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About Gerard J. Tellis
His new book is titled, How Transformative Innovations Shaped the Rise of Nations: From Ancient Rome to Modern America. To view or buy, copy this link: https://www.amazon.com/gp/product/1783087323/ref=as_li_qf_asin_il_tl?ie=UTF8&tag=gerjtel-20&creative=9325&linkCode=as2&creativeASIN=1783087323&linkId=ccd066b4da60698554c7f3dc4bbfe536
He is an expert in innovation, advertising, new product growth, emerging markets, and global market entry. He has published 5 books and about 200 papers (http://www.gtellis.net ) that have won over 20 awards, including the Long Term Marketing Science, Frank M. Bass, William F. Odell, Harold D. Maynard (twice), and Converse award for lifetime contributions to research. His Google Scholar cites number about 20,000.
Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam, a Senior Research Associate at the Judge Business School, and a Fellow of Sidney Sussex College, Cambridge University, UK. He is President-elect of ISMS, an Associate Editor of Marketing Science and Journal of Marketing Research and has been on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and Marketing Science for several years. He was a Trustee of the Marketing Science Institute and the Treasurer of ISMS for two terms.
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Gerard Tellis, a noted expert on innovation, advertising, and global markets, makes the compelling case that the culture of a firm is the crucial driver of an organization's innovativeness. In this groundbreaking book he describes the three traits and three practices necessary to create a culture of relentless innovation. Organizations must be willing to cannibalize successful products, embrace risk, and focus on the future. Organizations build these traits by providing incentives for enterprise, empowering product champions, and encouraging internal markets.
Spelling out the critical role of culture, the author provides illustrative examples of organizations with winning cultures and explores the theory and evidence for each of the six components of culture. The book concludes with a discussion of why culture is superior to alternate theories for fostering innovation.
- Offers a groundbreaking take on innovation that is driven by a company's culture
- Shows what it takes to create a culture of innovation within any organization
- Based on a study of 770 companies across 15 countries, the origin of 90 radical innovations spanning over 100 years, and the evolution of 66 markets spanning over a 100 years
- Provides numerous mini cases to illustrate the workings of culture
- Written by Gerard Tellis director of the Center for Global Innovation
This must-have resource clearly shows the role of culture in driving relentless innovation and how to foster it within any organization.
- Hamish Pringle, Director General, IPA
'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us'
- Philip Kotler, Kellogg School of Management
'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do'
- Sir Martin Sorrell, CEO, WPP
'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment'
- Lord (Maurice) Saatchi, Chairman, M&C Saatchi
'This magnificent volume captures all we need to know about how advertising works and its context'
- Baroness (Peta) Buscombe, Director General, Advertising Association,
Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA.
Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.
The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work.
The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.