Eşti aici

I recommend

SCIENTIFIC ADVERTISING / Claude C. Hopkin

This is one of those books which makes the difference between the amateurs and the professionals. From the point of view of an casual observer or an amateur in this field, advertising may look exclusively sparkling and creative. In reality, advertising has rules and principles that are scientifically established. In order to being effective in this area one must study and apply then correctly and consistently. 

MARKETER’S TOOLKIT / Harvard Business Essentials

I ordered this book in July 2012 from the Harvard Business School publishing house for a project that I was working at. I waited eagerly to be delivered by express post and I read it in record time. Then I applied some of the things that I read in my project. The book includes a lot of marketing activities, from research and strategy to branding, price management and integrated communication. 

DIRECT MARKETING / Drayton Bird

Drayton Bird is one of the most famous experts in direct marketing so I took the opportunity that he spoke in a conference in Bucharest, on May 2008 and met him in person. At the end of the meeting I asked him to sign on his first book translated in Romanian and to tell me what's the secret of success in this area. The answer was as direct as his public speaker style. On the first page of this book, above his signature, he wrote few words "For Andrei, be the best! Drayton Bird"

UNDERSTANDING MICHAEL PORTER / Joan Margretta

When we are talking about business strategies, Michael Porter is one of the most powerful names. I appreciate this book and I recommend it to all those who are interested in strategy because beyond the clear explanation of the Porter’s theories and concepts the book written by Joan Margretta includes also very clear and action oriented conclusions.

JACKPOT / Robert L. Shook

This great book tells the story of the Harrah's casinos. Harrah’s company was founded by the legendary Bill Harrah in 1937 and it became the most important company in the casino industry in USA.  The history of the company is interlacing of course with the history of Las Vegas but more important in my opinion it's the content regarding casino marketing that the book is resenting, being well known the fact that Harrah's built its success on a new and original marketing philosophy.

POSITIONING / Al Ries; Jack Trout

I bought the book in April 2008 being attracted by the statement on the first page: "Dedicated to the advertising agency no. 2 in the world". After reading it I recommend this book for the clarity of argumentation of one of the marketing fundamental laws – The Law of Perception - which says that "marketing is not a battle of the products, it's a battle of the perceptions which the consumers have about these products"

GAMBLING AND SERVICE / Steve Browne

I had the pleasure to meeting Steve Brown in 2004 at my first participation in a Casino Marketing Conference. One of the areas that he approached with priority is quality of services and Costumer Care applied for casinos. The book is a manual on this area and even it is mostly written for the Nord American market, the principles can be applied everywhere.

WHATEVER YOU THINK, THINK THE OPPOSITE / Paul Arden

I think Paul Arden is right when he advise us to go out of our comfort zone. More than that he have the talent to convince us to start in this direction, a step for which we need a lot of self-confidence, determination and courage. From the casino marketing perspective the book is a lesson about how to be special and memorable and how to avoid being trite and boring.

CONRAD ON CASINO MARKETING / Dennis Conrad

Dennis Conrad is one of the most famous consultants on casinos from USA and the President of Raving Consulting Company. I had the pleasure being his guest at the conferences about Casino Marketing organized by Raving in Las Vegas and discovering that he is not only a marketing expert but also a very talented story teller. This book is for all the people that are passionate about casino marketing and includes selected stories from his rich experience, presented in a such a manner that makes reading them a real pleasure.

THE INVISIBLE TOUCH / Harry Beckwith

After reading "Selling the Invisible" in English I was very happy to find this book translated in Romanian language, in a bookstore from Bucharest, in March 2010. It's one of those books which I didn't just read with much interest but from which I applied a large part of what I read in the marketing actions that I organized at Casino Palace - Casa Vernescu. 

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