Sales and marketing Books

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Book SynopsisThis book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.Trade ReviewAn excellent, and detailed discussion of the true factors of Brand growth. Highly recommended for any class on Brand Marketing or Brand Management. * Philip Sugai, Professor of Marketing, Doshisha University *More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers". * Marketing Week *...marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind. * Joseph Tripodi, The Coca-Cola Company *Until every marketer applies these learnings, there will be a competitive advantage for those who do. * Mitch Barnes, The Nielsen Company. *A scientific journey that reveals and explains with great rigour the Laws of Growth. * Bruce McColl Mars Incorporated *This book puts marketing's myth-makers, of which there are many, in their proper place. * Thomas Bayne, MountainView Learning *A truly thought-provoking book. * Timothy Keiningham, IPSOS Loyalty *The evidence in this book should make any marketer think hard about how they manage their brands. * Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK *This book should be required reading on any marketing course. * Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands *There is competitive advantage here for those who understand and follow this book's lessons. * Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc. *Table of ContentsEPILOGUE

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Book SynopsisMaster the science of funnel building to grow your company online with sales funnels in this updated edition from the $100M entrepreneur and co-founder of the software company ClickFunnels.DotCom Secrets is not just another "how-to" book on internet marketing.This book is not about getting more traffic to your website--yet the secrets you'll learn will help you to get exponentially more traffic than ever before.This book is not about increasing your conversions--yet these secrets will increase your conversions more than any headline tweak or split test you could ever hope to make.Low traffic or low conversion rates are symptoms of a much greater problem that's a little harder to see (that's the bad news), but a lot easier to fix (that's the good news).What most businesses really have is a "funnel" problem. Your funnel is the online process that you take your potential customers through to turn them into actual customers. Everyone has a funnel (even if they don't realize it), and yours is either bringing more customers to you, or repelling them.In this updated edition, Russell Brunson, CEO and co-founder of the multimillion-dollar software company ClickFunnels, reveals his greatest secrets to generating leads and selling products and services after running tens of thousands of his own split tests.Stop repelling potential customers. Implement these processes, funnels, frameworks, and scripts now so you can fix your funnel, turn it into the most profitable member of your team, and grow your company online.

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Book SynopsisTrade Review“Robert Cialdini has done the impossible: he has improved a masterpiece. The new version of Influence is a marvelously rich and engaging account of the subtle power that people exert on each other.” — Daniel Kahneman, Nobel Prize laureate and author of Thinking, Fast and Slow and Noise “If there is only one book you’ll ever read, if there is only one expert whose advice you’ll trust, it should be this book and this author, Robert Cialdini.” — Angela Duckworth, author of Grit and founder and CEO of Character Lab “This is the most important book ever written about the science of persuasion, and it just keeps getting better. I can’t imagine a more fascinating, more practical read.” — Adam Grant, New York Times bestselling author of Think Again and Originals and host of the TED podcast WorkLife "Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book Influence. Your knowledge base is simply incomplete without it." — Chris Voss, author of the Wall Street Journal bestseller Never Split the Difference “Influence is now even more practical and powerful. The new principle of unity alone is a game changer. Bravo!” — BJ Fogg, Ph.D., founder of Stanford’s Behavior Design Lab “The clouds have parted for everyone who wants to dent the universe. A new edition of what is already indispensable just got more so.” — Guy Kawasaki, chief evangelist of Canva and creator of the Remarkable People podcast "In this update of his classic book, the world's most practical social psychologist shares his wisdom and reveals his charm. There's dynamite here. Please use what you learn with care!" — Richard Thaler, Nobel Prize laureate and author of Nudge and Misbehaving “If you could read just one book on how to be more effective in business and life, I’d pick Influence. It’s a tour de force that Cialdini has somehow made more marvelous.” — Katy Milkman, professor at the Wharton School, host of the Choiceology podcast, and author of How to Change “A phenomenal book! Whether you seek to boost sales, strike a better deal, or improve your relationships, Influence offers scienti?cally tested principles that can change your life.” — Daniel L. Shapiro, Ph.D., founder and director of the Harvard International Negotiation Program and author of Negotiating the Nonnegotiable “Influence richly deserves its status as the de?nitive book on the subject. I learned so much from this revised edition, and so will you.” — Tim Harford, author of The Data Detective (US)/How to Make the World Add Up (UK) “Prepare to be dazzled. Bob Cialdini is the godfather of in?uence, and the original version of this book is already a classic. Whether you’re trying to in?uence or understand how others in?uence you, this book will show you how.” — Jonah Berger, professor at the Wharton School and author of Contagious and The Catalyst “A remarkable effort and achievement. Influence remains the brilliantly written treatise on fundamental principles of human behavior, with the addition of a timely new principle.” — Jeffrey Pfeffer, Thomas D. Dee II Professor of Organizational Behavior at the Stanford Graduate School of Business and author of Power: Why Some People Have It—and Others Don’t “Influence is a modern business classic that has profoundly shaped the ?elds of marketing and psychology. Robert Cialdini’s new edition makes a brilliant book even better, with robust new insights and examples.” — Dorie Clark, author of Reinventing You and executive education faculty, Duke University Fuqua School of Business “The new Influence is nothing short of a masterpiece. The writing is both timeless and worth reading immediately.” — Joe Polish, founder of Genius Network “Influence is a must-read for anyone who wants to understand the decision-making process. It is simply essential reading in the canon of psychology and behavioral ?nance.” — Barry Ritholtz, chairman and chief investment of?cer of Ritholtz Wealth Management “Cialdini has made a classic even better. This updated edition of Influence af?rms its place as one of the most important books on business and behavior of the last ?fty years. The new additions are terri?c.” — Daniel H. Pink, author of When, Drive, and To Sell Is Human "Influence is the only book I’ve assigned to my organizational behavior students at Stanford for the last twenty-?ve years. Students love it, and, years later, rave about how helpful it is has been throughout their careers. The new version is even more useful and nuanced— and even more fun to read." — Robert I. Sutton, professor at the Stanford Graduate School of Business and author of seven books, including New York Times bestsellers The No Asshole Rule and Good Boss, Bad Boss “Like every psychologist I know (and like many thousands of others who are curious about how the world works), I got my start learning about persuasion with Bob Cialdini’s Influence. This revised edition builds so meaningfully on the worn ?rst edition sitting next to my desk—Influence will continue to clarify and inspire the art and science of persuasion for years to come.” — Betsy Levy Paluck, professor of psychology and public affairs, deputy director of the Kahneman-Treisman Center for Behavioral Science and Public Policy, Princeton University "Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from. In this updated version of Influence, Cialdini updates what was already a powerhouse book with the latest, cutting edge research and new narratives to masterfully draw the reader in. Influence was always a must read and, now, it is even more so." — Annie Duke, author of Thinking in Bets and How to Decide

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Book SynopsisMaster the art of what to say in your funnels to convert your online visitors into lifelong customers in this updated edition from the $100M entrepreneur and co-founder of the software company ClickFunnels.Your business is a calling. You’ve been called to serve a group of people with the products, services, and offers that you’ve created. The impact that the right message can have on someone at the right time in their life is immeasurable. Your message could help to save marriages, repair families, change someone’s health, grow a company, or more. . . .But only if you know how to get it into the hands of the people whose lives you have been called to change.By positioning yourself as an expert and telling your story in a way that gets people to move, you will be able to guide people through your value ladder, offer solutions to their problems, and give them the results they are looking for. This is how you change the lives of your customers, and this is how you grow your company.In this updated edition of Expert Secrets, Russell Brunson, CEO and co-founder of the multimillion-dollar software company ClickFunnels, gives you the step-by-step strategies you need to turn your expertise into a carefully crafted sales message that will attract your dream customers.Don’t hide inside your business. Implement these story selling techniques now so you can find your voice and gain the confidence to become a leader, build a movement of people whose lives you can change, and make this calling a career.

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Book SynopsisJoe Girard was an example of a young man with perseverance and determination. Joe began his working career as a shoeshine boy. He moved on to be a newsboy for the Detroit Free Press at nine years old, then a dishwasher, a delivery boy, stove assembler, and home building contractor. He was thrown out of high school, fired from more than forty jobs, and lasted only ninety-seven days in the U.S. Army. Some said that Joe was doomed for failure. He proved them wrong. When Joe started his job as a salesman with a Chevrolet agency in Eastpointe, Michigan, he finally found his niche. Before leaving Chevrolet, Joe sold enough cars to put him in the Guinness Book of World Records as ''the world''s greatest salesman'' for twelve consecutive years. Here, he shares his winning techniques in this step-by-step book, including how to: o Read a customer like a book and keep that customer for life o Convince people reluctant to buy by selling them the right way o Develop priceless information from a two-minute phone call o Make word-of-mouth your most successful tool Informative, entertaining, and inspiring, HOW TO SELL ANYTHING TO ANYBODY is a timeless classic and an indispensable tool for anyone new to the sales market.Trade Review"Joe Girard is the number-one positive thinker, and can help you. I know, for he helped me." -- Dr. Norman Vincent Peale, author of The Power of Positive Thinking"Joe Girard is the Michelangelo and Tiger Woods of sales." -- Harry Beckwith, author of Selling the Invisible"The world's greatest salesperson offers the world's greatest selling techniques." -- Chip R. Bell, coauthor of Beep! Beep! Competing in the Age of the Road Runner"World's Greatest Salesman" -- The Guinness Book Of World Records

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Book SynopsisNew York Times best-selling author Donald Miller uses the seven universal elements of powerful stories to teach listeners how to dramatically improve how they connect with customers and grow their businesses.

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Book SynopsisAnnouncing an update of one of the best marketing books of all time. Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.Table of ContentsChapter 1. The Tyranny of Choice 1 Chapter 2. The Creeping Commoditization of Categories 11 Chapter 3. Whatever Happened to the Unique Selling Proposition? 19 Chapter 4. Reinventing the Unique Selling Proposition 27 Chapter 5. Quality and Customer Orientation Are Rarely Differentiating Ideas 35 Chapter 6. Creativity Is Not a Differentiating Idea 45 Chapter 7. Price Is Rarely a Differentiating Idea 55 Chapter 8. Breadth of Line is a Difficult Way to Differentiate 67 Chapter 9. The Steps to Differentiation 75 Chapter 10. Differentiation Takes Place in the Mind 83 Chapter 11. Being First is a Differentiating Idea 93 Chapter 12. Attribute Ownership is a Way to Differentiate 103 Chapter 13. Leadership is a Way to Differentiate 117 Chapter 14. Heritage is a Differentiating Idea 125 Chapter 15. Market Specialty is a Differentiating Idea 137 Chapter 16. Preference is a Differentiating Idea 145 Chapter 17. How A Product is Made can be a Differentiating Idea 155 Chapter 18. Being the Latest can be a Differentiating Idea 165 Chapter 19. Hotness is a Way to Differentiate 175 Chapter 20. Growth Can Destroy Differentiation 181 Chapter 21. Differentiation Often Requires Sacrifice 191 Chapter 22. Being Different In Different Places 199 Chapter 23. Maintaining Your Difference 207 Chapter 24. Differentiation in the New World of Buzz 217 Chapter 25. You Can Differentiate Anything 225 Chapter 26. Who is in Charge of Differentiation? 235 Epilogue 243 Notes 245 Index 251

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Book SynopsisAbout our authors Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. But Professor Armstrong's first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, AssTable of ContentsPART 1: DEFINING MARKETING AND THE MARKETING PROCESS Marketing: Creating Customer Value and Engagement Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Understanding Consumer and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Product, Services, and Brands: Building Customer Value Developing New Products and Managing the Product Life Cycle Pricing: Understanding and Capturing Customer Value Marketing Channels: Delivering Customer Value Retailing and Wholesaling Engaging Customers and Communicating Customer Value: Advertising and Public Relations Personal Selling and Sales Promotion Digital Marketing PART 4: EXTENDING MARKETING The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics APPENDICES Company Cases Marketing Plan Marketing by the Numbers Careers in Marketing

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Book SynopsisRaja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today’s unprecedented disruption.As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution.Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination.As Chief Marketing Officer of Mastercard, one of the world’s most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful.In Quantum Marketing, readers will:Understand the Trade Review'For any marketer or business leader, Raja does a great job at preparing us for the future of marketing. A must-read for anyone who wants to be a contemporary leader.' * Pedro Earp, CMO, Anheuser-Busch InBev *'Quantum Marketing brilliantly describes the tremendous challenges facing future CMOs and how to fundamentally rethink marketing principles and frameworks. A must-read for marketers and business leaders who want to drive growth and thrive in the future.' * Ravi Dhar, Professor of Marketing, Yale School of Management *'Quantum Marketing is a book full of optimism and hope, with practical examples of how to integrate critical elements of brand building with the data and analytic rigor necessary to drive business growth.' * Leanne Cutts, Group CMO, HSBC *'Raja connects the dots for today's quantum marketers looking to unlock brand impact and outcomes in the fifth paradigm because, simply put, what got you here won't get you there.' * Wendy Clark, Global CEO, Dentsu International *'Raja not only presents the critical facets of marketing in the most elegant, eloquent, and clarifying language, but he also helps the reader to truly understand how to harness the powerful force of marketing and its impact for brands and society.' * Bob Liodice, CEO, ANA *'Raja offers not only a fascinating view into the fifth paradigm of marketing, but also how to play deftly in it and win. This is an outstanding book and it will prove to be a landmark in the world of marketing!' * Ashok Vaswani, CEO, Consumer Banking & Payments, Barclays *'Raja offers a very different, fresh, and audacious look into the future of marketing. This must-read book makes you realize that it is indeed time to reset the button and take the quantum leap forward.' * Stephan Loerke, CEO, WFA *'Raja provides a clear roadmap for marketers to leapfrog into the future. He peels back the hype and gives pragmatic guidance. An excellent read!' * Zena Arnold Srivatsa, Chief Digital and Marketing Officer, Kimberley Clark *'Raja thoughtfully took a hard and objective look at our industry and our work, and he did so with honesty and macro self-awareness. He effectively brings marketing of the past into the future.' * Leslie Berland, CMO, Twitter *'Raja offers an innovative view of the new Quantum Marketer mindset, which is both daunting and exhilarating. A must-read for anyone willing to compete for and succeed in a top marketing job today.' * Greg Welch, Senior Partner, Spencer Stuart *

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Book SynopsisBarely one in a hundred business people knows these facts about creating powerful advertising. Do You?FACT! Sixty percent of people read only headlines. Your headline must stop them or your advertising will likely fail. FACT! Captions under photos get 200 percent greater readership than non-headline copy. FACT! Ads with sale prices draw 20 percent more attention. FACT! Half-page ads pull about 70 percent of full-page ads; quarter-page ads pull about 50 percent of full-page ads. FACT! Four-colour ads are up to 45 percent more effective than black and white. FACT! New York''s biggest ad agencies use dozens of these little-known secrets every day to influence people to buy. And now - thanks to CASHVERTISING - you can, too.And it won''t matter one bit whether you''re a corporate giant or an independent trader. These techniques are based on human psychology. They work no matter where you''re located, no matter what kind of product or service you sell and no matter where you advertise. In fact, most don''t cost a penny to use. No matter what you sell - or how you sell it, this practical, fast-paced book will teach you: How to create powerful ads, brochures, sales letters, Websites, and more; How to make people believe what you say; "Sneaky" ways to persuade people to respond; Effective tricks for writing "magnetic" headlines; What mistakes to avoid...at all costs!; What you should always/never do in your ads; Expert formulas, guidance, tips and strategies.

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Book SynopsisAllan Pease reveals groundbreaking techniques in Network Marketing to help you achieve unprecedented success. Learn simple skills and strategies to elevate your networking business and income. This book transforms your approach to negotiation and persuasion, offering valuable insights for all readers.

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Book SynopsisHow Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.Table of Contents1. How Brands Grow2. Target the (Whole) Market3. Where New Customers Come From4. Building Mental Availability5. Leveraging Distinctive Assets6. Achieving Reach7. Word-of-mouth Facts Worth Talking About8. Building Physical Availability Part 19. Building Physical Availability Part 210. New Brands and Acquiring New Buyers11. Getting Down to Business-to-Business Markets12. And Finally, a Bit of Luxury

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Book SynopsisBoost sales results by zeroing in on the metrics that matter mostâœSales may be an art, but sales management is a science. Cracking the Sales Management Code reveals that science and gives practical steps to identify the metrics you must measure to manage toward success.ââArthur Dorfman, National Vice President, SAPâœCracking the Sales Management Code is a must-read for anyone who wants to bring his or her sales management team into the 21st century.ââMike Nathe, Senior Vice President, Essilor Laboratories of AmericaâœThe authors correctly assert that the proliferation of management reporting has created a false sense of control for sales executives. Real control is derived from clear direction to the fieldâand this book tells how do to that in an easy-to-understand, actionable manner.ââMichael R. Jenkins, Signature Client Vice President, AT&T Global Enterprise Solutions âœThere are things that can be managedTable of ContentsPART 1 Metrics, Metrics EverywhereCHAPTER 1 CRM, Reporting, and a False Sense of ControlThe War RoomGot Control?The Source of the ProblemHow Sales Has Trailed Its PeersPART 2 The Sales Management Code . . . Cracked!CHAPTER 2 What Can We Really Manage?Great Sellers Evolve into Great Managers . . . Maybe?It’s the Sales Manager, StupidCan You Manage a Number?Our Journey BeginsThe QuestionActivities, Results, and the Stuff In-BetweenThe Code Begins to CrackCHAPTER 3 Business Results—the Company’s HealthBack to the War RoomDoing WellThe Problem with “Managing by Results”CHAPTER 4 Sales Objectives—the Sales Force’s MandatesSmile . . . For a WhileBehold, the Sales ObjectiveStuff for Sales Management to Worry AboutThe Sales Force as Ground CoverThe “Capable” Sales ForceAcquire, Retain, Grow, RepeatSell Something . . . but Not Just AnythingThe Sales Force: Revenue Machine or Strategic Weapon?CHAPTER 5 Sales Activities—the Drivers of Sales PerformanceThe Missing Metrics on the WallSales Processes, You Say?The Building Blocks of ControlFact: Better Processes = Better Sales PerformancePART 3 Using the Code to Manage Your Sales ForceCHAPTER 6 Building the Foundation for ControlThe Building BlocksWhich Sales Process Is Best for Our Company?Rightsizing Your Sales ProcessOff the Shelf or Off the Mark?Does That Also Come in Gray?CHAPTER 7 Selecting and Collecting Your MetricsIf Sales Management Were a SnapChoosing Activity, Objective, and Result MetricsBringing Back the SmilesThe Shape of Things to ComeLearning to Let GoSpeaking of Reports . . .CHAPTER 8 Managing with Processes and NumbersNow It’s Time to ManageManaging Call ManagersManaging Opportunity ManagersManaging Account ManagersManaging Territory ManagersAnd Sales Force EnablementWhich Process for Which Objective?The Treasure MapAn Advanced Degree: Selecting A-O-Rs for the Individual SellerCHAPTER 9 Mission AccomplishedIn ReflectionThe Ultimate Status CheckAnd Finally . . .Appendix: Troubleshooting GuideIndex

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Book SynopsisSimon Kingsnorth is a digital marketing expert with over 20 years' industry experience. Based in Reading, UK, he was formerly the Global Head of Digital Marketing at Citi Bank and has provided consultancy services to leading brands such as Vodafone, Asda and Lloyds TSB. A regular conference keynote speaker and contributor to industry publications, he is the author of The Digital Marketing Handbook, also published by Kogan Page.Trade Review"This new edition of Simon Kingsnorth's book keeps pace with the latest developments in digital marketing, which continues to make it a key source of information for digital marketing students during their studies and beyond." * Dr Emma Louise Slade, Lecturer in Marketing, University of Bristol *"It is very rare to find such applicable, accurate and up to date advice in a single resource, which is exactly what Digital Marketing Strategy offers. Simon's in-depth understanding of such a broad range of digital marketing channels and topics makes this book undoubtedly an essential read for both budding and experienced digital marketing professionals alike." * Carl Hewitt, CEO and Co-Founder, Hewitt Matthews *"One of the issues with marketing and marketing books today is pre-pandemic thinking. With this third edition of Digital Marketing Strategy, Simon has really taken the time to bring the book up-to-date with modern case studies and chapters. This really is a marketing book for the post-pandemic world." * Tim Hughes, Co-Founder and CEO, Digital Leadership Associates *"Impressive depth and rigor, with excellent insights and practical tips. A must-have resource for every marketer and business leader. This is a book you will keep coming back to over and over again." * Arek Dvornechuck, Branding Expert, Ebaqdesign *"This is everything that you need and want to know about digital marketing. Simon Kingsnorth expertly combines the logic and magic of the discipline and brings it together in an engaging and comprehensive way. A master class wrapped up in a book that you should read and use to develop your marketing strategy and grow as a marketer." * Suki Thompson, Founder, Let’s Reset *"I have used and recommended Digital Marketing Strategy for a number of years to digital marketing students. This latest edition has made sure that it has kept up to date and is supported by some detailed case studies. The publication continues to be a valuable resource for both students and practitioners." * Bradley Lansdale, Lecturer and CIM Examiner *Table of Contents Chapter - 00: Introduction - How will this book transform your digital marketing strategy?; Chapter - 01: The foundations of digital marketing; Section - ONE: Knowing your business objectives and your customer; Chapter - 02: Understanding the digital ecosystem; Chapter - 03: Integrating digital into wider organization strategy; Chapter - 04: Understanding the evolving digital consumer; Chapter - 05: Barriers, considerations and data protection in digital marketing strategy; Section - TWO: Integrating digital change into your wider organization; Chapter - 06: Enabling technologies for online marketing and digital transformation; Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting; Section - THREE: Using channel strategy to reach your customers; Chapter - 08: SEO strategy and organic techniques; Chapter - 09: Building and optimizing a winning paid search strategy; Chapter - 10: Display advertising and programmatic targeting; Chapter - 11: Tailoring your social media strategy; Chapter - 12: Marketing automation, messaging and email marketing – the unsung heroes; Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads; Chapter - 14: Lead generation that delivers results; Chapter - 15: Content strategy – a key pillar of success; Chapter - 16: Personalizing the customer journey and digital experience; Section - FOUR: Conversion, retention and measurement; Chapter - 17: Effective Experience Design (XD); Chapter - 18: Optimizing your e-commerce platform; Chapter - 19: Managing loyalty, CRM and data; Chapter - 20: Measuring success through data analytics and reporting; Section - FIVE: Tailoring your final digital marketing strategy; Chapter - 21: Providing a smooth online service and customer experience; Chapter - 22: Putting together your digital marketing strategy

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Book SynopsisPhilip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals. Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.Table of ContentsPreface About the authors Acknowledgements Part 1: Defining Marketing and the Marketing Process Marketing: creating customer value and engagement Company and marketing strategy: partnering to build customer engagement, value and relationships Part 2: Understanding the marketplace and consumers Analysing the marketing environment Managing marketing information to gain customer insights Consumer markets and buyer behaviour Business markets and business buyer behaviour Part 3: Designing a customer value-driven strategy and mix Customer-driven marketing strategy: creating value for target customers Products, services and brands: building customer value Developing new products and managing the product life cycle Pricing: understanding and capturing customer value Pricing strategies: additional considerations Marketing channels: delivering customer value Retailing and wholesaling Engaging consumers and communicating customer value: integrated marketing communications strategy Advertising and public relations Personal selling and sales promotion Direct, online, social media and mobile marketing Part 4: Extending Marketing Creating competitive advantage The global marketplace Social responsibility and ethics Appendix 1: Marketing plan Appendix 2: Marketing by numbers Glossary Index

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Book SynopsisAbout Our Authors As a team, Philip Kotler, Gary Armstrong and Sridhar Balasubramanian provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authors in marketing. Professors Armstrong and Balasubramanian are award-winning teachers and researchers. Together, they make the complex world of marketing practical, approachable, and enjoyable. Philip Kotler is a Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D at M.I.T., both in Economics. He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled and lectured extensively throughout Europe, Asia,Table of ContentsPART 1: Defining Marketing and the Marketing Process Marketing: Creating Customer Value and Engagement Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: Understanding the Marketplace and Consumer Value Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets and Buyer Behavior Business Markets and Business Buyer Behavior PART 3: Designing a Customer Value-Driven Strategy and Mix Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Products, Services, and Brands: Building Customer Value Developing New Products and Managing the Product Life Cycle Pricing: Understanding and Capturing Customer Value Pricing Strategies: Additional Considerations Marketing Channels: Delivering Customer Value Retailing and Wholesaling Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy Advertising and Public Relations Personal Selling and Sales Promotion Digital Marketing PART 4: Extending Marketing Creating Competitive Advantage The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics Appendices Marketing Plan Marketing by the Numbers Careers In Marketing

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Book SynopsisWine has been considered a luxury product since the time of the ancient Egyptians, and today is coveted by collectors and wine enthusiasts from around the world. Yet little has been written about the world of luxury wine marketing, explaining how a wine brand can enter that special realm. This book helps to demystify the process by describing how to craft, implement, and maintain a luxury wine brand. Beginning with a definition and history of luxury wine, the authors then explain the unique business model and consumer segments for luxury wine, before outlining industry best practice in the building of luxury wine brands. Each chapter is supplemented with a vignette of a successful luxury brand producer, and provides beneficial advice on the long-term vision and passion that is necessary to create a successful luxury wine marketing strategy. This book also contains original research conducted by the authors on the size of the luxury wine market and analysis of its segmentation by region, allowing for new and unique insight into the world’s top wine regions. Written as both a practitioner’s guide and as a wine business textbook, Luxury Wine Marketing is a cornerstone reference resource for the business of wine.Trade Review“A thorough and enjoyable examination of the past, present and future of the global luxury wine business – a somewhat elusive, yet highly sought-after sector, particularly in Asia. With extensive focus on practical approaches and real-life case studies, it is a must-read for those focused on developing successful strategies to compete in the luxury wine space.” - Debra Meiburg MW, Founding Director, Meiburg Wine Media, Hong Kong“A meticulously crafted analysis of luxury wine marketing. This book needs to be on every wine executive’s desk.” - Glyn Atwal, Associate Professor, Burgundy School of Business, France and co-author of Luxury Brands in China and India.“The wine market has usually been divided into beverage/commercial wine and premium. Although luxury wine exists, there has never been a reference to analyse and understand the luxury wine market, from history to management to marketing, and even to manage imitations and counterfeits. Peter Yeung and Liz Thach have now provided an outstanding book that covers all the issues and guidelines in developing and managing a luxury wine brand. Highly recommended for wine industry professionals, wineries, and students of wine business.” - Dr Larry Lockshin, Professor of Wine Marketing, University of South Australia“An insightful look into marketing wine that goes beyond Marketing 101. Liz and Peter have brought their unique perspectives and knowledge to share with others in the wine business. For marketers and executives this is an indispensable reference.” - Heidi Barrett, Winemaker, La Sirena/Barrett & Barrett, Napa Valley, California“Yeung and Thach tackle an interesting and often misunderstood subject with diligence and care, offering a framework that is sure to stimulate understanding and progress.” - Jean-Michel Valette MW, Chairman, Vinfolio, USA“To be successful in any luxury business, it is important to understand the specialized type of marketing that is necessary to engage with luxury consumers. This book provides an excellent overview of how to accomplish this successfully in the world of global luxury wine.” - Tom Bonomi, Kistler Vineyards, Sonoma County, California

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Book SynopsisLearn the art of persuasion from a master salesman and discover how to change a "no thanks" to "yes, please!"Includes up-to-date business models and success stories.

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Book SynopsisLearn the secrets of successful movie storytelling for your business.For years, experts have emphasized the need for brands to become better storytellers, yet practical guidance has been scarce - until now.Using the successful storytelling formulas that movies use to hook audiences, this innovative workbook helps any business create emotionally powerful stories that can produce blockbuster results.Often, businesses fail to connect with their customers because they rely too heavily on rationality and corporate clichés. This roadmap guides business leaders away from telling the story they want to tell and towards the story their audience wants to hear.Create a new Enemy & Superpower, Quest, Controlling Idea, Synopsis, Backstory, Logline, and much more.  Start capturing the attention of your audience - and their wallets.Ideal for any business or individual aiming to attract attention, investors, and customers, Creating a Blockbuster Brand reveals the essentials of winning hearts and minds. Discover how to engage your audience effectively with the transformative power of storytelling.

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Book SynopsisHow to Keep the Dream Alive!Network marketing is one of the fastest-growing career opportunities in the United States. Millions of people just like you have abandoned dead-end jobs for the chance to achieve the dream of growing their own businesses. What many of them find, however, is that the first year in network marketing is often the most challenging—and, for some, the most discouraging. Here, Mark Yarnell and Rene Reid Yarnell, two of the industry''s most respected and successful professionals, offer you strategies on how to overcome those first-year obstacles and position yourself for lifelong success. The Yarnells provide you with a wealth of savvy advice on everything you need to know to succeed in network marketing, such as proven systems for recruiting, training, growing and supporting your downline, and much more. In an easy, step-by-step approach, you will learn how to: ·Deal with rejection ·Recruit and train ·Avoid overmanaging your downline ·Remain focused ·Stay enthusiastic ·Avoid unrealistic expectations ·Conduct those in-home meetings ·Ease out of another professionYou owe it to yourself to read this inspiring book! 'This will be the Bible of Network Marketing.'— Doug Wead, former special assistant to the president, the Bush Administration

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Book SynopsisSuccessful businesses recognize that the development of strong customer relationships through quality service (and services) as well as implementing service strategies for competitive advantage are key to their success.In its fourth European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive Gaps model at the center of this approach. The new edition draws on the most recent research, and using up-to-date and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today.New and updated material in this new edition includes:• New content related to human resource strategies, including coverage of the role of robots and chatbots for delivering customer-focused services.• New coverage on listening to customers through research, big data, netnography and monitoring user-generated content.• Increased technology, social media and digital coverage throughout the text, including the delivery of services using mobile and digital platforms, as well as through the Internet of Things.• Brand new examples and case studies added from global and innovative companies including Turkish Airlines, Volvo, EasyJet and McDonalds.Available with McGraw-Hill’s Connect®, the well-established online learning platform, which features our award-winning adaptive reading experience as well as resources to help faculty and institutions improve student outcomes and course delivery efficiency.Table of ContentsPART 1: Foundations for services marketing1: Introduction to services2: Consumer behaviour in services3: Customer expectations of service4: Customer perceptions of service5: The gaps model of service qualityPART 2: Understanding customer requirements6: Listening to customers7: Building customer relationshipsPART 3: Aligning service design and standards8: Service innovation and design9: Customer-defined service standards10: The physical and virtual servicescapePART 4: Delivering and performing service11: Employees' roles in service delivery12: Customers' roles in service delivery13: Delivering service through electronic channels and intermediaries14: Managing demand and capacity15: Service recoveryPART 5: Managing service promises16: Managing external and internal communications17: Pricing of servicesPART 6: Service and the bottom line18: The financial impact of service quality

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Book SynopsisDitch the failed sales tactics, fill your pipeline, and crush your number Fanatical Prospecting gives salespeople, sales leaders, entrepreneurs, and executives a practical, eye-opening guide that clearly explains the why and how behind the most important activity in sales and business development prospecting.Trade ReviewIn Fanatical Prospecting, you ll learn exactly what you need to do right now to open more sales conversations, fill your pipeline, and put a lot more money in your pocket. Jeb s honest, real world approach is a refreshing and much needed wake-up call for today s salespeople and sales leaders. Jill Konrath - Bestselling author of Agile Selling, Selling to Big Companies and SNAP Selling Empty pipelines haunt salespeople and sales organizations. Jeb Blount delivers a powerful formula for fixing activity problems and accelerating sales performance. Fanatical Prospecting is a masterpiece. Anthony Iannarino, author of 17 Elements & The Sales Blog "Jeb Blount turns the most despised activity in sales PROSPECTING - upside down. He nails it with his insights, humor, and expertise, making this a book every salesperson, entrepreneur, and executive must read. Get ready to come away with more strategies and ideas and you ve ever found in one place. -- Mark Hunter The Sales Hunter author of High-Profit Selling: Win the Sale Without Compromising on Price The techniques Jeb teaches in Fanatical Prospecting work. If you want your sales team to get better fast, then buy this book for every sales rep in your organization now. - Don Mikes, Senior Vice President, Penske I have read literally hundreds of sales books and Fanatical Prospecting is among the very best. If you want to understand exactly what it takes to be successful in sales this is the book for you. John Spence, author of Awesomely Simple and one of the top 100 business thought leaders in the world. Prospecting is the core, the foundation, the heart of every successful sales effort. In Fanatical Prospecting Jeb Blount, one of the most successful sales leaders of this decade, provides answers for every aspect of successful prospecting. Blount explains core principles of prospecting in a story-telling style that begs you to write in the margins and put your own action plan into place. - Miles Austin, FillTheFunnel.comTable of ContentsForeword Mike Weinberg xi Special Note Free Prospecting Resources xv Chapter 1 The Case for Prospecting 1 Chapter 2 Seven Mindsets of Fanatical Prospectors 9 Chapter 3 To Cold Call or Not to Cold Call? 13 Chapter 4 Adopt a Balanced Prospecting Methodology 20 Chapter 5 The More You Prospect, the Luckier You Get 25 Chapter 6 Know Your Numbers: Managing Your Ratios 36 Chapter 7 The Three Ps That are Holding You Back 41 Chapter 8 Time: The Great Equalizer of Sales 49 Chapter 9 The Four Objectives of Prospecting 71 Chapter 10 Leveraging the Prospecting Pyramid 84 Chapter 11 Own Your Database: Why the CRM is Your Most Important Sales Tool 92 Chapter 12 The Law of Familiarity 96 Chapter 13 Social Selling 105 Chapter 14 Message Matters 132 Chapter 15 Telephone Prospecting Excellence 154 Chapter 16 Turning Around RBOs: Reflex Responses, Brush-Offs, and Objections 178 Chapter 17 The Secret Lives of Gatekeepers 193 Chapter 18 In-Person Prospecting 201 Chapter 19 E-Mail Prospecting 214 Chapter 20 Text Messaging 235 Chapter 21 Developing Mental Toughness 245 Chapter 22 Eleven Words That Changed My Life 264 Chapter 23 The Only Question That Really Matters 266 Notes 271 Acknowledgments 275 About the Author 278 Index 281

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Book SynopsisGrowth is now the first thing that investors look for in assessing and valuing companies. HACKING GROWTH is a method for growth that involves cross-functional teams and continuous testing and iteration. It focuses on customers - how to attain them, retain them, engage them, and monetize them - rather than product. This book deals with this topic.Trade ReviewIn an increasingly erratic business landscape, where new competition can emerge overnight, customers’ loyalties can shift unexpectedly, and markets are constantly being disrupted, finding growth solutions fast is crucial for survival. Hacking Growth provides a compelling answer to this urgent need for speed, offering companies a methodology for finding and optimizing new strategies to increase their market share and quickly. -- Eric Ries, bestselling author of THE LEAN STARTUPIt used to be that designers and engineers were responsible for developing new products, data teams were responsible for number-crunching reports, and marketers were responsible for acquiring and monetizing as many customers as possible. But today’s companies can’t afford to be slowed down by organizational silos. Here, growth hacking pioneers Ellis and Brown show how to break down those traditional barriers and marry powerful data analysis, technical know-how, and marketing savvy to quickly devise and test ways to fuel breakout growth. * Nir Eyal, bestselling author of HOOKED *Ellis and Brown have accomplished what we’ve been talking about for twelve years, which is to compile and organize an accurate view into the inner workings of an emerging discipline. Their wisdom plus the anecdotes and stories have rarely been discussed outside a small circle of people, and they give real insight into how digital-growth hacking is done at the highest levels. As all companies become digital, this is a must-read for anyone in business. * James Currier, managing partner, NFX Guild *There is nothing more important for any business than attracting users and customers to your products. The tools to do this in today’s online-driven world are very different from the past. Hacking Growth will teach you how to think like a marketer of tomorrow. You will learn to do deep data analysis, and how to think about developing features into your products that drive growth directly. * Josh Elman, partner, Greylock Partners *Marketers realize that marketing as we’ve known it will be replaced by growth hacking. So what is it, how do you do it, and why do you need to? Morgan Brown and Sean Ellis help you ask and answer those questions in this brilliant book, made for those new to the art and science on how to hack growth. * Geoffrey Colon, Communications Designer at Microsoft and Author of Disruptive Marketing *

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Book SynopsisYou are a great designer, but no one knows you. Now what?By directly confronting the burning question ‘How do you win work?’, this book addresses the key purpose of architects investing time and effort in public relations and marketing.Written by one of the most influential and perceptive voices in business development, Jan Knikker, Partner for Strategy and Development at MVRDV, the narrative simultaneously informs and excites, making marketing accessible and compelling for all architects regardless of sector and practice size.Knikker draws on over 20 years’ experience at the forefront of global practice at MVRDV and OMA, shaping their public images and business strategies. Bridging the distance between architects and marketing, he provides practical tips and best practice guidance, ranging from strategic business plans to the nuts and bolts of writing press releases and fee proposals.Successful PR has to be more than skin deep. It needs to rest on strong and stable foundations. Knikker emphasises the importance of nurturing a creative and innovative practice culture, which also invests in core values, such as being a good employer and professional ethics.The result of extensive research, Knikker draws on fresh insights and approaches from a wide range of architects in the UK and internationally:• David Miller Architects• Coffey Architects• Studio MUTT• MgMaStudio• Feilden Fowles• Powerhouse Company• Shedkm.Table of ContentsForeword About the Author 1 How we are supposed to work for free 2 We can do better 3 To specialise or not to specialise 4 Marketing: a dirty word 5 Mission and vision 6 Branding and company culture PUBLIC RELATIONS 7 “If I was down to my last dollar, I would spend it on PR” 7.1 Writing a marketing strategy 8 The office is your business card 9 Your website: your online shop window 10 Your work amidst a changing media landscape 10.1 Print 10.2 Online media 10.3 Social media 10.4 TV and Youtube 10.5 Vlogs and podcasts 10.6 Crisis communication and the outreach that might prevent it 10.7 Others 11 Lectures 12 Receiving or organising awards 13 Your product in the picture 13.1 The drawing 13.2 The render 13.3 Collages and hand-drawings 13.4 Talking to clients: the project text and press release 13.5 The model 14 The built project 15 The project book 16 Exhibitions 17 Prioritising BUSINESS DEVELOPMENT 18 Business development, the direct way to win new work 19 Client relationships 20 Who are you as a person, and how do you approach selling? 21 Just do it 22 Going abroad 23 Fairs 24 How to calculate a fee 25 Contracts: managing risks and keeping promises 26 It’s not easy being green 27 The pitch 28 Broadening your portfolio 29 Planning 30 Collaborations 31 Learning from others 32 Styles 33 Ethics for architects 34 Suing your client 35 Spam and fraud 36 Crisis CASE STUDIES 1 shedkm 2 MgMaStudio 3 Studio MUTT 4 Coffey Architects 5 David Millar Architects 6 Feilden Fowles 7 Turner Works 8 From 0 to 100 staff in 15 years Acknowledgements Image credits Index

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Book SynopsisGenerational thinking is not a science, but a reliable framework for successful marketing, communications, and product strategy. This book describes how marketing is evolving for the demographic group Generation Y, born between 2010 - the year when the iPad and Instagram were launched - and 2025. This book examines the impact of technology and digitisation on the brains and development of this generation, the world's future consumers. With examples and insight, it shows how young entrepreneurs and influencers use new media to promote their interests and associated brand preferences to their peers and to the world.

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Book SynopsisBrand the Change unpacks the brand building process in practical steps. Whether you are building an innovative new product, creating a service for good, spreading a new idea, or positioning yourself as a leader in your field, thinking like a brand strategist will help you to create a clear, compelling offer, develop unique brand experiences and ultimately attract and convert the right audiences. The book offers the tools and exercises to build your own brand and offers a rich array of tips from trademarking to digital marketing, and inspires with case studies of successful change-making brands. The content has been developed based on years of experience in building brands, conversations with dozens of changemakers, understanding their branding challenges and required knowlege and skills, and extensive content testing with hundreds of workshop participants. It contains 23 tools and exercises, 14 case studies from change-making organisations across the world and 7 guest essays from experts.Trade Review'Brand the Change is the rarest of branding books that shows founders both how to think about branding as well as how to execute the process from A-Z. I found it inspiring and actionable.' - Laura Talsma, entrepreneur 'We want people to be changemakers not just change thinkers. This method helps Amani Fellows to effectively sell the change they want to see in the world.' - Roshan Paul, president of the Amani Institute 'One-of-a-kind, fresh and zealous approach to branding that will soon become a mindset for a fairer world.' - Raquel Sztejnberg, Brand Strategist' This book is first choice to get any branding project started at lightning speed.' - Romas Stukenberg, Design Strategist 'Our participants blossomed before our eyes within hours of working with the Brand Thinking Canvas. It was a truly inspiring moment.' - Princess Reema Bint Bandar Al Saud "The visually strong book is a logical addition to the eponymous toolkit by author Anne Miltenburg. A practical, fresh and scannable book that fits conceptually with the subject." - Customertalk.nl "The result is an inspiring and very readable book full of practical information and illustrations." - Dude magazine "A practical and inspiring book that helps people with great initiatives and ideas to launch their world-changing plans with the right marketing technique." - Fonk.nl

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Book SynopsisIn this, the second of Geoff Moore''s classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author''s note.Once a product crosses the chasm it is faced with the tornado, a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.

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Book SynopsisLook out for Daniel Pink’s new book, When: The Scientific Secrets of Perfect Timing#1 New York Times Business Bestseller #1 Wall Street Journal Business Bestseller #1 Washington Post bestsellerFrom the bestselling author of Drive and A Whole New Mind, and teacher of the popular MasterClass on Sales and Persuasion, comes a surprising--and surprisingly useful--new book that explores the power of selling in our lives. According to the U.S. Bureau of Labor Statistics, one in nine Americans works in sales. Every day more than fifteen million people earn their keep by persuading someone else to make a purchase. But dig deeper and a startling truth emerges: Yes, one in nine Americans works in sales. But so do the other eight. Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now. To Sell Is Human offers a fresh look at the art and science of selling. As he did in Drive and A Whole New Mind, Daniel H. Pink draws on a rich trove of social science for his counterintuitive insights. He reveals the new ABCs of moving others (it''s no longer "Always Be Closing"), explains why extraverts don''t make the best salespeople, and shows how giving people an "off-ramp" for their actions can matter more than actually changing their minds. Along the way, Pink describes the six successors to the elevator pitch, the three rules for understanding another''s perspective, the five frames that can make your message clearer and more persuasive, and much more. The result is a perceptive and practical book--one that will change how you see the world and transform what you do at work, at school, and at home.

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Book SynopsisCreative Content Kit is a four-step process for creating content strategy, inspired by 'The System of Publishing' theory (Bhaskar, 2013). Each stage contains a set of cards with methods, content types, platforms and tools.The deck of 65 cards is made for content professionals and non-specialist to ideate, test and solve content problems. It provides a helpful visual structure to ease communication in planning alone, with your team and clients.The first stage, Model, consists of cards with methods and tools that help you define the reason why your content needs to exist. You will start with the cards about Audience and progress to work with the cards about Product, Brand or Business.The second stage presents Content types that you can choose to include in your editorial approach. With the information you gather from the previous stage, you will think about what types of content you need to address your audience, aligned with your product/service, brand or business. There are no rules to pick one type or the other, but as you go through the cards, you will know which is a priority for you.Platforms are the channels and frames that will represent and distribute your content. They represent how and where your audience will experience it: videos on Facebook, photos on Instagram, short texts on Twitter, etc. At this stage, you will check your editorial ideas and goals to define which platform best suits it.Finally, you want to ensure your strategy will Reach your audience, to make sure content is not lost or ignored. You can then make use of practical tools, tips and tactics regarding exposure to capture their attention.HOW TOThe cards have numbers, a title, a subtitle - guiding you to make your choices - and body text that will indicate what you can start doing with call-to-action bullet points.Start by thinking about your content problem, the number of people involved, and overall investment. The four steps will serve as a guide, and you will organise and choose the cards according to your needs.There is no limit for the use of cards although it will have an impact on the time you will spend at each stage.

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Book SynopsisHave you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today’s world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answer these pressing questions. This leading textbook is packed with contemporary examples and case studies that highlight the real-world applications of marketing concepts. Discover: • The growing importance of social marketing• How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels• The role of brand communities, peer-to-peer marketing and social influencers• Both a Managerial and Consumer approach to marketingKey features: • Marketing Spotlights highlight the marketing innovations of brands such as Zoom, Rent the Runway, John Lewis and Patagonia.• Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Denmark, The Netherlands and internationally. • Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices.• End of Chapter Case Studies covering Starbucks, Patek Philipe, Spotify and Depop provides students with an in-depth analysis of companies’ marketing strategies. Each case study has dedicated questions to encourage critical thinking. • Connect® resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions. John Fahy is Professor of Marketing at the University of Limerick, IrelandDavid Jobber is Professor of Marketing at the University of Bradford School of Management, UKTable of ContentsPart 1: The Market-Led Organization 1. The Nature of Marketing 2. Marketing Strategy & Planning3. Understanding Customer Behaviour 4. Marketing Research and Customer Insights5. Market Segmentation, Targeting and Positioning Part 2: Creating Customer Value 6. Value through Products and Brands 7. Value through Services, Relationships and Experiences 8. Value through Pricing Part 3: Delivering and Managing Customer Value 9. Distribution: Delivering Customer Value 10. Integrated Marketing Communications I: Offline Communications Techniques 11. Integrated Marketing Communications II: Online Communications Techniques Part 4: The Environmental Context of Marketing 12. The Marketing Environment

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Book SynopsisDr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America continuously since 51st Edition 1997, and in Who's Who in the World since 2000. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia's Best B-School Award. In an article by Wheatley and Wilson (1987 AMA Educators' Proceedings), Professor Malhotra was ranked number one in the country based on articles published in the Journal of Marketing Research (JMR) during 19801985. He holds the all-time record for the maximum number of publicatiTable of Contents PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION 3. Research Design 4. Exploratory Research Design: Secondary and Syndicated Data 5. Exploratory Research Design: Qualitative Research 6. Descriptive Research Design: Survey and Observation 7. Causal Research Design: Experimentation 8. Measurement and Scaling: Fundamentals and Comparative Scaling 9. Measurement and Scaling: Noncomparative Scaling Techniques 10. Questionnaire and Form Design 11. Sampling: Design and Procedures 12. Sampling: Final and Initial Sample Size Determination PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING 13. Fieldwork 14. Data Preparation 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 16. Analysis of Variance and Covariance 17. Correlation and Regression 18. Discriminant and Logit Analysis 19. Factor Analysis 20. Cluster Analysis 21. Multidimensional Scaling and Conjoint Analysis 22. Structural Equation Modeling and Path Analysis 23. Report Preparation and Presentation

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Book Synopsis* The overwhelming majority of professional firms price their services by the antiquated hourly billing method, a method with many flaws * This new book demonstrates there is a superior model to price for professional services, a business model change from "We sell time," to "We sell intellectual Capital.Table of ContentsForeword xvii Preface xxi About This Book xxiii About the Web Site xxiv About the Words Used in This Book xxv Acknowledgments xxvii About the Author xxxi PART I A RADICAL BUSINESS MODEL CHAPTER 1 The Firm of the Past 3 CHAPTER 2 The Firm of the Future 7 The Business Model of the Firm of the Future 8 Revenue Is Vanity—Profit Is Sanity 8 Businesses Have Prices, Not Hourly Rates 8 Why Intellectual Capital Is the Chief Source of Wealth 9 Negative Intellectual Capital 11 Why Effectiveness Trumps Efficiency 11 What, Exactly, Is Productivity? 12 There’s No Such Thing as Generic “Efficiency” 13 Where Do Profi ts Come From? 15 If Only I Knew Then What I Know Now 17 Summary and Conclusions 18 PART II FOUNDATIONS OF CREATING VALUE CHAPTER 3 Why Are We in Business? 21 The Economist’s Definition of Profit 21 The Marketing Concept and Total Quality Service 23 Summary and Conclusions 24 CHAPTER 4 A Tale of Two Theories 25 The Labor Theory of Value 26 Karl Marx, False Prophet 26 The Marginalist Revolution of 1871 28 Why Are Diamonds More Expensive Than Water? 29 Wrong Theory, Suboptimal Results 30 CHAPTER 5 Four Ps and Five Cs 31 The Five Cs of Value 34 You Are What You Charge 36 CHAPTER 6 What People Buy 37 The Dynamics of Customer Expectations 38 CHAPTER 7 How People Buy 41 Relative, Not Absolute, Price Matters 42 Price Psychology 43 Search, Experience, and Credence Attributes 44 Understanding Customer Risk 45 The Four Ways to Spend Money 47 CHAPTER 8 Your Firm’s Value Proposition 49 Moments of Truth 51 What Is Beyond Total Quality Service? 52 CHAPTER 9 The Consumer Surplus and Price Discrimination 55 Price Elasticity 56 Consumer Surplus 57 Price Discrimination 58 Requirements to Price Discriminate 59 CHAPTER 10 Macro Pricing Strategies 65 Skim Pricing 66 Penetration Pricing 66 Neutral Pricing 67 Two More Curves for Value 67 Implications of the Curve 71 CHAPTER 11 Price the Customer, Not the Service 73 Ten Factors of Price Sensitivity 73 CHAPTER 12 There Is No Such Thing as a Commodity 77 The Perils of Benchmarking 80 Purging the Commodity Word 80 CHAPTER 13 Baker’s Law: Bad Customers Drive Out Good Customers 83 Customer Grading Criteria 83 The Adaptive Capacity Model 87 Firing Customers 89 The Forced Churn 90 CHAPTER 14 Value Pricing and Self-Esteem 95 There Is No Standard Price for Intellectual Capital 98 CHAPTER 15 Ethics, Fairness, and Value Pricing 101 The Morality of Price Discrimination 106 Prospect Theory 108 Is Hourly Billing Ethical? 109 PART III THE GENESIS AND CONSEQUENCES OF HOURLY BILLING AND TIMESHEETS CHAPTER 16 A Brief History of Hourly Billing and Timesheets 113 The Father of the Billable Hour and Timesheet— in the Legal Profession 115 Summary and Conclusions 117 CHAPTER 17 The Deleterious Effects of Hourly Billing 119 The Advantages of Hourly Billing 119 What about the Customer? 123 The Disadvantages of Hourly Billing 124 Summary and Conclusions 138 PART IV WHAT REPLACES HOURLY BILLING AND TIMESHEETS CHAPTER 18 Why Carthage Must Be Destroyed 143 What, Exactly, Replaces Hourly Billing and Timesheets? 147 CHAPTER 19 Price-Led Costing Replaces Hourly Billing 149 Wisdom Is Timeless 151 Summary and Conclusions 153 CHAPTER 20 The Wrong Mistakes 155 The Almighty Hourly Rate 156 Making the Wrong Mistakes 157 CHAPTER 21 Who Is in Charge of Value? 163 The World’s First CVO 164 Leadership 167 Attitude 168 Commitment 168 Experimentation 169 Youth 170 Not Final Thoughts 170 CHAPTER 22 Measure What Matters to Customers 173 The McKinsey Maxim 174 Developing a Theory 175 Pantometry versus Theory 176 A Gedanken 177 CHAPTER 23 Firm-wide Key Predictive Indicators 181 KPIs for a Professional Knowledge Firm 181 KPIs Equal Customer Accountability 188 CHAPTER 24 Knowledge Worker Key Predictive Indicators 191 A Model for Knowledge Worker Effectiveness 192 Key Predictive Indicators for Knowledge Workers 196 CHAPTER 25 After Actions Reviews 205 We Know More Than We Can Tell 206 The Economics of Structural Capital 207 Knowledge Lessons from the U.S. Army 210 Summary and Conclusions 214 CHAPTER 26 O’Byrne & Kennedy: A Firm of the Future 215 PART V EIGHT STEPS TO IMPLEMENTING VALUE PRICING CHAPTER 27 The Eight Steps at a Glance 231 Three Different Kinds of Problems 232 Eight Steps to Implementing Value Pricing 233 CHAPTER 28 Step One: Conversation 235 The Conversation 236 Naïve Listening 236 Focus on Wants, Not Needs 238 Starting the Conversation 238 Conversations Lower Asymmetrical Information and Adverse Selection 240 Questions You Should Ask the Customer 241 Ordinal Value, Not Cardinal Value 243 Discussing Risk with the Customer 243 Summary and Conclusions 244 CHAPTER 29 Step Two: Pricing the Customer: Questions for the Value Council 245 Questions to Ask before Establishing a Price 246 Factors of Price Sensitivity 250 Pricing Questions 251 CHAPTER 30 Step Three: Developing and Pricing Options 257 The Psychology of Price 258 Seven Generic Customer Segmentation Strategies 259 Pricing Options 263 Pricing Complex Projects 264 FORD—A Model for Consulting 273 Dipping Your Toe in the Water 275 Formula for Calculating Reservation Price 276 Summary and Conclusions 278 CHAPTER 31 Step Four: Presenting Options to the Customer 281 Handling Price Objections 282 Summation: Presenting Your Price to the Customer 287 CHAPTER 32 Step Five: Customer Selection Codified into the Fixed Price Agreement 289 Date of the FPA 289 Professional Services 291 Unanticipated Services 295 Service and Price Guarantee 295 Payment Terms 296 Revisions to the FPA 296 Termination Clause 297 Other Issues Regarding the FPA 297 CHAPTER 33 Step Six: Proper Project Management 299 CHAPTER 34 Step Seven: Scope Creep and Change Orders 311 CHAPTER 35 Step Eight: Pricing After Action Reviews 317 PART VI INFLECTION POINT CHAPTER 36 No One Can Forbid Us the Future 321 Business Model Innovation 322 The Diffusion of Theories 325 Firm of the Future or Firm of the Past? 328 CHAPTER 37 Declaration of Independence 331 Bibliography 337 Index 351

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Book Synopsis  Garr Reynolds is the bestselling author of Presentation Zen, Presentation Zen Design, and The Naked Presenter, and a leading authority on presentation design and delivery. A sought-after speaker and consultant, his clients include many in the Fortune 500. An award-winning writer, designer, and musician, he is currently Professor of Management and Communication Design at Kansai Gaidai University in Japan. Garr is a former corporate trainer for Sumitomo Electric, Inc. and worked as the Manager for Worldwide User Group Relations at Apple, Inc. His popular website can be found at presentationzen.com. He lives with his family in the countryside of Nara, Japan.Table of ContentsForeword by Guy Kawasaki INTRODUCTION Presenting in Today's World PREPARATION Creativity, Limitations, and Constraints Planning Analog Crafting the Story DESIGN Simplicity: Why It Matters Presentation Design: Principles and Techniques Sample Visuals: Images & Text DELIVERY The Art of Being Completely Present Connecting with an Audience The Need for Engagement NEXT STEP: The Journey Begins

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Book SynopsisAs industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

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Book SynopsisThis book provides valuable insights for CEOs, as well as financial, commercial, and marketing directors/managers, business owners, startups, and students. Businesses are on the lookout for the one methodology that singlehandedly helps to achieve their goals, and definitively address issues such as “what needs to done” and “which activities to avoid”. With BITSING, a scientifically proven methodology, you are able to predict results by using facts in order to be 100% certain of achieving goals. This book enables factual insight into (positive) financial returns, in advance of executing strategies accordingly. BITSING can be applied by the biggest multinational to the smallest startup. The 7 laws in this book guide you through the process of improving your business strategy. With chapters like How to be Unbeatable, Realise Effective Campaigns, and Ensure That You Reach Your Goals, the author explains how this methodology works and how to implement it in your own business. By using examples, illustrations, and insights, this book provides multiple entry points for readers who want to execute the BITSING strategy accordingly. As a result of working closely with several universities, the methodology is scientifically validated, in addition to its proven performance within numerous organisations and businesses. Shell International, Hewlett Packard EMEA, and Jamie Oliver’s Fifteen are amongst those that have benefited from this method, by using it to meet targets time and time again. Some have experienced exponential growth and reached the magic level of 300%. This book offers advice, tools, and direction in what is required in your organisation to achieve goals. The methodology increases efficiency without sacrificing jobs, and has even helped to stimulate employment, including recruiting top talent. BITSING has also boosted employee performance, changed stakeholder behaviour, and optimised work-life balance.

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