Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications. Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.

1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.

Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust. In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.

No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Marketing Accountability by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability. Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.

Discover the powerful story of one woman's lifelong dedication to adventure and determination to succeed, as featured in the brand new BBC2 documentary The Last Mountain 'I shed a tear as I read this . . . I'll admit that I did not do so when I originally heard of her death. The difference? This book' INDEPENDENT ______ Alison Hargeaves was one of the finest climbers of her generation. But in 1995, she died during a violent storm on K2. On her death she was vilified by media outrage that a wife and mother would take such extreme risks. This is the story of a woman with an astonishing determination to be the best that she could. A woman driven to succeed just to secure a future for herself and her family. ______ 'A riveting and incredibly moving story' Irish News 'Few realized the extent of her inner turmoil - and her courage. A very moving biography of an extraordinary woman with an extraordinary talent and determination' Daily Telegraph 'A sensitive and intelligent book . . . Rose and Douglas recuse Hargreaves from the crude distortions of those who wanted to vilify or venerate her' Sunday Telegraph