Ambush at Fort Bragg

Business & Money

Tom Wolfe

Business Culture

Unknown

What’s beer all about? It’s certainly not about brewing. Canada’s two largest breweries continue to slug it out over products that, with a few exceptions, taste pretty much the same to the average Canadian beer-drinker. In fact, it was the average “Joe,” with his“I am Canadian” rant, who initiated the most recent skirmish in the decades-long battle for Canada’s beer drinking money. The nationalism palpable, the beer mostly invisible, “I am Canadian” became a brand-saving salvo in the re-launch of Canadian.
Business writer Paul Brent examines the business of big beer in Canada, revealing the foibles and follies of a multi-million dollar industry. Beginning with a behind-the-headlines look at some of Canada’s most famous ad campaignsone that may have some of this country’s marketing mavens squirming in their CalvinsBrent finds two giant companies virtually unchallenged across the country. Here is the history behind Canada’s all-powerful beer duopoly, including revealing portraits of the larger-than-life personalities who run the breweries, and a blow-by-blow account of their current operations. Brent investigates how Molson lost market share to Labatt in the 90s, and then won much of it back with the Canadian rant, as well as the breweries’ sometimes brilliantand often disastrousforays into rock music and sports ownership. He goes into the bar-room backrooms to provide some eye-opening facts about how the breweries manage to retain their hold on the market.
Lager Heads is also a story of what makes us Canadian, how the big breweries have cannily hijacked our cultural touchstones to drive their own marketing efforts, and how beer itself has become a ubiquitous part of the Canadian cultural landscape.
A wholly entertaining and provocative read, Lager Heads will have Canadians everywhere talkingover a beer.

Lager Heads

Brent, Paul

Marketing & Sales

HarperCollins, Publishers

In this wide-ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the most important myth that dominates much of radical political, economic, and cultural thinking. The idea of a counterculture -- a world outside of the consumer-dominated world that encompasses us -- pervades everything from the antiglobalization movement to feminism and environmentalism. And the idea that mocking or simply hoping the "system" will collapse, the authors argue, is not only counterproductive but has helped to create the very consumer society radicals oppose. In a lively blend of pop culture, history, and philosophical analysis, Heath and Potter offer a startlingly clear picture of what a concern for social justice might look like without the confusion of the counterculture obsession with being different.

THE REBEL SELL: Why the Culture Can't Be Jammed

Potter, Andrew

Heath, Joseph

Harpercollins Canada

One Minute Manager: Salesperson (The One Minute Manager)

Kenneth H. Blanchard

Management & Leadership

Willow Books

Strategic Marketing for the Digital Age

Bill Bishop

Why is it that Casio can sell a calculator more cheaply than Kellogg’s can sell a box of corn flakes? Why can FedEx absolutely, positively” deliver your package overnight but airlines have trouble keeping track of your bags? What does your company do better than anyone else? What unique value do you provide to your customers? How will you increase that value next year? As customers’ demands for the highest quality products, best services, and lowest prices increase daily, the rules for market leadership are changing. Once powerful companies that haven’t gotten the message are faltering, while others, new and old, are thriving. In disarmingly simple and provocative terms, Treacy and Wiersema show what it takes to become a leader in your market, and stay there, in an ever more sophisticated and demanding world.

The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market

Treacy, Michael and Wiersema, Fred

Reading, Ma: Addison-Wesley Publishing Company, 1995

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.

Focus: the Future of Your Company Depends on It

Ries, Al

Harper Business

Packed with innovative ideas, entertaining examples, and unique research, this landmark book shows how to develop a global marketing program that uses digital technology to its fullest potential.

Global Marketing for the Digital Age: Globalize Your Business With Digital and Online Technology

BISHOP, BILL

The End of Marketing As We Know It

Sergio Zyman

Right Side Up: Building Brands in the Age of the Organized Consumer

The world of marketing and branding is in the midst of a breathtaking series of transformations But the new ideas and insights currently causing such a buzz within the marketing fraternity are simply preparing the ground for the even greater transformation looming on the horizon - win-win marketing. 'Old' marketing was part of the most formidable wealth creation system the world has ever seen - mass production, distribution and advertising created win-win benefits for manufacturers, retailers, media owners and consumers alike. But now that system is running out of steam, disintegrating under the pressure of an emerging information age: FACT: Car manufacturers now spend more on selling and distributing their cars than they do on assembling them. TV ads seen by 50 million viewers 'talk to' less than one million private buyers. 'New' marketing can be seen at work in the way Dell do business. The customer specifies what he wants and Dell deliver it. No fortunes are spent on advertising and promotions, the customer gets a better computer, cheaper and Dell wins business. Tomorrow's superbrands won't be those who simply apply the latest marketing tools, techniques and concepts, they'll be the ones who invent brand new win-win business systems. With the emphasis on front-line reporting of the leading-edge movers and shakers of marketing, this sophisticated and authoritative account by leading marketing journalist Alan Mitchell is a brilliant analysis of the key drivers shaping the development of successful marketing and branding strategies, and how to turn them to practical advantage. Win-Win Marketing amounts to a marketing bible for the information age.

Mitchell, Alan

Harpercollins Pub, Ltd.

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