{"title":"E-commerce: business aspects Books","description":"","products":[{"product_id":"boo-hoo-9780099418375","title":"Boo Hoo","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eboo hoo is a gripping, insider''s account of the rise and fall of this most controversial of internet startups - a global, online retailer of sports and designer clothes.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eSuch a dazzling version of the boo phenomenon that as readers turn the pages they will be rooting for the company to survive even though they know the story ends in disaster. * The Sunday Times *\u003cbr\u003e\u003ci\u003eBoo Hoo\u003c\/i\u003e is an engrossing account of how two childhood friends persuaded some of the world's savviest investors and fashion houses - including Bernard Arnault's LVMH and the Benetton family - to fund a sports and designer clothing company to the tune of $100m. * The Guardian *\u003cbr\u003e[his] tale captures the hype and excitement of developing what was seen by many as a ground-breaking company with state-of-the-art technology- Along the way, it tells of endless rounds of raising finance, glamorous parties, staff clashes and bitter sparring with the press. * BBC.co.uk *\u003cbr\u003eThe game would be to bring boo.com to market, when it would soon be worth more than $1 billion and make its backers rich. Can all this have happened last year? It seems more like a tale from a different aeon, but the lessons it teaches are timeless. * The Spectator *\u003cbr\u003eReading [this] has the fascination of watching a high-speed car crash replayed in slow motion. You know what's going to happen, you can see the confident glow on the drivers' faces, but can't warn them about the curve in the road that is coming to unstick them. Schadenfreude is irresistible. And yet everyone walks away unhurt. * The Independent *","brand":"Cornerstone","offers":[{"title":"Default Title","offer_id":48732218851671,"sku":"9780099418375","price":12.28,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780099418375.jpg?v=1719996012"},{"product_id":"blockchain-for-business-9780135581353","title":"Blockchain for Business","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eJai Singh Arun\u003c\/strong\u003e is a senior program director at IBM corporate strategy team and drives strategic product management and business development of IBM Research innovations within Blockchain, Artificial Intelligence, and Cybersecurity areas. He has over two decades of global, cross-functional business and emerging technologies leadership experience, building multi-million dollar software, systems, and services businesses.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eJerry Cuomo\u003c\/strong\u003e leads IBM's engineering and product initiatives on Blockchain. He holds the prestigious title of IBM Fellow and is recognized as one of the most prolific contributors to IBM's software business, producing products and technologies that have profoundly impacted how the industry conducts commerce over the World Wide Web.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eNitin Gaur\u003c\/strong\u003e is an IBM distinguished engineer and worldwide director and he leads IBM's global blockchain labs and services. He is responsible for strategy and developing offerings\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e“Much has been written about blockchain in the past few years: what it is and what it is not (at various levels of detail), as well as the technology’s long-term strategic value for companies, industries, and economies. However, what we’ve been missing is a practical, operational, ‘how to’ set of steps for creating, implementing, and operating a blockchain-based solution. This book aims to fill that gap. It’s an invaluable tool for anyone ready to take the plunge and start taking advantage of this remarkable technology. \u003cbr\u003e\u003c\/p\u003e \u003cp\u003e\u003cbr\u003e\u003c\/p\u003e \u003cp\u003e“Most technologies can be implemented one business at a time. Not so with blockchain. Blockchain is particularly valuable when applied to a collection of companies working closely together as a business ecosystem, such as a supply chain. \u003ci\u003eBlockchain for Business\u003c\/i\u003e goes into great detail about what it takes to organize and manage such an ecosystem, including the technical and business models that in the end drive the decisions about whether to join or not, and the governance necessary for a smooth, efficient operations. It also nicely explains the necessary technical expertise and management roles needed to successfully create and operate blockchain frameworks and applications.\u003c\/p\u003e \u003cp\u003e\u003cbr\u003e\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eBlockchain for Business\u003c\/i\u003e is an invaluable tool for anyone ready to take the plunge and start taking advantage of this remarkable technology.”\u003c\/p\u003e \u003cp\u003e\u003ci\u003e—Irving Wladawsky-Berger, Research Affiliate, MIT; Columnist, \u003c\/i\u003eWSJ CIO Journal\u003ci\u003e; VP Emeritus, IBM\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e“Jai, Jerry, and Nitin have written the guidebook to address the critical knowledge gap that exists between the hype of blockchain and cryptocurrencies and the pragmatic utilization of blockchain technology for transforming businesses. \u003ci\u003eBlockchain for Business\u003c\/i\u003e leverages their firsthand insights and provides a practical approach for business and technical leaders to leverage a proven methodology to drive successful blockchain projects that deliver trust and transparency for all participants.”\u003c\/p\u003e \u003cp\u003e\u003ci\u003e—Marie Wieck, General Manager, IBM Blockchain\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e“Understand how to capture the power of the trust machine. This book contains a wealth of resources and tools for those looking to apply blockchain solutions in a business environment. A must-read for enterprise executives.”\u003c\/p\u003e \u003cp\u003e\u003ci\u003e—Perianne Boring, Founder and President, Chamber of Digital Commerce\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e“Jai, Jerry, and Nitin nailed it! \u003ci\u003eBlockchain for Business\u003c\/i\u003e addresses the critical question business leaders are attempting to answer: How does my business derive real, measurable value from blockchain? This is a practical guidebook for both the business and technology leader to help identify business value from blockchain technology in the form of new growth opportunities, sustainable competitive advantage, time savings, cost reductions, and risk mitigation—turning blockchain into business results!”\u003c\/p\u003e \u003cp\u003e\u003ci\u003e—D. Keith Pigues, CEO and Founder, Luminas Strategy, Coauthor \u003c\/i\u003eWinning with Customers: A Playbook for B2B\u003c\/p\u003e \u003ci\u003e \u003c\/i\u003e\u003cp\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e“\u003ci\u003eBlockchain for Business\u003c\/i\u003e is a must-read for executives looking to define blockchain’s potential to transform business processes. Jerry, Jai, and Nitin have comprehensively described the key steps business leaders should take to identify the right scope, select the best technology, and establish an appropriate business model and governance structure.”\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\u003ci\u003e—Arvind Krishna, SVP, Hybrid Cloud and Director of IBM Research\u003c\/i\u003e\u003c\/i\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xii\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003eAcknowledgments xxiii\u003c\/p\u003e \u003cp\u003eAbout the Authors xxvii\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 1: Introduction to Blockchain 1\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eBlockchain Beliefs 2\u003c\/p\u003e \u003cp\u003eEnterprise Blockchain 3\u003c\/p\u003e \u003cp\u003eWhy Blockchain Matters 4\u003c\/p\u003e \u003cp\u003eThe Trailblazers 5\u003c\/p\u003e \u003cp\u003eBlockchain for Good 9\u003c\/p\u003e \u003cp\u003eBlockchain Questions from Business and Technology Leaders 12\u003c\/p\u003e \u003cp\u003eChapter Summary 16\u003c\/p\u003e \u003cp\u003eReferences 17\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 2: Opportunities and Challenges 19\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eDisruptive Elements 20\u003c\/p\u003e \u003cp\u003eOpportunities 25\u003c\/p\u003e \u003cp\u003eChallenges 40\u003c\/p\u003e \u003cp\u003eChapter Summary 47\u003c\/p\u003e \u003cp\u003eReferences 47\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 3: Understanding the Technology Landscape 49\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eBlockchain: A Technical Perspective 50\u003c\/p\u003e \u003cp\u003eBlockchain for Enterprises 56\u003c\/p\u003e \u003cp\u003eEssential Maturity Imperatives for Enterprise Blockchain 66\u003c\/p\u003e \u003cp\u003eToken Revolution 68\u003c\/p\u003e \u003cp\u003eUnderstanding Digital Asset (Token) Fungibility: Opportunities and\u003c\/p\u003e \u003cp\u003eConsiderations for Meaningful and Sustainable Blockchain-Powered\u003c\/p\u003e \u003cp\u003eChapter Summary 85\u003c\/p\u003e \u003cp\u003eReferences 86\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 4: Business of Business Models 87\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003ePath to Blockchain Enterprise Adoption: A Prescriptive Approach 87\u003c\/p\u003e \u003cp\u003eBusiness Modeling and Design 92\u003c\/p\u003e \u003cp\u003eChapter Summary 104\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 5: Developing a Governance Structure for Blockchain Networks 105\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eGovernance Structure and Landscape 109\u003c\/p\u003e \u003cp\u003eSCTrustNet 118\u003c\/p\u003e \u003cp\u003eChapter Summary 121\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 6: Building a Team to Drive Blockchain Projects 123\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eEnterprise Structures in a Decentralized Economy 124\u003c\/p\u003e \u003cp\u003eRoles of an Enterprise in a Blockchain Network 126\u003c\/p\u003e \u003cp\u003eBuilding an Effective Team 128\u003c\/p\u003e \u003cp\u003eIntraprise Synergy 132\u003c\/p\u003e \u003cp\u003eAn Example of a Blockchain Project Team 134\u003c\/p\u003e \u003cp\u003eChapter Summary 135\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 7: Understanding Financial Models, Investment Rubrics, and Model Risk Frameworks 137\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Blockchain Project Financial Fundamentals 139\u003c\/p\u003e \u003cp\u003eBlockchain Investment Rubric 143\u003c\/p\u003e \u003cp\u003eReturn on Investment Modeling 148\u003c\/p\u003e \u003cp\u003eRisk Modeling 153\u003c\/p\u003e \u003cp\u003eChapter Summary 159\u003c\/p\u003e \u003cp\u003eReferences 160\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eChapter 8: Looking Ahead: What Does the Future Hold? 163\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eThe Network of Networks 164\u003c\/p\u003e \u003cp\u003eBlockchain at the Nexus of Technology 167\u003c\/p\u003e \u003cp\u003eBlockchain Opportunities and Challenges: What Lies Ahead? 173\u003c\/p\u003e \u003cp\u003eOverall Summary 176\u003c\/p\u003e \u003cp\u003eReferences 180\u003c\/p\u003e \u003cp\u003e\u003cem\u003eIndex 183\u003c\/em\u003e\u003c\/p\u003e","brand":"Pearson Education (US)","offers":[{"title":"Default Title","offer_id":48732340715863,"sku":"9780135581353","price":20.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780135581353.jpg?v=1719996481"},{"product_id":"one-click-9780670920679","title":"One Click","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003ci\u003eBuy now with one-click. \u003c\/i\u003eAmazon''s business model is deceptively simple: make online shopping so easy and convenient that customers won''t think twice. Yet Amazon''s success is largely down to CEO and founder Jeff Bezos, a man described as both a ''happy-go-lucky mogul'' and a ''notorious micromanager''. His high energy, passionate approach to retailing has driven Amazon to the top.\u003cbr\u003e\u003cbr\u003eJeff Bezos is smart.  Originally a computer geek, he had the vision to capitalise on the untapped online market for books. He''s also a calculating machine who creates ''deal-flow'' charts for every major decision, from what business to create to how to choose a spouse. \u003ci\u003eOne Click\u003c\/i\u003e explores what makes Bezos \u003ci\u003eBezos\u003c\/i\u003e. Through detailed research and interviews with Amazon employees, competitors and observers, Richard Brandt has deciphered how Bezos thinks, what drives his actions and how he makes his business decisions.\u003cbr\u003e\u003cbr\u003eAmazon.com was waiting to be discovered. It took Bezos''s u\u003c\/p\u003e","brand":"Penguin Books Ltd","offers":[{"title":"Default Title","offer_id":48735961186647,"sku":"9780670920679","price":10.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780670920679.jpg?v=1723810413"},{"product_id":"guerrilla-marketing-cuttingedge-strategies-for-the-21st-century-9780749928117","title":"Guerrilla Marketing Cuttingedge strategies for","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eThe book every small-business owner should own\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eFirst published in 1983, Jay Levinson''s \u003ci\u003eGuerrilla Marketing\u003c\/i\u003e has become a classic in the field of business, revolutionising marketing for small businesses all over the world and creating a new way to understand market share and how to gain it. \u003cbr\u003e\u003cbr\u003eIn this completely updated and expanded fourth edition of Levinson''s first \u003ci\u003eGuerrilla Marketing\u003c\/i\u003e book, his take-no-prisoners approach to finding clients is on full display, as he offers hundreds of marketing ideas that really work and a new roadmap for small-business success in the global marketplace. \u003cbr\u003e\u003cbr\u003eFilled with leading-edge strategies for marketing on the Internet, putting new technologies to work, targeting prospects, cultivating repeat and referral business, and managing in the age of telecommuting and freelance employees, among others, \u003ci\u003eGuerrilla Marketing\u003c\/i\u003e will be the entrepreneur''s marketing bible for the twenty-first century.\u003c\/p\u003e","brand":"Little, Brown Book Group","offers":[{"title":"Default Title","offer_id":48736703218007,"sku":"9780749928117","price":13.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780749928117.jpg?v=1723810763"},{"product_id":"integrated-digital-marketing-in-practice-9781009204378","title":"Integrated Digital Marketing in Practice","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing, considering a broad range of organization types, sizes and markets, with a wide range of learning features and instructor resources.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eContents; 1. Origins: definition, drivers, and impact; 2. Insights: big data and analytics; 3. The big picture: strategy, innovation and value; 4. The digital customer: attitudes and behaviours; 5. Digital relationships and the customer experience; 6. Digital marketing networks and partnerships; 7. Promotion in a complex online environment; 8. Digitally-enabled creativity and innovation; 9. Emerging challenges and opportunities; 10. Working in digital marketing.","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":48738011283799,"sku":"9781009204378","price":37.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781009204378.jpg?v=1723811680"},{"product_id":"the-conversion-code-9781119875802","title":"The Conversion Code","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eFigures List\u003c\/p\u003e \u003cp\u003ePreface: The Global Impact of The Conversion Code and What’s New in the 2nd Edition\u003c\/p\u003e \u003cp\u003eIntroduction: How I created The Conversion Code\u003c\/p\u003e \u003cp\u003eDisclaimer: How to Read The Conversion Code\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection One: How To Do Marketing That Attracts High-Quality Leads\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: The Biggest Challenges Facing Marketing and Sales (plus what happens when you crack The Conversion Code)\u003c\/p\u003e \u003cp\u003eChapter 2: How To Use Your Website To Attract High-Quality Leads\u003c\/p\u003e \u003cp\u003eChapter 3: How To Build Landing Pages That Capture High-Quality Leads\u003c\/p\u003e \u003cp\u003eChapter 4: Blogging For Business (how to write blogs posts that generate high-quality leads)\u003c\/p\u003e \u003cp\u003eChapter 5: How To Optimize Your Content for Lead Generation, Social Media, and Search Engines\u003c\/p\u003e \u003cp\u003eChapter 6: Advanced Facebook Marketing and Advertising Techniques that Generate High-Quality Leads\u003c\/p\u003e \u003cp\u003eChapter 7: Using Google PPC (Adwords) To Capture High-Quality Leads\u003c\/p\u003e \u003cp\u003eChapter 8: How To Use Videos (and YouTube) To Attract and Convert Leads\u003c\/p\u003e \u003cp\u003eChapter 9: How To Get The Most Out Of Twitter\u003c\/p\u003e \u003cp\u003eChapter 10: How To Use Instagram To Attract High-Quality Leads (and raving fans)\u003c\/p\u003e \u003cp\u003eChapter 11: It’s TikTok Time\u003c\/p\u003e \u003cp\u003eChapter 12: How To Use LinkedIn For Maximum Impact (in minimal time)\u003c\/p\u003e \u003cp\u003eChapter 13: Audio Is Everywhere (how to take advantage of it) \u003c\/p\u003e \u003cp\u003eChapter 14: Influencer Marketing\u003c\/p\u003e \u003cp\u003eChapter 15: Get The Most Out Of Your Marketing and Convert More Leads Using Retargeting\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Two: How To Find And Follow-Up With The Highest-Quality Leads That Are The Most Likely To Convert\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 16: Amazing Sales Tools That Will Increase Your Lead Conversion Rate\u003c\/p\u003e \u003cp\u003eChapter 17: Should You Use an ISA or an A.I. 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Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers.   With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels. Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar globa\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThis insightful guide to the dynamic forces that continue to shape the cosmetics industry will serve as an invaluable resource to the current and next generation of leaders in beauty. -- Christine Chang, co-founder and co-CEO of Glow Recipe\u003cbr\u003eAn excellent guide to cosmetics marketing that weaves together both the theory and the practical to provide a comprehensive review of the discipline. Karchin and Horvarth have done a superb job illustrating the text with real-life stories from the industry, from the very early days, to the most recent times and have included a fascinating chapter on the history of makeup.  Each chapter contains well-defined learning objectives and there is a very useful section on planning a career in the cosmetics industry. This is clearly a reference text book for any aspiring cosmetics and beauty marketer. -- Simon Worraker, CEO, Japonesque\u003cbr\u003eThe Cosmetics industry is one of the most enduring and dynamic out there, and this text book provides a comprehensive primer on the different elements of business strategy as well as important historical context for the rapid evolution that is occuring today. – Amanda Baldwin, CEO, Supergoop!\u003cbr\u003eLindsay Karchin and Delphine Horvath’s book \u003ci\u003eCosmetics Marketing: Strategy and Innovation in the Beauty Industry \u003c\/i\u003eopens the curtains behind the complex beauty industry. It takes us on a comprehensive view from intriguing cultural history to the inner workings of today’s cosmetics sector. A vital guide for anyone who wants to discover this unique industry. * Lan Vu, Founder \u0026amp; CEO, BEAUTYSTREAMS *\u003cbr\u003e\u003ci\u003eCosmetics Marketing\u003c\/i\u003e serves a critical need in fashion studies and elegantly brings together industry insights and key theoretical concepts. I find it strange that many fashion programs don't include beauty as part of the curriculum - even though it's a huge part of fashion. \u003ci\u003eCosmetics Marketing\u003c\/i\u003e makes it easier to incorporate this important segment of fashion into both fashion and business programs. I'm grateful for this textbook - the first of its kind - and use it in my Beauty Culture, Commerce, and Innovation course. -- Denise H. Sutton, Associate Professor, Department of Business, City Tech-City University of New York, USA\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eIntroduction  \u003cb\u003eChapter 1: A Brief History of Makeup\u003c\/b\u003e The Study of Beauty as the Study of Culture Early Uses of Cosmetics Early Icons: Royal Courts The Normalization of Cosmetics The Birth of a Formalized Industry: Beauty as a Commercial Business Shifting Political Contexts: The Politics of Beauty The Globalization of Beauty The Contemporary Cosmetics Industry Further Exploration     \u003cb\u003eChapter 2: Understanding the Cosmetics Market\u003c\/b\u003e What is Cosmetics Marketing? Company Spotlight: Revlon Fire \u0026amp; Ice Campaign Company Spotlight: Sephora’s Retail Revolution The “5 P’s” of Cosmetics Marketing: Product, Place, Price, Promotion, and People Further Exploration     \u003cb\u003eChapter 3: Strategies in Cosmetics Marketing\u003c\/b\u003e Company Spotlight: Revlon Charlie (STP Model) Company Spotlight: Estée Lauder Youth-Dew (Product Repositioning) Company Spotlight: Dove Campaign for Real Beauty (Brand Repositioning) Segmentation, Targeting, and Positioning (STP) Model Repositioning Strategy Company Spotlight: Kylie Cosmetics (Digital-First Branding) Company Spotlight: The Body Shop (Push vs. Pull Strategies) Push vs. Pull in a Digital Landscape Threshold-Based Promotional, Value Size Pricing, and Cross-Sell Strategies Financial Strategy 101 Marketing Strategies for Future Growth Further Exploration     \u003cb\u003eChapter 4: Cosmetics Industry Innovation \u0026amp; Evolution\u003c\/b\u003e A Brief History of Innovation in Beauty Product Innovation Technological Innovation Evolution: Social Responsibility, Wellness, and Inclusivity Evolution: Contemporary Visual Culture – Social Media and Brand Aesthetics Further Exploration     \u003cb\u003eChapter 5: Planning a Beauty Career\u003c\/b\u003e Career Prep Specializations in Beauty Cosmetics Industry Interview Preparation Networking Continuing Education Further Exploration     \u003cb\u003eChapter 6: \u003c\/b\u003e\u003cb\u003eMakeup Theory and Approaches\u003c\/b\u003e Product Overview Consumer Characteristics Classic Makeup Looks Further Exploration  Glossary Endnotes and works cited Index","brand":"Bloomsbury Publishing PLC","offers":[{"title":"Default Title","offer_id":48738617590103,"sku":"9781350299436","price":31.34,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781350299436.jpg?v=1720049671"},{"product_id":"making-a-metaverse-that-matters-9781394155811","title":"Making a Metaverse That Matters","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAn up-close account from the world's first metaverse-embedded reporter\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eMaking a Metaverse That Matters: From Snow Crash \u0026amp; Second Life to A Virtual World Worth Fighting For\u003c\/i\u003e, the celebrated author of \u003ci\u003eThe Making of Second Life\u003c\/i\u003e and \u003ci\u003eGame Design Secrets\u003c\/i\u003e, Wagner James Au, delivers an engrossing exploration of how nascent metaverse platforms have already captured the imagination of millions. 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Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence.With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication.\u003cb\u003eFeatured topics\u003c\/b\u003e- Rules of Digital Storytelling- Rethinking Gamification- Strategic Digital Marketing- The Role of Citizen Journalists- The Social Media Looking Glass- World of Influencer Marketing- Visual Consumption Economy- Globa\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eSocial Media for Marketing\u003c\/i\u003e encompasses the creativity and cultural diversity of the online fashion world while revealing the technical and business considerations behind a successful social media campaign. It is essential reading for all fashion students as they prepare to enter a digitally connected, ever-changing global industry. I can definitely see this being required reading for both undergraduate and postgraduate Fashion Management students. -- Karen Cross, Subject leader for Marketing, Fashion and Retail, Robert Gordon University, UK\u003cbr\u003eThis book's approach is exactly the format I want for my classroom pedagogy…which perhaps is why this is the most glowing review I have ever done. This is exactly (in my opinion) what students respond to….case studies, engaging stories, leading business\/marketing ideas. Excellent all around. This book has so many amazing interviews\u003ci\u003e.\u003c\/i\u003e This text is current and well positioned. I have looked at TONS of new media\/consumer texts…I really think the author has done a great day with key quotes from current industry leaders to validate the chapter assertions made. I love the breakdown of the text….very 2.0 thinking itself. Great use of graphics, charts, and really conveys somewhat complex economics and business markets in an easy to understand format.\u003cb\u003e\u003ci\u003e  \u003c\/i\u003e\u003c\/b\u003e -- Jason Schmitt, Green Mountain College, USA\u003cbr\u003eThis is a very vibrant textbook giving insight into the world of digital fashion marketing and how this impacts change within fashion brands -- Barbara Diack, Lecturer in Fashion Retailing, Heriot-Watt University, UK\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eSection 1: The Digital Landscape Transforms the Fashion Industry\u003c\/b\u003e  \u003cb\u003e1. Digital Disruption of the Fashion Industry\u003c\/b\u003e 1.1 Introduction;1.2 The Fashion Landscape Before Social Media; 1.2 Evolution of the Fashion System; Democratization of the Fashion Industry; 1.5 The Fashion Landscape Disrupted; 1.6 Blogosphere takes on the Fashion Industry; 1.7 Style Sharing Communities: User-Generated Content (UGC)  \u003cb\u003e2 Introduction of the Digital Landscape\u003c\/b\u003e 2.1 Introduction; 2.2 The Environment in Digital Space; 2.3 Social Exploration; 2.4 The Social Structure; 2.5 Social Media Networks; 2.6 Legally Speaking in a Social Media Space; 2.7 Uniting the World; 2.8 Exercises and Technology Corner  \u003cb\u003e3 Rise of the Hyper-Connected Consumers\u003c\/b\u003e 3.1 Introduction; 3.2 Hyper-Connected Consumers; 3.3 Evolution of Social Behaviour on Social Media; 3.4 Generation Gap through the Digital Landscape; 3.5 Generation Z; 3.6 Millennials; 3.7 Generation X; 3.8 Baby Boomers; 3.9 Exercises and Technology Corner  \u003cb\u003eSection 2: The Business of Fashion Marketing\u003c\/b\u003e  \u003cb\u003e4 Digital Storytelling\u003c\/b\u003e 4.1 Introduction; 4.2 Storytelling in Marketing; 4.3 Storytelling Marketing; 4.4 Visual Consumption; 4.5 Social Story: The Burberry Dream; 4.6 Trending Social Stories of the #hastag; 4.7 The Science of Stories: Neurological Responses to Stories; 4.8 Storytelling Becomes Storygiving; 4.9 Social Marketing: Purposeful Stories in the Digital Age; 4.10 Exercises and Technology Corner  \u003cb\u003e5 Strategic Marketing in the Digital Age\u003c\/b\u003e 5.1 Introduction; 5.2 Social Media Marketing Strategy; 5.3 Real-time Marketing Strategies by Teri Thompson; 5.4 Interview: Trina Albus, Founder of Magenta Agency; 5.5 The Social Media Team; 5.6 Creative Branding and Strategic Marketing Alliance; 5.7 Influencer Marketing\/ Marketing Agencies; 5.8 Art of the Pitch; 5.9 Hidden Influencers; 5.10 Digital Curation; 5.11 Fashion On-Demand World; 5.12 Retail Science of the Digital Age; 5.13 Mobile Interactive Store Fronts; 5.14 Exercises and Technology Corner  \u003cb\u003e6 The Evolving Measurable Impact of Social Media \u003c\/b\u003e 6.1 Introduction; 6.2 The Power of Data; 6.3 Evolution of Fashion Data and Analytics; 6.4 Fashion Intelligence; 6.5 Data-Driven Briefs and Personas; 6.6 The Power of Search; 6.7 Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO); 6.8 Journey Mapping Case; 6.9 Exercises and Technology Corner","brand":"Bloomsbury Publishing PLC","offers":[{"title":"Default Title","offer_id":48739587424599,"sku":"9781474233323","price":37.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781474233323.jpg?v=1720052671"},{"product_id":"influence-empire-the-story-of-tencent-and-chinas-tech-ambition-shortlisted-for-the-ft-business-book-of-2022-9781529346855","title":"Influence Empire: The Story of Tencent and","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003e*SHORTLISTED FOR THE FINANCIAL TIMES BUSINESS BOOK 2022*\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e*A TIMES BUSINESS BOOK OF THE YEARS 2022*\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e*A NEW YORK TIMES BEST BUSINESS BOOK 2022*\u003cbr\u003e*A FORBES ESPANA TOP TEN BOOK 2022*\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e*A PROJECT SYNDICATE 2022 BEST READ*\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e'A fascinating study of the tech giant and its symbiotic relationship with the Chinese government' \u003cb\u003e- \u003ci\u003eGuardian\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003ci\u003e'\u003c\/i\u003eVital . . . More than a corporate hagiography, Ms. Chen's book offers insight into the company via executive interviews and exclusive details.' \u003ci\u003e\u003cb\u003eNew York Times\u003c\/b\u003e\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e'\u003ci\u003eInfluence Empire\u003c\/i\u003e by Lulu Yilun Chen is so much more than the long-awaited story of Tencent and its vital everything app, WeChat, the messaging tool used by 1.3 billion people. It's also the sobering account of an entire generation of high-flying Chinese tech entrepreneurs, whose wings were clipped by the omnipotent hand of their own government.' \u003cb\u003e-- Brad Stone, author of \u003ci\u003eAmazon Unbound\u003c\/i\u003e and \u003ci\u003eThe Everything Store\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eORDER NOW:  \u003c\/b\u003ethe first definitive look at Tencent, one of the world's largest tech companies. \u003cbr\u003e__________\u003cbr\u003e\u003cbr\u003eIn 2017, a company known as Tencent overtook Facebook to become the world's fifth largest company. It was a watershed moment, a wake-up call for those in the West accustomed to regarding the global tech industry through the prism of Silicon Valley: Facebook, Google, Apple and Microsoft.\u003cbr\u003e\u003cbr\u003eYet to many of the two billion-plus people who live just across the Pacific Ocean, it came as no surprise at all.\u003cbr\u003e\u003cbr\u003eFounded by the enigmatic billionaire Pony Ma, the firm that began life as a simple text-message operator invested in and created some of China's most iconic games en route to dreaming up WeChat - the Swiss Army knife super-app that combines messaging, shopping and entertainment. Through billions of dollars of global investments in marquee names from Fortnite to Tesla and a horde of start-ups, Ma's company went on to build a near-unparalleled empire of influence.\u003cbr\u003e\u003cbr\u003eIn this fascinating narrative - crammed with insider interviews and exclusive details - Lulu Chen tells the story of how Tencent created the golden era of Chinese technology, and delves into key battles involving Didi, Meituan and Alibaba. It's a chronicle of critical junctures and asks just what it takes to be a successful entrepreneur in China.\u003cbr\u003e__________\u003cbr\u003e\u003cbr\u003e'There's so much fascinating detail here.' \u003cb\u003e\u003ci\u003e-- The Times\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e'Lulu Yilun Chen has written a sharply informed, smart and compelling account of the rise of some of the most powerful companies in China, which also stand among the biggest and richest tech giants in the world. Despite their enormous size and power, few outside of China know of or understand these companies. Now, thanks to Influence Empire: Inside the Story of Tencent and China's Tech Ambition, that will finally change.' \u003cb\u003e-- Howard French, former NY Times Shanghai bureau chief and author of \u003ci\u003eEverything Under the Heavens: How the Past Helps Shape China's Push for Global Power\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e'A book that tells Tencent's story has been long overdue, and Lulu Chen's account is not only comprehensive, but also a gripping business narrative. The globally influential company finally has the account it deserves.' \u003cb\u003e-- David Barboza, \u003ci\u003eThe Wire\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e'\u003ci\u003eInfluence Empire\u003c\/i\u003e by Lulu Yilun Chen is so much more than the long-awaited story of Tencent and its vital everything app, WeChat, the messaging tool used by 1.3 billion people. It's also the sobering account of an entire generation of high-flying Chinese tech entrepreneurs, whose wings were clipped by the omnipotent hand of their own government.' \u003cb\u003e-- \u003c\/b\u003e\u003cb\u003eBrad Stone, author of \u003ci\u003eAmazon Unbound\u003c\/i\u003e and \u003ci\u003eThe Everything Store\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eLulu Yilun Chen has written a sharply informed, smart and compelling account of the rise of some of the most powerful companies in China,\u003c\/b\u003e which also stand among the biggest and richest tech giants in the world. Foremost among them is the biggest behemoth of them all, Tencent, a Swiss Army Knife of a company that combines the services of a half dozen or more of the best-known internet giants in the West. The immense wealth and reach deep into every household in China of companies like these has recently placed them at the center of Beijing's regulatory and political attention. Despite their enormous size and power, few outside of China know of or understand these companies. Now, thanks to\u003ci\u003e Influence Empire: The Story of Tencent and China's Tech Ambition\u003c\/i\u003e, that will finally change. \u003cb\u003e- - Howard French, former \u003ci\u003eNY Times\u003c\/i\u003e Shanghai bureau chief and author of \u003ci\u003eEverything Under the Heavens: How the Past Helps Shape China's Push for Global Power\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003eLulu Yilun Chen's \u003ci\u003eInfluence Empire\u003c\/i\u003e is the compelling story of one of the world's most important, but least understood companies. It is a must-read for anyone who wants to understand how the curious collision of business, technology and politics in today's China will reshape our world. \u003cb\u003e- - Peter Martin, author of \u003ci\u003eChina's Civilian Army\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003eIn \u003ci\u003eInfluence \u003c\/i\u003e\u003ci\u003eEmpire\u003c\/i\u003e, the long-time tech reporter narrates the emergence of China's tech titans their often-haphazard rises to success, and the struggles between then for revenue and domination of the marketplace... The book asks whether without freedom of thought China's economic miracle can persist. \u003cb\u003e-- The Post\u003c\/b\u003e\u003cbr\u003e'Vital . . . More than a corporate hagiography, Ms. Chen's book offers insight into the company via executive interviews and exclusive details.' \u003cb\u003e-- \u003ci\u003eNew York Times\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e'The company, China's largest internet giant, now has a massive portfolio of internet firms across a wide range of sectors, including social media, e-commerce, ride-hailing, gaming, and tutoring. But the future of Chinese Big Tech is very much in question, making the many fascinating stories in Chen's book essential reading for China watchers.' \u003cb\u003e-- Project Syndicate\u003c\/b\u003e\u003cbr\u003e'\u003cb\u003eA \u003c\/b\u003e\u003cb\u003efascinating study of the tech giant and its symbiotic relationship with the Chinese government\u003c\/b\u003e ... With \u003ci\u003eInfluence Empire\u003c\/i\u003e, Chen, a reporter for Bloomberg, seeks to tell the story of arguably China's greatest entrepreneurial success, expose the threads that link Xi Jinping's regime to your Snapchat account, and familiarise us with the company's reclusive, 50-year-old founder Ma Huateng, who goes by the incongruous English moniker \"Pony\"... The book's most interesting material explores the waxing and waning of the relationship between Tencent and the Chinese communist party, which is eager to, as Chen puts it, \"keep the rising class of tech-savvy moguls in place before their economic aspirations turn political.\"' \u003cb\u003e-- \u003ci\u003eGuardian\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003eA book that tells Tencent's story has been long overdue, and Lulu Chen's account is not only comprehensive, but also a gripping business narrative. The globally influential company finally has the account it deserves. \u003cb\u003e-- David Barboza, \u003ci\u003eThe Wire\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003eThere's so much fascinating detail here: the company may serve as a 'towering paean to futurism and commerce' but it still has the Communist Party woven into its fabric, extolling its past glories in the company gym. \u003cb\u003e-- \u003ci\u003eThe Times\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e'It's a fascinating story of entrepreneurship, of what it's like to build a company in a Communist state. Chen clearly charts the rise of one of the largest tech and social media companies in the world, which is shadowed by one of the most paranoid governments in the world. In one corner of the ring you have the values of the Communist Party, in the other you have the value proposition of Tencent. Chen goes beyond that, we get the stories behind the headline, the characters, the culture and the back stories.' -- \u003cb\u003eMimi Alemayehou, Senior Vice President for Public-Private Partnerships, Strategic Growth, Mastercard \u003c\/b\u003e\u003cbr\u003e'Coming to grips with the tech industry is not easy at the best of times given how quickly the sector evolves. It is even more difficult when it is in China and the relationship (between tech companies) and the government is extremely fluid, yet \u003ci\u003eInfluence Empire\u003c\/i\u003e by Lulu Chen manages to provide important insights across all these dimensions. The book is an engaging look into the Chinese tech world, including the relationship with not just the government there, but also with western capital. It comes at a time, to quote the author 'alliances and allegiances change within the blink of an eye\" and \"national champions become public enemies overnight.\" This book will be of interest to a very broad range of people, and rightly so, from tech specialists, economists and corporate executives worrying about disruption of supply chains to those interested in innovation, as well as those assessing the increasing weaponization of tech for national security purposes.' -- \u003cb\u003eMohamed El-Erian, President, Queens' College, Cambridge University, Advisor to Allianz and Gramercy \u003c\/b\u003e","brand":"Hodder \u0026 Stoughton","offers":[{"title":"Default Title","offer_id":48740201431383,"sku":"9781529346855","price":21.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781529346855.jpg?v=1720054123"},{"product_id":"impact-of-industry-4-0-on-sustainable-tourism-perspectives-challenges-and-future-9781804551585","title":"Impact of Industry 4.0 on Sustainable Tourism:","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThe tourism and hospitality industry is at the forefront of the climate crisis as a significant source of carbon emissions on a global scale. There is a need to disseminate opportunities and explore scientific avenues in emerging technologies associated with industry 4.0 , such as artificial intelligence, virtual and augmented reality, ‘extended reality’ or the use of service robots, and forecasting future trends in the tourism industry’s fight against the climate crisis.\u003c\/p\u003e \u003cp\u003eTranslating these current and future problems into pragmatic solutions, the chapter authors explore the opportunities for both academia and industry in agile and disruptive technologies. By integrating unique features of these advancements like Extended Reality (XR), Machine Intelligence (MI) and Computer Vision (CV), \u003cem\u003eImpact of Industry 4.0 on Sustainable Tourism \u003c\/em\u003edetermines the trajectory of sustainable tourism development.\u003c\/p\u003e \u003cp\u003eOf interest to both academics and practitioners, \u003cem\u003eImpact of Industry 4.0 on Sustainable Tourism \u003c\/em\u003ereveals patterns and projections to provide a discourse on the progression of disruptive and futuristic technologies in the field of sustainable tourism research and practice.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eChapter 1. Do Travel Vloggers' Credibility Influence Tourists' Visit Intention to Eco-Tourism Destination? Evidence from Bangladesh; \u003cem\u003eMd. Tariqul Islam, Siti Rahayu Hussin, Wong Foong Yee, and Uma Pandey \u003c\/em\u003e\u003cbr\u003e Chapter 2. 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You'll be walked through the design, editorial and layout process so you can create a book that looks and feels attractive, professional and captivating. The publishing process can be a minefield but with Dee Blick's know-how you'll find the best publishing option for your book. She explains the benefits of self publishing, partnership publishing, securing a publishing deal and working with a literary agent - using her own personal insights and experience plus in-depth interviews with fellow authors and publishing professionals. If you find marketing baffling, you won't after reading the 10 clear and comprehensive marketing chapters. You'll learn how to market your book on a zero or shoestring budget using social media and traditional marketing to get phenomenal results. You'll also learn the insider secrets of approaching professional reviewers (shared by a highly esteemed professional reviewer of fiction and non-fiction books) and how to get dozens of genuine five-star reviews on Amazon and other review sites to boost your book sales further still. You'll also find out how to hold a packed out book launch that costs you nothing. With this book, you'll understand exactly how you can make serious money from your bestselling book on a step-by-step basis whether you're writing fiction or non-fiction. The Ultimate Guide to Writing and Marketing a Bestselling Book on a Shoestring Budget gives new authors and established authors everything they need to write a bestseller and sell thousands of books. If there's a book in you, this is the book for you!\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"Dee is an author with an enviable track record of success in terms of utility, sales, reputation and reach. 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I'm thinking this is going to be another hot seller as the content is inspiring and will really give people the confidence to make that leap and publish their own book.\" Andy Fernandez, The Chartered Institute of Marketing","brand":"Filament Publishing Ltd","offers":[{"title":"Default Title","offer_id":48742550405463,"sku":"9781910125045","price":999.99,"currency_code":"GBP","in_stock":false}]},{"product_id":"introduction-to-electronic-commerce-and-social-commerce-9783319500904","title":"Introduction to Electronic Commerce and Social","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis is a complete update of the best-selling undergraduate textbook on Electronic Commerce (EC).  New to this 4th Edition is the addition of material on Social Commerce (two chapters); a new tutorial on the major EC support technologies, including cloud computing, RFID, and EDI; ten new learning outcomes; and video exercises added to most chapters.  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Indeed many college graduates today were not even born when the Web first emerged. It is therefore an opportune time to view the Web as having reached the point of graduation. The Web has led to new ways in which businesses connect and operate, and how individuals communicate and socialize; related technologies include cloud computing, social commerce, crowd sourcing, and the Internet of Things, to name but a few. These developments, including their technological foundations and business impacts, are at the heart of the book. It contextualizes these topics by providing a brief history of the World Wide Web, both in terms of the technological evolution and its resultant business impacts.\u003cbr\u003eThe book was written for a broad audience, including technology managers and students in higher education. 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This book will help you sort it out.” — Arne Sorenson, CEO of Marriott International  “Should every business jump on, surrender to, or be a platform? Should government condemn, regulate, or imitate platform businesses? This book not only answers these questions; it also provides critical understanding of the underpinning and superstructure of platforms. For every business and social leader, this is the go-to book for learning the essential lessons about the business phenomenon of our times.” — Reed Hundt, former chairman of the Federal Communications Commission and author of A Crisis Wasted: Barack Obama’s Defining Decisions  “The Business of Platforms should be read by all managers, entrepreneurs, investors, and academics interested in platform businesses. 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As Amazon and Walmart build and defend their dominance, Del Rey brings the reader into the complexities and trade-offs of their business decisions, revealing all that goes into the quest for customer loyalty—and all that is lost when two giants control so much of our economy.” — Sarah Frier, author of No Filter  “Walmart and Amazon are too often discussed separately, despite their overlapping impact on America and the world. Winner Sells All explores the biggest business story of the past twenty years, through the eyes of an unusually broad and deep network of sources.” — Christopher Mims, tech columnist for the Wall Street Journal and author of Arriving Today  \"An eye-opening look at a battle of corporate titans that shows few signs of slowing down.\" — Kirkus Reviews  “Del Rey’s behind-the-scenes insights enlighten, and the author makes no bones about what the companies’ success has cost workers, criticizing both for keeping wages low while lavishly rewarding executives. This thorough outing delivers.” — Publishers Weekly","brand":"HarperCollins Publishers Inc","offers":[{"title":"Default Title","offer_id":48864124862807,"sku":"9780063076327","price":23.75,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780063076327.jpg?v=1722270497"},{"product_id":"trade-like-a-stock-market-wizard-how-to-achieve-super-performance-in-stocks-in-any-market-9780071807227","title":"Trade Like a Stock Market Wizard How to Achieve","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003ci\u003e\"Minervini has run circles around most PhDs tryingto design systems to beat the market.\"\u003c\/i\u003e -- JACK SCHWAGER, bestselling author of \u003cb\u003eStock Market Wizards\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003e\"Mark's book has to be on every investor's bookshelf. 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Social media is no longer a curiosity on the horizon but a significant part of your marketing mix.\u003c\/p\u003e \u003cp\u003eWhile other books explain why social media is critical and how to go about participating, \u003ci\u003eSocial Media Metrics\u003c\/i\u003e focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy striving for more Twitter followers or Facebook friends than the competition is a failing strategy\u003c\/li\u003e \u003cli\u003eHow to leverage the time and effort you invest in social media\u003c\/li\u003e \u003cli\u003eHow to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the o\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword x\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eIntroduction: Getting Started—Understanding the Ground Rules xv\u003c\/p\u003e \u003cp\u003eChapter 1 Getting Focused—Identifying Goals 1\u003c\/p\u003e \u003cp\u003eChapter 2 Getting Attention—Reaching Your Audience 15\u003c\/p\u003e \u003cp\u003eChapter 3 Getting Respect—Identifying Influence 51\u003c\/p\u003e \u003cp\u003eChapter 4 Getting Emotional—Recognizing Sentiment 77\u003c\/p\u003e \u003cp\u003eChapter 5 Getting Response—Triggering Action 105\u003c\/p\u003e \u003cp\u003eChapter 6 Getting the Message—Hearing the Conversation 123\u003c\/p\u003e \u003cp\u003eChapter 7 Getting Results—Driving Business Outcomes 163\u003c\/p\u003e \u003cp\u003eChapter 8 Getting Buy-In—Convincing Your Colleagues 199\u003c\/p\u003e \u003cp\u003eChapter 9 Getting Ahead—Seeing the Future 213\u003c\/p\u003e \u003cp\u003eAppendix: Resources 229\u003c\/p\u003e \u003cp\u003eIndex 235\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864633389399,"sku":"9780470583784","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470583784.jpg?v=1722272819"},{"product_id":"affiliate-program-management-an-hour-a-day-9780470651735","title":"Affiliate Program Management  An Hour a Day","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eAffiliate marketing is hot; here's how to get your program going    Nearly every retailer in the Internet Retailers' Top 500 has an affiliate marketing program. Now free affiliate networks, automation software, and pay-for-performance compensation models are making it easy for small businesses to take advantage of this marketing tool.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xxvii\u003c\/p\u003e \u003cp\u003eIntroduction xxix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I History, Terminology, and Introductory Remarks 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Understanding Affiliate Marketing 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Affiliate Marketing? 4\u003c\/p\u003e \u003cp\u003eAffiliates, Subaffiliates, and Superaffiliates 5\u003c\/p\u003e \u003cp\u003eAffiliates 5\u003c\/p\u003e \u003cp\u003eSubaffiliates 6\u003c\/p\u003e \u003cp\u003eSuperaffiliates 7\u003c\/p\u003e \u003cp\u003eUniversality of Affiliate Marketing 9\u003c\/p\u003e \u003cp\u003eMarketing Channels and Types of Affiliates 9\u003c\/p\u003e \u003cp\u003eContent Publishing 10\u003c\/p\u003e \u003cp\u003eCouponing 10\u003c\/p\u003e \u003cp\u003eData Feeds 11\u003c\/p\u003e \u003cp\u003eEmail Marketing 12\u003c\/p\u003e \u003cp\u003ePaid Search 12\u003c\/p\u003e \u003cp\u003eLoyalty Marketing 12\u003c\/p\u003e \u003cp\u003eSocial Media 15\u003c\/p\u003e \u003cp\u003eVideo 15\u003c\/p\u003e \u003cp\u003ePopularity 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Budget, Payments, and Related Considerations 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBudgeting 20\u003c\/p\u003e \u003cp\u003ePerformance-Based Models 21\u003c\/p\u003e \u003cp\u003eInteraction with Other Channels 24\u003c\/p\u003e \u003cp\u003eReversal Policies and Related Considerations 25\u003c\/p\u003e \u003cp\u003eDuplicate Orders 27\u003c\/p\u003e \u003cp\u003eLocking Periods and Lock Dates 27\u003c\/p\u003e \u003cp\u003eConsider a Nonreversal Policy 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Month 1: Pre-Launch Research and Analysis 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Week 1: Perform Competitive Marketing Analysis 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Understand SWOTT Analysis 34\u003c\/p\u003e \u003cp\u003eTuesday: Identify Strengths and Weaknesses 36\u003c\/p\u003e \u003cp\u003eStrengths 36\u003c\/p\u003e \u003cp\u003eWeaknesses 36\u003c\/p\u003e \u003cp\u003eWednesday: Evaluate Opportunities, Trends, and Threats 37\u003c\/p\u003e \u003cp\u003eOpportunities and Trends 37\u003c\/p\u003e \u003cp\u003eThreats 39\u003c\/p\u003e \u003cp\u003eThursday: Present Your Analysis to Your Boss\/Client 39\u003c\/p\u003e \u003cp\u003eFriday: Develop a Competitive Intelligence Strategy 41\u003c\/p\u003e \u003cp\u003eJoin Affiliate Programs 42\u003c\/p\u003e \u003cp\u003eFollow Competitor in Other Ways 42\u003c\/p\u003e \u003cp\u003eSet Up Automatic Monitoring 43\u003c\/p\u003e \u003cp\u003eEmploy Traffic Monitoring Tools 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Week 2: Understanding Tracking and Reporting 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Evaluate Affiliate Networks 48\u003c\/p\u003e \u003cp\u003eAffiliate Networks 48\u003c\/p\u003e \u003cp\u003eTuesday: Understand CPA Networks and How They Work 56\u003c\/p\u003e \u003cp\u003eWednesday: Assess In-House Solutions 61\u003c\/p\u003e \u003cp\u003eMaking the Choice 63\u003c\/p\u003e \u003cp\u003eThursday: Analyze Payment Options 64\u003c\/p\u003e \u003cp\u003eWhat Do Affiliates Prefer? 64\u003c\/p\u003e \u003cp\u003eOutsourced Payment Solutions 66\u003c\/p\u003e \u003cp\u003eFriday: Understand the Importance of Cookies 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Week 3: Evaluate Program Management Options 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Understand the Basics 70\u003c\/p\u003e \u003cp\u003eAutopilot vs Proactive Management 70\u003c\/p\u003e \u003cp\u003eKey Management Elements 71\u003c\/p\u003e \u003cp\u003eManage the Program, Not Affiliates 74\u003c\/p\u003e \u003cp\u003eTuesday: Set Your Expectations 74\u003c\/p\u003e \u003cp\u003eWednesday: Outline Qualifications and Certification 76\u003c\/p\u003e \u003cp\u003eAffiliate Program Manager Qualifications 76\u003c\/p\u003e \u003cp\u003eEducation and Certification 77\u003c\/p\u003e \u003cp\u003eThursday: Weigh In-House vs Outsourced Solutions 78\u003c\/p\u003e \u003cp\u003eFriday: Determine Compensation and Draft Contact 80\u003c\/p\u003e \u003cp\u003eDetermining Compensation 80\u003c\/p\u003e \u003cp\u003eDrafting the Contracting Agreement 82\u003c\/p\u003e \u003cp\u003eSample Outsourced Program Management Agreement 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Week 4: Finalize Payment Models and Cookie Life 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Decide on the Payment Models to Use 90\u003c\/p\u003e \u003cp\u003eTuesday: Determine Whether You Need a Two-Tier Program 94\u003c\/p\u003e \u003cp\u003eWednesday: Study Cookie Retention Data and Make Conclusions 95\u003c\/p\u003e \u003cp\u003eCookie Retention Rates 95\u003c\/p\u003e \u003cp\u003eReturn Days Analysis 96\u003c\/p\u003e \u003cp\u003eConclusion 99\u003c\/p\u003e \u003cp\u003eThursday: Calculate Commission Budgeting in Incentives 99\u003c\/p\u003e \u003cp\u003eIncentives and Tiered Commission Increases 101\u003c\/p\u003e \u003cp\u003eTypes of Monetary Incentives 101\u003c\/p\u003e \u003cp\u003eFriday: Finalize Overall Payment Terms 104\u003c\/p\u003e \u003cp\u003eQualifying Action 104\u003c\/p\u003e \u003cp\u003eCookie Life 104\u003c\/p\u003e \u003cp\u003ePayment Models 104\u003c\/p\u003e \u003cp\u003eCommission 105\u003c\/p\u003e \u003cp\u003eIncentives 105\u003c\/p\u003e \u003cp\u003eLocking Period 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Month 2: Setting Your Affiliate Program Up 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Week 1: Develop Creative Inventory 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Review Types of Creatives Used by Affiliates 110\u003c\/p\u003e \u003cp\u003eDeciding Where to Start 115\u003c\/p\u003e \u003cp\u003eTuesday: Understand and Put Together Text Links 117\u003c\/p\u003e \u003cp\u003eWednesday: Learn About Banner Usage and Popular Sizes 119\u003c\/p\u003e \u003cp\u003eBanner Sizes 119\u003c\/p\u003e \u003cp\u003eFile Size 121\u003c\/p\u003e \u003cp\u003eThursday: Review Banner Creation Mistakes and Work on Banners 122\u003c\/p\u003e \u003cp\u003e10 Mistakes to Avoid 122\u003c\/p\u003e \u003cp\u003eExamples of Good Affiliate Banners 124\u003c\/p\u003e \u003cp\u003eCheck What’s Working for Your Competition 125\u003c\/p\u003e \u003cp\u003eFriday: Develop a Dynamic Creative Policy 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Week 2: Data Feeds, Coupons, and Plug-Ins 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Learn About Data Feeds 130\u003c\/p\u003e \u003cp\u003eHow Do You Create a Data Feed? 131\u003c\/p\u003e \u003cp\u003eData Feed Standard 132\u003c\/p\u003e \u003cp\u003eTuesday: Study and Avoid Common Data Feed Mistakes 133\u003c\/p\u003e \u003cp\u003eWednesday: Discover Feed Importing Options 136\u003c\/p\u003e \u003cp\u003eComputer Programs 136\u003c\/p\u003e \u003cp\u003eOnline-Based Solutions 136\u003c\/p\u003e \u003cp\u003eOn-Server Applications 140\u003c\/p\u003e \u003cp\u003ePrivate-Label Solutions 141\u003c\/p\u003e \u003cp\u003eNetwork-Based Solutions 142\u003c\/p\u003e \u003cp\u003eThursday: Develop Your Coupon Strategy 143\u003c\/p\u003e \u003cp\u003eSolution to Possible Conflict with Coupon Affiliates 144\u003c\/p\u003e \u003cp\u003eWhat Coupons Should Merchants Offer? 145\u003c\/p\u003e \u003cp\u003eTypes of Deals That Convert Best 146\u003c\/p\u003e \u003cp\u003eWhat Makes a “Killer Coupon”? 146\u003c\/p\u003e \u003cp\u003eLanding Pages for Coupons 147\u003c\/p\u003e \u003cp\u003eFriday: Understand Add-Ons and Plug-Ins 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Week 3: Research and Develop Program Policies 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Work on Your Coupon and Discounts Policy 154\u003c\/p\u003e \u003cp\u003ePseudo-couponing 154\u003c\/p\u003e \u003cp\u003eExamples of Coupon Policies 156\u003c\/p\u003e \u003cp\u003eTuesday: Develop Your Trademark Policy 158\u003c\/p\u003e \u003cp\u003eTrademarks and Paid Search 158\u003c\/p\u003e \u003cp\u003eTrademarks and Domain Names 159\u003c\/p\u003e \u003cp\u003eHow to Word the Agreement 160\u003c\/p\u003e \u003cp\u003eWednesday: Formulate Policies Regarding Loyalty and Rebates Affiliates 163\u003c\/p\u003e \u003cp\u003eThe Rotten Apple 164\u003c\/p\u003e \u003cp\u003eThursday: Word Your Recommendations on Affiliate Disclosures 167\u003c\/p\u003e \u003cp\u003eRequirement to Disclose Relationships 167\u003c\/p\u003e \u003cp\u003eImplications for Affiliate Marketers 169\u003c\/p\u003e \u003cp\u003eEveryone Is Accountable 170\u003c\/p\u003e \u003cp\u003eHow to Word Disclosures and Agreements 171\u003c\/p\u003e \u003cp\u003eFriday: Finalize Your Affiliate Program Agreement 172\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Week 4: Final Brushstrokes 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Implement Tracking and Test the System 184\u003c\/p\u003e \u003cp\u003eTuesday: Prepare the Text for Three Email Templates 185\u003c\/p\u003e \u003cp\u003eApplication Receipt 186\u003c\/p\u003e \u003cp\u003eApproval Email 187\u003c\/p\u003e \u003cp\u003eRecruitment Phase 190\u003c\/p\u003e \u003cp\u003eWelcoming Phase 190\u003c\/p\u003e \u003cp\u003eRoutine Phase 191\u003c\/p\u003e \u003cp\u003eAdditional Approval Emails 191\u003c\/p\u003e \u003cp\u003eDenial Email 192\u003c\/p\u003e \u003cp\u003eWednesday: Set Up Your Affiliate Program Support Base 193\u003c\/p\u003e \u003cp\u003eSign-up Link 194\u003c\/p\u003e \u003cp\u003eNonexistent Link 194\u003c\/p\u003e \u003cp\u003eBroken Link 194\u003c\/p\u003e \u003cp\u003eNo Real Info 195\u003c\/p\u003e \u003cp\u003eVague Verbiage 195\u003c\/p\u003e \u003cp\u003eProgram Bio 195\u003c\/p\u003e \u003cp\u003eMini-Sites 196\u003c\/p\u003e \u003cp\u003eFive Common Problems with Text 200\u003c\/p\u003e \u003cp\u003eEmail Address 201\u003c\/p\u003e \u003cp\u003eThursday: Prepare Announcement Text 201\u003c\/p\u003e \u003cp\u003eThe Checklist 201\u003c\/p\u003e \u003cp\u003eThree Types of Calls to Action 201\u003c\/p\u003e \u003cp\u003eSample Announcement 202\u003c\/p\u003e \u003cp\u003eFriday: Compile Lists of Keywords and Best Sellers 204\u003c\/p\u003e \u003cp\u003eKeyword Lists 204\u003c\/p\u003e \u003cp\u003eBest-Seller Lists 209\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Month 3: Program Launch and Affiliate Program Management 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Week 1: Launch the Affiliate Program and Recruit 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Announce Program Launch 214\u003c\/p\u003e \u003cp\u003ePress Release Websites 214\u003c\/p\u003e \u003cp\u003eAffiliate Marketing Websites 214\u003c\/p\u003e \u003cp\u003eAffiliate Program Directories 216\u003c\/p\u003e \u003cp\u003eSocial-Media Channels 218\u003c\/p\u003e \u003cp\u003eAffiliate Networks 218\u003c\/p\u003e \u003cp\u003eTuesday: Study Affiliate Recruitment Tools and Techniques 219\u003c\/p\u003e \u003cp\u003eFree Recruitment Tools 219\u003c\/p\u003e \u003cp\u003eSeven Avenues of Affiliate Recruitment 220\u003c\/p\u003e \u003cp\u003eWednesday: Develop a Direct-Contact Recruitment Strategy 227\u003c\/p\u003e \u003cp\u003eThree Forms of Direct Contact 228\u003c\/p\u003e \u003cp\u003eHow Not to Do It 229\u003c\/p\u003e \u003cp\u003eHow to Make It Shine 230\u003c\/p\u003e \u003cp\u003eSample Texts for Affiliate Recruitment 233\u003c\/p\u003e \u003cp\u003eThursday: Formulate Your Social Media Approach 236\u003c\/p\u003e \u003cp\u003eTypes of Social Media and Where to Start 236\u003c\/p\u003e \u003cp\u003eEssential Points to Remember 237\u003c\/p\u003e \u003cp\u003eBlogging Tips 238\u003c\/p\u003e \u003cp\u003eGet Ready to Rock ’n’ Roll! 240\u003c\/p\u003e \u003cp\u003eFriday: Plan to Attend Conferences and Shows 240\u003c\/p\u003e \u003cp\u003eAffiliate Marketing Conferences and Events 241\u003c\/p\u003e \u003cp\u003eOther Conferences on Online Marketing 242\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Week 2: Plan Your Affiliate Communication 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Study Affiliate-Preferred Channels of Communication 244\u003c\/p\u003e \u003cp\u003eGlobal Problem 244\u003c\/p\u003e \u003cp\u003ePreferred Communication Channels 245\u003c\/p\u003e \u003cp\u003eTwo-Way Symmetric Communication 246\u003c\/p\u003e \u003cp\u003eTypes of Communication 247\u003c\/p\u003e \u003cp\u003eTuesday: Decide on Frequency of Newsletters and Approach 247\u003c\/p\u003e \u003cp\u003eCommunication Frequency and Response Time 248\u003c\/p\u003e \u003cp\u003eFormulate Your Approach and Stick to It 249\u003c\/p\u003e \u003cp\u003eWednesday: Learn How to Put Together Affiliate Newsletters 250\u003c\/p\u003e \u003cp\u003eAffiliate Newsletter Format and Characteristics 250\u003c\/p\u003e \u003cp\u003eThree p’s to Remember Before Hitting Send 251\u003c\/p\u003e \u003cp\u003eJuly Winners 252\u003c\/p\u003e \u003cp\u003eAugust 2009 Promo 253\u003c\/p\u003e \u003cp\u003eCreatives 253\u003c\/p\u003e \u003cp\u003eMeet Us at Affiliate Summit East 2009 253\u003c\/p\u003e \u003cp\u003eMotivating Through Newsletters 255\u003c\/p\u003e \u003cp\u003eThursday: Launch Social-Media Efforts 256\u003c\/p\u003e \u003cp\u003eAffiliate Forums 256\u003c\/p\u003e \u003cp\u003eMicroblogging 258\u003c\/p\u003e \u003cp\u003eSocial Networking 259\u003c\/p\u003e \u003cp\u003eFriday: Start Writing Your Affiliate Program’s Blog, Developing FAQs and Tutorials 260\u003c\/p\u003e \u003cp\u003eBasic Questions 260\u003c\/p\u003e \u003cp\u003eDetailed Instructional Section 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Week 3: Program Management 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Categorize Affiliates 266\u003c\/p\u003e \u003cp\u003eTuesday: Develop Fraud Prevention Policy and Enforcement Rules 268\u003c\/p\u003e \u003cp\u003eFraud Prevention 268\u003c\/p\u003e \u003cp\u003eEnforcement Policy 271\u003c\/p\u003e \u003cp\u003eWednesday: Start Profiling Affiliates 272\u003c\/p\u003e \u003cp\u003eThursday: Forget About Managing, and Start Leading! 274\u003c\/p\u003e \u003cp\u003eTwenty Differences Between Management and Leadership 275\u003c\/p\u003e \u003cp\u003eThe Four Most Valued Characteristics of a Leader 277\u003c\/p\u003e \u003cp\u003eIt’s All About Emergent Leadership 280\u003c\/p\u003e \u003cp\u003eFriday: Become a Transformational Leader 281\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Week 4: Affiliate Motivation 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Learn About Motivation in General and Marketing to Marketers in Particular 286\u003c\/p\u003e \u003cp\u003eMotivation Is Always Multifaceted 286\u003c\/p\u003e \u003cp\u003eKeys to Moving Mountains 287\u003c\/p\u003e \u003cp\u003eFocus on Personal Advancement, Needs, and Goals 287\u003c\/p\u003e \u003cp\u003eForget About “Motivation” by Threat 288\u003c\/p\u003e \u003cp\u003eTuesday: Study Contingency Theory 290\u003c\/p\u003e \u003cp\u003eContingency Approach 290\u003c\/p\u003e \u003cp\u003eThe Nature of Affiliates 291\u003c\/p\u003e \u003cp\u003eApplications of Contingency Models to Affiliate Program Management 291\u003c\/p\u003e \u003cp\u003eWednesday: Understand How Extrinsic Motivation Works 294\u003c\/p\u003e \u003cp\u003eFive Golden Rules of Successful Extrinsic Motivation 294\u003c\/p\u003e \u003cp\u003eExamples of Incentive Campaigns 295\u003c\/p\u003e \u003cp\u003eMotivation by Money vs Autonomy, Mastery, and Purpose 297\u003c\/p\u003e \u003cp\u003eThursday: Learn More About Intrinsic Motivation 298\u003c\/p\u003e \u003cp\u003eIntrinsic Motivation—The Ultimate Goal 299\u003c\/p\u003e \u003cp\u003eNicholson’s Method and Affiliate Context 300\u003c\/p\u003e \u003cp\u003eMotivating Culturally Diverse Affiliates 301\u003c\/p\u003e \u003cp\u003eFriday: Arrive at Your Own Optimal Approach 302\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Month 4: Advanced Management and Analysis 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Week 1: Study and Learn to Deal with Parasitism and Problematic Affiliates 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Monitor Red Flags in Affiliate Applications 308\u003c\/p\u003e \u003cp\u003eTuesday: Learn About Affiliate Parasitism 313\u003c\/p\u003e \u003cp\u003eThree Types of Parasites 313\u003c\/p\u003e \u003cp\u003eProgram Agreement 314\u003c\/p\u003e \u003cp\u003eCookie Stuffing 315\u003c\/p\u003e \u003cp\u003eWednesday: Educate Yourself on Adware and Toolbars 316\u003c\/p\u003e \u003cp\u003eWhat Parasites Are and How They Work 318\u003c\/p\u003e \u003cp\u003eWhat Affiliates Think 320\u003c\/p\u003e \u003cp\u003eThursday: Police Trademark Violators 320\u003c\/p\u003e \u003cp\u003ePlatform-Based Tools 321\u003c\/p\u003e \u003cp\u003eIndependent Tools 321\u003c\/p\u003e \u003cp\u003eFriday: Learn About Coupon Theft and Copycat Sites 325\u003c\/p\u003e \u003cp\u003eThe Problem 325\u003c\/p\u003e \u003cp\u003eThe Solution 326\u003c\/p\u003e \u003cp\u003eCopycat Sites 328\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Week 2: Master Affiliate Program Analytics and Optimization 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonday: Understand What KPIs and Metrics to Focus On 330\u003c\/p\u003e \u003cp\u003eKPIs for Advertisers\/Merchants 330\u003c\/p\u003e \u003cp\u003eTuesday: Split Test to Improve Conversions 332\u003c\/p\u003e \u003cp\u003eConversion Optimization 333\u003c\/p\u003e \u003cp\u003eWhat to Test 335\u003c\/p\u003e \u003cp\u003eHow to Test Effectively 336\u003c\/p\u003e \u003cp\u003eWednesday: Explore Alternative Tracking Solutions and Compensation Models 337\u003c\/p\u003e \u003cp\u003eCookieless Tracking 338\u003c\/p\u003e \u003cp\u003eAlternative Compensation Models 338\u003c\/p\u003e \u003cp\u003eThursday: Engage in Ongoing Competitive Intelligence 342\u003c\/p\u003e \u003cp\u003eWhy? 343\u003c\/p\u003e \u003cp\u003eHow? 343\u003c\/p\u003e \u003cp\u003eWhat? 344\u003c\/p\u003e \u003cp\u003eFriday: Analyze Progress and Stay Informed 346\u003c\/p\u003e \u003cp\u003eMonitor Affiliate Program Performance 347\u003c\/p\u003e \u003cp\u003eBe on Top of Industry Trends and Developments 347\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Deadliest Mistakes to Avoid 351\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMistakes, Errors, and Lessons to Learn 352\u003c\/p\u003e \u003cp\u003e15 Mistakes Committed by Merchants 352\u003c\/p\u003e \u003cp\u003eMistake 1: Leaky Websites 353\u003c\/p\u003e \u003cp\u003eMistake 2: “Autopilot” Approach to Affiliate Program 354\u003c\/p\u003e \u003cp\u003eMistake 3: Unclear or Absent Program TOS 354\u003c\/p\u003e \u003cp\u003eMistake 4: Nonexistent PPC Policy 354\u003c\/p\u003e \u003cp\u003eMistake 5: Embarrassing Commission Rates 354\u003c\/p\u003e \u003cp\u003eMistake 6: Short Cookie Life 354\u003c\/p\u003e \u003cp\u003eMistake 7: Insisting on Home Page Links 355\u003c\/p\u003e \u003cp\u003eMistake 8: Insisting on Promotion of Best Sellers 355\u003c\/p\u003e \u003cp\u003eMistake 9: Commission Drops 355\u003c\/p\u003e \u003cp\u003eMistake 10: Lack of Advanced Notifications 356\u003c\/p\u003e \u003cp\u003eMistake 11: Late Payments 356\u003c\/p\u003e \u003cp\u003eMistake 12: Changes That Affect Affiliate Links 357\u003c\/p\u003e \u003cp\u003eMistake 13: Tampering with Tracking Code 357\u003c\/p\u003e \u003cp\u003eMistake 14: Unrealistic Goals for Commission Increases 357\u003c\/p\u003e \u003cp\u003eMistake 15: Asking for Something You Cannot Return 358\u003c\/p\u003e \u003cp\u003e25 Affiliate Program Management Mistakes 358\u003c\/p\u003e \u003cp\u003eMistake 16: Managing Affiliates 358\u003c\/p\u003e \u003cp\u003eMistake 17: Assuming You Are Smarter Than Affiliates 358\u003c\/p\u003e \u003cp\u003eMistake 18: Assuming All Affiliates Are Prone to Fraud 359\u003c\/p\u003e \u003cp\u003eMistake 19: Terminating Inactive Affiliates 359\u003c\/p\u003e \u003cp\u003eMistake 20: Practicing a “One-Size-Fits-All” Approach 360\u003c\/p\u003e \u003cp\u003eMistake 21: Believing Money Is the Best Incentive 360\u003c\/p\u003e \u003cp\u003eMistake 22: Being Impersonal 360\u003c\/p\u003e \u003cp\u003eMistake 23: Belated Approvals 360\u003c\/p\u003e \u003cp\u003eMistake 24: Untargeted Recruitment Emails 360\u003c\/p\u003e \u003cp\u003eMistake 25: Use of Email Addresses Based on Free Servers 360\u003c\/p\u003e \u003cp\u003eMistake 26: Not Responding to Affiliate Emails and Questions 361\u003c\/p\u003e \u003cp\u003eMistake 27: Failing to Maintain an Ongoing Communication Channel 361\u003c\/p\u003e \u003cp\u003eMistake 28: Informing Affiliates of the Obvious 361\u003c\/p\u003e \u003cp\u003eMistake 29: Ignoring Affiliate Suggestions 362\u003c\/p\u003e \u003cp\u003eMistake 30: Low-Quality Answers to Questions 362\u003c\/p\u003e \u003cp\u003eMistake 31: Asking Affiliates How They Can Do Better 363\u003c\/p\u003e \u003cp\u003eMistake 32: Selective Helping 363\u003c\/p\u003e \u003cp\u003eMistake 33: Typos, Spelling Mistakes, and Code Errors 363\u003c\/p\u003e \u003cp\u003eMistake 34: Insisting on Phoning 363\u003c\/p\u003e \u003cp\u003eMistake 35: Termination of Affiliate Accounts Without Notice 363\u003c\/p\u003e \u003cp\u003eMistake 36: Dryness and Blandness 364\u003c\/p\u003e \u003cp\u003eMistake 37: Unkept Promises 364\u003c\/p\u003e \u003cp\u003eMistake 38: Ultimatums 364\u003c\/p\u003e \u003cp\u003eMistake 39: Showing One Affiliate’s Site to Others 365\u003c\/p\u003e \u003cp\u003eMistake 40: Failing to Admit Mistakes 365\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 Affiliate Program Promotion Ideas 367\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSharing Ideas 368\u003c\/p\u003e \u003cp\u003eBetter Base Conditions for Select Affiliates 369\u003c\/p\u003e \u003cp\u003eFree Domain Giveaway 369\u003c\/p\u003e \u003cp\u003eArithmetic Progression Bonuses 370\u003c\/p\u003e \u003cp\u003eCobranded Version of a Good Affiliate Tool 370\u003c\/p\u003e \u003cp\u003eSegment Your Products 371\u003c\/p\u003e \u003cp\u003eLearn to Celebrate 371\u003c\/p\u003e \u003cp\u003eRun “Happy Weeks” 372\u003c\/p\u003e \u003cp\u003eClassic “Happy Week” Idea 373\u003c\/p\u003e \u003cp\u003eAn A-B-C-D-E Idea 374\u003c\/p\u003e \u003cp\u003eA 1-2-3-4-5 Idea 375\u003c\/p\u003e \u003cp\u003eColors Idea 376\u003c\/p\u003e \u003cp\u003eLingua-Symbolic Idea for One Week 377\u003c\/p\u003e \u003cp\u003eSliding Scale of Commission Increases 379\u003c\/p\u003e \u003cp\u003eBonus Weeks 380\u003c\/p\u003e \u003cp\u003eGrowth Tied to Commission 380\u003c\/p\u003e \u003cp\u003eOffer Tripled Commission 380\u003c\/p\u003e \u003cp\u003eRun a Lottery 381\u003c\/p\u003e \u003cp\u003eLet Them “Test-Drive” It 383\u003c\/p\u003e \u003cp\u003eOffer 100-Percent Commissions 383\u003c\/p\u003e \u003cp\u003eRun a “Free Graphics Help” Week 384\u003c\/p\u003e \u003cp\u003eAward “Every-Third-Sale” Gifts 384\u003c\/p\u003e \u003cp\u003eCash for Everything: CAIs, FSBs, and So On 385\u003c\/p\u003e \u003cp\u003eCross-Program Promotions 385\u003c\/p\u003e \u003cp\u003eDynamic Scripts 387\u003c\/p\u003e \u003cp\u003eCommission-Beating Policy 387\u003c\/p\u003e \u003cp\u003eExclusive Coupons for Select Affiliates 388\u003c\/p\u003e \u003cp\u003eTime-Sensitive Private Offers 388\u003c\/p\u003e \u003cp\u003eFree Content Help 388\u003c\/p\u003e \u003cp\u003eActivation Incentives 389\u003c\/p\u003e \u003cp\u003eTurn a Sale into a Contest 390\u003c\/p\u003e \u003cp\u003eGlossary of Abbreviations 393\u003c\/p\u003e \u003cp\u003eIndex 401\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864635257175,"sku":"9780470651735","price":20.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470651735.jpg?v=1722272828"},{"product_id":"shopify-for-dummies-9780730394457","title":"Shopify For Dummies","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"John Wiley \u0026 Sons Australia Ltd","offers":[{"title":"Default Title","offer_id":48865650016599,"sku":"9780730394457","price":17.42,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780730394457.jpg?v=1722274919"},{"product_id":"online-dispute-resolution-for-business-b2b-ecommerce-consumer-employment-insurance-and-other-commercial-conflicts-9780787957315","title":"Online Dispute Resolution for Business B2B","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eShows how Online Dispute Resolution (ODR) can be used to resolve conflicts which inevitably arise, both online and offline, in business and commerce. Based on exclusive research and best practices, this title presents advice on how ODR can save time and money, offering suggestions and approaches for resolving business related conflicts online.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e Part I: What Is ODR?\u003cbr\u003e \u003cbr\u003e 1. Overview.\u003cbr\u003e \u003cbr\u003e 2. How ODR Works.\u003cbr\u003e \u003cbr\u003e 3. Advantages of ODR.\u003cbr\u003e \u003cbr\u003e Part II: ODR and Business.\u003cbr\u003e \u003cbr\u003e 4. ODR: Essential to E-Commerce.\u003cbr\u003e \u003cbr\u003e 5. Providing Online Redress: ODR and B2C E-Commerce.\u003cbr\u003e \u003cbr\u003e 6. A Well-Lighted Place: ODR and B2B E-Commerce.\u003cbr\u003e \u003cbr\u003e 7. Maximizing Efficiency:How ODR Can Help the Insurance Industry.\u003cbr\u003e \u003cbr\u003e 8. ODR and Employment: Resolving Workplace Disputes Online.\u003cbr\u003e \u003cbr\u003e 9. Electronic Democracy: ODR and Government.\u003cbr\u003e \u003cbr\u003e 10. Confidentiality and Privacy:Health Care and Finance.\u003cbr\u003e \u003cbr\u003e 11. Building a Global Justice System: ODR and Transboundary Disputes.\u003cbr\u003e \u003cbr\u003e 12. Other Applications of ODR.\u003cbr\u003e \u003cbr\u003e Part III: Designing Effective ODR for Business: Envisioning the Fourth Party.\u003cbr\u003e \u003cbr\u003e 13. Key Considerations: Designing ODR for People, Not Machines.\u003cbr\u003e \u003cbr\u003e 14. Designing the Platform: Technology.\u003cbr\u003e \u003cbr\u003e 15. Defining the Process: Setting Standards of Practice.\u003cbr\u003e \u003cbr\u003e 16. Frequently Asked Questions (FAQs).\u003cbr\u003e \u003cbr\u003e 17. Conclusion.\u003cbr\u003e \u003cbr\u003e Appendix.\u003cbr\u003e \u003cbr\u003e Notes.\u003cbr\u003e \u003cbr\u003e Suggested Reading.\u003cbr\u003e \u003cbr\u003e Index.\u003cbr\u003e \u003cbr\u003e About the Author.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48865897251159,"sku":"9780787957315","price":23.19,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780787957315.jpg?v=1722276104"},{"product_id":"advanced-futures-trading-strategies-9780857199683","title":"Advanced Futures Trading Strategies","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eOver thirty trading strategies specifically designed for trading futures from experienced and successful professional trader Robert Carver.","brand":"Harriman House Publishing","offers":[{"title":"Default Title","offer_id":48866073280855,"sku":"9780857199683","price":45.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780857199683.jpg?v=1722276912"},{"product_id":"mastering-bitcoin-9781098150099","title":"Mastering Bitcoin","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMastering Bitcoin is your guide through the seemingly complex world of Bitcoin, providing the knowledge you need to participate in the internet of money. Whether you're building the next killer app, investing in a startup, or simply curious about the technology, this revised and expanded third edition provides essential detail to get you started.","brand":"O'Reilly Media","offers":[{"title":"Default Title","offer_id":48866332803415,"sku":"9781098150099","price":41.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781098150099.jpg?v=1722278175"},{"product_id":"inbound-marketing-revised-and-updated-9781118896655","title":"Inbound Marketing Revised and Updated","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eAttract, engage, and delight customers online\u003cbr\u003e \u003cbr\u003e \u003c\/b\u003e\u003ci\u003eInbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online\u003c\/i\u003e is a comprehensive guide to increasing online visibility and engagement. Written by top marketing and startup bloggers, the book contains the latest information about customer behavior and preferred digital experiences. From the latest insights on lead nurturing and visual marketing to advice on producing remarkable content by building tools, readers will gain the information they need to transform their marketing online.  \u003cp\u003eWith outbound marketing methods becoming less effective, the time to embrace inbound marketing is now. Cold calling, e-mail blasts, and direct mail are turning consumers off to an ever-greater extent, so consumers are increasingly doing research online to choose companies and products that meet their needs. \u003ci\u003eInbound Marketing\u003c\/i\u003e recognizes these behavioral changes as opportunities, and explains how market\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eCovering everything from website design to creating strategy, the book is a well-written and (somewhat) entertaining take on how to use the web to create a successful sales strategy (Entrepreneur Middle East, January 2015)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003eIntroduction xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Inbound Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Shopping Has Changed . . . Has Your Marketing? 3\u003c\/p\u003e \u003cp\u003eWho Moved My Customers? 6\u003c\/p\u003e \u003cp\u003eInbound in Action: Barack Obama for President 6\u003c\/p\u003e \u003cp\u003eTo Do 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Is Your Website a Marketing Hub? 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMegaphone versus Hub 9\u003c\/p\u003e \u003cp\u003eIt’s Not What You Say—It’s What Others Say About You 10\u003c\/p\u003e \u003cp\u003eDoes Your Website Have a Pulse? 10\u003c\/p\u003e \u003cp\u003eYour Mother’s Impressed, But . . . 11\u003c\/p\u003e \u003cp\u003eTracking Your Progress 13\u003c\/p\u003e \u003cp\u003eInbound in Action: 37Signals 14\u003c\/p\u003e \u003cp\u003eTo Do 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Are You Worthy? 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating a Remarkable Strategy 17\u003c\/p\u003e \u003cp\u003eTracking Your Progress 19\u003c\/p\u003e \u003cp\u003eInbound in Action: The Grateful Dead 19\u003c\/p\u003e \u003cp\u003eTo Do 20\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Get Found By Prospects 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Create Remarkable Content 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding a Content Machine 23\u003c\/p\u003e \u003cp\u003eVariety is the Spice of Life 24\u003c\/p\u003e \u003cp\u003eYou Gotta Give to Get 24\u003c\/p\u003e \u003cp\u003eMoving Beyond the Width of Your Wallet 25\u003c\/p\u003e \u003cp\u003eTracking Your Progress 25\u003c\/p\u003e \u003cp\u003eInbound in Action: Wikipedia 26\u003c\/p\u003e \u003cp\u003eTo Do 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Get Found in the Blogosphere 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Your Blog Started Right 30\u003c\/p\u003e \u003cp\u003eAuthoring Effective Articles 30\u003c\/p\u003e \u003cp\u003eHelp Google Help You 32\u003c\/p\u003e \u003cp\u003eMaking Your Articles Infectious 33\u003c\/p\u003e \u003cp\u003eGive Your Articles a Push 34\u003c\/p\u003e \u003cp\u003eStarting Conversations with Comments 35\u003c\/p\u003e \u003cp\u003eWhy Blogs Sometimes Fail 36\u003c\/p\u003e \u003cp\u003eThe Gift That Keeps on Giving 36\u003c\/p\u003e \u003cp\u003eConsuming Content with RSS 37\u003c\/p\u003e \u003cp\u003eSubscribe to Relevant Industry Blogs 37\u003c\/p\u003e \u003cp\u003eContribute to the Conversation 38\u003c\/p\u003e \u003cp\u003eTracking Your Progress 39\u003c\/p\u003e \u003cp\u003eInbound in Action: Whole Foods 40\u003c\/p\u003e \u003cp\u003eTo Do 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Get Found in Google 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePaid versus Free 45\u003c\/p\u003e \u003cp\u003eA (Brief) Introduction to How Google Works 48\u003c\/p\u003e \u003cp\u003ePicking the Perfect Keywords 50\u003c\/p\u003e \u003cp\u003eOn-Page SEO: Doing the Easy Stuff First 53\u003c\/p\u003e \u003cp\u003eOff-Page SEO: The Power of Inbound Links 58\u003c\/p\u003e \u003cp\u003eBlack Hat SEO: How to Get Your Site Banned by Google 61\u003c\/p\u003e \u003cp\u003eThe Dangers of PPC 63\u003c\/p\u003e \u003cp\u003eTracking Your Progress 64\u003c\/p\u003e \u003cp\u003eInbound in Action: LinkedIn “Elite” 65\u003c\/p\u003e \u003cp\u003eTo Do 66\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Get Found in Social Media 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating an Effective Online Profile 67\u003c\/p\u003e \u003cp\u003eGetting Fans on Facebook 69\u003c\/p\u003e \u003cp\u003eCreating Connections on LinkedIn 73\u003c\/p\u003e \u003cp\u003eGathering Followers on Twitter 77\u003c\/p\u003e \u003cp\u003eGaining Reach from Google+ 80\u003c\/p\u003e \u003cp\u003eBeing Discovered with StumbleUpon 82\u003c\/p\u003e \u003cp\u003eGetting Found on YouTube 84\u003c\/p\u003e \u003cp\u003eTracking Your Progress 86\u003c\/p\u003e \u003cp\u003eInbound in Action: FreshBooks 87\u003c\/p\u003e \u003cp\u003eTo Do 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Visual Content 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSlideShare 92\u003c\/p\u003e \u003cp\u003eVisual.ly 92\u003c\/p\u003e \u003cp\u003ePinterest 93\u003c\/p\u003e \u003cp\u003eInstagram 94\u003c\/p\u003e \u003cp\u003eSnapchat 95\u003c\/p\u003e \u003cp\u003eVine 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Software and Tools as Content 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWriting Code Instead of Text 100\u003c\/p\u003e \u003cp\u003eReplace Humans with Machines 101\u003c\/p\u003e \u003cp\u003eProvide a Next Step 102\u003c\/p\u003e \u003cp\u003eKill Bad Tools Quickly 102\u003c\/p\u003e \u003cp\u003eTools Don’t Market Themselves 103\u003c\/p\u003e \u003cp\u003eInbound in Action: Wealthfront 104\u003c\/p\u003e \u003cp\u003eTo Do 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Converting Customers 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Convert Visitors into Leads 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCompelling Calls-to-Action 110\u003c\/p\u003e \u003cp\u003eMistakes to Avoid 113\u003c\/p\u003e \u003cp\u003eOptimizing Through Experimentation 113\u003c\/p\u003e \u003cp\u003eTracking Your Progress 113\u003c\/p\u003e \u003cp\u003eInbound in Action: Google 114\u003c\/p\u003e \u003cp\u003eTo Do 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Convert Prospects into Leads 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLanding Page Best Practices 115\u003c\/p\u003e \u003cp\u003eCreating Functional Forms 119\u003c\/p\u003e \u003cp\u003eGoing Beyond the Form 122\u003c\/p\u003e \u003cp\u003eA Word of Caution 122\u003c\/p\u003e \u003cp\u003eTracking Your Progress 123\u003c\/p\u003e \u003cp\u003eInbound in Action: Zappos 123\u003c\/p\u003e \u003cp\u003eTo Do 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Convert Leads to Customers 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrading and Scoring Your Leads 125\u003c\/p\u003e \u003cp\u003eNurturing Your Leads 128\u003c\/p\u003e \u003cp\u003eBroadening Your Reach 129\u003c\/p\u003e \u003cp\u003eTracking Your Progress 131\u003c\/p\u003e \u003cp\u003eInbound in Action: Kiva 131\u003c\/p\u003e \u003cp\u003eTo Do 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Make Better Decisions 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Make Better Marketing Decisions 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLevels and Definitions 138\u003c\/p\u003e \u003cp\u003eCampaign Yield 138\u003c\/p\u003e \u003cp\u003eTracking Your Progress 140\u003c\/p\u003e \u003cp\u003eTo Do 140\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Picking and Measuring Your People 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHire Digital Citizens 142\u003c\/p\u003e \u003cp\u003eHire for Analytical Chops 142\u003c\/p\u003e \u003cp\u003eHire for Their Web Reach 143\u003c\/p\u003e \u003cp\u003eHire Content Creators 145\u003c\/p\u003e \u003cp\u003eDeveloping Existing Marketers 145\u003c\/p\u003e \u003cp\u003eTracking Your Progress 146\u003c\/p\u003e \u003cp\u003eInbound in Action: Jack Welch and GE 148\u003c\/p\u003e \u003cp\u003eTo Do 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Picking and Measuring a PR Agency 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePicking a PR Agency 152\u003c\/p\u003e \u003cp\u003eTracking Your Progress 153\u003c\/p\u003e \u003cp\u003eInbound in Action: Solis, Weber, Defren \u0026amp; Roetzer 154\u003c\/p\u003e \u003cp\u003eTo Do 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Watching Your Competition 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTools to Keep Tabs on Competitors 157\u003c\/p\u003e \u003cp\u003eTracking Your Progress 158\u003c\/p\u003e \u003cp\u003eInbound in Action: TechTarget 159\u003c\/p\u003e \u003cp\u003eTo Do 161\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 On Commitment, Patience, and Learning 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTracking Your Progress 164\u003c\/p\u003e \u003cp\u003eInbound in Action: Tom Brady 164\u003c\/p\u003e \u003cp\u003eTo Do 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 Why Now? 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTools and Resources 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInbound.org 171\u003c\/p\u003e \u003cp\u003eAdvanced Google Search 171\u003c\/p\u003e \u003cp\u003eTracking with Site Alerts 173\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBonus: Entrepreneur’s Guide to Startup Marketing 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStartup Marketing Checklist 175\u003c\/p\u003e \u003cp\u003e18 Simple Tips for Naming a New Company 180\u003c\/p\u003e \u003cp\u003eInsider Tips on Buying the Domain Name You Love 184\u003c\/p\u003e \u003cp\u003eGet Inbound Certified! 187\u003c\/p\u003e \u003cp\u003eIndex 189\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866380349783,"sku":"9781118896655","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118896655.jpg?v=1722278378"},{"product_id":"navigating-the-metaverse-9781119898993","title":"Navigating the Metaverse","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eJump into the metaverse to connect with consumers and explore endless opportunities Like the Internet before it, the metaverse is a virtual space bringing people, companies, and products together in both digital and real environments to create new economic opportunities. The groundwork is already laid. People and organizations jumping in are gaining invaluable experience, meeting customers, developing revenue streams, and even shaping metaverse culture.    In Navigating the Metaverse: A Guide to Limitless Business Possibilities in a Web 3.0 World, a team of Silicon Valley thought leaders delivers a groundbreaking discussion of how to find the right opportunities in this fast-moving universe. You'll explore everything from the metaverse basics, to strategy, to launching your first metaverse project. In the book, you'll find: Data and market analysis to erase any doubt that the metaverse is the next big thing.   Foundational knowledge about the metaverse, metaverse economy, Web3 technology, and more.   The essential connection between metaverse environments, businesses, community, and digital products that make the metaverse economy so powerful.   A deep dive on non-fungible tokens (NFTs) and how to make the most of these assets.   Frameworks to help find, nurture, measure, and capitalize on innovation in the metaverse.    An essential breakdown of the next stage in online business, Navigating the Metaverse belongs in the libraries of entrepreneurs, executives, and innovators looking to lead in the new age of online business and commerce.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword by Yat Siu, Chairman of the Board, Animoca Brands ix\u003c\/p\u003e \u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eWhy Should Businesses Care About the Metaverse Economy? xiii\u003c\/p\u003e \u003cp\u003eWho Should Read This Book xvi\u003c\/p\u003e \u003cp\u003eHow We Structured the Book xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Getting to Know the Metaverse and Metaverse Economy 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 A Primer on the Metaverse 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTerminology 4\u003c\/p\u003e \u003cp\u003eWhat Is the Metaverse? 8\u003c\/p\u003e \u003cp\u003ePutting the Metaverse in Historical Context 15\u003c\/p\u003e \u003cp\u003eA Universe in the Palm of Your Hand 17\u003c\/p\u003e \u003cp\u003eInteroperability Is Key to the Metaverse’s Future 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 What Is the Metaverse Economy? 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Does Currency Work in the Metaverse? 29\u003c\/p\u003e \u003cp\u003eEntering and Advancing in the Metaverse 31\u003c\/p\u003e \u003cp\u003eTokenomics 35\u003c\/p\u003e \u003cp\u003eThe Rise of Community Commerce 43\u003c\/p\u003e \u003cp\u003ePower to the Player: Decentralized Governance 45\u003c\/p\u003e \u003cp\u003eFour Key NFT Distribution Channels 46\u003c\/p\u003e \u003cp\u003eNFT- Based Metaverse Revenue Model 49\u003c\/p\u003e \u003cp\u003eExtra Guidance from the Authors 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Building a Strategy for the Metaverse Economy 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Building a Business Case for the Metaverse 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBusiness Challenges 67\u003c\/p\u003e \u003cp\u003eIs the Metaverse a Blip or a Trend? 72\u003c\/p\u003e \u003cp\u003eThe NFT Market Statistics 72\u003c\/p\u003e \u003cp\u003eKey Value Propositions of the Metaverse Economy for Brands 75\u003c\/p\u003e \u003cp\u003eTiming Is Everything 81\u003c\/p\u003e \u003cp\u003eCrossing the Chasm of Metaverse Adoption 83\u003c\/p\u003e \u003cp\u003eThe Business Impact of Web 3.0\u003c\/p\u003e \u003cp\u003eTechnology 84\u003c\/p\u003e \u003cp\u003eExtra Guidance from the Authors 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Meet the Metaverse Consumers 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDemographics 91\u003c\/p\u003e \u003cp\u003eThe Three Flavors of User Engagement 96\u003c\/p\u003e \u003cp\u003eMetaverse Mindsets 100\u003c\/p\u003e \u003cp\u003eImportance of Avatars to the Metaverse and Digital Identity 110\u003c\/p\u003e \u003cp\u003eExtra Guidance from the Authors 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 New Business Opportunities in the Metaverse 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetaverse Business and Job Concepts 116\u003c\/p\u003e \u003cp\u003eMetaverse Metrics 124\u003c\/p\u003e \u003cp\u003eExtra Guidance from the Authors 129\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Key Segments of NFT Commercialization 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketplaces 132\u003c\/p\u003e \u003cp\u003e(Fan) Token Offerings 136\u003c\/p\u003e \u003cp\u003eFantasy Games and Collectibles 138\u003c\/p\u003e \u003cp\u003eMetaverse dApps 140\u003c\/p\u003e \u003cp\u003eOther Avenues to Explore 146\u003c\/p\u003e \u003cp\u003eExtra Guidance from the Authors 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Metaverse Product Development, Action Framework, and Future Perspectives 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 NFT Deep Dive 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is an NFT? 156\u003c\/p\u003e \u003cp\u003eTypes of NFTs 157\u003c\/p\u003e \u003cp\u003eHow Do NFTs Fit in the Metaverse Economy? 158\u003c\/p\u003e \u003cp\u003eKey Considerations for NFT Design and Purpose 165\u003c\/p\u003e \u003cp\u003eExtra Guidance from the Authors 180\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Putting Together an Action Plan 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDiscover 185\u003c\/p\u003e \u003cp\u003eLearn 186\u003c\/p\u003e \u003cp\u003eBuild a Case 188\u003c\/p\u003e \u003cp\u003eConnect to the Community 190\u003c\/p\u003e \u003cp\u003eGet IP into the Metaverse 192\u003c\/p\u003e \u003cp\u003ePrepare for Tomorrow 194\u003c\/p\u003e \u003cp\u003eExtra Guidance from the Authors 195\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Perspectives on Tomorrow’s Metaverse 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrow with the Community 197\u003c\/p\u003e \u003cp\u003ePlug into the Technology Trifecta 199\u003c\/p\u003e \u003cp\u003eExperience Is King 201\u003c\/p\u003e \u003cp\u003eMake the Right Play in the Economy 204\u003c\/p\u003e \u003cp\u003eFinal Guidance from the Authors 220\u003c\/p\u003e \u003cp\u003eGo Boldly 223\u003c\/p\u003e \u003cp\u003eAbout Upland 225\u003c\/p\u003e \u003cp\u003eReferences 227\u003c\/p\u003e \u003cp\u003eAcknowledgments 233\u003c\/p\u003e \u003cp\u003eAbout the Authors 237\u003c\/p\u003e \u003cp\u003eIndex 241\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866424422743,"sku":"9781119898993","price":18.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119898993.jpg?v=1722278579"},{"product_id":"starting-and-running-an-online-business-for-dummies-9781119991380","title":"Starting and Running an Online Business For","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe fast and easy way to start and run an online business     Starting an online business is no longer a novelty. It's a fact of life for individuals and established companies alike.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Strategies and Tools for Your Online Business 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Opening Your Own Online Business in Ten Easy Steps 9\u003c\/p\u003e \u003cp\u003eChapter 2: Choosing and Equipping Your New Online Business 39\u003c\/p\u003e \u003cp\u003eChapter 3: Selecting the Right Web Host and Design Tools 75\u003c\/p\u003e \u003cp\u003eChapter 4: Profiting from Web 2.0 and Social Media Tools 99\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Establishing Your Online Presence 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 5: Giving Your E-business Site Structure and Style 125\u003c\/p\u003e \u003cp\u003eChapter 6: Attracting and Keeping Customers 143\u003c\/p\u003e \u003cp\u003eChapter 7: Building in Security Up Front 169\u003c\/p\u003e \u003cp\u003eChapter 8: Monitoring and Improving Your Business 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Running and Promoting Your Online Business 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 9: Easing the Shopping Experience 207\u003c\/p\u003e \u003cp\u003eChapter 10: Running a Business on eBay.co.uk 227\u003c\/p\u003e \u003cp\u003eChapter 11: Accepting Payments 247\u003c\/p\u003e \u003cp\u003eChapter 12: Service with a Virtual Smile 263\u003c\/p\u003e \u003cp\u003eChapter 13: Search Engines: What You Need to Know 281\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: The Necessary Evils: Law and Accounting 299\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: Making It All Legal 301\u003c\/p\u003e \u003cp\u003eChapter 15: Accounting Tools for Online Businesses 323\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: The Part of Tens 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 16: Ten Must-Have Features for Your Website 339\u003c\/p\u003e \u003cp\u003eChapter 17: Ten Hot Steps to Entrepreneurial Success 349\u003c\/p\u003e \u003cp\u003eChapter 18: Ten Must-See Websites for Online Entrepreneurs 357\u003c\/p\u003e \u003cp\u003eIndex 363\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866427535703,"sku":"9781119991380","price":16.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119991380.jpg?v=1722278595"},{"product_id":"ecommerce-20232024-business-technology-society-global-edition-9781292449722","title":"Ecommerce 20232024 business. technology. society.","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ch3\u003eAbout our authors\u003c\/h3\u003e \u003cp\u003e\u003cstrong\u003eKenneth C. Laudon\u003c\/strong\u003e was a professor of information systems at New York University School of Business. He held a BA in economics from Stanford and a PhD from Columbia University. He authored 12 books dealing with electronic commerce, information systems, organizations, and society. Professor Laudon wrote more than 40 articles concerning social, organizational, and management impacts of information systems, privacy, ethics, and multimedia technology.\u003c\/p\u003e \u003cp\u003eAt NYU's Stern School of Business, Ken Laudon taught courses on Managing the Digital Firm, Information Technology and Corporate Strategy, Professional Responsibility (Ethics), and Electronic Commerce and Digital Markets. Ken Laudon's hobby was sailing.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eCarol Guercio Traver\u003c\/strong\u003e is a graduate of Yale Law School and Vassar College. She has many years of experience representing major corporations, as well as small and medium-sized businesses, as an attorney with NYC law firm\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePART I: INTRODUCTION TO E-COMMERCE  \u003c\/p\u003e\u003col\u003e\n\u003cli\u003eThe Revolution is Just Beginning\u003c\/li\u003e\n\u003cli\u003eE-commerce Business Models and Concepts\u003c\/li\u003e\n\u003c\/ol\u003e  PART II: TECHNOLOGY INFRASTRUCTURE FOR E-COMMERCE  \u003col\u003e\n\u003cli\u003eE-commerce Infrastructure: The Internet, the Web, and the Mobile Platform\u003c\/li\u003e\n\u003cli\u003eBuilding an E-commerce Presence: Websites, Mobile Sites, and Apps\u003c\/li\u003e\n\u003cli\u003eE-commerce Security and Payment Systems\u003c\/li\u003e\n\u003c\/ol\u003e  PART III: BUSINESS CONCEPTS AND SOCIAL ISSUES  \u003col\u003e\n\u003cli\u003eE-commerce Marketing and Advertising Concepts\u003c\/li\u003e\n\u003cli\u003eSocial, Mobile, and Local Marketing\u003c\/li\u003e\n\u003cli\u003eEthical, Social, and Political Issues in E-commerce\u003c\/li\u003e\n\u003c\/ol\u003e  PART VI: E-COMMERCE IN ACTION  \u003col\u003e\n\u003cli\u003eOnline Retail and Services\u003c\/li\u003e\n\u003cli\u003eOnline Content and Media\u003c\/li\u003e\n\u003cli\u003eSocial Networks, Auctions, and Portals\u003c\/li\u003e\n\u003cli\u003eB2B E-commerce: Supply Chain Management and Collaborative Commerce\u003c\/li\u003e\n\u003c\/ol\u003e  Index","brand":"Pearson Education Limited","offers":[{"title":"Default Title","offer_id":48866533671255,"sku":"9781292449722","price":57.94,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781292449722.jpg?v=1722279111"},{"product_id":"dotcom-secrets-9781401970598","title":"Dotcom Secrets","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"I've underlined something on almost every page! I wish I wrote this book -- it's \u003ci\u003ereally that good\u003c\/i\u003e!\"\u003cbr\u003e –Jeff Walker, #1 \u003ci\u003eNew York Times \u003c\/i\u003ebestselling author of \u003ci\u003eLaunch\u003c\/i\u003e  \u003cbr\u003e\u003cbr\u003e“Russell is the one person who has helped me beyond measure create incredible success online. I wish I’d had this book earlier. My business has profited hugely in the short amount of time I’ve been working with Russell.” \u003cbr\u003e –Liz Benny, entrepreneur and business coach\u003cbr\u003e\u003cbr\u003e“This book is awesome! It was truly eye opening. I’ve been around for a long time and this is one of the few books that actually taught me some new stuff.” \u003cbr\u003e –Jim Edwards, founder of Guaranteed Response Marketing, LLC\u003cbr\u003e\u003cbr\u003e“You can create all the content you want, but if you don’t have a funnel in place, you’re just blowing in the wind. \u003ci\u003eDotcom Secrets\u003c\/i\u003e was instrumental in helping me create the funnels that I needed (and that I currently use), in order to generate over $250k in revenue every month.” \u003cbr\u003e –John Lee Dumas, founder and host of “Entrepreneur on Fire” podcast","brand":"Hay House","offers":[{"title":"Default Title","offer_id":48866702655831,"sku":"9781401970598","price":17.58,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781401970598.jpg?v=1722279836"},{"product_id":"conversion-optimization-9781449377564","title":"Conversion Optimization","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eTurn website visitors into customers with Conversion Optimization. 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