Otsing: 706135

Language: English, Binding: Hardback, Number of pages: 432, Publishers: Atlantic Books, ISBN-13: 9781804711002, Date of issue: 2025

Language: English, Binding: Paperback, Publishers: Atlantic Books, ISBN-13: 9781804711019, Date of issue: 2025

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market§This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization.§Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant§Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors§Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy§David Aaker, the author of four brand books, has been called the father of branding§This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Shortlisted for the Women's Prize for FictionLonglisted for the Desmond Elliott Prize for New FictionEnter a whole new world, in this thrilling debut novel set entirely within a beehive.

Praise for the Second Edition of The Dynamics of Conflict"Mayer once again demonstrates his unique ability to weave theory and practice together with real-world examples?whether about warring nations or a family dispute?to help readers better understand both the fundamentals and nuances involved in working in the conflict arena. The Dynamics of Conflict is a very important read for anyone who works with people in conflict."?Peter Salem, executive director, Association of Family and Conciliation Courts"In his latest book, Mayer explores the theoretical underpinnings of conflict as it relates to cognitive, emotional, and behavioral dimensions. Personal stories and examples provide practical skills in communication and negotiation, including how to deal with power, impasse, and cross-cultural issues. The book is a must-read for conflict resolution professionals and will also be easily understandable to the public at large?a great tool for businesses, parents, governmental agencies, mental health professionals, and educators!"?Nina Meierding, Negotiation and Mediation Training Services; former president, Academy of Family Mediators"Mayer has always provided our field with a dose of common sense, vision, and clarity. With The Dynamics of Conflict we can add cohesion and extraordinary integration. Based on deep experience, these chapters enter our most difficult challenges in ways that offer understanding in the midst of complexity and concrete strategies for response and engagement?a masterful example of approaching conflict with skill and respect. Mayer has gifted us with a book that serves the novice practitioner with guideposts, yet opens ever new and exciting pathways for the seasoned conflict specialist."?John Paul Lederach, professor of international peacebuilding, Joan B. Kroc Institute, University of Notre Dame; author, The Moral Imagination: The Art and Soul of Building PeacePraise for the First Edition"A rare blend of practical experience and theoretical knowledge. Insightful, useful, and thought provoking. I recommend it!" ?William Ury, coauthor, Getting to Yes, and author, The Third Side Autorid: Bernard S. Mayer

Since 1950 there has been a steady increase in mental ill-health across the population. At the same time, there has been a similar steady decline in IQ. There is strong evidence of 'dumbing down' right across society. If this is allowed to continue it will be the greatest threat to the sustainability of the human race, even greater than the more visible threat of climate change.The Global Mental Health Crisis is a direct result of the fact that, over time, the actual size of our brains is getting smaller. This is a historical fact but is entirely reversible with better brain nutrition. This has now reached crisis proportions.In 2023, The European Brain Council recognised that "Brain Health conditions have become a globalhealth emergency". Back in 1972, Graham Rose wrote in the Sunday Times "Unless action is taken to care for the nutrition of the brain 'We will become a race of morons!'Authors Michael A Crawford and David E Marsh have both devoted their lives to this vital area of research. This book is their legacy. In painstaking detail, they put the case of how to reverse the Global Mental Health Crisis. With greater awareness of the problem, its cause and the solution required to make a change, their message could not be clearer. By reading this book you will not be able to say, "We didn't realise".This book may contain complex research and the result of detailed research, but the message is simple. And so is the action we all need to take.We also explain the role of the environment in the evolution of the brain, leading to early Homo sapiens with a brain capacity of over 1,600cc, and explain why it is now only 1,366 cc and mental ill-health is escalating. The concepts in this book have been fifty-one years in the making. They can't wait any longer. There is no more time.Presented with these incontrovertible facts, it does not need a rocket scientist to work out what will happen if these dumbing-down trends continue! Fortunately, solutions are available which will lead to brighter and healthier children of the future.