Marketing Volume 4, Soundview Executive Book SummariesFeatured Marketing Summaries in this Collection:
Mass Affluence by Brian Johnson, Paul Nunes: In Mass Affluence, customer management and marketing strategy experts Paul Nunes and Brian Johnson explain that we are witnessing a pendulum swing in marketing from “one-to-one” customer strategies back to mass marketing. But this is mass marketing with a twist.
Purple Cow by Seth Godin: Marketing guru and best-selling author Godin shows how you need to seek out the exceptional and the remarkable to get your brand or product noticed in today’s cluttered markets.
The Influentials by Ed Keller, Jon Berry: This groundbreaking book by two consultants from the RoperASW marketing firm identifies the real people around whom marketing strategies, such as word of mouth, revolve.
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20-minute audio summary of each title.
Captures all of the key points of the original book.
All titles have been chosen by Soundview Executive Book Summaries as among the best 30 books of the year in which they were published.
Featured Marketing Summaries in this Collection:
Marketing Vol. IV
Mass Affluence by Brian Johnson, Paul Nunes: In Mass Affluence, customer management and marketing strategy experts Paul Nunes and Brian Johnson explain that we are witnessing a pendulum swing in marketing from “one-to-one” customer strategies back to mass marketing. But this is mass marketing with a twist: The targeted customers are not the middle class of the post-World War II era. They are richer yet more cautious consumers — and they won’t respond to the strategies that worked with their middle-class predecessors. Based on extensive consumer research and practical application within many industries, this summary outlines seven new rules of mass marketing aimed directly at what Nunes and Johnson call the “moneyed masses.”
Purple Cow by Seth Godin: Jingles, slogans and pretty ads aren’t good enough. Marketing guru and best-selling author Godin shows how you need to seek out the exceptional and the remarkable to get your brand or product noticed in today’s cluttered markets.
The Influentials by Ed Keller, Jon Berry: This groundbreaking book by two consultants from the RoperASW marketing firm identifies the real people around whom marketing strategies, such as word of mouth, revolve. Who are these real people? They are the most influential Americans — the ones who tell their neighbors what to buy, which politician to support and where to vacation. They aren’t necessarily who you expect. They aren’t the richest 10 percent or the best educated 10 percent. They aren’t the early adopters who are always the first to try everything. They are, however, the 10 percent of Americans most engaged in their communities — where they wield a huge amount of influence. Keller and Berry offer numerous guidelines for reaching these Influentials.
Soundview works closely with the leading business book publishers to offer summaries of the 30 best business books of the year to its more than 100,000 worldwide subscribers. Soundview offers summaries in print, audio and digital formats for delivery by mail and online. They now offer topic-based summary collections designed for the iPhone® and iPod Touch®.
