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• Foreword Acknowledgements Introduction The John Johnson Collection of Printed Ephemera The Ephemera of Trade Terminology The Exhibition
• 1. Shop Signs
• 2. The Development of Trade Cards and Bill Headings
• 3. Tradesmen's Lists
• 4. The Printing of Trade Cards
• 5. Cries, Itinerants and Services
• 6. Women in Trade
• 7. Premises
• 8. The Great Exhibition
• 9. Tradesmen: Humorous Perceptions, Apprenticeships
• 10. Products
• 11. Juvenilia
• 12. William Newman, Engraver
• 13. Oxford Trade Bibliography Index.
• (source: Nielsen Book Data)

The "John Johnson" collection is one of the world's most important collections of printed ephemera. This exhibition catalogue focuses on just one of the many subject areas of the Collection: trades and shops. Beginning in an age before street numbering, with evocative hanging shop signs and roaming street criers laden with their wares, and ending in the confident days of the Great Exhibition and its aftermath, this exhibition catalogue provides an overview of the development of trade. The catalogue is richly illustrated with contemporary trade cards, bill headings, prints and games, many of which have not been previously reproduced. These miniature works of art depict shops and products, tradesmen and trades and give us fascinating insights into the wealth of imported goods available, and into the roles of apprentices, women and itinerant tradesmen. With fulsome bibliography and index. Published to accompany the exhibition at the Bodleian Library in 2001, this catalogue is fully-illustrated in colour.
(source: Nielsen Book Data)

• THE MARKETING RESEARCH PROCESS. A Decision-Making Perspective on Marketing Research. The Research Process. Research Design and Implementation. DATA COLLECTION. Exploratory and Secondary Research. Descriptive Research. Causal Research. Sampling. DATA ANALYSIS. Fundamentals of Data Analysis. Hypothesis Testing. Introducing a Third Variable. Presenting the Results. SPECIAL TOPICS IN DATA ANALYSIS. Factor Analysis. Multidimensional Scaling and Cluster Analysis. Conjoint Analysis. Regression Analysis and Data Analysis Overview. APPLICATIONS. New Product Research. Forecasting. Advertising Research. Glossary. Tables. Index.
• (source: Nielsen Book Data)

"Marketing Research" is a revised version of one of the standard texts for marketing research. It features new material on topics like the uses of scanner data, geocoding, and ethics in research, along with many new examples and discussion questions throughout, plus ten new cases, two on ethical issues. To give students more insight into just what is and is not possible with market research the text provides complete coverage of the most current and advanced marketing research methodologies, including their limitations and potential for enhancing research results. To demonstrate to students how different kinds of research and information are used in various contexts and to make effective decisions three chapters provide in-depth discussion of applications of research in advertising, marketing analysis, forecasting and new product development. The previous edition of this book was published in 1986.
(source: Nielsen Book Data)

• Ch. 1. A decision-making perspective on marketing intelligence
• Ch. 2. Marketing research in practice
• Ch. 3. The marketing research process
• Ch. 4. Research design and implementation
• Ch. 5. Secondary sources of marketing data
• Ch. 6. Standardized sources of marketing data
• Ch. 7. Marketing research on the Internet
• Ch. 8. Information collection : qualitative and observational methods
• Ch. 9. Information from respondents : issues in data collection
• Ch. 10. Information from respondents : survey methods
• Ch. 11. Attitude measurement
• Ch. 12. Designing the questionnaire
• Ch. 13. Experimentation
• Ch. 14. Sampling fundamentals
• Ch. 15. Sample size and statistical theory
• Ch. 16. Fundamentals of data analysis
• Ch. 17. Hypothesis testing : basic concepts and tests of associations
• Ch. 18. Hypothesis testing : means and proportions
• Ch. 19. Correlation analysis and regression analysis
• Ch. 20. Discriminant and canonical analysis
• Ch. 21. Factor and cluster analysis
• Ch. 22. Multidimensional scaling and conjoint analysis
• Ch. 23. Presenting the results
• Ch. 24. Traditional applications : product, price, distribution and promotion
• Ch. 25. Contemporary applications : competitive advantage, brand equity, customer satisfaction, and total quality management
• Ch. 26. Emerging applications : database marketing, e-commerce, relationship marketing, and customer intelligence.

This text takes a "macro micro macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. The body of the text takes a micro level approach, detailing each step of the marketing research process using a decision oriented perspective. The authors wrap up with a macro level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
(source: Nielsen Book Data)

• Introduction: The New CMO-Why?
• Six Deadly Sins of a Silo Structure
• Marketing Resources Are Misallocated
• Silo-Spanning Brands Lack Clarity and Linkage
• Silo-Spanning Offerings and Programs Are Inhibited
• Marketing Management Competences Are Weakened
• Success Is Not Leveraged Across Silos
• Inadequate Cross-Silo Communication and Cooperation
• Enter the CMO
• Reducing Silo Power: Why Is It Hard?
• From Silos to Synergy
• Creating a Road Map for CMO Success
• 1. Find the Right Role and Scope-The CMO's New Job Description
• Five Potential Hats: Facilitator, Consultant, Service Provider, Strategic Partner, Strategic Captain
• Facilitator
• Consultant
• Service Provider
• Strategic Partner
• Strategic Captain
• Which Roles Are Right for You?
• How Roles Evolve
• The Activity Scope and Authority
• The Product and Country Scope
• 2. Gain Credibility and Buy-in
• Gaining CEO Support-A Key to Success
• Reframe Marketing
• Measure Performance
• Enlist Allies
• Involve the CEO
• Acquiring Customer Knowledge
• Showing Success Visibly
• Getting Easy Wins
• Delivering Real Impact-The Home Run
• Respecting and Engaging the Silo Units
• Upgrading the Marketing Staff
• Skills Needed
• Sourcing People
• Enhancing Silo Marketing Talent
• Training Systems
• Building a Cross-Silo Marketing Team
• 3. Use Teams and Other Routes to Silo Linking
• Cross-Silo Marketing Teams
• Task Force Teams
• Keys to Successful Teams
• Clarity of Mission
• The Right People
• Competent Leadership
• Dealing with Multiple Cultures
• Virtual Teams
• Succeeding with Virtual Teams
• Routes to Linking Silos
• Informal Networks
• Formal Networks
• Liaison Roles
• Integrator Roles
• Centers of Excellence
• Matrix Organizations
• Centralized Marketing
• Which Routes?
• Creating a Cross-Silo Culture
• 4. Develop a Common Planning Process and Information System
• Market/Self-Analysis
• Self-Analysis
• Business Strategy
• Product-Market Investment Strategy-Where to Compete
• The Customer Value Propositions
• Assets and Competencies
• Functional Strategies and Programs
• Brand Strategy
• Brand Vision
• Brand Portfolio Strategy
• Marketing Programs
• Measuring Silo Market Strength
• The Silo-Spanning Information System
• The Communication System
• The Knowledge Hub
• The Payoff
• 5. Adapt the Master Brand to Silo Markets
• Standardizing the Master Brand
• Adapting the Master Brand-Why and When
• Adapting the Master Brand-How
• Create Relevant Silo-Spanning Associations
• Spin the Brand Story for the Silo Market
• Augment with Additional Associations
• Emphasize Different Elements of the Brand Identity
• Use a Branded Differentiator
• Top-Down Versus Bottom-Up Processes
• 6. Prioritize Brands in the Portfolio
• Too Many Brands-The Brand Addition Framework
• Will the Business Support a New Brand Name?
• Would an Existing Brand Inhibit or Even Detract from the Promise?
• Would the New Offering Detract from or Confuse the Message of the Existing Brand?
• Is There a Compelling Reason for a New Brand?
• Too Few Priorities-The Brand Prioritization Framework
• Identify the Relevant Brand Set
• Develop Brand Assessment Criteria
• Evaluate the Brands
• Prioritize the Brands
• Develop the Revised Brand Portfolio Strategy
• Implement the Strategy
• Prioritize Countries
• Too Little Leverage-The Brand Extension Frameworks
• Product Expansion
• Expanding the Global Footprint
• The CMO Role
• 7. Create Winning Marketing in a Silo World
• Creating Great Offerings and Marketing Programs in a Silo World
• The Silo Route
• The CMO Route
• Test and Learn
• The Scope and Authority of the Silo Team
• Silo Managers' Authority Creep
• How Many Communication Partners?
• Allocating Marketing Resources Across Silos
• Communicating the Brand Internally
• Conclusion: The CMO's First Ninety Days
• Assessing the Organization's Capability to Span Silos
• Action Plan-Prioritizing Short- and Long-Term Goals
• Keep Your Eye on the Ball-Focus on Silo Problems.

• INTRODUCTION AND OVERVIEW
• Business Strategy: The Concept and Trends in Its Management
• Strategic Market Management: An Overview
• STRATEGIC ANALYSIS
• External and Customer Analysis
• Competitor Analysis
• Market Analysis
• Environmental Analysis and Strategic Uncertainty
• Internal Analysis
• ALTERNATIVE BUSINESS STRATEGIES
• Obtaining a Sustainable Competitive Advantage
• Differentiation Strategies
• Cost, Focus, and the Preemptive Move
• Strategic Positioning
• Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea
• Diversification
• Strategies in Declining and Hostile Markets
• Global Strategies
• IMPLEMENTATION
• Implementation
• Appendix: Planning Forms
• Index.
• (source: Nielsen Book Data)

Focuses on the need to analyze the external environment and the competitive marketplace to make strategic market selections and competitive positioning decisions. The most complete, systematic approach to external analysis available. Addresses key current strategy issues, and is noted for its extensive use of business examples.
(source: Nielsen Book Data)

• INTRODUCTION AND OVERVIEW. Business Strategy: The Concept and Trends in Its Management. Strategic Market Management: An Overview. STRATEGIC ANALYSIS. External Analysis Overview and Customer Analysis. Competitor Analysis. Market Analysis. Environmental Analysis and Dealing with Strategic Uncertainty. Internal Analysis. ALTERNATIVE BUSINESS STRATEGIES. Obtaining a Sustainable Competitive Advantage. Differentiation Strategies. Obtaining an SCA--Low Cost, Focus, and the Preemptive Move. Growth Strategies: Penetration, Product-Market Expansion, and Vertical Integration. Diversification. Strategies in Declining and Hostile Markets. Global Strategies. IMPLEMENTATION AND THE PLANNING PROCESS. Implementing the Strategy. Formal Planning Systems. Appendix. Index.
• (source: Nielsen Book Data)

The Art of Developing, Evaluating, and Implementing Successful Strategies! Successful market management depends on the manager's ability to think strategically, and to translate that thinking into results-getting plans. This best-selling text has been revised with new concepts and illustrative examples to show how to develop a complete management system. Using case studies illustrating conceptual models, this compact best-seller shows:How to conduct a structured external and internal analysis of a business with confidenceHow to develop sustainable competitive advantages by developing assets, competencies, and synergiesHow to make strategic investment decisions to generate growthHow to organize to support strategiesHow to compete strategically in hostile, growth and global contexts.
(source: Nielsen Book Data)