Marketing

Soundview Executive Book Summaries® publishes summaries of the best business books of each year on marketing issues including customer service, online marketing, social media, customer loyalty, branding, viral marketing, marketing strategy, public relations, brand asset management and more. Stay up to date with the latest in marketing trends with these summaries.

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  • Image of Overpromise and Overdeliver

    Overpromise and Overdeliver

    by Rick Barrera
    Item #: 32BS10
    The old cliché in business is that smart companies underpromise and overdeliver. But in a crowded marketplace, underpromising is a one-way ticket to oblivion. In Overpromise and Overdeliver, Rick Barrera shows that today's most successful companies master Touchpoint Branding — the art of making sure that every point of contact between a company and its customers is well executed and fulfills an over-the-top brand promise.
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  • Image of How We Decide

    How We Decide

    by Jonah Lehrer
    Item #: FBR0809
    In this 2009 bestseller, author Jonah Lehrer takes a fresh yet informed perspective on the fascinating subject of how we make up our minds.
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  • Image of Buyology

    Buyology

    by Martin Lindstrom
    Item #: 3112
    How much do we know about what we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking neuromarketing study that peered inside the brains of two thousand volunteers as they encountered various ads, logos, commercials, brands and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy.
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  • Image of Loyalty Myths

    Loyalty Myths

    by Lerzan Aksoy, Henri Wallard, Terry Vavra, Timothy Keiningham
    Item #: 2808
    Thousands of books and even more articles have been written about customer loyalty and everyone agrees that it is vital. But are they right? In Loyalty Myths, renowned authors from one of the world’s premier business research firms reveal the ugly truth about customer loyalty — almost everything you’ve been told about it is wrong! To set things straight, the authors critique 53 of the most common beliefs about customer loyalty and debunk them fully with hard science and even harder data
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  • Image of Don't Think Pink

    Don't Think Pink

    by Andrea Learned, Lisa Johnson
    Item #: 2616
    You can no longer “think pink” by assuming that all women are the same and all they want are pastel colored products with hearts and flowers on them. Generational experiences, lifestyle choices, and demographic characteristics combine to define the filters through which women make buying choices. Lisa Johnson and Andrea Learned are co-founders of ReachWomen, a firm specializing in the behavior of women as consumers. By examining the different ways women think and how companies can engage women w
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  • Image of How Customers Think

    How Customers Think

    by Gerald (Jerry) Zaltman
    Item #: 2515
    Why do 80 percent of new products despite the best efforts of market researchers -- through techniques such as focus groups and market surveys -- to predict what customers want. According to Harvard Business School marketing professor Gerald Zaltman, the reason for the failure of traditional market research methods is that they depend on customers consciously knowing what they want and what they will buy. However, customer behavior toward products and brands is often driven by the unconscious, r
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  • Image of Customer Winback

    Customer Winback

    by Michael W. Lowenstein, Jill Griffin
    Item #: 2402
    Don’t be fooled, warn the authors: No customer is truly safe from defection. Here’s a hands-on guide on winning back the customers you lost — and making your company defection-proof.
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