CMGT 541: Integrated Communication Strategies: Books

This book explains how branding can be a driving force for product and service innovations, infusing them with the vision that they need to become relevant, authentic and original. It explores how innovation can help brands fulfil their promise through meaningful manifestations, interactions and experiences, leading to a more durable relationship between organisations and their customers. Crucially,Brand Driven Innovationdemonstrates the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with tools, processes and methods to facilitate this relationship.

"The Social Commerce Handbook provides a practical road map for not only mastering but also monetizing your social media investment." -- MARK ELLIS, Managing Director, SYZYGY, a WPP Group digital agency Learn the secrets to unlocking sales with the "Big Five"--YouTube, Pinterest, Facebook, Twitter, and LinkedIn--and seize new sales opportunities from emerging social technology. Coauthored by two of today's leading authorities on this hot new field, The Social Commerce Handbook distills the real-world experience of successful social commerce businesses--from Apple to Zappos-

How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? In Romancing the Brand, branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand. Step by step,he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer.

As one of the most popular tools for gathering information in today's market place, focus groups require understanding of purpose and good grounding in the technique to be effective. Thomas Greenbaum provides the latest information on conducting effective focus groups in this revised edition of The Handbook for Focus Group Research.

This interdisciplinary handbook concentrates on the constructs of effectiveness and skill and emphasizes external and internal factors as important sources of influence when negotiating conflicts.