Brand new Elsevier titles will soon be added to Cyberlibris academic collection. Marketing mavericks like Professor Malcom Mc Donald, Professor Mike Meldrum, Professor Tony Hines, Professor Margaret Bruce and Professor Brian Smith are about to join the fine list of Marketing scholars whose work is available online in Cyberlibris.
MARKETING IN A NUTSHELL, Mike Meldrum and Malcom Mc Donald, 2007
Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies.
Marketing in a nutshell makes the authors’ marketing know-how and expert insights accessible to all.
The book's main benefits are:
- Dip-in
reference format makes a comprehensive powerhouse of marketing
knowledge available to every non-marketing manager at a moment’s notice
- Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques
- Credible and expert marketing insights from leading marketing consultants especially for non-specialists
A sample chapter is here.
MARKETING DUE DILIGENCE: Reconnecting strategy to share price,
Malcom Mc Donald, Keith Ward and Brian Smith, 2007
At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account.
Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.
A sample chapter is here.
FASHION MARKETING: Contemporary Issues, Tony Hines and Margaret Bruce, 2006
In the authors' own words:
"The textile, apparel (clothing)1 and footwear industries are what many consider to be elements of a fashion industry. Textiles in the shape of home furnishings, fabrics, curtains, various upholstery, wall and floor coverings are considered by many to be fashionable items, as indeed are clothing and footwear. However, the term fashion can be used more broadly and cover a much greater range of goods. A glance at any contemporary style magazine would lead one to conclude that fashion could equally apply to food, housing, music, automobiles, perfumery and beauty products. Indeed, modern lifestyles and consumerism rely heavily on and are influenced by these wider fashion trends.
Nevertheless, much of the focus for this book in terms of products and markets will remain with two important industries that underpin fashion markets: textiles and clothing."
A sample chapter is here.
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