Selasa, 11 September 2012

Get Free Ebook Building Strong Brands, by David A. Aaker

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Building Strong Brands, by David A. Aaker

Building Strong Brands, by David A. Aaker


Building Strong Brands, by David A. Aaker


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Building Strong Brands, by David A. Aaker

From Publishers Weekly

Aaker (marketing, Univ. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system. With extensive case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted. Kingsford, known for its charcoal, tried to move into a line of foods but failed, unable to shake its charcoal image. Healthy Choice created the perception that healthy foods can taste good. Saturn developed from a new company in an old industry and had to "sell the company, not the car." Aaker's well-written book is for specialists in the field of marketing. Recommended for large business collections.Joel Jones, Kansas Cty. P.L., Mo.Copyright 1995 Reed Business Information, Inc.

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From Booklist

Although the author's credentials (he's a University of California at Berkeley business professor) might seem to exclude average readers, that is, those outside the marketing profession, there's a great deal of interesting general information packed into these pages. Far from being an ethereal dissertation on brands, brand equity, and brand identity, Aaker's book presents case examples to which anyone can relate. It is edifying to peruse the sections on past brand strategies and on the making of the Saturn automobile brand, among other topics. Barbara Jacobs

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Product details

Hardcover: 400 pages

Publisher: Free Press (December 12, 1995)

Language: English

ISBN-10: 002900151X

ISBN-13: 978-0029001516

Product Dimensions:

6.1 x 1.4 x 9.2 inches

Shipping Weight: 1.3 pounds (View shipping rates and policies)

Average Customer Review:

4.3 out of 5 stars

23 customer reviews

Amazon Best Sellers Rank:

#168,477 in Books (See Top 100 in Books)

Professor David Aaker is a contemporary pioneer in brand management, and this book is a touchstone. The text can be professorial and theoretical, but it provides useful food for thought.In general, I find his analysis the most interesting. He divides brand assets into: 1) Name Awareness; 2) Loyalty; 3) Perceived Quality; 4) Brand Associations. He further divides brands into corporate brands, endorser brands, ingredient brands, brand extensions, and sub-brands. His Brand Identity Planning model is another useful division of brand concepts.As a marketing practitioner, the most useful model in the book is this Brand Personality Scale which categorizes five brand personalities: 1) Sincerity; 2) Excitement; 3) Competence; 4) Sophistication; 5) Ruggedness. I heard that this model is the result of a well structured and comprehensive study, and that 95% of all brand personalities fit into this taxonomy. It makes intuitive sense, and I use this model frequently.The book does not focus on customer experience, innovation, social media, or bottom-up marketing. (Although Aakers' firm, Prophet, does.) Building Strong Brands assumes a traditional top-down, message driven, big corporate approach to branding. This question is: Are brands the result of something corporations does to customers, or are brands the result of something customers do to corporations?For more recent ideas on brand building, I suggest Clued In, Primal Branding, and Blue Ocean Strategy.Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition IrrelevantPrimalbranding: Create Zealots for Your Brand, Your Company, and Your FutureClued In: How to Keep Customers Coming Back Again and Again

I looked everywhere for solid branding books that frame it beyond the aesthetics, this was the best one by far

Brands = relationships which means they're multifaceted, complex, and dynamic. Aaker offers 10 guidelines for building stronger brands and uses his brand identity model (and specific examples!) to help you get there. I read Aaker's book for a brand strategy course Scott Galloway (NY Times board member and founder of Red Envelope) teaches to NYU MBA students and I believe it's a must-read for every marketer and entrepreneur.

This is the greatest book if you love branding. Leave it on your mantle for parties and get togethers ha.

Great

Basic literature for brand builders, marketing professionals and anyone building or administrating a company. From startups to stabilised companies, the knowledge presented in this book by one of the fathers of branding is well presented and organised.

It's a great book, that explain the essencials of branding in an easy and intersting way. I recommend this book for those who are introducing to the world of branding.

Had some very helpful ideas.

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Rabu, 05 September 2012

Download The Story of Sex: From Apes to Robots

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The Story of Sex: From Apes to Robots

About the Author

Will McMorran (Translator) Will McMorran is a Senior Lecturer in French and Comparative Literature at Queen Mary, University of London.Philippe Brenot is a psychiatrist and the Director of Sexology at Paris Descartes University.Laetitia Coryn is a graphic artist and illustrator.Will McMorran is a Senior Lecturer in French and Comparative Literature at Queen Mary, University of London.

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Product details

Hardcover: 208 pages

Publisher: Particular Books (September 26, 2017)

Language: English

ISBN-10: 9781846149320

ISBN-13: 978-1846149320

ASIN: 1846149320

Product Dimensions:

8.4 x 1 x 11.6 inches

Shipping Weight: 2.7 pounds (View shipping rates and policies)

Average Customer Review:

4.2 out of 5 stars

7 customer reviews

Amazon Best Sellers Rank:

#1,197,139 in Books (See Top 100 in Books)

The book has the right pedigree to intrigue me and give me that final nudge to part with my book dollars. Philippe Brenot, French psychiatrist, anthropologist, and Director of Sexology at Paris Descartes University penned the words (translated into English by Will Mcmorran); Laetitia Coryn, an artist with at least one graphic book to her name, did the illustrations. Yes, this story of sex is a book done in comic strips by professionals who excel at what they do. And, the book, only available in print, is actually rather cheap as far as hardcover books go, particularly a fully illustrated one.Though touted as a graphic novel, strictly speaking, the book is not a novel. Although it has mythical stories from antiquity, Dr. Brenot keeps as closely to facts as he possibly can. But he can only do so much since there are inevitable limits to what we can know before people began making records of events. We can only speculate about what sex was like in the prehistoric period, for instance. Or, like the book, turn to Babylonian, Egyptian, Greek, and Roman mythologies.Story of Sex is many things. Pornography is not one of them, although someone prudish who looks at the cover might think so.History, art, science, mythology, humor, religion — you’ll find all those in the book. It’s erotic, yes. How can it not be? But it’s also chock-full of information; or, when that’s not possible, theorizing based on knowledge.Having a graduate degree in psychology, I thought I knew a lot about sex. It’s a topic dealt with in several courses I took. I also worked in mental health programs where many problems you see relate to sex (repression, incest, obsessions, sex offenses). But this book’s sweeping, eclectic perspective taught me much more or, at least, gave me a better understanding — of the origins of sex; and how practices, beliefs, and attitudes about sex developed across the ages, starting with man’s simian ancestors, all the way to the author’s chilling but funny visions for the future.Many unexpected bits of information pepper the book. For instance, you might think apes don’t have our intelligence and morals so they mate with any other available and ready apes, including their sisters and daughters. That, at their level, only hormones matter (Hormones determine when a female animal is in heat and ready for penetration). In fact, apes don’t commit incest, a big problem in the US, often taking the form of child sexual abuse.Some information in the book made me understand some things better, such as the repressive effects of religion on sexual mores and practices. It seems we can blame Saint Augustine for many of our hang-ups.Depending on where you are on the subject of sex, you’ll find this book more or less enlightening. Either way, I think it’s rather entertaining. Presenting the topic in a comic book form is a truly inspired move.As far as I can tell googling the topic, this is the only comprehensive book on the history of sex; and it most certainly is the only one that presents that story as a graphic novel. It’s that rare combination of both serious and fun, all wrapped up in tongue-in-cheek dialogue and graphic art. And since it’s all about that eternally fascinating subject, it does occasionally titillate.

Hilarious illustrations and a playful approach to 'explaining sex'. Nothing revolutionary. I will say The Cartoon Guide to Sex has a more...educational approach but this work does poke fun at social mores that muddle up just what sex is.

A witty, insightful look at how the morality, philosophy, and technology of human sexuality has evolved over time. But don't be fooled by the cartoon format - this book is NOT for kids (unless you've had "the talk" with them).

Not quite as interesting/ exciting as I'd expected from reviews but better than just OK. Historically focused on France, as expected.

You find yourself spinning through it and then give up.

Very interesting and entertaining.

I absolutely love this book! I'm treating this in my (child-free) house as a coffee table book, although I read it in about two sittings. I'm somewhat of a history nerd, and this book gave me info I never knew in a light-hearted way without being too sordid. Highly recommend.

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Sabtu, 01 September 2012

PDF Download Drug Discovery and Evaluation: Pharmacological AssaysFrom Springer

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Drug Discovery and Evaluation: Pharmacological AssaysFrom Springer

The 4th edition of this successful reference book contains an updated selection of the most frequently used assays for reliably detecting the pharmacological effects of potential drugs. Effects covered include cardiovascular, analgesic, endocrine, psychotropic, respiratory, renal and immunomodulatory activities. Each of the more than 1,000 assays comprises a detailed protocol outlining the purpose and rationale of the method, a critical assessment of the results and their pharmacological and clinical relevance. In addition, animal models of rare diseases are described. For this 4th edition, all existing chapters have been revised and completely updated. A large number of assays were added. Sections that have been specifically enlarged include - Pharmacological assays in thrombosis and haemostasis, - Antidiabetic activity (includes completely new chapters such as Biochemical Methods in Diabetology), - Anti-atherosclerotic activity. New chapters are added such as Auditory Pharmacology, Oncology Activity, Stem Cells, Omics, Personalized Medicine, etc.

  • Sales Rank: #17254782 in Books
  • Published on: 2015-11-10
  • Original language: English
  • Number of items: 4
  • Dimensions: 15.30" h x 15.50" w x 7.00" l, 25.52 pounds
  • Binding: Hardcover
  • 4314 pages

About the Author
Since retiring from Aventis in 2002, Dr. Franz Jakob Hock has leveraged his experience as a freelance consultant specializing in Safety Pharmacology. Dr. Hock was a research scientist at Hoechst, Hoechst Marion Roussel and Aventis from 1976 – 2002. He lectured for several years at the University of Kassel und the Technical University of Darmstadt. Currently he is a member of the Task Force General/Safety Pharmacology German/Swiss Pharmaceutical Companies and a member of the Program Committee of the Safety Pharmacology Society.

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