February New Marketing and Advertising books
Myths of Marketing: Banish the Misconceptions and Become a Great Marketer
Myths of Marketing: Banish the Misconceptions and Become a Great Marketer: HF5415 .L3617 2020
Author(s): Grant Leboff
New York : Kogan Page 2020.
It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they? The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'. Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.
Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling
Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling: HF5415.1263 .F595 2020
Author(s): Gay Flashman
London, United Kingdom ; Kogan Page 2020.
Global audiences are sceptical about advertising content, banner ads and promotional messaging at the best of times. In the B2B space, building an authentic brand is even harder because buying decisions are more complicated and take much longer. Building brand trust and credibility requires time and effort. Addressing these changes, Powerful B2B Content helps readers understand the importance of building a brand narrative, and demonstrates how successful organizations can create brand journalism that has influence and impact. Using the rigour of journalistic practices and constructing content that is developed and crafted with a journalist's sensibility, B2B companies will ensure that stories are engaging and eye-catching, develop trust and attract the attention of the right audiences. Building on many years' experience in award-winning newsrooms, Gay Flashman explains what makes a great story, describes what audiences want to hear and shows the most effective way to deliver it. By demonstrating how to create focused content that is tailored to a B2B audience, Powerful B2B Content will help B2B marketers and communicators listen, observe, understand their customer's goals and deliver an experience that their customers know they can trust.
Horne's: The Best Place to Shop After All
Horne's: The Best Place to Shop After All: HF5465.U64 J677 2019
Author(s): Letitia Stuart Savage
Charleston, South Carolina : The History Press; History Press 2019.
The Joseph Horne Company, popularly known as Horne's, was a beloved and integral part of Pittsburghers' lives for generations. It was the first department store in the Steel City, staking its ground at the landmark flagship store on Penn Avenue and Stanwix Street. Starting as a small dry goods store, the company expanded into a regional retail powerhouse with a reputation for selling high-quality goods in elegant spaces. Horne's succumbed to the fate of other department stores amid changing consumer habits, and a short-lived stint as a Lazarus store was the final chapter in more than 140 years of history. The community still enjoys the tree on the corner of the former Horne's building, now Highmark, that is lit each year to usher in Pittsburgh's holiday season. Author Letitia Stuart Savage shares the history and memories of Horne's department store.
The Affirmative Action Puzzle: A Living History from Reconstruction to Today
The Affirmative Action Puzzle: A Living History from Reconstruction to Today: HF5549.5.A34 U76 2020
Author(s): Melvin I. Urofsky
New York : Pantheon Books 
A rich, multifaceted history of affirmative action from the Civil Rights Act of 1866 through today’s tumultuous times From acclaimed legal historian, author of a biography of Louis Brandeis (“Remarkable” —Anthony Lewis, The New York Review of Books, “Definitive”—Jeffrey Rosen, The New Republic) and Dissent and the Supreme Court (“Riveting”—Dahlia Lithwick, The New York Times Book Review), a history of affirmative action from its beginning with the Civil Rights Act of 1866 to the first use of the term in 1935 with the enactment of the National Labor Relations Act (the Wagner Act) to 1961 and John F. Kennedy’s Executive Order 10925, mandating that federal contractors take “affirmative action” to ensure that there be no discrimination by “race, creed, color, or national origin” down to today’s American society. Melvin Urofsky explores affirmative action in relation to sex, gender, and education and shows that nearly every public university in the country has at one time or another instituted some form of affirmative action plan--some successful, others not. Urofsky traces the evolution of affirmative action through labor and the struggle for racial equality, writing of World War I and the exodus that began when some six million African Americans moved northward between 1910 and 1960, one of the greatest internal migrations in the country’s history. He describes how Harry Truman, after becoming president in 1945, fought for Roosevelt’s Fair Employment Practice Act and, surprising everyone, appointed a distinguished panel to serve as the President’s Commission on Civil Rights, as well as appointing the first black judge on a federal appeals court in 1948 and, by executive order later that year, ordering full racial integration in the armed forces. In this important, ambitious, far-reaching book, Urofsky writes about the affirmative action cases decided by the Supreme Court: cases that either upheld or struck down particular plans that affected both governmental and private entities. We come to fully understand the societal impact of affirmative action: how and why it has helped, and inflamed, people of all walks of life; how it has evolved; and how, and why, it is still needed.
Reward Management: Alternatives, Consequences and Contexts
Reward Management: Alternatives, Consequences and Contexts: HF5549.5.C67 P48 2020
Author(s): Stephen J Perkins, Sarah Jones
London : Kogan Page Limited 2020.
Reward Management is a comprehensive guide to all elements of reward in the workplace. From the theoretical frameworks and legal context of reward through to practical application in the workplace, this book provides all the essential information for both students of reward management and practitioners involved in reward management in organizations. Covering all the key areas of reward management including pay structures and pay setting, job evaluation and employee benefits, Reward Management is a key book for anyone studying the Level 7 CIPD reward management module or a postgraduate qualification in HR. This book also includes guidance on non-financial reward and new coverage of the gender pay gap, executive reward and pay ratio reporting. There is also extensive discussion of international reward including the impact of different cultures on reward, benefits for multi-local talent, rewarding expatriates and why one size of reward doesn't fit all. Accompanying online resources include lecturer guides, lecture slides and multiple choice questions for students.