The marketing agency blueprint

Sample

Tom Doctoroff

"In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In this informative new book, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation"-- "A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement"--

Sample

Nick Bostrom, Milan M. Cirkovic

"In Global Catastrophic Risks 25 leading experts look at the gravest risks facing humanity in the 21st century, including natural catastrophes, nuclear war, terrorism, global warming, biological weapons, totalitarianism, advanced nanotechnology, general artificial intelligence, and social collapse. The book also addresses over-arching issues - policy responses and methods for predicting and managing catastrophes." "Bostrom pioneered the concept of existential risk and the simulation argument. He developed the first mathematically explicit theory of observation selection effects and is the author of a number of seminal studies on the implications of future technologies."--Jacket.

Sample

Keith Brown

"Here is the first comprehensive and in-depth exploration and explanation of the most crucial and forward-looking innovation in ebusiness today: mass customization. Renowned ecommerce visionary Keith T. Brown guides readers into tomorrow's interactive marketplace, arming business professionals at organizations of all sizes with the resources and wherewithal to create and customize viable, economical, competitive and future-ready business models guaranteed to take them beyond the click-and-buy shopping cart plans that today are teetering on the brink of extinction.". "In The Interactive Marketplace, Brown looks to a range of real-life examples and industry trends as he explores how customer-targeted ebusiness is shifting more and more toward an emphasis on B2B platforms that integrate Internet technology into all phases of business operations. Readers will learn exactly how to create a business model that is capable of seamlessly reaching from the manufacturer, through the supply chain, to the contractor and point-of-sale - while delivering interactive capability to the consumer on an extremely user-friendly technology platform.". "At once an indispensable survival guide to the future and a fascinating look at the state of ecommerce today through the eyes of one of its leading pioneers, The Interactive Marketplace delivers all the knowledge, skills, and tools required to stay on top and thrive in today's perpetually evolving business world."--BOOK JACKET.

Sample

Michael D. Archer

A Highly Visual Guide To Developing A Personal Forex Trading Strategy Getting Started In Forex Trading Strategies "A great next step to read for the beginning trader. It contains practical advice and resources on trading FOREX that only come with experience." -Derek Ching, President, Hawaii Forex "We have members from over 125 countries on our Web site and plan to make Getting Started in ForexTrading Strategies a 'must read' for those looking to trade the FOREX market. It is good to see a book that emphasizes the importance of other elements, such as money management, which are crucial to master if one is to stay in this game. Well done!" -Jay Meisler, cofounder, Global-View.com Written in a straightforward and accessible style, Getting Started in Forex Trading Strategies is a highly visual guide to foreign exchange trading that introduces you to the Codex Method-a proven process that allows you to tailor a trading strategy to your own personal preferences. Divided into four comprehensive parts, this reliable resource opens with a brief overview of traditional FOREX strategies. From here, author Michael Duane Archer outlines his own personal codex-as he guides you through the process of developing yours-and reveals how to use this approach to make, monitor, and exit a trade. Along the way, Archer reveals the best ways to implement your strategy and discusses the importance of consistently keeping trading records. In his previous book, Getting Started in Currency Trading, Archer set a solid foundation for trading the currency market by illustrating how it operated. Now, with Getting Started in Forex Trading Strategies, Archer goes a step further by showing you how to cultivate a personal trading strategy that will allow you to succeed within this dynamic environment.