Brand
Leadership (David Aaker/Erich Joachimsthaler),
Free Press, 2000; today's leading thinker on brand,
David Aaker, updates his contribution to the brand
debate, looking at brand in a contemporary context,
including brand leadership, identity and architectures;
branding on the web; brand strategies beyond advertising;
and global branding issues.
Available
from Dymocks and Australian Institute of management
bookstores
Marketing
Management:The Millennium Edition (Phillip
Kotler), Prentice Hall, 2000; the latest edition from
leading marketing academic, Phillip Kotler; comprehensive,
accessible and contemporary reference text on marketing.
Visit
the related website at: www.prenhall.com/kotler
Available
from Dymocks bookstores
Item
2: Quality Website
Check
out one of the very best websites on the internet
economy (including marketing & media issues)at: www.thestandard.com
Rich
content: latest articles, white papers, reports, research
material, breaking news, new technologies
Item
3: Global Brand Survey
International
brand consultancy, Interbrand, released their 2000
survey of the world's leading brands during July.
While Coca Cola is still No.1 in terms of value at
US$72.5 billion, it lost 13% during 1999; 2nd placed
Microsoft, by contrast,gained 24% to reach US$70 billion.
The only non-US company in the top 10, was Finnish
technology group,Nokia. Of the dot.com brands, Yahoo
and Amazon experienced the strongest rises in brand
value.
Item
4: The Law and Marketing
How
current is your understanding of " The Law and Marketing",
especially in relation to online issues?
The
Australian Marketing Institute is hosting an evening
presentation by one of Australia's leading intellectual
property experts, Greg San Miguel, on 22 August at
6:30pm,State Library.
For
more information, visit the AMI website at: www.ami.org.au
,or call Dimity Furness on 9439 6162.
Item
5: Opinion Piece - Marketers as Board Directors
Having
reached your mid-to-late 40s, and achieved senior
marketing status, many corporate marketers face the
big question "Where next"?
One
of the "where nexts" for marketers should be board
directorships (even if it's an advisory board, or
a small listed company).
Very
few marketers aspire to, let alone achieve, appointment
to company boards. In Australia, boards are full of
people from legal and finance backgrounds - but you
can count the number of marketers on the fingers of
your hand.
And
in a business era where customer focus, CRM, brand
equity,e-marketing and the management of shareholder
relations are critical (and growing in importance)-
marketers have a vital role to play in ensuring better
informed board discussions, and adding value to management
strategies and thinking.
So
submit your credentials to professional board seekers
like PRO:NED; build a profile outside your organisation
via speaking engagements, playing an active role in
relevant industry bodies and submitting articles for
publication; actively cultivate networks through key
organisations such as AICD and CEDA; and find well-connected
mentors who will guide your directorial aspirations.
...and
start the process of understanding directors' duties
and responsibilities via the AICD's website, publications,
workshops and seminars
Item
6: B2B Marketplaces
Given
the increasing focus on B2B marketplaces, visit the
website of specialist B2B consultancy, Ariba, and
read their current overview of the key characteristics
and critical success factors of B2B marketplaces at:
"B2B
Marketplaces in the New Economy", www.ariba.com
(go to "Search" and then click on "White Papers")
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