Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation

Written by a team of international experts, marshalled by one of the world’s foremost trademark lawyers, Trademark Dilution and Free Riding is the leading comparative work on trademark dilution. This book is a must-have resource for trademark professionals worldwide, and will also stand as a valuable reference point for intellectual property scholars.

Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.

Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including Brandweek, Advertising Age, and the Journal of Brand Management. He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace.

Innovation is the major driving force in organisations today. With the rise of truly global markets and the intensifying competition for customers, employees and other critical resources, the ability to continuously develop successful innovative products, services, processes and strategies is essential. While creativity is the starting point for any kind of innovation, design is the process through which a creative idea or concept is translated into reality. Managing Innovation, Design and Creativity, 2nd Edition brings these three strands together in a discussion built around a collection of up-to-date case studies.

Apples, Insights and Mad Inventors is a collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry’s best-known names – Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this entertaining and enlightening book is essential reading for any communications professional.

Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world's leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice. In the pursuit to define and illustrate 'new' market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. Market Research Best Practice draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business. More than 50 authors have contributed their work to this collection - all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners. To find out more about the ESOMAR Membership, the worldwide code of practice and the range of events and publications, visit www.esomar.org.