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""This book is a lot of fun ... Haig wants to educate as well as to entertain, and at this he succeeds. ... Anyone with a professional interest or involvement in brand management should read this book."" -- Anthony Di Benedetto, Professor of Marketing, Temple University in Journal of Consumer Marketing

• Sales Rank: #122278 in Books
• Published on: 2003-05
• Original language: English
• Number of items: 1
• Dimensions: 9.36" h x 1.11" w x 6.44" l,
• Binding: Hardcover
• 310 pages

Review
""Haig, a marketing consultant, is one of a new breed of writers producing marketing primers for the hyphenated age of e-marketing. This type of work is characterized by breezily written snippets of success or failure as either encouragement or admonition for the practitioner or for a new category of reader: the business voyeur. Thus these works are written in a readable and appealing format, as e-business fables. Examining 'the 100 biggest branding mistakes of all time, ' Haig organizes these 100 ""failures"" into ten types, each with its own moral and admonition. These types include classic failures (e.g., New Coke), idea failures (e.g., R.J. Reynolds' smokeless cigarettes), extension failures (e.g., Harley Davidson perfume), culture failures (e.g., Kelloggs in India), and technology failures (e.g., Pets.com). The idea behind this work is that with knowledge these failures can be avoided, but this reviewer regards it as akin to Monday morning quarterbacking in its validity as an activity. None of this takes away the schadenfreude of this well-written, quick read. Useful more as a cultural artifact than classroom text, this book could serve as supplementary reading for advanced marketing courses and for business voyeurs who like a good read. Summing Up: Recommended. General readers; upper-division undergraduate and graduate students; and practitioners."" -- S. A. Schulman, CUNY Kingsborough Community College

About the Author
Matt Haig is an acclaimed author and journalist. His books include: E-PR: The Essential Guide to Public Relations on the Internet; Mobile Marketing: the Message Revolution; and The E-marketing Handbook (all Kogan Page).

Most helpful customer reviews

0 of 0 people found the following review helpful.
Yeah, "New Coke" Probally Wasn't The Best of Ideas In The World
By Flap Jackson
Non-fictional books are never useless. The only difference in its productiveness is how much information you can glean, whether it be how to do, or not to do. And in this book, there is much to glean, however, there are also parts that miss their marks.

"Branding Failures" is about failures in business, which is always great to study, as to not to repeat history. Each of the 100 cases looks at a business failure (classic, idea, extension, PR, cultural, people, rebranding, tired brands, and E-Failures) its story, and it's reason for failure. Each conclusion is mostly logical, even with a little help. In fact, not a case goes by where the author does not cite, or use another's writers explanation. Chiefly mentioned is the classic market manuel "The 22 Immutable Laws of Marketing," and authors Jack Trout and Al Ries. However, there's a point where these sources are cited so often, you're left wondering, 'why not just buy their book?' However, a book examining all these failures in one place differentiates itself from others, in addition to the great advice is gleaned from it. The author himself even adds some great advice every once in a while.

Also keep in mind that the author is of the UK, so there are a few companies that haven't crossed the pond, or are just local. For example, there's a London nightclub, and a few other British companies. So, there is a bit of a cultural barrier in understanding a few of the companies. It's also written in British grammar, so percent is written "per cent," and words will be spelled a bit differently. But the vocabulary is pretty comprehensible.

While books like "22 Immutable Laws of Marketing" primarily go into the principles of marketing, and only bring specific companies up as examples in aid to their teaching, "Branding Failures" goes in depth into why the case failed. While the book could have been better, it's still very informative, and it's at least worth a trip to the library.

14 of 14 people found the following review helpful.
Failure doesn't always imply mistakes
By Adam Rutkowski
This book is a great collection of brand-related failures, and many of the incidents covered in this book are both entertaining and informative. However, while all of these cases show failure, I don't think that they all show mistakes. By 'mistake', I mean that the company made a foolish decision that they could reasonably be expected to have made differently at the time.

A lot of these failures we can see in hindsight were because of certain decisions, but it many cases, based on the information provided in the book, it doesn't seem that the decision was wrong given the knowledge and information at hand at the time.

In the end, this book is definitely a fun read for the most part, but most of the time the 'lessons learned' presented at the end of each case seem to be contradicted by some other company somewhere that made the same sorts of decisions and succeeded. Because of this, the only real lesson this book can teach is that there are no absolute rules to successful branding, and while there are certain guidelines that can usually be followed, there are always exceptions to the rules, and quite often the biggest successes have been the companies that defied conventional wisdom.

On a different note, I'm not sure how reliable the information in this book is, since two of the examples provided, the Chevy Nova, and Gerber's baby food in Africa, are regularly repeated examples, however they did not fail for the reasons presented in the book (which are the same reasons usually given by people who tell these stories). These may be exceptions, but they do make me question just how much research was put into the cases presented in the book.

21 of 23 people found the following review helpful.
What can be learned from such failures?
By Robert Morris
What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time." With this subtitle, Haig immediately sets himself up for lively disagreement concerning (a) the reasons for why certain brands fail and (b) his selection of the failures themselves. I value this book so highly because Haig (by assertion or implication) challenges his reader to examine her or his own current problems with branding. Frankly, his explanation of brand failure makes sense to me and all of the 100 failed brands he discusses serve seem worthy of examination. He identifies what he calls "the seven deadly sins of branding": amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. One or more is evident in each of the 100 brand failures on which he focuses.
Haig carefully organizes his material within ten chapters. It is easy enough for those who read this brief commentary to check out the Contents so I see no need to provide it. (Thanks Amazon!) He provides a "Lessons from...." section at the conclusion of most extended analyses. All of the usual suspects are discussed: New Coke, the Ford Edsel, Sony Betamax, McDonald's Arch DeLuxe, Campbell Soup (souper combo), Harley Davidson (perfume), Ben Gay (aspirin), Colgate (kitchen entrees). Pond's (toothpaste) in consumer products; as for dot.coms, Pets.com, VoicePod, and Excite@home. He even examines a number of PR fiascoes.
I take at least three lessons from Haig's book. First, even the largest organizations with the greatest resources (including some of the brightest people) can make bad brand decisions and sometimes repeat them with another failed attempt. Although they may be able to absorb or overcome such brand failure, almost all small organizations cannot. Second, that most brand failures result from launching a new product which encounters insufficient demand or marketing a current product for which demand is declining. Hence the importance of market research and especially of asking the customer. Ford did almost no research before introducing the Edsel nor did Coca-Cola before launching New Coke. Both line extensions were disasters. The overwhelming feedback from children surveyed indicated that they did not want Barbie's Ken to wear an earring but Mattel inserted one anyway. The third lesson is that the key to a brand's success (be it a product or service) is it authenticity. (You may prefer the word credibility.) Notice how intensively-hyped films may do well at the box office the first weekend but if they are duds, their sales tumble the following weekend and they are inevitably off the Top Ten list within a month or so, if not sooner. People are willing to try something new if they trust the provider. Lose that trust and there may never be an opportunity to re-earn it.
This is a lively, well-written, thought-provoking book. As I suggested earlier, its greatest value to each reader will be determined by what she or he has learned from Haig, and then, how much of that can be applied expeditiously and (more to the point) effectively.

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Music. Without the love of her life, how can Leila learn to live again?

Professional violinist Leila Feran is accustomed to fame as the youngest and first female concertmaster of the Philharmonic Symphony. Driven to achieve ever-increasing heights, she injures her wrist so badly that she may no longer be able to play. While she recovers, she moves in with her childhood best friend, a pianist and beloved orchestra teacher in a small town.

Carene welcomes Leila with open arms and only one condition: no divas allowed. And if Leila can’t follow the house rules, she might find herself over Carene’s knee…or worse. In between arguments over physical therapy and house rules, Carene’s zero-tolerance policy regarding divas results in some old-fashioned discipline that changes into something more.

Will Leila and Carene's new feelings for each other blossom into something wonderful? Or will Leila lose not just a potential soul mate, but also her friend?

• Sales Rank: #644445 in eBooks
• Published on: 2013-04-22
• Released on: 2013-04-22
• Format: Kindle eBook

Most helpful customer reviews

5 of 5 people found the following review helpful.
Short, perfect, sweet! One spanking story you should read.
By Autumn Fallen Over Book Reviews
I received this book from the author to give an honest review.

I have read other books from this author and I enjoy those books, but this one she has greatly improved on so many levels. The characters are mature and likeable. The storyline goes together perfectly!

Leila was and still is a concertmaster of the Philharmonic Symphony, but she ended up hurting herself and so has now come to live with her close and best friend Carene.

While in Carene's care she has also taken on students that want to play the violin. Leila seems to not want to follow the doctors or Carene orders to help her get better. Which in turn she has to have some form of punishment! But with this punishment she finds she actually likes it and she finds a soft love for Carene. At times Lelia acts like a teenager with her non-listening ways, but it was not annoying like a teenager would be. Carene plays the part of a caring friend with feelings that arise later on, rather than someone forceful and mean which I really liked.

The story comes together perfectly! And you understand everything that was going on.

2 of 2 people found the following review helpful.
Reviewed by Read the Rainbow
By Avid Reader Girl
Rated 4 Stars, Reviewed by Joanna

[...]

Simple gifts is a really cleverly written story, telling the love story of Leila and Carene, two childhood friends whose lives are entwined through a mutual love of music. What makes it such a clever story is that each of the chapter headings are named after prominent pieces of music that set the scene for following events.

Even if you aren’t aware of the interpretations of the music which introduces each chapter, there’s still a lot to enjoy in this book. As well as being a beautiful piece of lesfic, with characters who you can believe in and connect with, the book has the strong undertone of delicious kink which Anastasia writes so well. Kink and BDSM scenes are more than just a string of naughty words and punishment, they’re powerful, erotic and subtle on many levels. There’s the complexity of the relationship between the top and the bottom, with each’s reasons for playing their role to be explored and told, as well as lived by the reader. Set in a world a million miles away from the environment which Leila is used to, she seeds the control and mastery she is used to with her music and orchestra to Carene. Initially for the sake of her recovery following an injury, as the story develops, her reasons for submitting to the discipline Carene administers
becomes more complex, turning into an expression of love for her friend. But will Leila and Carene's feelings for each other blossom, or will Leila lose not just her potential soul mate, but also her friend ?

Often, when you’re faced with looking for a book to read, it can be an easy choice to go with a genre that you’re comfortable with. While there’s nothing wrong with that choice, this book is well worth considering as a choice. Reading simple gifts and enjoying it doesn’t make you a pervert, nor will it convert you to a spanking or BDSM lifestyle. Anastasias writing and passion for her subject is also worth more than calling it a simple guilty pleasure for when you’re feeling a bit “Kinky”. I really enjoyed this book, it appealed to me on many levels, both as a “girly girl” and as someone open to new things and would recommend without hesitation for your collection.

2 of 2 people found the following review helpful.
Great story!
By Stardawn
I enjoyed this story very much. The playfulness between the characters a was light hearted and fun. I liked the teasing between them, the childhood stories, and how it was all woven together. My only complaint is that I didn't want it to end. I would love to see more of these two.

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• Published on: 1905-06-30
• Binding: Hardcover

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• Sales Rank: #778960 in eBooks
• Published on: 2015-08-14
• Released on: 2015-08-14
• Format: Kindle eBook

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0 of 0 people found the following review helpful.
Good read, not as steamy as it sounds!
By Amazon Customer
The Writer needs to add some variations to her story lines. They all are the same. Once you've read one of them, you've read them all. Very little difference between the stories.

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In the final book of the When Hell Meets Heaven Series, Olivia and Amelia reluctantly join forces with Parker and Remington to save their lives and those of the ones they love. The only problem—will three alpha females and an ex-nun be able to work toward a common goal and not kill each other before they complete their mission.
The four women are up against the formidable strength of DOCO along with a corrupt politician, bent on mass destruction. Can they complete their mission knowing that a requiem will be the harbinger of their end should they fail.

• Sales Rank: #777987 in eBooks
• Published on: 2014-03-31
• Released on: 2014-03-31
• Format: Kindle eBook

Most helpful customer reviews

0 of 0 people found the following review helpful.
A fitting end
By Telstar
The Final book in the When Hell Meets Heaven series

Olivia and Amelia are up against Doco (Department of Covert Operations) once again. To win the final battle against them, Olivia and Amelia feel they have no choice but to ask Parker and Remington to join forces with them. It could be the only way they can save all their lives and those of their loved ones. Reluctantly they set about trying to convince their arch-enemies that this is the right thing to do.

But...........the question to be asked is....... `how will three of DOCO's finest operative Alpha's and a nun work together to rid the world of the evil without killing each other in the process?' The strength of DOCO knows no bounds. Thrown into the mix is a corrupt politician, both parties hell bent on causing mass destruction and mayhem.

Will these four women be able to defeat their enemy? If they fail, their deaths are imminent.

I've followed this series from book one, always eagerly awaiting the next part. Sadly, this is the final part of a well written blockbuster series. A series full of twists and turns, adventure, suspense and surprises throughout. The fact that it's hot, steaming hot, in parts didn't hurt either. I rather thought this book was a cross between Charlie's Angels with a touch of Hogwarts magic for good measure.

It's great to see Olivia, Amelia, Parker and Remington back in action. A most unlikely combination of women I've ever come across, but they fit well together.

This final part is a fitting end to a great series. A real edge of the seat page turner from start to finish. To get the full benefit of this book, you would need to read the previous books in the series. The first two books are free over on Affinity. The rest are very cheap, it's a win-win situation.

Although I've read the first books twice, now that the series is complete, I'm going to indulge myself and read the whole lot back to back. Yes, I've enjoyed the series that much. JM Dragon and Erin O'Reilly have produced an excellent series between them. If you are looking for a great series, full of thrills and spills, with an added touch of humor, look no further.

0 of 0 people found the following review helpful.
Final book
By Lavender
I've really enjoyed the entire series of "When Heaven Meets Hell", but I think it could have been put ALL in one book instead of so many. This last book was a dissapointment. It didn't have the same "zing" the rest have. If you have read them all, except this last one, wait until it drops to 99 cents to buy it. You have probably waited this long to read it, so a little longer won't hurt. I will be buying more books by JM Dragon in the future. ( I will really miss the Ladies)

0 of 0 people found the following review helpful.
I really enjoyed how they brought all the characters from the previous ...
By lesfic fan
I really enjoyed how they brought all the characters from the previous books back into the final chapter. Although in the previous books, I had a hard time liking Parker, by the end I liked all the characters. No-one is perfect, and it is good to see each character's flaws. If you haven't read the previous books in the series, you should. I actually went back and re-read all the previous books, so I could enjoy the final chapter.

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[U777.Ebook] Ebook Equity Asset Valuation, by Jerald E. Pinto, Elaine Henry, Thomas R. Robinson, John D. Stowe

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A comprehensive look at the equity valuation process

With the Second Edition of Equity Asset Valuation, the distinguished team of Jerald Pinto, Elaine Henry, Thomas Robinson, and John Stowe, fully update information associated with this important discipline. Blending theory with practice, they detail the contemporary techniques used to determine the intrinsic value of an equity security, and show you how to successfully apply these techniques in both foreign and domestic markets.

Unlike alternative works in this field, the Second Edition of Equity Asset Valuation clearly integrates finance and accounting concepts into the discussion-providing the evenness of subject matter treatment, consistency of notation, and continuity of topic coverage that is so critical to the learning process.

• Addresses essential issues in this arena, including the equity valuation process, discounted dividend valuation, free cash flow valuation, and residual income valuation
• Each author brings his own unique experiences and perspectives to the equity analysis process
• Distills the knowledge, skills, and abilities you need to succeed in today's fast-paced financial environment
• Companion Workbook also available

Valuable for classroom study, self-study, and general reference, this book contains clear, example-driven coverage of many of today's most important valuation issues.

• Sales Rank: #397385 in Books
• Published on: 2010-02-08
• Original language: English
• Number of items: 1
• Dimensions: 10.30" h x 1.18" w x 7.30" l, 2.05 pounds
• Binding: Hardcover
• 464 pages

Amazon.com Review

More to Explore: See More Valuation Resources
 

    Title Investment Valuation Investment Valuation Valuation Equity Asset Valuation Tools and Techniques for Determining the Value of Any Asset Tools and Techniques for Determining the Value of any Asset Measuring and Managing the Value of Companies     Guide Type Professional Text Professional Text   Audience Level Professional Graduate Student Professional Professional and Student   Pages 992 992 811 464   Binding Hardcover Paperback Hardcover Hardcover   List Price $125.00 $95.00 $95.00 $95.00   Author(s) Damodaran Damodaran McKinsey & Company / Koller CFA / Pinto   Publication Date April, 2012 April, 2012 July, 2010 February, 2010   Imprint Wiley Wiley Wiley Wiley   Print Book 111801152X 1118130731 0470424656 0470571438   Kindle Book B007MF15VE B007MF15ZA B003YJF068 B0034DGPO0   Edition 3 3 5 2   Brief Description Comprehensive book by a leading voice in valuation and one of the nation's top business school professors. Comprehensive book by a leading voice in valuation and one of the nation's top business school professors. Best-selling guide to corporate valuation. Comprehensive approach to standard and advanced topics. Offers vital insights on equity valuation; has a separate companion workbook for practicing key concepts.  

From the Inside Flap
As part of the CFA Institute Investment Series, the Second Edition of Equity Asset Valuation has been designed for a wide range of individuals, from graduate-level students focused on finance to practicing investment professionals. This globally relevant guide outlines the essential methods used to evaluate modern equity investments—including those traded outside North America.

In this latest edition, the distinguished team of Jerald Pinto, Elaine Henry, Thomas Robinson, and John Stowe returns to provide you with the most up-to-date information associated with this important discipline. Blending theory with practice, they detail the contemporary techniques used to determine the intrinsic value of an equity security, and show you how to successfully apply these techniques in both foreign and domestic markets.

The Second Edition of Equity Asset Valuation clearly integrates finance and accounting concepts into the discussion—providing the evenness of subject matter treatment, consistency of notation, and continuity of topic coverage that is so critical to the learning process. Valuable for self-study and general reference, this revised guide contains clear, example-driven coverage of many of today's most important valuation issues, including:

• Equity valuation—applications and processes

• Return concepts essential for evaluating an investment

• Discounted dividend valuation

• Free cash flow valuation

• Market-based valuation—including price and enterprise value multiples

• Residual income valuation

• Private company valuation

And to further enhance your understanding of the tools and techniques presented, Equity Asset Valuation Workbook, Second Edition—an essential study guide that contains challenging problems and solutions related to the concepts developed here—is also available.

With the authors bringing their own unique experiences and perspectives to the equity analysis process, this book distills the knowledge, skills, and abilities you need to succeed in today's dynamic financial environment. Filled with in-depth insights and practical advice, the Second Edition of Equity Asset Valuation does not simply examine a collection of valuation models for you to use, it challenges you to determine which models are most appropriate for specific companies and situations.

From the Back Cover
"The second edition of Equity Asset Valuation provides well written, accessible, comprehensive coverage of important concepts in the valuation of firms and the claims against their cash flows. The topical coverage and rigor are well suited for practitioners or university students who want to learn more about equity valuation concepts and applications or who want a reliable reference book in this area. I highly recommend it."
—Robert Parrino, Lamar Savings Centennial Professor of Finance, McCombs School of Business, The University of Texas at Austin

"Superior equity research requires more than insightful business analysis—it requires effective company valuation. This book provides a thorough introduction to asset valuation, offering a survey of tools, practice and application."
—Scott Stewart, PhD, CFA, former Fidelity Fund Manager and Faculty Director of Boston University's Investment Management Program

"Equity Asset Valuation, Second Edition clearly explains the critical concepts and approaches to valuing stocks in a single, easily digestible book. It is sure to be useful to both students approaching the subject with relatively little experience and to more experienced practitioners looking to refresh knowledge and stay up to date. As is now typical of CFA publications, Equity Asset Valuation, Second Edition sets out a body of practical 'how to' knowledge, while at the same time drawing on and absorbing, when appropriate, more recent academic research and views. This is a very useful book."
—Steve Christie, PhD, Associate Professor, Applied Finance Centre, Macquarie University

"Equity Asset Valuation, Second Edition is comprehensive, highly readable, and replete with useful examples. It is a must read for stock market professionals and serious students of investment decision making."
—Stephen E. Wilcox, PhD, CFA, Professor of Finance and Department Chair, Minnesota State University

Most helpful customer reviews

12 of 12 people found the following review helpful.
Excellent book
By Comp Expert
This was one of the better finance books I've come across and a definite keeper for reference. Instead of mindless rambling or chocked full of jargon, the material was concise yet contained enough detail to cover all aspects of equity valuation that one might need to know suitable for the CFA Level II prep. But even for laypeople who have no intention of taking the CFA, this book will be very easily understandable with just a rudimentary background in basic finance theory.

The layout is very logical, basically covering the four important aspects of equity valuation: DDM, Free cash flow models, price multiples, and residual income. Under each of these, the reading builds up to form a bigger picture of what needs to be understood. Examples are very clear and do not rely on specific methods of solving, such as being only relegated to math equations, spreadsheets, or financial calculators. You basically can approach any of the problems in whatever way you want. The emphasis is on understanding rather than route "do it my way" methods. The book appears to have been very well proofread, so you don't find numerical errors that can make you pull your hair out as with other books.

There is also a workbook for this series but at my time of writing, it has yet to be released. When it is out, I would give this book series six stars in strength.

13 of 14 people found the following review helpful.
An important reference book in CFA curriculum
By Wang Di
It is an extremely important reference book because I am preparing for CFA Level II exam. I've found the book an introductory one to illustrate basic concept in investment industry. Any one who wants to enter the investment banks,mutual funds,asset manangement corps. should have this book in hand.

I strongly recommend it to all candidates on the road to getting CFA charter, and other partitioners in investment field may also find it helpful.

24 of 29 people found the following review helpful.
Analysis of Equity Redo
By **********
This book is the same book with a different name. The first edition was called "Analysis of Equity Investment Valuation." After reviewing the table of contents as well as several chapters, I have the following to report: The Table of Contents is the same; and the rest of the book is the same, too. The pages don't exactly match because in the new book the block paragraph style has been chosen.

You do not need this book for the CFA. If you call the Institute, they will tell you not to purchase the source books because the program has been tailored specifically for the candidates. Instead, the Institute mandates that you buy the "program".

If you really want the book, then buy the old version for a fraction of the cost. The content is the same.

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in excellent condition

• Sales Rank: #4875179 in Books
• Published on: 2004
• Binding: Hardcover

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The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering—putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems).

Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.)

We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering.

We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.

What's New In the 2nd Edition

While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however

• Updated the examples and references.
• Added new content on customer lifetime value and customer valuation methods.
• Added several new pricing models.
• Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering.
• Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.

• Sales Rank: #67652 in Books
• Brand: Brand: DecisionPro, Inc.
• Published on: 2012-07-25
• Ingredients: Example Ingredients
• Original language: English
• Number of items: 1
• Dimensions: 10.00" h x .65" w x 7.00" l, 1.11 pounds
• Binding: Paperback
• 286 pages

Features

• Used Book in Good Condition

About the Author

Gary L. Lilien is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State. He is also cofounder and Research Director of the ISBM. He is the author or co-author of twelve books (including Marketing Models with Phil Kotler, Marketing Engineering and Principles of Marketing Engineering), as well as over 100 professional articles. He is on the editorial board of the International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces, and is Area Editor at Marketing Science. He was Editor in chief of Interfaces for six years. He is an Inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and also received the Kimball medal for distinguished contributions to the field of operations research. He is on the Board of Directors of the American Marketing Association.

Arvind Rangaswamy is Senior Associate Dean and Anchel Professor of Marketing at Penn State. Prof. Rangaswamy has published numerous articles in such leading journals as Marketing Science, Journal of Marketing Research, Journal of Marketing, Management Science, Information Systems Research, Service Science, International Journal of Research in Marketing, Marketing Letters, Psychometrika, Multivariate Behavioral Research, and Journal of Economics and Statistics. He was an Area Editor for Marketing Science (1997–2011) and serves on the editorial boards of the Journal of Interactive Marketing; International Journal of Intelligent Systems in Accounting, Finance and Management; Journal of Service Research; Journal of Business-to-Business Marketing; and Journal of Electronic Commerce.

Arnaud De Bruyn is Professor of Marketing and Head of the Marketing Department at ESSEC Business School, Paris, France, and Associate Director for the Marketing Engineering Program at the Institute for the Study of Business Markets at Penn State. His work has been published in Marketing Science, Management Science, International Journal of Research in Marketing, Information Systems Research, etc., and serves on the editorial board of IJRM, Journal of Interactive Marketing and RAM. His work on the quantitative analysis of viral marketing behavior, co-authored with Gary Lilien, has won the IJRM Best Paper Award.

Most helpful customer reviews

8 of 8 people found the following review helpful.
Extremely useful to bring your work to another level
By B. Shamford
I purchased this book as part of an MBA course, but I loved it and feel you could get the same benefit I did by reading this book and using the associated software. As I read, I began to think back about the gut feel decisions I made in a Marketing Manager role in the past and almost cringed. I began to see how much better my decisions would have been if I had applied more quantitative methods. I have this book with me at work now and refer to it when I start to think how we will frame a client problem and what information we might need. I am not prepared to build the marketing models based on this book, but I know enough to ask the people who can and know what I am asking for.

For those thinking of purchasing this for a class or just winging it without the book I would say buy the book. You will use it again and any course will follow the software lessons which are directly explained in the book.

4 of 4 people found the following review helpful.
Marketing is Changing - This Helps You Keep Up!
By Loyd Eskildson
Marketing has traditionally been viewed as an intuitive art; today, it is increasingly viewed as an analytical science that addresses a more realistic level of complexity. Software tools and cases allow users to focus on use of the new tools available. Readers also learn the right data to collect to make better marketing plans and decisions. Materials covered include 'Valuing Customers,' 'Segmentation and Targeting,' 'Positioning Analysis,' and 'The Marketing Mix.' Given the increasing data availability about individual consumers and processing software, marketers need expertise in these new skills.

1 of 1 people found the following review helpful.
Useful
By Eva MacInnis
Got this book for my class. Would definitely recommend if you want to touch up on your marketing analytic skills.

See all 8 customer reviews...

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