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books tagged “branding”
books tagged “branding”
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The 11 Immutable Laws of Internet Brandingby Al Ries, Laura RiesISBN 0060196211 (0-06-019621-1)
Hardcover, HarperCollins Publishers
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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brandby Al Ries, Laura RiesISBN 0060007737 (0-06-000773-7)
Softcover, Harperbusiness
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› Find signed collectible books: 'The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand'Book summary:When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler [via]
More editions of The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand:
- The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: ISBN 0887309372 (0-88730-937-2)
Hardcover, Harperbusiness - The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: ISBN 0060007737 (0-06-000773-7)
Softcover, Harperbusiness
- The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: ISBN 0887309372 (0-88730-937-2)
The 22 Immutable Laws of Marketing: Violate Them at Your Own Riskby Al Ries, Jack TroutISBN 0887306667 (0-88730-666-7)
Softcover, Harpercollins
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Absolut Book: The Absolut Vodka Advertising Storyby Richard W. LewisISBN 1885203292 (1-885203-29-2)
Softcover, Journey Editions
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› Find signed collectible books: 'Absolut Book: The Absolut Vodka Advertising Story'Book summary:A New York Times bestseller, Absolut Book is the behind-the-scenes account of the birth and growth of this award-winning campaign and provides a definitive illustrated history of one of the most successful ad campaigns ever. It is a collector's delight with nearly five hundred ads. [via]
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Airline: Identity, Design and Cultureby Keith LovegroveISBN 3823854607 (3-8238-5460-7)
Softcover, Te Neues Pub Group
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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust Worldby Seth GodinISBN 1591841003 (1-59184-100-3)
Hardcover, Portfolio
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› Find signed collectible books: 'All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World'Book summary:Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers and Marlboro. This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need. [via]
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The Best of Business Card Design 7by W. HarveyISBN 1592532209 (1-59253-220-9)
Hardcover, Rockport Pub
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The Brand Gap: How To Bridge The Distance Between Business Strategy And Designby Marty NeumeierISBN 0321348109 (0-321-34810-9)
Softcover, Peachpit Pr
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Brand Hijack: Marketing Without Marketingby Alex WipperfuthISBN 1591841402 (1-59184-140-2)
Softcover, Penguin Group USA
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The Brand You 50: Or, Fifty Ways to Transform Yourself from an "Employee" into a Brand That Shouts Distinction, Commitment, and Passion!by Tom PetersISBN 0375407723 (0-375-40772-3)
Hardcover, Random House Inc
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› Find signed collectible books: 'The Brand You 50: Or, Fifty Ways to Transform Yourself from an "Employee" into a Brand That Shouts Distinction, Commitment, and Passion!'Book summary:If Dilbert and Tom Peters ever attended the same party, they'd probably find themselves in opposite corners. The cynical cartoon character would have a hard time in Peters's upbeat, high-energy world of "Cool-Beyond-Belief." The Brand You50 is Peters's manifesto for today's knowledge workers. It joins his Reinventing Work series, which includes The Projects50 and The Professional Service Firm50.
In The Brand You50, Peters sees a new kind of corporate citizen who believes that surviving means not blending in but standing out. He believes that "90+ percent of White Collar Jobs will be totally reinvented/reconceived in the next decade" and that job security means developing marketable skills, making yourself distinct and memorable, and developing your network ability. His
list-filled prescriptions cover everything; for example, "You are Your Rolodex I: BRAND YOU IS A TEAM" (no. 22), "Consider your 'product line'" (no. 25), "Work on your Optimism" (no. 35), "Sell. SELL. SELL!!!" (no. 47). While the book is overwhelming at times--its hyperactive typography pretty much shouts at you--any baby boomer thinking about his or her career will find much to consider. --Harry C. Edwards [via]More editions of The Brand You 50: Or, Fifty Ways to Transform Yourself from an "Employee" into a Brand That Shouts Distinction, Commitment, and Passion!:
Branded: The Buying and Selling of Teenagersby Alissa QuartISBN 0738208620 (0-7382-0862-0)
Softcover, Perseus Books Group
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› Find signed collectible books: 'Branded: The Buying and Selling of Teenagers'Book summary:In Branded, Alissa Quart takes us to the dark side of marketing to teens, showing readers a disturbingly fast-paced world in which adults shamelessly insinuate themselves into "friendships" with young people in order to monitor what they wear, eat, listen to, and buy. We travel to a conference on advertising to teenagers and witness the breathless and insensitive pronouncements of lecturers there. We meet the unofficial teen "sales force" for a new girls' perfume (the unpaid daughters of the company's saleswomen) and observe the attempts of mega-corporations to purchase the time and space for product-placement in schools. We witness the aggressive and potentially emotionally damaging ways in which adults seek to control vulnerable young minds and wallets. But we also witness the bravery of isolated and increasingly Internet-linked kids who attempt to turn the tables on the cocksure corporations that so cynically strive to manipulate them.Eye-opening and urgent, Branded exposes and condemns a segment of American business whose high-paid job it is to reduce teens to their lowest common denominator, to systematically sap youth of individuality and creativity. Engaging and thought provoking, Branded ensures that consumers will never look at the American way of doing business in the same way again.In Branded, author Alissa Quart spotlights the most nefarious of youth marketing techniques, revealing eye-opening facts about the commercialization of today's teens, including:--31 million teens now spend upwards of $153 billion on leisure expenses- clothing, CDs, and makeup-a year. 55% of American high-school seniors work more than three hours a day to earn the money to fulfill their need for stuff.--A growing number of high schools are sponsored by corporations. Textbooks regularly mention Oreo cookies and math problems contain Nike logos. Teenagers not only play ball in gyms rimmed with logos but also spend their English classes coming up with advertising slogans for sponsors, all under the auspices of their so-called public schools.--In the last two years, cosmetic surgery rates for teens have gone from 1% to 3% of the total 4.6 million surgeries performed each year. Teen liposcution has doubled; breast augmentation has increased by almost a third in the last five years.[via]More editions of Branded: The Buying and Selling of Teenagers:
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Building Strong Brandsby David A. AakerISBN 002900151X (0-02-900151-X)
Hardcover, Free Pr
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› Find signed collectible books: 'Building Strong Brands'Book summary:As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.
A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.
Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready. [via]
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Crm at the Speed of Light: Essential Customer Strategies for the 21st Centuryby Paul GreenbergISBN 0072224169 (0-07-222416-9)
Hardcover, McGraw-Hill Osborne Media
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Cutting Edge Advertising: How To Create The World's Best Print For Brands In The 21st Centuryby Jim AitchisonISBN 013012897X (0-13-012897-X)
Softcover, Pearson P T R
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Designing Brand Identity: A Complete Guide to Creating, Building, And Maintaining Strong Brandsby Alina WheelerISBN 0471746843 (0-471-74684-3)
Hardcover, John Wiley & Sons Inc
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- Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands: ISBN 0471213268 (0-471-21326-8)
Hardcover, John Wiley & Sons Inc - Designing Brand Identity: A Complete Guide to Creating, Building, And Maintaining Strong Brands: ISBN 0471746843 (0-471-74684-3)
Hardcover, John Wiley & Sons Inc
- Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands: ISBN 0471213268 (0-471-21326-8)
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Differentiate or Die: Survival in Our Era of Killer Competitionby Jack TroutISBN 0471028924 (0-471-02892-4)
Softcover, John Wiley & Sons Inc
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› Find signed collectible books: 'Differentiate or Die: Survival in Our Era of Killer Competition'Book summary:There are no two ways about it with Jack Trout. Either you've got a product or service that you can say is different, or you don't have much at all. In today's global marketplace and at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do, it's about what you do differently from everyone else. Coauthors Trout and Steve Rivkin say it all in their no-holds-barred title, Differentiate or Die.
A disciple of the marketing guru Rosser Reeves, who introduced the concept of the "unique selling proposition," Trout relays his vision of what can help you differentiate in blunt, tell-it-like-it-is prose. First he breaks the bad news that product quality, advertising creativity, price advantage, and breadth of product line are rarely successful ways to differentiate your business. Consumers expect the best quality, he says; they don't think it's a bonus. In the same vein, your competitor can slash prices just as quickly as you. After dismissing these common marketing techniques as futile, Trout concentrates on which differentiating ideas will set you apart from the pack: Being first (and staying there), owning a discernible attribute, having a heritage, becoming the preference of a particular consumer group, or even being the most recent arrival in a product arena are just some of these useful differentiates. Though the book's fast and quippy narrative style may leave some readers looking for more substance behind his adamant assertions, Trout's recommendations act as inspirational spurts of energy. A slim manual packed with punchy points, Differentiate or Die won't take you long to read but could make a lasting--you guessed it--difference to the success of your business. --S. Ketchum [via]
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Emotional Branding: The New Paradigm for Connecting Brands to Peopleby Marc GobeISBN 1581150784 (1-58115-078-4)
Hardcover, Allworth Pr
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› Find signed collectible books: 'Emotional Branding: The New Paradigm for Connecting Brands to People'Book summary:A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate interactive access to products through the Internet. [via]
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The Engaged Customer: The New Rules of Internet Direct Marketingby Hans Peter BrondmoISBN 0066620791 (0-06-662079-1)
Softcover, Harpercollins
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Enterprise One to One: Tools for Competing in the Interactive Ageby Don Peppers, Martha RogersISBN 038548755X (0-385-48755-X)
Softcover, Bantam Dell Pub Group
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› Find signed collectible books: 'Enterprise One to One: Tools for Competing in the Interactive Age'Book summary:Is there anyone out there who isn't worried about staying far in front of the technological tidal wave that is making products smarter and changing everything about what customers buy, how they buy, and where their loyalty goes?don peppers and martha rogers, authors of the international bestseller the one to one future, go beyond that now classic work on how to sell more products to fewer customers. For the last several years, they have been teaching companies how to stay at the head of the pack by harnessing technology to achieve killer competitive advantages in customer loyalty and unit margin. In this brave new world where microchip technology is making it possible for houses to know their occupants better than the occupants know their own houses--know the owners' temperature preferences, water use, lights, appliances--businesses have a great advantage in building unbreakable customer relationships. Peppers and rogers explain what kinds of strategies are applicable to what kinds of businesses, and under what circumstances--from cars to credit cards, clothing manufacturers to dry cleaners, long distance phone companies to computer resellers. Suddenly car manufacturers, supermarkets, credit card companies, and fashion houses can compete not on commodity rules and price wars, but on bold new rules. Readers of enterprise one to one will learn:* how to improve customer retention, not just incrementally but dramatically, and increase your share of each customer's business over time, despite the increasingly frantic nature of your competitors' campaigns. * how to protect and increase your unit margin despite the commoditization that has begun to infect every business in every category.* how to create entirely new markets of individual customers with diverse needs.* how to make the transition to the interactive age, gaining advantages from new technologies without being threatened by them. [via]
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Graphic Workshop: A Step-by-step Guideby Chuck GreenISBN 1592530885 (1-59253-088-5)
Hardcover, Quayside Pub Group
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Great American Blow-Up: Puffery in Advertising and Sellingby Preston Ivan L.ISBN 0299067343 (0-299-06734-3)
Softcover, Univ of Wisconsin Pr
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Guerrilla Marketing: Secrets for Making Big Profits from Your Small Businessby Jay Conrad LevinsonISBN 0395906253 (0-395-90625-3)
Softcover, Houghton Mifflin Company
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› Find signed collectible books: 'Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business'Book summary:A bestseller first published in 1983, Guerrilla Marketing offers an innovative approach to marketing for the small business owner. Filled with hundreds of effective ideas, this book outlines Levinson's philosophy about marketing. In this expanded edition, Levinson identifies the fastest-growing markets today as well as the latest strategies, up-to-date information on new technologies, new programs for targeted prospects, and management lessons for the twenty-first century. [via]
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Harvard Business Review on Brand Managementby David A. Aaker, David Kenny, Erich Joachimsthaler, John Quelch, Vijay Vishwanath, Mark JonathanISBN 1578511445 (1-57851-144-5)
Softcover, Harvard Business School Pr
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Identity Design Sourcebook: Successful Ids Deconstructed and Revealedby Clay Andres, Catharine Fishel, Pat Matson KnappISBN 159253029X (1-59253-029-X)
Hardcover, Rockport Pub
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Jennifer Governmentby Max BarryISBN 1400030927 (1-4000-3092-7)
Softcover, Random House Inc
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› Find signed collectible books: 'Jennifer Government'Book summary:In the horrifying, satirical near future of Max Barry's Jennifer Government, American corporations literally rule the world. Everyone takes his employer's name as his last name; once-autonomous nations as far-flung as Australia belong to the USA; and the National Rifle Association is not just a worldwide corporation, it's a hot, publicly traded stock. Hack Nike, a hapless employee seeking advancement, signs a multipage contract and then reads it. He discovers he's agreed to assassinate kids purchasing Nike's new line of athletic shoes, a stealth marketing maneuver designed to increase sales. And the dreaded government agent Jennifer Government is after him.
Like Steve Aylett, Alexander Besher, Douglas Coupland, Paul Di Filippo, Jim Munroe, Jeff Noon, and Chuck Palahniuk, Max Barry is an author of smartass, punky satire for the late capitalist era. It's a hip and happening field; before publication, Jennifer Government (Barry's second novel) was optioned by Stephen Soderbergh and George Clooney's Section 8 Films for a major motion picture. However, the level of literary accomplishment varies wildly among practitioners, from brilliant (Di Filippo and Palahniuk) to amateurish (Besher). This field is so hot, its writers needn't be nearly as accomplished as they'd have to become to break into any other form of fiction.
That said, like many of his fellow turn-of-the-millennium satirists, Barry is uneven. He has a lively imagination and a sharp eye for the absurdities and offenses of hypercorporate capitalism. But, with its sketchy characters and slow dialogue, Jennifer Government will disappoint anyone who believes the cover copy's grandiose claim that this is "a Catch-22 for the New World Order." --Cynthia Ward [via]
Logo Design Workbook: A Hands-on Guide to Creating Logosby Sean Adams, Noreen Morioka, Terry StoneISBN 1592532349 (1-59253-234-9)
Softcover, Rockport Pub
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Making Ads Payby John CaplesISBN 048621575X (0-486-21575-X)
Softcover, Dover Pubns
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Management of the Absurd: Paradoxes in Leadershipby Richard FarsonISBN 0684830442 (0-684-83044-2)
Softcover, Simon & Schuster
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› Find signed collectible books: 'Management of the Absurd: Paradoxes in Leadership'Book summary:Facile formulas, catchy slogans, ten-step programs, and quick fixes too often dominate today's management training programs. But in organizations as in all of life, human behavior is seldom predictable, and business dilemmas do not easily lend themselves to gimmicks or simplistic answers. In "Management of the Absurd, " psychologist, educator, and former CEO Richard Farson presents a series of management paradoxes designed to challenge conventional wisdom and encourage managers to reexamine their assumptions about effective leadership.
Here, at last, is a dramatically new understanding of organizations and human relations. In his explorations of more than 30 paradoxical situations, Farson demonstrates the value of a radically different perspective on leadership and offers managers powerful new ways to cope with the many perplexing problems of organizational life. Managers at every level will recognize the very real dilemmas and complexities that Farson describes, and will be challenged by these provocative new views of the art of managing people.
Here are some of Farson's startling insights:
The better things are, the worse they feel.
Once you find a management technique that works, give it up.
Big changes are easier to make than small ones.
The more we communicate, the less we communicate.
Nothing is as invisible as the obvious.
Effective managers are not in control.
Organizations that need help most will benefit least from that help.
Many readers will share Michael Crichton's response to this book, as he observes in the foreword, "He irritated me. He provoked me. He made me nod, he made me smile, and he made me shake myhead....[He] reports more than experience; he gives us wisdom." Guided by "Management of the Absurd, " managers of the 21st century will be able to accept the inherent complexity of management situations and work through these dilemmas, not with manipulative and simplistic techniques but with understanding, compassion, and effectiveness. [via]More editions of Management of the Absurd: Paradoxes in Leadership:
Marketing Aesthetics: The Strategic Management of Brands, Identity, and Imageby Alex Simonson, Bernd SchmittISBN 0684826550 (0-684-82655-0)
Hardcover, Free Pr
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Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts!by Jon SpoelstraISBN 1885167504 (1-885167-50-4)
Hardcover, Bard
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› Find signed collectible books: 'Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts!'Book summary:Jon Spoelstra, one of the country's best sports marketers, contends there is less risk and more payoffs in creating outrageous marketing. [via]
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Married to the Brand: Why Consumers Bond With Some Brands for Life Lessons From 60 Years of Research into The Psychology of Consumer Relationshipsby William J. McEwenISBN 1595620052 (1-59562-005-2)
Hardcover, Gallup Pr
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A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Centuryby Stephen Fenichell, Scott BedburyISBN 0142001902 (0-14-200190-2)
Softcover, Penguin Group USA
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A New Brand World : Ten Principles for Achieving Brand Leadership in the 21st Centuryby Scott Bedbury, Stephen FenichellISBN 0670030767 (0-670-03076-7)
Hardcover, Penguin Group (USA) Incorporated
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No Logo: El Poder De Las Marcasby Naomi KleinISBN 8449312485 (84-493-1248-5)
Softcover, Paidos Iberica Ediciones S A
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No Logo: No Space No Choice No Jobsby Naomi KleinISBN 0312421435 (0-312-42143-5)
Softcover, St Martins Pr
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› Find signed collectible books: 'No Logo: No Space No Choice No Jobs'Book summary:With a new Afterword to the 2002 edition, No Logo employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing-and the powerful potential of a growing activist sect that will surely alter the course of the 21st century. First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement. As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe-witness today's schoolbooks, superstores, sporting arenas, and brand-name synergy-a new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald's workers are risking their jobs to join the Teamsters, and how "culture jammers" utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in "Joe Chemo" for "Joe Camel"). No Logo will challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing. "This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable."-Naomi Klein, from her Introduction [via]
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No Logo: Taking Aim at the Brand Bulliesby Naomi KleinISBN 0312271921 (0-312-27192-1)
Softcover, Picador
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› Find signed collectible books: 'No Logo: Taking Aim at the Brand Bullies'Book summary:We live in an era where image is nearly everything, where the proliferation of brand-name culture has created, to take one hyperbolic example from Naomi Klein's No Logo, "walking, talking, life-sized Tommy [Hilfiger] dolls, mummified in fully branded Tommy worlds." Brand identities are even flourishing online, she notes--and for some retailers, perhaps best of all online: "Liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations."
In No Logo, Klein patiently demonstrates, step by step, how brands have become ubiquitous, not just in media and on the street but increasingly in the schools as well. (The controversy over advertiser-sponsored Channel One may be old hat, but many readers will be surprised to learn about ads in school lavatories and exclusive concessions in school cafeterias.) The global companies claim to support diversity, but their version of "corporate multiculturalism" is merely intended to create more buying options for consumers. When Klein talks about how easy it is for retailers like Wal-Mart and Blockbuster to "censor" the contents of videotapes and albums, she also considers the role corporate conglomeration plays in the process. How much would one expect Paramount Pictures, for example, to protest against Blockbuster's policies, given that they're both divisions of Viacom?
Klein also looks at the workers who keep these companies running, most of whom never share in any of the great rewards. The president of Borders, when asked whether the bookstore chain could pay its clerks a "living wage," wrote that "while the concept is romantically appealing, it ignores the practicalities and realities of our business environment." Those clerks should probably just be grateful they're not stuck in an Asian sweatshop, making pennies an hour to produce Nike sneakers or other must-have fashion items. Klein also discusses at some length the tactic of hiring "permatemps" who can do most of the work and receive few, if any, benefits like health care, paid vacations, or stock options. While many workers are glad to be part of the "Free Agent Nation," observers note that, particularly in the high-tech industry, such policies make it increasingly difficult to organize workers and advocate for change.
But resistance is growing, and the backlash against the brands has set in. Street-level education programs have taught kids in the inner cities, for example, not only about Nike's abusive labor practices but about the astronomical markup in their prices. Boycotts have commenced: as one urban teen put it, "Nike, we made you. We can break you." But there's more to the revolution, as Klein optimistically recounts: "Ethical shareholders, culture jammers, street reclaimers, McUnion organizers, human-rights hacktivists, school-logo fighters and Internet corporate watchdogs are at the early stages of demanding a citizen-centered alternative to the international rule of the brands ... as global, and as capable of coordinated action, as the multinational corporations it seeks to subvert." No Logo is a comprehensive account of what the global economy has wrought and the actions taking place to thwart it. --Ron Hogan [via]
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The One to One Future: Building Relationships One Customer at a Timeby Don Peppers, Martha RogersISBN 0385485662 (0-385-48566-2)
Softcover, Bantam Dell Pub Group
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The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survivalby Al Ries, Laura RiesISBN 0060570148 (0-06-057014-8)
Hardcover, Harperbusiness
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› Find signed collectible books: 'The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival'Book summary:What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, "The Origin of Brands," the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction--in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In "The Origin of Brands," you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. "The Origin of Brands" will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding. [via]
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The Origin Of Brands: How Product Evolution Creates Endless Possibilities For New Brandsby Al Ries, Laura RiesISBN 0060570156 (0-06-057015-6)
Softcover, Harpercollins
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Pattern Recognitionby William GibsonISBN 0425192938 (0-425-19293-8)
Softcover, Berkley Pub Group
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› Find signed collectible books: 'Pattern Recognition'Book summary:With Pattern Recognition, William Gibson, the man who introduced cyberpunk to the world, gives us his first novel set in the present. But as Gibson's imagination makes clear, our corporation-dominated, technologically advanced reality doesn't need much tweaking to take on the aura of science fiction.
If there's a fantastical element to this, the author's eighth book, it's in protagonist Cayce Pollard's special talent. Here, Gibson takes some of No Logo author Naomi Klein's ideas about branding to a logical extreme: Pollard has an instinctual, often violently intense reaction to logos, a condition that makes her valuable to advertising agencies looking for the most effective way to brand a product. This talent, however, makes a trip to a department store potentially lethal, as when she visits a London shopping emporium and is inundated by "a mountainside of Tommy [Hilfiger] coming down in her head." "Some people ingest a single peanut and their head swells like a basketball," writes Gibson. "When it happens to Cayce, it's her psyche.... When it starts, it's pure reaction, like biting down hard on a piece of foil." Pollard is also a "coolhunter" of the first order, which means she can sniff out a trend before it's even begun to be commodified. She's so good, in fact, that "she's met the very Mexican who first wore his baseball cap backwards."
With such sensitivity to our over-branded world, it's completely natural that our heroine would become fascinated by Internet footage of a film in which characters, setting, and time are completely generic--unbranded, unfixed, free. But Pollard isn't the only one obsessed by "the footage," as it's referred to, and this is where Gibson's masterful storytelling comes to the fore. Who will be the first to solve the mystery of the film's origin? Who else is trying, and for what potentially nefarious purpose? As usual the author proves adept at weaving a suspenseful narrative out of humdrum elements, such as e-mail exchanges. If there's a caveat, it's that, as with literary forefather Philip K. Dick, the Vancouver-based author's prose veers wildly from the poetic to the clunky. And his supporting characters often amount to nothing more than a combination of an unusual name and shadowy motive. But the continual barrage of ideas, and the way Gibson arranges them for maximum impact, make for a gripping and insightful glimpse into our hyperdriven consumer culture. --Shawn Conner [via]
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Permission Marketing: Turning Strangers into Friends, and Friends into Customersby Seth GodinISBN 0684856360 (0-684-85636-0)
Hardcover, Simon & Schuster
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› Find signed collectible books: 'Permission Marketing: Turning Strangers into Friends, and Friends into Customers'Book summary:Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange."
Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring [via]
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Plunkett's Advertising and Branding Industry Almanac: The Only Comprehensive Guide to Advertising Companies and Trendsby Jack W. PlunkettISBN 1593920059 (1-59392-005-9)
Softcover, Plunkett Research Ltd
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Poor Richard's Branding Yourself Online: How to Use the Internet to Become a Celebrity or Expert in Your Fieldby Bob BakerISBN 1930082142 (1-930082-14-2)
Softcover, Top Floor Pub
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Popcoby Scarlett ThomasISBN 1841157635 (1-84115-763-5)
Softcover, Fourth Estate
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Positioning: The Battle for Your Mindby Al Ries, Jack TroutISBN 0071373586 (0-07-137358-6)
Softcover, McGraw-Hill
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› Find signed collectible books: 'Positioning: The Battle for Your Mind'Book summary: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 available to business and marketing professionalsincluding tens of thousands of Ries and Trout groupies, worldwidethe work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why positioning a product in a prospective customers mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didnt follow, Ries and Trouts thinking. [via]
More editions of Positioning: The Battle for Your Mind:
- Positioning: The Battle for Your Mind: ISBN 0071359168 (0-07-135916-8)
Hardcover, McGraw-Hill - Positioning: The Battle for Your Mind: ISBN 0446347949 (0-446-34794-9)
Softcover, Grand Central Pub - Positioning: The Battle for Your Mind: ISBN 0070652635 (0-07-065263-5)
Hardcover, McGraw-Hill - Positioning: The Battle for Your Mind: ISBN 0070652643 (0-07-065264-3)
Hardcover, McGraw-Hill - Positioning: The Battle for Your Mind: ISBN 0071373586 (0-07-137358-6)
Softcover, McGraw-Hill
- Positioning: The Battle for Your Mind: ISBN 0071359168 (0-07-135916-8)
Pour Your Heart into It: How Starbucks Build a Company One Cup at a Timeby Howard Schultz, Dori Jones YangISBN 0786883561 (0-7868-8356-1)
Softcover, Hyperion Books
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› Find signed collectible books: 'Pour Your Heart into It: How Starbucks Build a Company One Cup at a Time'Book summary:Since 1987, Starbucks's star has been on the rise, growing from 11 Seattle, WA-based stores to more than 1,000 worldwide. Its goals grew, too, from the more modest, albeit fundamental one of offering high-quality coffee beans roasted to perfection to, more recently, opening a new store somewhere every day. An exemplary success story, Starbucks is identified with innovative marketing strategies, employee-ownership programs, and a product that's become a subculture.
Whether you're an entrepreneur, a manager, a marketer, or a curious Starbucks loyalist, Pour Your Heart into It will let you in on the revolutionary Starbucks venture. CEO Howard Schultz recounts the company's rise in 24 chapters, each of which illustrates such core values as "Winning at the expense of employees is not victory at all." [via]
More editions of Pour Your Heart into It: How Starbucks Build a Company One Cup at a Time:
- Pour Your Heart Into It: How Starbucks Built A Company One Cup At A Time: ISBN 0786863153 (0-7868-6315-3)
Hardcover, Hyperion Books - Pour Your Heart into It: How Starbucks Build a Company One Cup at a Time: ISBN 0788195336 (0-7881-9533-6)
Hardcover, Diane Pub Co - Pour Your Heart into It: How Starbucks Build a Company One Cup at a Time: ISBN 0786883561 (0-7868-8356-1)
Softcover, Hyperion Books
- Pour Your Heart Into It: How Starbucks Built A Company One Cup At A Time: ISBN 0786863153 (0-7868-6315-3)
The Project50: Or, Fifty Ways to Transform Every "Task" into a Project That Mattersby Thomas J. PetersISBN 0375407731 (0-375-40773-1)
Hardcover, Random House Inc
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Purple Cow: Transform Your Business by Being Remarkableby Seth GodinISBN 159184021X (1-59184-021-X)
Hardcover, Portfolio
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› Find signed collectible books: 'Purple Cow: Transform Your Business by Being Remarkable'Book summary:You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.
What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?
Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.
Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.
In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place. [via]More editions of Purple Cow: Transform Your Business by Being Remarkable:
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The Scarlet Letterby Nathaniel HawthorneISBN 1591940729 (1-59194-072-9)
Softcover, Townsend Press
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› Find signed collectible books: 'The Scarlet Letter'Book summary:The Scarlet Letter (Barnes & Noble Classics Series) (B&N Classics) [Paperback] Nancy Stade Nathaniel Hawthorne (Author) [via]
More editions of The Scarlet Letter:
- The Scarlet Letter: ISBN 1593080123 (1-59308-012-3)
Softcover, Sterling Pub Co Inc - The Scarlet Letter: ISBN 159308207X (1-59308-207-X)
Softcover, Sterling Pub Co Inc - The Scarlet Letter: ISBN 1853260290 (1-85326-029-0)
Softcover, Lb May & Assoc Inc - The Scarlet Letter: ISBN 1853265683 (1-85326-568-3)
Softcover, Wordsworth Edition - The Scarlet Letter: ISBN 1593081707 (1-59308-170-7)
Hardcover, Sterling Pub Co Inc - The Scarlet Letter: ISBN 1879329069 (1-879329-06-9)
Hardcover, Silver Burdett Pr - The Scarlet Letter: ISBN 3895084573 (3-89508-457-3)
Hardcover, Koenemann Verlagsgesellschaft - The Scarlet Letter: ISBN 1591940729 (1-59194-072-9)
Softcover, Townsend Press
- The Scarlet Letter: ISBN 1593080123 (1-59308-012-3)
Secret Formulas of the Wizard of Adsby Roy H. WilliamsISBN 1885167393 (1-885167-39-3)
Softcover, Bard
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› Find signed collectible books: 'Secret Formulas of the Wizard of Ads'Book summary:People love this straight-talking ad-man from Texas and his powerful stories that shed light on advertising, marketing and success. [via]
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Small Business Marketing For Dummiesby Barbara Findlay SchenckISBN 0764578391 (0-7645-7839-1)
Softcover, John Wiley & Sons Inc
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Storytelling: Branding In Practiceby K. FOG, Christian Budtz, Baris YakaboyluISBN 3540235019 (3-540-23501-9)
Hardcover, Springer Verlag
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Survival Is Not Enough: Why Smart Companies Abandon Worry and Embrace Changeby Seth Godin, Charles DarwinISBN 0743233387 (0-7432-3338-7)
Softcover, Simon & Schuster
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Survival Is Not Enough : Zooming, Evolution, and the Future of Your Companyby Seth GodinISBN 0743225716 (0-7432-2571-6)
Hardcover, Simon & Schuster
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Trading Up: The New American Luxuryby Michael Silverstein, John Butman, Neil FiskeISBN 1591840139 (1-59184-013-9)
Hardcover, Penguin USA
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› Find signed collectible books: 'Trading Up: The New American Luxury'Book summary:A fascinating look at why millions of consumers are "trading up" to premium goods, and how companies can profit from this phenomenon.
Middle-market consumers have more discretionary income than ever before and are willing to pay extra for "new luxury" goods and services-items that deliver higher quality, technical advantages, and superior performance to conventional products. Above all, consumers are looking for emotional engagement-they look to products to help them manage the stresses of everyday life, and to help them realize their aspirations. A new luxury good may be as simple as a shampoo ($9 from Aveda, versus $3 from Suave) that brings moments of comfort and sensual pleasure, or as complex as a car ($26,000 for a bottom-of-the-line Mercedes, versus $20,000 for a Pontiac) that delivers feelings of safety and excitement.
Clothing, cars, beer, coffee, kitchen appliances, lingerie, personal care, pet food, restaurants-in dozens of categories, new luxury goods occupy a sweet spot in the market, because they can sell in much higher unit volumes than "old luxury" goods, but command much higher profit margins than ordinary products. But new luxury leaders-such as Callaway Golf, Victoria's Secret, Panera Bread, Belvedere vodka, Whirlpool Duet, and Williams-Sonoma-create andmarket their goods very differently than do conventional companies. Trading Up explores what's driving this move to premium goods, tells the inside stories of many New Luxury companies and their leaders, and offers insights and methods that can help the reader take advantage of this remarkable phenomenon. The book is based on the authors' experience in helping clients create billions of dollars worth of New Luxury products as well as on exhaustive supporting research. [via]More editions of Trading Up: The New American Luxury:
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Trading Up: Why Consumers Want New Luxury Goods... And How Companies Create Themby Michael Silverstein, John Butman, Neil FiskeISBN 1591840805 (1-59184-080-5)
Hardcover, Penguin Group USA
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› Find signed collectible books: 'Trading Up: Why Consumers Want New Luxury Goods... And How Companies Create Them'Book summary:First published to media acclaim in October 2003, Trading Up revealed how todays middle-class consumers are seeking higher levels of quality, taste, and aspiration than had ever been possible beforein their choices of cars and clothing, vodka and beer, golf clubs and dolls, and much more. The book identified a major opportunity for entrepreneurs and innovators, managers and marketers, in every category of consumer goods and services. Now Michael Silverstein and Neil Fiske have thoroughly revised this BusinessWeek bestseller with new research and new insights into the still- growing phenomenon of trading up. [via]
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Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for Youby Seth Godin, Malcolm GladwellISBN 0786887176 (0-7868-8717-6)
Softcover, Hyperion Books
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› Find signed collectible books: 'Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You'Book summary:Treat a product or service like a human or computer virus, contends online promotion specialist Seth Godin, and it just might become one. In Unleashing the Ideavirus, Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it--and then stand aside as these recipients become infected and pass it along on to others who might do the same. "The future belongs to marketers who establish a foundation and process where interested people can market to each other", he writes. "Ignite consumer networks and then get out of the way and let them talk."
Godin believes that a solid idea is the best route to success in the new century, but one "that just sits there is worthless". Through the magic of "word of mouse", however, the Internet offers a unique opportunity for interested individuals to transmit ideas quickly and easily to others of like mind. Taking up where his previous book Permission Marketing left off, Godin explains in great detail how ideaviruses have been launched by companies such as Napster, Blue Mountain Arts, GeoCities, and Hotmail. He also describes "sneezers" (influential people who spread them), "hives" (populations most willing to receive them) and "smoothness" (the ease with which sneezers can transmit them throughout a hive). In all, an infectious and highly recommended read. --Howard Rothman [via]
More editions of Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You:
- Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You: ISBN 0970309902 (0-9703099-0-2)
Hardcover, Dearborn Trade Pub - Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You: ISBN 0786887176 (0-7868-8717-6)
Softcover, Hyperion Books
- Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You: ISBN 0970309902 (0-9703099-0-2)
Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Ideaby Bill Schley, Carl NicholsISBN 1591841127 (1-59184-112-7)
Hardcover, Portfolio
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Wikinomics: How Mass Collaboration Changes Everythingby Don Tapscott, Anthony D. WilliamsISBN 1591841380 (1-59184-138-0)
Hardcover, Portfolio
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› Find signed collectible books: 'Wikinomics: How Mass Collaboration Changes Everything'Book summary:In just the last few years, traditional collaborationin a meeting room, a conference call, even a convention centerhas been superseded by collaborations on an astronomical scale.
Today, encyclopedias, jetliners, operating systems, mutual funds, and many other items are being created by teams numbering in the thousands or even millions. While some leaders fear the heaving growth of these massive online communities, Wikinomics proves this fear is folly. Smart firms can harness collective capability and genius to spur innovation, growth, and success.
A brilliant guide to one of the most profound changes of our time, Wikinomics challenges our most deeply-rooted assumptions about business and will prove indispensable to anyone who wants to understand competitiveness in the twenty-first century.
Based on a $9 million research project led by bestselling author Don Tapscott, Wikinomics shows how masses of people can participate in the economy like never before. They are creating TV news stories, sequencing the human genome, remixing their favorite music, designing software, finding a cure for disease, editing school texts, inventing new cosmetics, or even building motorcycles. You'll read about:
" Rob McEwen, the Goldcorp, Inc. CEO who used open source tactics and an online competition to save his company and breathe new life into an old-fashioned industry.
" Flickr, Second Life, YouTube, and other thriving online communities that transcend social networking to pioneer a new form of collaborative production.
" Mature companies like Procter & Gamble that cultivate nimble, trust-based relationships with external collaborators to form vibrant business ecosystems.
An important look into the future, Wikinomics will be your road map for doing business in the twenty-first century. [via]More editions of Wikinomics: How Mass Collaboration Changes Everything:
The Wizard of Ads: Turning Words into Magic and Dreamers into Millionairesby Roy H. WilliamsISBN 1885167296 (1-885167-29-6)
Softcover, Bard
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Wizard!: Harry Potter's Brand Magicby Stephen BrownISBN 1904879306 (1-904879-30-6)
Softcover, Cyan Communications
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Wordcraft: The Art Of Turning Little Words Into Big Businessby Alex FrankelISBN 1400051053 (1-4000-5105-3)
Softcover, Random House Inc
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› Find signed collectible books: 'Wordcraft: The Art Of Turning Little Words Into Big Business'Book summary:"Five little words: BlackBerry, Accenture, Viagra, Cayenne, e-business. Two of the words are appropriated (BlackBerry and Cayenne); two are completely made up (Viagra and Accenture); and one (e-business) is a composite word made of a word and a letter that already exist. . . .These five words are the characters in this book."
Words shape and move the modern marketplace; they are at once ubiquitous and invisible. But where do words such as Saturn, PowerBook, and Tylenol originate? How did we come to "xerox" our paperwork and "have a cup of Starbucks"? Which names work, and why? For journalist Alex Frankel, what began as an exercise in curiosity--tracing the evolution of a handful of the most successful brand names from the marketplace to their places of origin--resulted in a year-long journey in which he gained access to a previously undiscovered world of forward-thinking creatives: professional namers, the unique group of marketers responsible for inventing words that ultimately become a part of our everyday vocabularies.
Wordcraft is Frankel's in-depth look at how companies name themselves and their products and, in the process of defining their business through words and language, develop narratives that define the way they present themselves to the outside world. His lively, fly-on-the-wall narrative takes us into the conference rooms of Lexicon, the world's largest professional naming firm, where we see how the highly successful email pager known as the BlackBerry got its name. We travel to Germany to learn how Porsche approached the naming of its controversial SUV, a car that challenged the company's famously sporty image. The creative team behind Viagra explains how they took a completely fabricated word and turned it into a powerful idea. We witness how IBM assumed ownership of the word and story of "e-business" and in so doing turned around its corporate mindset and returned to a dominant industry position.
The book is filled with stories about how things get their names, but it's not just tales of business meetings and product launches. We meet the characters who populate the naming world, "information age neologists" like freelance namer Andrea Michaels, who plays professional Scrabble and competes on TV game shows when not brainstorming for corporate clients. And we learn about the civic unrest that erupted in Denver when the naming rights for Mile High Stadium were sold. Frankel laces his narrative with cultural and historical references and quotations from thinkers as diverse as Marianne Moore and Lawrence Lessig, all of which add a layer of richness and depth to this book's multithreaded and engaging stories.
For anyone intrigued by the power of words and ideas in today's marketplace, Wordcraft is a captivating tour of a fascinating world. [via]More editions of Wordcraft: The Art Of Turning Little Words Into Big Business:
Zag: The #1 Strategy of High Performance Brandsby Marty NeumeierISBN 0321426770 (0-321-42677-0)
Softcover, Macmillan Computer Pub
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Los Logosby Mika MischlerISBN 3931126927 (3-931126-92-7)
Hardcover, Die Gestalten Verlag
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No Logo: El Poder de Las Marcasby Naomi KleinISBN 8449310741 (84-493-1074-1)
Hardcover, Ediciones Paidos Iberica, S.A.
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