New Releases by Matt Haig

More than simply a comprehensive collection of brand success stories, this text will also help businesses and students to easily identify the factors behind these successes, and to place them into a broader business and social context.

It''s not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world''s global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 ""failures"" into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds'' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).

Mobile marketing [using SMS - the short messaging service to send text messages via mobile phones] is emerging as a direct and powerful way to communicate with customers. This is the first book devoted exclusively to exploring the potential of this new medium.

A guide to using the Internet for a company''s competitive growth and advantage. How Come You Don''t Have an E-strategy? explores: the technology required; e-security; your e-brand; the market; pricing and making money; customers online; promotion/marketing techniques; measuring return on investment (ROI); and more.

A guide that shows how to : understand how email works; write effective business messages; prevent viruses; develop an email policy; send secure messages; create online newsletters and discussion groups; build your emailing list; use email to promote your business; manage your email system and reduce email overload.

Nobody can afford to ignore the impact of the Internet on business; a Web site is no longer an optional extra. Today every business is expected to have a Web site and keep in touch via e-mail, in addition to informing and interacting with their on-line customers. E-Business Essentials provides you with the knowledge necessary to make a success of your e-business activity, whether purely online or as support to your offline business. Reliable, accessible advice is given on a range of topics including: understanding the Internet; creating your Web site; making money online; customer service online; choosing the right search engine; building your e-brand. Whether you are a Net novice or a veteran, this practical guide will provide the information that helps you to capitalise on the unique characteristics of the Internet and harness its power.

A study of the theory and practice of public relations on the Internet. It offers comprehensive advice on every aspect from understanding the difference between real world and virtual publics to PR tricks and techniques that attract new customers and keep the old ones coming back. It features well-known cases and quotes from the founders of successful Web sites.