The next big thing is really small

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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"--

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Maura Finkelstein

Mumbai's textile industry is commonly but incorrectly understood to be an extinct relic of the past. In 'The Archive of Loss' Maura Finkelstein examines what it means for textile mill workers-who are assumed not to exist-to live and work during a period of deindustrialization. Finkelstein shows how mills are ethnographic archives of the city where documents, artifacts, and stories exist in the buildings and in the bodies of workers. Workers' pain, illnesses, injuries, and exhaustion narrate industrial decline; the ways in which they live in tenements exist outside and resist the values expounded by modernity; and the rumors and untruths they share about textile worker strikes and a mill fire help them make sense of the industry's survival. In outlining this archive's contents, Finkelstein shows how mills, which she conceptualizes as lively ruins, become a lens through which to challenge, reimagine, and alter ways of thinking about the past, present, and future in Mumbai and beyond.

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Paul Roetzer

"Build a disruptive marketing agency for the modern ageThe marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency.The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers Develop highly efficient management systems and more effective account teams Deliver greater results and value to clients This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation"--

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Robert G. Wittmann and Matthias P. Reuter

Strategic Planning is a comprehensive new title, offering practical information on how to develop and implement successful, revenue-generating strategies within your business. In addition to this, the book serves to provide ideas and guidance for producing strategic business plans for your company. Strategic Planning explores the thinking surrounding strategy, and explains concepts such as value based management, the strategic environment, strategies to suit products, establishing strategic strength and gaining competitive advantage. This thorough guide then goes on to demonstrate how to implement and evaluate strategy, how to manage your team and how to manage future risks to your business.