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Dr. Jeffrey F. Durgee RSS Feed (Lally School of Managment and Technology, Rensselaer Polytechnic Institute)

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Advertising Cultures
Advertising Cultures
by Timothy de Waal Malefyt
Edition: Paperback
Price: $32.95
44 used & new from $10.79

3 of 3 people found the following review helpful
5.0 out of 5 stars Scholarly Insights About Advertising World, January 26, 2004
This review is from: Advertising Cultures (Paperback)
This book is to the meaning production world of advertising what Howard Becker's book "Art Worlds" was to the world of art production. The articles in the collection are fascinating thick descriptions of the processes, negotiations, intentionalities and symbolic actions of ad agencies versus client companies versus end consumers as new marketing programs are produced and evolved in the US and around the world.


Emotional Branding: The New Paradigm for Connecting Brands to People
Emotional Branding: The New Paradigm for Connecting Brands to People
by Marc Gobé
Edition: Hardcover
144 used & new from $0.01

26 of 28 people found the following review helpful
5.0 out of 5 stars How to Market to the Heart as Well as the Head, June 18, 2001
This is a great book. If you feel that people largely buy products and services for emotional reasons, and you want to learn more about branding strategies that address consumer emotions, this is for you. I would recommend you first read Lisa Fortini-Campbell's exceptional little book, "Hitting the Sweet Spot", then Chapters 3 and 10 (on "Brand Design" and "Advertising Strategy", by Bobby Calder, Steven Reagan and and Brian Sternthal respectively) in the new book by Dawn Iacobucci, "Kellog on Marketing" and then finish with "Emotional Branding". The Gobe book pulls everything together, yet maintains an unwavering, retriever-like focus on leveraging buyer emotions. Some of the new books like Hill and Rifkin's "Radical Marketing" stress the importance of buyer empathy and passion for the brand, but I have yet to read a book as good as "Emotional Branding" which tells the reader HOW TO DO all of these things.


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