Marketers, creative writers, and individuals for whom copywriting forms part of their job are often required to produce innovative and engaging copy in a short space of time. Creativity is not always to hand, and therefore on some occasions additional help is required to find the right phrase, description or slogan. Gabay's Copywriting Compendium contains... [Read More]

Broadcast/Cable Copywriting is the most widely used book for learning how to write all types of copy for the electronic media. This book addresses the basic rules and techniques common to broadcast writing with a depth of coverage unmatched by its competitors, but without assuming any prior media writing, production, or advertising experience on the part ... [Read More]

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

THE BRAND GAP is the first book to present a unified theory of brand-building.  Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you... [Read More]

 This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accoun... [Read More]

In the U.S., we're bombarded with nutritional advice--the work, we assume, of reliable authorities with our best interests at heart. Far from it, says Marion Nestle, whose Food Politics absorbingly details how the food industry--through lobbying, advertising, and the co-opting of experts--influences our dietary choices to our detriment. Central to her arg... [Read More]

Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer va... [Read More]

“Honest and precise… everything about writing for children there is to know.” —Jane Yolen, author Here is the comprehensive guide to writing, publishing, and selling for the ever-expanding and always exciting children’s market—now in a new and updated third edition. • Includes new chapters on self-publishing and on "how to choose a how-to"... [Read More]

Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....--David Bohnett, Chairman and Founder of GeoCities A handsome edition of the original 1981 text, this 20th Anniversary Edition makes availabl... [Read More]

Innovative, practical, and inspiring, Six Steps to Songwriting Success presents a surefire step-by-step approach to mastering the elements consistently found in hit songs. Author Jason Blume, a songwriter with the rare distinction of having had songs on the Country, Pop, and R&B charts simultaneously, has packed this book with such key aids as the three-s... [Read More]