Gerard Tellis's Books

Unrelenting Innovation

How to Create a Culture for Market Dominance

By: Gerard J. Tellis

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Unrelenting Innovation

How to Create a Culture for Market Dominance

By: Gerard J. Tellis

The hands-on guide for fostering relentless innovation within your company Gerard Tellis, a noted expert on innovation, advertising, and global markets, makes the compelling case that the culture of a firm is the crucial driver of an organization's innovativeness. In this groundbreaking book he describes the three traits and three practices necessary to create a culture of relentless innovation. Organizations must be willing to cannibalize successful products, embrace risk, and focus on the future. Organizations build these traits by providing incentives for enterprise, empowering product champions, and encouraging internal markets. Spelling out the critical role of culture, the author provides illustrative examples of organizations with winning cultures and explores the theory and evidence for each of the six components of culture. The book concludes with a discussion of why culture is superior to alternate theories for fostering innovation. Offers a groundbreaking take on innovation that is driven by a company's culture Shows what it takes to create a culture of innovation within any organization Based on a study of 770 companies across 15 countries, the origin of 90 radical innovations spanning over 100 years, and the evolution of 66 markets spanning over a 100 years Provides numerous mini cases to illustrate the workings of culture Written by Gerard Tellis director of the Center for Global Innovation This must-have resource clearly shows the role of culture in driving relentless innovation and how to foster it within any organization.

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Page Count

352

Publisher

John Wiley & Sons

Published Date

ISBN 10

1118352408

ISBN 13

9781118352403

How Transformative Innovations Shaped the Rise of Nations

By: Gerard Tellis,Stav Rosenzweig

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How Transformative Innovations Shaped the Rise of Nations

By: Gerard Tellis,Stav Rosenzweig

Over the last 2,000 years, critical innovations have transformed small regions into global powers. But these powers have faded when they did not embrace the next big innovation. Gerard J. Tellis and Stav Rosenzweig argue that openness to new ideas and people, empowerment of individuals and competition are key drivers in the development and adoption of transformative innovations. These innovations, in turn, fuel economic growth, national dominance and global leadership. In How Transformative Innovations Shaped the Rise of Nations, Tellis and Rosenzweig examine the transformative qualities of concrete in Rome; swift equine warfare in Mongolia; critical navigational innovations in the golden ages of Chinese, Venetian, Portuguese and Dutch empires; the patent system and steam engine in Britain; and mass production in the United States of America.

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Page Count

334

Publisher

Anthem Press

Published Date

ISBN 10

1783087943

ISBN 13

9781783087945

Effective Advertising

Understanding When, How, and Why Advertising Works

By: Gerard J. Tellis

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Effective Advertising

Understanding When, How, and Why Advertising Works

By: Gerard J. Tellis

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

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Page Count

217

Publisher

SAGE

Published Date

ISBN 10

1452276749

ISBN 13

9781452276748

Unrelenting Innovation

How to Create a Culture for Market Dominance

By: Gerard J. Tellis

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Unrelenting Innovation

How to Create a Culture for Market Dominance

By: Gerard J. Tellis

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Page Count

352

Publisher

John Wiley & Sons

Published Date

ISBN 10

1118352408

ISBN 13

9781118352403

A Spirit that Impels

Play, Creativity, and Psychoanalysis

By: M. Gerard Fromm

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A Spirit that Impels

Play, Creativity, and Psychoanalysis

By: M. Gerard Fromm

This volume brings together some of the papers presented by leading scholars, artists and psychoanalysts at an annual Creativity Seminar organised by the Erikson Institute of the Austen Riggs Center. Looking at creativity through a psychoanalytic lens - and very importantly, vice versa - the authors examine great works, such as Nathaniel Hawthorne's The Scarlet Letter, Mahler's Eighth Symphony, and William Gibson's The Miracle Worker; as well as great artists, such as Van Gogh and Lennon and McCartney, for what we might learn about the creative process itself. Deepening this conversation are a number of clinical studies and other reflections on the creative process - in sickness and in health, so to speak. A central theme is that of "deep play", the level at which the artist may be unconsciously playing out, on behalf of all of us, the deepest dynamics of human emotion in order that we may leave the encounter not only emotionally spent, but profoundly informed as well.

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Page Count

231

Publisher

Routledge

Published Date

ISBN 10

0429910509

ISBN 13

9780429910500

General Surgery Board Review

By: Larry A. Scher,Gerard Weinberg

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General Surgery Board Review

By: Larry A. Scher,Gerard Weinberg

Now in its thoroughly updated Fourth Edition, General Surgery Board Review is indispensable for surgical residents and general surgeons preparing for the American Board of Surgery’s certification and recertification examinations. This study guide maintains the core features that have made it one of the most popular board review books in the field, including questions and answers after each chapter and succinct but detailed reviews of all topic areas found on the ABSITE and certification exam. There’s a new chapter on bariatric surgery and minimally invasive procedures.

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Page Count

1214

Publisher

Lippincott Williams & Wilkins

Published Date

ISBN 10

1451153740

ISBN 13

9781451153743

Effective Advertising

Understanding When, How, and Why Advertising Works

By: Gerard J. Tellis

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Effective Advertising

Understanding When, How, and Why Advertising Works

By: Gerard J. Tellis

Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.

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Page Count

217

Publisher

SAGE Publications

Published Date

ISBN 10

1452262713

ISBN 13

9781452262710

How Transformative Innovations Shaped the Rise of Nations

From Ancient Rome to Modern America

By: Gerard Tellis,Stav Rosenzweig

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How Transformative Innovations Shaped the Rise of Nations

From Ancient Rome to Modern America

By: Gerard Tellis,Stav Rosenzweig

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Solve jigsaw puzzle

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Page Count

348

Publisher

Anthem Press

Published Date

ISBN 10

1783087951

ISBN 13

9781783087952

Book's by Gerard Tellis

Unrelenting Innovation

Unrelenting Innovation

How Transformative Innovations Shaped the Rise of Nations

How Transformative Innovations Shaped the Rise of Nations

Effective Advertising

Effective Advertising

Unrelenting Innovation

Unrelenting Innovation

A Spirit that Impels

A Spirit that Impels

General Surgery Board Review

General Surgery Board Review

Effective Advertising

Effective Advertising

How Transformative Innovations Shaped the Rise of Nations

How Transformative Innovations Shaped the Rise of Nations

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