E-commerce: business aspects Books
Kogan Page Ltd Optimizing Digital Strategy
Book SynopsisChristopher Bones is co-founder of GoodGrowth, He is an established thought leader in organizational strategy and change management in companies such as Diageo, Cadbury, Schweppes and Shell. He is Professor of Creativity and Leadership at Alliance Manchester Business School.James Hammersley is a co-founder of GoodGrowth whose clients include Bupa, The Open University, Barclays Connector and O2.Nick Shaw is Director of Digital for Good Growth. He has over 10 years of experience in leading and helping a variety of organizations to improve their sales effectiveness and innovation performance.Trade Review"Optimizing Digital Strategy successfully challenges the perception that more and more technology is the always answer - the organization is often the biggest barrier to online success and this book explores why and what to do about it. It's a commercial and engaging book that shows leaders how to improve performance. Full of useful frameworks and case examples, it sets out a structure with which leaders can assess their business and then focus on what needs to change to drive growth online." * Anna Rawling, Managing Director, Product and Portfolio Strategy, The Economist *"Every retail leader should read this book. What the authors have written will help today's leaders navigate the maze of the digital world. They remove the mask of mystery to help understand where a business should focus its energy, people and capital. Optimizing Digital Strategy perfectly illustrates that technology alone is not the answer - the answer of course is the customer." * Darren Topp, Chairman, Retail Executives Limited, and experienced retail CEO *"Optimizing Digital Strategy gives business leaders a practical toolkit for thinking about and executing their digital strategy. The Good Growth team have condensed years of research and experience into a genuinely useful handbook." * Alex Murray, Digital Director, Lidl UK *"A practical handbook on running an online business, this is a must-read for the online practitioner through to the executive. Clear models, simple language, with plenty of examples across sectors make this an invaluable asset - it sits permanently on my desk! Importantly, Optimizing Digital Strategy offers good insights, perspective and practical advice on leadership and organizational challenges as a business develops." * Ann Steer, Chief Customer Officer, N Brown Group plc *"An informative and insightful book that should be read by all directors and business leaders. The distinction between good and best practice in this fast-moving area is a point well made. The case studies add richness and amplify the content." * Helen Pitcher OBE, Chairman, Advanced Boardroom Excellence; President, INSEAD Directors Network; Chairman, pladis; Chairman, KidsOut *"It would be hard to imagine a more authoritative guide to the pitfalls and opportunities of multichannel transformation." * Ian Shepherd, former COO, Odeon Cinemas Group *"An essential read for any executive seeking to leverage the opportunities and mitigate the risks posed by digital transformation. This is a book that lays out a clear road map for how organizations can deliver on their digital strategies." * Professor Michael Hartmann, Executive Director, EMBA in Digital Transformation, McMaster University *"This is a compelling guide to the creation and execution of business growth strategy in a high-rate-of-change digital age. It takes a systems-thinking approach and draws out the criticality of active and accountable business leadership, culture, ethics and, above all, the need for ruthless customer-, consumer- and marketplace-centricity." * Stuart Fletcher, Portfolio Director and angel investor, former Global CEO, Bupa, and President International, Diageo plc *"An excellent guide, full of insight, for those of us working in digital leadership. Whether you're starting your journey in digital leadership or have a few years under your belt, this book is a must-read." * Tom Weeks, Sales Director UK, AB Tasty *"The rate of change in this area continues exponentially, but there are some universal truths the book points out that you need to hang on to. Everyone should have a copy in their favourites." * Andraea Dawson-Shepherd, Senior leader, global consumer goods, Coty, Carlsberg, Reckitt Benckiser, Cadbury Schweppes *Table of Contents Chapter - 01: Building digital strategy that works; Chapter - 02: Why digital strategies fail and how to recognize failure; Chapter - 03: Levers for digital growth and how to use them; Chapter - 04: The importance of innovation in driving success; Chapter - 05: The dark side of digital; Chapter - 06: Emerging digital business models; Chapter - 07: The e-commerce system; Chapter - 08: Building a customer-centric culture; Chapter - 09: Making digital choices that differentiate success from failure; Chapter - 10: This is the business of transformation
£77.90
Kogan Page Podcasting Marketing Strategy
Book SynopsisDaniel Rowles is a CIM Course Director, lecturer at Imperial College London, and lead judge for the CIM Marketing Excellence Awards. He is the host of the Digital Marketing Podcast, an iTunes top 10 business global, and CEO of TargetInternet.com, where clients include the BBC, Mastercard, and Warner Brothers. He is the author of Building Digital Culture, category winner of the 2018 CMI Management Book of the Year.Ciaran Rogers is the marketing director of Target Internet. He has worked for and trained a large number of international brands including QA, Liz Earle, Elemis, Time to Spa, Highlands & Islands Enterprise, UKSA, Jubilee Sailing Trust, The Sustainable Food Trust, Hershesons Bliss, REN Skincare and FatFace.Trade Review"A definitive guide to everything you need to know about podcasting." * Gemma Butler, Marketing Director, The Chartered Institute of Marketing (CIM) *"Podcasting continues to be one of the highest-impact forms of content marketing, and guides to the subject don't get more comprehensive than this." * Kelvin Newman, Founder and Managing Director, Rough Agenda (the company behind BrightonSEO) *"A comprehensive guide to the world of podcasting. This book will help you create a podcast - but far more importantly, it will help you create a powerfully loyal audience for it." * Rebecca Moore, Arts Marketing Association (AMA) *"This book is a really practical guide to both podcasting and podcast marketing ¬- it covers absolutely everything you need to know. If you are already on your podcasting journey or are just starting out, this is a must-have guide." * Tracy Hastain, Founder and Director, Wentworth Consultancy *Table of Contents Section - ONE: Podcasting in perspective; Chapter - 01: Stand out from the social media noise - Why you should be podcasting; Chapter - 02: Podcast adoption - Growth and expansion of podcasting as a popular medium; Chapter - 03: Understanding how people really listen to and absorb audio content; Chapter - 04: Building genuine personal engagement through podcasting; Section - TWO: Building your business case and plan; Chapter - 05: How to use podcasts to drive business results; Chapter - 06: Understanding the role of podcasts in the user journey; Chapter - 07: An introduction to podcast marketing; Chapter - 08: What differentiates a great podcast?; Chapter - 09: What is digital branding and how does business development fit in?; Chapter - 10: Defining your content plan and using content calendars; Chapter - 11: Driving action from podcasts; Section - THREE: Building your podcast and making it a success; Chapter - 12: The importance of landing pages and show notes (and getting SEO right); Chapter - 13: Defining your podcast audience and content; Chapter - 14: Understanding and selection of different podcast formats; Chapter - 15: Preparing your podcast recording environment; Chapter - 16: Choosing your recording hardware and software; Chapter - 17: An overview of podcast editing options and how to do it; Chapter - 18: Using interviews with influencers to maximize your podcast strategy; Chapter - 19: Show branding intros and outros - Making the right first impression; Chapter - 20: Podcast advertising and monetization - Where to begin and how to manage; Chapter - 21: Publishing and distributing your podcast; Chapter - 22: Measuring success - Tapping into how and why people listen to your podcast; Chapter - 23: The podcast marketing toolkit; Chapter - 24: The value of web analytics - Measuring the impact of your podcast activity; Section - FOUR: The future of podcasting; Chapter - 25: Where next for podcasting? conversational design, artificial intelligence and machine learning; Chapter - 26: Future-proofing your podcast strategy for the ever-changing user journey; Chapter - 27: Index
£56.95
John Wiley & Sons Inc Content Marketing Strategies For Dummies
Book SynopsisDrive your content marketing campaign toward success Blogs and social platforms are all the rage right now especially for strategists looking to cultivate influence among target audience members through content marketing.Table of ContentsForeword xiii Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 2 Beyond the Book 3 Where to Go from Here 3 Part I: Getting Started with Content Marketing Strategies 5 Chapter 1: Establishing Your Content Marketing Strategy 7 Understanding the Components of a Content Marketing Strategy 7 Determining the company focus 8 Uncovering the customer experience 9 Creating quality content 9 Developing channel promotions 10 Deploying check-back analysis 11 Communicating Your Mission 12 Crafting your statement 12 Reviewing real mission statements 13 Establishing Your Goals 16 Uncovering your goals 16 Picking KPIs 18 Expanding Your Corporate Mindset 18 Creating a culture of content 19 Thinking about reputation 21 Using content to serve customers 23 Dipping into User Design and Habits 26 Recognizing the importance of UX design in your strategy 26 Observing product habits 27 Chapter 2: Capturing Your Customer’s Attention 31 Focusing on Attention 32 Seeking the “attention web” 32 Looking at attention triggers 37 Making Your Content Easy to Consume 39 Reading in patterns 39 Considering design elements and typography 41 Deploying Interactive Content 44 Chapter 3: Understanding Your Business Model and Brand 49 Separating Your Business Model from Your Brand 50 Understanding the business you’re in 51 Looking at some popular online business models 52 Considering the freemium model 57 Analyzing Your Business Model 60 Discovering Your Brand 61 Benefitting from attention to your brand 61 Knowing your current brand reality 63 Solidifying the Look of the Brand 64 Considering design components 64 Using a digital asset management tool 66 Developing Success Measures for Your Brand 68 Producing Engaging Branded Content 69 Chapter 4: Facilitating Buy-In from Your Team 73 Presenting the Big Picture 73 Identifying your audiences 74 Using the Five-Prong Approach (FPA) to collect buy-in information 75 Engaging the Leadership Team and Identifying Roles 78 Understanding what leaders want to know 79 Understanding how roles will work 80 Communicating the Essentials to Everyone 80 Expecting resistance to change 81 Establishing results that will be shared 82 Chapter 5: Putting Your Content Marketing Plan and Presentation Together 85 Reorganizing for Success 85 Busting silos 86 Advocating change 88 Identifying the Components of Your Content Marketing Plan 89 Documenting needed resources 89 Measuring success 90 Establishing the timeline 91 Presenting Your Plan 92 Revisiting the Five-Prong Approach 92 Putting It All Together: Your Presentation 95 Part II: Uncovering the Customer Experience 99 Chapter 6: Dipping into Customer Data 101 Understanding Big Data 101 Looking at different kinds of Big Data 102 Looking at problems with big data 103 Uncovering the Role Big Data Plays in Content Marketing 104 Improving your content marketing 105 Using real-time content 105 Discovering the Internet of Things 106 Reviewing IoT market size 106 Impacting content marketing 109 Visualizing Big Data 111 Chapter 7: Discovering Buyer Personas 113 Reviewing Persona Development 113 Understanding how persona creation improves content 115 Taking action to understand your customers 117 Collecting Information 118 Finding different data types 118 Deploying listening tools 120 Conducting one-on-one interviews 124 Documenting your personas 125 Avoiding Common Mistakes 125 Looking at How Generations Differ 127 Understanding millennials 127 Meeting Gen C 129 Identifying a Prospect’s Emotions 130 Keeping Up with Trends 131 Chapter 8: Taking the Buyer’s Journey 135 Harnessing the Customer Experience 136 Looking at the customer experience from both sides 136 Benefitting from an omni-channel approach 138 Uncovering Commercial Intent 140 Defending Against Competitors 143 Researching competitors 143 Analyzing your competitor’s content 146 Identifying the Stages of the Buyer’s Journey 148 Understanding the buying process and journey map 148 Benefitting from the journey map 150 Focusing on content for each part of the journey 151 Personalizing Your Content 154 Chapter 9: Embracing Sales Enablement 157 Discovering Sales Enablement 157 Gaining a competitive advantage 158 Evaluating your current status 159 Understanding the new role of sales reps 161 Training Your Salesforce 162 Coaching Your Reps to Become Winners 164 Checking Out Sales Enablement Blogs 165 Part III: Creating Actionable Content 169 Chapter 10: Examining Your Content Plan 171 Evaluating Your Content 171 Benefitting from a content plan 172 Determining content maturity 175 Assessing Your Content 176 Interviewing your stakeholders 176 Conducting a content audit 177 Visualizing Your Sites 179 Mapping your content ecosystem 179 Picturing website content 180 Creating Your Plan 181 Focusing on Specialized Content 183 Creating pillar content 183 Utilizing “evergreen” content 185 Using graphics and other visuals 186 Going viral 187 Chapter 11: Exploring Content Types 189 Dipping into Content Categories 189 Working with Original Short- and Long-Form Content 191 Using Curation 193 Examining five curation models 194 Understanding how to curate 195 Making Use of User-Generated Content 197 Understanding the positives 197 Dealing with the negatives 198 Repurposing Content to Add Value 199 Benefitting from repurposing 199 Planning goals and picking content 199 Viewing Aggregated Visual Content 201 Dealing with Live Video Content 202 Extending Business News 203 Offering Online Courses 204 Managing Content Formats 206 Chapter 12: Storytelling for Content Marketers 213 Storytelling to Engage Your Audience 213 Seeking the science behind stories 213 Finding your product stories 216 Structuring Your Content Using Stories 220 Crafting the story 221 Incorporating copywriting 222 Chapter 13: Creating Processes and Systems for Your Content 225 Organizing the Content Process 225 Benefiting from a defined framework 226 Examining the systems needed 226 Determining Roles and Responsibilities 229 Managing the Workflow 230 Finding and assigning writers 230 Using an editorial calendar 233 Documenting Your Policies and Procedures 236 Content managers 237 Editors 237 Writers 237 Designers 239 Content system administrator 239 Web administrator 239 Part IV: Developing Channel Promotions 241 Chapter 14: Examining Channel Plans 243 Getting Started with Your Channel Plan 243 Benefitting from planning your channel content 244 Knowing what you need to create a channel plan 245 Preparing for a Channel Audit 246 Phase One: Current Channel Audit 246 Phase Two: Channel Content Review 249 Phase Three: New Channel Plans 250 Dipping into Some Major Channel Examples 251 Using Facebook for customer support: Avon 252 Tweeting for customer engagement: Warby Parker 253 Influencing through LinkedIn: Microsoft 253 Using Pinterest to gauge user interest: The Container Store 254 Documenting each channel’s plan 256 Chapter 15: Sharing Your Content 259 Embracing Shareability As a Strategy 259 Understanding sharing patterns 260 Sharing as a bottom‐line issue 261 Uncovering the Five Ws and One H of Online Sharing 263 Knowing who shares content, and why 264 Considering what they share 266 Discovering when they share 268 Observing where they share 269 Looking at how people share content 269 Adding Social Bookmarking 270 Making SEO a Priority 271 Deploying Hashtags to Encourage Sharing 275 Understanding hashtags 275 Using hashtag tools 275 Chapter 16: Looking at Paid, Earned, Shared, and Owned Media 279 Understanding Types of Media 279 Reviewing each media type 280 Determining your needs 281 Utilizing Paid Media 282 Discovering retargeting 282 Dealing with native advertising 283 Considering programmatic buying 285 Finding out what you need to know from advertisers 286 Championing Earned Media 286 Enhancing Shared Media 289 Amplifying Owned Media 290 Looking at the role of press releases 290 Spreading the message 291 Creating a Framework for Achieving the Right Mix 292 Section 1: Owned Channels 293 Section 2: Shared Media 294 Section 3: Paid Ads 294 Section 4: Earned Media 295 Section 5: Evaluate and Revise 295 Chapter 17: Delving into Syndication and Guest Posting 297 Understanding Syndication 298 Looking at content specifics 299 Uncovering syndication types 300 Looking at Online Syndicators 302 Establishing Your Syndication Plan 305 Discovering Guest Posting 306 Benefitting from guest posting 306 Pitching your guest posting to a blogger 307 Preparing to guest post 310 Starting your own guest blogging program 313 Chapter 18: Working with Influencers 315 Discovering the Evolving Role of Influencers 315 Understanding the six principles of persuasion 317 Understanding why influencers matter more now 319 Understanding how to measure expert influencers 320 Recognizing Influencer Types 321 Finding the Right Influencers 322 Discovering the influencers you need to target 322 Developing a system 326 Uncovering New Influencers 327 Influencing with Customer Advocacy 328 Enhancing Word of Mouth (WOM) with Advertising 331 Connecting with your audience 331 Identifying factors for WOMA 332 Paid Influencer Programs 332 Part V: Using Check-Back Analysis 337 Chapter 19: Reassessing Your Business Model and Brand Value 339 Validating Business Models 340 Looking at change 340 Revising your business model canvas 341 Reexamining your brand worksheet 342 Enhancing your business models 342 Reviewing Your Brand Status 343 Refreshing Visual Branding 344 Understanding what your branding means 345 Surveying about brand awareness 346 Locating a survey company 347 Chapter 20: Reviewing Your Content Marketing Strategy 351 Allowing for Failed Experiments 351 Looking Back at Your Content Marketing Strategy 353 Reviewing goals and KPIs 353 Assessing content maturity 354 Reevaluating Your Ecosystem 355 Part VI: The Part of Tens 359 Chapter 21: Ten Problems Content Marketers Face 361 Company Focus 361 Inadequate budget 362 Lack of buy-in 362 Customer Experience 362 Your content isn’t categorized for the buyer’s journey 362 Your content isn’t personalized 362 Content Promotion 363 It seems as though no one is listening 363 You’re not working with the right partners 363 Content Creation 363 Running out of good ideas 363 Decreasing content quality 364 Check-back Analysis 364 Not effectively monitoring customer sentiment 364 Inadequate measures to determine action 364 Chapter 22: Top Ten Blogs on Content Marketing 365 Buffer 365 Content Marketing Institute 366 Convince & Convert 366 Copyblogger 366 Oracle (Eloqua) Content Marketing Blog 366 HubSpot Marketing Blog 367 Marketo Content Marketing Guides 367 QuickSprout 367 Social Media Examiner 367 Social Triggers 368 Seth Godin 368 Chapter 23: Ten Free Tools for Content Marketing 369 BuzzSumo 369 Dropbox 370 Emotional Marketing Value Headline Analyzer 370 Evernote 370 Google Webmaster Tools 371 Grammarly 371 Piktochart 371 Screenpresso 371 SEO SiteCheckup 372 WordPress Calendar 372 Index 373
£19.54
John Wiley & Sons Inc Selling on Amazon For Dummies
Book SynopsisTable of ContentsIntroduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Where to Go from Here 4 Part 1: Getting Started With Selling On Amazon 5 Chapter 1: Laying the Groundwork 7 Getting the Lowdown on Selling Online 7 Weighing the pros and cons of online retailing 8 Taking a tour of online stores and marketplaces 9 Exploring How Amazon Works 10 Before you start selling 10 Selling products 11 Using Fulfillment by Amazon (FBA) 11 Comparing Amazon Business Types 13 Vendor (1P) versus Seller (3P) 13 Individual versus Professional 14 Arbitrage versus private label 15 Sellers with and without brand registry 17 Tabulating the Costs 18 Product sourcing 18 Shipping and storage 18 Amazon Seller fees 19 Returns 19 Other costs 20 Following Amazon’s Rules 20 Seller code of conduct 20 Accurate information 21 Acting fairly 21 Ratings, feedback, and reviews 22 Communications 22 Customer information 22 Circumventing the sales process 22 Multiple Amazon Seller accounts 23 Chapter 2: Selling on Amazon in a Nutshell 25 First Things First: Finding Products to Sell 26 Deciding what to sell and not sell 26 Exploring product sourcing options 29 Listing Products for Sale on Amazon 30 Prepping and Shipping Products to Customers 31 Introducing Amazon Prime 31 Fulfillment by Amazon (FBA) and Small and Light (SNL) 32 Fulfillment by Merchant (FBM) 33 Seller Fulfilled Prime 34 Drop-shipping 34 Multi-Channel Fulfillment 35 Boosting Sales with Advertising and Promotions 35 Providing Stellar Customer Service 37 Chapter 3: Setting Up Your Amazon Seller Account 39 Registering to Become an Amazon Seller 39 Completing Your Amazon Seller Business Profile 42 Business Address 42 Official Registered Address 43 Language for Feed Processing Report 43 Legal Entity 43 Merchant Token 44 Display Name 44 Checking and Adjusting Your Account Settings 45 Entering Shipping and Return Settings 46 Shipping settings 46 Return settings 47 Securing Your Amazon Seller Account 49 Chapter 4: Becoming Familiar with Seller Central 53 Finding Your Way around Seller Central 53 Switching marketplaces 54 Navigating the menu bar 54 Using the search bar 60 Viewing your payments summary 61 Taking advantage of Amazon business reports 62 Accessing the Buyer-Seller Messaging Service 64 Getting Help and Information 65 Engaging in the seller forums 66 Contacting Amazon support for help 67 Managing your case log 67 Consulting Amazon Selling Coach 68 Skimming Amazon headline news 69 Checking out Amazon’s app store: The Service Provider Network (SPN) 69 Exploring Amazon’s Seller University 70 Part 2: Procuring Products to Sell On Amazon 71 Chapter 5: Knowing What You Can and Can’t Sell on Amazon 73 Recognizing Products You Can Sell: Amazon’s Product Categories 73 Open categories 74 Categories that require approval 75 Steering Clear of Restricted Products 76 Brushing Up on Food Safety Rules 78 Organic products 79 Chilled and frozen products 80 Chapter 6: Finding Products with Profit Potential 81 Recognizing the Characteristics of Products with High Profit Potential 82 Uniqueness 82 Price range and profit margin 82 Sales volume 83 Shipping cost/complexity 84 Reviews 84 Steering Clear of Troublesome Products 84 Trademarked products 85 Mechanically complex products 85 Products that are difficult and costly to store and ship 86 Products sold in large retail stores 87 Conducting Your Own Product Research 87 Using product research tools 87 Sizing up the competition 89 Exploring Alibaba and other Chinese online wholesale marketplaces 90 Validating or Rejecting Product Ideas 92 Weighing the pros and cons of carrying the latest, greatest products 92 Considering seasonal products 93 Giving new brands a try (or not) 93 Focusing on Price and Sales Volume 94 Checking out different pricing strategies 95 Keeping an eye on the competition 95 Estimating sales volume 97 Setting realistic profit projections 98 Chapter 7: Exploring Your Product Sourcing Options 101 Mastering Retail Arbitrage 102 Buying from brick-and-mortar retailers 102 Buying from online retailers 105 Recognizing the importance of having a purchase order (PO) or receipt 107 Sourcing Products at Auctions and Liquidation Sales 107 Weighing the Pros and Cons of Drop-Shipping 109 Buying from Manufacturers, Distributors, and Wholesalers 110 Deciding whether a manufacturer is best 111 Knowing when to opt for a distributor 111 Deciding when a wholesaler is best 112 Sourcing Products from Alibaba 114 Finding Suppliers at Tradeshows 117 Making and Selling Your Own Products: Amazon Handmade and Custom 119 Selling your own hand-crafted products 119 Selling customized products on Amazon 121 Chapter 8: Evaluating and Negotiating with Suppliers 123 Deciding Whether to Use Domestic or Foreign Suppliers or Both 124 Recognizing the pros and cons of working with domestic suppliers 124 Weighing the pros and cons of working with foreign suppliers 125 Selecting Suppliers with the Right Stuff 126 Gauging experience and expertise 127 Ensuring clear communication 127 Sizing up a supplier’s reputation 128 Assessing a supplier’s responsiveness 130 Comparing prices 131 Negotiating Prices and Terms 132 Prepping for negotiation 132 Brushing up on effective negotiating tactics 133 Obtaining a purchase order contract 134 Part 3: Getting Down To The Business of Selling 137 Chapter 9: Listing Products for Sale on Amazon 139 Knowing What’s Required to Own the Buy Box 140 Ensuring buy-box eligibility 140 Meeting the quality metrics for winning the buy box 141 Thinking outside the buy box 144 Obtaining High-Quality Product Photos 144 Brushing up on Amazon’s product photo rules and restrictions 145 Procuring manufacturer photos 146 Taking your own photos 146 Outsourcing product photos 147 Checking out Amazon Imaging Services 148 Creating a Product Listing 149 Matching to an existing product listing 149 Creating a new product listing 151 Listing multiple products in bulk 155 Listing variations and bundles 159 Creating product subscriptions 162 Increasing Your Product Search Ranking on Amazon 164 Harnessing the power of the A9 algorithm 164 Checking out the competition 166 Using keywords to your advantage 166 Chapter 10: Fulfilling Customer Orders 171 Choosing an Order Fulfillment Method 172 Fulfillment by Amazon (FBA) 172 Fulfillment by Merchant (FBM) 174 Seller Fulfilled Prime 175 Drop-shipping 177 Using Fulfillment by Amazon (FBA) 178 Accounting for the costs 179 Knowing what to send and not send to FBA 182 Signing up for FBA 185 Preparing and shipping products to FBA 185 Removing inventory from FBA 190 Shipping Products Yourself: Fulfillment by Merchant (FBM) 193 Chapter 11: Helping Shoppers Find You and Your Products 195 Gaining Traction with Product and Seller Ratings and Feedback 195 Encouraging customers to review products 196 Improving your seller rating and feedback 199 Harnessing the Power of Search Engine Optimization (SEO) 200 Jazzing Up Your Listings with A+ Content 201 Driving Web Traffic from Outside Amazon to Your Product Listings 203 Generating buzz via social media 203 Creating a website or landing page 204 Using pay-per-click advertising 206 Chapter 12: Boosting Sales with Marketing and Advertising 207 Exploring Different Ad Types 208 Sponsored Products 208 Sponsored Brands 210 Sponsored Display 211 Amazon demand-side platform (DSP) 211 Custom ads 212 Deals and coupons 212 Optimizing Your Search Rank with Sponsored Product Ads 214 Letting Amazon target your Sponsored Product ad for you 214 Targeting your own Sponsored Product Ads 215 Evaluating and adjusting your ad campaigns 217 Boosting Brand Awareness with Sponsored Brands 219 Giving Your Shoppers an Added Incentive to Buy: Deals and Coupons 221 Offering special deals 221 Offering coupon discounts 223 Creating promotions 224 Taking Advantage of External Marketing Options 225 Dipping into social media marketing 226 Harnessing the power of influencer marketing 228 Firing Up Your Email Marketing Machine 229 Chapter 13: Focusing on Customer Service 231 Understanding Why Customer Satisfaction Is So Important 232 Laying the Groundwork for Quality Customer Service 233 Managing and Shipping Orders 234 Responding to Customer Questions, Concerns, and Complaints 235 Processing Returns, Refunds, and Cancellations 236 Handling returns 237 Issuing refunds 239 Following up on order cancellations 239 Managing Seller Feedback and Product Reviews 240 Monitoring and responding to seller feedback 241 Monitoring and responding to product ratings and reviews 243 Fielding A-to-Z Claims 244 Chapter 14: Building and Managing Your Own Webstore 247 Choosing Where to Build Your Webstore: Inside or Outside Amazon or Both 248 Weighing the pros and cons of building an Amazon Store 248 Weighing the pros and cons of building a webstore outside Amazon 249 Creating two webstores 250 Laying the Groundwork for Your Webstore 250 Choosing a unique and recognizable domain name 250 Deciding how to build your webstore 251 Categorizing your products 252 Gathering the essentials to build your store 254 Creating Your Amazon Store 257 Creating a Stand-Alone Webstore 259 Designing your storefront 259 Making sure you have everything in place 261 Chapter 15: Managing Your Inventory 263 Grasping the Importance of Inventory Management 263 Managing Inventory via Amazon’s Manage Inventory Page 264 Maintaining Sufficient Stock 266 Forecasting sales 266 Accounting for lead time 267 Replenishing FBA inventory 268 Setting up replenishment alerts 269 Avoiding FBA’s long-term storage fees 271 Getting Some Cash or Credit to Buy Inventory 272 Hitting Amazon up for a loan 272 Getting daily payouts with Payability 273 Making savvy use of credit cards 274 Financing with loans or lines of credit 274 Part 4: Taking Your Business to the Next Level 277 Chapter 16: Putting Additional Amazon Seller Tools to Work for You 279 Tracking Your Account’s Health and Performance 280 Checking your account health 280 Reviewing customer feedback 282 Monitoring and managing your A-to-Z Guarantee claims 282 Monitoring and managing your chargeback claims 283 Accessing Amazon’s performance notifications 284 Gaining additional insight via the Voice of the Customer feature 284 Improving your performance via Seller University 285 Dealing with Sales Tax 285 Grasping the basics of Marketplace Tax Collection 286 Using Amazon’s Tax Calculation Service (TCS) 287 Generating Business and Inventory Reports 289 Sales reports 289 Inventory reports 290 Payments reports 292 Customer concession reports 292 Removal reports 293 Managing Your Amazon Seller Account with the Mobile App 293 Getting the Amazon Seller Mobile App 294 Navigating the Amazon Seller Mobile App 294 Chapter 17: Building Your Own Brand (or Not) 297 Deciding Whether Branding Is Right for You 298 Creating Your Own Brand 299 Discover your purpose 299 Analyze your competition 300 Identify your target market 300 Identify your brand’s key benefits 301 Write a slogan 302 Visualize your brand 302 Work it: Reinforce your brand 302 Trademarking Your Brand 303 Registering your trademark on USPTO.gov 303 Streamlining the trademark registration process with IP Accelerator 304 Adding your trademark to the Amazon Brand Registry 305 Building a Brand with Private-Label Products 309 Chapter 18: Taking Advantage of Third-Party Tools and Service Providers 311 Taking Product Research to the Next Level 312 Managing the Backend of Your Ecommerce Business 313 Handling multi-channel integration 314 Streamlining order management 315 Simplifying inventory management 315 Automating price changes 316 Automating Feedback and Reviews 317 Finding Help through Amazon’s Service Provider Network 318 Chapter 19: Expanding Your Operations: B2B and Global Sales 321 Selling Products to Amazon as a Vendor 322 Weighing the pros and cons of selling to Amazon as a vendor 322 Increasing your chances of getting invited to become a vendor 323 Selling to Other Businesses 323 Getting up to speed on performance standards and rules 324 Managing business pricing and quantity discounts 325 Creating business-only offers 328 Enrolling in Amazon’s tax exemption program 329 Negotiating business prices 330 Expanding Your Operations Globally 331 Simplifying the process with FBA Export 331 Expanding your operations into other countries using Amazon Global Selling 333 Part 5: The Part of Tens 335 Chapter 20: Top Ten Advertising Tips 337 Get to Know the Different Ad Types 337 Test the Market with Automatic Targeting 338 Make the Most of Manual Targeting 339 Find Your Long-Tail Search Terms 339 Research Your Competitor’s Search Terms 340 Write Copy Specific to Your Product 340 Avoid These Common Search Terms Mistakes 341 Specify Negative Search Terms 342 Always Test and Track 343 Don’t Rush! Good Advertising Takes Time 343 Chapter 21: Ten Tips to Deliver Awesome Customer Service 345 Follow Amazon’s Rules and Updates 346 Respond in a Timely Manner 346 Be Honest 347 Be Empathetic 347 Go the Extra Mile 348 Ask Questions 348 Personalize Your Responses 349 Stay Calm 349 Remain Positive 350 Think Long Term 350 Chapter 22: Ten (Plus One) Tips to Find Best-Selling Products 353 Recognize Key Product Selection Criteria 354 Find a Niche 354 Sell What You Know and Love 355 Do Your Own Thing 355 Don’t Expect Seasonal Products to Sell Year-Round 356 Decide Whether to Pursue Best Sellers 357 Capitalize on Low Competition 357 Focus on Products That Sell for More than 20 Bucks 358 Check Competitors’ Reviews 359 Reduce Returns 359 Avoid Legal Issues 360 Index 361
£17.09
Bloomsbury Publishing PLC Cosmetics Marketing
Book SynopsisDiscover the tools required to pursue your career in cosmetics marketing. 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 globaTrade ReviewThis 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 RecipeAn 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, JaponesqueThe 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!Lindsay Karchin and Delphine Horvath’s book Cosmetics Marketing: Strategy and Innovation in the Beauty Industry opens 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 & CEO, BEAUTYSTREAMS *Cosmetics Marketing 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. Cosmetics Marketing 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, USATable of ContentsIntroduction Chapter 1: A Brief History of Makeup 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 Chapter 2: Understanding the Cosmetics Market What is Cosmetics Marketing? Company Spotlight: Revlon Fire & Ice Campaign Company Spotlight: Sephora’s Retail Revolution The “5 P’s” of Cosmetics Marketing: Product, Place, Price, Promotion, and People Further Exploration Chapter 3: Strategies in Cosmetics Marketing 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 Chapter 4: Cosmetics Industry Innovation & Evolution 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 Chapter 5: Planning a Beauty Career Career Prep Specializations in Beauty Cosmetics Industry Interview Preparation Networking Continuing Education Further Exploration Chapter 6: Makeup Theory and Approaches Product Overview Consumer Characteristics Classic Makeup Looks Further Exploration Glossary Endnotes and works cited Index
£31.34
John Wiley & Sons Inc Catching Up to Crypto
Book SynopsisTable of ContentsForeword xi Preface xiii Acknowledgments xv Introduction xvii 1 The Great Devaluation 1 Central Banks 2 The Fed 4 2 Digital Money Tree 7 New Money 9 New Ways to Spend 11 3 First- Gen Giants 13 Cypherpunk 14 Disruptive Tech 17 4 Genesis Block 21 A Culture Is Born 25 Bitcoin for President 26 5 A Short Course in Blockchain 29 Blockchain 101 29 Blockchain 201 32 Blockchain 365 34 6 A Necessary Evil 35 Silk Road 37 The Streisand Effect 41 7 “Mo’ Money, Mo’ Problems” 43 BitInstant 45 Regulators Take Notice 47 8 What the Fork? 49 Shots Fired 52 ASICBoost 55 9 The Future Is Born 59 The Ethereum Team 61 Blast Off 62 The DAO 63 10 Digital Gold Transformation 67 Bitcoin Becomes Digital Gold 68 Halving 70 11 Crypto Turning Point 73 Buy Bitcoin 74 Moonboys and Lambos 77 12 New Layer to the Internet 79 DeFi 81 The Challengers 83 13 Brave New World 87 Stablecoins 87 Oracles 88 Memecoins 89 Community Coins 90 14 Investment Prep 91 Step One: Researching 92 Step Two: Choosing 94 Step Three: Deploying Capital 97 15 Tips of the Trade 99 Trading Tokens 100 Some Trading Caveats 102 Trader Training 103 Types of Trading 105 Risk Management 107 Nothing Ventured, Nothing Gained 107 16 Non- Fungible Tokens (NFTs) 109 Historical NFTs 110 The Next Generation 111 The Next-Next Generation 114 17 Web3 and the Metaverse 117 The Metaverse 121 Not a New Idea 123 18 Crypto FUD 127 The Long Arm of the Law 128 19 Crypto Warnings 133 Hackers 133 Scammers 135 Contagion 140 20 The Future of Crypto 141 Crypto Grows Up 141 Stablecoins 142 Blockchain Equities 143 The Flippening 143 Regenerative Finance 144 Universal Basic Income 146 21 Where Do You Go from Here? 149 Community Is Key 149 Mainstream Takes Time 151 Embrace Change 151 Appendix: Essential Resources and Tools of the Trade 153 Notes 159 Index 195
£17.84
Hodder & Stoughton Community Is Your Currency
Book SynopsisAre you looking to supercharge your business and grow your online community? The key to a booming business is your community. Founder of social media consultancy The Selfhood, Daisy Morris, is here with the ultimate guide for all the side-hustlers, creators, business owners and freelancers looking to build a genuine community on social media. This book drops the jargon - Daisy will teach you how to take your community on a journey. From brand awareness through to conversion, you will have the confidence to expand your reach while nurturing your existing fans, followers, subscribers and customers to turn them in to loyal and repeat customers. You will learn how to create meaningful connections with your audience, through real-life case studies, simple exercises and top-notch business advice. A must-read for any business owner.
£15.29
Practical Inspiration Publishing More Sales Please: Promote your small business
Book Synopsis‘The ultimate companion for any small business owner’ - Holly Tucker, Founder of notonthehighstreet and Holly & Co‘I dare you to read this book and NOT make more sales - you couldn’t have a better guide!’ - Lucy Sheridan, The Comparison Coach‘Filled with straightforward advice that will help your business grow’ - Emma Jones, Founder of Enterprise NationHave you ever: Told yourself you’re not a natural salesperson… Procrastinated on promoting your business because it feels awkward, or... Launched something new, only to be met with deafening silence? If you answered yes to any of these, then More Sales Please is for you! Most business owners have never been taught how to promote what they do with ease - until now. Say goodbye to guesswork and discover the step by step process to effortless sales in just 30 minutes a day.Sara Nasser Dalrymple is a business mentor, strategist and educator and the go-to sales expert in the small business community. Her 20 years of sales and marketing experience and simple, actionable advice has helped hundreds of business owners transform the way they feel about selling and achieve long lasting success through confident, sleaze-free self promotion.Trade ReviewI gained so much from this book and would highly recommend it to any small business owner looking to understand sales and marketing. it is a truly informative and practical resource to help you with sales. There are so many great tips and examples in this book that it has me actually excited to focus more on sales and building my brand. - NetGalleyI'm about to start my second reading of this brilliant book. It's once to take it all in, and then the second time more slowly and purposefully so that I can implement and test out as I go. I have a feeling that this is really where More Sales Please will pay dividends, and I can't wait to get started on the implementation. -Amazon 5*A great addition to any small business owners practical toolkit. Serves up a refreshing cocktail of practical wisdom, actionable advice, and a sprinkle of humor to transform your business game. If you've ever felt like a fish out of water in the sales ocean, this book is your life jacket. - NetGalleyI honestly can’t rave about this book enough. It has completely transformed the way I viewed ‘selling’, given me the confidence to get out there and achieve my goals and provided a solid foundation for my sales strategy. The author is clearly very credible, and provides actionable step by step advice in a super friendly format, all backed up with real life examples from real small business owners. Loved it. - Amazon 5*An amazingly useful and thought provoking book for ALL small business owners out there! - Amazon 5*Table of Contents Title Page Copyright Page Dedication Contents Introduction Part I: More sales clarity 1: So, this is sales 2: Ditch the myths 3: Diagnose your sales problem 4: The non-negotiables of selling well Part II: More sales confidence 5: The decision maker’s journey 6: Solid sales foundations 7: Your sales strategy step by step Part III: More sales ease 8: Harnessing the power of your personal brand 9: Turning content into sales 10: Self-promotion made simple Summary Glossary A handy list of sales activities for when inspiration has dried up Troubleshooting: Help, where are my sales? Acknowledgements Index
£14.24
Practical Inspiration Publishing Sales Made Simple
Book SynopsisYou might think you're not a natural salesperson, but if you don't get comfortable promoting your business, you're not going to HAVE a business for much longer. Luckily, Sara Nasser Dalrymple is here to help. Discover 10 simple principles that you can apply to your business immediately to attract customers with ease. No ickiness, no gimmicks, and all in just 6 minutes!
£11.04
Atlantic Books Wikinomics
Book SynopsisAn International Bestseller. An Economist Book of the Year. A Financial Times Book of the Year. Shortlisted for the Financial Times Business Book of the Year. Wikinomics shows how businesses can collaborate creatively with their customers to succeed in the age of Wikipedia, YouTube and Linux: 'The Number 1 must-read... A breathtaking piece of work.' Tom Peters.The knowledge, resources and computing power of billions of people are self-organizing into a massive, new collective force. Interconnected and orchestrated via blogs, wikis, chat rooms, peer-to-peer networks, and personal broadcasting, the web is being reinvented to provide the first global platform for collaboration in history.Trade Review"* 'If you want to enlighten yourself about how the internet is revolutionizing the way people and business operate, then this is a dizzyingly fascinating book to help you...' Guardian * 'A must-click for all webheads... Great fun for anyone with an interest in why this online lark is really as important as we evangelists keep saying it is.' Matthew D'Ancona, Spectator"
£17.00
De Gruyter Delivering Digital Transformation: A Manager’s
Book SynopsisDeliver on your digital transformation by learning from the insights and experiences from organizations adapting their approaches to life in the digital world. Business leaders, industry strategists, academics, and policy makers are all scrambling to make sense of digital transformation, and to define strategies for success in our increasingly digital economy. This book provides today’s leaders, managers, and practitioners with the tools for understanding, leading, and delivering in the digital age. »What I see here is an excellent survey of the best thinking on Digital Transformation. It’s a book I wish I had written.« Brad Power, Process Innovator »A clear and crisply written guide for any manager considering delivering digital transformation who would like a digestible introduction to key technology trends, organisational and social impact as well as a glimpse of the future.« Petrina Steele, Equinix »A thoroughly enjoyable read. A great synthesis of many different sources that I’m sure will be an invaluable guide for managers.« Richard Sargeant, faculty.ai
£23.28
De Gruyter Digital Business Strategy: How to Design, Build,
Book SynopsisDigital transformation is a must. Consumers have fully embraced the digital age, and companies have followed suit, deploying programs to adapt to the rapidly evolving marketplace. But the pace of technological change is such that digital trends are shaping the future, revolutionizing the business world and turning it on its head. How can business leaders operate, innovate and thrive in the present and future digital market? Digital Business Strategy - How to Design, Build and Future-Proof a Business in the Digital Age provides a practical step-by-step guide with frameworks, examples and real-world guidance to break down what is required to deliver complex business transformation. Six comprehensive sections delve into: understanding the drivers of the digital age, how to develop a digital strategy, the core competencies of a digital business, how to execute transformational change and build a digital culture, how to deliver value today while creating opportunities for tomorrow through ambidextrous roadmap planning and execution techniques, and preparing for the next wave of innovation. Digital Business Strategy is for C-Suite leaders, first-line management, entrepreneurs, SME business owners and students; anyone interested in shaping their team, business, service or proposition to be digitally sustainable and resilient in the present and future digital era.
£27.00
O'Reilly Media Mastering Bitcoin
Book SynopsisMastering 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.
£41.99
Kogan Page HumanCentered Marketing
Book SynopsisAshley Faus is Head of Lifecycle Marketing, Portfolio at Atlassian. Based in San Francisco, CA, her work has been featured in TIME, Forbes, Content Marketing Institute and The Journal of Brand Strategy. As a speaker she's shared insights with audiences at conferences including DigiMarCon, Digital Summit, INBOUND and MarketingProfs B2B Forum. She has been awarded as one of the Top 100 Product Marketing Mentors 2024, 50 Top B2B Marketing Influencers, Experts and Speakers to Follow 2022 and 2023 and 50 Marchitects to Follow 2022.
£28.49
Penguin Books Ltd One Click
Book SynopsisBuy now with one-click. Amazon''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.Jeff 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. One Click explores what makes Bezos Bezos. 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.Amazon.com was waiting to be discovered. It took Bezos''s u
£10.44
John Wiley & Sons Inc Inbound Marketing Revised and Updated
Book SynopsisAttract, engage, and delight customers online Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online 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. With 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. Inbound Marketing recognizes these behavioral changes as opportunities, and explains how marketTrade ReviewCovering 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)Table of ContentsForeword xi Acknowledgments xv Introduction xvii Part I Inbound Marketing 1 Chapter 1 Shopping Has Changed . . . Has Your Marketing? 3 Who Moved My Customers? 6 Inbound in Action: Barack Obama for President 6 To Do 8 Chapter 2 Is Your Website a Marketing Hub? 9 Megaphone versus Hub 9 It’s Not What You Say—It’s What Others Say About You 10 Does Your Website Have a Pulse? 10 Your Mother’s Impressed, But . . . 11 Tracking Your Progress 13 Inbound in Action: 37Signals 14 To Do 15 Chapter 3 Are You Worthy? 17 Creating a Remarkable Strategy 17 Tracking Your Progress 19 Inbound in Action: The Grateful Dead 19 To Do 20 Part II Get Found By Prospects 21 Chapter 4 Create Remarkable Content 23 Building a Content Machine 23 Variety is the Spice of Life 24 You Gotta Give to Get 24 Moving Beyond the Width of Your Wallet 25 Tracking Your Progress 25 Inbound in Action: Wikipedia 26 To Do 27 Chapter 5 Get Found in the Blogosphere 29 Getting Your Blog Started Right 30 Authoring Effective Articles 30 Help Google Help You 32 Making Your Articles Infectious 33 Give Your Articles a Push 34 Starting Conversations with Comments 35 Why Blogs Sometimes Fail 36 The Gift That Keeps on Giving 36 Consuming Content with RSS 37 Subscribe to Relevant Industry Blogs 37 Contribute to the Conversation 38 Tracking Your Progress 39 Inbound in Action: Whole Foods 40 To Do 43 Chapter 6 Get Found in Google 45 Paid versus Free 45 A (Brief) Introduction to How Google Works 48 Picking the Perfect Keywords 50 On-Page SEO: Doing the Easy Stuff First 53 Off-Page SEO: The Power of Inbound Links 58 Black Hat SEO: How to Get Your Site Banned by Google 61 The Dangers of PPC 63 Tracking Your Progress 64 Inbound in Action: LinkedIn “Elite” 65 To Do 66 Chapter 7 Get Found in Social Media 67 Creating an Effective Online Profile 67 Getting Fans on Facebook 69 Creating Connections on LinkedIn 73 Gathering Followers on Twitter 77 Gaining Reach from Google+ 80 Being Discovered with StumbleUpon 82 Getting Found on YouTube 84 Tracking Your Progress 86 Inbound in Action: FreshBooks 87 To Do 89 Chapter 8 Visual Content 91 SlideShare 92 Visual.ly 92 Pinterest 93 Instagram 94 Snapchat 95 Vine 96 Chapter 9 Software and Tools as Content 99 Writing Code Instead of Text 100 Replace Humans with Machines 101 Provide a Next Step 102 Kill Bad Tools Quickly 102 Tools Don’t Market Themselves 103 Inbound in Action: Wealthfront 104 To Do 105 Part III Converting Customers 107 Chapter 10 Convert Visitors into Leads 109 Compelling Calls-to-Action 110 Mistakes to Avoid 113 Optimizing Through Experimentation 113 Tracking Your Progress 113 Inbound in Action: Google 114 To Do 114 Chapter 11 Convert Prospects into Leads 115 Landing Page Best Practices 115 Creating Functional Forms 119 Going Beyond the Form 122 A Word of Caution 122 Tracking Your Progress 123 Inbound in Action: Zappos 123 To Do 124 Chapter 12 Convert Leads to Customers 125 Grading and Scoring Your Leads 125 Nurturing Your Leads 128 Broadening Your Reach 129 Tracking Your Progress 131 Inbound in Action: Kiva 131 To Do 134 Part IV Make Better Decisions 135 Chapter 13 Make Better Marketing Decisions 137 Levels and Definitions 138 Campaign Yield 138 Tracking Your Progress 140 To Do 140 Chapter 14 Picking and Measuring Your People 141 Hire Digital Citizens 142 Hire for Analytical Chops 142 Hire for Their Web Reach 143 Hire Content Creators 145 Developing Existing Marketers 145 Tracking Your Progress 146 Inbound in Action: Jack Welch and GE 148 To Do 149 Chapter 15 Picking and Measuring a PR Agency 151 Picking a PR Agency 152 Tracking Your Progress 153 Inbound in Action: Solis, Weber, Defren & Roetzer 154 To Do 155 Chapter 16 Watching Your Competition 157 Tools to Keep Tabs on Competitors 157 Tracking Your Progress 158 Inbound in Action: TechTarget 159 To Do 161 Chapter 17 On Commitment, Patience, and Learning 163 Tracking Your Progress 164 Inbound in Action: Tom Brady 164 To Do 165 Chapter 18 Why Now? 167 Tools and Resources 171 Inbound.org 171 Advanced Google Search 171 Tracking with Site Alerts 173 Bonus: Entrepreneur’s Guide to Startup Marketing 175 Startup Marketing Checklist 175 18 Simple Tips for Naming a New Company 180 Insider Tips on Buying the Domain Name You Love 184 Get Inbound Certified! 187 Index 189
£17.09
Yale University Press Behind the Screen
Book SynopsisAn eye-opening look at the invisible workers who protect us from seeing the worst of humanity on today’s commercial internetTrade Review“Sarah T Roberts’s vital new study demonstrates how online content moderation is a global industry that operates on the back of human exploitation” —John Naughton, The Guardian“This book will define our thinking about the modern internet. Roberts has deftly dispelled the myth of freely flowing content in social media and brought critical attention to the work of digital laborers. Whatever you thought about how the internet works, prepare to rethink it all. A must read for anyone who uses and trusts the objectivity of the internet.”—Safiya Umoja Noble, author of Algorithms of Oppression: How Search Engines Reinforce Racism“Sarah Roberts, one of the leading pioneers of scholarship in the digital age, opens a window onto the opaque world of content moderation. Behind the Screen is the definitive work on this key sector of the digital economy, its influence certain to shape policy and research in the years to come. Not only that – it’s a great read!”—David Kaye, UN Special Rapporteur on Freedom of Expression“Behind the Screen is engaged social science at its best. Roberts has deeply researched the labor of content moderators. Her empathetic understanding of their place in the global digital labor market unlocks a compelling theoretical framework for the political economy of communication. This book is a must-read for anyone interested in how online discourse is limited, structured, and enabled.”—Frank Pasquale, author of The Black Box Society: The Secret Algorithms That Control Money and Information“Sarah Roberts will take you on an eye opening journey into the hidden world of the largely unsung and unappreciated people whose hard psychological labor plays a huge role in shaping the global public sphere. Behind the Screen is essential reading for anybody seeking to understand the private governance of online speech.”—Rebecca MacKinnon, author of Consent of the Networked: The Worldwide Struggle for Internet Freedom"The duty of a technology scholar is to demystify a system so that readers recognize the human hands and minds at work behind what otherwise seems the work of wizards. In stirring and clear prose, Sarah T. Roberts demystifies the labor and judgement that influence what we see on Facebook and other platforms — and how they can never achieve what the companies promise."—Siva Vaidhyanathan, author of Antisocial Media: How Facebook Disconnects Us and Undermines Democracy
£17.99
WW Norton & Co Platform Revolution
Book SynopsisAn inside look at the revolutionary business power of the platform—from the experts who helped discover how it works.Trade Review"Platform Revolution... is not the first book on the subject. But its clarity and fact-based analysis have made it a business bestseller for 2016." -- The European Magazine
£22.79
Little, Brown Book Group Guerrilla Marketing Cuttingedge strategies for
Book SynopsisThe book every small-business owner should ownFirst published in 1983, Jay Levinson''s Guerrilla Marketing 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. In this completely updated and expanded fourth edition of Levinson''s first Guerrilla Marketing 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. Filled 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, Guerrilla Marketing will be the entrepreneur''s marketing bible for the twenty-first century.
£13.29
Ebury Publishing The Airbnb Story
Book SynopsisLeigh Gallagher is Senior Editor at Large at Fortune magazine, where she writes and edits feature stories and is a co-chair of the Fortune Most Powerful Women Summit and Fortune Brainstorm Tech conference. She is a seasoned business commentator, appearing regularly on news programmes and is a member of the Council on Foreign Relations.@leighgallagherTrade ReviewAn engrossing story of audacious entrepreneurism and big-industry disruption, The Airbnb Story is a tale for our times. * Charles Duhigg, author of bestsellers Smarter Faster Better and The Power of Habit *Gallagher captures the remarkable journey of Airbnb exceedingly well; she takes readers from its earliest and scrappiest days through becoming an enduring company with a brand beloved by millions around the world. * Reid Hoffman, co-founder of LinkedIn *A fast paced, fun dive into one of the seminal firms of our time; through the tale of Airbnb, Leigh Gallagher shows us how the sharing economy can be a force for emotional connection -- as well as for social and business disruption. * Rana Foroohar, Financial Times columnist and CNN global economic analyst *A must-read for anyone who has wondered where Airbnb came from and where this highly popular and very disruptive company might be headed. Leigh Gallagher takes you on a journey from the idea all the way to the company's current multi-billion dollar valuation * Bethany McLean, co-author of bestsellers The Smartest Guys in the Room and All the Devils Are Here *Leigh Gallagher has written a compelling history of Airbnb’s journey from a crazy, it-will-never-work idea to becoming a totally disruptive force * Tony Hsieh, bestselling author of Delivering Happiness and CEO of Zappos.com, Inc. *
£13.49
O'Reilly Media Using Generative AI for SEO
Book Synopsis
£25.59
John Wiley & Sons Inc The B2B Social Media Book
Book SynopsisAdvance your B2B marketing plans with proven social media strategies Learn social media''s specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social mediaTable of ContentsForeword ANN HANDLEY xi Introduction We Didn’t Wake Up One Day and Write This Book xv How We Got Here xvi This Book Is an Offer xvii You Want More Examples? xvii What Did We Miss? xviii Are You Ready to Go? xviii I The Fundamentals of Social Media Lead Generation 1 1 Why B2B Is Better at Social Media Than B2C 3 The Marketing Status Quo 3 What Your Marketing Could Be 4 Five Reasons B2B Companies Are a Better Fit for Social 4 Media Marketing Than B2C Companies When Social Media Isn’t Right for B2B 6 B2B Social Media as an Annuity 8 Results Independent of Effort 8 Annuities Facilitate Scale 9 Social Media Is Only One Piece 9 Building a Next-Generation B2B Marketing Team 10 Storytelling + Data Analysis = Great Social Media Marketer 10 The Perfect B2B Marketing Leader 11 Three B2B Social Media Steps to Superstardom 11 2 Five-Step Social Media Lead Generation Process 13 Step 1: Getting the Basics Right 14 Step 2: Maximize Content Discovery 17 Step 3: Create Conversion Ubiquity 21 Step 4: Test and Fail Fast 22 Step 5: Optimize for Maximum Lead Flow 25 Three B2B Social Media Lead Generation Steps to Superstardom 27 3 Yes, Chapter 3 in a Social Media Book Is about Search (It’s That Important!) 29 Evolution of Search 29 Context as the Foundation of Search 29 Four On-Page Optimization Opportunities 30 Authority Drives Ranking 32 Three Strategies for Link Building Success 33 Changing Authority 34 Social Search and B2B 35 Unifi ed Keyword Strategy 35 Rank Is Dead 37 Search Isn’t Just Google 38 Three B2B Search Engine Optimization Steps to Superstardom 39 4 How to Close the Loop of Social Media ROI 41 The Math of ROI 42 Calculating COCA 42 Understanding Total Lifetime Value 43 Social Media Is Good for COCA and TLV 46 Intent Is Attribution 47 First- versus Last-Action Attribution 48 Gathering the Data 49 Measuring to Superstardom 50 Integrating Marketing and Sales Databases 50 It Is Math, Not Hugs 51 Three B2B Social Media ROI Steps to Superstardom 52 5 Reach: More Is Always Better 55 Being Targeted Isn’t Enough 55 Be Able to Sell Anything 56 Six Time-Tested Methods for Building Reach 57 Remarkable and Frequent Content Fuels Reach 58 Paying for Reach Is Okay 59 Nearsightedness Kills Great Marketing 61 Three B2B Social Media Reach Building Steps to Superstardom 61 II Social Media Lead Generation in Action 63 6 Creating Ebooks and Webinars That Prospects Love 65 Create Ebooks Everyone Wants 66 The 10-Step Blueprint to Ebook Awesomeness 67 Webinars Are Low-Cost Trade Shows 69 Five Steps for an Engaging Webinar 70 Marketing with Existing Sales Tools 71 Storytelling with Video 71 Three Commandments of B2B Video 72 To YouTube or Not to YouTube, That Is the Question 73 Being Interesting Is the New Black 74 Three B2B Social Media Content Offer Steps to Superstardom 74 7 Why You Are Already a Business Blogging Expert 77 The Origins of Corporate Blogging 78 The Thinking Part of Setting Up Your Business Blog 79 The Content Part of Setting Up Your Blog 80 The Nuts and Bolts Part of Setting Up Your Blog 82 The Ultimate Business Blogging Checklist 84 Blog Content Drives Leads 95 Three B2B Blogging Steps to Superstardom 96 8 Become a LinkedIn Lead Generation Superstar 97 Profi les Are Just the Beginning 97 Companies Can Get Recommendations Too 100 Business Value Through Sharing 102 Grouping Your Expertise: LinkedIn Groups 103 Answering the Questions: LinkedIn Answers 105 Professionals Need Advertising Too 106 Three B2B LinkedIn Steps to Superstardom 108 9 Twitter: Leads in 140 Characters 109 Five Off-Platform Benefi ts of Twitter 110 Anatomy of a Tweet 111 Replies and Mentions 112 Retweets 113 Direct Messages 114 Hashtags 114 Finding B2B Leads on Twitter 115 Setting Up a B2B Twitter Account 116 The 10-4-1 Rule of Social Sharing 117 14 Ways to Drive Leads with Content on Twitter 118 Five Ideas for Prospect Engagement for B2B Companies 123 Pushing the Twitter Envelope 124 Three B2B Twitter Steps to Superstardom 126 10 Maximizing Facebook Lead Generation through Engagement 127 Profiles versus Pages 127 It Made Sense for Cisco to Join 128 Three Reasons to Create a B2B Presence on Facebook 128 Yes, Facebook Is for B2B 129 Understanding the EdgeRank Engagement Algorithm 130 10 Ways to Drive Leads on Facebook 131 Facebook Engagement Means Leads 138 Three B2B Social Media Facebook Steps to Superstardom 141 11 E-Mail Is Social 143 Opt-In Is a Better Call to Action 143 Why Nobody Likes E-Mail 145 12 Ways to Get More Leads Out of E-Mail 145 Testing E-Mail Ideas Using Social Media 148 Four Ways to Socialize a Prospect’s Inbox 149 Social Profiles within the Inbox 150 Three B2B Social Media E-Mail Steps to Superstardom 151 III Taking Social Media Lead Generation to the Next Level 153 12 Stop Preparing for the Mobile Web; It’s Here 155 Getting Smart about Smartphones 155 Two Ways to Mobile-Optimize a Website 157 On the Go with Mobile Content 159 What Is the Context of Your Content? 161 Rethinking the Mobile Landing Page 161 B2B Mobile Apps Are for Suckers 163 Location Is for Sales, Not Marketing 164 Three B2B Social Media Mobile Marketing Steps to Superstardom 165 13 Making Trade Shows Social 167 Driving Trade Show Leads with Social Media 167 Treat Trade Shows Like Comarketing 168 Five Steps to Instantly Make Your Trade Show More Social 169 Taking Over Physical and Digital Word of Mouth 170 Three Trade Show Takeaways from “DNS Is Sexy” 172 Using Location to Become the Best “Party” at a Trade Show 172 Virtual Conference 173 Three B2B Social Media Trade Show Steps to Superstardom 175 14 Run a B2B Social Media Marketing Team Like a Start-Up 177 It All Starts with Passion 177 Where Does Passion Come From? 179 Knowing When to Ship 180 It Becomes Agile Marketing Anyway 181 Three Principles of Agile Marketing 181 When It’s Time to Look for Funding 182 What’s the Exit Strategy? 183 Three B2B Social Media Start-Up Steps to Superstardom 184 15 10 B2B Social Media Roadblocks 185 1. Legal Wants Full Approval—Of Everything 185 2. Social Network Access Is Blocked 186 3. Executive Support Is Lacking 187 4. The Customer Base Is Not Attuned to Social Media 187 5. But I Have a Real Job to Do 188 6. It Is Free, Right? 188 7. We Need the Right People for the Task 189 8. We Have Always Done It This Way 190 9. The Network Admin Is a Debbie Downer 190 10. You Don’t Know Where to Start 191 Three Clearing Roadblock Steps to Superstardom 193 16 The Best Time Ever! 195 Social Media Marketing Is about Lead Generation 196 Be a Storyteller Who Uses Data 196 Second Is the First Loser 197 Useless Metrics 197 The Beginning, Not the End 198 Acknowledgments 201 About the Authors 203 Notes 205 Index 209
£17.09
John Wiley & Sons Inc Share This
Book SynopsisShare Thisis a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It's a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, STrade Review'A comprehensive handbook, which would be useful for anyone looking to get to grips social media. (Talk Business, October 2012) a pragmatic guide and an invaluable insight for anyone working in the challenging world of public relations today (Flybe, December 2012)Table of ContentsList of Contributors x Foreword by Jane Wilson xi Introduction by Stephen Waddington xiii Part I Changing Media, Changing PR 1 1 An Introduction to Social Networks 3Katy Howell Part II Planning 13 2 Kick‑Start Your Social Media Strategy 15Simon Sanders 3 What has Google Ever Done for PR? 23Andrew Smith 4 Integrating Traditional and Social Media 31Helen Nowicka 5 Social Media Guidelines: Creating Freedom Within a Framework 39Gemma Griffiths 6 Open Communication: Psychology, Ethics and Etiquette 49Becky McMichael Part III Networks 59 7 Facebook: A Way to Engage with Your Audiences 61Robin Wilson 8 Twitter: The Unstoppable Rise of Microblogging 71Alex Lacey 9 LinkedIn: Social Networking for Professionals 79Matt Appleby 10 Google+: Better than Buzz? 87Dan Tyte 11 The Business of Blogging 93Stephen Waddington Part IV Online Media Relations 101 12 Modern Media Relations and Social Media Newsrooms 103Stuart Bruce 13 Brands as Media 113Rob Brown 14 The Future of Broadcast 121Russell Goldsmith 15 Media Relations Modernised 129Adam Parker 16 Pitching Using Social Media 137Julio Romo Part V Monitoring and Measurement 145 17 Real-Time Public Relations 147Philip Sheldrake 18 Social Media Monitoring 157Andrew Smith 19 Measuring Social Media 163Richard Bagnall Part VI Skills 175 20 Skilling Up for the Future 177Daljit Bhurji 21 The Future of PR Education 185Richard Bailey Part VII Industry Change 193 22 Employee Engagement: How Social Media are Changing Internal Communication 195Rachel Miller 23 Back to the Future for Public Sector Communications 205Mark Pack 24 Modernising Public Affairs for the Digital Age 213Stuart Bruce 25 Social Media and the Third Sector 221Simon Collister Part VIII The Future 229 26 Here Comes Web 3.0 and the Internet of Things 231Philip Sheldrake Index 237
£16.19
John Wiley & Sons Inc Hacking Marketing
Book SynopsisApply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital.Table of ContentsIntroduction ix I Marketing ≈ Digital ≈ Software 1 1 Hacking is a Good Thing 3 2 Marketing is a Digital Profession 9 3 What Exactly Are Digital Dynamics? 15 4 Marketing is Now Deeply Entwined with Software 25 5 Marketers Are Software Creators Now 31 6 Parallel Revolutions in Software and Marketing 37 7 Adapting Ideas from Software to Marketing 47 II Agility 53 8 The Origins of Agile Marketing 55 9 From Big Waterfalls to Small Sprints 65 10 Increasing Marketing’s Management Metabolism 75 11 Think Big, but Implement Incrementally 85 12 Iteration = Continuous Testing and Experimentation 95 13 Visualizing Work and Workflow to Prevent Chaos 105 14 Tasks as Stories along the Buyer’s Journey 117 15 Agile Teams and Agile Teamwork 129 16 Balancing Strategy, Quality, and Agility 143 17 Adapting Processes, Not Just Productions 155 III Innovation 161 18 Moving Marketing from Communications to Experiences 163 19 Marketing in Perpetual Beta with an Innovation Pipeline 173 20 Collaborative Designs and the Quest for New Ideas 183 21 Big Testing is More Important Than Big Data 193 IV Scalability 205 22 Bimodal Marketing: Balancing Innovation and Scalability 207 23 Platform Thinking and Pace Layering for Marketing 219 24 Taming Essential and Accidental Complexity in Marketing 233 V Talent 245 25 Chasing the Myth of the 10× Marketer 247 Notes 255 Acknowledgments 263 About the Author 267 Index 269
£18.69
Wiley-Blackwell Content and Copywriting
Book Synopsis
£34.15
John Wiley & Sons Inc The Conversion Code
Book SynopsisTable of ContentsFigures List Preface: The Global Impact of The Conversion Code and What’s New in the 2nd Edition Introduction: How I created The Conversion Code Disclaimer: How to Read The Conversion Code Section One: How To Do Marketing That Attracts High-Quality Leads Chapter 1: The Biggest Challenges Facing Marketing and Sales (plus what happens when you crack The Conversion Code) Chapter 2: How To Use Your Website To Attract High-Quality Leads Chapter 3: How To Build Landing Pages That Capture High-Quality Leads Chapter 4: Blogging For Business (how to write blogs posts that generate high-quality leads) Chapter 5: How To Optimize Your Content for Lead Generation, Social Media, and Search Engines Chapter 6: Advanced Facebook Marketing and Advertising Techniques that Generate High-Quality Leads Chapter 7: Using Google PPC (Adwords) To Capture High-Quality Leads Chapter 8: How To Use Videos (and YouTube) To Attract and Convert Leads Chapter 9: How To Get The Most Out Of Twitter Chapter 10: How To Use Instagram To Attract High-Quality Leads (and raving fans) Chapter 11: It’s TikTok Time Chapter 12: How To Use LinkedIn For Maximum Impact (in minimal time) Chapter 13: Audio Is Everywhere (how to take advantage of it) Chapter 14: Influencer Marketing Chapter 15: Get The Most Out Of Your Marketing and Convert More Leads Using Retargeting Section Two: How To Find And Follow-Up With The Highest-Quality Leads That Are The Most Likely To Convert Chapter 16: Amazing Sales Tools That Will Increase Your Lead Conversion Rate Chapter 17: Should You Use an ISA or an A.I. Chatbot to Follow-Up with Leads? Chapter 18: How To Achieve The Highest Lead Conversion Rate Possible Chapter 19: How To Convert Leads Using Text Messages Chapter 20: How To Use Automated Email Campaigns To Convert Leads Chapter 21: Expert Email Marketing Tips That Build Your Brand and Convert Leads Chapter 22: How To Find and Convert The Hottest Leads Using User Tracking and Triggered Messages Section Three: The Billion Dollar Sales Script Chapter 23: Welcome to the Boiler Room Chapter 24: The Pre-Call Stalk Chapter 25: How to Have a Perfect First Minute on a Sales Call with a Lead Chapter 26: The Digging Deep Technique Chapter 27: How to Quickly Get a Lead to Trust You Chapter 28: Proactively Uncovering Objections Chapter 29: How to Start Closing Using the Five Yeses Chapter 30: The Perfect Sales Pitch Chapter 31: Exactly What to Say When You Transition from Pitching to Closing Chapter 32: How To Close Chapter 33: How To Overcome Objections Chapter 34: Preferred Additional Outcomes (what to do when you can’t close someone) Chapter 35: What To Say After They Say Yes Chapter 36: How To Get the People You Close to Send You High-Quality Referral Leads Bonus Chapter: Analytics - How To Track The Metrics That Matter (and what to do based on the data) Notes About the Author Index
£18.69
John Wiley & Sons Inc Organizations Dont Tweet People Do
Book SynopsisPractical advice for managers on how the Web and social media can help them to do their jobs better Today's managers are faced with an increasing use of the Web and social platforms by their staff, their customers, and their competitors, but most aren't sure quite what to do about it or how it all relates to them.Trade Review'So much more than a business book; it is full of excellent advice, easy to assimilate and is relevant to anyone who wants to understand more about social media in the real world.' (Hotbrandscoolplaces.com, February 2012) A passionate treatise on what it means to be social in our world of corporate communications.' (Simply-communicate.com, February 2012) 'This uniquely people-centric guide to social media in the workplace offers managers, at all levels, valuable insights into the networked world.' (Flybe Magazine, March 2012) '... there is something in this book for everyone. I'd love to place a copy in the hand of every HR director and CEO in the country. It would be transformational. Trust me, read this. It really is that good.' (People Management, March 2012) 'I recommend the book to anyone thinking about taking part in social media and to managers who want to know what to do about social media in their department or organisation.' (Indigoblue.co.uk, 16th April 2012) 'The book talks through the challenges and ideas of how social media can be used and should be used within an organization.' (optimumexposure.co.uk. March 2012) With the social web being used by staff, customers and competitors, this book helps you harness its business potential.' (Director, March 2012) '...offers managers, at all levels, valuable insights into the networked world.' (CityJet Magazine, March 2012) ' You won't find a better, more accessible read about the value and potential of social media anywhere.' (workessence.co.uk, March 2012) 'There is something in this excellent book for everyone.' (People Management, April 2012) 'There is plenty of good sense in this book about the democratising potential of these new networks, their resistance to tidy structures, and the way they undermine old command-and-control cultures' (Management Today, April 2012) 'I highly recommend this book to anyone interested in social media, especially those new to blogging or tweeting.' (blogspot.co.uk, March 2012)Table of ContentsForeword by Andrew McAfee ix Introduction 1 1. We All Need to Grow Up 5 2. Ten Steps to Success with Technology 9 3. The Ultimate in Democracy 15 4. Leaving a Trace 21 5. Evolution on Steroids 27 6. “Writing Ourselves into Existence” 33 7. Literacy Re-discovered 39 8. Mass Illiteracy 45 9. Stating the Obvious 51 10. Volume Control on Mob Rule 57 11. Dealing with a Boss Who Doesn’t “Get It” 63 12. The More You Give the More You Get 69 13. “Ooh, That’s Interesting” 73 14. The Network of Networks 79 15. Real Leaders Have Followers 85 16. Real Friends 91 17. Too Much of a Good Thing 97 18. Globally Distributed Conversations 103 19. Conversations Can Only Take Place Between Equals 109 20. Management by Being Interested 115 21. Asking the Right Questions 123 22. The Meaning of True Collaboration 129 23. War of the Worlds 135 24. The Inside is Becoming the Outside 141 25. Your Staff are Your Best Advocates 145 26. Creatively Messy 151 27. Innovation and the Forces of Disruption 157 28. No Such Thing as Conscripts 163 29. Heading into the Great Unknown 169 30. Be Strategically Tactical 175 31. Back to Front ROI 181 32. The Price of Pomposity 187 33. Managing the Mess 193 34. We Need More Rubbish 199 35. Lines in the Sand 205 36. Small Pieces Loosely Joined 211 37. Unleash Your Trojan Mice 217 38. Don’t Feed the Trolls 223 39. When the Shit Hits the Fan 229 40. Crisis Management 235 41. The Best Way to be Safe is to be Open 241 42. Radical Transparency 247 43. The Revolution is Within 253 44. It’s Your Party . . . 257 45. A Final Word 263 A Note About Technology 267 Reading List 271 About Euan Semple 273 Index 275
£16.19
Kogan Page Ltd Social Selling
Book SynopsisTimothy Hughes, based in London, UK, is co-founder and CEO of the global social selling company, DLA Ignite. He was listed as one of the top eight sales experts to follow globally by LinkedIn in 2021 and has been ranked as one of the most influential people in social selling by Onalytica. As a universally recognized pioneer and exponent of social selling, Hughes has advised and helped many organizations achieve their social selling and influencer marketing objectives. He is the co-author of Smarketing, also published by Kogan Page.Trade Review"Social selling is no longer optional for salespeople today. Getting attention on platforms that buyers now use and being able to initiate conversations is the difference between winning and losing. Tim Hughes has written a great book that provides the skills you need to win in today's hyper connected and highly competitive world." * Graham Hawkins, CEO & Founder SalesTribe *"Social selling is still misunderstood. It isn't about how to sell through messaging all your LinkedIn connections, it is about earning influence. Tim Hughes is an authority on the topic and this book is the ultimate guide to building or refining your social selling strategies to increase your influence and sales. Get your stationery ready to highlight key points and make notes." * Jo Saunders, LinkedIn Demystifier | Strategist | Trainer | Author of Connectfluence *"Social Selling is the definitive blueprint required to implement a world-class strategy that will drive increased revenue based upon practical application. There are a lot of books that talk about social selling, but they fall short. Tim Hughes shares a mix of proven processes, tools, and personal anecdotes that show how his success can become yours, that you can immediately add to your sales arsenal to supercharge your business!" * Roderick Jefferson, Senior Vice President, Enablement | Bestselling Author | Global Keynote Speaker *"This is not a business book, it is a definitive and vital guide to social selling, a must read and must have for every business owner, entrepreneur, marketer and sales professional! Tim has compiled a comprehensive step by step resource and playbook which will positively transform your relationship building, increase your bottom line and see phenomenal return on your investment." * Jaz Greer, CEO Make A Difference *"Digital dominance, or owning your vertical's narrative on digital, is critical in social media strategy. Tim Hughes gives you the digital dominance secrets you need to implement a winning game plan. Every marketer needs to read this book!" * Terri Nakamura, Designer | Writer and Social Media Consultant | Author of Blogging on Instagram *"A network gives you reach... but a community gives you power. It's time to stop making excuses and start bringing in personal social skills to the digital world. Tim Hughes understands this critical issue, and this book give you the tools to make it happen." * Ted Rubin, Speaker | Author | Strategic Advisor... Provocateur *"Digital has thrown a spanner into the works of traditional B2B Marketing. With this book, Tim Hughes provides light in the darkness for today's digital marketing, highly recommended." * Joel Harrison, editor-in-chief, B2B Marketing *"This book is a must-read for sellers wanting to hone their craft in buyer engagement. If you want to get ahead of the competition knowledge is powerful and the skill of social selling will give you the step up necessary." * Janice B Gordon, Customer Growth Expert, Scale Your Sales *"Tim Hughes has taken his already powerful, revolutionary book on social selling to the next level. Social selling is no longer a fad, but a core tenant of modern selling. Tim has seen this evolution and his book is for those who want to stay ahead of the game." * Keenan, CEO of A Sales Growth Company | Author of Gap Selling *"Tim Hughes' first book is one of my go-to books when thinking about the concept of social selling and on developing 'social organisations'. The world changed and the way that people buy continues to evolve. It provides actionable advice to sales and marketing teams on how to embrace social and Tim's thinking is always ahead of the game." * Samantha Andrews, Global Marketing Director, GPA Global *"People are the key to digital transformation. As digital technologies proliferate and humans begin to share work with AI and robots, it is the people who excel at being human who will thrive. In this book, Tim Hughes explains that executives that invest to enable people to network and build relationships virtually will have the necessary foundation for winning today and in the future." * Lenwood M. Ross, Founder and CEO, Accelery, Inc. *"This book walks you through the reality of the post-pandemic world, defines what a digital organization must be and outlines the detailed steps of making that a reality within your organization. It is a must read for anyone leading or executing within a business of any size today." * Robert M Caruso, EngageDigitalInc.com @fondalo *"The world of sales has changed, you can no longer rely on cold calls and spam emails to make your number. Tim Hughes has created a practical methodology that teaches sellers how to engage like a real human on digital and win." * Andy Paul, Author and Creator of Sell Without Selling Out *"This update is a practical guide for every sales professional who wants digital success in a world that becomes more digital every day. If you want to boost your sales success online this book is a must!" * Leigh Ashton, Founder and CEO - The Sales Consultancy *"A real gem of a book that gets you started on your social selling journey, providing all your key enablers to build a culture of social selling, and making this daunting subject easy to understand. A simple read that demystifies social selling so you can get involved." * Chris Learmonth, Managing Director - BMW & MINI Park Lane *"I bought the first edition of Social Selling in 2018, and immediately applied some of the very actionable advice in the book, refining my entire digital networking and marketing strategy. I can't recommend the new edition strongly enough." * Michael O’Connor, Founder of the Service Professionals Network *"The problem with sales books today is pre-covid thinking. In this second edition Hughes has really taken the time to update the book with modern case studies and chapters that make it relevant and a must for sales people in the post-covid world." * Ian Moyse, Cloud Industry Leader and Influencer *Table of Contents Chapter - 00: Introduction to Social Selling; Chapter - 01: Community and Tribalism; Chapter - 02: Your Identity Within Social Networks; Chapter - 03: Talking to Strangers; Chapter - 04: Controlling Influence; Chapter - 05: The Mechanics of Traditional Sales; Chapter - 06: Moving from an Analogue to a Social Mindset; Chapter - 07: Selling the Idea of Social Selling and Measuring Success; Chapter - 08: How to Use Technology to Your Advantage; Chapter - 09: Digital Maturity; Chapter - 10: The Digital Organization Practitioner; Chapter - 11: Five Steps to Getting You Started
£25.64
Idea Group,U.S. Electronic Payment Systems for Competitive
Book SynopsisRecent innovations in the field of information technology and communications are radically changing the way international organisations conduct business. In this competitive environment, having the necessary tools to streamline business transactions and secure digital payments is crucial to business success. Electronic Payment Systems for Competitive Advantage in E-Commerce provides relevant theoretical frameworks and the latest empirical findings on electronic payment systems in the digital marketplace. Focusing on the importance of e-commerce in business development, including the advantages and disadvantages of e-payments, this book is an essential resource for business professionals who want to improve their understanding of the strategic role of e-commerce in all dimensions, as well as for both researchers and students.
£193.50
John Murray Press Digital Marketing In A Week
Book SynopsisDigital Marketing In A Week is a simple and straightforward guide to brilliant digital marketing, giving you everything you need to know in just seven short chapters. From social marketing and search engine optimization, to ''paid'' advertising, mobile marketing and creating the perfect website for driving sales, you''ll discover the perfect toolkit to drive your successful digital marketing.This book introduces you to the main themes and ideas of digital marketing, giving you a knowledge and understanding of the key concepts, together with practical and thought-provoking exercises. Whether you choose to read it in a week or in a single sitting, NLP In A Week is your fastest route to success:- Sunday: Building the ultimate sales website- Monday: SEO: The backbone of any digital marketing strategy- Tuesday: Social media marketing madness- Wednesday: Pay per click (PPC) simplified and explained- Thursday: Mobile optimization and getting mo
£9.49
John Murray Press SEO And Search Marketing In A Week
Book SynopsisSEO and Search Marketing In A Week is a simple and straightforward guide to mastering the basics, giving you everything you really need to know in just seven short chapters. From stripping away the mystique from SEO and SEM, to uncovering the meaning of jargon and acronyms such as pay-per-click advertising (PPC), backlinking, social signals and algorithms, you''ll discover how to structure your website to deliver what the search engines are looking for and to promote it to the world.This book distils the most practical search engine optimization (SEO) and search engine marketing (SEM) insights into easy-to-digest bite-sized chunks, giving you a basic knowledge and understanding of the key concepts, together with practical and thought-provoking exercises. Whether you choose to read it in a week or in a single sitting, SEO And Search Marketing In A Week is your fastest route to success:- Sunday: An introduction to search engines and SEO- MondayTable of Contents : Sunday: Introduction to search engines, SEO and search marketing : Monday: Preparing your site for search engines : Tuesday: Keyword research : Wednesday: On-page optimization : Thursday: Off-page optimization : Friday: Monitoring and managing your progress : Saturday: Scaling up with search marketing
£10.44
Bloomsbury Publishing PLC Social Media for Fashion Marketing
Book SynopsisSocial Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. 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.Featured topics- 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- GlobaTrade ReviewSocial Media for Marketing 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, UKThis 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. 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. -- Jason Schmitt, Green Mountain College, USAThis 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, UKTable of ContentsSection 1: The Digital Landscape Transforms the Fashion Industry 1. Digital Disruption of the Fashion Industry 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) 2 Introduction of the Digital Landscape 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 3 Rise of the Hyper-Connected Consumers 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 Section 2: The Business of Fashion Marketing 4 Digital Storytelling 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 5 Strategic Marketing in the Digital Age 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 6 The Evolving Measurable Impact of Social Media 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
£37.99
Bristol University Press Games in the Platform Economy: Steam's Tangled
Book SynopsisThis book examines the evolution of digital platform economies through the lens of online gaming. Offering valuable empirical work on Valve’s ‘Steam’ platform, Thorhauge examines the architecture of this global online videogame marketplace and the way it enables new markets and economic transactions. Drawing on infrastructure, software, platform and game studies, the book interrogates the implications of these transactions, both in terms of their legality, but also in how they create new forms of immaterial labour. Shedding new light on a previously under-explored branch of the study of digital platforms, this book brings a unique economic sociology perspective into the growing literature on videogame studies.Table of Contents1. Introduction: Steam’s tangled markets 2. Platform configurations in gaming 3. Economic sociology and the analysis of platforms as markets 4. Valve corporation and the Steam platform 5. Steam’s business model 6. Shaping market interactions on the Steam platform 7. Economic actors on the steam platform 8. Player trading beyond Steam 9. User monetisation and value creation in tangled markets
£77.39
PublicAffairs,U.S. The Tao of Alibaba: Inside the Chinese Digital
Book SynopsisFrom a long-time Alibaba executive and friend of Jack Ma, this is first book to articulate how Alibaba's unique culture and “tai chi” management principles are providing a business and economic development model for the rest of the world.If you took the economic might of Amazon, and added the penetration of Facebook, the ubiquity of Google, and the cultural significance of YouTube, you might have something starting to resemble Alibaba. Commonly mischaracterized as a kind of Chinese eBay for businesses, Alibaba and its interlinked network of products and services have exploded into global markets, disrupting conventional businesses and creating previously unimaginable opportunities for millions of small businesses worldwide. This book reveals the Tao of Alibaba—the company’s “secret sauce”—a consciously cultivated ethos and spirit that has enabled Alibaba to weather tough times (including its recent setbacks with the Chinese government) and persist toward a common mission. It is a blueprint of the company’s management philosophy, crystalized into the most important elements that have driven its success, and it provides a road map for how to incorporate these principles into any organization’s operations. Wong distills his 20 years of experience inside the company to show readers how to align their organization’s capabilities with performance-maximizing tools in order to achieve success. But most importantly, the Tao of Alibaba teaches the pursuit of greater purpose and meaning, steering entrepreneurs to view their ventures as a vehicle for having profound and lasting impacts on their communities. Ultimately, the lessons shared in The Tao of Alibaba will serve as timeless tools for any entrepreneur seeking to configure their organization toward purpose and impact.
£22.50
Business Expert Press Understanding Cryptocurrencies: Bitcoin,
Book SynopsisUnderstanding Cryptocurrencies is perfect for both introductory investors to the digital asset space and experienced investors seeking to gain practical insight into frameworks for understanding digital assets and valuation metrics.The book provides in-depth analysis of Bitcoin, Ethereum, and the different types of Altcoins in the ecosystem. The author demonstrates an empirical approach to explaining how digital assets can fit into a diversified portfolio of traditional financial assets, or as a standalone portfolio in a parallel financial ecosystem. The book contains fundamental, technical, and on-chain analytic tools for investors to better understand Bitcoin price cycles that will ultimately lead to better returns. The capital from these price cycles oftentimes migrates to other digital assets, creating a robust ecosystem and providing opportunities for enterprising investors to generate additional alpha.In Understanding Cryptocurrencies, the author also offers options for asset custody and counterargument breakdowns to create better informed investors. Lastly, the author provides poignant insight into the economic inefficiencies created from decades of Central Bank interest rate manipulation and monetary expansion. These inefficiencies have had social, political, and economic implications. It is ultimately due to these inefficiencies that a global sound money vacuum exists for Bitcoin and other digital assets to exploit.
£20.66
Morgan James Publishing llc Click and Grow Rich: The Proven Formula for
Book SynopsisIn Click and Grow Rich, readers discover the 9-step proven formula for creating a wildly successful online business. The unsettling truth is that 95 percent of all businesses fail within the first two years or keep the owner chained to it like a dead‑end job. Click and Grow Rich helps readers create true personal freedom in their lives by learning Brett Fogle and E. Daniel Miller’s unique MP5MS2 formula that they used to generate millions in online sales. It also shares how anybody can implement this simple process to create a successful money-making online business. Click and Grow Rich is useful for readers in all walks of life, whether they just want to earn extra money, quit a job, or build an enormously profitable online business that can be sold later. Click and Grow Rich helps people worldwide take control of their financial future by sharing these simple success principles and giving them a ‘playbook’ for success on how to achieve financial freedom in their lives. Much more than a book of ‘strategies,’ this is a rallying cry to join the #FREEDOMFIGHTER movement, achieve true time and money freedom, and live life on one’s own terms.
£14.24
Figure 1 Publishing Resurrecting Retail: The Future of Business in a
Book SynopsisFew crises in modern history have so completely disrupted every aspect of daily life as has the COVID-19 pandemic. What began as a small medical ripple in Wuhan, China, a city many of us had never heard of, quickly erupted into a tsunami of epic proportions. Every market, industry, vertical, profession, service, and category of product was in some way rocked by its impact. And, for the first time in recorded history, every wheel, cog and gear in the global retail industry ground to a virtual halt. From two-time, international best-selling author and futurist Doug Stephens, Resurrecting Retail is not just a riveting story of the unprecedented crash of an industry during this time of crisis but a roadmap for its rebirth. Meticulously researched in real time from inside the crisis, Resurrecting Retail provides a comprehensive and surprising vision of how COVID-19 will reshape every aspect of consumer life, including the very essence of why we shop. Above all, Resurrecting Retail provides an inspirational and actionable future vision for any business leader looking not only to survive but to thrive in a very different looking post-pandemic retail world.Trade Review"Prophetic, inspiring and entertaining. Paints a clear picture of the post COVID world we are entering and how retailers must adapt to thrive.”—Ian McMilan, Global Retail Marketing Lead, Nike “A vivid and meticulously researched picture of the post-COVID landscape and a strategic roadmap for retailers across all categories.”—Christina Fontana, Head of Fashion and Luxury for Tmall, US and Europe “Clears the fog around a post-pandemic retail landscape, and shines a spotlight on resilient retailers who will find a way to thrive within it.”—Harley Finkelstein, president, Shopify “Presents retailers and landlords with a comprehensive view into the future of our industry, offering practical advice about how we can not just survive, but thrive in a post-pandemic world.”—Mark C. Toro, Chairman, North American Properties "In a time of massive upheaval in retail, Doug Stephens not only astutely identifies the core issues retailers now face, but provides a set of answers, directions, and key retail archetypes from which to learn. If you want to resurrect your retailing for a new era, then pay attention to his conclusion: 'Every company is an experience company.'”—B. Joseph Pine II, co-author of The Experience Economy: Competing for Customer Time, Attention, and Money
£17.99
Practical Inspiration Publishing The Best 90 Days Ever
Book SynopsisLet''s face it: promoting your business often falls to the bottom of your to-do list. The Best 90 Days Ever shows you how to successfully market yourself with a series of daily 10-minute tasks that fit around the rest of your business. Stop wasting time wondering what to do, what to say and how to say it. This guide will give you a weekly theme, from email marketing and engagement to video content and batch creating, to show you how to grow your audience and increase your visibility. After 3 months you will have completed 90 powerful actions that your business will thank you for.
£14.24
Practical Inspiration Publishing More Sales Please: Promote your small business
Book Synopsis‘The ultimate companion for any small business owner’ - Holly Tucker, Founder of notonthehighstreet and Holly & Co‘I dare you to read this book and NOT make more sales - you couldn’t have a better guide!’ - Lucy Sheridan, The Comparison Coach‘Filled with straightforward advice that will help your business grow’ - Emma Jones, Founder of Enterprise NationHave you ever: Told yourself you’re not a natural salesperson… Procrastinated on promoting your business because it feels awkward, or... Launched something new, only to be met with deafening silence? If you answered yes to any of these, then More Sales Please is for you! Most business owners have never been taught how to promote what they do with ease - until now. Say goodbye to guesswork and discover the step by step process to effortless sales in just 30 minutes a day.Sara Nasser Dalrymple is a business mentor, strategist and educator and the go-to sales expert in the small business community. Her 20 years of sales and marketing experience and simple, actionable advice has helped hundreds of business owners transform the way they feel about selling and achieve long lasting success through confident, sleaze-free self promotion.Trade ReviewI gained so much from this book and would highly recommend it to any small business owner looking to understand sales and marketing. it is a truly informative and practical resource to help you with sales. There are so many great tips and examples in this book that it has me actually excited to focus more on sales and building my brand. - NetGalleyI'm about to start my second reading of this brilliant book. It's once to take it all in, and then the second time more slowly and purposefully so that I can implement and test out as I go. I have a feeling that this is really where More Sales Please will pay dividends, and I can't wait to get started on the implementation. -Amazon 5*A great addition to any small business owners practical toolkit. Serves up a refreshing cocktail of practical wisdom, actionable advice, and a sprinkle of humor to transform your business game. If you've ever felt like a fish out of water in the sales ocean, this book is your life jacket. - NetGalleyI honestly can’t rave about this book enough. It has completely transformed the way I viewed ‘selling’, given me the confidence to get out there and achieve my goals and provided a solid foundation for my sales strategy. The author is clearly very credible, and provides actionable step by step advice in a super friendly format, all backed up with real life examples from real small business owners. Loved it. - Amazon 5*An amazingly useful and thought provoking book for ALL small business owners out there! - Amazon 5*Table of Contents Title Page Copyright Page Dedication Contents Introduction Part I: More sales clarity 1: So, this is sales 2: Ditch the myths 3: Diagnose your sales problem 4: The non-negotiables of selling well Part II: More sales confidence 5: The decision maker’s journey 6: Solid sales foundations 7: Your sales strategy step by step Part III: More sales ease 8: Harnessing the power of your personal brand 9: Turning content into sales 10: Self-promotion made simple Summary Glossary A handy list of sales activities for when inspiration has dried up Troubleshooting: Help, where are my sales? Acknowledgements Index
£22.49
Hay House UK Ltd Two Weeks Notice
Book SynopsisNEW YORK TIMES BESTSELLER Now in paperback, a step-by-step roadmap for the mindset shifts you need to make and tools you need to start your own online business, from the host of Online Marketing Made Easy. Ready to ditch your 95 and follow your dreams? Then get this book now! In her signature step-by-step style, Amy delivers a practical and inspiring blueprint to becoming your own boss. Marie Forleo, #1 New York Times best-selling author of Everything Is Figureoutable Ever wish there was a step-by-step blueprint to design your life for financial freedom, lifestyle flexibility, and major impact? Are you ready to go from being stuck and complacent to courageous and capable of creating a business offering you the time and financial freedom you never dreamed possible? Through sharing her tried and true strategies, inspiring stories, and mindset shifts, Amy Porterfield, host of the top-rated podcast
£13.49
Micheal Kannedy Affiliate Marketing: Marketing Strategies Online
Book Synopsis
£12.34
In Easy Steps Limited Start an Online Business in easy steps
Book SynopsisStart an Online Business in easy steps, 2nd edition will show you how to research, prepare and run your own online business and will also give you the tools and the confidence to be able to explain to other staff members, clients, potential suppliers and of course customers, about what your online business is, and what it can do for them.Now fully updated for today's online market, it will guide you through: Planning, registering, and financing your business.Setting up your business online, and marketing it effectively. Monetizing your site. Managing and retaining customers. The tricks of the trade to earn more from your website, and much more to make your site successful! This book is intended for entrepreneurs, employees, employers, parents, students... in fact anyone interested in starting a business online no matter what their level of experience. It is for the non-techie who wants to be involved with every facet of setting up and running their own e-business. Whether you have a great idea for an online business but don't know where to start, or you've just launched your online shop and need to attract customers, this book is for you!
£11.39
Millennium Publishing Ltd Passive Income Ideas And Home-Based Business
Book Synopsis
£25.19
Bob Mather Artificial Intelligence Business Applications:
Book Synopsis
£37.99
Springer International Publishing AG Introduction to Electronic Commerce and Social
Book SynopsisThis 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. Wherever appropriate, material on Social Commerce has been added to existing chapters. Supplementary material includes an Instructor’s Manual; Test Bank questions for each chapter; Powerpoint Lecture Notes; and a Companion Website that includes EC support technologies as well as online files.The book is organized into 12 chapters grouped into 6 parts. Part 1 is an Introduction to E-Commerce and E-Marketplaces. Part 2 focuses on EC Applications, while Part 3 looks at Emerging EC Platforms, with two new chapters on Social Commerce and Enterprise Social Networks. Part 4 examines EC Support Services, and Part 5 looks at E-Commerce Strategy and Implementation. Part 6 is a collection of online tutorials on Launching Online Businesses and EC Projects, with tutorials focusing on e-CRM; EC Technology; Business Intelligence, including Data-, Text-, and Web Mining; E-Collaboration; and Competition in Cyberspace.Table of ContentsChapter 1. Overview of Electronic Commerce.- Chapter 2. E-Commerce: Mechanisms, Platforms, and Tools.- Chapter 3. Retailing in Electronic Commerce: Products and Services.- Chapter 4. Business-to-Business E-Commerce.- Chapter 5. Innovative EC Systems: From E-Government to E-Learning, Knowledge Management, E-Health, and C2C Commerce.- Chapter 6. Mobile Commerce and the Internet of Things.- Chapter 7. Social Commerce: Foundations, Social Marketing, and Advertising.- Chapter 8. Social Enterprise and Other Social Commerce Topics.- Chapter 9. Marketing and Advertising in E-Commerce.- Chapter 10. E-Commerce Security and Fraud Issues and Protections.- Chapter 11. Electronic Commerce Payment Systems and Order Fulfillment.- Chapter 12. Implementation Issues: From Globalization to Justification, Privacy, and Regulation.
£74.99
Asian Development Bank Asia Small and Medium-Sized Enterprise Monitor
Book SynopsisThe Asia Small and Medium-Sized Enterprise Monitor provides data and analysis as a resource for evidence-based policy design. This year's edition focuses on South Asia.This first volume reviews micro, small, and medium-sized enterprises (MSMEs) at the country and regional levels. It covers Bangladesh, India, Nepal, Pakistan, and Sri Lanka, and examines MSME development, access to finance, and policies and regulations. It notes that revitalizing MSMEs by channeling more growth capital to them will be key to a resilient economic recovery from the pandemic. It highlights opportunities in formalizing MSMEs and connecting them to international markets, expanding digital skills, fostering technology-based start-ups, and supporting youth and women entrepreneurs.
£37.95
Page Street Publishing The 10Hour Work Month
a huge range and FREE tracked UK delivery on ALL orders.
£16.19
De Gruyter Blockchain and Artificial Intelligence: The World
Book SynopsisBlockchain and artificial intelligence are perhaps the two most significant disruptive technologies this century and both will significantly rewire the world of global financial markets and the world in which we live. While blockchain offers a number of significant advantages over traditional forms of finance including lower cost and massive increases in operational efficiencies of traded markets, property records and a whole host of transaction processes, artificial intelligence is moving fast from basic structured machine learning doing menial yet important big data tasks like credit card fraud detection to predictive analysis and real-time real-world risk management and investment decision making. There is still a lot of confusion in the market about cryptocurrencies, bitcoin and the underlying blockchain technology. Blockchain and Artificial Intelligence highlights the underlying technologies of blockchain and the differences between cryptocurrencies and blockchain financial applications. It explores the current AI offerings and gives a vision of the fast-moving developments in this area including the many solutions that are expected to revolutionize the way financial and commodity markets will operate in the future.
£60.75
