Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics/Customer Relationship Management in Electronic Markets/Many Thin Companies/Conflict Management

Article excerpt

Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics Galician M-L (Ed.) (2004) Hawthorn Press, Binghamton NY; ISBN-13:978-0-7890-2535-7; HB; 288 pages; AUD 40.60 / GBP 17.20 / USD 29.95

Customer Relationship Management in Electronic Markets Iyer G R and Bejou D (2003) Hawthorn Press, Binghampton NY; ISBN 0-7890-1945-0; PB; 114 pages; USD 19.95

Many Thin Companies Carter T (2004) Hawthorn Press, Binghamton NY; ISBN 0-7890-2248-6; PB; 122 pages; USD 22.95

Conflict Management Borisoff D and Victor D A (1998) Allyn & Bacon, Boston MA; ISBN 0-205-27294-0; PB; 248 pages; USD 75.60

Diversity can raise our curiosity and feed our interest; so it is with these four books on very different subjects. The product placement text should fuel the fires of advertising proponents and their adversaries (Galician 2004). To whet the appetite of the interested, Customer Relationship Management is broadly addressed (Iyer & Bejour 2003). The many thin companies arising from the ashes of 9/11 provide an insight into the strength of the human response to a tragedy that has been positively applied to improve the exampled US corporations (Carter 2004). The five-step model for the productive approach to the management of interpersonal conflict in our personal and professional lives is a must-read for all (Borisoff & Victor 1998).

Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics

Galician M-L (Ed.) (2004)

Advertising is purported to have a powerful impact on the American psyche and culture (Galician 2004, 1-8). The twenty-two articles in this book address product placement, the business process that seamlessly inserts an advertiser's commercial message into entertainment and informational media content of movies, books, computer games, television programs, radio shows, newsletters and the Internet. The editor (Galician 2004) has sought to gather the balanced view of eighteen experts who present the results of their theoretical and practical research into this controversial form of advertising. The book could be useful to those seeking to better understand how to optimally apply the advertising technique (Galician 2004: 9-89). Equally, the text provides support for those who are concerned about the ethical issues arising from unsolicited advertising secretly-hidden within a movie we pay to view or the unwarranted effects of the manipulative advertising slotted into our children's television programs (Galician 2004: 89-147). While the global nature of todays markets for movies and television is recognised in the five case studies (Galician 2004: 147-213), the book fails to adequately address the cultural impact of product placement on the values, beliefs and the laws of countries other than the United States of America. The book concludes with the transcript of a round-table with eleven of the authors who provide informative responses to five questions currently pertinent to product placement as an advertising practice in the 21st century (Galician 2004: 219-37). Those seeking deeper knowledge may find the included resource guide useful (Galician 2004: 259-69).

Customer Relationship Management in Electronic Markets

Iyer G R and Bejou D (2003)

Neither a beginner's guide nor an academic text, the articles in this book (Iyer & Bejour 2003) broadly address Customer Relationship Management from two perspectives, the customer and the business. In the context of Business-to-Business or Business-to-Customer transactions mediated by Internet technologies, models offer frameworks for building internet-based businesses based on customer needs and expectations (Iyer & Bejour 2003: 15-31). Issues in developing a loyal customer base are discussed in the context of a model that is return-on-investment focussed but could more adequately consider the individual needs of the business customer (Iyer & Bejour 2003: 31-50). …