This book offers an introduction to Afrikaans for the student with no previous knowledge of the language, especially those who wish to study at home. Grammar, syntax and vocabulary are introduced in stages, and exercises are provided. There is also a guide to pronunciation.

Teach Yourself Afrikaans Complete Course

Van Schalkwyk, Helena

Literature & Fiction

NTC Publications

Goodthinking is Wendy Gordon’s personal guide to qualitative research theory, methods and practice based on 30 years experience in the field. 
This easy-to-read book charts the birth of qualitative research, its growth and subsequent maturity as a recognised component of the marketing toolbox. It also provides valuable insights into how the author’s thinking about qualitative research has evolved in response to the changing demands of the marketplace. 
The main qualitative methods are reviewed, with a particular focus on group discussions and how best to use and moderate them. There are also chapters on effective communication, projective techniques, models of thinking, advice on dealing with the pitfalls of stimulus material and positionings/propositions, lateral ways of dealing with brand development, and much more. 
This important book is required reading for everyone who practices or has a professional interest in qualitative research. It is also a must-read for all those who commission and use qualitative research, particularly branding and marketing professionals and advertising agency account planners.

Good Thinking: A Guide to Qualitative Research

Gordon, Wendy

Business & Money

· What is creativity? · Are highly creative people really different from everyone else? · How do creative people conjure new ideas from thin air? · How can creative people be managed and motivated? · How can their creativity be maximised within your organisation? Creativity is one of today's most fashionable concepts - Government, business and educationalists all worship at its shrine. Creative people are notoriously difficult to manage. Managing them can be complex and challenging, but also immensely rewarding. Tantrums & Talent explores the subtle, sensitive and often stormy relationships between those that sell their creative talent to organisations, and the organizations that employ them. Wide ranging, authoritative and immensely readable, the first edition of Tantrums & Talent was the first book to be published on this vital subject and has become a management classic. Completely revised and updated this new edition contains the latest research evidence and is a must-read for everyone concerned with getting the best from creative people.

Tantrums and Talent: How to Get the Best From Creative People

Fletcher, Winston

Qualitative Research in Context

Marks, Laura

The Mental World of Brands provides a compelling new startpoint for developing new and better relationships between brand and consumer. It asks: how does the brain work? How does it form memories and associations, and how can we make best use of this knowledge to leverage brands and protect and expand market share? The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process. * Part One takes you to the caverns of the brain and provides a framework for the study of perception, learning, memory and recollection. * Part Two describes the brand-related information that is stored on people's memories. It examines brand awareness, brand meanings, brand emotions, positioning, brand attitudes and brand relationships. * Part Three is a practical overview of research techniques and how these can be applied specifically to brand representations. This important book offers a well-constructed approach to brands and branding, and is vital reading for advertising and marketing professionals, marketing academics and everyone involved with brand research. From the Foreword by Wendy Gordon 'We try to look for new nuggets of insight about the 'consumer-brand relationship' in the same over-mined hole in the earth. Giep Franzen's book guides us to a fertile and exciting new place to dig.'

The Mental World of Brands

Franzen, Giep

Bouwman, Margot

Concepting offers a totally new approach to brands, their development and communication. It is one of the most important new theories in branding and communications of recent times, and is brought to life in this inspiring and practical book, written by the innovator and leading proponent of concepting. A must for all those involved in brand research and innovation, brand and product development, and advertising and marketing communications. The theory of concepting is based on the conviction that companies in many sectors are reaping the last benefits of traditional branding and marketing communications. Twenty or thirty years ago, these could provide enormous competitive advantage; today, this is less and less the case when companies are using the very same marketing and research techniques. Concept brands such as Nike, Ikea, Bennetton, Caterpillar, Ben & Jerry’s and Virgin have paved the way for a new approach to branding. The way they express themselves may be different, but they do have something in common in the way they were created. They are based on strong consumer insights and imagination. They are about attracting consumers with a story, a philosophy, an attitude, and a way of looking at the world. Concept branding offers companies a completely fresh way of developing brands. Instead of the product proposition, delineated markets and target groups, it looks at brand development in terms of concepts. These concepts actually mean something to the consumer, evoking sympathy and identification with the brand, and improving customer loyalty. Concept brands are the future for those wishing to capture their markets in this increasingly converging age. The book looks at such topics as: -Why concepting is necessary -How concepting is a step on from traditional brand development -How concept brands can be used to elicit a more loyal customer base and improve competitive advantage and market share -What are the secrets of successful concept brands, and how can we use them? -The steps to build a concept brand -Communication - the key to concepting. How concept brands are communicated to develop lasting relationships with consumers

Concepting: Creating Successful Brands in a Communications-oriented Era

Rijkenberg, Jan

The way advertising works is not so transparent after all. Advertising does have some sort of hidden power which enables it to influence us without our realising it. The Hidden Power of Advertising presents a radical new challenge to traditional thinking about the way consumers interact with and process brand communication. For over 70 years the universal assumption has been that advertising is only effective if it consciously persuades consumers to choose a particular brand. In such circumstances attention is critical, which is why most of the advertising industry's creative resource is focused on achieving the highest possible levels of interest and awareness. But how is it that advertising can and frequently does work, even when consumers have no conscious awareness of having seen or heard the ads themselves? Recent neuroscientific research has shown that the brain’s capacity to absorb certain types of brand information is far greater than we ever imagined. Building on these findings, Robert Heath is able to explain with exceptional clarity how advertising creates meaningful and enduring brand associations in our minds, even when we pay virtually no attention to it. These associations exert a powerful influence on our intuitive feelings, and can unknowingly drive us to choose and buy particular brands. This mechanism - low involvement processing - turns out to be an especially effective way of getting through to consumers, who in general have little or no interest in learning about brands. Heath shows that low involvement processing has been a major factor behind the success of mega-brands in markets as diverse as insurance, cars, toilet paper, cigarettes, and beer. The Hidden Power of Advertising is a must-read for those involved with creating, planning and researching effective advertising, advertising and marketing academics, indeed anyone interested in the field of advertising and marketing communications.

The Hidden Power of Advertising

Heath, Robert

What is Brand Equity, Anyway? is a must-read for those involved with creating, planning and researching effective brands and advertising. Advertising and marketing academics or anyone interested in the field of advertising and brand strategy should add this book to their collection. What is Brand Equity, Anyway? explores the way in which brands work, the factors that define the making of a strong brand and how brand strength can be measured and monitored. Part two takes this knowledge forward into creating a measurably successful advertising campaign: "Advertising is an expensive business. Those who spend money on it should want to know what results they’re getting. And those who plan and create it should want to find out if what they’re doing is working; and how, and why it’s working (or not), in order to learn how to do it better next time." Feldwick is a master at raising, reasoning and resolving the questions that go to the very heart of the advertiser’s raison d’être. If you are seeking to enter the holy of holies in the world of advertising reading a copy of What is Brand Equity, Anyway? is an advisable first step.

What is Brand Equity, Anyway?

Feldwick, Paul

Marketing & Sales

Targetting Customers

P. Sleight

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