The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace (HarperBusiness 1991) - In The Marketing Revolution, Clancy and Shulman show how in the past three decades American consumers went from buying whatever they were told to buy, to proving that they'd buy whatever they felt like buying, to becoming the world's most competent shoppers. With unconventional insights and counterintuitive reasoning, Clancy and Shulman will open every manager's eyes to how off-course most businesses are in their marketing campaigns, advertising, and new product launches. They demonstrate why the most appealing products are, paradoxically, usually the least profitable; why "heavy users" (AKA "frequent buyers"), one of the most popular market targets, is often the worst group to attack; and why, from the CEO down, most managers do not develop marketing programs with an eye on the bottom line. Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing (McGraw-Hill 1994) - While a company can probably survive when its marketing plans routinely reveal one or two of the symptoms of death wish marketing - Clancy and Shulman's term for those misguided efforts by which managers, unconsciously or unknowingly, attempt to kill a product, a brand, or, occasionally, an entire company - the authors believe a brand can't survive much more than two. What's causing death wish marketing behavior? Clancy and Shulman debunk over 150 of the most commonly-held marketing myths that are a root cause of death wish marketing and offer alternative methods to improve marketing performance. Simulated Test Marketing: Technology for Launching Successful New Products (Lexington Books 1994) - This book captures in one volume everything an intelligent marketer needs to know about simulated test marketing: why the technology is so important; what are the differences between simulated test marketing systems; how to do a simulation; even the equations employed by researchers to make their forecasts. Clear explanations and guidelines, along with conclusive data and breakthrough developments, make Simulated Test Marketing an indispensable handbook that no savvy marketers or researchers can afford not to read. Uncover the Hidden Power of Television Programming...and Get the Most From Your Advertising Budget (Sage Publishing 1999) - This ground-breaking book shows that television (and print) can be much more powerful advertising vehicles than has ever been supposed - a key issue in a time of fragmenting audiences by measuring the involvement level of viewers in television programs, newspapers, and magazines. With original research, Uncover the Hidden Power of Television Programming provides insight into how an advertiser can make the firm's advertising dollars work harder and smarter. Anyone who is concerned with television and print advertising effectiveness - media directors, media planners, account executives, brand managers, and market researchers - will benefit from this book.