The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.

Brands Laid Bare: Using Market Research for Evidence-Based Brand Management

Business & Money

Ford, Kevin

Marketing & Sales

wiley

In this extensive revision of his best-selling text, Irwin Goldstein, a leader in the training field, teams up with Kevin Ford, well-known for his work in "the learning organization," to provide readers with a framework for examining and establishing viable training programs in education, business, and government. Capturing the excitement of training research and systems issues, the author discusses training as it occurs in real organizations. Part I focuses on societal training issues, how organizations conduct assessments to understand their training needs, and significant issues in learning and instruction. Part II focuses on the evaluation process, and Part III reviews training programs and procedures.

Training in Organizations: Needs Assessment, Development, and Evaluation (High School/Retail Version)

Goldstein, Irwin L.

Management & Leadership

Wadsworth Publishing

Training in Organizations: Needs Assessment, Development, and Evaluation (with InfoTrac)

Health, Fitness & Dieting

Psychology & Counseling

Cengage Learning'

Kevin began shearing with instruction from his father’s relative, Bernie Nohilly. They were in the village of Kilskeagh during Kevin’s month visit to Galway, Ireland, in 1975. In 1991 he spent two months shearing in the blade sheds of the South Island of New Zealand following a week-long instructional course at which he received blade shearer certification from the New Zealand Wool board. He now annually shears more than 4000 sheep and goats, many of them in small Massachusetts flocks. He has given talks on wool to spinners and sheep breeders organizations, given public demonstrations and workshops, instructed apprentices and written articles on blade shearing. “There is so much useful, hard-to-find information on shearing in this book that it’s required reading for all shearers (even if machine shearers) who want to become more competent at their craft.” — Nathan Griffith, Sheep! Magazine Editor.

Shearing Day: Sheep Handling, Wool Science, and Shearing With Blades

Science & Math

Biological Sciences

Feet on the Ground Pr

Tired of leadership clichés? Ready to become a truly life-changing leader? In The Leadership Triangle, Kevin Ford and Ken Tucker explain the three types of challenges leaders face and the three options they have to choose from to confront these challenges, offering practical tools to help leaders from all walks of life. Weaving together innovative leadership principles and personal conversations with some of the world's greatest leaders in business and the nonprofit world, The Leadership Triangle will become a well-thumbed companion in your own leadership journey. You will learn how to: • Recognize leadership challenges for what they really are • Choose strategies based on the specific challenge you face • Build incredible, high-functioning teams to overcome any challenge • Implement cutting-edge strategies and tools that will revolutionize the teams you lead

The Leadership Triangle: The Three Options That Will Make You a Stronger Leader

Tucker, Ken

Business Culture

Morgan James Publishing

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Books by Ford, Kevin