“Women Want More tells the incredible story how companies can capture the emerging $5 trillion in real income growth for women, who feel undervalued in the marketplace; underestimated in the work place and underappreciated in the social arena.” (Michael Gould, Chairman and CEO, Bloomingdale's )
“Women Want More makes the case for the role of women in moving markets. For consumer companies, it’s an essential resource.” (Irene B. Rosenfeld, Chairman and Chief Executive Officer, Kraft Foods )
“Truly inspirational. A great book. We’ve only just begun to scratch the surface of this opportunity.” (Indra K. Nooyi, Chief Executive Officer and Director, PepsiCo Inc. )
“A must read for consumer-oriented companies of every size, shape and persuasion. Women Want More presents the most compelling consumer marketing proposition of our time with powerful insights anchored in thoughtful research.” (Douglas Conant, President and Chief Executive Officer, Campbell Soup Company )
“Women Want More is a call to recognition and response. How can you not focus on an emerging $5 trillion in real income growth for women?” (Les Wexner, Founder, Chairman and CEO of Limited Brands )
“Women Want More is a fresh and insightful analysis of how women’s increasing roles and ever-growing buying power are impacting the marketplace.” (Leonard Lauder, Chairman Emeritus of The Estée Lauder Companies, Inc. )
“In this essential book, Silverstein and Sayre capture the revolution taking place worldwide: women consumers who demand options, who require personal attention, and who will ultimately determine which companies make it to the next round. Authenticity rules and wise marketers will understand that. Highly recommended.” (John Zogby, President/CEO of Zogby International and author of The Way We'll Be: The Zogby Report on the Transformation of the American Dream )
“Few books offer as many insights as Women Want More….[I]t shines a bright light on the pressures and opportunities the world’s one billion working women face every day.” (Marketing Daily )
“The most helpful findings reveal how many women are currently dissatisfied with the financial, health care, banking, and technological services that they receive. . . . [The book] offers unique insights [and] . . . should be considered for those seeking to freshen up their customer service collections.” (Library Journal )
(1)
(3)
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.
In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.
(1)
(2)A timely, provocative and urgent look at the origins and nature of the modern corporate system, a world in which everything can be commodified, a closed system that conquers not through exclusion but total inclusion.
“This book helped me capture some of the toughest crowds of all—hardcore businesspeople.” (Stephen Messer, CEO and chairman, LinkShare Corporation )
“No sleight of hand, just practical miracles.” (Seth Godin, author of Purple Cow )
“Worth its weight in gold if you want to learn the real secrets of magicians—showmanship.” (Alan Greenberg, Chairman of the Executive Committee, The Bear Sterns Companies Inc )
(2)In this landmark work, NEW YORKER columnist James Surowiecki explores a seemingly counter-intuitive idea that has profound implications. Decisions taken by a large group, even if the individuals within the group aren't smart, are always better than decisions made by small numbers of 'experts'. This seemingly simply notion has endless and major ramifications for how businesses operate, how knowledge is advanced, how economies are (or should be) organised and how nation-states fare. With great erudition, Surowiecki ranges across the disciplines of psychology, economics, statistics and history to show just how this principle operates in the real world. Along the way Surowiecki asks a number of intriguing questions about a subject few of us actually understand - economics. What are prices? How does money work? Why do we have corporations? Does advertising work? His answers, rendered in a delightfully clear prose, demystify daunting prospects. As Surowiecki writes: '!
The hero of this book is, in a curious sense, an idea, a hero whose story ends up shedding dramatic new light on the landscapes of business, politics and society'.
