The Alpha Factor Project: A Revolutionary New Look at What Really Creates Market Dominance and Self-Sustaining Success (Hardcover)

This book reveals secrets that seem so obvious; so why has everyone else missed them?

Author Wes Ball

Brands have become a major player in modern society. In fact they are everywhere. they penetrate all spheres of our life: economic, social, cultural, sporting, even religion. Because of this pervasiveness they have come under growing criticism (Klein, 1999). As a major symbol of our economies and postmodern societies, they can and should be analysed through a number of perspectives: macroecomomics, microeconomics, sociology, psychology, anthropology, history, semiotics, philosophy and so on. In fact our first book on brands was a collection of essays by eminent scholar from all these disciplines (Kapferer and Thoenig, 1989).

This book focuses on the managerial perspective: how best to manage brands. Since brands are now recognised a part of company's capital (hence the concept of brand equity), they should be exploited. Brands are intangible assets, assets that produce added benefits for the business. This is the domain of strategic brand management how to create value with proper brand management. Before we proceed, we need however to clarify the brand concept.

This book provides Entrepreneurs with inside tips for how to value company stock, how to network most effectively to attract the interest of investors, and how to negotiate from strength with prospective investors.

This book shows managers and executives how to communicate effectively with fellow employees from the mailroom to the boardroom, and even between organizations and across industries. Fully accessible and refreshingly nonacademic, it creates an easy to follow map of the world of corporate communication, with workplace-tested approaches for addressing common challenges.

This is a classic book on strategic planning, instructing managers on methods of company analysis (such as financial performance and portfolio) and external analysis (of customers, competitors, and market) that make possible the creation and implementation of strategies for growth, diversification, differentiation and global expansion.

Corporate communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations.

This book integrates marketing with shareholder value to develop an approach for generating marketing strategies that generate growth and shareholder value. It offers marketing MBA's and other professionals ways to evaluate strategies and stimulate more effective and relevant marketing within a company. It redefines marketing as a way to foster the overall growth of a company.