Anatomy Of A Campaign

Senior military commander assesses the reasons behind the ignominious failure of the British campaign in Norway in 1940.

Senior military commander assesses the reasons behind the ignominious failure of the British campaign in Norway in 1940.

How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else again?

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

What can Americans concerned about the environment learn about a campaign to promote clearcutting in New Zealand? This book offers a playbook for a PR effort that could take place anywhere -- and demonstrates the lengths logging firms and governments will go to get what they want. It's a blueprint for an end run around democracy in New Zealand, in Europe, in the United States. Most of us have no way of knowing what goes on behind the news: what isn't true, what we are not being told and who is pulling the strings. This book changes that. Using the example of environmental controversy -- in this case logging of West Coast native forests by the New Zealand state-owned Timberlands West Coast -- Nicky Hager and Bob Burton have produced a remarkable expose of how governments and business interests can use public relations to manipulate political debate. The story that emerges, of unscrupulous PR tactics by the international PR firm Shandwick and a casual policy of telling the public what is useful rather than what is true, serves as a warning and an example of the same forces at work in the United States. Using hundreds of pages of internal PR documents that were leaked by insiders offended at what they saw happening, Secrets and Lies provides a unique window on how PR muscle can steamroll public opinion. We see Timberlands systematically attacking critics, arranging the creation of an 'independent' pro-logging community, group, cultivating allies in academia, government and environmental groups, compromising the independence of politicians and journalists and much more -- all for the unworthy cause of keeping native forest logging going after most New Zealanders believed it should end.

Landing a large, complex opportunity can be challenging for any business Closing the Whales demystifies the process, unlocks the secrets of advanced sales effectiveness, and gives professionals the tools they need to close the big one! Long sales cycles can last for months even a year or more and require a different type of finesse and approach. Often even experienced sales professionals cant foresee the probable hurdles of a successful sales campaign. Bud Suses Closing the Whales helps sales professionals rethink their strategies, offering a new way of looking at the process of closing a long, complex sale. He offers real-life examples and insight into where professionals can make the right choices (and the wrong ones). In this book, youll learn: -How to know when you are winning and when you should foldem -How to anticipate potential problems and determine solutions ahead of the curve -How to maintain momentum throughout the sales process -And much more! Let Closing the Whales arm you with the tips and tools to execute outcomes that benefit and grow your business if youre serious about that whale on the horizon, you wont want to put it down.

Why, since the end of World War II, has the United States either lost every war it started or failed in every military intervention it prosecuted? Harlan Ullman's new book answers this most disturbing question, a question Americans would never think of even asking because this record of failure has been largely hidden in plain sight or forgotten with the passage of time. The most straightforward answer is that presidents and administrations have consistently failed to use sound strategic thinking and lacked sufficient knowledge or understanding of the circumstances prior to deciding whether or not to employ force. Making this case is an in-depth analysis of the records of presidents from John F. Kennedy to Barack Obama and Donald Trump in using force or starting wars. His recommended solutions begin with a "brains-based" approach to sound strategic thinking to address one of the major causes of failure ----the inexperience of too many of the nation's commanders-in-chief. Ullman reinforces his argument through the use of autobiographical vignettes that provide a human dimension and insight into the reasons for failure, in some cases making public previously unknown history. The clarion call of Anatomy of Failure is that both a sound strategic framework and sufficient knowledge and understanding of the circumstance that may lead to using force are vital. Without them, failure is virtually guaranteed.

This groundbreaking book provides the first systematic comparison of America’s modern wars and why they were won or lost. John D. Caldwell uses the World War II victory as the historical benchmark for evaluating the success and failure of later conflicts. Unlike WWII, the Korean, Vietnam, and Iraqi Wars were limited, but they required enormous national commitments, produced no lasting victories, and generated bitter political controversies. Caldwell comprehensively examines these four wars through the lens of a strategic architecture to explain how and why their outcomes were so dramatically different. He defines a strategic architecture as an interlinked set of continually evolving policies, strategies, and operations by which combatant states work toward a desired end. Policy defines the high-level goals a nation seeks to achieve once it initiates a conflict or finds itself drawn into one. Policy makers direct a broad course of action and strive to control the initiative. When they make decisions, they have to respond to unforeseen conditions to guide and determine future decisions. Effective leaders are skilled at organizing constituencies they need to succeed and communicating to them convincingly. Strategy means employing whatever resources are available to achieve policy goals in situations that are dynamic as conflicts change quickly over time. Operations are the actions that occur when politicians, soldiers, and diplomats execute plans. A strategic architecture, Caldwell argues, is thus not a static blueprint but a dynamic vision of how a state can succeed or fail in a conflict.