P R O F E S S I O N A L B U S I N E S S

MARKETING, BRANDING AND ADVERTISINGExploring innovative concepts with international scope, our marketing, branding, and advertising books are essential reading for professionals in the field. Covering issues from consumer behavior to brand building and digital marketing, readers will learn to inspire, pioneer, and adapt.

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Brand Media Strategy (2nd edition)Antony Young9781137279569 I August I $30.00 I HC I Trade DiscountThis fully updated edition of Brand Media Strategy explains how innovative marketers are growing their brands using advertising, digital media, and the employment of nonpaid and nontraditional media vehicles. Includes updated case studies, data, and statistics, and outlines how to build this new data into your planning.

Why Marketing to Women Doesn’t WorkJenny Darroch9781137358165 I August I $35.00 I HCThis book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

Real LuxuryMisha Pinkhasov and Rachna Joshi Nair9781137395566 I September I $36.00 I HC Real Luxury examines what a “luxury brand” is from economic, sociological, and psychological standpoints. It spells out the challenges the industry is facing and puts forward a new, practical model aimed at reviving and protecting luxury brands, based on the authors’ hands-on experience in the industry.

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The Mindful MarketerLisa Nirell9781137386298 I September I $28.00 I HCNirell lays the groundwork for any leader who wants to deepen relationships with their peers in the C-suite, drive more demand, harness digital trends, and create more customer evangelists, sharing practical strategies that can be implemented immediately.

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Connecting with CustomersJed Hallam9781137397195 I January 2015 I $45.00 I HCDispelling the myth that brands are at the center of a consumer’s universe, this ground-breaking book combines business strategy with cultural understanding to explore how businesses can connect with consumers.

Measuring Customer ExperiencePhil Klaus9781137397195 I November I $45.00 I HCBased on rigorous scientific tools and global data, this book offers a simple but thorough guide on how to master the challenges of the market, and how to deliver superior performance through effective customer experience management.