Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. The Science and Art of Branding also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
There is a powerful sense of communion and connection in The Tip of My Tongue: while singing the Scottish part of the planet, Crawford also embraces the rhythms of the whole circumference - from Perth, Scotland, to Perth, Australia - catching 'how Kincardineshire's sky's/Transvaalish, Budapesty, Santa Barbaran,/Zurich on a perfect day'.
These are poems that are convincingly earthed in the land and the language yet unafraid of spiritual, even religious notes; richly lyrical and passionate yet shot through with a humour and a vitality that is utterly engaging. As Liam McIlvanney wrote in the Sunday Herald, 'for intellectual range, emotional depth, and lexical shimmer, Crawford is unsurpassed among recent Scottish poets'.
Assured in its rhymes and cadences, Full Volume is often attentive to poetry in other tongues, not least Gaelic. As their tones and forms shift from the spiritual to the wry, from haiku to brosnachadh, the poems' resonance and music build into a sustained sounding of what it means to live, love, and listen in a world where 'Nothing is ever single'.