Good Thinking: A Guide to Qualitative Research Review

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Good Thinking: A Guide to Qualitative Research ReviewThe Strategy of Desire (Classics in Communication and Mass Culture Series) is typical of the research trail that Gordon has explored back to the very roots of so-called 'qualitative' consumer research. Emergency reading for 'quants' in this field.
At One Big Idea Consulting Limited NZ., Gordon's historical overview is a key part of the Education & Training modules in every client's first 100-Day Action Project.

Professor Gordon's first book Qualitative Market Research: A Practitioner's and Buyer's Guide is also highly recommended for its forthright guidance for buyers of consumer research.
Not so easy itself to find, but worth paying the high price for a 'good' copy from an Amazon Used Seller. One incisive insight from Gordon will soon pay-off the book cost plus its S&H.Good Thinking: A Guide to Qualitative Research Overview

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The Professional's Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches Review

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The Professional's Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches ReviewThis book is a good read and I highly recommend it for the financial services professional. Mr. Nagdeman conveys experience and wisdom. In my experience as a business coach and consultant, I've come across many financial services professionals who are stuck in a rut using the same marketing techniques as everyone else and trying to keep up with their competitors. This book instills structure and "Tactical Implementation" using branding as foundation, to help financial service professionals to differentiate themselves.
The author sums up this problem neatly when he writes, "Unfortunately, many financial services executives fail to distinguish between strategically oriented, integrated marketing programs and specialized marketing activities implementation activities. For many, the 'M-word' is clearly a synonym for advertising or various others forms of promotion and tactical implementation - from direct mail programs and brochures to convention activities and chachkas." This illustrates the core problem with marketing in this industry- too much copycat behavior, too little differentiation. The real benefit of the book is the knowledge that you gain after establishing this problem, teaching you what to do to stand out and gain clients.
This book is a great addition to the library of the seasoned Financial Services professional, and a good foundation for the novice just entering the industry.
The Professional's Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches Overview

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