hours By: Cambridge University Press Amazon Marketplace: 20 new & used starting at $59.73

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Editorial Review:

Successful product design and development requires the ability to take a concept and translate the technology into useful, patentable, commercial products. This book guides the reader through the practical aspects of the commercialization process of drug, diagnostic and device biomedical technology including market analysis, product development, intellectual property and regulatory constraints. Key issues are highlighted at each stage in the process, and case studies are used to provide practical examples. The book will provide a sound road map for those involved in the biotechnology industry to effectively plan the commercialization of profitable regulated medical products. It will also be suitable for a capstone design course in engineering and biotechnology, providing the student with the business acumen skills involved in product development.

401 Killer Marketing Tactics to Maximize Profits, Increase Sales and Stomp Your Competition

Tom Feltenstein

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Editorial Review:

Surefire, down-and-dirty guerrilla marketing tactics for businesses of all sizes

Lottery ticket giveaways, discounts for customers who rip competitors' ads out of the yellow pages, paying people to picket your store with signs proclaiming your low prices and great service . . . These are just three of the hundreds of cheap, surefire marketing tactics contained in 401 Killer Marketing Tactics to Increase Sales, Maximize Profits, and Stomp Your Competition. Expert Tom Feltenstein arms you with a veritable encyclopedia of tested-in-the-trenches marketing and promotional solutions.

This fully revised and updated edition of Feltenstein's acclaimed guide features:

• Real-world examples from dozens of Feltenstein clients, including Disney, Ben and Jerry's, Texaco, Coca-Cola, Hyatt, and more
• An encyclopedia format designed for ready reference
• A different idea on each page--and how to make it happen

Strategic Marketing Management, 3rd Edition

Alexander Chernev

Amazon Price: $53.55 List Price: $59.50 Usually ships in 24 hours By: Brightstar Media, Inc. Amazon Marketplace: 20 new & used starting at $52.17

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Customer Reviews:
Total reviews: 1 Average rating: 5.0 of 5

Excellent strategic resource 5 out of 5 stars.
2 of 2 people found this review helpful.

This is the third edition of one of the definitive resources on strategic marketing management. What makes this book so much more than a source for marketing strategy is its innovative framework which helps the reader effectively break down any business situation into manageable parts and facilitate an effective strategic response.

One of my favorite professors at Northwestern, Alexander Chernev knows how to cut through the clutter and present a crisp, clear analysis of business problems - and takes you through the journey while doing so. Trust me - if you appreciate the insights of Keniche Ohmae, you'll love Dr. Chernev.

Although this should be required reading for any manager, MBA student or business consultant, anyone interested in business strategy will find value in this wonderful resource.

Editorial Review:

This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the strategic marketing management theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.

Turn Your Idea or Invention into Millions

Don Kracke

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Customer Reviews:
Total reviews: 4 Average rating: 5.0 of 5

Packed with important, practical applications 5 out of 5 stars.
15 of 16 people found this review helpful.

Any interested in the world of inventions or creative design will find Turn Your Idea Or Invention Into Millions an important guide to thinking like a professional inventor, from obtaining patents, copyrights and trademarks to calculating wholesale and retail prices and avoiding scams. Any inventor will find this packed with important, practical applications.

Excellent Invention Manual 5 out of 5 stars.
9 of 18 people found this review helpful.

This is my father's book. Let's get that on the table. I read his first one and it helped me get three other inventions of mine sold to various companies. I consider myself a successful inventor. I hope you consider yourself a successful inventor, as well. This new book is his best yet. In it, he tells us, step by step, how to license an invention. He uses real life experience in a way that is exact and relevant. He emphasizes the breadth of his experience in easy to follow, sequential instructions. I hope you enjoy it as much as I did.

Sincerely,

David Kracke

P.S. I'm mentioned a few times in the book It seems my Dad likes to recount my successes and failures. Thanks, Dad!

Editorial Review:

This volume reveals the secrets of success for aspiring inventors. Don Kracke, an inventor himself, begins with the first flash of inspiration and guides readers through the adventure of launching a new product. There are inside tips on researching, patenting, manufacturing, funding and promoting an invention. Citing over 60 examples from his experience as a practising inventor, Kracke uses his creative and business acumen to help fledgling inventors take ideas out of their imaginations and into the commercial marketplace.