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The New Culture of Desire

by Melinda Davis Free Press (October 01, 2002)

A wholly new force is driving human behavior today, and it's turning the world as we know it upside down and inside out. Human behavior is now being driven by a new survival instinct -- a new primal desire --...

Better, Stronger, Faster

by Daniel Gross Free Press (May 08, 2012)

Financial meltdown, a deep recession, and political polarization—combined with strong growth outside the United States—have led to a global bubble of pessimism surrounding America’s economic prospects....

The Real Toy Story

by Eric Clark Free Press (January 09, 2007)

The American toy business is massive, world dominating, cutthroat, exciting, and increasingly willing to sacrifice our kids in its frantic rush for profit. And yet, for all its rapaciousness, the industry is...

The Influentials

by Edward Keller & Jonathan Berry Free Press (January 07, 2003)

One American in ten tells the other nine where to shop, what to buy...even how to vote. The Influentials tells who they are, and how they can be influenced.

Who are they? The most influential Americans—the...

Marketing Aesthetics

by Alex Simonson & Bernd H. Schmitt Free Press (August 30, 1997)

There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their...

Managing Brand Equity

by David A. Aaker Free Press (December 01, 2009)

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...

Driving Customer Equity

by Valarie A. Zeithaml, Katherine N Lemon & Roland T Rust Free Press (February 21, 2001)

In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease...

Building Strong Brands

by David A. Aaker Free Press (November 08, 2011)

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...