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Essential Course Books for your Students from Kogan Page

Publishing student resources for over 40 years

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sAbout Kogan PageKogan Page has been Europe’s leadingindependent publisher of business booksfor over 40 years, publishing bestselling,practical textbooks on all areas ofMarketing and Sales.

By tapping into our authors’ knowledge,ideas, strategies and advice on keysubjects and current trends, our books willhelp your students develop the skills andacquire the knowledge they need tosucceed in the business world.

If you’d like to learn more about any of thebooks featured in this catalogue, or aboutthe other books we publish, please dovisit our website, at www.koganpage.com,to find details on all our titles as well asaccess to free online resources.

FREE INSPECTION COPIESAs a lecturer you can request FREEinspection copies for up to THREE booksin this catalogue – allowing you to reviewthe books before deciding on arecommendation for your course.

To order your three free inspection copies,please see the order form at the back ofthis catalogue or order online atwww.koganpage.com.

FEATURED BOOKThe New Strategic Brand Management ............................1

MARKETINGUnderstanding Digital Marketing .......................................2Commonsense Direct and Digital Marketing .....................2Scoring Points ...................................................................2Experiential Marketing .......................................................3Strategic Alliances and Marketing Partnerships ...............3Marketing Communications ...............................................4Develop Your Marketing Skills ...........................................4Successful Selling Skills ....................................................4Emotionomics ....................................................................5The Ethical Executive, .......................................................5Marketing ...........................................................................5

ADVERTISINGAdland ................................................................................6Ads to Icons .......................................................................6The Art of Creative Thinking, .............................................6

BRANDINGThe Luxury Strategy ..........................................................7Brand Immortality ..............................................................7Branded Entertainment ......................................................8Branded Male ....................................................................8Fashion Brands ..................................................................8

PREthics in Public Relations ..................................................9Online Public Relations ......................................................9PR in practice series ........................................................10New Strategies for Reputation Management ..................10Public Relations and the Social Web ..............................11

RETAILThe Retail Value Chain, ....................................................11Logistics and Retail Management ...................................12Retailing Logistics and Fresh Food Packaging ...............12Private Label ....................................................................13How to Succeed at Retail ................................................13Retailization .....................................................................13

MARKET RESEARCH AND PLANNINGMalcolm McDonald on Marketing Planning ....................14Questionnaire Design ......................................................14Order form ..............................................................15 & 16

Contents

ORDER YOUR INSPECTION COPIES AT WWW.KOGANPAGE.COM

Featured book

1

"Kapferer’s book is oneof the cornerstones ofbrand management inMBA programs today.’"Anand P Rarnan,Senior Editor, HarvardBusiness Review

“After reading Kapferer’sbook, you’ll never againthink of a brand as just aname. Several exciting new

ideas and perspectives on brand building are offeredthat have been absent from our literature.” Philip Kotler, S C Johnson & Sons DistinguishedProfessor of International Marketing,Northwestern University, Kellogg School ofManagement, USA

“A solid contribution written with depth andinsight. I recommend it to all those who desire afurther understanding of the various dimensions ofbrand management.”David A Aaker, University of California atBerkeley, USA

“One of the definitive resources on branding formarketing professionals worldwide.” The Economic Times, India

“A magisterial work on brands.”Journal of Product & Brand Management

Adopted internationally by business schools, MBAprogrammes and marketing practitioners alike,The New Strategic Brand Management is simply thereference source for senior strategists, positioningprofessionals and postgraduate students.

SAMPLE CONTENT INCLUDES: Why is branding sostrategic?; Brand equity in question; Brand andbusiness building; Brand diversity; The new rulesof brand management; Brand identity andpositioning; Creating and sustaining brandidentity; The challenge of growth in maturemarkets; Sustaining a brand long term; Multi-brand portfolios; Handling name changes andbrand transfers; Brand turnaround andrejuvenation; Managing global brands; Financialvaluation and accounting for brands.

JEAN-NOËL KAPFERER is one of the very fewworldwide experts on brand management. Professorat HEC Paris, the luxury research centre in Europe,he holds the Pernod-Ricard Chair on Prestige andLuxury Management. Also a consultant, he is amember of the board of a major luxury brand, andhe frequently gives executive seminars on luxury inChina, the US, Japan, Korea and India.

Paperback | £35.00 | January 2008978 0 7494 5085 4

The New Strategic Brand ManagementCreating and Sustaining Brand Equity Long Term4th EditionJean-Nöel Kapferer

FEATURED BOOK

B O O K S F O R A C A D E M I C S2

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UnderstandingDigital MarketingMarketing Strategies forEngaging the DigitalGenerationDamian Ryan, Calvin Jones

Understanding Digital Marketing looks at theworld of digital marketing: how it got started,how it got to where it is today, and where thethought leaders in the industry believe that it isheaded in the future. The book will also showstudents the practical ways in which they canharness the power of digital media and use it toachieve the utmost success.

CONTENT INCLUDES: Going digital; Strategicthinking; Building a website; Search engineoptimization; Website intelligence and ROI; E-mail marketing; Social media; Online PR andreputation management; Affiliate marketing andstrategic partnerships; Digital media creative;Future trends.

DAMIAN RYAN has been at the forefront of the Irishmedia and advertising business for many years.His current role is as a specialist investor anddealmaker in the mergers and acquisitionsbusiness. CALVIN JONES is an experienced businesswriter.

Hardback | £19.99 | December 2008978 0 7494 5389 3

Commonsense Directand Digital Marketing5th EditionDrayton Bird

SAMPLE CONTENT INCLUDES:Beginnings; The three graces of

direct marketing; Positioning and other mysteriesexplained; Media: a different, more flexibleapproach; Digital marketing: The internet and e-mail; Where ideas come from and how to expressthem persuasively; How to make your creativework virtually foolproof; How to test – andevaluate your results; The future of marketing: tenpredictions – and a health warning

DRAYTON BIRD is a renowned authority on directmarketing, and has been Vice Chairman andCreative Director of Ogilvy and Mather Direct.Today he is Chairman of The Drayton BirdPartnership.

Paperback | £24.95 | 2007978 0 7494 4760 1

Scoring PointsHow Tesco Continues to WinCustomer Loyalty2nd EditionIntroduction

This second edition of ScoringPoints updates the dramatic story of how Tesco’sClubcard loyalty scheme was developed andincludes a new chapter on how, with Kroger – thelargest US grocery retailer – these methods havebeen adapted for the US retail market. Theauthors bring us a compelling behind-the-scenesaccount of Clubcard – the successes, the failuresand the invaluable lessons learned.

CLIVE HUMBY is chairman and founder ofmarketing analysts dunnhumby, Visiting Professor,Integrated Marketing, at Northwestern University,Chicago, and Industrial Fellow at KingstonUniversity, UK. TERRY HUNT is chairman of EHSBrann. TIM PHILLIPS is a renowned businessjournalist and broadcaster.

Paperback | £17.99 | August 2008978 0 7494 5338 1


Marketing

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NEW.ExperientialMarketingA Practical Guide toInteractive BrandExperiencesShaz Smilansky

The relationships between brands and their targetaudiences are being revolutionized. ExperientialMarketing looks at the new experiential marketingera, where brand experiences – two-waycommunications between consumers’ lives andbrands – bring brand personalities to life. Thisbook demonstrates to marketing students howexperiential marketing fits in with the currentmarketing climate, and how to go about planning,activating and evaluating it for the best results.

CONTENT INCLUDES: Why experiential?;Outsourcing vs. in-house; Better data; Idea;situation and background; Experiential objectives;Target audiences; Message - key communication;Experiential strategy; Selected locations and brandambassadors; Systems and mechanisms formanagement; Action; Gauging effectiveness;Evaluation; Interviews; Case studies.

SHAZ SMILANSKY is director and founder ofexperiential marketing agency, BlazinstarMarketing, working with clients such as Nestlé,O2, Calvin Klein, MasterCard, Nectar Card, andmany more.

Hardback | £22.50 | February 2009978 0 7494 5275 9

NEW.StrategicAlliances andMarketingPartnershipsGaining CompetitiveAdvantage throughCollaboration andPartnering

Richard Gibbs, Andrew Humphries

Based on solid research, Strategic Alliances andMarketing Partnerships will help your students tounderstand how business partnerships functionand how they can be managed more effectivelyand efficiently to increase business success.

CONTENT INCLUDES: Introduction: Placing a valueon your key commercial partnerships; Thebusiness of partnering; The evolution ofpartnership-driven business strategies; Theobstacles and drivers of successful partnerships;Relationship marketing; Understandingpartnership and alliance dynamics; Working hardat the ‘soft’ factors; The Gibbs+HumphriesPartnership Types; Making partnerships andalliances work for you.

RICHARD GIBBS is an expert in relationshipmarketing and has held senior positions in majorcompanies, including Xerox and Novell Inc. Hehas a PhD from University of Gloucestershire, UK,and an MBA from Henley Management College,UK. ANDREW HUMPHRIES is currently CEO ofSCCI Ltd. He has a PhD from Cranfield School ofManagement, UK, and an MBA from the OpenUniversity, UK.



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MarketingCommunicationsAn Integrated Approach4th EditionPaul R Smith, Jonathan Taylor

“This is the single mostcomprehensive marketingcommunications text…

the chapters explore and integrate all elevencommunications tools… [the book] opens up marketingand communications in a sometimes frightening, oftenhumorous and always enlightening way.”Professor Merlin Stone, IBM Professor ofRelationship Marketing, Bristol Business School,UWE

FREE CD ROM FOR LECTURERS

Marketing Communications rapidly establisheditself as an international best-seller, and has beenlisted as a “marketing classic” by the MarketingSociety and as a “marketing major” by theChartered Institute of Marketing. The book isrecommended reading for the CIM’s MarketingCommunications module in the new ProfessionalDiploma in Marketing. The authors’ real businessunderstanding of marketing communications isuniversally acclaimed and has proved popularwith students and practitioners alike.

CONTENT INCLUDES: Part 1: The background to thecommunications process; Part 2: The marketingcommunication tools.

PAUL R SMITH is a senior examiner for the CharteredInstitute of Marketing’s eMarketing Award.JONATHAN TAYLOR is Chairman of Visionpoint andlectures in marketing at the University of NorthLondon, UK.

Paperback | £35.00 | 2004978 0 7494 4265 1

FORTHCOMING.Successful SellingSkillsRichard Denny

CONTENT INCLUDES: Introduction; Can you sell?;Identify your customers; Selling in-house; Sellingout-house; Planning and preparation; Salesexpertise; The classic presentation; Objections toreassurance; Be proud of your price; Presenting aproposal; Some great tips; Index.

RICHARD DENNY is a highly successful businessmanand renowned expert on all aspects of sales andselling. He is also the author of Winning NewBusiness, Motivate to Win, Communicate to Win andSucceed for Yourself (all published by Kogan Page).

Paperback | £8.99 | May 2009978 0 7494 5410 4

NEW.Develop YourMarketing SkillsRuth Gosnay, Neil Richardson

SAMPLE CONTENT INCLUDES: Introduction;Marketing: separating fact from fiction; Themarketing environment; Right time, right place,right quantity, right condition; Howcommunication works; Services marketing vsmarketing services; How to create a marketingplan; Sustainable marketing in the 21st century.

RUTH GOSNAY is a Senior Lecturer in Marketing atLeeds Business School, UK. NEIL RICHARDSON is amarketing lecturer at Leeds Business School andis actively involved in marketing research.

Paperback | £8.99 | October 2008978 0 7494 5395 4

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Marketing

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NEW.EmotionomicsLeveraging Emotions forBusiness SuccessDan Hill

“Dan Hill’s book is a revelation.”Philip Kotler, S C Johnson Distinguished Professorof International Marketing, Kellog School ofManagement, Northwestern University, US

People are emotional decision-makers, andEmotionomics helps marketing students tounderstand emotions in terms of consumerdecision making. It draws on insights gatheredthrough facial coding and teaches students howthey can leverage emotions for business success.

CONTENT INCLUDES: Why emotions matter: Thenew mental model; The science of facial coding;Emotions and motivations; Marketplaceapplications: Branding; Offer design, packagingand usability; Advertising; Sales; Retail andservice; Workplace applications: Leadership;Employee management; Afterword.

DAN HILL is a recognized authority on the role ofemotions in consumer and employee behaviour,and an expert in facial coding as an aid inmeasuring people’s decision-making processes. Heis the founder and president of Sensory Logic – ascientific, research-based consultancy in the US.

Hardback | £19.99 | November 2008978 0 7494 5399 2

FORTHCOMING.The Ethical ExecutiveAvoiding the Traps of theUnethical WorkplaceRobert Hoyk, Paul Hersey

Published with Stanford University Press

This book outlines 44 common unethical trapsfound in the workplace – and how to avoid them.

CONTENTS INCLUDE: Foreword; Trapped!; Why dotraps exist, and what are they?; Why this isn’t justanother business ethics book; A word aboutresearch; Primary traps; Defensive traps; Personalitytraps; Analyzing dilemmas; Final Words.

DR. ROBERT HOYK is a Clinical Psychologist with anextensive background in psychological research.DR. PAUL HERSEY is a behavioural scientist and aDistinguished Professor of Leadership Studies atNova Southeastern University, USA.


MarketingEssential Principles, NewRealitiesJonathan Groucutt, PeterLeadley, Patrick Forsyth

“A thorough and thought-provoking text for students and practitioners alike.”Dr. John W. Lang, University of Cambridge, UK

FREE CD ROM FOR LECTURERS

SAMPLE CONTENT INCLUDES: What is marketing?;Segmenting, positioning and targeting; Marketingresearch; Marketing and strategy; Products andbrands; Price and pricing strategies; Promotion;Placement, distribution and logistics.JONATHAN GROUCUTT is a Senior Lecturer at OxfordBrookes University, UK. PETER LEADLEY was SeniorLecturer in Marketing at the University ofHumberside, UK. PATRICK FORSYTH runsTouchstone Training & Consultancy.

Paperback | £27.50 | 2004978 0 7494 4114 2

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NEW.The Art ofCreative ThinkingHow to be Innovative andDevelop Great IdeasJohn Adair

“This book will excite every intelligent reader and isboth thought-provoking and well written.”Professional Manager

The Art of Creative Thinking provides clear,practical guidelines for students who want todevelop their powers as a creative thinker. Usingexamples of entrepreneurs, authors, scientists andartists, John Adair illustrates a key aspect ofcreativity in each chapter. Stimulating andaccessible, this book will help students tounderstand the creative process, overcome barriersto new ideas, learn to think effectively anddevelop a creative atttitude.

CONTENT INCLUDES: Introduction; On humancreativity; Use the stepping stones of analogy;Make the strange familiar and the familiarstrange; Widen your span of relevance; Practiseserendipity; Chance favours only the preparedmind; Curiosity; Keep your eyes open; Listen forideas; Reading to generate ideas; Keep anotebook; Test your assumptions; Make better useof your depth mind; Do not wait for inspiration;Sharpen your analytical skills; Suspendjudgement; Learn to tolerate ambiguity; Drift,wait and obey; Sleep on the problem; Working itout; Think creatively about your life; Appendices

JOHN ADAIR is acknowledged internationally as anauthority on leadership. The world's firstProfessor of Leadership Studies, John has recentlyreceived the Lifetime Achievement in LeadershipAward, and China has made him its firstHonorary Professor of Leadership. He is theauthor of over 50 books and articles on leadershipand management development.

Paperback | £9.99 | February 2009978 0 7494 5483 8

AdlandA Global History of AdvertisingMark Tungate

“Immensely readable.”Sir Martin Sorrell, CEO, WPP

Adland is a ground-breaking examination ofmodern advertising.

SAMPLE CONTRIBUTORS INCLUDE: Jean-Marie Dru,President and CEO, TBWA; John Hegarty,Chairman and Worldwide Creative Director,BBH; Maurice Levy, President, Publicis Group;Sir Alan Parker, Keith Reinhard, ChairmanEmeritus of DDB Worldwide; Kevin Roberts,CEO Worldwide, Saatchi & Saatchi; Sir MartinSorrell, CEO, WPP; Cilla Snowball, Chairman,AMV.BBDO.

MARK TUNGATE is a journalist specializing in media,marketing and communication. He is also theauthor of the bestselling Fashion Brands andBranded Male.

Hardback | £18.99 | 2007978 0 7494 4837 0

Ads to IconsHow Advertising Succeeds in aMultimedia AgePaul Springer

“A very timely and importantcontribution as the communications

industry and all those within it face up to thechallenges of the multimedia, digital age.”John Bartle, co-founder, Bartle Bogle Hegarty

CONTENT INCLUDES: Cases: Rethinking mass media;Widening formats; Events-driven; Shapingproduct experiences; Digital persuasion; Onlinespaces; Context: The new media landscape; Thenew job landscape; Closer; Where advertisingstops and marketing begins.

DR PAUL SPRINGER specializes in the relationshipbetween products, people and masscommunication. He co-directs the internationalAdvertising Masters course at BuckinghamChilterns University College, UK.

Hardback | £29.99 | 2007978 0 7494 4936 0


Branding

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NEW.The LuxuryStrategyBreak the Rules ofMarketing to Build LuxuryBrandsJean-Noel Kapferer,Vincent Bastien

The Luxury Strategy explains the differencebetween ‘premium’ and ‘luxury’, and sets out therules to be applied to the luxury marketing mix(the opposite of those for classic marketing).

Based on the highly original methods that wereused to transform small family businesses such asFerrari, Louis Vuitton, Cartier, Chanel, Bulgari,Gucci and Prada into global brands, it describes toyour students how to implement a luxury strategywithin a company and delivers clear principles forbecoming – and remaining – ‘luxury’.

CONTENT INCLUDES: Introduction: To be or not to beluxury; Back to luxury fundamentals: In thebeginning there was luxury; The end of aconfusion: premium is not luxury; Anti-laws ofmarketing; Facets of luxury today; Luxury brandsneed specific management: Customer attitudes vis-à-vis luxury; Developing brand equity; Luxurybrand stretching; Qualifying a product as luxury;Pricing luxury; Distribution and the internetdilemma; Luxury communications; Financial andHR management of a luxury company; Luxurybusiness models; Entering luxury and leaving it;Learning from luxury; Conclusion: Luxury andsustainable development.

JEAN-NOËL KAPFERER: Please see page 5 for thisauthor’s profile.VINCENT BASTIEN is one of the most experiencedsenior managers in the luxury business. FormerlyMD of Louis Vuitton Malletier and CEO of YvesSaint Laurent Parfums, he has held senior posts atsome of the world’s most prestigious luxurybrands. He is now Affiliate Professor at HECParis, where he teaches Strategy in Luxury.


NEW.Brand ImmortalityHow Brands Can Live Longand ProsperHamish Pringle, PeterField

“Pringle and Field expertly use theory and cases todemonstrate that brands can remain alive andhealthy indefinitely if handled with competence andimagination.”Philip Kotler, S C Johnson DistinguishedProfessor of International Marketing, KelloggSchool of Management, Northwestern University,US

Brand Immortality examines how many of thebest-known and widely accepted theories andtools of marketing work against brandimmortality, not for it. Drawing on the IPAEffectiveness Awards case histories, it distils keylessons and winning brand strategies to helpstudents ensure brand immortality.

SAMPLE CONTENT INCLUDES: Why immortalityshould matter to investors; How brandarchitecture affects brand resilience; Introductionto the dangers of strategic thinking models; TheAnsoff Matrix; The Boston Matrix; Porter’s FiveForces; The FCB grid; Maslow’s Hierarchy ofNeeds; General learning; Brand strategies acrosscategories; Future threats and opportunities forbrands; What does this all add up to for brands?

HAMISH PRINGLE is Director General of the IPA(Institute of Practitioners in Advertising). PETER FIELD has managed the planningdepartments of Bates and Grey, and is co-authorof the IPA report Marketing in the Era ofAccountability.

Hardback | £30.00 | November 2008978 0 7494 4928 5


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NEW.BrandedEntertainmentProduct Placement &Brand Strategy in theEntertainment BusinessJean-Marc Lehu

“Well researched and replete with examples, thishighly readable book is a must for anyone interestedin marketing and communications.”Choice USA

Branded Entertainment explains to students howproduct placement, a long-time phenomenon infilms, has gone beyond this to embrace all media.The book also discusses the future possibilities forusing this form of promotion to recreate anemotional connection with customers and howthe multimedia opportunities afforded byadvances in technology can be exploited.

CONTENT INCLUDES: Origins of and reasons forproduct placement; Advantages and methods ofthe use of product placement; Brandedentertainment in all its forms; Brand integration.

JEAN-MARC LEHU is Associate Marketing Professorat Panthéon Sorbonne University. He is also aconsultant in marketing and communications andconducts research on customer loyalty and brandmanagement. He is the author of BrandRejuvenation (also Kogan Page).

Paperback | £17.99 | December 2008 978 0 7494 5337 4

Branded MaleMarketing to MenMark Tungate

“Offers an interesting theory ofhow the modern male has beenformed.”Velocity

Branded Male discusses the evolution of the male consumer and ways to tap into the still-underdeveloped male market. Examining popularstrategies for marketing to men, the book analyseshow to brand products and services for the malemarket.

CONTENT INCLUDES: Skin; Cloth; Diet; Home;Wheels; Travel; Words; Gadgets; Hotels; Pictures;Body; Alcohol; Restaurants; Sex

MARK TUNGATE: Please see page 6 for this author’sprofile


Fashion BrandsBranding Style from Armani to Zara2nd EditionMark Tungate

This new edition of theinternational best-seller Fashion Brands explores thepopularization of fashion and explains to yourstudents how marketers and branding experts haveturned clothes and accessories into objects of desire,with many first-hand interviews with key players.

CONTENT INCLUDES: Introduction; A history ofseduction; Fashioning an identity; When hautecouture meets high street; The designer as brand;The store is the star; Anatomy of a trend; Theimage-makers; They shoot dresses, don’t they?;This year’s model; Celebrity sells; Press toimpress; The collections; Accessorize all areas;Retro brands retooled; Targeted male; Urbanathletes; Virtually dressed; Rise of the bloggers;Brave new market; The faking game; Behind theseams; Style goes back to the future; Conclusion

MARK TUNGATE: Please see page 6 for this author’sprofile

Hardback | £18.99 | August 2008978 0 7494 5305 3


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NEW.Ethics in PublicRelationsA Guide to Best Practice2nd EditionPatricia J Parsons

“(Provides) a framework for understanding ethicalissues, developing attitudes that supportprofessionalism and credibility in the field, andassisting in everyday ethical decision making.”Journal of Mass Media Ethics

Ethics in Public Relations gives students the toolsand knowledge they need to make defensibledecisions, and outlines the important ethicalconcerns in public relations and corporatecommunications. Written in a practical andapproachable style, the book offers clear insightsinto the personal and professional issues thataffect public relations practitioners.

CONTENT INCLUDES: New profession or one of theoldest?; Untangling the web: the truth and otherstrangers; The issue of trust; Whose rights areright?; The trouble with rules; Robin Hoodethics; Ethics and the practitioner; Your staircaseto respect; Ethics codes; Sex and the single (ornot) PR practitioner; Strategies and dilemmas; PR ethics and the media; Persuasion – orpropaganda?; Good causes and bad taste;Authorship and deception; Organizations, ethicsand PR; Making decisions; PR and the corporateethics programme; Making business accountable.

PATRICIA J PARSONS is Associate Professor and pastchair of the Department of Public Relations atMount Saint Vincent University in Nova Scotia,Canada. She also runs a consultative practice inhealthcare communication and PR: BiomedicalCommunications Inc.

Paperback | £19.95 | November 2008978 0 7494 5332 9

FORTHCOMING.Online PublicRelationsA Practical Guide toDeveloping an OnlineStrategy in the World ofSocial Media2nd EditionDavid Phillips, Philip Young

This second edition is a timely and authoritativeoverview of the new online PR. Online PublicRelations shows students how to use this potentand energizing medium intelligently andeffectively, exploring the growth of social mediasites such as Facebook, MySpace, Bebo, Flickr,etc, and of virtual environments, virtualcommunities, information sharing sites and blogs.

CONTENT INCLUDES: Everybody’s public relations; A shift in culture, communication and value;Strategy for online PR; Influences on present dayPR practice; A look at the future of online PR

DAVID PHILLIPS is an online public relations pioneer.He lectures at Gloucester University, UK andEscola Superior de Comunicação Social, Portugaland is also the Head of Digital consultancy atPublicasity. He is a Fellow of Chartered Institute ofPublic Relations and the Society of NewCommunications Research. PHILIP YOUNG is asenior lecturer in public relations at the Universityof Sunderland, UK. He is also lead researcher onthe European Public Relations Education andResearch Association's EuroBlog project.

Paperback | £19.99 | May 2009978 0 7494 4968 1

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New Strategies for Reputation ManagementGaining Control of Issues, Crises & Corporate Social ResponsibilityAndrew Griffin

Drawing on a diverse and global range of topical case studies and examples,this ground-breaking book encourages students to examine the ways they canprepare for and manage crises, wrest back control of key issues and change theterms of debate on social responsibility.

CONTENT INCLUDES: Introduction; Reputation management today; Thecorporation under fire; Regaining the reputation initiative; Crisis management– leadership in a tried and tested system; Issues management – shaping theagenda; Social responsibility – your initiatives on your initiative; Turning thecorner – the corporation on the couch.

ANDREW GRIFFIN is managing director of Regester Larkin, the internationalreputation risk management consultancy.

Also in the PR in Practice series

Hardback | £30.00 | 2007978 0 7494 5007 6

Co-published with The CharteredInstitute of Public RelationsCHARTERED INSTITUTE OF PUBLIC RELATIONS

CIPR

Evaluating Public RelationsA Best Practice Guide to PublicRelations Planning, Research andEvaluation2nd EditionTom Watson, Paul Noble

Paperback | £17.99 | 2007978 0 7494 4979 7

Public RelationsA Practical Guide to the Basics2nd EditionPhilip Henslowe

Paperback | £17.99 | 2003978 0 7494 4072 5

Effective WritingSkills for PublicRelations4th EditionJohn Foster

Paperback | £17.99 | June 2008978 0 7494 5109 7

Effective InternalCommunication2nd EditionLyn Smith, Pamela Mounter

Paperback | £17.99 | July 2008978 0 7494 5265 0

Risk Issues and CrisisManagement in PublicRelationsA Casebook of Best Practice4th EditionMichael Regester, Judy Larkin

Paperback | £17.99 | June 2008978 0 7494 5107 3

Public RelationsStrategy2nd EditionSandra Oliver

Paperback | £16.99 | 2007978 0 7494 4865 3


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FORTHCOMING.Public Relationsand the SocialWebHow to Use Social Mediaand Web 2.0 inCommunicationsRob Brown

Public Relations and the Social Web explores theway in which communications are changing andlooks at what this means for communicatorsworking across a range of industries, fromentertainment through to politics. The bookexamines emerging public relations practices inthe digital environment and shows students howdigital public relations campaigns can bestructured, including information on newcommunication channels such as blogs, wikis,RSS, social networking and SEO.

CONTENT INCLUDES: What happened tocommunications; The implications forcommunicators; The lunatics have taken over theasylum; The new channels; Search engineoptimisation; The power of the new media; The new ethics; The blurring of channels; Thebattle for influence at the digital frontier; DigitalPR architecture; Tools of the trade; Evaluationand measurement; The major players; The nextbig thing.

ROB BROWN has run his own media PR businessand worked as PR Director for McCannErickson. He now works for Staniforth, part ofthe TBWA Group, as its UK Managing Director.

Hardback | £19.99 | April 2009978 0 7494 5507 1

NEW.The Retail ValueChainHow to Gain CompetitiveAdvantage throughEfficient ConsumerResponse (ECR)StrategiesSami Finne, HannaSivonen

The Retail Value Chain analyses the changes in theretail industry and the strategic options now opento companies, describing the key concepts ofEfficient Consumer Response (ECR). Includingexpert opinions, real-life case examples and aglobal study of shopper information sharing, The Retail Value Chain is essential reading forstudents of retail and channel marketing.

CONTENT INCLUDES: Change drivers in the retailvalue chain; Retail formats; Collaboration in theretail value chain; Demand management; Storeoperations; Information technology trends in theretail value chain; Loyalty programmes andcustomer information sharing; The future

SAMI FINNE is a Principal Consultant and thesector leader for the Retail & Consumer Productssector in Capgemini Consulting Finland. He is avisiting lecturer for Helsinki School ofEconomics, Finland. HANNA SIVONEN is a SeniorConsultant for Capgemini Finland, and has alsocarried out several strategic studies of global retailtrends for leading Finnish retailers.



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FORTHCOMING.Logistics andRetailManagementEmerging issues and newchallenges in the retailsupply chain3rd EditionJohn Fernie, Leigh Sparks

This third edition of Logistics and RetailManagement has been substantially updated totake account of recent developments in retaillogistics. The book brings together well-knownacademics and practitioners, who share theirresearch, ideas and experience of current thinkingon supply chain management in retail. Newchapters cover availability and environmentalissues, along with substantially revised chapters onRFID and Tesco’s supply chain management.

CONTENT INCLUDES: Changes and challenges;Relationships in the supply chain; Theinternationalisation of the retail supply chain;Market orientation and supply chainmanagement in the fashion industry; Fashionlogistics and quick response; Agile merchandisingin the European textile fashion industry; Tesco’ssupply chain management; Temperaturecontrolled supply chains; On-shelf availability inUK grocery retailing; The development of e-taillogistics; RFID; The greening of retail logistics.

JOHN FERNIE is Professor of Retail Marketing atHeriot-Watt University, UKLEIGH SPARKS is Professor of Retail Studies at theUniversity of Stirling, UK

Paperback | £35.00 | April 2009978 0 7494 5407 4

FORTHCOMING.RetailingLogistics andFresh FoodPackagingManaging Change in theSupply ChainKerstin Gustafsson,Gunilla Jönson, DavidSmith, Leigh Sparks

The international practitioner and academic authorteam behind Retailing Logistics and Fresh FoodPackaging analyse state of the art packaginglogistics for fresh food retailing and draw onprimary research in the UK, Europe and the USA.The book demonstrates the benefits to be gainedfrom adopting new techniques and provides lessonson how to achieve successful implementation.

It will help students understand the changes andopportunities in modern fresh food supply chainsand show them how they can overcome thechallenges.

CONTENT INCLUDES: Packaging logistics and freshfood retailing; Retail leadership in fresh foodchannels; Fresh food retail logistics; Packagingand fresh food; Packaging logistics decisionmatrix - change management; Major case studies;Application case studies; Change drivers inpackaging logistics.

KERSTIN GUSTAFSSON is Planning Manager at theSwedish public transport organizationSkanetrafiken. GUNILLA JÖNSON is Professor inpackaging logistics at Lund University, Sweden,Dean for the Engineering Faculty at LundUniversity and Adjunct Professor at the School ofPackaging, Michigan State University, USA. DAVIDSMITH is Principal Consultant for DLG Logistics,UK. LEIGH SPARKS is Professor of Retail Studies atthe Institute for Retail Studies, University ofStirling, UK.

Paperback | £30.00 | March 2009978 0 7494 5517 0

FORTHCOMING.Private LabelTurning the Retail BrandThreat into Your BiggestOpportunityKeith Lincoln, LarsThomassen

Private Label is a powerful and compelling bookof international scope on both the dangers andthe opportunities posed by the rapid growth inrecent years of private label or retail brands (thoseowned, sold and distributed by retailers). Usingresearch data from a range of global sources, aswell as utilizing a comprehensive survey theauthors carried out with Saatchi & Saatchi X,Private Label is a gripping and persuasive study ofthe world of “own brands” and their impact onglobal markets.

CONTENT INCLUDES: Introduction: the newprivatization; Understanding the opportunity;Identifying the opportunity; Retailizing the brandopportunity; Retailizing the retailer opportunity;Conclusions; Postscript: Privatizing the brand

KEITH LINCOLN is a visiting lecturer at INSEADBusiness School and London Business School. LARS THOMASSEN has worked in advertising forover 30 years, most recently at BBDO. He is nowCEO of Walls, a leading international propertydeveloper. LINCOLN and THOMASSEN are co-authors of How toSucceed at Retail and of Retailization (withAnthony Aconis).

Paperback | £14.99 | May 2009978 0 7494 5593 4

FORTHCOMING.How to Succeed atRetailWinning Case Studies andStrategies for Retailers andBrands

Keith Lincoln, Lars Thomassen

How to Succeed at Retail encourages students tobecome ‘retail obsessed’ and to think strategically,creatively and operationally in a retail context. Itillustrates success in action with 25 winninginternational case studies, and concludes bysetting out an operational methodology to beapplied across the industry sectors.

CONTENT INCLUDES: Apple; Assa Abloy; Bose;Courvoisier; Dyson; Easyjet; Gillette; Gooh!;Guinness; Hennes & Mauritz; Holland &Holland; Innocent; Karmaloop; Oliviers & Co.;P&G; Peroni; Red Bull; REI; Senseo; Starbucks;Superquinn; Tchibo; Whole Foods Market;Yoyamart; Zara.

KEITH LINCOLN, LARS THOMASSEN: Please see left forthese author’s profiles.

Paperback | £14.99 | May 2009978 0 7494 5594 1

Also by these authors

RetailizationBrand Survival in the Age ofRetailer PowerKeith Lincoln, Anthony Aconis,Lars Thomassen

Hardback | £22.50 | 2006978 0 7494 4689 5


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MalcolmMcDonald onMarketingPlanningUnderstanding MarketingPlans and StrategyMalcolm McDonald

“Takes us through the entire process, starting withthe fit of marketing planning with corporateplanning, marketing audit and formulation ofstrategy through to development and implementationof the plan.”Professional Marketing

This information-crammed guide to marketingplanning is perfect for students who need apractical overview of the process. Snappy andsuccinct, Malcolm McDonald on MarketingPlanning helps them to appreciate the benefits ofrigorous marketing planning and will guide themthrough the production of a marketing plan madeto work in the real world.

CONTENT INCLUDES: Introduction; Understandingmarketing planning; How marketing planning fitswith corporate planning; The strategic marketingplanning process and the marketing plan;Defining markets and segments prior to planning;Understanding products and services prior toplanning; Setting marketing objectives andstrategies; Advertising and sales promotionstrategies; Sales strategies; Price strategies; Place(distribution and customer service) strategies;Information and organization; Makingmarketing planning work; Next steps…

PROFESSOR MALCOLM MCDONALD enjoys a globalreputation as a leading authority on marketing.He was until recently Professor of Marketing andDeputy Director at Cranfield University School ofManagement,UK, and is now Emeritus Professorat the university as well as being HonoraryProfessor at Warwick Business School, UK.

Paperback | £12.99 | 2007978 0 7494 5149 3

QuestionnaireDesignHow to Plan, Structureand Write Survey Materialfor Effective MarketResearch2nd EditionIan Brace

“Provides students and practitioners of marketresearch with general rules and principles to be usedin creating a questionnaire.”Journal of Economic Literature

This new edition of Questionnaire Design explainsthe role of questionnaires in market research andlooks at when and how they should be used.

CONTENT INCLUDES: Objectives in writing aquestionnaire; The data collection media;Planning the questionnaire; Types of question anddata; Rating scales; Applications; Writing thequestionnaire; Laying out the questionnaire;Online questionnaires; Piloting the questionnaire;Ethical issues; Social desirability bias

IAN BRACE is Research Director at TNS UK, aVisiting Fellow in market research at BristolBusiness School, UK, and currently vice chairmanof the council of the Market Research Society anddeputy chair of the MRS Professional StandardsCommittee. He is also co-author of AnIntroduction to Market and Social Research,published by Kogan Page.

Paperback | £25.00 | August 2008978 0 7494 5028 1

�Order your inspection copies now!*To order inspection copies please complete this form and return to:Alice French, Kogan Page, FREEPOST, 120 Pentonville Rd, London, N1 9BROr, if you are posting from overseas, please send to: Kogan Page Publishers, 120 Pentonville Road, London N1 9JN, UKOr email the following details to: [email protected] Or visit www.koganpage.com

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Adland 9780749448370

Ads to Icons 9780749449360

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Brand Immortality 9780749449285

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Branded Male 9780749450113

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Ethics in Public Relations 9780749453329

Evaluating Public Relations 9780749449797

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The New Strategic Brand Management 9780749450854

New Strategies for Reputation Management 9780749450076

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Private Label 9780749455934

Public Relations 9780749440725

Public Relations and the Social Web 9780749455071

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Questionnaire Design 9780749450281

The Retail Value Chain 9780749454562

Retailing Logistics and Fresh Food Packaging 9780749455170

Retailization 9780749446895

Risk Issues and Crisis Management in Public Relations 9780749451073

Scoring Points 9780749453381

Strategic Alliances and Marketing Partnerships 9780749454845

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