Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition104 reviews Luke Sullivan Wiley, 2003 THE KETCHUP ON ALL THE FRIES + Sqeezed. And happy. + Its a keeper! + A must read for creatives and account people alike             How Customers Think: Essential Insights into the Mind of the Market45 reviews Gerald Zaltman Harvard Business School Press, 2003 Marketing and Psychology cross This book is a great cross between a psychology book and a marketing book. I was interested in this book because it talks a lot about understanding how and why customers buy. Clearly no business is successful without customers. One challenge my company, SYNNEX, has is addressing needs of many ...             Beyond Disruption: Changing the Rules in the Marketplace5 reviews Jean-Marie Dru Wiley, 2002 Beyond Disruption really goes beyond Dru's first book + Great insight into TBWA/Chiat/Day's strategy + Challenging Convention To Locate & Exploit Its Failings + Superb for reminding us all to hold onto our own creativity! + Simply Stated: A Great Book!             Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company's Most Important ...9 reviews Noel Capon Free Press, 2001 This book covers the key account management from all points of view + Thorough, useful, but very dry + Meticulous manual on key account management + cost of book             Focus Groups: A Practical Guide for Applied Research, Third Edition6 reviews Richard A. Krueger, Mary Anne Casey Sage Publications, Inc, 2000 A superb research guide! + Review from a Focus Group Moderator + Helpful guide to focus groups + Focus groups + User friendly - not research friendly             Priceless: Turning Ordinary Products into Extraordinary Experiences17 reviews Diana Lasalle, Terry A. Britton Harvard Business School Press, 2002 Priceless Professional Services + my comment One might think that the themes of "Priceless" are only for companies that sell consumer products. I have found that the principles apply to Wealth Advisors, CPAs, Law Firms, Insurance Firms and Banking. If professional service firms study and address the client value models and apply the ...             Positioning: The Battle for Your Mind74 reviews Al Ries, Jack Trout McGraw-Hill, 2000 A must-read + Great book + A real American example of Positioning point by point + Got inspired!             Leap! A Revolution in Creative Business Strategy18 reviews Bob Schmetterer Wiley, 2003 Highly Recommended! + There's No Time Like the Future Every executive pays lip service to creativity, but truly unusual ideas are tough to find among the button-down set. When it comes to encouraging and developing groundbreaking ideas, most organizations are at a loss. Enter advertising exec Bob Schmetterer and his focus on creative business ideas. ...             Emotional Branding: The New Paradigm for Connecting Brands to People37 reviews Marc Gobé, Sergio Zyman Allworth Press, 2001 excellent book + Great resource for personal branding + People Branding : Thats new !! Emotional Branding is a must, it is complete, well written and full of inspiring examples The decalogue alone is worth the purchase 1) from consumers to people 2) from product to experience 3) from honesty to trust 4) from quality to preference 5) from notoriety to aspiration 6) from ...             Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)23 reviews Adam Morgan Wiley, 1999 Demolish the 3-piece suits that stand in your way + Break your own balls + fantastic read + one of the best marketing books available + Insightful!             Brand New Brand Thinking: Brought to Life by 11 Experts Who Do Kogan Page, 2003 The way the advertising industry operates has changed vastly in the last 15 years. Innovative and groundbreaking ways of thinking about branding are constantly developing, and due to the sheer volume of material published on the subject, it is almost impossible to keep up with all the latest important ideas available online, in journals, in books and at conferences.             Cutting Edge Advertising II3 reviews Jim Aitchison Prentice Hall, 2003 Pathfinder + An Excellent Book I'm afraid that this book might empower other readers as much as it has empowered me - thus making the industry all the more competitive. CEA II opened creative channels in brain which I did not know existed. At the risk of being dramatic, this masterpiece made me realize my true path in the world ...             Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers10 reviews Bernd Schmitt Wiley, 2003 Schmitt is a guru writing effective contents with a easy and humor style + Was great but not extraordinary!!! Bernd Schmitt invented the Experiential Marketing and inspite of being a point of reference in the new marketing world, he shuns academicism and his books are always effective, clever and pleasant to read thank to his humor and easy style. A must read book for anyone who realizes that customer ...             Advertising and Integrated Brand Promotion1 review Thomas O'Guinn, Chris Allen, ... South-Western College Pub, 2002 Great Book I have this as a reference book and I just love it. It's great to have in your personal design library.             Truth, Lies and Advertising : The Art of Account Planning28 reviews Jon Steel Wiley, 1998 Loved the book, great for ad students! + Written by a account planning director + Excellent book, concise and insightful. + The best planning book I've read to date + Perfect             Chiat/Day1 review Rizzoli Rizzoli, 1989 ASTONISHING SUMMATION OF CHIAT/DAY'S GOLDEN ERA Worth the price alone for the insight into the Apple Computer "1984" campaign. Chiat/Day left an indelible mark on advertising before they sold out to TBWA. This book should serve as a solem monolithic sentinel to (i) those hot shops which might consider giving up their autonomy for an infusion ...             Beyond Disruption: Changing the Rules in the Marketplace5 reviews Jean-Marie Dru Wiley, 2002 Beyond Disruption really goes beyond Dru's first book + Great insight into TBWA/Chiat/Day's strategy + Challenging Convention To Locate & Exploit Its Failings + Superb for reminding us all to hold onto our own creativity! + Simply Stated: A Great Book!             Truth, Lies and Advertising : The Art of Account Planning28 reviews Jon Steel Wiley, 1998 Loved the book, great for ad students! + Written by a account planning director + Excellent book, concise and insightful. + The best planning book I've read to date + Perfect             Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company's Most Important ...9 reviews Noel Capon Free Press, 2001 This book covers the key account management from all points of view + Thorough, useful, but very dry + Meticulous manual on key account management + cost of book             How Customers Think: Essential Insights into the Mind of the Market45 reviews Gerald Zaltman Harvard Business School Press, 2003 Marketing and Psychology cross This book is a great cross between a psychology book and a marketing book. I was interested in this book because it talks a lot about understanding how and why customers buy. Clearly no business is successful without customers. One challenge my company, SYNNEX, has is addressing needs of many ...